Between 2000 and 2020, total U.S. marketing communications investments will have grown a scant 1.9% from $544.8 billion to $586.7 billion, according to a new economic report issued today on 28 above and below-the-line media and marketing categories by MyersBizNet. (The full report is available to MyersBizNet paid member companies at www.mediavillage.com.) During the two-decade span, above-the-line media (aka “advertising”) is projected to increase its share of total marketing investments from 28% to nearly 40%, with virtually all growth resulting from a shift of below-the-line budgets (aka “shopper marketing” or “promotion”), which are projected to decline almost 16% from $390.4 billion in 2000 to $355 billion in 2020 (SEE CHART BELOW). During that same period, media advertising budgets are projected by MyersBizNet to increase more than 50% from $154 billion to $232 billion. The MyersBizNet report (download it below) includes 2020/2010/2020 data and forecasts for both legacy/linear and digital investments in 28 media and marketing categories. A separate MyersBizNet economic report projecting 2017 and 2018 marketing and media investments by category is also available to paid subscribers here.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.