Digital Share of Total U.S. Marketing and Advertising Investments
       
  Total Marketing Digital Spending Digital Share
       
2010 $592.8 Billion $35.8 Billion 6.00%
2011 $592.0 Billion $42.4 Billion 7.30%
2012 (Est.) $596.7 Billion $52.1 Billion 8.70%
       
Source: Jack Myers Media, Advertising and Marketing Data & Forecasts 2010-2020
Includes Hispanic, Olympics, Super Bowl, Political. U.S. Data only.
       

 

Legacy Media & Marketing (Print, TV, Radio, Direct, Promotion)
2010-2012 Digital Share of Total Advertising/Marketing Investments
           
  2010   2011   2012
     %      %     %
Total Media & Marketing* 6.0   7.3   8.7
Consumer Sales Promotion/Coupons 1.0   1.6   2.5
Local/Regional Cable TV 2.2   2.5   2.8
Local/National Spot TV 2.8   3.6   3.6
Cable Network TV 3.3   3.6   4.0
Terrestrial Radio 3.9   4.7   5.9
Broadcast Network TV 4.1   5.0   6.7
Direct Mail/E-Mail 5.5   6.6   8.4
Business-to-Business Magazines 5.7   7.1   9.6
Consumer Magazines 6.0   7.1   9.2
Newspapers 9.9   12.4   14.8
Yellow Pages 17.7   19.2   21.5
Custom Publishing/Site Development 18.2   22.9   28.2
           
Source: Jack Myers Media, Advertising and Marketing Data & Forecasts 2010-2020
Includes Hispanic, Olympics, Super Bowl, Political. U.S. Data only    
           

Broadcast television networks generated five percent of their total 2011 advertising revenues from digital assets and, this year, digital is forecast to represent 6.7% of broadcast network ad revenues. Print media, by comparison, are generating significantly more of their total revenues from digital ads. While digital is not replacing legacy print revenues, the steady decline in traditional print advertising is placing increased pressure on publishers to shift their focus to digital, which will account for nearly 15% of their ad revenues in 2012 and an estimated 40% by 2020. Newspaper advertising print revenues declined 10.6% in 2011 and they are forecast to decline another 5.5% in 2012, with an annual 6.3% decline throughout this decade. Newspapers' digital revenues grew 14.5% in 2011 and will grow an estimated 22.5% in 2012.

Similar dynamics are in place for consumer magazine publishers, which are approaching 10% of their ad revenues generated from digital business. Magazine's share of total ad revenues from digital is forecast to increase to almost one-third by 2020.

The data above reflects digital's share of total spending in each legacy media and marketing category for 2010, 2011 and 2012. The data below represents the 2020 forecast for digital's share of investment in each legacy media category. The full Myers Media, Advertising and Marketing Data and Forecasts for 2010 to 2020 in 57 categories is available to subscribers at http://www.jackmyers.com/jack-myers-spending-forecast . Your user name is your email address and your password is your company name, all lower case. If you cannot successfully log in, contact maryann@jackmyers.com .

Legacy Media & Marketing (Print, TV, Radio, Direct, Promotion)
Digital Share of Total Advertising Revenues (Est.)
       
  Total Marketing Digital Spending Digital Share
       
2012 $596.7 Billion $  52.1 Billion 8.70%
2020 $566.9 Billion $168.4 Billion 29.40%
       

  2012   2020  
       %     %  
Total Media & Marketing* 8.7   29.4  
Consumer Sales Promotion/Coupons 2.5   29.1  
Local/Regional Cable TV 2.8   9.3  
Local/National Spot TV 3.6   9.7  
Cable Network TV 4.0   15.3  
Terrestrial Radio 5.9   16.8  
Broadcast Network TV 6.7   26.5  
Direct Mail/E-Mail 8.4   20.7  
Business-to-Business Magazines 9.6   25.4  
Consumer Magazines 9.2   31.6  
Newspapers 14.8   40.2  
Yellow Pages 21.5   27.7  
Custom Publishing/Site Development 28.2   44.5  
         
Source: Jack Myers Media, Advertising and Marketing Data & Forecasts 2010-2020
Includes Hispanic, Olympics, Super Bowl, Political. U.S. Data only  
         

*Total media and marketing also includes direct to trade promotion, experiential/event marketing, search marketing, sponsorships, branded entertainment/product placement, out-of-home, cinema, online originated display advertising, online originated video advertising, offline public relations, social marketing, videogame advertising, mobile and apps, point-of-influence/GPS, Satellite radio, interactive/VOD.

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