Advertising Age Data Center
1999 U.S. advertising volume (Coen/McCann-Erickson)

These Universal McCann-Erickson U.S. advertising volume reports represent all expenditures by all U.S. advertisers-national marketers, local entrepreneurs, 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 1998 Millions of dollars 1998 % of total 1999 Millions of dollars 1999 % of total % change
NEWSPAPERS
National $5,402 2.7 $6,358 3.0 +17.7
Local $38,890 19.3 $40,290 18.7 +3.6
Total $44,292 22.0 $46,648 21.7 +5.3
MAGAZINES $10,518 5.2 $11,433 5.3 +8.7
BROADCAST TELEVISION
Four TV networks $13,736 6.8 $13,961 6.5 +1.6
Three TV networks $12,105 6.0 $12,195 5.7 +0.7
Syndication* $2,609 1.3 $2,870 1.3 +10.0
Spot (national) $10,659 5.3 $10,500 4.9 +1.5
Spot (local) $12,169 6.0 $12,680 5.9 +4.2
Total $39,173 19.4 $40,011 18.6 +2.1
CABLE TELEVISION
Cable networks $6,000 3.0 $7,500 3.5 +25.0
Spot (local) $2,547 1.3 $2,929 1.3 +15.0
Total $8,547 4.2 $10,429 4.8 +22.0
RADIO
Network $622 0.3 $684 0.3 +10.0
Spot (national) $2,823 1.4 $3,275 1.5 +16.0
Spot (local) $11,628 5.8 $13,256 6.2 +14.0
Total $15,073 7.5 $17,215 8.0 +14.2
YELLOW PAGES
National $1,870 0.9 $1,986 0.9 +6.2
Local $10,120 4.2 $10,666 5.0 +5.4
Total $11,990 5.9 $12,652 5.9 +5.5
DIRECT MAIL $39,620 19.7 $41,403 19.2 +4.5
BUSINESS PAPERS $4,232 2.1 $4,274 2.0 +1.0
BILLBOARDS
National $845 0.4 $925 0.4 +9.5
Local $731 0.4 $800 0.4 +9.5
Total $1,576 0.8 $1,725 0.8 +9.5
INTERNET $1,050 0.5 $1,940 0.9 +84.7
MISCELLANEOUS
National $18,980 9.4 $20,554 9.6 +8.3
Local $6,543 3.2 $7,017 3.2 +7.2
Total $25,523 12.7 $27,571 12.8 +8.0
NATIONAL TOTAL $118,966 59.0 $127,663 59.3 +7.3
LOCAL TOTAL $82,628 41.0 $87,638 40.7 +6.1
GRAND TOTAL $201,594 100.0 $215,301 100.0 +6.8
Notes: *Includes PAX, UPN and WB.
Source: Prepared for Advertising Age by Robert J. Coen, McCann-Erickson Worldwide.