I've been curious about the economic performance of advertising supported media advertising revenues comparing pre-COVID 2019 investments by marketers to post-COVID 2023 forecasts. This is the first opportunity to explore post-COVID industry health comparing non-election/Olympics/World Cup year-to-year data. Using data and forecasts compiled by The Myers Report, which has provided the financial community with accurate data since 1984, there's been a dramatic four-year decline of nearly 12% in overall U.S. marketing investments from $590 to $521 billion (including 28 above-the-line and below-the-line promotion and advertising categories). Legacy/linear marketing investments are projected to decline during this period by a radical 27% with digital marketing investments increasing only 13.7%. I recall when Jeff Zucker, then a senior executive at NBCU, exclaimed that linear dollars could not be replaced by digital pennies. Still true, although perhaps the pennies are now quarters or even half-dollars.
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