Myers Advertising and Marketing Investment Forecasts: 2009 Ad Spend Down 4.0%

By The Myers Report Archives
Cover image for  article: Myers Advertising and Marketing Investment Forecasts: 2009 Ad Spend Down 4.0%

Click Here to order your free print-friendly copy of Jack Myers Media Business Report Advertising and Marketing Investment Forecast.

Jack Myers Media BusinessReport
Advertising and Marketing Investment Forecast
2008 - 200920082009
ADVERTISING% Growth$% Share% Growth$% Share
Newspapers-16.0% $               38,44116.5-15.0% $               32,67514.6
Broadcast Network Television-3.0% $               18,3687.9-4.0% $               17,6337.9
Cable Network Television4.0% $               18,4107.93.0% $               18,9638.5
Broadcast Syndication4.0% $                 3,1931.40.0% $                 3,1931.4
Local & National Spot TV0.0% $               26,07711.2-9.5% $               23,60010.6
Local/Regional Cable TV2.0% $                 6,4732.8-4.0% $                 6,2142.8
Branded Entertainment/Product Placement30.0% $                 9,5354.115.0% $               10,9654.9
Videogame Advertising80.0% $                 1,0280.445.0% $                 1,4910.7
Cinema Advertising14.0% $                    8340.48.0% $                    9000.4
Terrestrial Radio-5.0% $               19,6438.4-10.0% $               17,6797.9
Satellite Radio25.0% $                    3220.120.0% $                    3860.2
Consumer Magazines-12.0% $               12,6735.5-13.0% $               11,0254.9
Business-to-Business Magazines-4.0% $                 8,8983.8-9.0% $                 8,0973.6
Custom Publishing6.0% $               22,1289.5-2.0% $               21,6869.7
Online (Includes Display, Search, Video, and Other)13.8% $               24,64110.613.5% $               27,96812.5
         Online Display Advertising3.0% $              11,362 3.8% $              11,788 
         Online Search Advertising21.0% $              12,361 18.3% $              14,618 
         Online Video, Social Networks, Widgets, Other128.0% $                   919 70.0% $                1,562 
Out-of-Home/Place-Based (excl. Cinema)3.0% $                 7,1843.12.0% $                 7,3273.3
Mobile Advertising60.0% $                    8060.340.0% $                 1,1290.5
Yellow Pages-Print-4.0% $               13,8446.0-12.0% $               12,1835.5
MARKETING COMMUNICATIONS  100%  100%
Total Advertising-1.3% $       232,49730.6-4.0% $       223,11330.0
Direct Mail / Marketing3.0%$173,53122.8-4.0%$166,59022.4
Trade Promotion/Slotting Allowances-1.0%$170,71322.51.0%$172,42023.2
Consumer Sales Promotion/Incentives2.0%$139,56418.43.0%$143,75119.3
Event Marketing15.0%$19,5522.60.0%$19,5522.6
Public Relations6.0%$4,5410.63.0%$4,6770.6
Other-15.0%$19,3522.5-30.0%$13,5461.8
Total Advertising & Marketing0.3%$759,750100.0-2.1%$743,649100.0
Updated 10/13/08      
       
2009 - 201020092010
ADVERTISING% Growth$% Share% Growth$% Share
Newspapers-15.0% $               32,67514.6-8.0% $               30,06113.2
Broadcast Network Television-4.0% $               17,6337.9-2.0% $               17,2817.6
Cable Network Television3.0% $               18,9638.55.0% $               19,9118.7
Broadcast Syndication0.0% $                 3,1931.42.0% $                 3,2571.4
Local & National Spot TV-9.5% $               23,60010.6-3.0% $               22,89210.0
Local/Regional Cable TV-4.0% $                 6,2142.82.0% $                 6,3382.8
Branded Entertainment/Product Placement15.0% $               10,9654.920.0% $               13,1585.8
Videogame Advertising45.0% $                 1,4910.750.0% $                 2,2361.0
Cinema Advertising8.0% $                    9000.48.0% $                    9730.4
Terrestrial Radio-10.0% $               17,6797.9-6.0% $               16,6187.3
Satellite Radio20.0% $                    3860.225.0% $                    4830.2
Consumer Magazines-13.0% $               11,0254.9-3.5% $               10,6394.7
Business-to-Business Magazines-9.0% $                 8,0973.62.0% $                 8,2593.6
Custom Publishing-2.0% $               21,6869.76.5% $               23,09510.1
Online (Includes Display, Search, Video, and Other)13.5% $               27,96812.516.0% $               32,44114.2
         Online Display Advertising3.8% $              11,788 -2.9% $              11,446 
         Online Search Advertising18.3% $              14,618 18.3% $              17,293 
         Online Video, Social Networks, Widgets, Other70.0% $                1,562 137.0% $                3,702 
Out-of-Home/Place-Based (excl. Cinema)2.0% $                 7,3273.32.0% $                 7,4743.3
Mobile Advertising40.0% $                 1,1290.560.0% $                 1,8060.8
Yellow Pages-Print-12.0% $               12,1835.5-6.0% $               11,4525.0
MARKETING COMMUNICATIONS  100%  100%
Total Advertising-4.0% $       223,11330.02.4% $       228,37330.7
Direct Mail / Marketing-4.0%$166,59022.4-1.5%$164,09122.1
Trade Promotion/Slotting Allowances1.0%$172,42023.2-3.0%$167,24822.5
Consumer Sales Promotion/Incentives3.0%$143,75119.31.5%$145,90719.6
Event Marketing0.0%$19,5522.67.5%$21,0182.8
Public Relations3.0%$4,6770.66.0%$4,9570.7
Other-30.0%$13,5461.8-10.0%$12,1921.6
Total Advertising & Marketing-2.1%$743,649100.00.0%$743,786100.0
Updated 10/13/08      
       
2007- 200820072008
ADVERTISING% Growth$% Share% Growth$% Share
Newspapers-4.6% $               45,76319.4-16.0% $               38,44116.5
Broadcast Network Television2.0% $               18,9368.0-3.0% $               18,3687.9
Cable Network Television5.0% $               17,7027.54.0% $               18,4107.9
Broadcast Syndication1.0% $                 3,0701.34.0% $                 3,1931.4
Local & National Spot TV-6.0% $               26,07711.10.0% $               26,07711.2
Local/Regional Cable TV9.0% $                 6,3462.72.0% $                 6,4732.8
Branded Entertainment/Product Placement35.0% $                 7,3353.130.0% $                 9,5354.1
Videogame Advertising90.0% $                    5710.280.0% $                 1,0280.4
Cinema Advertising15.0% $                    7310.314.0% $                    8340.4
Terrestrial Radio-2.0% $               20,6778.8-5.0% $               19,6438.4
Satellite Radio120.0% $                    2570.125.0% $                    3220.1
Consumer Magazines4.2% $               14,4016.1-12.0% $               12,6735.5
Business-to-Business Magazines3.0% $                 9,2683.9-4.0% $                 8,8983.8
Custom Publishing14.0% $               20,8768.96.0% $               22,1289.5
Online (Includes Display, Search, Video, and Other)20.0% $               21,6469.213.8% $               24,64110.6
         Online Display Advertising13.5% $              11,027 3.0% $              11,362 
         Online Search Advertising22.7% $              10,216 21.0% $              12,361 
         Online Video, Social Networks, Widgets, Other  $                   403 128.0% $                   919 
Out-of-Home/Place-Based (excl. Cinema)8.6% $                 6,9743.03.0% $                 7,1843.1
Mobile Advertising40.0% $                    5040.260.0% $                    8060.3
Yellow Pages-Print0.5% $               14,4216.1-4.0% $               13,8446.0
MARKETING COMMUNICATIONS  100%  100%
Total Advertising3.4% $       235,55531.1-1.3% $       232,49730.6
Direct Mail / Marketing6.0%$168,47722.23.0%$173,53122.8
Trade Promotion/Slotting Allowances2.8%$172,43822.8-1.0%$170,71322.5
Consumer Sales Promotion/Incentives3.5%$136,82818.12.0%$139,56418.4
Event Marketing15.0%$17,0022.215.0%$19,5522.6
Public Relations7.5%$4,2840.66.0%$4,5410.6
Other-7.5%$22,7673.0-15.0%$19,3522.5
Total Advertising & Marketing3.7%$757,349100.00.3%$759,750100.0
Updated 10/13/08      
       

Source: Jack Myers Media Business Report© copyright 2008, Myers Publishing, LLC
Contents may be reprinted with source as www.MyersReport.com
Jack Myers Media Business Report, Myers Publishing LLC, Jack Myers and employees accept no responsibility for any action(s) taken as a result of the forecast.
References: Veronis Suhler Stevenson Communications Industry Forecast, TvB, Zenith Optimedia, GroupM, IAB, MPA, RAB, CAB, PQ Media Alternative Media Research Series, Wachovia.

Copyright ©2024 MediaVillage, Inc. All rights reserved. By using this site you agree to the Terms of Use and Privacy Policy.