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Published by: Veronis Suhler Stevenson
Published: Aug. 7, 2007
Table of Contents
- Executive Summary
- 1. Communications in the U.S. Economy
- 2. Advertising
- 3. Marketing Services
- 4. Consumer End-User Spending on Communications
- 5. Institutional End-User Spending on Communications
- 6. Broadcast Television
- 7. Cable, Satellite & RBOC TV Services
- 8. Broadcast & Satelllite Radio
- 9. Out-of-Home Media
- 10. Entertainment Media
- 11. Internet & Mobile Services
- 12. Newspaper Publishing
- 13. Consumer Book Publishing
- 14. Yellow Pages Directories
- 15. Consumer Magazine Publishing
- 16. Business-to-Business Media
- 17. Educational & Training Media & Services
- 18. Professional & Business Information Services
- Executive Summary
- ES.1: Total Spending on Communications
- ES.2: Communications Spending and Nominal GDP Growth, 2002-2011
- ES.3: Growth of U.S. Spending on Communications
- ES.4: Communications Industry Spending by Segment
- ES.5: Total Spending on Internet & Mobile Services by Segment
- ES.6: Communications Industry Segments Ranked by Size
- ES.7: Communications Industry Segments Ranked by Five-Year Growth
- ES.8: Economic Sectors Ranked by Five-Year Growth
- ES.9: Economic Sectors Ranked by Dollar Sales
- ES.10: Traditional and Alternative Advertising Spending
- ES.11: Traditional and Alternative Marketing Services Spending
- ES.12: Time Spent with Media, by Type of Support
- ES.13: Consumer Media Usage Per Person Per Year
- ES.14: Consumer Spending on Communications Per Person Per Year
- ES.15: Average Time Spent with Selected Institutional Media Segments Per User
- ES.16: 2006 Communications Industry Forecast Compared with Actual Growth
- ES.17: Veronis Suhler Stevenson Communications Industry Forecast
- 1. Communications in the U.S. Economy
- 1.1: Economic Sectors Ranked by Five-Year Growth
- 1.2: Economic Sectors Ranked by Dollar Sales
- 1.3: Growth Rates of GDP, Inflation, and CPI
- 1.4: Annual Growth of GDP and GDP Deflator
- 1.5: Real & Gross Domestic Product
- 1.6: Annual Growth in Real GDP Components
- 1.7: Annual Growth in Real Gross Private Domestic Investment Components
- 1.8: Annual Growth in Real Personal Consumption Components
- 1.9: Corporate Profit Growth
- 1.10: Interest Rates Compared with Federal Fund Rates
- 1.11: Purchasing Power of Households Compared with CPI Growth
- 1.12: 2006 Communications Industry Forecast Compared with Actual Growth
- 2. Advertising
- 2.1: Advertising Spending
- 2.2: Advertising Spending and Nominal GDP Growth, 2002-2011
- 2.3: Growth of U.S. Spending on Advertising
- 2.4: Traditional and Alternative Advertising Spending
- 2.5: Local and National Advertising Spending
- 2.6: Local Advertising Spending
- 2.7: National Advertising Spending
- 2.8: Total Spending on Internet Advertising by Segment
- 2.9: Total Spending on Mobile Advertising by Segment
- 2.10: Political Media Buying
- 2.11: Top 10 Advertisers in 2006
- 2.12: Top 10 Advertising Categories in 2006
- 2.13: Advertising Costs Per Hour of Use
- 2.14: 2006 Communications Industry Forecast Compared with Actual Growth
- 3. Marketing Services
- 3.1: Marketing Services Spending
- 3.2: Total Marketing Services Spending and Nominal GDP Growth, 2002-2011
- 3.3: Growth of U.S. Spending on Marketing Services
- 3.4: Marketing Services Spending, Traditional versus New Media
- 3.5: Direct Marketing Spending by Medium and Market
- 3.6: Business-to-Business Promotion Spending
- 3.7: Consumer Promotion Spending
- 3.8: Outsourced Custom Publishing Spending
- 3.9: Branded Entertainment Spending
- 3.10: Shares of Spending on Consumer Event Marketing
- 3.11: Event Sponsorship Spending by Category
- 3.12: Shares of Paid Product Placement Spending by Medium
- 3.13: Public Relations Spending
- 3.14: Shares of Public Relations Spending by Industry Sector
- 3.15: 2006 Communications Industry Forecast Compared with Actual Growth
- 4. Consumer End-User Spending on Communications.
- 4.1: Consumer End-User Spending on Communications
- 4.2: Consumer End-User Spending on Communications and Nominal GDP Growth, 2002-2011
- 4.3: Growth of U.S. Spending on Consumer Media
- 4.4: Consumer Spending on Communications
- 4.5: Consumer Spending on Communications per Person per Year
- 4.6: Total Spending on Internet & Mobile Content & Access by Segment
- 4.7: Consumer End-User Spending on Communications as a Percentage of Disposable Income.
- 4.8: Average Time Spent with Consumer Media Per User per Year
- 4.9: Time Spent with Media by Type of Support
- 4.10: Time Spent with Media by Medium Type
- 4.11: Consumer Spending on Media versus Time Spent with Media, 2006
- 4.12: Time Spent Online in All Media
- 4.13: Time Spent with Mobile Content in All Media
- 4.14: Concurrent Media Usage by Medium
- 4.15: Media Use by Location
- 4.16: Shifting Demographics in the United States
- 4:17: Shares of Media Use by Gender and Age in 2006
- 4.18: Household Penetration Rates of Consumer Media
- 5. Institutional End-User Spending on Communications
- 5.1: Institutional End-User Spending on Communications
- 5.2: Total Institutional End-User Spending on Information and Nominal GDP Growth, 2002-2011
- 5.3: Growth of U.S. Spending on Institutional End-User Information
- 5.4: Total Spending on Institutional End-User Communications by Segment
- 5.5: Growth Opportunities versus Value-Added Opportunities in the Institutional End-User Services Market
- 5.6: Time Spent at Work Online
- 5.7: Time Spent Per Year with Selected Institutional Media Segments Per User
- 5.8: U.S. Business Spending on Broadband & Wireless Access
- 5.9: Shares of U.S. Business Spending on Wireless & Broadband Access by Vertical Markets, 2006
- 5.10: 2006 Communications Industry Forecast Compared with Actual Growth
- 6. Broadcast Television
- 6.1: Broadcast Television Spending
- 6.2: Broadcast Television Spending and Nominal GDP Growth, 2002-2011
- 6.3: Growth of U.S. Spending on Broadcast Television
- 6.4: National & Local Television Advertising Expenditures
- 6.5: Upfront Television Sales
- 6.6: Top Product Category Spending Growth, 9 mos. 2006 versus 9 mos. 2005
- 6.7: Secondary Product Category Spending Growth, 9 mos. 2006 versus 9 mos. 2005
- 6.8: Network vs. Television Station Advertising Growth in Even-Numbered Years versus Odd-Numbered Years
- 6.9: Local vs. National Spot Advertising Growth in Even-Numbered Years versus Odd-Numbered Years
- 6.10: Top 15 Local Broadcast TV Advertisers
- 6.11: Television's Internet Platforms
- 6.12: Television's Mobile Platforms
- 6.13: Television Spending on Digital Platforms
- 6.14: Total Spending on Retransmission Fees of Local Television Signals
- 6.15: Household Hours of Television Viewing
- 6.16: Prime Time Network Ratings
- 6.17: Prime Time Ratings
- 6.18: Prime Time Audience Shares
- 6.19: Total Day Ratings
- 6.20: Shares of Total Day Television Viewing
- 6.21: Television Household Viewing
- 6.22: 2006 Communications Industry Forecast Compared with Actual Growth
- 7. Cable, Satellite & RBOC TV Services
- 7.1: Cable, Satellite & RBOC TV Services Spending by Provider
- 7.2: Cable, Satellite & RBOC TV Services Spending and Nominal GDP Growth, 2002-2011
- 7.3: Growth of U.S. Spending on Cable, Satellite & RBOC TV Services
- 7.4: Cable, Satellite & RBOC TV Services Spending by Service
- 7.5: Total Spending on Wired Cable Television
- 7.6: Total Spending on Satellite Television
- 7.7: Total Spending on RBOC TV Services
- 7.8: Cable, Satellite & RBOC TV Services Subscriptions
- 7.9: Wired Cable Digital Households
- 7.10: Cable Modem Spending
- 7.11: Residential Cable Telephony Spending
- 7.12: Household Spending on Basic Cable, Satellite & RBOC TV Services
- 7.13: Household Spending on Premium Cable, Satellite & RBOC TV Services
- 7.14: Pay-Per-View: Wired Cable
- 7.15: Pay-Per-View: Satellite TV
- 7.16: Pay-Per-View: RBOC TV Services
- 7.17: Spending on Pay-Per-View: Hotels/Motels
- 7.18: The Overall Pay-Per-View Market
- 7.19: Wired Cable Spending on Video-on- Demand
- 7.20: Spending on Video-on-Demand: Hotels/Motels
- 7.21: Total Spending on Video-on-Demand
- 7.22: Subscription Spending on Digital Video Recorders (DVRs)
- 7.23: Spending on ITV Games
- 7.24: Cable, Satellite & RBOC Television Advertising
- 7.25: Top 10 National Cable Advertisers
- 7.27: Spending on ITV, VOD & DVR Advertising
- 7.28: Spending on Basic Network and Premium Channel License Fees
- 7.29: Digital Spending in Cable, Satellite & RBOC TV Services
- 7.30: Spending on T-Commerce
- 7.31: Prime Time Ratings
- 7.32: Prime Time Audience Shares
- 7.33: Total Day Ratings
- 7.34: Shares of Total Day Television Viewing
- 7.35: Television Household Viewing
- 7.36: 2006 Communications Industry Forecast Compared with Actual Growth
- 8. Broadcast & Satelllite Radio
- 8.1: Broadcast & Satellite Radio Spending
- 8.2: Total Radio Spending and Nominal GDP Growth, 2002-2011
- 8.3: Growth of U.S. Spending on Broadcast & Satellite Radio
- 8.4: Broadcast Radio Advertising Expenditures
- 8.5: Percent Change in Spotload at Major Radio Groups in Top 10 Markets: Mar. 06 versus Mar. 07
- 8.6: Top 10 Radio Groups by Stations, 2001-2006
- 8.7: Satellite Radio Subscriber Growth
- 8.8: Satellite Radio Spending
- 8.9: Spending on Radio's Digital Platforms
- 8.10: Listeners in the Average Quarter-Hour
- 8.11: Broadcast Radio Shares of Average Quarterly Hour by Format
- 8.12: Number of Commuters & Time Spent Commuting
- 8.13: Growth in Share of Hispanic Population in United States
- 8.14: 2006 Communications Industry Forecast Compared with Actual Growth
- 9. Out-of-Home Media
- 9.1: Total Out-of-Home Media Spending
- 9.2: Total Out-of-Home Media and Nominal GDP Growth, 2002-2011
- 9.3: Growth of U.S. Spending on Out-of-Home Media
- 9.4: Local and National Out-of-Home Media Spending
- 9.5: Top 10 Out-of-Home Media Categories
- 9.6: Top 20 Out-of-Home Brands
- 9.7: Spending, Growth & Shares of Top 100 Out-of-Home Brands
- 9.8: Alternative Out-of-Home Spending by Category, 2006
- 9.9: Traditional Out-of-Home Spending by Category, 2006
- 9.10: Number of Commuters & Time Spent Commuting
- 9.11: Average Miles Walked Per Week by Demographic
- 9.12: Average Time Spent at Airports
- 9.13: 2006 Communications Industry Forecast Compared with Actual Growth
- 10. Entertainment Media
- 10.1: Total Entertainment Spending
- 10.2: Entertainment Media Spending and Nominal GDP Growth, 2002-2011
- 10.3: Growth of U.S. Spending on Entertainment Media
- 10.4: Number of Box Office Screens
- 10.5: Box Office Titles Grossing More Than $100 Million in 2006
- 10.6: Box Office Spending
- 10.7: Spending on Box Office Related Digital Content
- 10.8: Home Video Spending
- 10.9: VHS & DVD Households & Penetration
- 10.10: VHS Spending.
- 10.11: DVD Spending
- 10.12: Subscription Home Video Rental Spending
- 10.13: Home Video Titles Grossing More Than $100 Million in 2006
- 10.14: Television & In-Flight Programming Spending
- 10.15: Total Spending on Recorded Music
- 10.16: Spending on Recorded Music by Physical Format
- 10.17: Net Unit Shipments and Growth of Recorded Music by Format
- 10.18: Online Music Spending and Growth
- 10.19: Moblie Music & Marketing Spending
- 10.20: Spending on Content & Advertising at Music Websites
- 10.21: Top 10 Bestselling Albums/Digital Downloads in 2006
- 10.22: Videogame Spending
- 10.23: Spending on Mobile Games & Advertising
- 10.24: Spending on Videogame Console Software
- 10.25: Spending on PC Entertainment Software
- 10.26: Top 10 Videogame Titles in 2006
- 10.27: Spending on Online Games & Advertising
- 10.28: 2006 Communications Industry Forecast Compared with Actual Growth
- 11. Internet & Mobile Services
- 11.1: Total Spending on Pure-Play Internet & Mobile Services
- 11.2: Pure-Play Internet & Mobile Spending and Nominal GDP Growth, 2002-2011
- 11.3: Growth of U.S. Spending on Pure-Play Internet & Mobile Services
- 11.4: Total Spending on Internet & Mobile Services by Category
- 11.5: Total Spending on Internet & Mobile Services by Media
- 11.6: Spending on Traditional Media's Internet and Mobile Services by Medium, 2006
- 11.7: Total Spending on Internet Services in All Media
- 11.8: Internet Advertising Spending by Media
- 11.9: Internet Advertsing by Category
- 11.10: National Consumer Internet Advertising Spending by Type
- 11.11: Local Consumer Internet Advertising Spending
- 11.12: Online Video Advertising
- 11.13: Average Price Per Keyword Search
- 11.14: Advertising Spending Concentration, 2006
- 11.15: Internet Household Penetration
- 11.16: Consumer Internet Access Spending
- 11.17: Spending on Paid Internet Content
- 11.18: Spending on General Content
- 11.19: Spending on General Paid Content by Category
- 11.20: Online Music Spending
- 11.21: Online Gaming Spending
- 11.22: Spending on Video Downloads
- 11.23: Shares of Consumer Time Spent Online, 2006
- 11.24: Total Spending on Mobile E-Mail & Information Alerts
- 11.25: Consumer Internet Retail Spending
- 11.26: Domestic Business-to-Business E-commerce
- 11.27: Total Spending on Mobile Services in All Media
- 11.29: Total Spending on Mobile Advertising
- 11.30: Total Spending on Mobile Access
- 11.31: Total Spending on Mobile Content
- 11.32: Total Spending on Mobile Entertainment & Information
- 11.33: Moblie Music Spending
- 11.34: Total Spending on Mobile Games
- 11.35: Mobile TV Subscribers
- 11.36: Shares of Wireless Subscribers Downloading Content, by Service
- 11.37: 2006 Communications Industry Forecast Compared with Actual Growth
- 12. Newspaper Publishing
- 12.1: Total Spending on Newspapers
- 12.2: Advertising & Consumer Spending on Newspapers
- 12.3: Total Newspaper Spending and Nominal GDP Growth, 2002-2011
- 12.4: Growth of U.S. Spending on Newspaper Publishing
- 12.5: Print Daily Newspaper Spending.
- 12.6: Retail Newspaper Advertising by Category
- 12.7: Classified Advertising by Category
- 12.8: Jobs Added in the United States
- 12.9: National Advertising by Leading Categories
- 12.10: Numbers of U.S. Daily Newspapers
- 12.11: Aggregate Circulation of U.S. Daily Newspapers
- 12.12: Average Daily Newspaper Prices and Growth
- 12.13: Newsprint Prices: Annual Averages
- 12.14: Spending on Weekly Newspapers
- 12.15: Aggregate Circulation, Growth and Shares of Weekly Newspapers
- 12.16: Circulation and Advertising in Alternative Newsweeklies
- 12.17: Digital Spending in Newspapers
- 12.18: Percentage of Population Reading Newspapers by Age Group
- 12.19: Percentage and Number of Adult Population Reading Newspapers
- 12.20: Adult Population by Age Group (thousands)
- 12.21: Unique Visitors to Newspaper Websites
- 12.22: Number of Global Blogs, April 2003 to April 2007
- 12.23: 2006 Communications Industry Forecast Compared with Actual Growth
- 13. Consumer Book Publishing
- 13.1: Overall Spending On Consumer Books
- 13.2: Consumer Book Spending and Nominal GDP Growth, 2002?2011
- 13.3: Growth of U.S. Spending on Consumer Books
- 13.4: Top 3 Selling Titles in 2006, by Book Category
- 13.5: Unit Sales of the Top 10 Titles by Book Category in 2006
- 13.6: Consumer Spending on Trade Books
- 13.7: Average Price for Trade Books
- 13.8: Net Unit Shipments of Trade Books
- 13.9: Consumer Spending on New Books
- 13.10: Average Price for New Consumer Books
- 13.11: Net Unit Shipments of New Consumer Books
- 13.12: Consumer Spending on Used Books
- 13.13: Digital Spending in Consumer Books
- 13.14: Online Books Sales
- 13.15: 2006 Communications Industry Forecast Compared with Actual Growth
- 14. Yellow Pages Directories
- 14.1: Yellow Pages Advertising Spending by Publisher
- 14.2: Yellow Pages Advertising Spending and Nominal GDP Growth, 2002-2011
- 14.3: Growth of U.S. Spending on Yellow Pages Advertising
- 14.4: Print and Internet Yellow Pages Advertising Spending
- 14.5: Yellow Pages Advertising Spending, Local versus National
- 14.6: Internet Yellow Pages Advertising Spending
- 14.7: 2006 Communications Industry Forecast Compared with Actual Growth
- 15. Consumer Magazine Publishing
- 15.1: Spending on Consumer Magazines
- 15.2: Total Magazine Spending and Nominal GDP Growth, 2002-2011
- 15.3: Growth of U.S. Spending on Consumer Magazine Publishing
- 15.4: New Magazine Launches in the United States
- 15.5: Local and National Consumer Magazine Advertising
- 15.6: Consumer Magazine Advertising Spending by Top 12 Categories
- 15.7: Advertising in General- and Special-Interest Magazines
- 15.8: Advertising in Major General-Interest Magazine Categories
- 15.9: Advertising in Major Special-Interest Magazine Categories
- 15.10: Per-Issue Unit Circulation of Consumer Magazines
- 15.11: Average Single-Copy and Annual Subscription Prices
- 15.12: Consumer Magazine Circulation: Price, Volume and Spending
- 15.13: Average Price per Copy, Average Issue Circulation and Circulation Spending of General- and Special-Interest Magazines
- 15.14: Consumer Magazines E-Media & Mobile Spending
- 15.15: Consumer Magazines E-Media Spending
- 15.16: Consumer Magazines Mobile Spending
- 15.17: Adult Population by Age Group
- 15.18: 2006 Communications Industry Forecast Compared with Actual Growth
- 16. Business-to-Business Media
- 16.1: Business-to-Business Media Spending
- 16.2: Business-to-Business Media Spending and Nominal GDP Growth, 2002-2011
- 16.3: Growth of U.S. Spending on Business-to-Business Media
- 16.4: Comparative Growth Rates: Corporate Profits and Business-to-Business Media
- 16.5: Spending on Business-to-Business Magazines
- 16.6: Business-to-Business Magazine Advertising by Industry
- 16.7: Unit Circulation of Business-to-Business Magazines by Industry
- 16.8: The Trade Show and Exhibition Market
- 16.9: Trade Show Professional Attendance
- 16.10: Business-to-Business Trade Show Revenue Growth by Index
- 16.11: Business-to-Business E-Media Spending
- 16.12: 2006 Communications Industry Forecast Compared with Actual Growth
- 17. Educational & Training Media & Services
- 17.1: Spending on Educational & Training Media & Services
- 17.2: Educational & Training Media & Services Spending and Nominal GDP Growth, 2002-2011
- 17.3: Growth of U.S. Spending on Educational & Training Media & Services
- 17.4: Elementary and Secondary School Fall Enrollment
- 17.5: State Instructional Materials Aid in Largest Markets
- 17.6: Computers in the K-12 Market
- 17.7: K-12 Basal Instructional Media Market
- 17.8: Total Spending on K-12 Instructional Media
- 17.9: Average NAEP versus State Standardized Measurement Scores
- 17.10: College Enrollment
- 17.11: Spending on Online Distance Learning
- 17.12: Internet Access by College Location
- 17.13: College Distance Learning Programs, 2006
- 17.14: Spending on College Used Book Market
- 17.15 College Instructional Media Market
- 17.16: For-Profit and Adult Education Enrollment
- 17.17: Average Tuition in For-Profit Education
- 17.18: Spending on For-Profit Educational Media and Services
- 17.19: Spending on Outsourced Corporate Training by Category
- 17.20: Training Delivery Mode Breakdown, 2006
- 17.21: 2006 Communications Industry Forecast Compared with Actual Growth
- 18. Professional & Business Information Services
- 18.1: Spending on Professional & Business Information Services, by Category
- 18.2: Total Professional & Business Information Services Spending and Nominal GDP Growth, 2002-2011
- 18.3: Growth of U.S. Spending on Professional & Business Information Services
- 18.4: Time Spent at Work on the Internet
- 18.5: Number of Graduate School Majors and Growth, by Professional Discipline
- 18.6: Number of Practicing Professionals and Growth
- 18.7: Growth Opportunities versus Value-Added Opportunities in the Professional & Business Information Services Market
- 18.8: U.S. Business Subscribers and Spending on Wireless Data & Services
- 18.9: Global Subscribers of Information Access Devices
- 18.10: Spending on CRM Software by Vertical Markets in 2006
- 18.11: Worldwide Spending on Performance Management Software in 2006
- 18.12: Worldwide Spending on Application Enterprise Software by Application
- 18.13: Shares of Spending on Professional Information by Distribution Medium
- 18.14: Professional & Business Information Services Map
- 18.15: Shares of Professional & Business Information Spending by Corporate Function and Industry Focus
- 18.16: 2006 Communications Industry Forecast Compared with Actual Growth
AbstractThe VSS Communications Industry Forecast is your most comprehensive annual source for leading edge data and insights on all media, consumer and institutional, traditional and alternative. It is the only forecast published by a media private equity firm and is backed by a deep 20 year repository of industry and trend analysis, as well as information gathered from constant dialogue with industry players.
Media stakeholders around the world use the VSS Forecast to spot media spending and usage patterns, budget, forecast and benchmark. Tracking all 19 major segments and more than 100 sub-segments of the media industry, the 2007 VSS Forecast is the only research tool to look at marketplace dynamics as a whole. It paints a unique picture of the entire media landscape, showing you not only how media spending and usage has changed, but how emerging markets will most likely change it in the future. You also get the industry's most comprehensive analysis and forecast of consumer and business media usage available nowhere else.
NEW for 2007:
A host of new data, analysis, charts & tables have been added to help you develop competitive and dynamic long-range plans to leverage the rapid growth of emerging media and the increasing consumer control over it, including:
- First-Ever Analysis of Business Media Usage
- Alternative Media Econometrics provided by PQ Media, such as Digital Out-of-Home, Branded Entertainment Marketing, and Political Campaign Media Spending, including Internet Advertising and Marketing Tactics
- Consumer Online usage, including Traditional Media Digital Extensions
- Consumer Mobile Content Usage, including Traditional Media Digital Extensions
- Outsourced Custom Publishing Analysis
Get Full Details About This Report >>
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