Tuesday, June 19, 2007

TNS Confirms: It's Brutal Out There

If your revenues are flat, you're doing a lot better than the majority of us.

TNS Media Intelligence 2007 Forecast – 2: Internet display advertising is projected to lead the market with 16.0 percent growth in 2007. Outdoor spending is expected to rise by 4.6 percent versus 2006 with Consumer and Sunday Magazines right behind at 4.5 percent. The TV market is expected to turn in mixed results. Cable Network TV is forecasted to advance by 5.9 percent. Network TV expenditures are expected to increase by just 1.3 percent and Spot TV spending is expected to decline by 5.5 percent. The outlook for newspaper ad spending, which accounts for over 17 percent of total ad volume, is a drop of 2.9 percent. Small declines are also projected for Radio (-0.3 percent) and Business-to-Business Magazines (-1.5 percent).

Translation: the only ad growth appears to be in the low price spreads. If you don't have an aggresive web development initiative, it's time to start. That's where the money is going.

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