The report tracks the changes in 21 major segments of the media and communications sector. Subscription television is the largest segment, totaling $155 billion in 2009. The database can be ordered at www.vss.com/historical09.
The report shows that traditional advertising rose at a 5.4% CAGR from 1975 to 2009. VSS said that institutional end-user spending, which includes trade shows and circulation spending for b-to-b media, increased 9.2% during that period.
“We’re finding that media owners and investors require greater awareness of how their companies match up to their industry peers and other industry spending patterns that could be viewed as an alternative growth area and/or competitive,” John Suhler, president-general partner at VSS, said in a statement. “The ability to see the big picture, however, allows them to stay ahead of trends.