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

Detailed Data Below: Industry's Most Thorough and All-Encompassing Expenditure Report 2010-2011. Fifty-five Traditional and Digital Advertising and Marketing Categories. Exclusively for Jack Myers Media Business Report Subscribers.

See Jack Myers commentary below.

Media Advisory Group, Jack Myers and employees accept no responsibility for any action(s) taken as a result of this forecast.
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.

Marketers' total U.S. advertising and communications spending is forecast to increase 3.2% in 2010 and an additional 1.2% in 2011 according to the new Media, Advertising and Marketing Economic Health Report being issued this month by Jack MyersMedia Business Report. Later this month, Jack MyersMedia Business Report will publish full projections through 2020.Myers projects that marketers will invest a total $601.2 billion in 2010 in marketing communications, an increase from $582.5 billion in 2009. The report integrates traditional above and below-the-line budgets into a single analysis and, for the first time, distributes marketers' digital spending into the specific media and marketing categories that will actually generate the revenues. For example, 5.8% of broadcast network revenues are forecast to be generated from digital assets in 2011, increasing by 40% in 2010 and 50% in 2011. Only 3.8% of cable network TV revenues will be generated from digital assets in 2011, an increase of 22.5% 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. Fifty-percent of Hulu revenues, for example, are included in the Broadcast Network Digital category and 50% in Online Originated Video.

The data published above includes year-to-year 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 category.

If political spending, estimated at $3.5 billion in 2010, were excluded from the Myers data, total marketing expenditures would be increasing 2.6% and the 2011 increase would be 1.75%. The primary beneficiary of political spending in 2010 was local television, which experienced projected increases of 15.8% including $650 million in digital revenues.

The new Myers data represents a thorough re-evaluation 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 accuracy.

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