Long-Term US Offline Advertising Forecasts From Jupiter Research
Total offline advertising spend in the US is forecast to grow by 2.3% in 2002, rising to 5.2% in 2003, according to the latest figures from Jupiter Research. Between 2002 and 2007, total offline spend will rise by 4.4%, say the long-term forecasts.
| US OFFLINE ADVERTISING FORECASTS ($ BILLION) | ||||||||
| 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2002 vs 2007 | |
| Broadcast TV | 38.9 | 41.2 | 43.7 | 47.0 | 47.8 | 48.8 | 49.7 | 3.8% |
| Cable TV | 15.5 | 15.0 | 16.3 | 17.6 | 18.9 | 20.0 | 21.0 | 6.9% |
| Radio | 17.9 | 18.6 | 19.7 | 21.2 | 22.4 | 23.6 | 24.6 | 5.8% |
| Newspapers | 44.3 | 44.8 | 46.6 | 48.5 | 50.4 | 52.2 | 53.9 | 3.8% |
| Magazines | 11.1 | 11.0 | 11.6 | 12.3 | 13.0 | 13.5 | 13.9 | 4.9% |
| Yellow Pages | 13.6 | 13.9 | 14.6 | 15.3 | 16.0 | 16.7 | 17.3 | 4.6% |
| Direct Mail | 44.7 | 45.9 | 47.8 | 49.6 | 51.4 | 53.1 | 54.8 | 3.6% |
| Other | 39.6 | 40.5 | 42.4 | 44.9 | 46.8 | 48.5 | 50.2 | 4.4% |
| Total Offline Ad Spending | 225.5 | 230.8 | 242.7 | 256.3 | 266.5 | 276.3 | 285.7 | 4.4% |
| YoY growth | -6.4% | 2.3% | 5.2% | 5.6% | 4.0% | 3.7% | 3.4% | |
| Total without Direct Mail | 180.8 | 184.9 | 194.9 | 206.7 | 215.1 | 223.1 | 230.8 | 4.5% |
| YoY growth | -7.9% | 2.3% | 5.4% | 6.1% | 4.1% | 3.7% | 3.4% | |
| Source: Jupiter Research, October 2002 | ||||||||
The peak of the recovery is expected to be in 2004, when overall offline advertising growth will be 5.6%, according to the report. After this, growth is predicted to slow again, dropping to 4.0% in 2005, 3.7% in 2006 and reaching 3.4% in 2007.
To see Jupiter Research’s US online advertising forecasts click Long-Term US Online Ad Forecasts From Jupiter Research.