U.S. Advertising Revenue Growth to Double This Year; Kagan Research Predicts 7.4% Annual Growth for National Ads in Next Decade

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Boosted in 2004 by the impact of political ads and the Olympics, this year marked a full recovery from the advertising recession that hit in 2001 when total U.S. ad spending fell 6.4% to $205 bil. By the end of 2004, Kagan Research estimates, ad spend will close at $231 bil., a 6.8% increase over 2003 and double last year's growth rate of 3.3%. Going forward, revenue growth in the next decade will rely on anticipated high demand for national advertising, according to Kagan's just released databook "Advertising Forecasts 2005: U.S. Market Trends & Data for All Major Media."

With 2004 marking the year of full recovery for advertising, the decade to follow promises continuing steady growth, especially for national media. Kagan Research anticipates “stronger national than local ad revenue, growing at a CAGR of 7.4% over the next decade to reach $263.7 bil. By comparison Kagan projects local ad markets to grow at about half that rate, 3.5% per year, reaching $125.9 bil. by 2013.”

In its just released edition of "Advertising Forecasts 2005: U.S. Market Trends & Data for All Major Media" Kagan delivers all the details including year-by-year forecasts for 25 media categories in the table “Local vs. National Ad Spending, 2003 - 2013.”

Boosted in 2004 by the impact of political ads and the Olympics, this year marked a full recovery from the advertising recession that hit in 2001 when total U.S. ad spending fell 6.4% to $205 bil. By the end of 2004, Kagan Research estimates, ad spend will close at $231 bil., a 6.8% increase over 2003 and double last year's growth rate of 3.3%.

"Advertising Forecasts 2005: U.S. Market Trends & Data for All Major Media" provides historical analysis, exclusive Kagan data and projections for 14 major media markets, a section each on: Broadcast Networks, Business Publications, Cable Networks, Direct Marketing, Farm Publications, Interactive TV, Internet, Magazines, Newspapers, Outdoor, Radio, TV Stations, TV Syndication-Barter, Yellow Pages.

Advertising Forecasts 2005

250 pp / 137 Tables & Charts

http://www.kagan.com/pub/adf

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Harvey Kraft