| |
|
|
|
|
|
Estimated Annual U.S. Advertising Expenditures
1985-1987
(In millions of dollars) |
| |
|
|
|
|
|
| |
1985 |
|
1986 |
|
1987 |
| |
$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
| Broadcast Television |
15,189.5 |
4.8% |
|
16,449.5 |
8.3% |
|
17,213.5 |
4.6% |
| Network Broadcast TV (a) (b) |
6,453.2 |
-1.6% |
|
6,676.8 |
3.5% |
|
6,820.2 |
2.1% |
| Network Broadcast TV - Olympics |
0.0 |
-100.0% |
|
0.0 |
|
|
0.0 |
|
| National Syndication |
485.1 |
23.8% |
|
559.8 |
15.4% |
|
761.3 |
36.0% |
| Local Broadcast TV (d) |
8,221.7 |
12.6% |
|
9,003.5 |
9.5% |
|
9,599.6 |
6.6% |
| Local Broadcast TV - Political |
29.5 |
-79.4% |
|
209.5 |
610.7% |
|
32.4 |
-84.5% |
| Cable Television |
961.0 |
33.5% |
|
1,127.7 |
17.4% |
|
1,269.4 |
12.6% |
| National Cable TV (a) |
821.0 |
29.6% |
|
934.9 |
13.9% |
|
1,050.9 |
12.4% |
| Local Cable TV (d) |
140.0 |
62.0% |
|
192.8 |
37.8% |
|
218.5 |
13.3% |
| Local Cable TV - Political |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Radio |
6,697.4 |
9.0% |
|
7,184.4 |
7.3% |
|
7,446.0 |
3.6% |
| Network and Satellite Radio |
466.0 |
-15.3% |
|
538.7 |
15.6% |
|
526.0 |
-2.4% |
| Local Broadcast Radio |
6,231.4 |
11.3% |
|
6,645.7 |
6.6% |
|
6,920.0 |
4.1% |
| Digital/Online |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| National Digital/Online Media (c) |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Local Digital/Online Media (c) |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Direct Online Media |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Paid Search |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Internet Yellow Pages |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Lead Generation |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Newspapers |
25,170.6 |
7.0% |
|
26,989.0 |
7.2% |
|
29,411.8 |
9.0% |
| National Newspapers (a) |
524.0 |
8.2% |
|
588.8 |
12.4% |
|
639.5 |
8.6% |
| Local Newspapers (a) |
24,646.6 |
7.0% |
|
26,400.2 |
7.1% |
|
28,772.3 |
9.0% |
| Magazines (a) |
9,485.7 |
4.6% |
|
9,698.6 |
2.2% |
|
10,159.6 |
4.8% |
| Directories (a) |
5,044.4 |
18.4% |
|
5,653.2 |
12.1% |
|
6,349.0 |
12.3% |
| Direct Mail |
5,151.7 |
15.8% |
|
5,885.1 |
14.2% |
|
6,412.3 |
9.0% |
| Outdoor |
1,600.0 |
7.9% |
|
1,785.0 |
11.6% |
|
2,002.0 |
12.2% |
| |
|
|
|
|
|
|
|
|
Total - Excluding Political
and Olympics |
69,270.8 |
8.4% |
|
74,563.1 |
7.6% |
|
80,231.2 |
7.6% |
Total - Including Political
and Olympics |
69,300.3 |
8.0% |
|
74,772.6 |
7.9% |
|
80,263.6 |
7.3% |
| |
| Source: Magna Global |
| |
| Footnotes, where applicable, as indicated by (a),(b),(c) or (d) in chart labels above |
| (a) Excludes online advertising revenues |
| (b) Excludes incemental Olympic advertising revenues |
(c) Includes Banner/Display, Sponsorship, Slotting, Mobile and Other Revenues (prior to 2000).
Excludes Paid Search and Lead Generation |
| (d) Excludes local Political advertising revenues |
| |
| Note: TVB prepared this snapshot of advertising revenue based on information released by
MAGNA Global. Please note that MAGNA Global will provide a forecast model (upon request),
containing a rich data history that enables the user to vary inputs and change assumptions.
To obtain a copy of the model, contact Brian Weiser, CFA/Global Forecasting at MAGNA Global
at brian.weiser@magnaglobal.com. |
| |
|
