Digital advertising revenues of legacy media companies will grow an average of 20% annually over the next three years, paced by television, radio and consumer magazine companies. From 2016 to 2020, legacy media companies will generate average 16.5% annual increases in digital ad revenues, escalating total digital ad revenues of legacy media from $12.7 billion in 2012 to $46.8 billion in 2020. Total digital ad spending in 2012 was $38.8 billion and it is forecast to increase to $160 billion in 2020 (excluding search). The share of total digital ad spending captured by legacy media companies is forecast by Myers to decline from 32.7% in 2012 to 29.3% in 2020. Total digital ad spending is forecast to increase 25.4% annually from 2013 to 2015 and 17.7% annually from 2016 to 2020. The fastest growing segment of the legacy media digital business is Interactive/VOD/Addressable Advertising, which Myers forecasts to accelerate 110% annually between 2013 and 2015 and 56% annually through 2020. The category generated only$119 million in 2012 and is projected to increase to nearly $10 billion by 2020. The details below are extracted from the full Jack Myers Media Business Report Official Marketing/Advertising Spending Data and Forecast 2010-2020, available to Myers Media Business Network members at www.myersbiz.net.

Jack Myers Media Business Report        
Official Marketing / Advertising Spending Data 2012 - 2020      
UPDATED January 2013    Data reported  in 000,000        
  2012 2013
LEGACY MEDIA DIGITAL ADVERTISING SPENDING % Change $ % Change $
Newspaper Advertising (Digital Only) 16.5% 3,944 15.0% 4,536
Local & National Spot Broadcast TV(Digital Only) 15.0% 852 18.0% 1,006
Cable/Satellite Network Television (Digital Only) 22.5% 976 25.0% 1,220
Broadcast Network TV (Digital Only) 40.0% 1,313 40.0% 1,838
Consumer Magazines Advertising (Digital Only) 30.0% 1,522 25.0% 1,902
Terrestrial Radio (Digital Only) 32.0% 1,005 35.0% 1,357
Yellow Pages (Digital Only) 3.0% 2,196 -3.0% 2,130
Business-to-Business Magazines (Digital Only) 25.0% 540 25.0% 675
Local/Regional Cable TV (Digital Only) 20.0% 144 16.0% 167
Broadcast Syndication (Digital Only) 17.5% 101 22.5% 123
Cinema Advertising (Digital Only) 12.0% 1 15.0% 1
Interactive, VOD & Addressable TV Advertising 70.0% 119 120.0% 262
Hispanic Media (Includes Display, Search, Video, Mobile, Other) 18.9% 390 21.0% 472
         
Total U.S. Legacy Media Digital Ad Spending  19.5% 13,103 19.7% 15,689
Source: Jack Myers Media Business Report© copyright 2013 www.myersbiz.net    
         
  2015 2020 AVG AVG
LEGACY MEDIA DIGITAL ADVERTISING SPENDING $ $ 2013 - 2015 2016 - 2020
Newspaper Advertising (Digital Only) 5,588 9,106 12.3% 10.3%
Local & National Spot Broadcast TV(Digital Only) 1,352 1,943 16.7% 7.6%
Cable/Satellite Network Television (Digital Only) 2,062 6,030 28.3% 24.0%
Broadcast Network TV (Digital Only) 3,045 5,530 32.5% 12.8%
Consumer Magazines Advertising (Digital Only) 3,019 5,306 25.7% 12.0%
Terrestrial Radio (Digital Only) 2,396 5,547 33.7% 18.4%
Yellow Pages (Digital Only) 2,045 1,779 -2.3% -2.7%
Business-to-Business Magazines (Digital Only) 939 1,054 20.3% 2.4%
Local/Regional Cable TV (Digital Only) 241 482 18.7% 15.2%
Broadcast Syndication (Digital Only) 208 369 27.5% 12.2%
Cinema Advertising (Digital Only) 1 2 15.0% 8.0%
Interactive, VOD & Addressable TV Advertising 1,090 9,652 110.0% 56.0%
Hispanic Media (Includes Display, Search, Video, Mobile, Other) 738 1,895 23.7% 21.0%
         
Total U.S. Legacy Media Digital Ad Spending  22,724 48,697 20.1% 16.5%
Source: Jack Myers Media Business Report© copyright 2013 www.myersbiz.net    
         
         

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