EXCLUSIVE: Myers 2000 - 2010- 2020 Media, Advertising and Marketing Expenditures Report

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Jack Myers Media Business Report
Media, Advertising and Marketing Economic Health Report 2000 - 2020
Ten Year Average (2000-2010-2020)
UPDATED 01-04-2011   Data Reported in Billions        
 200020102020
 $ % Share% Change$% Share% Change$% Share
         
Direct-to-Trade Promotion/Slotting Allowances172,20031.5-3.5%166,14227.7-7.9%153,02920.2
Consumer Sales Promotion/FSI/Incentives130,20023.813.3%147,47524.64.3%153,83120.3
Direct Mail/ E-Mail Marketing42,5007.847.3%62,60110.4-14.0%53,8127.1
Newspaper Advertising(Print + All Platforms)48,4008.9-38.5%29,7625.0-15.8%25,0643.3
Local & National Spot Broadcast TV(All Platforms)25,8004.7-9.9%23,2523.9-24.5%17,5622.3
Cable/Satellite Network Television(All Platforms)9,7601.8112.3%20,7163.567.4%34,6854.6
Broadcast Network TV(All Platforms)16,9703.18.9%18,4863.159.1%29,4103.9
Experiential/Event Marketing10,8002.070.8%18,4503.141.0%26,0103.4
Consumer Magazines Advertising(Print + All Platforms)17,8003.3-7.9%16,3912.721.1%19,8472.6
Terrestrial Radio(All Platforms)19,0003.5-16.5%15,8672.6-5.0%15,0752.0
Search Marketing (Online/Mobile)1280.09663.8%12,4982.1227.4%40,9235.4
Yellow Pages(Print + Digital)12,7002.3-5.0%12,0622.0-33.8%7,9891.1
Media Directed Promotion/Event/Sponsorships2,0000.4469.8%11,3971.9190.5%33,1064.4
Branded Entertainment/Product Placement6650.11102.3%7,9961.357.8%12,6201.7
Out-of-Home/Place-Based(excl. Cinema & P-O-I)5,1750.923.7%6,4011.160.5%10,2761.4
Business-to-Business Magazines(Print + All Platforms)15,3002.8-58.4%6,3701.1-26.8%4,6600.6
Online Originated Display Advertising4,4200.818.6%5,2420.914.6%6,0080.8
Local/Regional Cable TV3,6000.732.4%4,7670.839.4%6,6440.9
Offline Public Relations3,8000.719.4%4,5360.8-27.8%3,2730.4
Broadcast Syndication(All Platforms)1,8890.320.5%2,2760.4-12.8%1,9850.3
Custom Publishing Advertising(Print & Digital)2,7000.5-36.6%1,7110.376.7%3,0230.4
Social Media/WOM/Conversational Marketing1000.01100.0%1,2000.23771.2%46,4546.1
Videogame Advertising1000.0944.2%1,0440.2388.6%5,1020.7
Mobile & Apps Advertising200.04469.6%9140.21765.4%17,0482.2
Cinema Advertising4000.184.8%7390.183.9%1,3590.2
Point-of-Influence/GPS[P-O-I] (Multi-Platform)4000.167.0%6680.1482.3%3,8890.5
Satellite/Internet Originated Radio 00.0 3850.1367.7%1,8020.2
Online Originated Video Content Advertising 00.0 3500.13966.5%14,2451.9
Interactive, VOD & Addressable TV Advertising150.0233.3%500.019204.5%9,6521.3
TOTAL$546,842100.09.7%$599,746100.026.5%$758,381100.0
Source: Jack Myers Media Business Report© copyright 2011        
         

Media Advisory Group, Jack Myers and employees accept no responsibility for any action(s) taken as a result of this forecast.
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. The traditional separation of above and below the line budgets have 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 of prior forecasts and market spending estimates.
2010-2020 are estimates. All data is subject to change based on new and revised information.
References: Barclays Capital, BIA/Kelsey, CAB, Carat, Credit Suisse, Deutsche Bank Equity Research, DMA, eMarketer, Goldman Sachs, GroupM, IAB, JPMorgan Chase, Kantar Research, Magna Global, Morgan Stanley, MPA, Needham Research, Nielsen, PQ Media Alternative Media Research Series, PricewaterhouseCoopers, RAB, TvB, UBS, Veronis Suhler Stevenson Communications Industry Forecast, Wachovia, Wedbush, Zenith Optimedia.
This forecast includes Olympics, NFL, NCAA and other sports programming, incorporated into multiple categories. Includes political spending.
Includes Hispanic Media, although Jack Myers Media Business Report also issues separate data for Hispanic Media.

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