Advertising’s Share of Marketing Budgets Declines 12% in Past Decade
A decade ago, in 1998, media-based advertising represented 35 percent of total marketing communications budgets, totaling $136.7 billion. Direct mail generated $39.7 billion, a 10% share of marketing budgets, while consumer and trade sales promotions, including events and public relations, represented 55% of the total spend—$215.0 billion. Ten years later advertising budgets have declined to 30.6% of marketers’ total marketing investments; direct marketing has more than doubled its share to 22.8% of communications spending; consumer and trade promotions (including events and PR) represents 46.6% of the marketing communications spend.
