MyersBizNet research
But digital ad spending with broadcast networks increased 22%, resulting in an overall increase of 1.3%, for a total $19.256 billion.
By Staff
MyersBizNet today released its 20th annual advertising spending data for 19 media categories, estimating 4.1% growth in total ad spending for 2014, declining to 2.1% growth in 2015. The MyersBizNet data is unique among forecasters in its reporting of both legacy and digital ad spending with television, print, out-of-home and radio media.
Excluding digital media, MyersBizNet estimates advertising spend would have increased only 0.5% in 2014 with declines of 4% projected for 2015. Further exclusion of social/word-of-mouth and native advertising results in a 2014 downturn of 0.4% and a drop of 5.1% in 2015.
Cable television networks generated 3.3% increases in 2014, reflecting 2.6% growth in legacy spending and 20% gains in digital ad spend. Network cable growth is forecast by MyersBizNet to slow considerably in 2015, with overall ad spending increases of only 0.7%, including 30% gains in cable network digital ad spend and a decline in cable network legacy ad spend of 0.8%.
Both newspaper and consumer magazine advertising declined significantly in 2014 but MyersBizNet forecasts that declines will slow in 2015, with both media offsetting some declines with 15% and 24% growth, respectively, in digital ad spend. Legacy newspaper advertising is estimated to have declined 9% in 2014 with consumer magazines’ legacy ad spend declining 9.2%.
Overall newspaper ad spending shrunk by 5.1% and magazines by 6.2%. In 2015, total newspaper ad spend is projected to decline 3.2% and magazines by 2.7%. This slowdown in declines in a difficult year for advertising overall suggests that digital advertising growth, and especially digital video advertising, is growing at the expense of television.
Out-of-home/place-based advertising (excluding digital place-based video and cinema) grew 0.1% in 2014 and is forecast to increase 3.3% next year
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