The Hidden $50 Billion Available to Media & Advertising Companies from Below-the-Line Marketing Budgets

Originally published September 2009In 2009 total advertising revenues are projected to be 2018 billion and total marketing revenues are projected to be 700 billion In 2015 advertising revenues are projected by Jack Myers Media Business Report to grow to 2532 billion while total marketing expenditures including advertising increase to 8091 billion An estimated 10 billion in 2010 growing to 17 billion in 2015 is available in incremental revenues to media companies if just 02 to 35 of spending shifts to traditional media from belowtheline nonadvertising marketing categories annually Thanks to the Internet mobile and interactive TV belowtheline revenues are now accessible to broadcast networks cable networks magazines newspapers outofhome media online and other traditional advertisingdependent media in conjunction with inventorybased media buys While the music and sports industries are successfully tapping into these budgets almost no effort is being made by traditional media to capture them Unless the industry responds an estimated 46 billion could be left on the table between 2010 and 2015 too obvious an opportunity to ignore as the industry struggles for survival Jack Myers Media Business Report has been focusing on this issue for more than two decades and continues our series of commentaries outlining the potential business models for traditional media in this week39s report for corporate subscribersamp160

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The Hidden $50 Billion Available to Media & Advertising Companies from Below-the-Line Marketing Budgets

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Jack Myers

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The Hidden $50 Billion Available to Media & Advertising Companies from Below-the-Line Marketing Budgets

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