Kantar 2009 Media Spending Compared to Myers 2009 Spending Data

Kantar Media last week released its ad spending data for the full year 2009 reporting a decline in yeartoyear spending of 123 and total ad spending of 1253 billion Since Kantar formerly publishing data under the TNS brand is a respected source used widely by media companies agencies marketers and the financial community I naturally compare my Media Business Report media investment data Apples to apples comparisons however are difficult to make Kantar39s reported data is limited to television newspapers magazines radio online display ads outdoor and free standing coupon insert distribution costs The Myers data is more far reaching totaling 1881 billion plus an additional 5135 billion in nonadvertising marketing budgets Myers analysis includes cinema online video online search yellow pages videogames social media trade and consumer promotion custom publishing event marketing public relations mobile branded entertainment and satellite radioThere are additional disparities in methodology between Kantar and Myers that make comparisons difficult Kantar39s data includes only 32 local radio markets while Myers39 data includes the full industry Myers magazine data is generated from multiple aggregated and weighted sources while Kantar relies on Publishers Information Bureau data Kantar excludes online revenues for magazines and newspapers while Myers integrates online and other digital revenuesBut extracting our data to conform as closely as possible to Kantar39s available information reflects a generally parallel view of the market with Myers reporting an 119 yeartoyear spending decline compared to Kantar39s 123 decline This data however does not reflect the full impact of the 2009 recession on ad spending and media revenuesJack Myers Media Business Report is published every Monday exclusively for corporate subscribers If you believe you are a subscriber and should be receiving the extended subscriberonly version of this report please contact Jack Myers at jackmediadvisorygroupcom For subscription information click hereamp160 Corporate Subscribers please click on the link to log in and read this complete commentary httpwwwjackmyerscomcommentarymediabusinessreport88647422html

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Kantar 2009 Media Spending Compared to Myers 2009 Spending Data

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Jack Myers

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Kantar 2009 Media Spending Compared to Myers 2009 Spending Data

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