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Official Marketing / Advertising Spending Data: 2011-2012 for 57 Categories
Jack Myers Media Business Report  
Official Marketing / Advertising Spending Data  
UPDATED 02-6-2012    Data reported  in 000,000  
  2011 2012
  % Change $ % Share % Change $ % Share
             
Direct-to-Trade Promotion/Slotting Allowances 2.4% 170,129 29.0 0.0% 170,129 28.8
Consumer Sales Promotion/Coupons -2.6% 143,689 24.5 -2.1% 140,629 23.8
Traditional -3.2% 141,328 98.4 -3.0% 137,088 97.5
Digital 60.0% 2,361 1.6 50.0% 3,541 2.5
Direct Mail/ E-Mail Marketing (All Platforms) -6.9% 47,596 8.1 -10.3% 42,706 7.2
Traditional -8.0% 44,436 93.4 -12.0% 39,104 91.6
Digital 12.0% 3,160 6.6 14.0% 3,602 8.4
Newspaper Advertising (Print + All Platforms) -8.1% 27,349 4.7 -2.8% 26,590 4.5
Traditional -10.6% 23,964 87.6 -5.5% 22,646 85.2
Digital 14.5% 3,386 12.4 16.5% 3,944 14.8
Local & National Spot Broadcast TV(All Platforms) -10.9% 20,721 3.5 15.1% 23,849 4.0
Traditional -11.6% 19,980 96.4 15.1% 22,997 96.4
Digital 14.0% 741 3.6 15.0% 852 3.6
Cable/Satellite Network Television (All Platforms) 8.3% 22,438 3.8 9.0% 24,457 4.1
Traditional 8.0% 21,641 96.4 8.5% 23,481 96.0
Digital 17.5% 797 3.6 22.5% 976 4.0
Broadcast Network TV (All Platforms) 1.5% 18,762 3.2 5.0% 19,708 3.3
Traditional 0.5% 17,824 95.0 3.2% 18,395 93.3
Digital 25.0% 938 5.0 40.0% 1,313 6.7
Experiential/Event Marketing 0.0% 18,450 3.1 2.5% 18,911 3.2
Consumer Magazines Advertising (Print + All Platforms) 1.2% 16,594 2.8 -0.2% 16,559 2.8
Traditional 0.1% 15,423 92.9 -2.5% 15,038 90.8
Digital 20.0% 1,170 7.1 30.0% 1,522 9.2
Terrestrial Radio (All Platforms) 1.1% 16,159 2.8 4.6% 16,895 2.9
Traditional 0.2% 15,398 95.3 3.2% 15,890 94.1
Digital 22.0% 761 4.7 32.0% 1,005 5.9
Search Marketing (Online/Mobile) 17.0% 14,622 2.5 12.0% 16,377 2.8
Yellow Pages (Print + Digital) -7.8% 11,118 1.9 -8.3% 10,194 1.7
Traditional -9.5% 8,986 80.8 -11.0% 7,998 78.5
Digital 0.0% 2,132 19.2 3.0% 2,196 21.5
Media Directed Social/Promotion/Sponsorships 7.0% 12,194 2.1 7.5% 13,109 2.2
Branded Entertainment/Product Placement 5.0% 8,395 1.4 4.5% 8,773 1.5
Out-of-Home/Place-Based (excl. Cinema & P-O-I) 3.4% 6,619 1.1 4.0% 6,884 1.2
Business-to-Business Magazines (Print + All Platforms) -4.5% 6,081 1.0 -7.5% 5,624 1.0
Traditional -6.0% 5,649 92.9 -10.0% 5,084 90.4
Digital 20.0% 432 7.1 25.0% 540 9.6
Online Originated Display Advertising 20.0% 6,290 1.1 15.0% 7,233 1.2
Local/Regional Cable TV (All Platforms) -0.2% 4,757 0.8 9.3% 5,198 0.9
Traditional -0.5% 4,637 97.5 9.0% 5,054 97.2
Digital 12.0% 120 2.5 20.0% 144 2.8
Offline Public Relations -3.5% 4,377 0.7 -2.0% 4,290 0.7
Broadcast Syndication (All Platforms) 6.4% 2,423 0.4 -1.3% 2,391 0.4
Traditional 6.2% 2,337 96.5 -2.0% 2,290 95.8
Digital 12.0% 86 3.5 17.5% 101 4.2
Custom Publishing/Site Development (Print & Digital) -0.8% 1,698 0.3 0.5% 1,706 0.3
Traditional -6.5% 1,309 77.1 -6.5% 1,224 71.8
Digital 25.0% 389 22.9 24.0% 482 28.2
Social Marketing/WOM/Conversational Marketing 40.0% 1,680 0.3 60.0% 2,688 0.5
Videogame Advertising/Virtual Currency 24.0% 1,295 0.2 40.0% 1,813 0.3
Mobile & Apps Advertising 40.0% 1,279 0.2 32.0% 1,689 0.3
Cinema Advertising (All Platforms) -4.2% 708 0.1 1.6% 720 0.1
Traditional -4.2% 707 99.9 1.6% 719 99.9
Digital 8.0% 1 0.1 12.0% 1 0.1
Point-of-Influence/GPS [P-O-I] (Multi-Platform) 12.0% 748 0.1 12.0% 838 0.1
Satellite/Internet Originated Radio  17.0% 451 0.1 22.0% 550 0.1
Online Originated Video Content Advertising  92.6% 675 0.1 75.0% 1,181 0.2
Interactive, VOD & Addressable TV Advertising 40.0% 70 0.0 70.0% 119 0.0
TOTAL - U.S. Only -0.2% $587,367 100.0 0.8% $591,809 100.0
Source: Jack Myers Media Business Report© copyright 2012            
             

Media Advisory Corp, Inc., Jack Myers and employees accept no responsibility for any action(s) taken as a result of this forecast. 2011-2020 are estimates. Myers Data has been recalibrated in 2010 to reflect updated industry insights, plus a proprietary calculation of the share of digital revenues being invested in each legacy medium. New categories have been added. Direct mail/e-mail data has been recalibrated to reflect new industry information. The traditional separation of above and below the line budgets has been eliminated. This data should not be used in comparison to prior Myers economic reports for 2009 and prior years, but should be presented independently to prior forecasts and marketing spending estimates. Facebook display ads included in display category. This forecast excludes Olympics but includes NFL, NCAA and other sports programming.
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 & Co., Nielsen, Nomura, PricewaterhouseCoopers RAB, TvB, UBS, Veronis Suhler Stevenson Communications Industry Forecast, Wachovia, Wedbush, Zenith Optimedia.

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