Kantar Media last week released its ad spending data for the full year 2009, reporting a decline in year-to-year spending of 12.3% and total ad spending of $125.3 billion. Since Kantar (formerly publishing data under the TNS brand) is a respected source used widely by media companies, agencies, marketers and the financial community, I naturally compare my Media Business Report media investment data. Apples to apples comparisons, however, are difficult to make. Kantar’s reported data is limited to television, newspapers, magazines, radio, online display ads, outdoor and free standing coupon insert distribution costs. The Myers data is more far reaching, totaling $188.1 billion plus an additional $513.5 billion in non-advertising marketing budgets. Myers analysis includes cinema, online video, online search, yellow pages, videogames, social media, trade and consumer promotion, custom publishing, event marketing, public relations, mobile, branded entertainment and satellite radio.
There are additional disparities in methodology between Kantar and Myers that make comparisons difficult. Kantar’s data includes only 32 local radio markets while Myers’ data includes the full industry. Myers magazine data is generated from multiple aggregated and weighted sources while Kantar relies on Publishers Information Bureau data. Kantar excludes online revenues for magazines and newspapers, while Myers integrates online and other digital revenues.
But, extracting our data to conform as closely as possible to Kantar’s available information reflects a generally parallel view of the market with Myers reporting an -11.9% year-to-year spending decline compared to Kantar’s -12.3% decline. This data, however, does not reflect the full impact of the 2009 recession on ad spending and media revenues.
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