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|
|
|
|
|
Estimated Annual U.S. Advertising Expenditures
1997-1999
(In millions of dollars) |
| |
|
|
|
|
|
| |
1997 |
|
1998 |
|
1999 |
| |
$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
| Broadcast Television |
25,865.0 |
2.6% |
|
28,409.2 |
9.8% |
|
29,778.0 |
4.8% |
| Network Broadcast TV (a) (b) |
10,915.8 |
6.1% |
|
11,474.6 |
5.1% |
|
12,367.7 |
7.8% |
| Network Broadcast TV - Olympics |
0.0 |
-100.0% |
|
485.7 |
|
|
0.0 |
-100.0% |
| National Syndication |
1,669.8 |
16.8% |
|
2,049.7 |
22.8% |
|
2,098.4 |
2.4% |
| Local Broadcast TV (d) |
13,176.9 |
5.9% |
|
13,750.6 |
4.4% |
|
15,232.8 |
10.8% |
| Local Broadcast TV - Political |
102.5 |
-78.5% |
|
648.6 |
532.5% |
|
79.1 |
-87.8% |
| Cable Television |
7,705.8 |
12.4% |
|
9,117.7 |
18.3% |
|
11,103.0 |
21.8% |
| National Cable TV (a) |
6,104.4 |
12.4% |
|
7,227.1 |
18.4% |
|
8,804.6 |
21.8% |
| Local Cable TV (d) |
1,601.4 |
12.4% |
|
1,890.5 |
18.1% |
|
2,298.3 |
21.6% |
| Local Cable TV - Political |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Radio |
13,854.2 |
9.9% |
|
15,478.1 |
11.7% |
|
17,738.1 |
14.6% |
| Network and Satellite Radio |
706.2 |
7.1% |
|
787.1 |
11.5% |
|
935.1 |
18.8% |
| Local Broadcast Radio |
13,148.0 |
10.1% |
|
14,691.0 |
11.7% |
|
16,803.0 |
14.4% |
| Digital/Online |
907.0 |
238.4% |
|
1,921.0 |
111.8% |
|
4,621.0 |
140.6% |
| National Digital/Online Media (c) |
672.4 |
150.9% |
|
1,418.3 |
110.9% |
|
3,423.6 |
141.4% |
| Local Digital/Online Media (c) |
229.6 |
|
|
482.7 |
110.3% |
|
1,146.3 |
137.5% |
| Direct Online Media |
5.0 |
|
|
20.0 |
300.0% |
|
51.1 |
155.7% |
| Paid Search |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Internet Yellow Pages |
5.0 |
|
|
20.0 |
300.0% |
|
51.1 |
155.7% |
| Lead Generation |
0.0 |
|
|
0.0 |
|
|
0.0 |
|
| Newspapers |
41,329.5 |
8.5% |
|
43,925.5 |
6.3% |
|
46,288.5 |
5.4% |
| National Newspapers (a) |
997.5 |
10.4% |
|
1,571.9 |
57.6% |
|
1,862.1 |
18.5% |
| Local Newspapers (a) |
40,332.0 |
8.5% |
|
42,353.6 |
5.0% |
|
44,426.3 |
4.9% |
| Magazines (a) |
17,547.9 |
8.7% |
|
18,580.9 |
5.9% |
|
19,988.4 |
7.6% |
| Directories (a) |
9,911.8 |
5.4% |
|
11,033.4 |
11.3% |
|
11,862.3 |
7.5% |
| Direct Mail |
13,999.5 |
5.7% |
|
14,975.7 |
7.0% |
|
15,713.7 |
4.9% |
| Outdoor |
4,047.0 |
7.6% |
|
4,413.0 |
9.0% |
|
4,832.0 |
9.5% |
| |
|
|
|
|
|
|
|
|
Total - Excluding Political
and Olympics |
135,065.1 |
8.5% |
|
146,720.1 |
8.6% |
|
161,845.7 |
10.3% |
Total - Including Political
and Olympics |
135,167.7 |
7.6% |
|
147,854.4 |
9.4% |
|
161,924.9 |
9.5% |
| |
| 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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