Bob Coen, director of forecasting for media buying firm Universal McCann, recently issued a pessimistic update for ad spending in 2007. Here is the new forecast, which calls for total growth of just 3.1 percent, on a media-by-media basis. |
% Change 2007 Over 2006 $ |
Projections (000,000) |
|
Big 4 TV Networks | +3.0% | $17,175 |
Spot TV | -1.0 | 11,510 |
Cable TV | +4.5 | 20,190 |
Syndicated TV | -2.0 | 3,615 |
Radio | +2.5 | 4,550 |
Magazines | +4.0 | 13,595 |
Newspapers | +1.0 | 7,015 |
CONSUMER MEDIA SUB-TOTAL | + 2.2 | $77,650 |
Direct mail | +5.0 | 61,575 |
Yellow pages | +2.0 | 2,205 |
Internet | +17.0 | 10,640 |
Other national media | +4.0 | 38,010 |
TOTAL NATIONAL | +4.2% | $190,080 |
Local newspapers | -1.5% | $38,880 |
Local TV | +3.0 | 15,335 |
Local radio | +2.0 | 15,505 |
Local Yellow Pages | +2.0 | 12,430 |
Other local media | +3.7 | 18,070 |
TOTAL LOCAL | +1.1 |
$100,220 |
GRAND TOTAL | + 3.1% | $290,300 |
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