Radio is expected to lead US media out of the current advertising slump in 2002, with a 4.6% full year growth predicted by analysts at Merrill Lynch.
Merrill Lynch Advertising Forecasts | ||||
2000 | 2001 | 2002F | 2003F | |
Total US | 10.7 | -5.6 | 0.7 | 4.2 |
Total US (exc. Direct mail) | 11.4 | -7.0 | 0.4 | 4.2 |
Newspapers | 5.6 | -9.4 | 0.1 | 4.7 |
Television | 14.6 | -9.7 | 2.0 | 3.9 |
TV networks | 13.8 | -10.0 | 4.5 | 5.0 |
TV stations | 11.3 | -16.8 | 4.1 | 2.0 |
Radio | 12.2 | -7.5 | 4.6 | 5.0 |
Magazine | 12.0 | -7.5 | -2.0 | 5.0 |
Internet | 129.8 | -11.6 | -15.0 | 5.0 |
Source: Merrill Lynch, July 2002 |