ABM: First-Half BIN Numbers Show Overall B-to-B Industry Growth
Event, digital and data gains cover for print decline.
ABM recently released its BIN numbers for the first half of 2012 and print, the second-largest revenue component, is still struggling. The other three components tracked, however—events, digital and data—posted gains when compared to the first half of 2011, pushing revenue 3.3 percent higher.
But whatever momentum that was created in the 3.5 percent jump in total revenues from the first half to second half of 2011 was lost for now as the industry remained comparatively flat through the first half of 2012. Second-half 2011 revenues of $12.52 billion dipped slightly to $12.49 billion in the first half this year.
Breaking down the components shows b-to-b media companies continue rely on events as their largest revenue contributor at almost 46 percent for the first half this year—which is up 4.4 percent compared to the same period last year. Print, at 30 percent overall, dropped 4 percent YTD.
Of the 22 print advertising categories tracked by BIN, 15 were down, with the Computing and Software category showing the steepest decline at 22 percent. Agriculture grew the most during the first half, jumping 11 percent.
Digital advertising for the second half this year comprises almost 16 percent of revenues, and grew 14 percent compared to first half 2011. Data, at about 9 percent of overall revenues for the half, grew 7 percent.
Staring with the second-half figures, ABM has significantly revised its digital revenue estimations after taking a deeper dive into IAB’s Internet Advertising Revenue Report, which is where ABM traditionally gets the digital figures for its BIN report.
In a blog post explaining the revisions, research and content director Michael Moran Alterio says that IAB, using data compiled by PricewaterhouseCoopers, includes search among the various digital revenue streams that are tracked. That category happens to take up 43 percent of all digital advertising according to the IAB report, but, says Alterio, has little significance in the b-to-b media realm.
As a result, the search component was excluded from BIN’s digital revenue estimates, radically adjusting initial full-year 2011 b-to-b digital revenues from $6.3 billion to $3.5 billion—a 44 percent difference. Trailing revisions to 2010 are shown here.