Ad Cutbacks: A Silver
Lining?
MARCH 20, 2009 -
emarketer.com
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.
Article is from emarketer.com
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