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AdAge magazine's online Data Center Fact Packs are an excellent, reliable source with tons of statistics. Their 2006 Fact Pack, a free, downloadable large PDF file, tells you how much major brands have spent on advertising over the past few years, the world's top advertisers, top brands, U.S. ad spending totals by media (direct mail, newspaper, broadcast and cable TV, radio, magazines, Internet, etc. See table below for quick 2006 numbers.), top global marketers, the most-remembered and most-like ads, and other detailed data.
Other available statistics on advertising from AdAge include the Digital Marketing and Media Fact Pack and the Hispanic Fact Pack.
U.S. Ad Spending Totals by Media, 2006 (from the above AdAge 2006 Fact Pack)
| Direct Mail $52.19 billion |
Consumer magazine $12.25 billion |
| Newspaper $46.61 billion |
Internet $6.85 billion |
| Broadcast TV $46.26 billion |
Out of home $5.77 billion |
| Cable TV $21.53 billion |
Business publications $4.07 billion |
| Radio $19.58 billion |
All other $34.65 billion |
| Yellow Pages $14.00 billion |
Total $263.77 billion |
Spanish language media advertising statistics: See the Hispanic Fact Pack from AdAge. Figures available for 2007 and earlier.
Ad skipping and on demand viewing could cost the TV industry $27 billion in lost ad revenue in the period 2005-2010, according to new research released by Accenture. Source: AdAge magazine, April 2005
The onine classifieds website craigslist has cost local newspapers in its service areas between $50 million and $64 million a year in jpb placement ads, according to Classified Intelligence LLC research in late 2004. Source: The Costco Connection, March 2006
Product placements in 2004 were valued at $3.46 billion, according to PQ Media, a Stamford, Conn., research firm. Source: Gannett News Servic story, March 1, 2006.
Perceptions of Advertising
Ongoing: Reports for sale ($35-$hundreds) by Media Dynamics, Inc. include Are Fully Attentive Viewer More Likely to See Commercials?; Memory Loss And Sales Effects: How Quickly Do We Forget TV Commercials?; How Consumers Respond To Commercials: Positive/Negative Evaluations And The Heavy Viewer Effect and How Many Ads Are We Really Exposed To? The reports are brief and the summaries unfortunately do not include any reference as to how recent the data may be. Medium Rare ($35) "reveals how the profit motive and insider politics can interfere with the creation of programming that holds the audience’s attention. It also deals with how audiences really respond to shows, showtypes and commercials, in ways that are real eye-openers, even to people 'on the inside.'"
April 2004: A Yankelovich Partners poll for the American Association
of Advertising Agencies found that a majority of Americans
are increasingly annoyed by the tidal wave of advertising they are exposed to:
- 65 percent said they believed that they "are constantly bombarded
with too much" advertising
- 61 percent agreed that the amount of advertising and marketing to which
they are exposed "is out of control"
- 60 percent said their opinion of advertising "is much more negative
than just a few years ago"
- 54 percent of the survey respondents said they "avoid buying products
that overwhelm them with advertising and marketing"
- 69 percent said they "are interested in products and services
that would help them skip or block marketing"
Read the New York Times article (requires free NYT registration)
Influence of Advertising (see also Statistics on Consumer Spending)
17% of 700 U.S. consumers surveyed in 2003 said TV
ads influenced their car-buying decisions. Ads on Internet search engines
influenced 26% of consumers.
Reported on AdAge.com, Oct. 13, 2003.
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