Advertising Age - December 19, 2011

Recap

The U.S. accounted for 33% of worldwide
major-media ad spending (and 4.5% of world
population) in 2011, making it by far the biggest
ad market, according to Publicis Groupe’s
ZenithOptimedia. China ( 6.4% of 2011 world ad
spending and19.1% of population) is on track to
displace Japan as the No. 2 ad market in 2015.
MAJOR-MEDIA
SPENDING

ZenithOptimedia estimates for 2011, in billions.

%
CHANGE

1. U.S.

$154.9

+ 2.2%

2. Europe

$129.1

+ 3.1%

3. Asia and Pacific

$121.1

+ 5.4%

4. Latin America

$33.1

+ 6.0%

5. Rest of world1

$26.1

+ 1.6%

Total

$464.3

+ 3.5%

U.S.SPENDING
BYSECTOR
Estimated U.S. spending in 2011 vs. 2010 for major media
and marketing services. Data from ZenithOptimedia.

MAJOR MEDIA
MARKETING SERVICES
TOTAL 2011

SPENDING

TV 2

$58.83 billion/+ 4.1%

Direct mail

$49.03 billion/+ 2.9%

SPENDING

Radio

$16.38 billion/+ 2.1%

Telemarketing

$50.39 billion/+ 2.0%

SPENDING

Magazine

$18.62 billion/-0.8%

Sales promotion

$65.92 billion/+0.5%

SPENDING

Newspaper

$27.15 billion/- 8.5%

Public relations

$3.58 billion/+ 4.2%

SPENDING

Outdoor3

$7.28 billion/+ 5.5%

Event sponsorship

$23.85 billion/+ 8.0%

SPENDING

Internet4

$25.98 billion/+ 12.6%

Directories

$9.78 billion/- 7.9%

SPENDING

Cinema

$690 million/+ 3.0%

SPENDING

TOTAL MAJOR MEDIA

$154.93 billion/+ 2.2%

MARKETING SERVICES

$202.55 billion/+ 1.9%

TOTAL U.S.

$357.48 billion/+ 2.0%

Source: ZenithOptimedia’s Advertising Expenditure Forecasts, December 2011.

More info: zenithoptimedia.com.

Ad Age combined ZenithOptimedia regional classifications into the five breakouts shown.

Numbers rounded. “Major media” includes TV, print, radio, cinema and outdoor.

1. Includes Canada, which had 2011 major-media ad spending of $10.5 billion, up 4.9%.

2. Includes broadcast network, national cable, spot and syndication.

3. Includes billboards and out-of-home.

4. Includes display, internet video/rich media, classified, paid search, internet radio, podcast, social media, mobile and widgets/apps.

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