Magna: Smaller Ad Growth In 2012, Broadcast TV, Nets See Biggest Rise
The U.S. advertising business slowed down at the end of 2011, and although MagnaGlobal expects growth to improve in 2012 -- up 3.7% -- it
could be viewed as a weak performance.
Much of the 2012 gain comes from the usual suspects -- a big political advertising year, as well
as the marketing for the Summer Olympics. The media agency unit predicts U.S. advertising will land at $152.9 billion for 2012.
Taking
out political and Olympic advertising, MagnaGlobal says core media advertising revenues will climb by 2.0% in 2012, to $149.8 billion. That would be
a slowdown compared to 2011’s core media growth of 4.5%.
Advertising growth for the third quarter of 2011 was 2.3%, and slowed to
1.1% in the fourth quarter. This came after a robust 4.3% gain in the first six months of the year. Looking at core media revenues for 2011 -- but
not direct marketing -- marketers' existing business was up 2.9% in 2011 to $147.4 billion. This is still 13% below pre-recession levels in 2007 when
the business topped out at $168.7 billion.
The biggest category -- broadcast television -- will gain from political and Olympic
advertising, up 8.5% for the year. Total television -- cable, syndication, broadcast and local -- will grow by 6.8% to $62.4 billion.
The biggest gainers in 2011 will also be the biggest in 2012: Internet marketing/advertising -- with a 10.9% gain in 2012, says MagnaGlobal. But
this is down from the growth in 2011 of 21.4%. Specifically, paid search will grow 12.6%; online video, 22.4%; and mobile, 44.2%.
Outdoor media will climb 4.0%.
Declining categories for 2012 include: newspapers, off 6.0%; magazines, down 5.2%; and radio, losing a
bit, 0.8%. Also on the losing end is direct marketing: directories' revenues will decline 19.1% and direct mail, 1.9%.
Recent MediaDailyNews Articles
-
Broadcasters Sue AereoKiller In DC May 24, 5:21 p.m.
Confirming their efforts to follow over-the-top TV services with legal filings in any market where they ... -
Cigarette Marketers Slice Mag Spending In 2011 May 24, 4:52 p.m.
The five major cigarette marketers nearly cut in half their collective magazine spending in 2011. The ... -
B2B Revenues Rises, Credits Events, Digital Ads May 24, 4:45 p.m.
Overall, business-to-business media revenues are growing, due to an upward trend in B2B trade shows which, ... -
Court Dismisses Defamation Suit Against WPP's Sorrell May 24, 3:31 p.m.
A New York Court has dismissed a defamation lawsuit brought against WPP CEO Sir Martin Sorrell.Sorrell ... -
MediaCom Races To Win FIA E Championship's AOR May 24, 12:37 p.m.
A start-up race car circuit, The FIA E Championship, has named WPP’s MediaCom as its agency ... -
Networks Tie For Last Month of the 2012-2013 Season, NBC Gains Ground May 24, 10:56 a.m.
The four major networks were in a virtual tie for the last month of the 2012-2013 ... -
Aereo Is Not Just For Cord-Cutters May 23, 6:34 p.m.
Are cord-cutters most likely to subscribe to Aereo? Not necessarily, according to early returns. CEO Chet ... -
Cars.com Drops Flag On NASCAR.com Sponsorship May 23, 6:25 p.m.
Cars.com has a need for speed. The site has a deal with Turner to sponsor a ... -
Worldwide Pay TV On The Rise, Big Growth In Asia May 23, 4:17 p.m.
North American pay TV subscribers may continue to show little or no growth for the first ... -
Activision Blizzard's Campaign Wins Grand Effie May 23, 4:12 p.m.
Video game marketer Activision Blizzards’ ad campaign “The Vet and the nOOb” for "Call of Duty: ...
Be the first to comment on "Magna: Smaller Ad Growth In 2012, Broadcast TV, Nets See Biggest Rise"
Leave a Comment