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

Contrary to popular Wall Street and Madison Avenue perception, broadcast networks' share of marketers' total communications expenditures will actually increase 25% between 2010 and 2020. Marketers' 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 MyersMedia Business Reportis 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 Conference.

The following is a summary of some of Myers' core economic insights on the share of market shift from 2000 to 2010 and forecasts for 2010 to 2020.

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 2020.

Social, 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 0.8% share of market, even though total dollars invested increase from $4.4 billion to $6.0 billion.

The Myers data includes expenditures, share growth and market share from 2000 to 2020. Myers' 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 growth/decline perspective.

Myers also is the only forecaster who reports 29 total marketing and media categories, offering an integrated perspective on the flow of both marketers' above and below-the-line expenditures. This is especially relevant since the growth of digital media is heavily dependent on below-the-line budgets.

Myers' detailed data on advertising, media and marketing expenditures is available to corporate subscribers to Jack MyersMedia Business Report at www.jackmyers.com. For information on corporate underwriting, visit www.myersreports.com or contact Jack@mediadvisorygroup.com

To comment, visit www.jackmyersthinktank.com. JackMyersThinkTank and MediaBizBloggers are free and underwritten as an industry service by corporate subscribers toJack Myers Media Business Report. For subscription information, visit www.myersreport.com. Visit the archives of JackMyersThinkTankand MediaBizBloggers.