$43.6B U.S. agency revenue
The report, “Annual Advertising and Marketing Study 2009,” was based on an online survey in April of more than 1,200 advertisers.
It found that U.S. marketers will spend $66 billion on TV advertising and $42 billion on newspaper advertising this year.
“The dollar equivalent of TV advertising is vanishing from the media-run ad market,” Anthea Stratigos, co-founder and CEO of Outsell, wrote in the report. “We will see more media consolidation, more firms going out of business, more firms using the equivalent of online couponing and word-of-mouth marketing to build ‘what’s-in-it-for-me’ loyalty to consumers and professionals using these Web sites.”