Definitive Marketing, Advertising, Media Spending Report 2011-2014

The data table below reflects the consolidated US marketing communications investments for 2011 with forecasts for 2012 to 2014 Each marketingmedia category incorporates spending across all platforms within that category Comprehensive breakdowns on digital and legacy advertising investments in each medium are available at wwwjackmyerscomjackmyersspendingforecast What has been referred to as quotbelowthelinequot marketing budgets sales promotion direct marketing PR event marketing customer relationship management is forecast to decline by nearly 32 billion annually between 2011 and 2014 These budgets are feeding the more than 15 billion growth forecast in 2014 compared to 2011 in marketers39 spending on social marketing search online video mobile gaming interactive TV and other digital marketing toolsThis is the most thorough marketing spending data available reflecting both above and belowtheline budgets While confirming the strength of digital marketing the data also reflects the continued vitality of the national television advertising business which is forecast to increase by 55 billion in 2014 over its 2011 levels Consumer magazines local television and radio will remain stable during this period contrary to the forecasts of several agency forecastersThe report below also available at httpwwwjackmyerscomjackmyersspendingforecast includes total dollars invested percentage of annual growthdecline in spending and each category39s share of the total marketing communications pie For more information contact Jack Myers at jmjackmyerscomJack Myers Media Business Reportamp160amp160amp160amp160amp160amp160Official Marketing Advertising Spending Data 20112014amp160amp160amp160amp160UPDATED 0262012amp160amp160amp160 Data reportedamp160 in 000000amp160amp160amp160amp160amp160amp160amp16020112012amp160 Change Share Change Shareamp160amp160amp160amp160amp160amp160amp160DirecttoTrade PromotionSlotting Allowances2417012929000170129287Consumer Sales PromotionCoupons2614368924521140629238Direct Mail EMail Marketing All Platforms6947596811034270672Newspaper Advertising Print All Platforms812734947282659045Local ampamp National Spot Broadcast TVAll Platforms10920721351512384940CableSatellite Network Television All Platforms832243838902445741Broadcast Network TV All Platforms151876232501970833ExperientialEvent Marketing001845031251891132Consumer Magazines Advertising Print All Platforms121659428021655928Terrestrial Radio All Platforms111615928461689529Search Marketing OnlineMobile17014622251201637728Yellow Pages Print Digital781111819831019417Media Directed SocialPromotionSponsorships701219421751310922Branded EntertainmentProduct Placement5083951445877315OutofHomePlaceBased excl Cinema ampamp POI3466191140688412BusinesstoBusiness Magazines Print All Platforms4560811075562410Online Originated Display Advertising200629011150723312LocalRegional Cable TV All Platforms0247570893519809Offline Public Relations3543770720429007Broadcast Syndication All Platforms6424230413239104Custom PublishingSite Development Print ampamp Digital0816980305170603Social MarketingWOMConversational Marketing400168003600268805Videogame AdvertisingVirtual Currency240129502400181303Mobile ampamp Apps Advertising400127902320168903Cinema Advertising All Platforms42708011672001PointofInfluenceGPS POI MultiPlatform1207480112083801SatelliteInternet Originated Radioamp1601704510122055001Online Originated Video Content Advertisingamp16050067501750118102Interactive VOD ampamp Addressable TV Advertising400700070011900TOTAL US Only025873671000085918091000amp160amp160amp160amp160amp160amp160amp160Source Jack Myers Media Business Reportamp169 copyright 2012amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160RED Belowtheline Marketing Budgetsamp160amp160amp160amp160amp160amp160BLACK Abovetheline advertising budgetsamp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp16020132014amp160 Change Share Change Shareamp160amp160amp160amp160amp160amp160amp160DirecttoTrade PromotionSlotting Allowances0017012929235164175282Consumer Sales PromotionCoupons2813673923421133930230Direct Mail EMail Marketing All Platforms15736009621203167354Newspaper Advertising Print All Platforms512523443442412241Local ampamp National Spot Broadcast TVAll Platforms1562013935752164137CableSatellite Network Television All Platforms482564044482686146Broadcast Network TV All Platforms011968134121992234ExperientialEvent Marketing201928933402006134Consumer Magazines Advertising Print All Platforms041648928151673029Terrestrial Radio All Platforms211653628251694529Search Marketing OnlineMobile1201834231801980934Yellow Pages Print Digital10191681684840014Media Directed SocialPromotionSponsorships8514223241201593027Branded EntertainmentProduct Placement3090361550948816OutofHomePlaceBased excl Cinema ampamp POI2870771231729613BusinesstoBusiness Magazines Print All Platforms6652510925511809Online Originated Display Advertising8078121382845315LocalRegional Cable TV All Platforms3949940955526809Offline Public Relations3041610740399507Broadcast Syndication All Platforms0924140423235904Custom PublishingSite Development Print ampamp Digital2716610331160903Social MarketingWOMConversational Marketing600430107400602110Videogame AdvertisingVirtual Currency250226604220276405Mobile ampamp Apps Advertising350228004300296405Cinema Advertising All Platforms68769015080701PointofInfluenceGPS POI MultiPlatform45875029695902SatelliteInternet Originated Radioamp160906000118070701Online Originated Video Content Advertisingamp160700200803600321306Interactive VOD ampamp Addressable TV Advertising12002620085048401TOTAL US Only145833841000035817051000amp160amp160amp160amp160amp160amp160amp160Source Jack Myers Media Business Reportamp169 copyright 2012amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160RED Belowtheline Marketing Budgetsamp160amp160amp160amp160amp160amp160BLACK Abovetheline advertising budgetsamp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160Source Media Advisory Corp Inc Jack Myers and employees accept no responsibility for any actions taken as a result of this forecast 20112014 are estimates Myers Data has been recalibrated in 2010 to reflect updated industry insights plus a proprietary calculation of the share of digital revenues being invested in each legacy medium New categories have been added Direct mailemail data has been recalibrated to reflect new industry information The traditional separation of above and below the line budgets has been eliminated This data should not be used in comparison to prior Myers economic reports for 2009 and prior years but should be presented independently to prior forecasts and marketing spending estimates Facebook display ads included in display category This forecast excludes Olympics but includes NFL NCAA and other sports programming References Barclays Capital BIAKelsey CAB Carat Credit Suisse Deutsche Bank Equity Research DMA eMarketer Goldman Sachs GroupM IAB JPMorgan Chase Kantar Research Magna Global Morgan Stanley MPA Needham ampamp Co Nielsen Nomura PricewaterhouseCoopers RAB TvB UBS Veronis Suhler Stevenson Communications Industry Forecast Wachovia Wedbush Zenith Optimediaamp160You are receiving this email as a corporate subscriber to Jack Myers Media Business Report Redistribution in any form except among approved individuals within your company is prohibited As a subscriber you have full access to all archives and reports at wwwjackmyerscom If you require your ID and password contact maryannjackmyerscom amp160

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