TV, Print, Radio Capturing 33% of Total Digital Ad Spend

By The Myers Report Archives
Cover image for  article: TV, Print, Radio Capturing 33% of Total Digital Ad Spend

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

Jack Myers Media Business Report    
Official Marketing / Advertising Spending Data 2012 - 2020   
UPDATED January 2013   Data reported in 000,000    
Newspaper Advertising (Digital Only)16.5%3,94415.0%4,536
Local & National Spot Broadcast TV(Digital Only)15.0%85218.0%1,006
Cable/Satellite Network Television (Digital Only)22.5%97625.0%1,220
Broadcast Network TV (Digital Only)40.0%1,31340.0%1,838
Consumer Magazines Advertising (Digital Only)30.0%1,52225.0%1,902
Terrestrial Radio (Digital Only)32.0%1,00535.0%1,357
Yellow Pages (Digital Only)3.0%2,196-3.0%2,130
Business-to-Business Magazines (Digital Only)25.0%54025.0%675
Local/Regional Cable TV (Digital Only)20.0%14416.0%167
Broadcast Syndication (Digital Only)17.5%10122.5%123
Cinema Advertising (Digital Only)12.0%115.0%1
Interactive, VOD & Addressable TV Advertising70.0%119120.0%262
Hispanic Media (Includes Display, Search, Video, Mobile, Other)18.9%39021.0%472
Total U.S. Legacy Media Digital Ad Spending 19.5%13,10319.7%15,689
Source: Jack Myers Media Business Report© copyright 2013  
Newspaper Advertising (Digital Only)5,5889,10612.3%10.3%
Local & National Spot Broadcast TV(Digital Only)1,3521,94316.7%7.6%
Cable/Satellite Network Television (Digital Only)2,0626,03028.3%24.0%
Broadcast Network TV (Digital Only)3,0455,53032.5%12.8%
Consumer Magazines Advertising (Digital Only)3,0195,30625.7%12.0%
Terrestrial Radio (Digital Only)2,3965,54733.7%18.4%
Yellow Pages (Digital Only)2,0451,779-2.3%-2.7%
Business-to-Business Magazines (Digital Only)9391,05420.3%2.4%
Local/Regional Cable TV (Digital Only)24148218.7%15.2%
Broadcast Syndication (Digital Only)20836927.5%12.2%
Cinema Advertising (Digital Only)1215.0%8.0%
Interactive, VOD & Addressable TV Advertising1,0909,652110.0%56.0%
Hispanic Media (Includes Display, Search, Video, Mobile, Other)7381,89523.7%21.0%
Total U.S. Legacy Media Digital Ad Spending 22,72448,69720.1%16.5%
Source: Jack Myers Media Business Report© copyright 2013  

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