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Direct & Integrated Marketing Roundtable

Wednesday, November 3, 2010

How Did 2009 Fair Regarding Ad Spend?

Sorry it took so long but not all the ad budget numbers for 2009 were out or easily within reach. But none the less, I have finally pieced the "ad spend" puzzle together with the use of a little math and multiple sources including Nielsen, Forrester and the IAB.

So how did 2009 fair regarding ad spend and which channels were hit the most you ask? Well let's take a look. Below are charts showing ad spend for TV, Digital and Other Traditional for 2008 vs 2009.



In summary we notice that in 2009 TV advertising fell 6%, other traditional advertising dropped 16% (which includes magazines and publications), and digital advertising dipped just 3% as shown more clearly below.



Examining just the digital ad budgets more closely we see that search is the fair share of spend and growing.




In particular we see that search, banner and video ad spend are all up 2008 vs 2009 while email, classifieds, affiliates and lead gen are down.




So what is the forecast for 2011?

According to ZenithOptimedia, overall US ad spend will grow 2.2% in 2010 and 2.4% on 2011. Keep an eye out as they are continually upping their estimates. A good sign.

http://www.dmnews.com/zenithoptimedia-ups-global-ad-spending-forecast/article/181197/

According to Forrester, TV ad spend in particular will be up 1% in 2010 to a level of $69.5 billion.

http://www.forrester.com/rb/Research/us_tv_ad_spending_forecast,_2009_to/q/id/54092/t/2


And, digital ad spend in particular is forecast to hit $25.1 billion in 2010. An increase over 2009 of 11%

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=128759