Advertising Age Data Center
1997 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 1996 Millions of dollars 1996 % of total 1997 Millions of dollars 1997 % of total % change
NEWSPAPERS
National $4,400 2.5 $5,016 2.7 +14.0
Local $34,002 19.4 $36,654 19.5 +7.8
Total $38,402 21.9 $41,670 22.2 +8.5
MAGAZINES
Weeklies $3,581 2.0 $3,850 3.0 +7.5
Women's $2,303 1.3 $2,576 1.4 +11.8
Monthlies $3,126 1.8 $3,395 1.8 +8.6
Total $9,010 5.1 $9,821 5.2 +9.0
FARM PUBLICATIONS $297 0.2 $325 0.2 +9.0
TELEVISION
Four TV networks $13,081 7.5 $13,020 7.0 -0.5
(Three TV networks) $11,423 6.5 $11,324 6.0 -0.9
Cable TV networks $4,472 2.6 $5,454 2.9 +22.0
Syndication $2,218* 1.3 $2,438 1.3 +9.9
Spot (national) $9,803 5.6 $9,999 5.3 +2.0
Spot (local) $10,944 6.2 $11,436 6.1 +4.5
Cable (non-network) $1,966 1.1 $2,172 1.2 +10.5
Total $42,484 24.3 $44,519 23.8 +10.5
RADIO
Network $523 0.3 $560 0.3 +7.0
Spot (national) $2,135 1.2 $2,455 1.3 +15.0
Spot (local) $9,611 5.5 $10,476 5.5 +9.0
Total $12,269 7.0 $13,491 7.1 +10.0
YELLOW PAGES
National $1,555 0.9 $1,711 0.9 +10.0
Local $9,294 5.3 $9,712 5.2 +4.5
Total $10,849 6.2 $11,423 6.1 +5.3
DIRECT MAIL $34,509 19.7 $36,890 19.7 +6.9
BUSINESS PAPERS $3,808 2.2 $4,109 2.2 +7.9
OUTDOOR
National $743 0.4 $795 0.4 +7.0
Local $596 0.3 $660 0.4 +10.7
Total $1,339 0.7 $1,455 0.8 +8.7
MISCELLANEOUS
National $16,486 9.4 $17,640 9.4 +7.0
Local $5,777 3.3 $6,187 3.3 +7.1
Total $22,263 12.7 $23,827 12.7 +7.0
NATIONAL TOTAL $103,040 58.8 $110,232 58.8 +7.0
LOCAL TOTAL $72,190 41.2 $77,297 41.2 +7.1
GRAND TOTAL $175,230 100.0 $187,529 100.0 +7.0
Notes: *Includes UPN and WB.
Source: Prepared for Advertising Age by Robert J. Coen, senior VP-forecasting, McCann-Erickson Worldwide