Advertising Spending Projected to Decrease through 2010

The most recent forecast by Veronis Suhler Stevenson underscores the shifting patterns of corporate and consumer spending in the communications and media industries.  Analysts note that while overall communications spending increased slightly in 2008, advertising spending is on track to decrease sharply again this year and may be a smaller component of the overall industry going forward.1152637_chart

Advertising spending is projected to decrease significantly in several major traditional sectors between 2008 and 2009:

  • Newspaper publishing (16.3%)
  • Consumer magazine publishing (9.7%)
  • Broadcast television (9%)

On the flip side, look for marketing and communications spending to increase by double digits in non-​traditional channels in 2013. Examples include:

  • Mobile advertising — other than texting 33%
  • Mobile gaming and advertising 46.2%
  • Paid interactive TV gaming 38.7%

Analysts also note that consumers are spending as much time as ever with media, 3,545 hours annually, but they are choosing which media they will spend their time and money on. Read the rest of the analysis here.

[Sources: Veronis Suhler Stevenson release, 8.3.09; Clifford, Stephanie. A Look Ahead in the Communications Industry, New York Times, 8.3.09 ]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.