| |
|
|
|
|
|
Estimated Annual U.S. Advertising Expenditures
1988-1990
(In millions of dollars) |
| |
|
|
|
|
|
| |
1988 |
|
1989 |
|
1990 |
| |
$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
| Broadcast Television |
18,377.2 |
6.8% |
|
19,294.2 |
5.0% |
|
19,144.3 |
-0.8% |
| Network Broadcast TV (a) (b) |
7,127.2 |
4.5% |
|
7,471.3 |
4.8% |
|
8,093.9 |
8.3% |
| Network Broadcast TV - Olympics |
200.0 |
|
|
0.0 |
-100.0% |
|
0.0 |
|
| National Syndication |
898.3 |
18.0% |
|
1,284.6 |
43.0% |
|
1,156.1 |
-10.0% |
| Local Broadcast TV (d) |
9,905.5 |
3.2% |
|
10,471.2 |
5.7% |
|
9,630.0 |
-8.0% |
| Local Broadcast TV - Political |
246.2 |
659.9% |
|
67.0 |
-72.8% |
|
264.3 |
294.5% |
| Cable Television |
1,576.0 |
24.2% |
|
2,009.4 |
27.5% |
|
2,566.3 |
27.7% |
| National Cable TV (a) |
1,302.5 |
23.9% |
|
1,654.5 |
27.0% |
|
2,115.6 |
27.9% |
| Local Cable TV (d) |
273.5 |
25.2% |
|
354.9 |
29.8% |
|
450.6 |
27.0% |
| Local Cable TV - Political |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Radio |
8,052.6 |
8.1% |
|
8,598.4 |
6.8% |
|
8,776.0 |
2.1% |
| Network and Satellite Radio |
541.6 |
3.0% |
|
605.4 |
11.8% |
|
531.8 |
-12.1% |
| Local Broadcast Radio |
7,511.0 |
8.5% |
|
7,993.0 |
6.4% |
|
8,244.1 |
3.1% |
| 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 |
31,197.2 |
6.1% |
|
32,368.1 |
3.8% |
|
32,280.5 |
-0.3% |
| National Newspapers (a) |
624.5 |
-2.3% |
|
609.1 |
-2.5% |
|
589.4 |
-3.2% |
| Local Newspapers (a) |
30,572.7 |
6.3% |
|
31,759.0 |
3.9% |
|
31,691.1 |
-0.2% |
| Magazines (a) |
10,936.9 |
7.7% |
|
11,940.9 |
9.2% |
|
12,191.6 |
2.1% |
| Directories (a) |
6,766.4 |
6.6% |
|
7,244.8 |
7.1% |
|
7,702.5 |
6.3% |
| Direct Mail |
7,617.8 |
18.8% |
|
8,261.3 |
8.4% |
|
8,618.4 |
4.3% |
| Outdoor |
2,251.0 |
12.4% |
|
2,460.0 |
9.3% |
|
2,600.0 |
5.7% |
| |
|
|
|
|
|
|
|
|
Total - Excluding Political
and Olympics |
86,328.8 |
7.6% |
|
92,110.0 |
6.7% |
|
93,615.2 |
1.6% |
Total - Including Political
and Olympics |
86,775.0 |
8.1% |
|
92,177.0 |
6.2% |
|
93,879.5 |
1.8% |
| |
| 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. |
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