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Estimated Annual U.S. Advertising Expenditures
2003-2005
(In millions of dollars) |
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2003 |
|
2004 |
|
2005 |
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$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
| Broadcast Television |
33,255.2 |
0.5% |
|
35,777.8 |
7.6% |
|
35,590.5 |
-0.5% |
| Network Broadcast TV (a) (b) |
14,404.9 |
2.1% |
|
15,143.4 |
5.1% |
|
15,529.1 |
2.5% |
| Network Broadcast TV - Olympics |
0.0 |
-100.0% |
|
704.3 |
|
|
0.0 |
-100.0% |
| National Syndication |
1,951.8 |
18.8% |
|
2,233.5 |
14.4% |
|
2,152.0 |
-3.6% |
| Local Broadcast TV (d) |
16,729.1 |
5.8% |
|
16,192.1 |
-3.2% |
|
17,484.9 |
8.0% |
| Local Broadcast TV - Political |
169.3 |
-81.4% |
|
1,504.5 |
788.5% |
|
424.4 |
-71.8% |
| Cable Television |
15,370.1 |
7.5% |
|
17,091.9 |
11.2% |
|
18,665.1 |
9.2% |
| National Cable TV (a) |
12,475.6 |
11.5% |
|
13,840.7 |
10.9% |
|
15,290.8 |
10.5% |
| Local Cable TV (d) |
2,869.5 |
-6.1% |
|
3,101.2 |
8.1% |
|
3,321.6 |
7.1% |
| Local Cable TV - Political |
25.0 |
-50.0% |
|
150.0 |
500.0% |
|
52.7 |
-64.9% |
| Radio |
19,687.6 |
1.0% |
|
20,106.6 |
2.1% |
|
20,179.2 |
0.4% |
| Network and Satellite Radio |
1,117.6 |
3.4% |
|
1,174.6 |
5.1% |
|
1,161.2 |
-1.1% |
| Local Broadcast Radio |
18,570.0 |
0.9% |
|
18,932.0 |
1.9% |
|
19,018.0 |
0.5% |
| Digital/Online |
7,267.0 |
20.9% |
|
9,479.0 |
30.4% |
|
12,556.0 |
32.5% |
| National Digital/Online Media (c) |
3,175.1 |
-11.7% |
|
3,351.0 |
5.5% |
|
3,807.1 |
13.6% |
| Local Digital/Online Media (c) |
1,128.6 |
-5.6% |
|
1,660.5 |
47.1% |
|
2,252.5 |
35.7% |
| Direct Online Media |
2,963.3 |
143.4% |
|
4,467.5 |
50.8% |
|
6,496.4 |
45.4% |
| Paid Search |
2,543.5 |
182.2% |
|
3,790.0 |
49.0% |
|
5,142.0 |
35.7% |
| Internet Yellow Pages |
347.2 |
35.5% |
|
450.1 |
29.7% |
|
601.4 |
33.6% |
| Lead Generation |
72.7 |
20.9% |
|
227.4 |
212.9% |
|
753.0 |
231.1% |
| Newspapers |
44,939.1 |
1.9% |
|
46,702.7 |
3.9% |
|
47,406.7 |
1.5% |
| National Newspapers (a) |
1,495.2 |
1.5% |
|
1,569.9 |
5.0% |
|
1,526.9 |
-2.7% |
| Local Newspapers (a) |
43,444.0 |
1.9% |
|
45,132.7 |
3.9% |
|
45,879.8 |
1.7% |
| Magazines (a) |
19,472.0 |
-0.6% |
|
20,438.1 |
5.0% |
|
21,279.0 |
4.1% |
| Directories (a) |
12,466.6 |
0.0% |
|
13,075.4 |
4.9% |
|
13,503.2 |
3.3% |
| Direct Mail |
18,600.8 |
4.2% |
|
19,919.7 |
7.1% |
|
20,567.4 |
3.3% |
| Outdoor |
5,504.2 |
5.2% |
|
5,834.4 |
6.0% |
|
6,301.2 |
8.0% |
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|
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|
|
|
|
|
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Total - Excluding Political
and Olympics |
176,368.3 |
3.4% |
|
186,066.8 |
5.5% |
|
195,571.3 |
5.1% |
Total - Including Political
and Olympics |
176,562.6 |
2.6% |
|
188,425.5 |
6.7% |
|
196,048.3 |
4.0% |
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| Source: Magna Global |
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| 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 |
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| 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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