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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