Good News: Outsell survey says U.S. advertisers are spending MORE in 2010! More News: Outsell survey says the m0ney’s going to digital media!
So, Outsell talked to 1000 marketers in December 2009 about their budgets for this annual survey. Based on these respondents, Outsell foresees marketers planning to spend $368 billion total in 2010, up 1.2% from approximately $364 billion in 2009. Within this 2010 figure, 32.5% ($119.6 billion) will go to digital, versus 30.3% ($111.5 billion) for print.
Keep in mind, however, that these categories and definitions are blurry. I’m not sure how Outsell specifically spelled out “digital” on its questionnaire, or “print,” for that matter. MediaPost points out that the digital figure includes online advertising mainstays like display and search, but it also includes direct marketing, represented by email, as well as investments in company Web sites, which equals 53% ($63 billion) of the total digital spending.
And of course, Outsell predicts pitiful profits for print, especially newspapers. Big surprise. The research company says total ad revenues for papers will be down 8%, and the same downfall for print directories. BUT WAIT! Magazine ad revenue will go UP! Maybe it’s only 2%, but, hey, that’s $9.4 billion they’re forecasting.
MediaPost also reports, “One surprising prediction in the report has mobile advertising revenues sinking 16% in 2010 compared to 2009. On the television front (combining broadcast and cable), Outsell has total TV ad revenues falling 6.5% to $59.6 billion.”
And just for trivia: 2008 saw Internet ad revenues pass radio for the first time, with $23.4 billion for the Internet versus $19.5 billion for radio.
[Source: Sass, Erik. "Tipping Point: Digital Ad Revs to Top Print in 2010." MediaPost's Media Daily News. March 8, 2010.]
Friday, Mar 12, 2010
Courtney Huckabay