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June 2, 2011

18% US Media Ad Spending To go Digital, TV Spending to Grow

Online advertising is the top driver of searches for retail. According to the Yahoo! Retail Reconnaissance study, 26% of consumers exposed to online advertising search to purchase online, while 17% of those exposed to online advertising search to browse and pre-shop. Newspaper advertising ranks second in terms of driving searches by consumers (17% search to purchase online, and 13% search to pre-shop.) TV advertising drives 10% of consumers who search to pre-shop, but only 9% of consumers who search to purchase online

Television advertising spending has bounced back from the recession, growing 9.7% to $59 billion in 2010, and its steadying share of overall US advertising revenues suggests TV has been largely unaffected by the dramatic growth of online advertising, according to an upcoming report by eMarketer. This year, growth in television advertising will slow to 2.5%, bringing total TV spending to $60.5 billion. Television’s share of US ad dollars is expected to rise to 39.1% in 2011, up from 38.6% in 2010, eMarketer estimates.


Other media will suffer declines in share as spending, like consumption, shifts to the internet. The big losers will be print, including newspapers and magazines, which will lose a combined 9.3 percentage points of market share between 2009 and 2015. Directories will see their share of all ad dollars more than halved over the same period
 
eMarketer, formed its forecast through a meta-analysis of data aggregated from research firms and other organizations that track advertising spending, estimates online advertising accounted for 16.9% of major media ad spending in the US last year, up from 15.4% in 2009. This year, eMarketer estimates the internet’s share of overall major media ad spending will grow to 18.4%.
However TV will continue to see the greatest share of all ad dollars in the US, with its slice of ad spending holding steady around 39% through 2015. Radio and outdoor will similarly hold flat shares of total ad spending.



Other Key Findings:
  • Despite the economic recovery, aggregate spending on major media is still not expected to reach prerecession levels through 2015.
  • Online advertising spending is expected to eclipse print spending in 2013, when combined US print ad revenues at newspapers and magazines drops to $32.8 billion—compared to $36 billion in US online ad revenues.
Meanwhile, US online ad revenues at magazines grew 14.6% to $2.2 billion in 2010, while print revenues at magazines fell to $14.7 billion, down 5% from $15.5 billion in 2009.



Between 2009 and 2015, eMarketer expects online advertising to gain more than 10 percentage points in its share of all major media ad spending. In 2010, the internet surpassed newspapers as the second-biggest advertising medium after television.