Advertising Spending
According to Kantar Media (www.kantarmedia.com), measured media advertising spending totaled $131.1 billion in 2010, a 6.5% increase over 2009 spending. The increase followed a 12.3% decline in 2009 and a 9.2% drop in 2008, after measured ad spending had reached an all-time high of $158.2 billion, in 2007. Total advertising spending includes measured and unmeasured media. Unmeasured media includes local media and other media sources not tracked by Kantar Media. RKMA estimates unmeasured media advertising spending as roughly equal to the measured media market. Thus, total advertising spending in 2010 was approximately $260 billion.
Measured media advertising, as defined by Kantar Media, includes multimedia ad expenditures for network TV (6 networks), spot TV (123 DMAs), cable TV (71 networks), syndication TV, Hispanic Network TV (4 networks), consumer magazines (231 publications), Sunday magazines (7 publications), local magazines (19 publications), Hispanic magazines (14 publications), local newspapers (147 publications), national newspapers (3 publications), Hispanic newspapers (47 publications), network radio (5 networks), spot radio, local radio (32 markets), and outdoor advertising. Beyond these specific media venues, there are thousands of small and local media in the U.S. which attract advertising dollars.
Measured advertising spending by media in 2010 was as follows (change from previous year in parenthesis):
· Television
• Network: $25.0 billion (5.7%)
• Cable: $21.2 billion (9.7%)
• Spot: $16.3 billion (23.6%)
• Syndication: $ 4.1 billion (-2.8%)
• Total: $66.6 billion (10.3%)
· Magazines
• Consumer: $20.1 billion (3.3%)
• Business-to-business: $ 2.2 billion (-1.2%)
• Sunday: $ 1.7 billion (4.6%)
• Local: $ 307 million (0.9%)
• Total: $24.3 billion (3.2%)
· Newspapers
• Local: $15.6 billion (-4.5%)
• National: $ 2.5 billion (2.7%)
• Total: $18.1billion (-4.0%)
· Internet (display ads only)
• Total: $ 8.2 billion (9.9%)
· Radio
• Local: $ 5.3 billion (4.9%)
• National spot: $ 2.0 billion (18.6%)
• Network: $ 909 million (2.2%)
• Total: $ 7.6 billion (10.3%)
· Outdoor
• Total: $ 3.8 billion (9.6%)
· Free standing inserts
• Total: $ 2.0 billion (5.4%)
Entertainment Spending
· Consumer spending for various forms of entertainment is as follows:
• Home entertainment: $18.8 billion
• Video games: $18.6 billion
• Cinemas: $10.6 billion
• Performing arts excluding Broadway: $ 8.6 billion
• Recorded music: $ 5.6 billion
• Music concerts: $ 4.6 billion
• Broadway theatre and touring Broadway: $ 2.0 billion
• Pay-per-view video: $ 2.0 billion
According to Kantar Media (www.kantarmedia.com), measured media advertising spending totaled $131.1 billion in 2010, a 6.5% increase over 2009 spending. The increase followed a 12.3% decline in 2009 and a 9.2% drop in 2008, after measured ad spending had reached an all-time high of $158.2 billion, in 2007. Total advertising spending includes measured and unmeasured media. Unmeasured media includes local media and other media sources not tracked by Kantar Media. RKMA estimates unmeasured media advertising spending as roughly equal to the measured media market. Thus, total advertising spending in 2010 was approximately $260 billion.
Measured media advertising, as defined by Kantar Media, includes multimedia ad expenditures for network TV (6 networks), spot TV (123 DMAs), cable TV (71 networks), syndication TV, Hispanic Network TV (4 networks), consumer magazines (231 publications), Sunday magazines (7 publications), local magazines (19 publications), Hispanic magazines (14 publications), local newspapers (147 publications), national newspapers (3 publications), Hispanic newspapers (47 publications), network radio (5 networks), spot radio, local radio (32 markets), and outdoor advertising. Beyond these specific media venues, there are thousands of small and local media in the U.S. which attract advertising dollars.
Measured advertising spending by media in 2010 was as follows (change from previous year in parenthesis):
· Television
• Network: $25.0 billion (5.7%)
• Cable: $21.2 billion (9.7%)
• Spot: $16.3 billion (23.6%)
• Syndication: $ 4.1 billion (-2.8%)
• Total: $66.6 billion (10.3%)
· Magazines
• Consumer: $20.1 billion (3.3%)
• Business-to-business: $ 2.2 billion (-1.2%)
• Sunday: $ 1.7 billion (4.6%)
• Local: $ 307 million (0.9%)
• Total: $24.3 billion (3.2%)
· Newspapers
• Local: $15.6 billion (-4.5%)
• National: $ 2.5 billion (2.7%)
• Total: $18.1billion (-4.0%)
· Internet (display ads only)
• Total: $ 8.2 billion (9.9%)
· Radio
• Local: $ 5.3 billion (4.9%)
• National spot: $ 2.0 billion (18.6%)
• Network: $ 909 million (2.2%)
• Total: $ 7.6 billion (10.3%)
· Outdoor
• Total: $ 3.8 billion (9.6%)
· Free standing inserts
• Total: $ 2.0 billion (5.4%)
Entertainment Spending
· Consumer spending for various forms of entertainment is as follows:
• Home entertainment: $18.8 billion
• Video games: $18.6 billion
• Cinemas: $10.6 billion
• Performing arts excluding Broadway: $ 8.6 billion
• Recorded music: $ 5.6 billion
• Music concerts: $ 4.6 billion
• Broadway theatre and touring Broadway: $ 2.0 billion
• Pay-per-view video: $ 2.0 billion