Group M's Canadian Outlook

http://www.marketingmag.ca/news/media-news/groupm-downgrades-global-ad-spend-forecasts-31381?p=31381?utm_source=EmailMarketing&utm_medium=email&utm_campaign=marketing_daily_AM

• TV is strong, but newspapers reign. After spending $3.76B on TV advertising in 2010, advertisers will pay $4.01B this year and $4.09B next. Newspapers took in $4B in ad revenue in 2010, and are likely to bring in $4.18B this year and $4.2B next.

• TV spending was up a whopping 21% in 2010 after falling 8.5% in the dark recession-clouded days of 2009. It’s predicted to rise a more modest 6.8% this year and just 2% in 2012.

• Magazine was the only media that didn’t enjoy a bounce-back in 2010. After falling 14.7% in 2009, consumer magazines were off another 2% in 2010 and are projected to be flat this year. For business books, the drop was 13.8% in 2009, 3% last year and will likely fall another 3% this year.

• In 2004, Canadian marketers spent just $364 million on digital advertising; that rose to just over $2 billion last year and should hit $2.365 billion in 2011 (about 17.4% of all media spend).

• Procter & Gamble remains Canada’s biggest advertiser, spending $211 million in 2010, up 27% from the year before. GM was in second place spending $151 million, up 68%, followed by the Federal Government ($126 million, +4%) and Rogers Communications ($124 million, +8%).