eMarketer and Starcom MediaVest Group (SMG) have together released a new report that establishes a credible dataset for brands to use in order to more effectively penetrate emerging and mature global media markets.

In the US eMarketer estimates that total media ad spending will equal $166.5 billion by the end of 2010, a 2.3% increase over 2009. While a few researchers believe there will be a further drop in spending this year, most agree that a slow bounceback is on the way. Total media spending is set to reach $178.8 billion in 2014.

eMarketer predicts $25.1 billion in online ad spending in the US this year, landing in the middle of a relatively tight range of researcher estimates from $22.9 billion (ZenithOptimedia, April 2010) to $27.4 billion (MAGNA, April 2010). All researchers forecast a return to higher growth this year, with increases continuing through 2014, when eMarketer forecasts $36.3 billion in US online ad spending.

Traditional media usage in the US remained consistent from 2000 through 2009, according to GfK and Nielsen data, but eMarketer estimates internet usage has continued to climb and mobile phones have seen near-universal adoption. The GfK MRI “Mediaday” study shows that time spent online passed time spent with radio in 2009, but trails TV.

Two factors increase time spent online in the US: broadband adoption and social networking. eMarketer estimates that broadband penetration stands at 67.3% of all households, and 51.6% of all internet users use a social network at least once a month in 2009. Despite the growth in internet, broadband and social network penetration, TV’s strong lead in time spent may also be due to simultaneous usage. The Nielsen Company’s “Three Screens” report indicates that many consumers have been going online while simultaneously watching TV.


US Media Penetration


Weekly Time Spent with Media in the US


Comparative Estimates: US Internet User Penetration, 2008-2012


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