1. In first 3 quarters of 2007, how much money was spent to buy advertising in all the following media combined: TV, radio, newspapers, magazines, the Internet, billboards and those annoying inserts in the Sunday paper?
Answer: C) $108 billion – ok, maybe it’s just me, but it still seems like a lot of money. And remember, that doesn’t include 4th quarter, which is normally more than quarters 1-3. For comparison, total 2006 spending was just shy of $150 billion.

1a) Extra credit international question: In 2006, the U.S. ad market was what % of the global ad market? (answer below)

2. For the same period (Jan-Sept 2007) match the media to the appropriate % of the total:
1) Magazines B) 20%
2) Internet D) 8%
3) Radio E) 7%
4) Newspapers C) 18%
5) TV A) 43% (The other numbers are tricky, but if you didn’t guess TV was the biggest, you might want to consider some media lit’racy classes)
6) Outdoor (billboards) + Inserts F) 4%

3. Online advertising in the first three quarters of 2007 was up over the same period by what percentage?
B) 17% (and everyone says the rate of growth in 2008 will be even higher, keep reading)

3a) Extra credit – what do forecasters predict for online advertising total for 2008?

4. Now that you have all the data, match the numbers to the media
1) Newspapers C) $19.2 billion (down 5.00% over ‘06)
2) Radio A) $7.9 billion (down 1.8%)
3) Internet B) $8.3 billion (up 17.2% and beating radio in dollar value for the first time)
4) Magazines D) $21.8 billion (this “dying” medium was UP 4.20% over last year, thank you very much)

Source: TNS Media Intelligence
I found it here

Extra credit answers:
1a) In 2006 the US represented 37% of the global ad market
Source: GroupM, This Year, Next Year, Dec. 2007
I found it here
3a) one prediction is “nearly $28 billion, a 29% increase over 2007”
Source: Emarketer
I found it here

Quiz!

Without looking it up anywhere answer these questions:

1. In first 3 quarters of 2007, how much money was spent to buy advertising in all the following media combined: TV, radio, newspapers, magazines, the Internet, billboards and those annoying inserts in the Sunday paper?

A) $9.5 billion
B) $54 billion
C) $108 billion
D) $327 billion

2. For the same period (Jan-Sept 2007) match the media to the correct % of the total:
1) Magazines
2) Internet
3) Radio
4) Newspapers
5) TV*
6) Outdoor (billboards) + Inserts

*Including ads on broadcast, cable, spanish-language, and syndicated programming

A) 43%
B) 20%
C) 18%
D) 8%
E) 7%
F) 4%

3. Online advertising in the first three quarters of 2007 grew in comparison to the same period in 2006 by what percentage?

A) 10%
B) 17%
C) 50%
D) 150%

4. And now that you have all the data, match the actual numbers to the media:

1) Newspapers
2) Radio
3) Internet
4) Magazines

$ spent on advertising Jan-Sept 2007
A) $7.9 billion
B) $8.3 billion
C) $19.2 billion
D) $21.8 billion

Good Luck and Happy New Year!
Persephone