U.S. ADVERTISING VOLUME

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The McCann-Erickson 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 expense that are part of the advertisers' budgets for each medium.

1992 1993

Millions % of Millions % of

Medium of dollars total of dollars total Change

NEWSPAPERS

National $3,602 2.7 $3,620 2.6 +0.5%

Local $27,135 20.7 $28,405 20.6 +4.7%

Total $30,737 23.4 $32,025 23.2 +4.2%

MAGAZINES

Weeklies $2,739 2.1 $2,850 2.1 +4.1%

Women's $1,853 1.4 $2,009 1.4 +8.4%

Monthlies $2,408 1.8 $2,498 1.8 +3.7%

Total $7,000 5.3 $7,357 5.3 +5.1%

FARM PUBLICATIONS $231 0.2 $243 0.2 +5.2%

TELEVISION

Four TV networks $10,249 7.8 $10,209 7.4 -0.4%

Three TV networks $9,549 7.3 $9,369 6.8 -1.9%

Cable TV networks $1,685 1.3 $1,970 1.4 +16.9%

Syndication $1,370 1.0 $1,576 1.1 +15.0%

Spot (national) $7,551 5.8 $7,800 5.7 +3.3%

Spot (local) $8,079 6.1 $8,435 6.1 +4.4%

Cable (non-network) $475 0.4 $594 0.4 +25.1%

Total $29,409 22.4 $30,584 22.1 +4.0%

RADIO

Network $424 0.3 $458 0.3 +8.0%

Spot (national) $1,505 1.2 $1,657 1.2 +10.1%

Spot (local) $6,725 5.1 $7,342 5.3 +9.2%

Total $8,654 6.6 $9,457 6.8 +9.3%

YELLOW PAGES

National $1,188 0.9 $1,230 0.9 +3.5%

Local $8,132 6.2 $8,287 6.0 +1.9%

Total $9,320 7.1 $9,517 6.9 +2.1%

DIRECT MAIL $25,391 19.3 $27,266 19.8 +7.4%

BUSINESS PAPERS $3,090 2.4 $3,260 2.4 +5.5%

OUTDOOR

National $610 0.5 $605 0.4 -0.8%

Local $421 0.3 $485 0.4 +15.2%

Total $1,031 0.8 $1,090 0.8 +5.7%

MISCELLANEOUS

National $12,124 9.2 $12,759 9.2 +5.2%

Local $4,303 3.3 $4,522 3.3 +5.1%

Total $16,427 12.5 $17,281 12.5 +5.2%

National total $76,020 57.9 $80,010 57.9 +5.3%

Local total $55,270 42.1 $58,070 42.1 +5.1%

GRAND TOTAL $131,290 100.0 $138,080 100.0 +5.2%

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

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