This table has been revised slightly on Sept. 14, 2008.
Advertising expenditure by media and type is now available.
|
Year |
Total Ad Spending (m.) |
Ad Spending in News, Mags., Radio, TV (m.) |
GDP (b.) |
Ads as % of GDP |
|
1919 |
1,930 |
733 |
78.3 |
2.5% |
|
1920 |
2,480 |
830 |
88.4 |
2.8% |
|
1921 |
1,930 |
940 |
73.6 |
2.6% |
|
1922 |
2,200 |
1,017 |
73.4 |
3.0% |
|
1923 |
2,400 |
1,101 |
85.4 |
2.8% |
|
1924 |
2,480 |
1,188 |
87.0 |
2.9% |
|
1925 |
2,600 |
1,281 |
90.6 |
2.9% |
|
1926 |
2,700 |
1,355 |
97.0 |
2.8% |
|
1927 |
2,720 |
1,432 |
95.5 |
2.8% |
|
1928 |
2,760 |
1,493 |
97.4 |
2.8% |
|
1929 |
2,850 |
1,560 |
103.6 |
2.8% |
|
1930 |
2,450 |
1,378 |
91.2 |
2.7% |
|
1931 |
2,100 |
1,220 |
76.5 |
2.7% |
|
1932 |
1,620 |
1,000 |
58.7 |
2.8% |
|
1933 |
1,325 |
832 |
56.4 |
2.3% |
|
1934 |
1,650 |
935 |
66.0 |
2.5% |
|
1935 |
1,720 |
1,065 |
73.3 |
2.3% |
|
1936 |
1,930 |
1,191 |
83.8 |
2.3% |
|
1937 |
2,100 |
1,305 |
91.9 |
2.3% |
|
1938 |
1,930 |
1,182 |
86.1 |
2.2% |
|
1939 |
2,010 |
1,232 |
92.2 |
2.2% |
|
1940 |
2,110 |
1,311 |
101.4 |
2.1% |
|
1941 |
2,250 |
1,400 |
126.7 |
1.8% |
|
1942 |
2,160 |
1,352 |
161.9 |
1.3% |
|
1943 |
2,490 |
1,639 |
198.6 |
1.3% |
|
1944 |
2,700 |
1,790 |
219.8 |
1.2% |
|
1945 |
2,840 |
1,923 |
223.1 |
1.3% |
|
1946 |
3,340 |
2,262 |
222.3 |
1.5% |
|
1947 |
4,260 |
2,723 |
244.2 |
1.7% |
|
1948 |
4,870 |
3,091 |
269.2 |
1.8% |
|
1949 |
5,210 |
3,301 |
267.3 |
1.9% |
|
1950 |
5,700 |
3,633 |
293.8 |
1.9% |
|
1951 |
6,420 |
4,080 |
339.3 |
1.9% |
|
1952 |
7,140 |
4,552 |
358.3 |
2.0% |
|
1953 |
7,740 |
4,942 |
379.4 |
2.0% |
|
1954 |
8,150 |
5,161 |
380.4 |
2.1% |
|
1955 |
9,150 |
5,866 |
414.8 |
2.2% |
|
1956 |
9,910 |
6,342 |
437.5 |
2.3% |
|
1957 |
10,270 |
6,588 |
461.1 |
2.2% |
|
1958 |
10,310 |
6,509 |
467.2 |
2.2% |
|
1959 |
11,270 |
7,183 |
506.6 |
2.2% |
|
1960 |
11,960 |
7,585 |
526.4 |
2.3% |
|
1961 |
11,860 |
7,510 |
544.7 |
2.2% |
|
1962 |
12,430 |
7,896 |
585.6 |
2.1% |
|
1963 |
13,100 |
8,284 |
617.7 |
2.1% |
|
1964 |
14,150 |
9,018 |
663.6 |
2.1% |
|
1965 |
15,250 |
9,761 |
719.1 |
2.1% |
|
1966 |
16,630 |
10,734 |
787.8 |
2.1% |
|
1967 |
16,870 |
10,887 |
832.6 |
2.0% |
|
1968 |
18,090 |
11,718 |
910.0 |
2.0% |
|
1969 |
19,420 |
12,723 |
984.6 |
2.0% |
|
1970 |
19,550 |
12,702 |
1,038.5 |
1.9% |
|
1971 |
20,700 |
13,293 |
1,127.1 |
1.8% |
|
1972 |
23,210 |
14,921 |
1,238.3 |
1.9% |
|
1973 |
24,980 |
16,042 |
1,382.7 |
1.8% |
|
1974 |
26,620 |
17,009 |
1,500.0 |
1.8% |
|
1975 |
27,900 |
17,935 |
1,638.3 |
1.7% |
|
1976 |
33,300 |
21,579 |
1,825.3 |
1.8% |
|
1977 |
37,440 |
24,470 |
2,030.9 |
1.8% |
|
1978 |
43,330 |
28,322 |
2,294.7 |
1.9% |
|
1979 |
48,780 |
31,954 |
2,563.3 |
1.9% |
|
1980 |
53,570 |
34,937 |
2,789.5 |
1.9% |
|
1981 |
60,460 |
39,167 |
3,128.4 |
1.9% |
|
1982 |
66,670 |
42,811 |
3,255.0 |
2.0% |
|
1983 |
76,000 |
49,057 |
3,536.7 |
2.1% |
|
1984 |
88,010 |
56,765 |
3,933.2 |
2.2% |
|
1985 |
94,900 |
60,663 |
4,220.3 |
2.2% |
|
1986 |
102,370 |
65,029 |
4,462.8 |
2.3% |
|
1987 |
110,270 |
69,141 |
4,739.5 |
2.3% |
|
1988 |
118,750 |
74,004 |
5,103.8 |
2.3% |
|
1989 |
124,770 |
77,841 |
5,484.4 |
2.3% |
|
1990 |
129,968 |
79,932 |
5,803.1 |
2.2% |
|
1991 |
128,352 |
76,997 |
5,995.9 |
2.1% |
|
1992 |
133,750 |
80,560 |
6,337.7 |
2.1% |
|
1993 |
140,956 |
84,570 |
6,657.4 |
2.1% |
|
1994 |
153,024 |
92,501 |
7,072.2 |
2.2% |
|
1995 |
162,930 |
97,622 |
7,397.7 |
2.2% |
|
1996 |
175,230 |
105,973 |
7,816.9 |
2.2% |
|
1997 |
187,529 |
113,221 |
8,304.3 |
2.3% |
|
1998 |
206,697 |
123,628 |
8,747.0 |
2.4% |
|
1999 |
222,308 |
132,151 |
9,268.4 |
2.4% |
|
2000 |
247,472 |
145,887 |
9,817.0 |
2.5% |
|
2001 |
231,287 |
132,296 |
10,128.0 |
2.3% |
|
2002 |
236,875 |
136,244 |
10,470.0 |
2.3% |
|
2003 |
245,477 |
140,128 |
10,961.0 |
2.2% |
|
2004 |
263,766 |
150,305 |
11,713.0 |
2.3% |
|
2005 |
271,074 |
151,939 |
12,456.0 |
2.2% |
|
2006 |
281,653 |
155,466 |
13,178.0 |
2.1% |
|
2007 |
279,612 |
150,023 |
13,807.0 |
2.0% |
Notes and Sources
These data revise data presented in “ Some Economics of Personal Activity and Implications for the Digital Economy” and “Communications Policy, Media Development, and Convergence.” Given the importance of advertising-based business models in current communications industry developments, I am making the revised, annual data publicly accessible for use in research and analysis.
Total advertising spending includes spending for advertising in newspapers, magazines (including business papers and farm magazines), radio, broadcast television, cable television, direct mail, billboards and displays, Internet, and other forms. The third column excludes from this total direct mail advertising, billboard and display advertising, Internet advertising, and other advertising. The ad spending figures are in millions of current U.S. dollars.
The advertising expenditure data in this table from the Coen Structured Advertising Expenditure Dataset (CS Ad Dataset).
The GDP figures are from Louis D. Johnston and Samuel H. Williamson, "The Annual Real and Nominal GDP for the United States, 1790 -Present." Economic History Services, October 2005. For 1919-1928, these figures are from Kendrick, John W., Productivity Trends in the United States (Princeton, Princeton University Press: 1969). The figures for 1929 on are from the U.S. Bureau of Economic Analysis. The remaining GDP figures are from standard national accounts.
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