Advertising

The United States is the undisputed leader worldwide when it comes to advertising, accounting for more than a third of all advertising and marketing expenditures worldwide. The chart shows the top ten countries by estimated advertising spending worldwide.

Please note that the graph is made from data that were produced in 2007 as a projection and much has changed since 2007. In fact, the summer of 2007 was a strange time, a time when investment firms were busy trying to pump confidence into a market that was weakening by the day. The report from which we got the figures used in the graph was published by Bear Stearns. In early 2008, Bearn Stearns calapsed.

In a way, this example is a warning to all researchers to be careful when making assumptions about market data. By way of providing an interesting range of market sizes for Spending on Advertising and Marketing, we provide two measures for this overall market. One is from the Bearn Stearns’ report produced in 2007 with projections for 2009. The other source is Advertising Age and its estimates have the advantage of reporting on 2009 after the fact. The graph is based on the projectioned data since that report offered the country-by-country breakdown.

Geographic reference: United States
Year: 2009
Market size: Bear Stearns projection, $194 Billion
Market size: AdAge estimate, $125 Billion
Source: (1) Advertising & Marketing Services, Bear Stearns, July 2007, page 40. (2) Advertising Age, June 21, 2010, page 10.
Original Source:ZenithOptimedia and Ad Age DataCenter.
Posted on April 5, 2011

Mobile Advertising Market

Mobile advertising is promotional activity designed to be delivered to cell phone, smartphone and other handheld device users. The market size presented here also includes Web-based search and display ads. As more consumers use smartphones and other handheld devices to access the Web, advertisers have devoted more money to mobile advertising. According to IDC, the mobile advertising market may double to $2 billion in 2011. Google had a 59 percent share of the market; Apple had less than a 10 percent share in 2010.

Geographic reference: United States
Year: 2009 and 2010
Market size: $368 million and $877 million, respectively
Source: Olga Kharif, “Google Gains Market Share in U.S. Mobile Ads,” Bloomberg Businessweek, December 3, 2010 [Online] http://www.businessweek.com/print/technology/content/dec2010/tc2010123_780712.htm
Original Source: IDC

Licensed Merchandise at Colleges and Universities

This market includes all those things that are sold with college and/or university colors and logos on them, as long as they are licensed uses of these logos. Universities that lead the pack in terms of their licensed merchandise sales are Ohio State, University of Michigan, Texas, Michigan State, and Alabama.

Geographic reference: United States
Year: 2009
Market size: $2.2 Billion
Source: The Register-Guard, December 27, 2009, p. NA

Market for Sports Team Merchandise

The sale of team specific merchandise is big business. Merchandise is sold for teams at all levels, from pee wee to professional. This market size is based on merchandise for sports of all sorts at the college and university level as well as professional teams. Leading sellers of Major League Baseball merchandise include the New York Yankees (27.5% of the MLB merchandise sales), Boston Red Sox (8.3%), Philadelphia Phillies (8.0%), Chicago Cubs (7.1%), and Detroit Tigers (6.9%).

Geographic reference: United States
Year: 2009
Market size: $11.5 Billion
Source: Detroit News, April 8, 2010, p. NA
Original Source: SportsOneSource

Size of Behaviorally-Targeted Online Advertising Market

Behaviorally-targeted advertising refers to the practice of using information collected about a user’s web-browsing behavior and then targeting the user based on his or her prior web site visits.
Geographic reference: United States
Year: 2006 and 2009
Market size: $350 Million and $1.1 Billion respectively
Source: Walled Lake Journal, November 5, 2009, p. B10
Original Source: eMarketer