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2017: A Down Year in the Marketing Economy. Our 25th Annual U.S. Advertising and Marketing Expenditures Report

2017: A Down Year in the Marketing Economy. Our 25th Annual U.S. Advertising and Marketing Expenditures Report

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Jack Myers

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Total marketing expenditures, including advertising and below-the-line communications are forecast by MyersBizNet to decline 0.3% in 2017, slightly better than our original forecast of -0.6% published last January.  Overall 1.5% growth of 2017 advertising expenditures will not be sufficient to offset projected declines of 1.1% in below-the-line and shopper marketing, according to MyersBizNet.  MyersBizNet had originally projected a greater shift of marketers’ investments from below to above-the-line.  While we accurately forecast total 2017 marketing communications investments at flat to -1.0%, Myers’ had projected 5.9% increases in advertising budgets funded by a 2.4% decline in below-the-line.  Based on our current analysis, 2017 advertising growth will be +1.5% and B-t-L marketing will decline only 1.1%.  Myers tracking of all marketing investments since 2000 has reflected a consistent pattern of declining below-the-line budgets driving digital and above-the-line advertising growth, resulting in a flat overall marketing economy.  Spurred by anticipated political spending plus Olympics and World Cup, marketer expenditures are projected to increase 1.9% in 2018. Scroll down for Jack Myers' commentary.

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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… read more

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Home The People
The People

MediaVillage “The People” is where the advertising and media community comes to life. Explore the stories, beliefs, commitments, and passions that inspire and motivate the diverse people who work day-to-day advancing their personal growth and business success. Follow “The People” columnists and hosts to discover your community and connect with your people. Follow our social network @AdvDiversity

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