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Estimated Annual U.S. Advertising Expenditures
2009E-2011E
(In millions of dollars) |
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2009E |
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2010E |
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2011E |
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$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
|
$ Mill |
Annual
Growth/
Decline |
| Broadcast Television |
27,789.3 |
-18.3% |
|
29,047.9 |
4.5% |
|
27,384.0 |
-5.7% |
| Network Broadcast TV (a) (b) |
13,334.0 |
-9.2% |
|
12,998.6 |
-2.5% |
|
12,889.1 |
-0.8% |
| Network Broadcast TV - Olympics |
0.0 |
-100.0% |
|
487.5 |
|
|
0.0 |
-100.0% |
| National Syndication |
1,792.4 |
-7.4% |
|
1,672.2 |
-6.7% |
|
1,636.8 |
-2.1% |
| Local Broadcast TV (d) |
11,751.3 |
-20.7% |
|
11,499.2 |
-2.1% |
|
11,616.7 |
1.0% |
| Local Broadcast TV - Political |
911.6 |
-54.4% |
|
2,390.3 |
162.2% |
|
1,241.5 |
-48.1% |
| Cable Television |
20,148.8 |
-6.8% |
|
21,491.7 |
6.7% |
|
22,477.3 |
4.6% |
| National Cable TV (a) |
17,186.9 |
-3.9% |
|
18,050.0 |
5.0% |
|
19,148.4 |
6.1% |
| Local Cable TV (d) |
2,787.4 |
-16.5% |
|
2,914.9 |
4.6% |
|
3,036.5 |
4.2% |
| Local Cable TV - Political |
174.5 |
-54.7% |
|
526.7 |
201.8% |
|
292.3 |
-44.5% |
| Radio |
14,062.0 |
-20.8% |
|
13,447.4 |
-4.4% |
|
13,418.3 |
-0.2% |
| Network and Satellite Radio |
1,090.9 |
-10.6% |
|
1,081.6 |
-0.9% |
|
1,099.3 |
1.6% |
| Local Broadcast Radio |
12,971.1 |
-21.6% |
|
12,365.9 |
-4.7% |
|
12,319.0 |
-0.4% |
| Digital/Online |
22,843.7 |
-3.0% |
|
24,611.7 |
7.7% |
|
26,792.0 |
8.9% |
| National Digital/Online Media (c) |
5,577.5 |
-9.8% |
|
5,636.7 |
1.1% |
|
5,896.2 |
4.6% |
| Local Digital/Online Media (c) |
3,403.0 |
-11.1% |
|
3,532.2 |
3.8% |
|
3,812.4 |
7.9% |
| Direct Online Media |
13,863.3 |
2.5% |
|
15,442.8 |
11.4% |
|
17,083.4 |
10.6% |
| Paid Search |
10,873.3 |
3.6% |
|
12,149.2 |
11.7% |
|
13,482.6 |
11.0% |
| Internet Yellow Pages |
1,368.0 |
2.3% |
|
1,524.0 |
11.4% |
|
1,685.9 |
10.6% |
| Lead Generation |
1,622.0 |
-4.0% |
|
1,769.6 |
9.1% |
|
1,914.9 |
8.2% |
| Newspapers |
25,805.7 |
-25.7% |
|
23,429.3 |
-9.2% |
|
22,449.5 |
-4.2% |
| National Newspapers (a) |
911.8 |
-22.7% |
|
876.0 |
-3.9% |
|
862.5 |
-1.5% |
| Local Newspapers (a) |
24,893.9 |
-25.8% |
|
22,553.3 |
-9.4% |
|
21,587.1 |
-4.3% |
| Magazines (a) |
15,511.0 |
-19.2% |
|
14,553.0 |
-6.2% |
|
14,233.4 |
-2.2% |
| Directories (a) |
10,711.8 |
-12.1% |
|
10,174.5 |
-5.0% |
|
9,556.4 |
-6.1% |
| Direct Mail |
19,176.1 |
-11.3% |
|
19,574.8 |
2.1% |
|
19,945.2 |
1.9% |
| Outdoor |
6,074.5 |
-13.1% |
|
6,078.8 |
0.1% |
|
6,349.4 |
4.5% |
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Total - Excluding Political
and Olympics |
161,036.9 |
-14.6% |
|
159,004.6 |
-1.3% |
|
161,071.6 |
1.3% |
Total - Including Political
and Olympics |
162,123.0 |
-15.4% |
|
162,409.2 |
0.2% |
|
162,605.4 |
0.1% |
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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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