Jack Myers - JackMyers Media Spending Forecast - Advertising Dep... http://www.jackmyers.com/commentary/media-spending-forecasts/3...

Subscribe or Login: Password: Search:

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
"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

Advertising Depression: It's Here and It's

Published: December 15, 2008 at 06:03 PM GMT
Sustained. Down 2.4% for 2008; -6.7%
Last Updated: December 18, 2008 at 06:03 PM GMT for 2009; and -2.3% for 2010
ADVERTISING DEPRESSION: It's Here
By Jack Myers and It's Sustained. Down 2.4% for 2008;
-6.7% for 2009; and -2.3% for 2010
Jack Myers Media BusinessReport Media's Advertising Addiction Leaves
Billions on the Table
Advertising and Marketing Investment Forecast Is There a Future for Newspapers?
2008-2009 Advertising's Share of Marketing
UPDATED 12-11-08 Budgets Declines 12% in Past Decade
ADVERTISING 2008 2009
% Growth $ % Share % Growth $ % Share

Newspapers -16.0% $ 38,441 16.8 -15.0% $ 32,675 15.3 Jack Myers

Broadcast Network Television -3.0% $ 18,368 8.0 -4.0% $ 17,633 8.3 Shelly Palmer
Cable Network Television 3.0% $ 18,233 8.0 1.0% $ 18,416 8.6 Cory Treffiletti
Broadcast Syndication 4.0% $ 3,193 1.4 0.0% $ 3,193 1.5 Charlie Warner
Local & National Spot TV -1.5% $ 25,686 11.2 -10.5% $ 22,989 10.8 Ed Martin
Local/Regional Cable TV The Brothers Einstein for The New EPA
1.0% $ 6,409 2.8 -8.0% $ 5,896 2.8
Jaffer Ali
Branded Entertainment/Product Placement 22.0% $ 8,948 3.9 8.0% $ 9,664 4.5
Jory Des Jardins
Videogame Advertising 50.0% $ 857 0.4 20.0% $ 1,028 0.5
Gene DeWitt
Cinema Advertising 12.0% $ 819 0.4 6.0% $ 868 0.4 Jerry Weinstein
Terrestrial Radio -5.0% $ 19,643 8.6 -12.0% $ 17,286 8.1 Elaine Liner
Satellite Radio 15.0% $ 296 0.1 8.0% $ 320 0.1 MediaBizBloggers Archive
Consumer Magazines -12.0% $ 12,673 5.5 -13.0% $ 11,025 5.2
Business-to-Business Magazines -4.0% $ 8,898 3.9 -9.0% $ 8,097 3.8
Custom Publishing 6.0% $ 22,128 9.7 -8.0% $ 20,358 9.5
Online (Includes Display, Search, Video, and Other) 13.8% $ 24,622 10.5 2.7% $ 25,297 11.9
Online Display Advertising 2.0% $ 11,412 1.0% $ 11,527
Online Search Advertising 19.0% $ 12,161 8.0% $ 13,134
Online Video, Social Networks, Widgets, Other 40.0% $ 1,190 25.0% $ 1,480
Out-of-Home/Place-Based (excl. Cinema) 3.0% $ 7,184 3.1 1.0% $ 7,255 3.4
Mobile Advertising 30.0% $ 655 0.3 15.0% $ 753 0.4
Yellow Pages-Print -6.0% $ 12,346 5.4 -14.0% $ 10,617 5.0
MARKETING COMMUNICATIONS 100% 100%
Total Advertising -2.4% $229,398 30.6 -6.7% $ 213,371 29.7
Direct Mail / Marketing 2.0% $171,847 23.0 -4.0% $164,973 23.0
Trade Promotion/Slotting Allowances -3.0% $167,265 22.3 -2.0% $163,919 22.8
Consumer Sales Promotion/Incentives 2.0% $139,564 18.6 0.0% $139,564 19.4
Event Marketing 10.0% $18,702 2.5 0.0% $18,702 2.6
Public Relations 3.0% $4,412 0.6 3.0% $4,544 0.6
Other -20.0% $18,213 2.4 -30.0% $12,749 1.8
Total Advertising & Marketing -1.0% $749,401 100.0 -4.2% $717,823 100.0

Jack Myers Media BusinessReport

Advertising and Marketing Investment Forecast
2010
UPDATED 12-11-08
ADVERTISING 2010
% Growth $ % Share

Newspapers -8.0% $ 30,061 14.4

Broadcast Network Television -5.0% $ 16,752 8.0

1 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...

Cable Network Television 5.0% $ 19,336 9.3

Broadcast Syndication 2.0% $ 3,257 1.6
Local & National Spot TV -7.0% $ 21,380 10.3
Local/Regional Cable TV -2.0% $ 5,778 2.8
Branded Entertainment/Product Placement 15.0% $ 11,114 5.3
Videogame Advertising 25.0% $ 1,285 0.6
Cinema Advertising 6.0% $ 920 0.4
Terrestrial Radio -8.0% $ 15,903 7.6
Satellite Radio 15.0% $ 368 0.2
Consumer Magazines -6.0% $ 10,364 5.0
Business-to-Business Magazines -8.0% $ 7,449 3.6
Custom Publishing -6.5% $ 19,035 9.1
Online (Includes Display, Search, Video, and Other) 8.5% $ 27,435 13.2
Online Display Advertising -2.9% $ 11,192
Online Search Advertising 14.0% $ 14,978
Online Video, Social Networks, Widgets, Other 35.0% $ 1.998
Out-of-Home/Place-Based (excl. Cinema) 4.0% $ 7,546 3.6
Mobile Advertising 30.0% $ 980 0.5
Yellow Pages-Print -10.0% $ 9,556 4.6
MARKETING COMMUNICATIONS 100%
Total Advertising -2.3% $208,516 29.8
Direct Mail / Marketing -3.5% $159,199 22.8
Trade Promotion/Slotting Allowances -6.0% $154,084 22.0
Consumer Sales Promotion/Incentives 1.5% $141,658 20.3
Event Marketing 7.5% $20,104 2.9
Public Relations 6.0% $4,817 0.7
Other -15.0% $10,837 1.5
Total Advertising & Marketing -2.6% $699,215 100.0

Jack Myers Media BusinessReport

Advertising and Marketing Investment Forecast
2006-2007
UPDATED 12-11-08
ADVERTISING 2006 2007
% Growth $ % Share % Growth $ % Share

Newspapers 0.2% $ 47,970 21.2 -4.6% $ 45,763 19.5

Broadcast Network Television 4.0% $ 18,565 8.2 2.0% $ 18,936 8.1
Cable Network Television 6.0% $ 16,859 7.4 5.0% $ 17,702 7.6
Broadcast Syndication 2.0% $ 3,040 1.3 1.0% $ 3,070 1.3
Local & National Spot TV 9.0% $ 27,741 12.2 -6.0% $ 26,077 11.1
Local/Regional Cable TV 9.0% $ 5,822 2.6 9.0% $ 6,346 2.7
Branded Entertainment/Product Placement 28.0% $ 5,433 2.4 35.0% $ 7,335 3.1
Videogame Advertising 50.0% $ 301 0.1 90.0% $ 571 0.2
Cinema Advertising 21.0% $ 636 0.3 15.0% $ 731 0.3
Terrestrial Radio 2.0% $ 21,099 9.3 -2.0% $ 20,677 8.8
Satellite Radio 160.0% $ 117 0.1 120.0% $ 257 0.1
Consumer Magazines 4.5% $ 13,820 6.1 4.2% $ 14,401 6.1
Business-to-Business Magazines 3.5% $ 8,998 4.0 3.0% $ 9,268 4.0
Custom Publishing 20.0% $ 18,312 8.1 14.0% $ 20,876 8.9
Online (Includes Display, Search, Video, and Other) 26%* $ 18,038 8.0 20.0% $ 21,646 9.2
Online Display Advertising 55.0% $ 9,715 13.5% $ 11,027
Online Search Advertising 45.0% $ 8,323 22.7% $ 10,216
Online Video, Social Networks, Widgets, Other NA NA $ 850
Out-of-Home/Place-Based (excl. Cinema) 8.2% $ 6,422 2.8 8.6% $ 6,974 3.0
Mobile Advertising 80.0% $ 360 0.2 40.0% $ 504 0.2
Yellow Pages-Print 1.8% $ 13,069 5.8 0.5% $ 13,134 5.6
MARKETING COMMUNICATIONS 100% 100%
Total Advertising 8.8% $ 226,602 31.1 3.4% $ 234,268 31.0
Direct Mail / Marketing 6.6% $158,941 21.8 6.0% $168,477 22.3
Trade Promotion/Slotting Allowances 3.7% $167,741 23.0 2.8% $172,438 22.8
Consumer Sales Promotion/Incentives 4.0% $132,201 18.1 3.5% $136,828 18.1
Event Marketing 12.0% $14,784 2.0 15.0% $17,002 2.2
Public Relations 3.5% $3,985 0.5 7.5% $4,284 0.6
Other -5.0% $24,613 3.4 -7.5% $22,767 3.0
Total Advertising & Marketing 5.7% $728,865 100.0 3.7% $756,063 100.0
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

about us | advertise | contact us | site map | privacy policy

Copyright 2007 Jack Myers. All Rights Reserved. Site powered by

3 of 3 1/8/2009 10:06 AM