Coming soon: Sizing US Marketing 2006

Blackfriars currently has our Q3 marketing survey in the field. No surprises there; we do surveys every quarter. However, this is our once-a-year expanded survey, which is large enough to do some broad vertical industry analysis and to represent a good cross section of US business overall. The result: in September, Blackfriars will release our second annual Sizing US Marketing report, probably titled something along the lines of Sizing US Marketing 2006 (duh).

Unlike last year, though, we will not be issuing this as a separate report. Instead, we'll be combining our normal quarterly benchmarking data with our vertical industry analysis and sizing. That means our Q3 report will be chock full of marketing data including:

• Projection of US marketing spend overall for 2006. Last year's number was more than $1 trillion. Our hypothesis: this year's marketing spending will be less.


• Analysis of marketing spending for the six large US industries.


• Identification of which industries spend the most in twelve different categories of marketing spending such as offline advertising, online advertising, Web site and Internet media, and nontraditional marketing. Particularly interesting will be the new breakdowns around online marketing spending of various types. We can say already that based upon the survey data we've seen, our numbers will be much larger than most other estimates we've seen of online spending. The big question we have is "how much larger?"

Sizing US Marketing 2005 was our biggest selling research report ever. We fully expect our 2006 report to be equally as popular. We'll provide an opportunity for pre-orders in the first week of September. Meanwhile, if you have knowledge of your company's marketing budgets, please complete our Q3 survey now, and you'll get a free copy of the report when it is published in September!

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