Local Andy

Local Andy

Andy Vogel  //  Andy Vogel has dedicated his career to developing the skills, experience and results required to be a superior strategist, sales leader, and marketing tactician for existing and new businesses seeking to grow revenue online.

He has extensive experience in sales management, internet marketing, technology operations and business development, and knows how to impact businesses profitability fast.

Specialties:
Mobile, Local Digital, and Social Media Revenue Leader; Founder of the Milwaukee Interactive Marketing Assoc.; Mobile Marketing Assoc. BOD/Mobile Publishing Cmte. Chairman; IAB Mobile Center of Excellence BOD; Vice Chairman BOD of the Wisconsin Sports Development Corp; Social and Local Media Expert quoted in the Financial Times, Fox Business News, AJR, Milwaukee Magazine, local newspapers, WTN, WJR-AM, Presstime Magazine; Frequent judge for creative awards and local media industry speaker.

 
Aug 18 / 10:23am

Bernstein Ad Tracker, Releases Report

"There's a Turn, But Will There Be a U-Turn?" which is a bottoms-up analysis of quarterly U.S. advertising trends using publicly reported, quarterly financial results.

Bernstein_ad_chart

Highlights of the report include:

* Q2 U.S. advertising growth was -14.0%, 190 bps better than the decline in 1Q and the first sequential acceleration in quarterly growth since 1Q:08. Excluding Online, growth in traditional media advertising declined by -16.5%, 300 bps better than the decline in Q1. According to the report, Q1'09 was the trough in advertising growth.

* The sectors that drove the sequential improvement in advertising growth were Retail, Media & Entertainment, Telecom, and Government/Political. 17 out of 19 industry sectors reduced advertising spending year-on-year in Q2. The 2 industries that increased advertising were Telecom (+17%) and Restaurants (+4%). Telecom advertising growth in the second quarter accelerated to an astonishing 17.4% compared to 4.0% in the Q1. Telecom alone accounted for over 60% of the sequential improvement in growth. The biggest beneficiaries of the increase in Telecom advertising in the Q2 were Display Internet and Broadcast Networks.

* In terms of contribution to the Q2 decline, Newspapers led the way, accounting for 27% of the total decline, followed by TV Stations (18%), Radio (17%) and Online (9%). Cable Networks posted the smallest decline in the second quarter, at -3.8%, followed by Broadcast Networks at -4.6% and Online at -5.5%. Only 3 out of the 32 companies in the Ad Tracker posted positive growth in the second quarter: Google (+3.5%), Discovery (+0.7%) and National Cinemedia (+11.6%).

* The declines in local advertising (e.g., TV Stations, Radio Stations, Newspapers) continue to outpace the declines in national advertising. Local advertising declined by -23.3% in Q2 compared to the national advertising decline of -6.3%. Local advertising has not posted positive growth since Q4'06, and this is only the third quarter that national advertising had declined – in sync with the recession.

Bernstein Research