2002 US Media Spend To Be Flat, Say Revised Myers Forecasts
US media spend is set to be flat in 2002, according to new, revised forecasts from Jack Myers Report. Myers Report has slightly reduced its figures 2001, 2002 and 2003 in the quarterly update published in June.
Total spend is set to hit $151.2 billion in 2002 and $156.0 billion next year, down from the previous forecasts of $155.0 billion and $158.3 billion respectively (see Myers Upgrades US Ad Forecasts Following Promising Upfronts).
Growth is forecast to be completely flat this year, rising to 3.2% in 2003; previous forecasts expected a growth of -0.4% and 2.2% respectively. The decline is less severe, despite the reduction in actual spend forecasts, because 2001 estimations have also been reduced.
| US Advertising Forecasts | |||||||||
| 2001 | 2002 | 2003 | |||||||
| Media | Growth | $m | Share | Growth | $m | Share | Growth | $m | Share |
| Newspapers | -8.5% | 44,299 | 29.3% | -5.0% | 42,084 | 27.8% | 0.0% | 42,084 | 27.0% |
| Broadcast Networks | -5.0% | 14,973 | 9.9% | 2.0% | 15,272 | 10.1% | 5.0% | 16,036 | 10.3% |
| Loc. & Nat. Spot TV | -14.9% | 19,092 | 12.6% | 4.0% | 19,855 | 13.1% | 3.0% | 20,451 | 13.1% |
| Broadcast Syndication | -18.0% | 2,565 | 1.7% | 5.0% | 2,693 | 1.8% | 5.0% | 2,828 | 1.8% |
| Radio | -3.6% | 18,401 | 12.2% | 5.0% | 19,321 | 12.8% | 3.0% | 19,901 | 12.8% |
| Yellow Pages | 2.8% | 13,068 | 8.6% | 3.0% | 13,460 | 8.9% | 0.0% | 13,460 | 8.6% |
| Magazines | -4.9% | 16,275 | 10.8% | -6.0% | 15,298 | 10.1% | 4.0% | 15,910 | 10.2% |
| Network Cable TV | -3.0% | 9,277 | 6.1% | 4.0% | 9,648 | 6.4% | 9.0% | 10,516 | 6.7% |
| Loc./Reg. Cable TV | 5.0% | 3,837 | 2.5% | 3.0% | 3,952 | 2.6% | 12.0% | 4,426 | 2.8% |
| Online | 0.0% | 4,301 | 2.8% | 4.0% | 4,473 | 3.0% | 15.0% | 5,144 | 3.3% |
| Outdoor | -0.8% | 5,133 | 3.4% | 1.0% | 5,184 | 3.4% | 2.0% | 5,288 | 3.4% |
| Total | -6.3% | 151,219 | 100.0% | 0.0% | 151,241 | 100.0% | 3.2% | 156,044 | 100.0% |
| Source: Jack Myers Report, June 2002 | |||||||||
