2010-2011-2012 Advertising and Marketing Spending Data. 55 Media and Marketing Categories
| Jack Myers Media Business Report | |||||||||
| Media, Advertising and Marketing Economic Health Report 2010- 2012 | |||||||||
| UPDATED 01-04-2011 Data reported in billions | |||||||||
| 2010 | 2011 | 2012 | |||||||
| % Change | $ | % Share | % Change | $ | % Share | % Change | $ | % Share | |
| Direct-to-Trade Promotion/Slotting Allowances | 2.0% | 166,142 | 27.7 | 3.0% | 171,126 | 28.1 | 2.0% | 174,548 | 27.9 |
| Consumer Sales Promotion/FSI/Incentives(All Platforms) | 2.3% | 147,475 | 24.6 | 1.9% | 150,328 | 24.7 | 0.7% | 151,324 | 24.2 |
| Traditional | 2.0% | 146,000 | 99.0 | 1.6% | 148,336 | 98.7 | 0.0% | 148,336 | 98.0 |
| Digital | 35.0% | 1,476 | 1.0 | 35.0% | 1,992 | 1.3 | 50.0% | 2,988 | 2.0 |
| Direct Mail/ E-Mail Marketing(All Platforms) | 4.3% | 62,601 | 10.4 | -3.4% | 60,453 | 9.9 | -4.1% | 58,003 | 9.3 |
| Traditional | 3.1% | 48,300 | 77.2 | -8.0% | 44,436 | 73.5 | -12.0% | 39,104 | 67.4 |
| Digital | 8.5% | 14,300 | 22.8 | 12.0% | 16,016 | 26.5 | 18.0% | 18,899 | 32.6 |
| Newspaper Advertising(Print + All Platforms) | -7.3% | 29,762 | 5.0 | -5.4% | 28,150 | 4.6 | -3.5% | 27,170 | 4.3 |
| Traditional | -9.0% | 26,805 | 90.1 | -8.0% | 24,661 | 87.6 | -6.8% | 22,984 | 84.6 |
| Digital | 12.0% | 2,957 | 9.9 | 18.0% | 3,489 | 12.4 | 20.0% | 4,187 | 15.4 |
| Local & National Spot Broadcast TV(All Platforms) | 15.8% | 23,252 | 3.9 | -13.8% | 20,039 | 3.3 | 15.2% | 23,084 | 3.7 |
| Traditional | 16.0% | 22,601 | 97.2 | -14.5% | 19,324 | 96.4 | 15.2% | 22,262 | 96.4 |
| Digital | 10.0% | 650 | 2.8 | 10.0% | 715 | 3.6 | 15.0% | 822 | 3.6 |
| Cable/Satellite Network Television(All Platforms) | 8.9% | 20,716 | 3.5 | 6.7% | 22,111 | 3.6 | 5.9% | 23,425 | 3.7 |
| Traditional | 8.6% | 20,038 | 96.7 | 6.2% | 21,281 | 96.2 | 5.2% | 22,387 | 95.6 |
| Digital | 20.0% | 678 | 3.3 | 22.5% | 831 | 3.8 | 25.0% | 1,038 | 4.4 |
| Broadcast Network TV(All Platforms) | 6.5% | 18,486 | 3.1 | 4.4% | 19,305 | 3.2 | 4.0% | 20,071 | 3.2 |
| Traditional | 5.4% | 17,736 | 95.9 | 2.5% | 18,179 | 94.2 | 0.5% | 18,270 | 91.0 |
| Digital | 40.0% | 750 | 4.1 | 50.0% | 1,126 | 5.8 | 60.0% | 1,801 | 9.0 |
| Experiential/Event Marketing | 4.0% | 18,450 | 3.1 | 3.0% | 19,003 | 3.1 | 5.0% | 19,953 | 3.2 |
| Consumer Magazines Advertising(Print + All Platforms) | 1.4% | 16,391 | 2.7 | 1.5% | 16,635 | 2.7 | 3.1% | 17,155 | 2.7 |
| Traditional | 1.0% | 15,416 | 94.0 | 0.0% | 15,416 | 92.7 | 1.0% | 15,570 | 90.8 |
| Digital | 8.5% | 975 | 6.0 | 25.0% | 1,219 | 7.3 | 30.0% | 1,585 | 9.2 |
| Terrestrial Radio(All Platforms) | 6.1% | 15,867 | 2.6 | -0.8% | 15,736 | 2.6 | 6.1% | 16,689 | 2.7 |
| Traditional | 5.6% | 15,367 | 96.8 | -1.5% | 15,136 | 96.2 | 5.4% | 15,954 | 95.6 |
| Digital | 25.0% | 500 | 3.2 | 20.0% | 600 | 3.8 | 22.5% | 735 | 4.4 |
| Search Marketing (Online/Mobile) | 16.8% | 12,498 | 2.1 | 12.0% | 13,997 | 2.3 | 12.0% | 15,677 | 2.5 |
| Yellow Pages(Print + Digital) | -9.7% | 12,062 | 2.0 | -7.8% | 11,118 | 1.8 | -8.3% | 10,194 | 1.6 |
| Traditional | -10.0% | 9,930 | 82.3 | -9.5% | 8,986 | 80.8 | -11.0% | 7,998 | 78.5 |
| Digital | -8.5% | 2,132 | 17.7 | 0.0% | 2,132 | 19.2 | 3.0% | 2,196 | 21.5 |
| Media Directed Promotion/Event/Sponsorships | 15.0% | 11,397 | 1.9 | 16.0% | 13,220 | 2.2 | 18.0% | 15,600 | 2.5 |
| Branded Entertainment/Product Placement | 6.0% | 7,996 | 1.3 | 8.0% | 8,635 | 1.4 | 9.5% | 9,456 | 1.5 |
| Out-of-Home/Place-Based(excl. Cinema & P-O-I) | 3.2% | 6,401 | 1.1 | 3.5% | 6,626 | 1.1 | 4.0% | 6,891 | 1.1 |
| Business-to-Business Magazines(Print + All Platforms) | -5.6% | 6,370 | 1.1 | -4.0% | 6,117 | 1.0 | -5.5% | 5,782 | 0.9 |
| Traditional | -8.5% | 6,010 | 94.3 | -6.0% | 5,649 | 92.3 | -8.0% | 5,197 | 89.9 |
| Digital | 100.0% | 360 | 5.7 | 30.0% | 468 | 7.7 | 25.0% | 585 | 10.1 |
| Online Originated Display Advertising | 9.2% | 5,242 | 0.9 | 6.5% | 5,582 | 0.9 | 6.0% | 5,917 | 0.9 |
| Local/Regional Cable TV(All Platforms) | 17.5% | 4,767 | 0.8 | -11.3% | 4,229 | 0.7 | 12.7% | 4,767 | 0.8 |
| Traditional | 17.2% | 4,660 | 97.8 | -12.0% | 4,101 | 97.0 | 12.0% | 4,593 | 96.4 |
| Digital | 30.0% | 107 | 2.2 | 20.0% | 129 | 3.0 | 35.0% | 174 | 3.6 |
| Offline Public Relations | 2.0% | 4,536 | 0.8 | -2.0% | 4,445 | 0.7 | -2.0% | 4,356 | 0.7 |
| Broadcast Syndication(All Platforms) | -7.9% | 2,276 | 0.4 | 3.9% | 2,365 | 0.4 | -3.9% | 2,273 | 0.4 |
| Traditional | -8.5% | 2,200 | 96.6 | 3.5% | 2,277 | 96.3 | -4.8% | 2,168 | 95.4 |
| Digital | 15.0% | 76 | 3.4 | 15.0% | 88 | 3.7 | 20.0% | 106 | 4.6 |
| Custom Publishing/Site Advertising(Print & Digital) | -2.4% | 1,711 | 0.3 | -0.8% | 1,698 | 0.3 | 1.9% | 1,729 | 0.3 |
| Traditional | -8.6% | 1,400 | 81.8 | -6.5% | 1,309 | 77.1 | -6.5% | 1,224 | 70.8 |
| Digital | 40.0% | 311 | 18.2 | 25.0% | 389 | 22.9 | 30.0% | 505 | 29.2 |
| Social Media/WOM/Conversational Marketing | 50.0% | 1,200 | 0.2 | 60.0% | 1,920 | 0.3 | 85.0% | 3,552 | 0.6 |
| Videogame Advertising | 15.0% | 1,044 | 0.2 | 24.0% | 1,295 | 0.2 | 40.0% | 1,813 | 0.3 |
| Mobile & Apps Advertising | 28.0% | 914 | 0.2 | 40.0% | 1,279 | 0.2 | 60.0% | 2,047 | 0.3 |
| Cinema Advertising(All Platforms) | 12.5% | 739 | 0.1 | 6.2% | 785 | 0.1 | 5.8% | 831 | 0.1 |
| Traditional | 4.0% | 738 | 99.9 | 6.2% | 784 | 99.9 | 5.8% | 830 | 99.9 |
| Digital | 200.0% | 1 | 0.1 | 8.0% | 1 | 0.1 | 12.0% | 1 | 0.1 |
| Point-of-Influence/GPS[P-O-I] (Multi-Platform) | 5.0% | 668 | 0.1 | 12.0% | 748 | 0.1 | 20.0% | 898 | 0.1 |
| Satellite/Internet Originated Radio | 13.0% | 385 | 0.1 | 25.0% | 482 | 0.1 | 25.0% | 602 | 0.1 |
| Online Originated Video Content Advertising | 55.0% | 350 | 0.1 | 50.0% | 525 | 0.1 | 75.0% | 920 | 0.1 |
| Interactive, VOD & Addressable TV Advertising | 150.0% | 50 | 0.0 | 40.0% | 70 | 0.0 | 70.0% | 119 | 0.0 |
| TOTAL | 3.2% | $599,746 | 100.0 | 1.4% | $608,023 | 100.0 | 2.8% | $624,845 | 100.0 |
| Source: Jack Myers Media Business Report© copyright 2011 | |||||||||
Media Advisory Group, Jack Myers and employees accept no responsibility for any action(s) taken as a result of this forecast.
Myers Data has been recalibrated in 2010 to reflect updated industry insights, plus a proprietary calculation of the share of digital revenues being invested in each legacy medium. New categories have been added. The traditional separation of above and below the line budgets have been eliminated. This data should not be used in comparison to prior Myers economic reports for 2009 and prior years, but should be presented independently of prior forecasts and market spending estimates.
2010-2012 are estimates. All data is subject to change based on new and revised information.
References: Barclays Capital, BIA/Kelsey, CAB, Carat, Credit Suisse, Deutsche Bank Equity Research, DMA, eMarketer, Goldman Sachs, GroupM, IAB, JPMorgan Chase, Kantar Research, Magna Global, Morgan Stanley, MPA, Needham Research, Nielsen, PQ Media Alternative Media Research Series, PricewaterhouseCoopers, RAB, TvB, UBS, Veronis Suhler Stevenson Communications Industry Forecast, Wachovia, Wedbush, Zenith Optimedia.
This forecast includes Olympics, NFL, NCAA and other sports programming, incorporated into multiple categories. Includes political spending.
Includes Hispanic Media, although Jack Myers Media Business Report also issues separate data for Hispanic Media.
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Jack Myers
Media Ecologist, Founder: MediaVillage and Advancing Diversity Hall of Honors Jack Myers is a media ecologist and founder of MediaVillage, the media and advertising community’s leading resource for market intelligence, education, business connection…
