U.S. ADVERTISING VOLUME

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U.S. advertising volume

U.S. advertising volume

The McCann-Erickson Worldwide U.S. advertising volume reports represent all expenditures by U.S. advertisers-national, local, private individuals, etc. The expenditures, by medium, include all commissions as well as the art, mechanical and production expenses that are part of

the advertising budget for each medium.

1993 1994

Millions* % of Millions* % of

Medium of dollars total of dollars total Change

NEWSPAPERS

National $3,620 2.7 $3,906 2.6 +7.9%

Local $28,405 20.7 $30,450 20.3 +7.2%

Total $32,025 23.4 $34,356 22.9 +7.3%

MAGAZINES

Weeklies $2,850 2.1 $3,140 2.1 +10.2%

Women's $2,009 1.4 $2,106 1.4 +4.8%

Monthlies $2,498 1.8 $2,670 1.8 +6.9%

Total $7,357 5.3 $7,916 5.3 +7.6%

FARM PUBLICATIONS

Total $243 0.2 $262 0.2 +8.0%

TELEVISION

Four TV networks $10,209 7.8 $10,942 7.3 +7.2%

(Three TV networks) $9,369 7.3 $9,959 6.6 +6.3%

Cable TV networks $1,970 1.3 $2,321 1.5 +17.8%

Syndication $1,576 1.0 $1,734 1.2 +10.0%

Spot (national) $7,800 5.8 $8,993 6.0 +15.3%

Spot (local) $8,435 6.1 $9,464 6.3 +12.2%

Cable (non-network) $594 0.4 $713 0.5 +20.0%

Total $30,584 22.4 $34,167 22.8 +11.7%

RADIO

Network $458 0.3 $463 0.3 +1.0%

Spot (national) $1,657 1.2 $1,902 1.3 +14.8%

Spot (local) $7,342 5.1 $8,164 5.4 +11.2%

Total $9,457 6.6 $10,529 7.0 +11.3%

YELLOW PAGES

National $1,230 0.9 $1,314 0.9 +6.8%

Local $8,287 6.2 $8,511 5.7 +2.7%

Total $9,517 7.1 $9,825 6.6 +3.2%

DIRECT MAIL

Total $27,266 19.3 $29,638 19.7 +8.7%

BUSINESS PAPERS

Total $3,260 2.4 $3,358 2.2 +3.0%

OUTDOOR

National $605 0.5 $648 0.4 +7.1%

Local $485 0.3 $519 0.4 +7.1%

Total $1,090 0.8 $1,167 0.8 +7.1%

MISCELLANEOUS

National $12,759 9.2 $13,928 9.3 +9.1%

Local $4,522 3.3 $4,884 3.2 +8.0%

Total $17,281 12.5 $18,812 12.5 +8.9%

NATIONAL TOTAL $80,010 57.9 $87,325 58.2 +9.1%

LOCAL TOTAL $58,070 42.1 $62,705 41.8 +8.0%

GRAND TOTAL $138,080 100.0 $150,030 100.0 +8.7%

Prepared for Advertising Age by Robert J. Coen, McCann-Erickson Worldwide

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