2010 Advertising and Marketing Increases 3.2%, with Traditional Media Growth at 3.6% Driven by Digital Investments

Total 2010 US marketing communications and advertising investments will grow 32 to 6013 billion according to new estimates by Jack Myers Media Business Report The full report is published below and available to subscribers here The newly recalibrated data provides details for 57 media and marketing categories and for the first time in any advertising analysis breaks down digital and traditional investments for 14 traditional media and marketing categories Traditional advertising investments in television print radio and outofhome are projected to grow only 18 but digital advertising investments in these media will grow by an estimated 28 spurring total 36 growth in traditional media categoriesBroadcast network television onair advertising for example is expected by Myers to increase 54 in 2010 but the networks will also be the beneficiaries of 750 million in digital revenues resulting in total revenue growth of 65 Consumer print magazine advertising is projected to increase 10 but magazine publishers39 digital advertising is estimated to increase 85 to nearly one billion dollars driving magazine publishers39 combined growth to 14The new Myers Report also includes detailed data on advertiser investments in Online Originated Display Advertising Online Originated Video Content ampamp Advertising Mobile ampamp Apps Advertising SatelliteInternet Radio Advertising InteractiveVODAddressable TV Advertising PointofInfluenceGPS Advertising Videogame Advertising Social MediaWordofMouthConversational Marketing Offline Public Relations Branded EntertainmentProduct Placement Search Marketing OnlineMobile ExperientialEvent Marketing Cinema Advertising and OutofHomePlaceBased AdvertisingThe report eliminates the traditional barriers between above and belowtheline marketing budgets Marketers are integrating their budget allocations to reflect the increasing crossover between their marketing and sales functions which have historically been separated This trend is especially apparent in social media which grew 50 to 12 billion in 2010 Most Facebook advertising is accounted for within the new Online Originated Display Advertising category which increased 92Direct marketing has rapidly shifted from direct mail to email and Myers estimates that 23 of total direct mail communications in 2010 is email an increase of 85 compared to a 31 increase in traditional direct mail resulting primarily from political spendingIn early December Jack Myers Media Business Report will release forecasts for 2011 and 2012 with longterm forecasts for both traditional and digital investments for 2020 While the following data has been aggregated from multiple sources the digital spending estimates for traditional media are based on primary research and input from industry experts Since this is the first effort to develop such detailed insights readers are encouraged to share insights and comments on the accuracy of this data which will be reviewed and analyzed for future reports Jack Myers Media Business Report 2010 Advertising ampamp Marketing Investment Report UPDATED 11152010 amp160 amp160 amp160 amp160 amp160 2009 2010 amp160 Change Share amp160 amp160 amp160 amp160 amp160 DirecttoTrade PromotionSlotting Allowances 162884 20 166142 276 Consumer Sales PromotionFSIIncentives 144230 23 147475 245 Traditional 143137 20 146000 990 Digital 1093 350 1476 10 Direct Mail EMail Marketing 60028 43 62601 104 Traditional 46848 31 48300 772 Digital 13180 85 14300 228 Newspaper Advertising Print All Platforms 32096 73 29762 49 Traditional 29456 90 26805 901 Digital 2640 120 2957 99 Local ampamp National Spot Broadcast TVAll Platforms 20075 158 23252 39 Traditional 19484 160 22601 972 Digital 591 100 650 28 CableSatellite Network Television All Platforms 19017 89 20716 34 Traditional 18452 86 20038 967 Digital 565 200 678 33 Broadcast Network TV All Platforms 17363 65 18486 31 Traditional 16827 54 17736 959 Digital 536 400 750 41 ExperientialEvent Marketing 17740 40 18450 31 Consumer Magazines Advertising Print All Platforms 16162 14 16391 27 Traditional 15263 10 15416 940 Digital 899 85 975 60 Terrestrial Radio All Platforms 14952 61 15867 26 Traditional 14552 56 15367 968 Digital 400 250 500 32 Search Marketing OnlineMobile 10700 168 12498 21 Yellow Pages Print Digital 13363 97 12062 20 Traditional 11033 100 9930 823 Digital 2330 85 2132 177 Media Directed PromotionEventSponsorships 9910 150 11397 19 Branded EntertainmentProduct Placement 7543 60 7996 13 OutofHomePlaceBased excl Cinema ampamp POI 6203 32 6401 11 BusinesstoBusiness Magazines Print All Platforms 6748 56 6370 11 Traditional 6568 85 6010 943 Digital 180 1000 360 57 Online Originated Display Advertising 4800 92 5242 09 LocalRegional Cable TV 4059 175 4767 08 Traditional 3976 172 4660 978 Digital 83 300 107 22 Offline Public Relations 4447 20 4536 08 Broadcast Syndication All Platforms 4105 81 3771 06 Traditional 4038 85 3695 980 Digital 67 150 76 20 Custom PublishingSite Advertising Print ampamp Digital 1754 24 1711 03 Traditional 1532 86 1400 818 Digital 222 400 311 182 Social MediaWOMConversational Marketing 800 500 1200 02 Videogame Advertising 908 150 1044 02 Mobile ampamp Apps Advertising 714 280 914 02 Cinema Advertising 808 41 841 01 Traditional 808 40 840 999 Digital 0 2000 1 01 PointofInfluenceGPS POI MultiPlatform 636 50 668 01 SatelliteInternet Originated Radioamp160 341 130 385 01 Online Originated Video Content Advertisingamp160 226 550 350 01 Interactive VOD ampamp Addressable TV Advertising 20 1500 50 00 TOTAL 32 601345 1000 Source Jack Myers Media Business Reportamp169 copyright 2010 amp160 amp160 amp160 amp160 Source Jack Myers Media Business Report amp169 copyright 2010Media Advisory Group Jack Myers and employees accept no responsibility for any actions taken as a result of this forecast 2010 are estimates 39s are in billionsReferences Barclays Capital BIAKelsey 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 OptimediaThis forecast excludes Olympics but includes NFL NCAA and other sports programming Includes Hispanic Media although Jack Myers Media Business Report also issues separate data for Hispanic MediaYou are receiving this email as a corporate subscriber to Jack Myers Media Business Report 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 wwwjackmyerscom If you require your ID and password contact maryannjackmyerscom

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2010 Advertising and Marketing Increases 3.2%, with Traditional Media Growth at 3.6% Driven by Digital Investments

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2010 Advertising and Marketing Increases 3.2%, with Traditional Media Growth at 3.6% Driven by Digital Investments

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