2010-2020 Forecast: Marketing & Media Winners. Marketing & Media Losers.

Read Jack Myers39 commentary belowJack Myers Media Business ReportOfficial Marketing Advertising Spending Data 2010amp160 vs 2020UPDATED 01142013amp160amp160amp160 Data reportedamp160 in 000000amp160amp160amp160amp160amp160amp1602010Share2020ShareChangeChangeDirecttoTrade PromotionSlotting Allowances16614228212513520924741006Consumer Sales PromotionCouponsFSI1474752518369514043263780Direct Mail EMail Marketing All Platforms5112187284674844322655Newspaper Advertising Print All Platforms297625122433372467329Local ampamp National Spot Broadcast TVAll Platforms232524020264341282988CableSatellite Network Television All Platforms2071635392276589418511Broadcast Network TV All Platforms184863120863351292377ExperientialEvent Marketing184503124651413366201Consumer Magazines Advertising All Platforms1639128167882824397Terrestrial Radio All Platforms159912718901321822910Search Marketing OnlineMobile12498213974766218027249Yellow Pages Print Digital12062205907105106154Media Directed SocialPromotionSponsorships11397192322039103711824Branded EntertainmentProduct Placement79961411219194033223OutofHomePlaceBased excl Cinema ampamp POI6401117679132001278BusinesstoBusiness Magazines All Platforms6370114149073492221Online Originated Display Banner Advertising5242098008135282767LocalRegional Cable TV All Platforms47670851690984402Offline Public Relations4536082831053761705Broadcast Syndication All Platforms227704204903100228Custom PublishingSite Developmentamp160171103103602395675Social MarketingWOMConversational Marketing12000224546411945523346Videogame AdvertisingVirtual10440251020938864058Mobile ampamp Apps Advertising9140223176392435922262Cinema Advertising All Platforms7390195702294217PointofInfluenceGPS POI MultiPlatform6680117980316931130Internet Originated Audio3850142030799063817Online Originated Video Content Advertisingamp1603500118286315120017935Interactive TV VOD ampamp Addressable TV Advertising50009652161920459602TOTAL US Only Excluding Hispanic588392100599159 1001810767amp160amp160amp160amp160amp160amp160amp160Hispanic Advertising Total4406100998710012675581amp160amp160 Hispanic Network Television1723391421042214432487amp160amp160 Hispanic Local ampamp National Spot Broadcast TV13933162364237698972amp160amp160 Hispanic Newspapers24355266279323amp160amp160 Hispanic Consumer Magazines91211261338635amp160amp160 Hispanic Radio5841331021102749437amp160amp160 Hispanic Digital2836418951956881612amp160amp160 Hispanic OutofHomePlaceBasedamp16089201041016915amp160amp160amp160amp160amp160amp160amp160TOTAL US including Hispanic5927981006091451002816348Source Jack Myers Media Business Reportamp169 copyright 2013amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160Jack Myers39 CommentaryTotal marketing communications budgets will be up only slightly for the remainder of the decade and substantially down when factoring in inflation Yet most legacy media categories will experience some growth even as digital media explodes An estimated 135 billion dollars is draining from just five marketing categories between 2010 and 2020 feeding the coffers of digital media companies and the digital assets of legacy media distributors and content producers The losers are directtoretail trade promotion consumer sales promotion direct marketingemail newspapers and yellow pages all of which are disintermediated by digital resources The big winners are cable network TV search marketing social marketing mobile digital video and audio and gaming Among legacy media and marketing the only losers are newspapers local TV stations custom and businesstobusiness publishing broadcast TV syndication and offline public relations But even newspapers and local TV will experience stabilization of their ad revenues beginning in 2016 as they respond to contraction and consolidation and as their digital investments pay off Network TV radio consumer magazines and outofhome are already reaping the benefits of digital investments and their ability to reach comparatively mass audiences Advertising in Hispanic media will more than double between 2010 and 2020 as marketers recognize not only the demographic shifts that have been apparent for a while but also increasingly come to terms with four realitiesHispanic media represent a last bastion of mass audience reachHispanic audiences are affluentHispanic audiences tend to be early adapters of technology and are heavy consumersHispanic audiences tend to be more loyal than average to media and marketers that explicitly target themFull annual data and forecasts for 52 advertising and marketing categories including breakouts of legacy vs digital media spending are available to Myers Media Business Network members at wwwmyersbiznet Password information is available by contacting maryannjackmyerscomSOURCE Jack Myers Media Business Report amp169 copyright 20132020 data is an estimateForecast includes Olympics NFL NCAA and other sports programming Includes political revenuesExcludes World Cup RevenuesFull Source ampamp Methodology is available at myersbiznetIf you are receiving this report you are a registered subscriber to Jack Myers Media Business Report or are receiving it as part of a registered corporate subscription As a subscriber Jack responds personally to your emails requests and comments He is available to speak at your company events In addition to Jack Myers Media Business Reports your subscription underwrites MediaBizBloggerscom Women in Media Mentoring Initiative Jack Myers Wall St Report Jack Myers Video Media Report plus our exclusive industry economic forecasts trend forecasts and corporate performance research Redistribution in any form except among approved individuals within your company is prohibited As a subscriber you have full access to all archives and reports at wwwmyersbiznet If you require your ID and password contact maryannjackmyerscom

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2010-2020 Forecast: Marketing & Media Winners. Marketing & Media Losers.

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