Report from MarketingCharts.com shows spending and consumption down year over year in print from 2010 to 2011. 

From MarketingCharts.com. Full story here

Total US advertising expenditures in the first 9 months of 2011 increased 1.5% from a year ago, finishing the period at $104.7 billion, according to December 2011 data from Kantar Media. Spending growth slowed during Q3, up 0.4% compared to last year, after rising 4.1% in Q1 and 2.8% in Q2. Spending among the 10 largest advertisers in the first 9 months of 2011 was $11.8 billion, representing a 1.4% decline compared to a year ago. Procter & Gamble maintained its top-ranked position with spending of $2.1 billion through September, down 5.6% compared to last year, although its Q3 spending was flat compared to the previous year.

Meanwhile, expenditures for the 10 largest categories grew 3.1% in the first 9 months of 2011, to $59.5 billion. For Q3, the aggregate increase was 1.8%, although quarterly growth rates for 7 of the 10 categories trailed their year-to-date average. Automotive was the top category with $9.9 billion of spending during the 9-month period, up 7% from 2010. However, the bulk of the gain came early in the year, and from April through September automotive budgets have grown just 1%.

TV Ad Spending Rises

Most forms of TV displayed spending gains in Q3: expenditures on cable networks rose 6.5% during Q3, while year-to-date outlays grew 9.9%. Network TV registered its first quarterly gain of the year, as Q3 expenditures inched up 0.2%, although year-to-date expenditures remain down 5.7%. Kantar insight suggests higher budgets from movie studios and consumer package goods marketers accounted for the Q3 increase for network TV, while the year-to-date decline can be attributed to the loss of marquee college football and basketball programming to cable networks in Q1.

Meanwhile, ad spending in Spanish Language Television jumped 18% during Q3 2011 compared to Q3 2010, while syndication TV was also up 14.8% for the period. The only TV segment to lose ground was spot TV, where spending fell 5.7% year-over-year in Q3, and was also down 2.7% for the year-to-date.

Overall, compared to the corresponding periods in 2010, TV ad spending grew 2.3% for the year-to-date, and 3.2% for Q3.

The top 10 TV advertisers, led by Procter & Gamble, spent $7.3 billion in the medium during the first 9 months of 2011, up 0.1% from a year ago. The group accounted for 15% of total TV expenditures by all advertisers.

Most Other Media Also Post Gains

Outdoor spending slowed during the third quarter, but still registered gains of 3.2% for Q3 and 8.6% for the first 9 months. The pace of spending in radio media was more muted, but remained steady, up a modest 1.1% in Q3 and 1.2% for the year-to-date, driven by over 2% growth in local radio and network radio advertising.

Magazine media spending declined 1.2% for Q3, but rose 1.5% for the year-to-date. The top 10 magazine advertisers invested $2.7 billion in the medium for the year-to-date, a decrease of 2.8%. As a proportion of total magazine ad spending by all advertisers, the top 10 accounted for 17.1%.

Although the internet sector posted a Q3 drop of 2.9% compared to last year, overall expenditures for the year-to-date are up 2.8% compared to a year earlier. Display ad expenditures soared 15.8% in Q3 and 10.1% for the year-to-date, offsetting paid search drops of 14.4% and 2.1%, respectively. The 10 largest internet advertisers, led by General Motors, invested a total of $1.8 billion in paid search and display campaigns, up 11.1% versus a year ago, and accounting for 10.8% share of all internet ad dollars.

Newspapers Fare Poorly

The newspaper sector posted the worst figures of all media, experiencing a 3.7% decline in spending in Q3 2011 compared to Q3 2010, and 3.8% decrease for the year-to-date. Local newspapers, despite robust budgets from local auto dealers and an uptick in financial advertising, saw a 4.4% spending decline in Q3, and were down 3.9% year-to-date.

Print Media Get Spending, Lack Consumption

Meanwhile, according to December figures from eMarketer, although newspapers account for 15% of all US ad spending in 2011, they hold just a 4% share of adults’ daily media time. Magazines also hold a much larger share of ad spending than daily media time, at 9.7% and 2.8%, respectively.

By contrast, eMarketer estimates that mobile accounts for 10.1% share of adults’ media time each day, but less than 1% of ad dollars. TV (42.5% vs. 42.2%), internet (25.9% vs. 21.9%), and radio (14.6% vs. 10.9%) all also display a higher share of adults’ daily time than share of US ad spending.

eMarketer notes that time spent with the internet excludes internet access via mobile, but online ad spending includes mobile internet ad spending. As such, the total of the ad spending share for all the media adds up to more than 100%.

I thought this was interesting in comparison to some of the other stories posted recently on year end advertising revenue totals in newspapers and magazines. From BroadcastingCable.com. full story here

Forecast: Local TV Brings In $18.5 Billion In 2010

Sanguine year for stations, thanks to political, and '11 doesn't look that bad

By Michael Malone -- Broadcasting & Cable, 12/20/2010 2:05:59 PM

Local television ad revenues are expected to hit $18.5 billion this year, a 17% increase from stations' 2009 revenue totals, according to BIA/Kelsey. Not surprisingly, a banner political year and strong automotive advertising has paced stations to a very healthy 2010.

Top markets for 2010 revenue gains include Denver, Tampa-St. Petersburg-Sarasota, West Palm Beach-Ft. Pierce and Chicago.

The $18.5 billion haul outpaces the $17 billion BIA/Kelsey forecasted in April.

The 2009 total was $15.6 billion.

Without hot election races next year, BIA/Kelsey forecasts an 8% decline in revenue for 2011. But this year's strong showing bodes well for 2012 and beyond.

"We have become more bullish for the local television markets over the next decade, particularly as political advertising will continue to be significant in the even-numbered years, when we can expect heated campaigns to take place," said Mark Fratrik, Ph.D., vice president of BIA/Kelsey. "This year was an affirmation that local television is still vital to any ad campaign, and we anticipate that this won't go unnoticed by the larger nationwide retailers."

Fratrik says the multiplatform attack that's central to stations' strategy has them well poised for revenue gains long-term.

"Television broadcasters are making significant progress in enhancing their off-air revenue sources, particularly online, through hyperlocal sites and mobile applications," he said. "The blend of traditional media with the targeting of online and mobile media creates a powerful opportunity for revenue generation."

From The Wall Street Journal 12-20 Full Story here

By RUSSELL ADAMS

This year, for the first time, advertisers will have spent more on Internet ads than on print newspaper ads, according to new estimates from eMarketer.

The digital-marketing research firm says U.S. spending on online ads will hit $25.8 billion, surpassing the $22.8 billion spent on print ads in newspapers.

The eclipse has been on the horizon for years as consumers have migrated en masse to the Internet, where there are many more options for news, and where newspaper publishers can't charge nearly as much for ads as they can in print. So even while the total audience for many newspapers has grown, they have been unable to stem revenue declines.

"It's something we've seen coming for a long time, but this is a tipping point," says Geoff Ramsey, the chief executive of eMarketer.

It isn't just that newspapers are facing fiercer competition from the Web. Recently released findings by Forrester Research show that U.S. consumers, on average, now spend as much time online as they do watching television. But they aren't spending less time in front of their TVs. What they are doing less of is listening to the radio and reading newspapers and magazines offline, Forrester says.

While total ad spending in the U.S. is expected to rise 3% this year to $168.5 billion, eMarketer estimates spending on print ads in newspapers will decline 8.2% in 2010, to be followed by a 6% decline in 2011.

From Ad Age. Full story here.

Print Still Reigns, but More Retailers Turn to TV, Online Ads for Holidays

BDO Survey: Flat Holiday Budgets Mean a Little Less for Print as Marketers Spread Resources

By Natalie Zmuda
Published: November 29, 2010

"Retailers are investing their holiday advertising and marketing dollars across a widening set of platforms, as they emerge from the recession," said Steve Ferrara, partner-retail and consumer product practice at BDO USA. "The fact that only 20% cite a decrease in budgets signals that they have a bit more flexibility in how they stretch their advertising and marketing spend."

Many retailers are scrutinizing the budgets they do have and allocating more to TV. One-quarter of CMOs said they were spending most of their budget on broadcast this year, up from 13% a year ago. Best Buy is just one of the retailers increasing its presence on TV this holiday. The retailer, which said it would increase its TV spending by a low double-digit percentage, began running holiday spots on Dec. 1 this year. To free up funds for TV, the retailer pulled money away from inserts.

Most CMOs -- 42% -- said they allocate most of their holiday budget to print ads, down from 64% a year ago. And 27% said they'd be investing the bulk of their budget in online ads, including social-networking sites. That's up from just 18% last year.

Overall, social media is gaining traction among retailers, many of whom still needed to make major improvements to the strategies used last year. According to the survey, 75% of retailers are utilizing social media this year, up from 51% a year ago. Facebook is the clear winner there, with 92% of CMOs utilizing the site. More than 60% say they use Twitter, while just 20% use YouTube and only 8% use MySpace.

"Retail CMOs' sharpening and increasing focus on social-networking sites speaks to the growing popularity and effectiveness of this medium to reach consumers across demographics," said Mr. Ferrara. "The low-cost nature of social networking gives retailers more room to boost their broadcast media investment for the holiday season."

Still, social media is a relatively small part of retailers' overall budgets. The majority, 62%, said less than 10% of their marketing efforts would focus on social-networking sites, while just over 1% said 70% to 79% of their efforts would revolve around those sites.

From MarketingCharts.org

Ad Spending Climbs 5.1%; TV Gains 10.5%

U.S. ad spending saw some significant increases in the first quarter, with Q1 spending hikes “broadly distributed” across advertisers and categories, according to Kantar Media.

“That’s an encouraging signal for the market going forward,” says Jon Swallen, svp of research at Kantar.

Overall, ad expenditures rose 5.1% in Q110 from a year ago, to $31.3 billion.

Of the 19 media types tracked by Kantar, 13 experienced a spending increase in the first quarter.

Spending by Media

TV
Overall, TV gained 10.5%:
—Spot TV surged 22% due to a torrent of additional money from the automotive, retail, financial services and political categories. Despite the growth, spot TV has still only recovered to a level last seen in 1997.
—Network TV jumped 11.6%, due to a boost from Winter Olympics.
—Cable TV was up 8.2%
—Spanish language TV was up 7.2%
—Syndication was down 13.2%

Radio
Radio was up 7.4% overall:
—National spot radio soared 19%, with help from increased spending in telecom, financial services and auto categories
—Local radio was up 4.6%
—Network radio was up 3%

The Radio Advertising Bureau’s figures on radio growth were slightly less optimistic. The RAB reported earlier this week that radio advertising was up 6% in the first quarter.

Print
Print media lagged the overall ad market. Magazines were down 3.2% and newspapers slipped 3.7%:
—Consumer magazine spending fell 3.9%
—B-to-b magazines dropped 8.4%
—Local newspapers slipped 5.6%
—Sunday magazine spending jumped 13.7%
—National newspapers managed to gain 9.1%, primarily from increases at the Wall Street Journal.

Internet, Outdoor and FSIs

Internet (display ads only) gained 5%, while outdoor was essentially flat, down 0.4%. FSIs jumped 12.8%.

Full story here

From PaidContent.org:

 For the most part, The Washington Post Co. (NYSE: WPO) had a pretty good Q1—except, of course, for the magazine division (i.e., Newsweek), which saw revenue plunge 36 percent to $29.4 million. While Newsweek had a for sale sign hung on it this week, the newspaper division’s troubles have sharply abated. In Q1, newspaper revs declined 3 percent, a vast improvement over last year’s deep 22 percent drop. But the good news on the newspaper publishing side, which is primarily represented by WaPo’s flagship, came from the web, as display revs jumped 17 percent. (For more details on Newsweek’s dismal Q1, see Staci D. Kramer’s piece here.)

Earlier this week, the WaPo’s online-only Slate Group said that its ad revenues were up 52 percent. The positive results at Slate, which is part of the newspaper division, weren’t able to obscure the continued struggles for its print-based sibling as the washingtonpost.com’s classified sales were down 22 percent, hardly better than Q109’s 23 percent fall.

Here’s a snapshot of the newspaper division’s during Q1:

—Print ad revenue at The Washington Post fell 8 percent to $68.7 million, largely due to pullback in general and retail advertising.

—The paper’s daily circ dropped 12.5 percent, while Sunday circulation slid 10.4 percent. The company blamed it on the abnormally higher circ surrounding the news around last year’s presidential inauguration.

—The division posted an operating loss of $13.8 million, considerable improvement over last year’s $53.8 million loss.

Overall, net income was $45.4 million ($4.91 per share) versus the $19.2 million ($2.04 loss per share) net loss in Q109. As usual, the company’s strength came from its cable and education units.