2012 Forecast for Digital Advertising & Marketing Investments in 20 Categories

Digital advertising and marketing budgets will grow 21.2% in 2012 according to a new report being released next week by Jack Myers Media Business Report. Still, even with these substantial year-over-year increases, total digital marketing investments represent only 8.6% of marketers' total communications investments, up from 7.2% in 2011. For some traditional media categories, digital pennies have evolved into digital dollars, especially broadcast network television, where a 50% increase in digital revenues is forecast to generate $1.7 billion in incremental revenues. Consumer magazines, which are forecast to decline 2.5% in print ad revenues in 2012, amounting to a loss of $385 million, will recoup nearly all of that in digital revenues, resulting in a net forecasted loss of only 0.2% for the year. Newspaper digital revenues are forecast to increase 16.5% in 2012 for a gain of more than $500 million over 2011, but these incremental revenues will not offset more than $1.3 billion in lost print revenues forecast for the year.

Marketers will spend $3 billion less this year on Consumer Sales Promotion and printed coupons through companies such as News Corp's News America and Valassis, and will shift only $440 million of those budgets into the digital coffers of these traditional companies.

Next week, I will issue my full detailed 2012 forecast for 62 advertising and marketing categories. Below is the summary of digital investment increases for each media and marketing category.

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