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Home > Commentary > JackMyers Media Spending Forecast > Advertising Depression: It's Here and It's Sustained. Down 2.4% for 2008; -6.7% for 2009; and -2.3% for 2010
Advertising Depression: It's Here and It's Sustained. Down 2.4% for 2008; -6.7% for 2009; and -2.3% for 2010
Advertising Depression: It's Here and It's Sustained. Down 2.4% for 2008; -6.7% for 2009; and -2.3% for 2010 ADVERTISING DEPRESSION: It's Here and It's Sustained. Down 2.4% for 2008; -6.7% for 2009; and -2.3% for 2010 Media's Advertising Addiction Leaves Billions on the Table Is There a Future for Newspapers? Advertising's Share of Marketing Budgets Declines 12% in Past Decade
Published: December 15, 2008 at 06:03 PM GMT Last Updated: December 18, 2008 at 06:03 PM GMT By Jack Myers
Jack Myers Media BusinessReport Advertising and Marketing Investment Forecast 2008-2009 UPDATED 12-11-08
ADVERTISING
2008 $
% Growth Newspapers Broadcast Network Television Cable Network Television Broadcast Syndication Local & National Spot TV Local/Regional Cable TV Branded Entertainment/Product Placement Videogame Advertising Cinema Advertising Terrestrial Radio Satellite Radio Consumer Magazines Business-to-Business Magazines Custom Publishing Online (Includes Display, Search, Video, and Other) Online Display Advertising Online Search Advertising Online Video, Social Networks, Widgets, Other Out-of-Home/Place-Based (excl. Cinema) Mobile Advertising Yellow Pages-Print
-16.0% -3.0% 3.0% 4.0% -1.5% 1.0% 22.0% 50.0% 12.0% -5.0% 15.0% -12.0% -4.0% 6.0% 13.8% 2.0% 19.0% 40.0% 3.0% 30.0% -6.0%
MARKETING COMMUNICATIONS Total Advertising
-2.4% $229,398
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
38,441 18,368 18,233 3,193 25,686 6,409 8,948 857 819 19,643 296 12,673 8,898 22,128 24,622 11,412 12,161 1,190 7,184 655 12,346
2009 $
% Share % Growth 16.8 8.0 8.0 1.4 11.2 2.8 3.9 0.4 0.4 8.6 0.1 5.5 3.9 9.7 10.5
3.1 0.3 5.4
-15.0% -4.0% 1.0% 0.0% -10.5% -8.0% 8.0% 20.0% 6.0% -12.0% 8.0% -13.0% -9.0% -8.0% 2.7% 1.0% 8.0% 25.0% 1.0% 15.0% -14.0%
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
% Share
32,675 17,633 18,416 3,193 22,989 5,896 9,664 1,028 868 17,286 320 11,025 8,097 20,358 25,297 11,527 13,134 1,480 7,255 753 10,617
100%
Direct Mail / Marketing Trade Promotion/Slotting Allowances Consumer Sales Promotion/Incentives Event Marketing Public Relations Other
3.0% -20.0%
Total Advertising & Marketing
-1.0%
"Camp Rock" Takes Kids' Music to New Heights Advertising Depression: It's Here and It's Sustained. Down 2.4% for 2008; -6.7% for 2009; and -2.3% for 2010 "Attack of the Show," "Supernatural," "Doctor Who," "Weeds" and More: The Top Ten List You Won’t See Anywhere Else NBC and Jay Leno Put Broadcast Television in Play "Big Brother 9" Ignores the Obvious ... Again
$171,847 $167,265 $139,564 $18,702 $4,412 $18,213
30.6 23.0 22.3 18.6 2.5 0.6 2.4
$749,401 100.0
2.0% -3.0% 2.0% 10.0%
15.3 8.3 8.6 1.5 10.8 2.8 4.5 0.5 0.4 8.1 0.1 5.2 3.8 9.5 11.9
Jack Myers Shelly Palmer Cory Treffiletti Charlie Warner Ed Martin The Brothers Einstein for The New EPA Jaffer Ali Jory Des Jardins Gene DeWitt Jerry Weinstein Elaine Liner MediaBizBloggers Archive
3.4 0.4 5.0 100%
-6.7% $ 213,371
29.7
3.0% -30.0%
$164,973 $163,919 $139,564 $18,702 $4,544 $12,749
23.0 22.8 19.4 2.6 0.6 1.8
-4.2%
$717,823
100.0
2010 $
% Share
-4.0% -2.0% 0.0% 0.0%
Jack Myers Media BusinessReport Advertising and Marketing Investment Forecast 2010 UPDATED 12-11-08
ADVERTISING % Growth Newspapers Broadcast Network Television
1 of 3
-8.0% $ -5.0% $
30,061 16,752
14.4 8.0
1/8/2009 10:06 AM
Jack Myers - JackMyers Media Spending Forecast - Advertising Dep...
http://www.jackmyers.com/commentary/media-spending-forecasts/3...
Cable Network Television Broadcast Syndication Local & National Spot TV Local/Regional Cable TV Branded Entertainment/Product Placement Videogame Advertising Cinema Advertising Terrestrial Radio Satellite Radio Consumer Magazines Business-to-Business Magazines Custom Publishing Online (Includes Display, Search, Video, and Other) Online Display Advertising Online Search Advertising Online Video, Social Networks, Widgets, Other Out-of-Home/Place-Based (excl. Cinema) Mobile Advertising Yellow Pages-Print
5.0% 2.0% -7.0% -2.0% 15.0% 25.0% 6.0% -8.0% 15.0% -6.0% -8.0% -6.5% 8.5% -2.9% 14.0% 35.0% 4.0% 30.0% -10.0%
MARKETING COMMUNICATIONS Total Advertising
-2.3% $208,516
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
19,336 3,257 21,380 5,778 11,114 1,285 920 15,903 368 10,364 7,449 19,035 27,435 11,192 14,978 1.998 7,546 980 9,556
9.3 1.6 10.3 2.8 5.3 0.6 0.4 7.6 0.2 5.0 3.6 9.1 13.2
3.6 0.5 4.6 100%
Direct Mail / Marketing Trade Promotion/Slotting Allowances Consumer Sales Promotion/Incentives Event Marketing Public Relations Other
6.0% -15.0%
Total Advertising & Marketing
-2.6%
-3.5% -6.0% 1.5% 7.5%
29.8
$159,199 $154,084 $141,658 $20,104 $4,817 $10,837
22.8 22.0 20.3 2.9 0.7 1.5
$699,215 100.0
Jack Myers Media BusinessReport Advertising and Marketing Investment Forecast 2006-2007 UPDATED 12-11-08
ADVERTISING
2006 $
% Growth Newspapers Broadcast Network Television Cable Network Television Broadcast Syndication Local & National Spot TV Local/Regional Cable TV Branded Entertainment/Product Placement Videogame Advertising Cinema Advertising Terrestrial Radio Satellite Radio Consumer Magazines Business-to-Business Magazines Custom Publishing Online (Includes Display, Search, Video, and Other) Online Display Advertising Online Search Advertising Online Video, Social Networks, Widgets, Other Out-of-Home/Place-Based (excl. Cinema) Mobile Advertising Yellow Pages-Print
MARKETING COMMUNICATIONS Total Advertising Direct Mail / Marketing Trade Promotion/Slotting Allowances Consumer Sales Promotion/Incentives Event Marketing Public Relations Other
Total Advertising & Marketing
0.2% 4.0% 6.0% 2.0% 9.0% 9.0% 28.0% 50.0% 21.0% 2.0% 160.0% 4.5% 3.5% 20.0% 26%* 55.0% 45.0% NA 8.2% 80.0% 1.8%
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
47,970 18,565 16,859 3,040 27,741 5,822 5,433 301 636 21,099 117 13,820 8,998 18,312 18,038 9,715 8,323 NA 6,422 360 13,069
% Share % Growth 21.2 8.2 7.4 1.3 12.2 2.6 2.4 0.1 0.3 9.3 0.1 6.1 4.0 8.1 8.0
2.8 0.2 5.8
2007 $
-4.6% 2.0% 5.0% 1.0% -6.0% 9.0% 35.0% 90.0% 15.0% -2.0% 120.0% 4.2% 3.0% 14.0% 20.0% 13.5% 22.7%
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ 8.6% $ 40.0% $ 0.5% $
45,763 18,936 17,702 3,070 26,077 6,346 7,335 571 731 20,677 257 14,401 9,268 20,876 21,646 11,027 10,216 850 6,974 504 13,134
3.4% $
234,268
31.0 22.3 22.8 18.1 2.2 0.6 3.0
100.0
100%
8.8% $
226,602
31.1
% Share 19.5 8.1 7.6 1.3 11.1 2.7 3.1 0.2 0.3 8.8 0.1 6.1 4.0 8.9 9.2
3.0 0.2 5.6 100%
6.6% 3.7% 4.0% 12.0% 3.5% -5.0%
$158,941 $167,741 $132,201 $14,784 $3,985 $24,613
21.8 23.0 18.1 2.0 0.5 3.4
7.5% -7.5%
$168,477 $172,438 $136,828 $17,002 $4,284 $22,767
5.7%
$728,865
100.0
3.7%
$756,063
6.0% 2.8% 3.5% 15.0%
Source: Jack Myers Media Business Report© copyright 2008 *2006 Online (Includes Display, Search, Video, and Other) $ amount adjusted to conform with PricewaterCoopers/IAB data Myers Publishing LLC Contents May be reprinted with source as www.MyersReport.com - Jack Myers Media Business Report Myers Publishing LLC, Jack Myers, and employees accept no responsibility for any action(s) taken as a result of this forecast. References: Veronis Suhler Stevenson Communications Industry Forecast , TvB, Zenith Optimedia, GroupM; Magna Global, Zenith Media, IAB, MPA, RAB, CAB, PQ Media Alternative Media Research Series, Wachovia. To communicate with or to be contacted by the executives and/or companies mentioned in this column, link to JackMyers Connection Hotline.
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Reader Comments(1) I have just visited your site for the first time. Outstanding insights and commentary. The forecasts are very thought-provoking. Thank you. Posted at 07:33 AM on Dec 29, 2008 by David H. Deans
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Home > Commentary > JackMyers Media Spending Forecast > Advertising Depression: It's Here and It's Sustained. Down 2.4% for 2008; -6.7% for 2009; and -2.3% for 2010
Advertising Depression: It's Here and It's Sustained. Down 2.4% for 2008; -6.7% for 2009; and -2.3% for 2010
Advertising Depression: It's Here and It's Sustained. Down 2.4% for 2008; -6.7% for 2009; and -2.3% for 2010 ADVERTISING DEPRESSION: It's Here and It's Sustained. Down 2.4% for 2008; -6.7% for 2009; and -2.3% for 2010 Media's Advertising Addiction Leaves Billions on the Table Is There a Future for Newspapers? Advertising's Share of Marketing Budgets Declines 12% in Past Decade
Published: December 15, 2008 at 06:03 PM GMT Last Updated: December 18, 2008 at 06:03 PM GMT By Jack Myers
Jack Myers Media BusinessReport Advertising and Marketing Investment Forecast 2008-2009 UPDATED 12-11-08
ADVERTISING
2008 $
% Growth Newspapers Broadcast Network Television Cable Network Television Broadcast Syndication Local & National Spot TV Local/Regional Cable TV Branded Entertainment/Product Placement Videogame Advertising Cinema Advertising Terrestrial Radio Satellite Radio Consumer Magazines Business-to-Business Magazines Custom Publishing Online (Includes Display, Search, Video, and Other) Online Display Advertising Online Search Advertising Online Video, Social Networks, Widgets, Other Out-of-Home/Place-Based (excl. Cinema) Mobile Advertising Yellow Pages-Print
-16.0% -3.0% 3.0% 4.0% -1.5% 1.0% 22.0% 50.0% 12.0% -5.0% 15.0% -12.0% -4.0% 6.0% 13.8% 2.0% 19.0% 40.0% 3.0% 30.0% -6.0%
MARKETING COMMUNICATIONS Total Advertising
-2.4% $229,398
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
38,441 18,368 18,233 3,193 25,686 6,409 8,948 857 819 19,643 296 12,673 8,898 22,128 24,622 11,412 12,161 1,190 7,184 655 12,346
2009 $
% Share % Growth 16.8 8.0 8.0 1.4 11.2 2.8 3.9 0.4 0.4 8.6 0.1 5.5 3.9 9.7 10.5
3.1 0.3 5.4
-15.0% -4.0% 1.0% 0.0% -10.5% -8.0% 8.0% 20.0% 6.0% -12.0% 8.0% -13.0% -9.0% -8.0% 2.7% 1.0% 8.0% 25.0% 1.0% 15.0% -14.0%
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
% Share
32,675 17,633 18,416 3,193 22,989 5,896 9,664 1,028 868 17,286 320 11,025 8,097 20,358 25,297 11,527 13,134 1,480 7,255 753 10,617
100%
Direct Mail / Marketing Trade Promotion/Slotting Allowances Consumer Sales Promotion/Incentives Event Marketing Public Relations Other
3.0% -20.0%
Total Advertising & Marketing
-1.0%
"Camp Rock" Takes Kids' Music to New Heights Advertising Depression: It's Here and It's Sustained. Down 2.4% for 2008; -6.7% for 2009; and -2.3% for 2010 "Attack of the Show," "Supernatural," "Doctor Who," "Weeds" and More: The Top Ten List You Won’t See Anywhere Else NBC and Jay Leno Put Broadcast Television in Play "Big Brother 9" Ignores the Obvious ... Again
$171,847 $167,265 $139,564 $18,702 $4,412 $18,213
30.6 23.0 22.3 18.6 2.5 0.6 2.4
$749,401 100.0
2.0% -3.0% 2.0% 10.0%
15.3 8.3 8.6 1.5 10.8 2.8 4.5 0.5 0.4 8.1 0.1 5.2 3.8 9.5 11.9
Jack Myers Shelly Palmer Cory Treffiletti Charlie Warner Ed Martin The Brothers Einstein for The New EPA Jaffer Ali Jory Des Jardins Gene DeWitt Jerry Weinstein Elaine Liner MediaBizBloggers Archive
3.4 0.4 5.0 100%
-6.7% $ 213,371
29.7
3.0% -30.0%
$164,973 $163,919 $139,564 $18,702 $4,544 $12,749
23.0 22.8 19.4 2.6 0.6 1.8
-4.2%
$717,823
100.0
2010 $
% Share
-4.0% -2.0% 0.0% 0.0%
Jack Myers Media BusinessReport Advertising and Marketing Investment Forecast 2010 UPDATED 12-11-08
ADVERTISING % Growth Newspapers Broadcast Network Television
1 of 3
-8.0% $ -5.0% $
30,061 16,752
14.4 8.0
1/8/2009 10:06 AM
Jack Myers - JackMyers Media Spending Forecast - Advertising Dep...
http://www.jackmyers.com/commentary/media-spending-forecasts/3...
Cable Network Television Broadcast Syndication Local & National Spot TV Local/Regional Cable TV Branded Entertainment/Product Placement Videogame Advertising Cinema Advertising Terrestrial Radio Satellite Radio Consumer Magazines Business-to-Business Magazines Custom Publishing Online (Includes Display, Search, Video, and Other) Online Display Advertising Online Search Advertising Online Video, Social Networks, Widgets, Other Out-of-Home/Place-Based (excl. Cinema) Mobile Advertising Yellow Pages-Print
5.0% 2.0% -7.0% -2.0% 15.0% 25.0% 6.0% -8.0% 15.0% -6.0% -8.0% -6.5% 8.5% -2.9% 14.0% 35.0% 4.0% 30.0% -10.0%
MARKETING COMMUNICATIONS Total Advertising
-2.3% $208,516
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
19,336 3,257 21,380 5,778 11,114 1,285 920 15,903 368 10,364 7,449 19,035 27,435 11,192 14,978 1.998 7,546 980 9,556
9.3 1.6 10.3 2.8 5.3 0.6 0.4 7.6 0.2 5.0 3.6 9.1 13.2
3.6 0.5 4.6 100%
Direct Mail / Marketing Trade Promotion/Slotting Allowances Consumer Sales Promotion/Incentives Event Marketing Public Relations Other
6.0% -15.0%
Total Advertising & Marketing
-2.6%
-3.5% -6.0% 1.5% 7.5%
29.8
$159,199 $154,084 $141,658 $20,104 $4,817 $10,837
22.8 22.0 20.3 2.9 0.7 1.5
$699,215 100.0
Jack Myers Media BusinessReport Advertising and Marketing Investment Forecast 2006-2007 UPDATED 12-11-08
ADVERTISING
2006 $
% Growth Newspapers Broadcast Network Television Cable Network Television Broadcast Syndication Local & National Spot TV Local/Regional Cable TV Branded Entertainment/Product Placement Videogame Advertising Cinema Advertising Terrestrial Radio Satellite Radio Consumer Magazines Business-to-Business Magazines Custom Publishing Online (Includes Display, Search, Video, and Other) Online Display Advertising Online Search Advertising Online Video, Social Networks, Widgets, Other Out-of-Home/Place-Based (excl. Cinema) Mobile Advertising Yellow Pages-Print
MARKETING COMMUNICATIONS Total Advertising Direct Mail / Marketing Trade Promotion/Slotting Allowances Consumer Sales Promotion/Incentives Event Marketing Public Relations Other
Total Advertising & Marketing
0.2% 4.0% 6.0% 2.0% 9.0% 9.0% 28.0% 50.0% 21.0% 2.0% 160.0% 4.5% 3.5% 20.0% 26%* 55.0% 45.0% NA 8.2% 80.0% 1.8%
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
47,970 18,565 16,859 3,040 27,741 5,822 5,433 301 636 21,099 117 13,820 8,998 18,312 18,038 9,715 8,323 NA 6,422 360 13,069
% Share % Growth 21.2 8.2 7.4 1.3 12.2 2.6 2.4 0.1 0.3 9.3 0.1 6.1 4.0 8.1 8.0
2.8 0.2 5.8
2007 $
-4.6% 2.0% 5.0% 1.0% -6.0% 9.0% 35.0% 90.0% 15.0% -2.0% 120.0% 4.2% 3.0% 14.0% 20.0% 13.5% 22.7%
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ 8.6% $ 40.0% $ 0.5% $
45,763 18,936 17,702 3,070 26,077 6,346 7,335 571 731 20,677 257 14,401 9,268 20,876 21,646 11,027 10,216 850 6,974 504 13,134
3.4% $
234,268
31.0 22.3 22.8 18.1 2.2 0.6 3.0
100.0
100%
8.8% $
226,602
31.1
% Share 19.5 8.1 7.6 1.3 11.1 2.7 3.1 0.2 0.3 8.8 0.1 6.1 4.0 8.9 9.2
3.0 0.2 5.6 100%
6.6% 3.7% 4.0% 12.0% 3.5% -5.0%
$158,941 $167,741 $132,201 $14,784 $3,985 $24,613
21.8 23.0 18.1 2.0 0.5 3.4
7.5% -7.5%
$168,477 $172,438 $136,828 $17,002 $4,284 $22,767
5.7%
$728,865
100.0
3.7%
$756,063
6.0% 2.8% 3.5% 15.0%
Source: Jack Myers Media Business Report© copyright 2008 *2006 Online (Includes Display, Search, Video, and Other) $ amount adjusted to conform with PricewaterCoopers/IAB data Myers Publishing LLC Contents May be reprinted with source as www.MyersReport.com - Jack Myers Media Business Report Myers Publishing LLC, Jack Myers, and employees accept no responsibility for any action(s) taken as a result of this forecast. References: Veronis Suhler Stevenson Communications Industry Forecast , TvB, Zenith Optimedia, GroupM; Magna Global, Zenith Media, IAB, MPA, RAB, CAB, PQ Media Alternative Media Research Series, Wachovia. To communicate with or to be contacted by the executives and/or companies mentioned in this column, link to JackMyers Connection Hotline.
Post a Comment
2 of 3
1/8/2009 10:06 AM
Jack Myers - JackMyers Media Spending Forecast - Advertising Dep...
http://www.jackmyers.com/commentary/media-spending-forecasts/3...
Name or nickname: Email: Comment:
Type the two words:
Reader Comments(1) I have just visited your site for the first time. Outstanding insights and commentary. The forecasts are very thought-provoking. Thank you. Posted at 07:33 AM on Dec 29, 2008 by David H. Deans
Copyright 2007 Jack Myers. All Rights Reserved. Site powered by
3 of 3
about us | advertise | contact us | site map | privacy policy
1/8/2009 10:06 AM
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