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|
|
|
|
|
Estimated Annual U.S. Advertising Expenditures
1991-1993
(In millions of dollars) |
| |
|
|
|
|
|
| |
1991 |
|
1992 |
|
1993 |
| |
$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
| Broadcast Television |
18,141.2 |
-5.2% |
|
19,061.6 |
5.1% |
|
19,265.2 |
1.1% |
| Network Broadcast TV (a) (b) |
7,681.2 |
-5.1% |
|
7,699.7 |
0.2% |
|
8,368.6 |
8.7% |
| Network Broadcast TV - Olympics |
0.0 |
|
|
701.6 |
|
|
0.0 |
|
| National Syndication |
1,143.8 |
-1.1% |
|
995.5 |
-13.0% |
|
1,052.2 |
5.7% |
| Local Broadcast TV (d) |
9,267.6 |
-3.8% |
|
9,371.3 |
1.1% |
|
9,753.2 |
4.1% |
| Local Broadcast TV - Political |
48.5 |
-81.7% |
|
293.5 |
505.3% |
|
91.2 |
-68.9% |
| Cable Television |
2,892.7 |
12.7% |
|
3,535.8 |
22.2% |
|
4,078.0 |
15.3% |
| National Cable TV (a) |
2,360.7 |
11.6% |
|
2,800.2 |
18.6% |
|
3,229.7 |
15.3% |
| Local Cable TV (d) |
532.0 |
18.1% |
|
735.6 |
38.3% |
|
848.4 |
15.3% |
| Local Cable TV - Political |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Radio |
8,776.8 |
0.0% |
|
8,912.5 |
1.5% |
|
9,738.0 |
9.3% |
| Network and Satellite Radio |
623.8 |
17.3% |
|
534.5 |
-14.3% |
|
577.0 |
8.0% |
| Local Broadcast Radio |
8,153.0 |
-1.1% |
|
8,378.0 |
2.8% |
|
9,161.0 |
9.3% |
| 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 |
30,348.9 |
-6.0% |
|
30,638.7 |
1.0% |
|
31,081.6 |
1.4% |
| National Newspapers (a) |
556.5 |
-5.6% |
|
577.5 |
3.8% |
|
622.3 |
7.7% |
| Local Newspapers (a) |
29,792.4 |
-6.0% |
|
30,061.2 |
0.9% |
|
30,459.3 |
1.3% |
| Magazines (a) |
11,974.9 |
-1.8% |
|
12,710.6 |
6.1% |
|
13,374.4 |
5.2% |
| Directories (a) |
7,984.9 |
3.7% |
|
8,208.5 |
2.8% |
|
8,395.2 |
2.3% |
| Direct Mail |
9,818.5 |
13.9% |
|
10,164.0 |
3.5% |
|
10,629.0 |
4.6% |
| Outdoor |
2,728.0 |
4.9% |
|
2,638.0 |
-3.3% |
|
2,867.0 |
8.7% |
| |
|
|
|
|
|
|
|
|
Total - Excluding Political
and Olympics |
92,617.4 |
-1.1% |
|
94,874.5 |
2.4% |
|
99,337.4 |
4.7% |
Total - Including Political
and Olympics |
92,665.9 |
-1.3% |
|
95,869.6 |
|
|
99,428.6 |
3.7% |
| |
| 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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