United States yearbook - 1982 (1)

5 6 6
C om m unications
N o . 9 6 1 . A d v e r t is in g — E s t i m a t e d E x p e n d i t u r e s : 1 9 5 0 t o 1 9 8 1
(In muttons of dollars. See also H is to ric a l S ta tis tic s , C o lo n ia l T im e s to 1 9 7 0 , series T 444-4461
Local
YEAR
Total
YEAR Total National
National
Local YEAR Total
National
Local
1 9 5 0 .................... 5 ,700
I M S ............... 9 ,IS O
1 9 6 0 .................... 11,960
1 9 6 5 ....................
1 9 6 8 ....................
1 9 6 9 ....................
15,260
15,090
19,420
3,260
5 ,3 8 0
7,305
9,340
10,800
11,400
2,440
3 ,7 7 0
4,655
5,910
7,290
8,020
19,550
2 0 ,7 4 0
23,300
25,120
26,820
26,160
11,350
1 1 ,7 7 $
13,030
13,775
14,610
15,340
8,200
8,965
10,270
11,345
12,010
12,820
1976 . 33,690
1 9 7 7 .. 37,920
1978 . 43,950
1079............... 49,560
1980............... 54,480
1681, prei....... 61,320
18,555
20,050
24,025
27,080
30,290
34,280
15,135
1 7 ,0 7 0
19,925
22,480
24,190
27,040
Source: McCann-Erickson, Inc., New York, N.Y. Compiled for Crain Communications, Inc. In A d v e rtis in g A g e (copyright).
N o. 962. Advertising—Indexes o f N a t i o n a l Advertising Expenditures, by Medium:
1 9 5 0 to 1 9 8 1
{1967=100. Based on the average monthly expenditure for those major media which give national coverage. See also H is to rie s /
S ta tis tic s , C o lo n ia l T im e s to 1 970, series T 472-484]
MEOfOM 1950 1955 1960 1965 1970 1975 1976 1977 1976 1979 I960 1901
General Index.................... 2 5 49 67 90 112 146 163 210 241 276 307 362
Network television............ 6 38 56 85 114 158 196 238 273 316 353 383
Spot television.................. 3 26 53 90 125 164 218 223 261 291 330 379
Magazines........................ 38 56 73 93 104 118 1 44 174 209 236 253 284
Weeklies...................... 40 61 81 94 95 94 115 139 178 204 218 246
Women’s...................... 46 57 65 95 107 130 162 200 238 259 277 303
Monthlies...................... 28 43 64 90 120 155 187 222 246 280 304 347
Newspapers................... 61 84 92 93 105 144 170 198 211 246 279 323
Source; McCann-Erickson, Inc,, New York, N.Y. Compiled for Crain Communications, Inc, In Advertising A ge (copyright).
No. 9 6 3 . A d v e r t is in g — E s t im a t e d E x p e n d i t u r e s , b y M e d i u m : 1 9 6 5 t o 1 9 8 1
fin millions of dollars, except percent. See text, page 551 for a discussion of types of advertising. See also H is to ric a l S ta tis tic s ,
C o lo n ia l T im e s to 1970, series R 1 06-109, R 123-126, and T 444-471]
MEDIUM
EXPENDITURES
1965 1970 1975 1977 1978 1979 1980
PERCENT
1981,
prel. 1965 1970 1975 1900
1901,
prel.
Total.................... 15,260 19,550 28,160 37,920 43,950 49,560 54,480 6 1,320 100.0 100.0 100.0 100.0 100.0
National................... 9,340 11,350 15.340 20,850 2 4 ,0 2 5 2 7 ,0 8 0 30,290 3 4,280 6 1.2 58.1 54.5 55.6 55.9
5,910 8,200 12,820 17,070 19,925 22,480 24,190 27,040 38.8 41.9 45.5 44.4 44.1
Newspapers................... 4,426 5,704 8,442 11,132 12,707 14,493 15,541 17,420 29.0 29.2 30.0 28.5 28.4
784 891 1,221 1,677 1,787 2,085 2,353 2,729 5.1 4.6 4.3 4.3 4.4
3,642 4,813 7,221 9,455 10,920 12,408 13,188 14,691 23.9 24.6 25.7 24.2 24.0
Magazines...................... 1,161 1,292 1,465 2,162 2,597 2,932 3,149 3 ,533 7.6 6.6 5.2 5.8 5.8
610 617 612 903 1,156 1,327 1,418 1,598 4.0 3.2 2.2 2.6 2 3
269 301 368 565 672 7 30 782 853 1.8 1.5 1.3 1*4
Monthlies........... ........ 262 374 485 694 767 875 949 1,082 1.8 1.9 1.7 1.8 1.8
Farm publications........... 71 62 74 90 104 120 130 146 .5 .3 .3 .2 .2
Television....................... 2,515 3,596 5,263 7,612 8,955 10,164 11,366 12,650 16.5 18,4 18.7 20.9
1,237 1,658 2,306 3,460 3,975 4,599 5,130 5 ,575 8.1 8.5 8.2 9,4 0.1
892 1,234 1,623 2,204 2,607 2,873 3,269 3,730 5.9 6.3 5.8 6J) 6J
386 704 1,334 1,948 2 ,3 7 3 2,682 2 ,9 6 7 3 ,3 4 5 2.5 3 .6 4 .7 5.5 5.4
Radio..., 917 1,308 1,980 2,634 3 ,052 3,310 3,702 4 ,212 6.0 6.7 7.0 6.8 8.9
60 56 83 137 147 161 183 220 .4 .3 .3
275 371 436 546 620 665 779 896 1.8 1.9 1.5
582 881 1,461 1,951 2,285 2,484 2,740 3 ,096 3.8 4.5 5.2 5.0 5.0
Direct mail..................... 2,324 2,766 4,124 5,164 5,987 6,653 7,596 8,781 15.2 14.1 14.6
Business papers............. 671 740 919 1.221 1.400 1,575 1,074 1,841 4.4 3,6 3.3
180 234 335 418 4 66 540 578 6 50 1.2 1.2 1.2
National...................... 120 154 220 290 307 355 364 419 .8 .8 .8
Locaf.................,......... 60 8 0 115 128 159 185 214 231 .4 .4 .4 A !4
Miscellaneous................ 2,985 3,848 5,558 7,487 8,682 9,783 10,744 12,087 19.6 19.7 19.7
1,745 2,1 Z6 2,669 3,899 4,404 5.Q62 5.663 6.410 11.5 10,9 10.2
1,240 1,722 2,689 3,586 4,18a 4,721 5.081 5,677 6.1 8,8 9.5 9.3 9^3
PemeUS e ^ d S “ * * Com "tea,io"s' «"» A g e (copyright).