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Direct Marketing to Account for 53% of Total US Ad Spend in 2009
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According to "The Power of Direct Marketing Report," a yearly forecast report from The Direct Marketing Association (DMA), direct marketing media is expected to again outpace general advertising in 2008-2009.
Direct marketing expenditures are on track to capture 52% of total advertising expenditures in 2008 with US commercial and nonprofit marketers expected to spend $176.9 billion on direct marketing. These advertising expenditures will generate approximately $2.057 trillion in total incremental US sales.
In 2008, direct marketing accounted for approximately 10 percent of total US gross domestic product.
MarketingCharts and MediaPost report on additional key findings from the DMA report.
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Direct Marketing Advertising v. Total US Ad Expenditures, 2008
(Billions of Dollars, Percent Share)
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DM Advertising Expenditures
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Total Advertising Expenditures
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Direct Marketing Percent of Total
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Direct Mail
(Non-Catalog
and Catalog) |
$56.5
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$61.7
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91.5%
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| Telephone Marketing |
$42.5
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$86.6
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49.1%
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| DR Newspaper |
$13.0
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$38.8
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35.5%
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| DR Television |
$22.8
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$75.9
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30.1%
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| DR Magazine |
$8.9
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$18.2
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49.0%
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| DR Radio |
$4.6
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$18.7
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24.6%
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New Media
and Other |
$28.6
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$39.4
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72.5%
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TOTAL
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$176.9
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$339.3
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52.1%
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| Source: Marketing Charts, November 24, 2008 |
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