Market Share Winners and Losers: Media, Advertising & Marketing 2000-2010-2020 - Jack Myers

Contrary to popular Wall Street and Madison Avenue perception broadcast networks39 share of marketers39 total communications expenditures will actually increase 25 between 2010 and 2020 Marketers39 investments in cable network television will increase in market share more than 150 between 2000 and 2020 While actual dollar expenditures are the most relevant data point a view of projected share of market gains and losses over a 20 year period offers a far more focused perspective on the realities of the media and advertising transformation occurring between 2000 and 2020 An exclusive report published this week by Jack Myers Media Business Report provides detailed data on market share shift between 2000 and 2020 for 29 media and marketing categories Jack Myers Media Business Report is underwritten by more than 100 leading media companies agencies marketers research firms and investment analysts The Myers data confirms the positive outlook on broadcast and cable network television offered last week by industry executives at the UBS Global Media ConferenceThe following is a summary of some of Myers39 core economic insights on the share of market shift from 2000 to 2010 and forecasts for 2010 to 2020 Jack Myers Media Business Report Share of Total Marketing Communications Expenditures 2000 to 2020 amp160 amp160 amp160 amp160 Category 2000 2010 2020 amp160 amp160 amp160 amp160 Broadcast Network Television 31 31 39 amp160 amp160 amp160 amp160 CableSatellite Network Television 18 34 46 amp160 amp160 amp160 amp160 Consumer Magazines 32 27 25 amp160 amp160 amp160 amp160 Newspapers 88 50 33 amp160 amp160 amp160 amp160 Includes traditional and digital distribution revenues amp160 amp160 amp160 See Source Below amp160 amp160 amp160 amp160 amp160 amp160 amp160 Myers projects that more than 25 of broadcast network advertising revenues and more than 18 of cable network advertising revenues will be generated through their digital assets in 2020Social online and mobile originated marketing are forecast by Myers to experience dramatic growth over the next decade Display advertising generated by online originated sites is unchanged from 2000 to 2020 at 08 share of market even though total dollars invested increase from 44 billion to 60 billion Jack Myers Media Business Report Share of Total Marketing Communications Expenditures 2000 to 2020 amp160 amp160 amp160 amp160 Category 2000 2010 2020 amp160 amp160 amp160 amp160 Social MediaWordofMouth amp160 amp160 amp160 Conversational Marketing 000 020 610 amp160 amp160 amp160 amp160 OnlineMobile Search Marketing 0 21 54 amp160 amp160 amp160 amp160 Mobile ampamp Apps Advertising 0 01 22 amp160 amp160 amp160 amp160 Online Originated Videoamp160 amp160 amp160 amp160 Advertising 0 01 19 amp160 amp160 amp160 amp160 InteractiveVOD ampampamp160 amp160 amp160 amp160 Addressable TV Advertising 0 0 13 amp160 amp160 amp160 amp160 Source Jack Myers Media Business Report 2020Vision Advertising and Marketing Economic Health Report 2000 amp8211 2020 Published December 2010 amp160 amp160 amp160 Full details available to corporate subscribers of Jack Myers Media Business Report amp160 For subscription information visit wwwmyersreportscomamp160amp160 amp160 amp160 amp160 amp160 amp160 amp160 amp160 The Myers data includes expenditures share growth and market share from 2000 to 2020 Myers39 data is differentiated from that of most analysts and forecasters who currently fail to credit traditional media with their share of digital advertising revenues instead packaging all digital display search video mobile and social revenues together Myers recognizes and forecasts both traditional and digital revenues of each media and marketing category providing a more accurate investment and growthdecline perspectiveMyers also is the only forecaster who reports 29 total marketing and media categories offering an integrated perspective on the flow of both marketers39 above and belowtheline expenditures This is especially relevant since the growth of digital media is heavily dependent on belowtheline budgets Jack Myers Media Business Report Share of Total Marketing Communications Expenditures 2000 to 2020 amp160 amp160 amp160 amp160 Category 2000 2010 2020 amp160 amp160 amp160 amp160 DirecttoTrade Promotion amp160 amp160 amp160 Slotting Allowances 3140 2760 2020 amp160 amp160 amp160 amp160 Source Jack Myers Media Business Report 2020Vision Advertising and Marketing Economic Health Report 2000 amp8211 2020 Published December 2010 amp160 amp160 amp160 Full details available to corporate subscribers of Jack Myers Media Business Report amp160 For subscription information visit wwwmyersreportscomamp160amp160 amp160 amp160 amp160 amp160 amp160 amp160 amp160 Myers39 detailed data on advertising media and marketing expenditures is available to corporate subscribers to Jack Myers Media Business Report at wwwjackmyerscom For information on corporate underwriting visit wwwmyersreportscom or contact JackmediadvisorygroupcomTo comment visit wwwjackmyersthinktankcom JackMyersThinkTank and MediaBizBloggers are free and underwritten as an industry service by corporate subscribers to Jack Myers Media Business Report For subscription information visit wwwmyersreportcom Visit the archives of JackMyersThinkTank and MediaBizBloggersamp160

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Market Share Winners and Losers: Media, Advertising & Marketing 2000-2010-2020 - Jack Myers

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