Myers Restates US Outlook For 2002
Despite some positive indicators for media spending, Jack Myers Report has chosen not to upgrade its outlook for US media in 2002, restating figures released in December.
| Myers 2002 Media Spending Outlook | |||
| Medium | % Growth | $ (x000) | % Share |
| Newspapers | -2.0% | 46,483 | 25.8 |
| Broadcast Networks | -4.0% | 15,475 | 8.6 |
| National Spot TV | -9.0% | 8,928 | 5 |
| Broadcast Syndication | -12.0% | 2,257 | 1.3 |
| Local Broadcast TV | -10.0% | 10,725 | 6 |
| Radio | -4.0% | 16,859 | 9.4 |
| Yellow Pages | -3.0% | 11,961 | 6.6 |
| Magazines | -7.0% | 15,839 | 8.8 |
| Network Cable Television | -6.0% | 8,903 | 4.9 |
| Local/Regional Cable TV | 5.0% | 4,029 | 2.2 |
| Online | 10.0% | 4,730 | 2.6 |
| Outdoor | -1.0% | 5,022 | 2.8 |
| Other | -14.0% | 28,930 | 16.1 |
| Total | -5.7% | 180,141 | 100 |
| Source: Myers, December 2001 | |||
Recently, industry analysts have offered forecasts predicting an increase in media spending of 2% this year, consistent with the projections made by Universal McCann’s Bob Coen in December (see Forecasts). Myers claims that its figures include categories not considered by Coen and other forecasters accounting for what may appear to be its overly pessimistic outlook for 2002.
