Scroll down for MyersBizNet's detailed Advertising and Promotional/Shopper Marketing Spending Data and Forecasts 2013-2020. Read more on the implications of Shopper Marketing for media and agencieshere.
Marketers historically have invested an average 10% to 35% of their total marketing communications budgets to deliver reach and frequency of message exposure designed to drive awareness, product interest and message retention. These budgets are referred to as "above-the-line advertising." The majority 65% to 90% of their budgets, known as below-the-line, are targeted to generating sales and direct return-on-investment through consumer and trade sales promotion and direct marketing. The exclusive MyersBizNet advertising and below-the-line data and forecasts reflects the accelerating shift of marketers' budgets from promotional below-the-line budgets to digital media to capitalize on the opportunity to generate promotional return-on-investment at more efficient costs.
According to the MyersBizNet forecasts, below-the-line promotional and shopper marketing budgets will decline an average 2.7% annually through the end of the decade, from $408 billion in 2013 to almost $333 billion in 2020. Marketers' spending with above-the-line media will grow during this same period an average 4.2% annually from $171 to $240 billion. (See media by media details below.)
The increased focus by marketers on achieving shopper marketing goals through digital media capabilities, combined with agencies' and marketers' investments in automated buying, are driving a bifurcation of media investments.
Traditional media investments will be focused on achieving greater cost efficiencies and capitalizing on the shift in supply/demand dynamics. Fundamentally, the primary goals of these budgets will remain awareness, reach, frequency and cost efficiencies, with automated systems being the primary tool for more effective implementation, resulting in downward pricing pressure on media suppliers.
Marketers will shift below-the-line budgets to media partners that are most able and willing to develop and implement promotional, marketing and brand-centric programs, and support results-based measurement tools. As technology is put in place to manage transactional planning and buying, media agencies will shift their creative and human resources to enhanced relationships with those media partners that offer scale, quality content, valued audiences, multi-platform media integration and measurement, promotional resources, and specialized service and support teams.
MyersBizNet members can access detailed year-by-year data 2009-2020 at MyersBizNet.com
Official Marketing / Advertising Spending Data 2010 – 2020
Above–the-Line Advertising Spending
MyersBizNet Media Business Report 2014 | |||||||||||
Official Marketing / Advertising Spending Data 2010 - 2020 | |||||||||||
UPDATED 01-03-14 Data reported in 000,000 | |||||||||||
ABOVE-THE-LINE MEDIA / ADVERTISING | 2013 | 2014 | 2015 | 2020 | Avg Annual Chng | Avg Annual Chng | |||||
$ | % Share | $ | % Share | $ | % Share | $ | % Share | 2013 2014 2015 | 2016 - 2020 | ||
Newspaper Advertising(Print + All Platforms) | 24,686 | 24,651 | 24,287 | 23,541 | -2.2% | -0.6% | |||||
Traditional | 20,151 | 81.6 | 19,345 | 78.5 | 18,184 | 74.9 | 13,597 | 57.8 | -6.2% | -5.5% | |
Digital | 4,536 | 18.4 | 5,307 | 21.5 | 6,103 | 25.1 | 9,945 | 42.2 | 15.7% | 10.3% | |
Local & National Spot Broadcast TV(All Platforms) | 21,002 | 23,080 | 21,003 | 21,205 | -4.0% | 0.5% | |||||
Traditional | 20,064 | 95.5 | 22,030 | 95.5 | 19,827 | 94.4 | 19,514 | 92.0 | -4.7% | 0.0% | |
Digital | 938 | 4.5 | 1,050 | 4.5 | 1,176 | 5.6 | 1,691 | 8.0 | 11.3% | 7.6% | |
Cable/Satellite Network Television(All Platforms) | 26,131 | 28,031 | 30,303 | 40,322 | 7.9% | 5.9% | |||||
Traditional | 25,009 | 95.7 | 26,684 | 95.2 | 28,552 | 94.2 | 35,201 | 87.3 | 7.2% | 4.3% | |
Digital | 1,122 | 4.3 | 1,347 | 4.8 | 1,751 | 5.8 | 5,121 | 12.7 | 21.7% | 24.0% | |
Broadcast Network TV(All Platforms) | 19,014 | 19,582 | 19,282 | 19,916 | -0.7% | 0.7% | |||||
Traditional | 17,438 | 91.7 | 17,613 | 89.9 | 16,820 | 87.2 | 15,444 | 77.5 | -2.9% | -1.6% | |
Digital | 1,576 | 8.3 | 1,970 | 10.1 | 2,462 | 12.8 | 4,472 | 22.5 | 23.3% | 12.8% | |
Consumer Magazines Advertising(Print + All Platforms) | 16,413 | 16,504 | 16,697 | 16,398 | 0.3% | -0.4% | |||||
Traditional | 14,587 | 88.9 | 14,222 | 86.2 | 13,866 | 83.0 | 11,423 | 69.7 | -2.7% | -3.8% | |
Digital | 1,826 | 11.1 | 2,282 | 13.8 | 2,830 | 17.0 | 4,975 | 30.3 | 23.0% | 12.0% | |
Terrestrial Radio(All Platforms) | 16,629 | 17,015 | 16,841 | 17,602 | -0.2% | 1.0% | |||||
Traditional | 15,473 | 93.1 | 15,628 | 91.8 | 15,066 | 89.5 | 13,493 | 76.7 | -1.9% | -2.1% | |
Digital | 1,156 | 6.9 | 1,387 | 8.2 | 1,775 | 10.5 | 4,109 | 23.3 | 21.0% | 18.4% | |
Media Directed Social/Promotion/Sponsorships/Native | 7,864 | 8,808 | 9,337 | 5.0 | 12,839 | 9.4% | 6.6% | ||||
Branded Entertainment/Product Placement | 7,178 | 7,537 | 7,838 | 8,911 | 5.1% | 2.6% | |||||
Out-of-Home/Place-Based(excl. Cinema & P-O-I) | 7,643 | 8,010 | 8,085 | 9,166 | 3.7% | 2.6% | |||||
Online Pure Play Display (Banner) Advertising | 7,401 | 7,786 | 8,222 | 7,642 | 5.6% | -1.4% | |||||
Local/Regional Cable TV (All Platforms) | 4,982 | 5,194 | 4,978 | 5,061 | -1.4% | 0.7% | |||||
Traditional | 4,826 | 96.9 | 5,019 | 96.6 | 4,769 | 95.8 | 4,642 | 91.7 | -1.8% | -0.1% | |
Digital | 156 | 3.1 | 174 | 3.4 | 209 | 4.2 | 419 | 8.3 | 13.3% | 15.2% | |
Broadcast Syndication(All Platforms) | 2,367 | 2,287 | 2,194 | 1,935 | -2.8% | -2.5% | |||||
Traditional | 2,256 | 95.3 | 2,166 | 94.7 | 2,036 | 92.8 | 1,655 | 85.5 | -3.8% | -4.0% | |
Digital | 111 | 4.7 | 122 | 5.3 | 158 | 7.2 | 280 | 14.5 | 16.7% | 12.2% | |
Videogame Advertising/Virtual Currency | 1,601 | 1,921 | 2,248 | 3,545 | 18.3% | 9.6% | |||||
Mobile & Apps Advertising (incl. Mobile Search) | 4,146 | 6,633 | 9,949 | 26,175 | 63.3% | 22.0% | |||||
Cinema Advertising (All Platforms) | 799 | 855 | 885 | 1,013 | 7.2% | 2.8% | |||||
Traditional | 798 | 99.9 | 854 | 99.9 | 883 | 99.8 | 1,011 | 99.8 | 7.2% | 2.8% | |
Digital | 1 | 0.1 | 1 | 0.1 | 1 | 0.2 | 2 | 0.2 | 15.0% | 8.0% | |
Digital Place-Based Video | 920 | 1,036 | 1,158 | 2,040 | 12.7% | 12.0% | |||||
Internet Originated Radio | 883 | 1,219 | 1,646 | 4,203 | 37.0% | 20.7% | |||||
Online Pure Play Video Content Advertising | 1,372 | 2,195 | 3,293 | 12,502 | 50.0% | 31.0% | |||||
Interactive, VOD & Addressable TV Advertising | 167 | 233 | 350 | 5,139 | 43.3% | 72.0% | |||||
TOTAL - U.S. Only | $171,196 | 0.0 | $182,578 | 0.0 | $188,594 | 5.0 | $239,157 | 0.0 | 3.5% | 4.9% | |
Source: MyersBizNet Media Business Report© copyright 2014 |
Official Marketing / Advertising Spending Data 2010 – 2020
Below–the-Line Promotional/Shopper Marketing Spending
MyersBizNet Media Business Report 2014 | |||||||||||
Official Marketing / Advertising Spending Data 2010 - 2020 | |||||||||||
UPDATED 01-06-14 Data reported in 000,000 | |||||||||||
BELOW-THE-LINE PROMOTION, SHOPPER & DIRECT MARKETING | 2013 | 2014 | 2015 | 2020 | Avg Annual Chng | Avg Annual Change | |||||
$ | % Share | $ | % Share | $ | % Share | $ | % Share | 2013 2014 2015 | 2016 -2020 | ||
Direct-to-Trade Promotion/Slotting Allowances | 167,067 | 159,549 | 153,965 | 122,883 | -3.3% | -4.4% | |||||
Consumer Sales Promotion/Shopper Marketing/Coupons | 134,098 | 128,347 | 123,018 | 80,391 | -4.1% | -8.1% | |||||
Traditional | 130,108 | 97.0 | 122,561 | 95.5 | 115,208 | 93.7 | 59,332 | 73.8 | -5.5% | -12.4% | |
Digital | 3,990 | 3.0 | 5,785 | 4.5 | 7,810 | 6.3 | 21,060 | 26.2 | 36.7% | 22.0% | |
Direct Mail/ E-Mail Marketing (All Platforms) | 43,272 | 41,867 | 38,973 | 30,237 | -2.1% | -4.9% | |||||
Traditional | 39,655 | 91.6 | 38,069 | 90.9 | 35,023 | 89.9 | 26,139 | 86.4 | -5.0% | -5.7% | |
Digital | 3,617 | 8.4 | 3,798 | 9.1 | 3,950 | 10.1 | 4,098 | 13.6 | 5.0% | 0.8% | |
Experiential/Event Marketing | 19,289 | 20,061 | 20,462 | 24,651 | 2.7% | 3.8% | |||||
Search Marketing (Online) | 20,360 | 22,396 | 25,083 | 36,435 | 13.3% | 7.8% | |||||
Yellow Pages(Print + Digital) | 8,467 | 7,580 | 7,014 | 5,825 | -9.8% | -3.6% | |||||
Traditional | 6,337 | 74.8 | 5,450 | 71.9 | 4,905 | 69.9 | 3,991 | 68.5 | -12.7% | -4.0% | |
Digital | 2,130 | 25.2 | 2,130 | 28.1 | 2,109 | 30.1 | 1,834 | 31.5 | -1.3% | -2.7% | |
Business-to-Business Magazines(Print + All Platforms) | 5,197 | 4,924 | 4,821 | 3,951 | -5.0% | -3.9% | |||||
Traditional | 4,576 | 88.1 | 4,210 | 85.5 | 3,999 | 83.0 | 3,029 | 76.7 | -7.7% | -5.4% | |
Digital | 621 | 11.9 | 714 | 14.5 | 821 | 17.0 | 922 | 23.3 | 15.0% | 2.4% | |
Offline Public Relations | 4,161 | 3,995 | 3,835 | 2,831 | -3.7% | -5.8% | |||||
Custom Publishing/Site Development(Print & Digital) | 1,599 | 1,511 | 1,456 | 980 | -5.1% | -7.6% | |||||
Traditional | 1,041 | 65.1 | 916 | 60.6 | 861 | 59.1 | 519 | 52.9 | -11.0% | -9.6% | |
Digital | 559 | 34.9 | 595 | 39.4 | 595 | 40.9 | 461 | 47.1 | 7.5% | -4.9% | |
Social Marketing/WOM/Conversational Marketing | 4,620 | 6,237 | 8,420 | 24,546 | 36.7% | 24.0% | |||||
TOTAL - U.S. Only | $408,130 | $396,465 | $387,046 | $332,731 | -2.3% | -3.0% | |||||
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. | |||||||||||
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, RAB, TvB, | |||||||||||
UBS, Verona Suhler Stevenson Communications Industry Forecast, Wachovia, Wedbush, Zenith Optimedia, IAB PricewaterhouseCoopers. | |||||||||||
**Excludes World Cup Revenues; Includes political revenues | |||||||||||
This forecast includes Olympics, NFL, NCAA and | |||||||||||
other sports programming. |
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