Official Marketing / Advertising Spending Data: 2011-2012 for 57 Categories
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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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Jack Myers
Media Ecologist, Founder: MediaVillage and Advancing Diversity Hall of Honors Jack Myers is a media ecologist and founder of MediaVillage, the media and advertising community’s leading resource for market intelligence, education, business connection…
