Barclays Capital projects US newspaper advertising will decline 22% in 2009 and another 10% in 2010.
US Internet ad revenues reached $6.1 bln in Q4 2008
US Internet advertising revenues remain strong, topping $23 bln, according to Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC). Full-year 2008 revenues totaled a record $23.4 bln, exceeding 2007’s performance, itself the former record of $21.2 bln, by $2.2 bln or 10.6%. Q4 2008 revenues of $6.1 bln mark the first time the interactive advertising industry achieved, and surpassed, $6 bln in a single quarter. The figures represent a $154 mln or 2.6% increase from Q4 2007, which had revenues of $5.9 bln. This is the fifth consecutive year of record results.
Top ad carriers in January, 2009
Rank | Property | Unique Visitors (000) | Reach % |
Total Audience | 191,863 | 100% | |
1 | Platform-A | 174,586 | 91% |
2 | Yahoo! Network | 164,712 | 86% |
3 | ValueClick Networks | 160,261 | 84% |
4 | Google Ad Network | 158,481 | 83% |
5 | Traffic Marketplace | 146,903 | 77% |
6 | Yahoo! Sites | 146,131 | 76% |
7 | Specific Media | 145,929 | 76% |
8 | Tribal Fusion | 143,869 | 75% |
9 | 143,116 | 75% | |
10 | 24/7 Real Media | 141,604 | 74% |
11 | Tremor Media – Potential Reach | 136,867 | 71% |
12 | Casale Media – MediaNet | 136,772 | 71% |
13 | Turn, Inc | 132,949 | 69% |
14 | Adconion Media Group | 130,717 | 68% |
15 | interCLICK | 126,706 | 66% |
16 | CPX Interactive | 125,764 | 66% |
17 | DRIVEpm | 125,255 | 65% |
18 | ADSDAQ by ContextWeb | 121,022 | 63% |
19 | Revenue Science | 114,122 | 59% |
20 | Digital Broadcasting Group | 111,698 | 58% |
21 | MSN-Windows Live | 111,695 | 58% |
22 | Collective Network | 111,322 | 58% |
23 | Burst Media | 109,043 | 57% |
24 | AOL Media Network | 108,441 | 57% |
25 | BrightRoll Video Network | 98,179 | 51% |
26 | AdBrite | 89,649 | 47% |
27 | YOUTUBE.COM | 82,772 | 43% |
28 | Centro – Potential Reach | 81,559 | 43% |
29 | Vibrant Media | 79,908 | 42% |
30 | MYSPACE.COM | 75,639 | 39% |
31 | NNN Total Newspapers: U.S. | 74,800 | 39% |
32 | Ask Network | 74,742 | 39% |
33 | Pulse 360 | 71,075 | 37% |
34 | Gorilla Nation Media | 68,684 | 36% |
35 | IAC Ad Solutions | 66,759 | 35% |
36 | Undertone Networks | 66,083 | 34% |
37 | Career Ad Network | 65,936 | 34% |
38 | ITN Digital Networks | 65,705 | 34% |
39 | Kontera | 64,928 | 34% |
40 | TattoMedia | 61,677 | 32% |
41 | IB Local Network | 58,414 | 30% |
42 | EBAY.COM | 57,520 | 30% |
43 | Adify | 57,380 | 30% |
44 | FACEBOOK.COM | 57,232 | 30% |
45 | MSN.COM Home Page | 56,481 | 29% |
46 | Glam Media | 55,293 | 29% |
47 | AMAZON.COM | 54,562 | 28% |
48 | NNN Top 25 | 52,326 | 27% |
49 | Business.com Network | 51,586 | 27% |
50 | QuadrantONE | 47,754 | 25% |
Source: comScore |
Internet ads to reach $147 bln globally by 2012
The global advertising market grew to just over $600 bln in 2007, according to The Kelsey Group. The firm expects global ad revenues to grow at a compound annual growth rate (CAGR) of 2.7% and reach $707 bln in 2012. Interactive advertising revenues will increase significantly from $45 bln in 2007 to $147 bln globally in 2012, representing a 23.4% CAGR. Interactive advertising, which comprises search (including local search), display advertising, classifieds and other interactive ad products, grew its share of global advertising revenues from 6.1% in 2006 to 7.4% in 2007. By 2012 Kelsey Group analysts expect the interactive share of global ad spending will reach 21%.
During the forecast period (2007-2012), the United States will see interactive advertising revenues grow from $22.5 bln to $62.4 bln (22.6% CAGR), with interactive revenues in Canada increasing from $1.3 bln to $3.3 bln (21.3% CAGR).
Online gaming advertising in November 2008
Online Gaming | Nov-2007 | Nov-2008 | % Change |
Total Display Ad Views (MM) | 6,659 | 8,610 | 29 |
Advertising Exposed Unique Visitors (000) | 52,066 | 67,834 | 30 |
Advertising Exposed Reach % | 28.6 | 35.6 | 25 |
Display Ads per Page Viewed | 1.00 | 0.83 | -17 |
Average Frequency | 127.9 | 126.9 | -1 |
GRPs Total Population | 2,271 | 2,913 | 28 |
Source: comScore |
Top ad carriers in December 2008
Rank | Property | Unique Visitors (000) | Reach % |
Total Internet | 190,650 | 100% | |
1 | Platform-A | 173,804 | 91% |
2 | Yahoo! Network | 165,879 | 87% |
3 | ValueClick Networks | 159,420 | 84% |
4 | Google Ad Network | 157,131 | 82% |
5 | Specific Media | 153,079 | 80% |
6 | Traffic Marketplace | 147,024 | 77% |
7 | Yahoo! Sites | 145,708 | 76% |
8 | 24/7 Real Media | 142,448 | 75% |
9 | Adconion Media Group | 142,133 | 75% |
10 | 141,044 | 74% | |
11 | Tribal Fusion | 139,778 | 73% |
12 | Tremor Media | 137,407 | 72% |
13 | interCLICK | 137,076 | 72% |
14 | Casale Media – MediaNet | 136,806 | 72% |
15 | Collective Network | 126,294 | 66% |
16 | Revenue Science | 126,261 | 66% |
17 | DRIVEpm | 126,158 | 66% |
18 | Turn, Inc | 123,150 | 65% |
19 | CPX Interactive | 118,305 | 62% |
20 | ADSDAQ by ContextWeb | 117,025 | 61% |
21 | BrightRoll Video Network | 114,333 | 60% |
22 | Burst Media | 112,601 | 59% |
23 | MSN-Windows Live | 112,223 | 59% |
24 | AOL Media Network | 109,879 | 58% |
25 | AdBrite | 87,826 | 46% |
26 | YOUTUBE.COM | 81,926 | 43% |
27 | Centro – Potential Reach | 79,294 | 42% |
28 | Undertone Networks | 79,259 | 42% |
29 | Vibrant Media | 78,370 | 41% |
30 | MYSPACE.COM | 75,909 | 40% |
31 | Ask Network | 73,267 | 38% |
32 | NNN Total Newspapers: U.S. | 72,178 | 38% |
33 | IAC Ad Solutions | 69,839 | 37% |
34 | Gorilla Nation Media | 69,676 | 37% |
35 | EBAY.COM | 62,738 | 33% |
36 | Kontera | 62,340 | 33% |
37 | AMAZON.COM | 62,081 | 33% |
38 | Glam Media | 61,129 | 32% |
39 | Pulse 360 | 60,834 | 32% |
40 | ITN Digital Networks | 60,060 | 32% |
41 | MSN.COM Home Page | 56,543 | 30% |
42 | TattoMedia | 56,284 | 30% |
43 | FACEBOOK.COM | 54,552 | 29% |
44 | IB Local Network | 53,461 | 28% |
45 | NNN Top 25 | 49,520 | 26% |
46 | Adify | 48,974 | 26% |
47 | Business.com Network | 47,695 | 25% |
48 | WALMART.COM | 46,049 | 24% |
49 | YuMe Video Network | 45,860 | 24% |
50 | QuadrantONE | 44,940 | 24% |
Source: comScore |
US search ads down 8% in Q4 2008
US search advertising spending fell 8% in Q4 2008 from Q4 2007, according to Efficient Frontier.
Top ad carriers in November 2008
Rank | Property | Visitors, 000 | Reach, % | |
Total Audience | 190,775 | 100% | ||
1 | Platform-A | 173,155 | 91% | |
2 | Yahoo! Network | 164,535 | 86% | |
3 | Google Ad Network | 159,387 | 84% | |
4 | ValueClick Networks | 157,444 | 83% | |
5 | Specific Media | 151,386 | 79% | |
6 | Traffic Marketplace | 142,510 | 75% | |
7 | Yahoo! | 142,007 | 74% | |
8 | Tribal Fusion | 141,412 | 74% | |
9 | 24/7 Real Media | 139,189 | 73% | |
10 | 138,870 | 73% | ||
11 | Casale Media – MediaNet | 137,371 | 72% | |
12 | Adconion Media Group | 136,625 | 72% | |
13 | Tremor Media | 134,949 | 71% | |
14 | interCLICK | 128,033 | 67% | |
15 | Revenue Science | 126,600 | 66% | |
16 | DRIVEpm | 123,082 | 65% | |
17 | Collective Media | 118,796 | 62% | |
18 | CPX Interactive | 115,129 | 60% | |
19 | MSN-Windows Live | 111,610 | 59% | |
20 | urn | 111,227 | 58% | |
21 | ADSDAQ | 110,338 | 58% | |
22 | AOL Media Network | 108,785 | 57% | |
23 | Burst Media | 105,989 | 56% | |
24 | AdBrite | 88,203 | 46% | |
25 | YOUTUBE.COM | 80,406 | 42% | |
26 | Centro – Potential Reach | 77,207 | 40% | |
27 | MYSPACE.COM | 75,328 | 39% | |
28 | Undertone Networks | 75,027 | 39% | |
29 | Vibrant Media | 73,748 | 39% | |
30 | NNN Total Newspapers: U.S. | 73,231 | 38% | |
31 | Ask Network | 70,151 | 37% | |
32 | Gorilla Nation Media | 67,972 | 36% | |
33 | IAC Ad Solutions | 65,098 | 34% | |
34 | Kontera | 60,982 | 32% | |
35 | Pulse 360 | 57,733 | 30% | |
36 | MSN.COM Home Page | 57,622 | 30% | |
37 | EBAY.COM | 56,775 | 30% | |
38 | IB Local Network | 55,438 | 29% | |
39 | Glam Media | 54,631 | 29% | |
40 | AMAZON.COM | 54,223 | 28% | |
41 | TattoMedia | 52,376 | 27% | |
42 | NNN Top 25 | 50,836 | 27% | |
43 | YuMe Video Network | 50,798 | 27% | |
44 | FACEBOOK.COM | 50,511 | 26% | |
45 | ITN Digital Networks | 48,554 | 25% | |
46 | Ybrant – Oridian – ADdynamix | 48,099 | 25% | |
47 | Business.com Network | 46,487 | 24% | |
48 | QuadrantONE | 44,482 | 23% | |
49 | WALMART.COM | 43,940 | 23% | |
50 | Intergi | 43,406 | 23% | |
Source: comScore |
Most liked TV commercials in 2008
Rank | Brand | Ad Description | Likeability Index | |
1 | NFL | Ephraim Salaam describes how Chester Pitts became an NFL player (:60) | 216 | |
2 | Budweiser | Dalmatian trains Hank the Clydesdale for hitch team (:60) | 208 | |
3 | Geico | Gecko on subway train with older man (:30) | 192 | |
4 | AMP Energy | Dale Earnhardt Jr. knocks out a gorilla in different places (:30) | 191 | |
5 | M&M’s | Pink peanut M&M is attacked by squirrels in park (:15) | 186 | |
6 | Bridgestone | Squirrel and other forest animals scream as car approaches (:30) | 185 | |
7 | Lowe’s | Jimmie Johnson fixes things, including school bus, using Kobalt tools (:30) | 185 | |
8 | Slim Jim | Couple at wedding is attacked by man’s mini evil twin (:15) | 181 | |
9 | Bud Light | Bud Light is brewed to give you the ability to breath fire (:30) | 175 | |
10 | Macy’s | Celebrities read “Yes, Virginia, there is a Santa Claus” (:30) | 170 | |
Source: Nielsen |
Top US advertisers in traditional media in 2008
Rank | Parent Company | Ad Dollars Spent | ||
1 | Procter & Gamble Co | $2,342,319,397 | ||
2 | General Motors Corp | $1,441,747,399 | ||
3 | AT&T Inc | $1,317,893,377 | ||
4 | Verizon | $1,125,700,512 | ||
5 | Johnson & Johnson | $1,059,109,138 | ||
6 | Time Warner Inc | $878,355,332 | ||
7 | Toyota Motor Corp | $819,377,026 | ||
8 | General Electric Co | $807,869,688 | ||
9 | Ford Motor Co | $742,708,529 | ||
10 | Pepsico Inc | $730,503,931 | ||
Source: Nielsen |