US Marketing Services Post First Growth Since 2000

19 May 2004

America's marketing services industry grew for the first time in three years in 2003, according to new figures from Advertising Age.

The sector, which consists of interactive marketing, direct marketing and sales promotion, saw combined revenues rise 3.9% last year to $5.95 billion (€4.98bn; £3.37bn) -- the first increase since 2000.

Of the three disciplines, interactive marketing managed the biggest increase, with revenues jumping 10.6% to $1.37bn. Direct marketing climbed 4.0% to $2.87bn, though sales promotion slipped 1.1% to $1.71bn.

Marketing services failed to keep pace with the overall marketing communications industry, which saw revenues increase 4.8% in 2003 to $20.39bn. Traditional advertising and media, the biggest sector, rose 5.6%.

As a result, marketing services saw its share of total marketing communications revenues slip from 29.5% in 2002 to 29.2%.

Data sourced from: (USA); additional content by WARC staff