This report just made my night. [Hat tip,
Rafat for pointing it out]
I dumped the chart into Excel and sorted by the biggest % change and you can see that Internet advertising is up
25.80% over the last nine months when compared to the same period in 2003. Additional, you can see that as a % of the
whole Internet media was up .7% from period to period, the most of any other category (cable ad network TV both
increased by .5% of the total pie, most others went down!).
B-to-B magazines are also showing little signs of growth, and I can tell you why:
1. B2B advertisers are moving online because it offers much better value.
2. B2B didn’t get hit as hard during the downturn, and as such doesn’t have to grow as much (Outdoor, which took a
beating in post dotcom has been coming back strong conversely).
As far as I’m concerned the Internet is the most powerful medium for advertising and response, so I would expect that
the 5.5% of total media spend number to grow to 10-15% over the next ten to 20 years”putting it right up there with
national TV, newspapers and consumer magazines.
For all the hype around the Internet, one of the things that has been under-hyped has been the success story of online
advertising. While the dotcoms (at least round one of the dotcoms) imploded, the advertisers and marketers only
increased their online spending. More evidence that what caused the dotcom meltdown had less to do with the industry,
and more to do with the inexperience of management combined with absurd valuations they were chasing.
The reality of online advertising is that it is huge”you don’t need to hype it, it just is.
|
MEDIA |
Jan-Sept 2003 |
Jan-Sept 2004 |
% Change |
% of Total 2003 |
% of Total 2004 |
% Change |
|
INTERNET |
$4,446 |
$5,593 |
25.80% |
4.8% |
5.5% |
0.7% |
|
OUTDOOR |
$2,042 |
$2,401 |
17.60% |
2.2% |
2.3% |
0.1% |
|
SYNDICATION – NATIONAL |
$2,471 |
$2,899 |
17.30% |
2.7% |
2.8% |
0.2% |
|
CABLE TV |
$9,035 |
$10,490 |
16.10% |
9.7% |
10.2% |
0.5% |
|
NETWORK TV |
$14,438 |
$16,463 |
14.00% |
15.5% |
16.1% |
0.5% |
|
LOCAL MAGAZINES |
$234 |
$259 |
10.30% |
0.3% |
0.3% |
0.0% |
|
CONSUMER MAGAZINES |
$13,524 |
$14,879 |
10.00% |
14.6% |
14.5% |
0.0% |
|
NATIONAL NEWSPAPERS |
$2,238 |
$2,455 |
9.70% |
2.4% |
2.4% |
0.0% |
|
SPOT TV |
$11,284 |
$12,343 |
9.40% |
12.1% |
12.0% |
-0.1% |
|
SUNDAY MAGAZINES |
$975 |
$1,053 |
8.00% |
1.0% |
1.0% |
0.0% |
|
NEWSPAPERS (LOCAL) |
$16,650 |
$17,752 |
6.60% |
17.9% |
17.3% |
-0.6% |
|
HISPANIC MEDIA |
$2,726 |
$2,873 |
5.40% |
2.9% |
2.8% |
-0.1% |
|
FSI’s |
$1,017 |
$1,065 |
4.70% |
1.1% |
1.0% |
-0.1% |
|
NETWORK RADIO |
$735 |
$754 |
2.60% |
0.8% |
0.7% |
-0.1% |
|
LOCAL RADIO |
$5,357 |
$5,457 |
1.90% |
5.8% |
5.3% |
-0.4% |
|
B-TO-B MAGAZINES |
$3,803 |
$3,860 |
1.50% |
4.1% |
3.8% |
-0.3% |
|
NATIONAL SPOT RADIO |
$1,925 |
$1,875 |
-2.60% |
2.1% |
1.8% |
-0.2% |
|
TOTAL |
$92,900 |
$102,470 |
10.30% |
|
|
|
