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U.S. Advertising Expenditures - All Media

  20031
(Millions)		 Percent of Total 2002
(Millions)		 Percent of Total Percent Change
Newspapers $44,939 18.3 $44,102 18.6 1.9
National 7,797 3.2 7,210 3.0 8.1
Retail 21,341 8.7 20,994 8.9 1.7
Classified 15,801 6.4 15,898 6.7 -0.6
Magazines 11,435 4.7 10,995 4.6 4.0
Broadcast television 41,932 17.1 42,068 17.8 -0.3
Cable television 18,814 7.7 16,297 6.9 15.4
Radio 19,100 7.8 18,877 8.0 1.2
Direct mail 48,370 19.7 46,067 19.4 5.0
Yellow pages 13,896 5.7 13,776 5.8 0.9
Miscellaneous2 31,990 13.0 30,730 13.0 4.1
Business papers 4,004 1.6 3,976 1.7 0.7
Out of home 5,443 2.2 5,175 2.2 5.2
Internet 5,650 2.3 4,883 2.1 15.7
Total — national 152,922 62.3 145,833 61.5 4.9
Total-local 92,651 37.7 91,113 38.5 1.7
Total — all media 245,573 100.0 236,946 100.0 3.6
1. Preliminary data
2. Includes weeklies, shoppers, pennysavers and cinema advertising.
Estimates include all costs: time, talent, space and production.

Sources: NAA (newspapers), Universal McCann (all other media)
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