Scroll down in this report for our 2014 advertising spending forecasts by medium and 2013 preliminary spending data. There are three separate reports below – for legacy media, digital media spending, and combined total advertising investments. We will be issuing future reports on our long-term forecasts, below-the-line marketing and promotional spending, and Hispanic Media.

According to the MyersBizNet market analysis, combined legacy and digital advertising spending increased only 0.8% in 2013 compared to our original forecast of +1.3%, representing combined total legacy and digital ad spending of $180.5 billion. MyersBizNet is forecasting overall ad spending growth for 2014 of 7.3%, reflecting 2.4% increases in legacy ad spending across eleven traditional media categories and 20.3% year-to-year growth in digital spending across the 11 media categories plus ten additional digital and non-traditional media categories.

Even with reported 4.1% growth of GDP for 2013, total marketing investments (above and below-the-line) declined 1.0% from $584.7% to $578.8% The declines resulted primarily from reductions in shopper marketing, direct mail and trade promotion, plus non-political year decreases in local media. While most of the projected increases in 2014 spending are targeted to digital media, network cable TV and local spot television will have high single-digit growth.

MyersBizNet forecasts that above-the-line advertising investments will increase an average 5.0% annually through the end of the decade, although total marketing investments will be flat to slightly down. Marketers are increasingly moving below-the-line budgets into digital investments, with a meaningful share of these shifts going to the digital assets of legacy media companies. This shift in focus represents a major opportunity for advertising and media agencies, and especially for media agencies that develop resources for implementing promotional and direct-to-consumer shopper marketing.

By comparison to the MyersBizNet data, Magna Global reports 1.5% advertising growth in 2013 and forecasts 5.5% growth for 2014.

MyersBizNet Media Business Report  2014
Official Marketing / Advertising Spending Data 2010 - 2020
COMBINED LEGACY, DIGITAL, NON-TRADITIONAL SPENDING
UPDATED 01-06-14   Data reported  in 000,000            
Includes spending from all sources including "legacy"  (traditional),digital and non-traditional marketing spend within each category 2013 2014
% Change $ % Share % Change $ % Share
Newspaper Advertising (Print + All Platforms) -5.0% 24,686 13.7 -0.1% 24,651 12.7
Local & National Spot Broadcast TV(All Platforms) -13.0% 21,002 11.6 9.9% 23,080 11.9
Cable/Satellite Network Television (All Platforms) 8.3% 26,131 14.5 7.3% 28,031 4.8
Broadcast Network TV (All Platforms) -3.5% 19,014 10.5 3.0% 19,582 10.1
Consumer Magazines Advertising (Print + All Platforms) -0.9% 16,413 9.1 0.6% 16,504 8.5
Terrestrial Radio (All Platforms) -5.1% 16,087 8.9 2.4% 16,467 8.5
Media Directed Social/Promotion/Sponsorships/Native 10.2% 7,864 4.4 12.0% 8,808 4.5
Branded Entertainment/Product Placement 6.4% 7,178 4.0 5.0% 7,537 3.9
Out-of-Home/Place-Based (excl. Cinema & D-OOH-V] 5.4% 7,643 4.2 4.8% 8,010 4.1
Business-to-Business Magazines (Print + All Platforms) -7.6% 5,197 2.9 -5.3% 4,924 2.5
Online Originated Display (Banner) Advertising 6.0% 7,401 4.1 5.2% 7,786 4.0
Local/Regional Cable TV (All Platforms) -4.2% 4,982 2.8 4.2% 5,194 2.7
Broadcast Syndication (All Platforms) -1.0% 2,367 1.3 -3.3% 2,287 1.2
Social Marketing/WOM/Conversational Marketing 40.0% 4,620 2.6 35.0% 6,237 3.2
Videogame Advertising/Virtual Currency 18.0% 1,601 0.9 20.0% 1,921 1.0
Mobile & Apps Advertising (incl. Mobile Search) 80.0% 4,146 2.3 60.0% 6,633 3.4
Cinema Advertising (All Platforms) 11.0% 799 0.4 7.0% 855 0.4
Digital Place-Based Video Media (excl. cinema) 13.8% 955 0.5 12.6% 1,076 0.6
Internet Originated Radio  38.0% 883 0.5 38.0% 1,219 0.6
Online Originated Video Content Advertising  40.0% 1,372 0.8 60.0% 2,195 1.1
Interactive, VOD & Addressable TV Advertising 40.0% 167 0.1 40.0% 233 0.1
TOTAL - U.S. Only 0.8% $180,506 100.0 7.3% $193,606 100.0
Source: MyersBizNet Media Business Report© copyright 2014          
MyersBizNet, Inc, Jack Myers and employees accept no responsibility for any action(s) taken as a result of this forecast.      
2013-2020 are estimates. Hispanic Media Data will be issued separately.          
Facebook display ads included in display category.            
References: Barclays Capital, BIA/Kelsey, CAB, Carat, Credit Suisse, Deutsche Bank Equity Research, DMA, eMarketer, Goldman Sachs, GroupM, IAB, JPMorgan Chase,
Kantar Research, Universal McCann/Magna Global, Morgan Stanley, MPA,  Needham Research, Nielsen, PQ Media Alternative Media Research Series,
PriceWaterhouseCoopers, TAB, TvB, UBS, Verona Suhler Stevenson Communications Industry Forecast, Wachovia, , DP-AA, Miller Kaplan, Wedbush, Zenith Optimedia, .
**Excludes World Cup Revenues; Includes political revenues            
This forecast includes Olympics, NFL, NCAA and other sports programming    
             

Click for full size report


MyersBizNet Media Business Report  2014
LEGACY ADVERTISING SPENDING (excluding Digital)
Official Marketing / Advertising Spending Data 2010 - 2020
UPDATED 01-06-14   Data reported  in 000,000            
"Legacy" refers to revenues generated for traditional non-digital advertising and marketing spend within each category 2013 2014
% Change $ % Share % Change $ % Share
Newspaper Advertising  -8.6% 20,151 15.3 -4.0% 19,345 14.3
Local & National Spot Broadcast TV -13.8% 20,064 15.2 9.8% 22,030 16.3
Cable/Satellite Network Television  8.0% 25,009 19.0 8.2% 27,060 20.1
Broadcast Network TV -5.2% 17,438 13.2 1.0% 17,613 13.1
Consumer Magazines Advertising  -3.0% 14,587 11.1 -2.5% 14,222 10.5
Terrestrial Radio  -6.4% 14,931 11.3 1.0% 15,080 11.2
Out-of-Home/Place-Based  4.5% 7,083 5.4 3.6% 7,338 5.4
Business-to-Business Magazines  -10.0% 4,576 3.5 -8.0% 4,210 3.1
Local/Regional Cable TV  -4.5% 4,826 3.7 4.0% 5,019 3.7
Broadcast Syndication  -1.5% 2,256 1.7 -4.0% 2,166 1.6
Cinema Advertising  11.0% 798 0.6 7.0% 854 0.6
TOTAL - U.S. Only -4.4% $131,718 100.0 2.4% $134,936 100.0
Source: MyersBizNet Media Business Report© copyright 2014            
MyersBizNet, Inc, Jack Myers and employees accept no responsibility for any action(s) taken as a result of this forecast.      
2013-2020 are estimates. Hispanic Media Data will be issued separately.            
Facebook display ads included in display category.            
References: Barclays Capital, BIA/Kelsey, CAB, Carat, Credit Suisse, Deutsche Bank Equity Research, DMA, eMarketer, Goldman Sachs, GroupM, IAB, JPMorgan Chase,
Kantar Research, Universal McCann/Magna Global, Morgan Stanley, MPA,  Needham Research, Nielsen, PQ Media Alternative Media Research Series,
PriceWaterhouseCoopers, TAB, TvB, UBS, Verona Suhler Stevenson Communications Industry Forecast, Wachovia, , DP-AA, Miller Kaplan, Wedbush, Zenith Optimedia, .
**Excludes World Cup Revenues; Includes political revenues            
This forecast includes Olympics, NFL, NCAA and other sports programming            
             

Click for full size report


MyersBizNet Media Business Report  2014
DIGITAL & NON-TRADITIONAL SPENDING ONLY 
Official Marketing / Advertising Spending Data 2010 - 2020
UPDATED 01-06-14   Data reported  in 000,000            
Excludes "Legacy" spending generated through traditional non-digital advertising  spend within each category 2013 2014
% Change $ % Share % Change $ % Share
Newspaper Advertising (Print + All Platforms) 15.0% 4,536 9.3 17.0% 5,307 9.0
Local & National Spot Broadcast TV(All Platforms) 10.0% 938 1.9 12.0% 1,050 1.8
Cable/Satellite Network Television (All Platforms) 15.0% 1,122 2.3 20.0% 1,347 2.3
Broadcast Network TV (All Platforms) 20.0% 1,576 3.2 25.0% 1,970 3.4
Consumer Magazines Advertising (Print + All Platforms) 20.0% 1,826 3.7 25.0% 2,282 3.9
Terrestrial Radio (All Platforms) 15.0% 1,156 2.4 20.0% 1,387 2.4
Media Directed Social/Promotion/Sponsorships/Native 10.2% 7,864 16.1 12.0% 8,808 15.0
Branded Entertainment/Product Placement 6.4% 7,178 14.7 5.0% 7,537 12.8
Out-of-Home/Place-Based (excl. Cinema & D-OOH-V] 18.0% 560 1.1 20.0% 672 1.1
Business-to-Business Magazines (Print + All Platforms) 15.0% 621 1.3 15.0% 714 1.2
Online Originated Display (Banner) Advertising 6.0% 7,401 15.2 5.2% 7,786 13.3
Local/Regional Cable TV (All Platforms) 8.0% 156 0.3 12.0% 174 0.3
Broadcast Syndication (All Platforms) 10.0% 111 0.2 10.0% 122 0.2
Social Marketing/WOM/Conversational Marketing 40.0% 4,620 9.5 35.0% 6,237 10.6
Videogame Advertising/Virtual Currency 18.0% 1,601 3.3 20.0% 1,921 3.3
Mobile & Apps Advertising (incl. Mobile Search) 80.0% 4,146 8.5 60.0% 6,633 11.3
Cinema Advertising (All Platforms) 15.0% 1 0.0 15.0% 1 0.0
Digial Place-Based Video Media (excl. cinema) 13.8% 955 2.0 12.6% 1,076 1.8
Internet Originated Radio  38.0% 883 1.8 38.0% 1,219 2.1
Online Originated Video Content Advertising  40.0% 1,372 2.8 60.0% 2,195 3.7
Interactive, VOD & Addressable TV Advertising 40.0% 167 0.3 40.0% 233 0.4
TOTAL - U.S. Only 18.2% $48,788 100.0 20.3% $58,670 100.0
Source: MyersBizNet Media Business Report© copyright 2014            
MyersBizNet, Inc, Jack Myers and employees accept no responsibility for any action(s) taken as a result of this forecast.      
2013-2020 are estimates. Hispanic Media Data will be issued separately.            
Facebook display ads included in display category.            
References: Barclays Capital, BIA/Kelsey, CAB, Carat, Credit Suisse, Deutsche Bank Equity Research, DMA, eMarketer, Goldman Sachs, GroupM, IAB, JPMorgan Chase,
Kantar Research, Universal McCann/Magna Global, Morgan Stanley, MPA,  Needham Research, Nielsen, PQ Media Alternative Media Research Series,
PriceWaterhouseCoopers, TAB, TvB, UBS, Verona Suhler Stevenson Communications Industry Forecast, Wachovia, , DP-AA, Miller Kaplan, Wedbush, Zenith Optimedia, .
**Excludes World Cup Revenues; Includes political revenues            
This forecast includes Olympics, NFL, NCAA and other sports programming            
             

Click for full size report


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