PPB June 2018

FEATURE | 2017 U.S. Advertising and Marketing Growth Source: PQ Media’s Global Advertising & Marketing Revenue Forecast 2017-21 , except for promotional products Source for promotional products data: Promotional Products Association International * For a description of the media channels included in each overall media silo, see Table 2 in the online version of this article at pubs.ppai.org . a. Media silos are hybrids of traditional and digital media platforms, such as the combination of terrestrial television advertising with branded digital advertising (example: ad revenues generated by commercials on WCBS and other CBS-owned stations + CBS-TV + CBS.com + CBS Mobile + CBS Free VOD + CBS on Netflix). b. To avoid marketing revenue duplication in media silos, Pure-Play Internet and Mobile Advertising &Marketing is specific to online and mobile sites that are not connected to traditional media brands such as Google, YouTube, TripAdvisor and eHarmony. Advertising and marketing revenues generated by digital extensions of traditional media brands (ex., CBS.com ) are included in that traditional media silo (ex., Television). c. The Global Advertising & Marketing Revenue Forecast is one of three reports in PQ Media’s annual Global Media & Technology Forecast Series , ( www.pqmedia.com/reports.html) which also includes the Global Consumer Media Usage & Exposure Forecast and the Global Consumer Spending on Media Content & Technology Forecast. The 2018 edition of the Global Media & Advertising Forecast will be available in July. d. Some data included in the Global Advertising &Marketing Revenue Forecast are gleaned from other PQMedia syndicated reports covering specific advertising & marketing platforms, such as the Global Digital Out-of-Home Media Forecast, Global Branded Entertainment Marketing Forecast, Global Content Marketing Forecast, U.S. Brand Activation Marketing Forecast, U.S. Mobile & Social Media Forecast and U.S. Word-of-Mouth Marketing Forecast, among others. Advertising & Marketing Silo (a) (b) 2016 ($B) 2017 ($B) % Change Television Advertising $94.70 $93.80 -1.0% Direct Marketing $83.60 $83.35 -0.3% Pure-Play Internet And Mobile Advertising & Marketing (a) $53.61 $60.12 12.1% Branded Entertainment $53.68 $57.68 7.4% Promotional Marketing (not including Promotional Products) $53.52 $55.16 3.1% Promotional Products $21.31 $23.3 9.3% Newspaper Advertising $17.81 $16.09 -9.7% Radio Advertising $15.91 $15.87 -0.2% Public Relations And Word-of-Mouth Marketing $13.66 $15.57 14.0% Content Marketing $12.35 $13.94 12.8% Magazine Advertising $14.68 $13.52 -7.9% Out-of-Home Media Advertising $9.49 $9.97 5.1% Entertainment Media Advertising $5.65 $7.03 24.5% Local Directories Advertising $6.00 $5.90 -1.6% Total Advertising Media $184.31 $185.01 0.5% Total Marketing Media $271.82 $285.51 5.0% TOTAL ADVERTISING & MARKETING (c) (d) $455.95 $470.52 3.2% Table 1: United States Advertising & Marketing Silos – Revenues And Growth: 2017 vs. 2016 64 | JUNE 2018 |