Advertisers Follow the Audience to Video Games

  |  September 13, 2005   |  Comments

Broadcast advertising revenue will give way to inventory in video games and online in 2006, Jack Myers forecasts.

Ad spending will shift from broadcast television to other media channels in 2006, according to a forecast by media guru Jack Myers. Video games will experience the largest growth, seconded by online advertising, the report concludes.

According to the Jack Myers 2006 Marketing and Advertising Spending Forecast, in-game advertising is expected to grow by 40 percent in 2006, though it will still represent less than one percent of total ad spend. Online advertising will increase by 27 percent to reach a 6.4 percent market share. Movie screen advertising is expected to grow by 25 percent; branded entertainment, local and regional cable, and custom publishing will each grow less than 20 percent each.

Broadcast television will recede from an 8.6 percent market share in 2005 to an even 8 percent share in 2006. Broadcast, which excludes Hispanic TV, is forecast to be the only medium to lose revenues next year.

Over 2005, marketing communications budgets are due to increase by 6 percent, with 30 percent dedicated to advertising, Myers concludes. Next year he expects the overall marketing budget increase to come in at 5.8 percent, with 30.1 percent committed to advertising.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs