Ad Industry Didn’t Do Too Badly in 2007
Contrary to the published TNS Media Intelligence Report that U.S. Advertising Expenditures Grew 0.2 Percent in 2007, Jack Myers Think Tank says that the number is really between 1.9 percent and 3.1 percent. That is a pretty big difference when you look at the economy and try to make forecasts and plans based on expert information. You could look at this as a few percent difference, or a 10 fold increase in measured growth.
So where does this difference come from? According to Jack Myers, TNS only covers six traditional media, while Jack Myers includes eighteen types. TNS uses their data to show that “the advertising market continued to sputter at the end of 2007,” which might be a bit misleading. Don’t you want to know the whole story?
Jack points out that TNS is missing a vital shift in spending from traditional media (which includes the Internet!) to the next new media of video games (+90%), cinema, satellite radio (+160%), mobile (+80%) and others that account for 13.5% of the total ad spend in 2007. Interestingly, TNS does not include paid search or broadband video advertising in the total Internet ad spend. But where is the growth in the online market? Video comes to mind.
For most of you reading this, I’m sure you will mostly want to look at the details of the data and see where your niche fits into all this. For that, check out JackMyers Media Spending 2006-2009 Estimates and you will see that we should be looking into mobile advertising to ride the next wave and ask “what recession?”
