Posts Tagged ‘Radio’

Media Advertising Forecast

September 2, 2009

In a Wall Street Journal article today about the radio industry’s debt load, a  Zenith Optimedia advertising forecast projects much tougher sledding ahead for the radio, television and newspaper industries.

Media Advertising Forecast

Media Advertising Forecast

Zenith Optimedia predicts the newspaper industry will experience the greatest advertising revenue losses followed by the radio and television industries.

Even as overall advertising spending is predicted to drop 10.6% this year, Internet Advertising is projected to grow 83% by mid 2011.

Surely Zenith Optimedia’s projection of combined 80% revenue losses in the Radio, Television and Newspaper industries is purely coincidental when compared to their prediction Internet advertising will grow by 83% over the same time period.

2009 Ad Spending Forecast and Media Attention Deficit (MAD)

October 14, 2008

Predicted growth in advertising spend per media for 2009 from Wachovia via the Wall Street Journal:

Growth of total U.S. advertising -0.8%

Internet +10%

Yellow Pages +6.3%

Cable TV +4.0%

Billboards +3.0%

Magazines -2.0%

Broadcast TV – 2.7%

Cable -4.0%

Radio -4.8%

Newspapers -9.8%

Don’t these ad growth – or lack thereof – predictions represent each specific media’s ability to reach, target and hold its audience’s attention?

When the overall economy contracts, aren’t general media those who first experience a contraction in their audience’s attention?

When media loses it’s ability to hold its audience’s attention doesn’t it soon thereafter lose advertiser support as well?