Advertising Age Data Center
Copyright © 1992-2014

1998 U.S. advertising volume (Coen/McCann-Erickson)

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 expenses that are part of the advertising budget for each medium.

Medium 1997 Millions of dollars 1997 % of total 1998 Millions of dollars 1998 % of total % change
NEWSPAPERS
National $5,016 2.7 $5,402 2.7 +7.7
Local $36,654 19.5 $38,890 19.3 +6.1
Total $41,670 22.2 $44,292 22.0 +6.4
MAGAZINES $9,821 5.2 $10,518 5.2 +7.1
BROADCAST TV
Four TV networks $13,020 7.0 $13,736 6.8 +5.5
Three TV networks $11,324 6.0 $12,105 6.0 +6.9
Syndication* $2,438 1.3 $2,609 1.3 +7.0
Spot (national) $9,999 5.3 $10,659 5.3 +6.6
Spot (local) $11,436 6.1 $12,169 6.0 +6.4
Total $36,893 19.7 $39,173 19.4 +6.1
CABLE TV
Cable networks $5,067 2.7 $5,827 2.9 +15.0
Spot (local) $2,170 1.2 $2,474 1.2 +14.0
Total $7,237 3.9 $8,301 4.1 +14.7
RADIO
Network $560 0.3 $622 0.3 +11.0
Spot (national) $2,455 1.3 $2,823 1.4 +15.0
Spot (local) $10,476 5.5 $11,628 5.8 +11.0
Total $13,491 7.1 $15,073 7.5 +11.7
YELLOW PAGES
National $1,711 0.9 $1,870 0.9 +9.3
Local $9,712 5.2 $10,120 5.0 +4.2
Total $11,423 6.1 $11,990 5.9 +5.0
DIRECT MAIL $36,890 19.7 $39,620 19.7 +7.4
BUSINESS PAPERS $4,109 2.2 $4,232 2.1 +3.0
BILLBOARDS
National $795 0.4 $845 0.4 +6.3
Local $660 0.4 $731 0.4 +10.8
Total $1,455 0.8 $1,576 0.8 +8.3
INTERNET $600 0.3 $1,050 0.5 +75.0
MISCELLANEOUS
National $17,751 9.5 $19,153 9.5 +7.9
Local $6,189 3.3 $6,616 3.3 +6.9
Total $23,940 12.8 $25,769 12.8 +7.6
NATIONAL TOTAL $110,232 58.5 $118,966 59.0 +7.9
LOCAL TOTAL $77,297 41.2 $82,628 41.0 +6.9
GRAND TOTAL $187,529 100.0 $201,594 100.0 +7.5
Notes: *Includes UPN and WB.
Source: Prepared for Advertising Age by Robert J. Coen, McCann-Erickson Worldwide