Ad Cutbacks: A Silver Lining?
February 23, 2009
Look on the bright side.
The US advertising market is struggling, but there may be light at the end of the tunnel.
According to Myers Publishing, advertising revenues from almost all sectors will see spending declines from 2008.
Hardest hit will be newspapers, magazines, terrestrial radio and print yellow pages, each expected to experience at least 9% decreases.
The good news is that Myers sees the online sector, 12% of the advertising market, growing 2.7% in 2009.
Most of the growth will come from search (8%) and display (1%), but a collection of newer online ad vehicles, including online video and social networks, should see a rapid increase (25%).
Not everyone agrees with Myers’ online projections, however. Of course, they disagree with each other as well.
Oppenheimer and Co., JupiterResearch and Borrell Associates estimated higher online advertising growth than Myers, at 21%, 14.8% and 7.2%, respectively.
UBS, at -5%, Cowen and Co., at -1%, and Credit Suisse, at 0.1%, all had lower estimates.
In 2010, overall ad spending is still expected to decline, but by a smaller percentage.
The end of the ad slowdown might still be a ways away, but it is in sight.
Courtesy of http://www.emarketer.com
