Download Today: Advertising, Shopper Marketing and Trade Communications Spending Data and Forecast 2000-2020 -- A 45-Page Detailed Report

By The Myers Report Archives
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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

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