Download Today: Advertising, Shopper Marketing and Trade Communications Spending Data and Forecast 2000-2020 -- A 45-Page Detailed Report
The story of two decades of marketing communications change is, in a word, digital. Between 2000 and 2010, annual legacy/linear marketing communications spend declined by $4 billion while annual digital marketing communications spend grew to $39.3 billion: 6.8% of total U.S. marketing communications spend. Jack Myers TomorrowToday forecasts that, between 2010 and 2020, annual total marketing communications legacy/linear spend will decline by $190 billion. Annual digital marketing communications spend is expected to reach $245.8 billion by 2020: 41.2% of total U.S. marketing communications spend. By 2021, digital marketing communications spend is expected to represent 50% of total U.S. marketing communications spend.
Scroll down for details to download the full Jack Myers TomorrowToday detailed 45-page 2000-2020 Advertising, Shopper Marketing and Trade Communications Data and Forecasts report. Registered member company executives can download the report for free; non-member companies can purchase the report for $4,950. If you have trouble downloading, please email maryann@myersbiznet.com.
TABLE OF CONTENTS
2000-2020 MEDIA ECONOMY: OVERVIEW AND PERSPECTIVE BY JACK MYERS
MARKETING/ADVERTISING SPENDING DATA & FORECAST 2009- 2020
TWO DECADES OF CHANGE: MARKETING & ADVERTISING SPENDING DATA AND FORECAST
TOTAL MARKETING COMMUNICATIONS DIGITAL SPEND EXPLODES DIGITAL EXPLOSION DRIVES TOTAL U.S. AD SPEND GROWTH
TOTAL MARKETING COMMUNICATIONS SPEND BECOMES MORE AD FOCUSED
TRADE SUPPORT % OF TOTAL MARKETING COMMUNICATIONS SPEND EXPECTED TO GROW DIGITAL’S IMPACT ON TOTAL U.S. SHOPPER MARKETING /PROMOTION/TRADE SUPPORT DIGITAL’S IMPACT ON TOTAL U.S. NEWSPAPER-ORIGINATED CONTEND AD SPEND DIGITAL’S IMPACT ON TOTAL U.S. PRINT ORIGINATED CONTENT AD SPEND
TWO DECADES OF MARKETING TRANSFORMATION (2000-2010-2020)
A DECADE OF MARKETING TRANSFORMATION (2010-2020)
TRADITIONAL MEDIA DIGITAL AD SPEND GROWS BUT SHARE DECLINES
TOTAL U.S. DIGITAL AD SPEND SET TO DOUBLE NATIONAL TV AD SPEND BY 2020
TOTAL U.S. DIGITAL AD SPEND SET TO SURPASS NATIONAL/LOCAL TV AD SPEND IN 2018 TOTAL U.S. DIGITAL AD SPEND SET TO SURPASS TOTAL U.S. LEGACY/LINEAR AD SPEND BY 2021 DIGITAL INVESTMENT GROWTH IMPACT ON TOTAL U.S. BELOW-THE-LINE SPEND
TRADE SUPPORT SPEND AND % OF TOTAL MARKETING COMMUNICATIONS CONTINUES TO GROW MOBILE & APPS* SHARE OF TOTAL U.S. AD SPEND EXPECTED TO DOUBLE 2016-2020
TOP THREE TOTAL U.S. DIGITAL AD SPEND GROWTH CATEGORIES FROM 2017-2020
DIGITAL INVESTMENT EXPECTED TO STABILIZE BELOW-THE-LINE SPEND BY 2020
TV ADVERTISING DATA & FORECAST REPORT 2016-2020
TOTAL U.S. TV AD SPEND REMAINS LINEAR BASED
NATIONAL TV SHARES OF TOTAL U. S. ADVERTISING SPEND FROM 2016-2020 SHARE DISTRIBUTION OF NATIONAL TV AD SPEND
BROADCAST & CABLE NAT/REG/LOCAL SPOT AD SPEND INCREASINGLY ELECTION YEAR DEPENDENT TOP THREE DRIVERS FOR DIGITAL TV AD SPEND GROWTH
ONLINE ORIGINATED VIDEO DATA & FORECAST REPORT 2016-2020
ONLINE-ORIGINATED VIDEO CONTENT AD SPEND SET TO SURPASS DIGITAL DISPLAY AD SPEND IN 2017 ONLINE-ORIGINATED VIDEO CONTENT DRIVES ONLINE GROWTH
MOBILE ADVERTISING DATA & FORECAST REPORT 2016-2020
MOBILE & APPS* AD SPEND HOCKEY STICK ACCELERATES
MOBILE & APPS* U.S. AD SPEND SET TO MATCH U.S. NATIONAL TV SPEND MOBILE & APPS* DIGITAL DOMINANCE EXPECTED TO CONTINUE
MOBILE & APPS* EXPECTED TO DOMINATE DIGITAL AD SPEND
PRINT ORIGINATED ADVERTISING DATA & FORECAST REPORT 2016-2020
TOTAL U.S. PRINT-ORIGINATED CONTENT AD SPEND DECLINE MAY BE OVER
DIGITAL AD SPEND GROWTH PROJECTED TO ARREST TOTAL U.S. NEWSPAPER AD SPEND DECLINE TOTAL U.S. CONS. MAGAZINE AD SPEND DECLINE EXPECTED TO END IN 2019
TOTAL U.S. NEWSPAPER-ORIGINATED CONTENT AD SPEND SHARE TREND TOTAL U.S. CONS. MAGAZINE-ORIGINATED CONTENT AD SPEND SHARE TRENDS
OUT-OF-HOME ADVERTISING DATA & FORECAST REPORT 2016-2020
MODEST GROWTH FORECAST FOR OUT-OF-HOME AD SPEND
TOTAL OUT-OF-HOME AD SPEND SHARE OF TOTAL U.S. AD SPEND EXPECTED TO DECLINE THROUGH 2020 OUT-OF-HOME DIGITAL AD SPEND GROWTH RATE TRAILS TOTAL AD SPEND DIGITAL GROWTH RATE
AUDIO ADVERTISING DATA & FORECAST REPORT 2016-2020
AUDIO AD SPEND GETS A BOOST FROM ONLINE-ORIGINATED CONTENT DIGITAL AD SPEND INCREASE DRIVES TOTAL U.S. AUDIO’S AD SPEND GROWTH DIGITAL AD SPEND GROWTH BOASTS TOTAL U.S. AUDIO AD SPEND
DISPLAY ADVERTISING DATA & FORECAST REPORT 2016-2020
TOTAL U.S. DIGITAL AD INVESTMENT EXPLOSION LEAVES DISPLAY BEHIND MARKETERS EMBRACE VIDEO & AUDIO COMMERCIALS FOR WEB-BASED AD SPEND
SEARCH MARKETING DATA & FORECAST REPORT 2016-2020
SEARCH MARKETING’S EFFECT ON TRADITIONAL SHOPPER MARKETING SEARCH MARKETING’S EFFECT ON TRADITIONAL SHOPPER MARKETING SPEND
HISPANIC MEDIA ADVERTISING DATA & FORECAST REPORT 2016-2020
GROWTH DRIVERS FOR HISPANIC AD SPEND FROM 2010 TO 2020
HISPANIC ONLINE AD SPEND % OF U.S. ONLINE AD SPEND FROM 2010 TO 2020
HISPANIC BROADCAST NET TV AD SPEND % OF TOTAL BROADCAST NET TV AD SPEND FROM 2010 TO 2020 HISPANIC LEGACY/LINEAR AD SPEND % OF TOTAL U.S. LEGACY/LINEAR AD SPEND FROM 2010 TO 2020 HISPANIC AD SPEND % OF U.S. AD SPEND FROM 2010 TO 2020*
SHOPPER MARKETING DATA & FORECAST REPORT 2016-2020
SHOPPER MARKETING % OF TOTAL MARKETING COMMUNICATIONS SPEND DECLINES
SHOPPER MARKETING DIGITAL GAINS FAIL TO OFFSET LOSS OF SHOPPER MARKETING LEGACY SPEND SHOPPER MARKETING SPEND AND % OF TOTAL MARKETING COMMUNICATIONS CONTINUES TO DECLINE
TRADE SUPPORT COMMUNICATIONS SPENDING DATA & FORECAST REPORT 2016-2020
TRADE SUPPORT COMMUNICATIONS NOW DRIVES CONSUMER CONNECTIVITY TRADE SUPPORT COMMUNICATIONS DIGITAL SPEND DRIVES CATEGORY GROWTH
TRADE SUPPORT COMMUNICATIONS SPEND GROWS AS SHOPPER MARKETING DECLINES
Jack Myers
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…
