Exclusive U.S. Advertising & Marketing Expenditures Forecast 2010-2011

Detailed Data Below Industry39s Most Thorough and AllEncompassing Expenditure Report 20102011 Fiftyfive Traditional and Digital Advertising and Marketing Categories Exclusively for Jack Myers Media Business Report SubscribersSee Jack Myers commentary belowJack Myers Media Business ReportMedia Advertising and Marketing Economic Health Report 2010 2011UPDATED 12032010amp160amp160amp160 Data reported in billionsamp160amp160amp160amp160amp160amp160amp160amp160200920102011amp160 Change Share Change Shareamp160amp160amp160amp160amp160amp160amp160amp160DirecttoTrade PromotionSlotting Allowances1628842016614227630171126281Consumer Sales PromotionFSIIncentives1442302314747524519150328247Traditional1431372014600099016148336987Digital1093350147610350199213Direct Mail EMail Marketing600284362601104346045399Traditional4684831483007728044436735Digital13180851430022812016016265Newspaper Advertising Print All Platforms32096732976250542815046Traditional2945690268059018024661876Digital26401202957991803489124Local ampamp National Spot Broadcast TVAll Platforms2007515823252391382003933Traditional194841602260197214519324964Digital5911006502810071536CableSatellite Network Television All Platforms19017892071634672211136Traditional1845286200389676221281962Digital5652006783322583138Broadcast Network TV All Platforms17363651848631441930532Traditional1682754177369592518179942Digital53640075041500112658ExperientialEvent Marketing17740401845031301900331Consumer Magazines Advertising Print All Platforms16162141639127131617227Traditional1526310154169403014953925Digital8998597560250121975Terrestrial Radio All Platforms14952611586726521504525Traditional1455256153679686014445960Digital4002505003220060040Search Marketing OnlineMobile1070016812498211201399723Yellow Pages Print Digital13363971206220781111818Traditional110331009930823958986808Digital2330852132177002132192Media Directed PromotionEventSponsorships991015011397191601322022Branded EntertainmentProduct Placement75436079961380863514OutofHomePlaceBased excl Cinema ampamp POI62033264011135662611BusinesstoBusiness Magazines Print All Platforms67485663701140611710Traditional6568856010943605649923Digital18010003605730046877Online Originated Display Advertising48009252420965558209LocalRegional Cable TV4059175476708113422907Traditional397617246609781204101970Digital833001072220012930Offline Public Relations44472045360820444507Broadcast Syndication All Platforms41058137710626367206Traditional4038853695980303584976Digital6715076201508824Custom PublishingSite Advertising Print ampamp Digital17542417110308169803Traditional1532861400818651309771Digital222400311182250389229Social MediaWOMConversational Marketing800500120002600192003Videogame Advertising908150104402240129502Mobile ampamp Apps Advertising71428091402400127902Cinema Advertising710125739016278501Traditional7104073899962784999Digital0200010180101PointofInfluenceGPS POI MultiPlatform636506680112074801SatelliteInternet Originated Radioamp1603411303850125048201Online Originated Video Content Advertisingamp1602265503500150052501Interactive VOD ampamp Addressable TV Advertising20150050004007000TOTAL582533326012411000126081761000Source Jack Myers Media Business Reportamp169 copyright 2010amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160amp160Media Advisory Group Jack Myers and employees accept no responsibility for any actions taken as a result of this forecast20102020 are estimates All data is subject to change based on new and revised informationReferences 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 Research Nielsen PQ Media Alternative Media Research Series PricewaterhouseCoopers RAB TvB UBS Veronis Suhler Stevenson Communications Industry Forecast Wachovia Wedbush Zenith OptimediaThis forecast includes Olympics NFL NCAA and other sports programming incorporated into multiple categories Includes political spendingIncludes Hispanic Media although Jack Myers Media Business Report also issues separate data for Hispanic Mediaamp160Marketers39 total US advertising and communications spending is forecast to increase 32 in 2010 and an additional 12 in 2011 according to the new Media Advertising and Marketing Economic Health Report being issued this month by Jack Myers Media Business Report Later this month Jack Myers Media Business Report will publish full projections through 2020 Myers projects that marketers will invest a total 6012 billion in 2010 in marketing communications an increase from 5825 billion in 2009 The report integrates traditional above and belowtheline budgets into a single analysis and for the first time distributes marketers39 digital spending into the specific media and marketing categories that will actually generate the revenues For example 58 of broadcast network revenues are forecast to be generated from digital assets in 2011 increasing by 40 in 2010 and 50 in 2011 Only 38 of cable network TV revenues will be generated from digital assets in 2011 an increase of 225 over 2010 digital revenues of 678 million Separate categories for online originated display online originated video and mobile advertising exclude the dollars that are being invested with traditional media and marketing companies Fiftypercent of Hulu revenues for example are included in the Broadcast Network Digital category and 50 in Online Originated VideoThe data published above includes yeartoyear percent increases for each media and marketing category Data reflects the traditional vs digital breakdown for each category and the share of total marketing expenditures represented by each categoryIf political spending estimated at 35 billion in 2010 were excluded from the Myers data total marketing expenditures would be increasing 26 and the 2011 increase would be 175 The primary beneficiary of political spending in 2010 was local television which experienced projected increases of 158 including 650 million in digital revenuesThe new Myers data represents a thorough reevaluation of the marketplace and a significant recalibration of existing databases and available marketing expenditure data from established sources I invite comments observations corrections and insights that can assure optimum accuracyYou 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 amp160amp160

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Exclusive U.S. Advertising & Marketing Expenditures Forecast 2010-2011

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