50+ Essential Traditional Marketing Statistics & Trends For 2024 & Beyond

Although the world is now digital, traditional marketing is still effective in the marketing industry. 

Traditional marketing statistics show that this approach still drives significant ROI and customer engagement. 

We’ll explore the latest statistics on traditional advertising, event marketing, cold calling, and newspaper advertising. Understanding these statistics can help you make informed decisions in your marketing strategy, stay competitive, and maximize your budget. 

Let’s examine the numbers and uncover the strength of traditional marketing.

Key Traditional Marketing Statistics (Editor’s Pick)

General Traditional Marketing Statistics

1. The US B2B trade show market is set to reach $15.78 billion in 2024. (source)

2. Global traditional advertising spending dipped to $806 billion in 2023 but is expected to rebound and reach $1.75 trillion in 2024, driven by online and offline growth. (source)

3. In a 2023 survey, U.S. chief marketing officers reported a 7.9% increase in digital spending over the past year, while traditional advertising spending fell by 0.6%. (source)

4. The global PR market declined to $19.5 billion in 2023, with US PR firms contributing $11.55 billion to the total. (source)

5. The top PR agencies globally experienced a modest 0.7% increase in fee income in 2023, a significant slowdown from the impressive 12.1% growth rate achieved in 2022. (source)

6. US B2B product-focused marketers planned to cut traditional advertising spending by 3.64% in 2023, while increasing digital marketing spending by 8.77%. (source)

Cold Calling Statistics 

7. From a total of 55,000 direct dials and 10,000 cold calls, the average duration of a cold call is 83 seconds. (source)

8. CEOs are the most inclined to answer and engage with a business call. (source)

9. The ideal time for cold calling is between 4 PM and 5 PM. (source)

10. Thursday is the best day for cold calls, with 58 meetings booked, while Friday had the lowest at 44. (source)

11. The peak times for meetings were at 11 AM and 2 PM, both with 39 booked, suggesting that the best times for cold calling are before and after lunch.(source)

Newspaper Ad Statistics

12. Global ad spending in the newspaper advertising market is projected to reach $23.57 billion in 2024. (source)

13. However, the newspaper ad spending is expected to experience an annual decline of 3.71% from 2024 to 2029, resulting in a projected market volume of $19.51 billion by 2029. (source)

14. Magazines and newspapers are expected to see declines in ad spending of approximately $1.4 billion and $1.7 billion, respectively, between 2022 and 2024. (source)

15. The number of readers in the newspaper advertising market is projected to reach 1 billion users by 2029. (source)

16. The average ad spending per reader in the newspaper advertising market is expected to be $18.95 in 2024. (source)

17. The United States is expected to lead the newspaper advertising market in revenue, with a projected volume of $5.03 billion in 2024. (source)

18. As digital media grows, newspaper advertising is steadily losing relevance and investment in the global market. (source)

19. Ad spending in Australia’s newspaper advertising market is projected to reach $0.43 billion in 2024. (source)

20. The number of readers in Australia’s newspaper advertising market is anticipated to reach 3.5 million by 2029. (source)

21. The average ad spending per reader in Australia’s newspaper advertising market is expected to be $73.60 in 2024.(source)

22. The average ad spending per reader in the UK’s newspaper advertising market is expected to be $62.29 in 2024. (source)

23. Ad spending in the UK’s newspaper advertising market is projected to reach $0.91 billion in 2024. (source)

24. In the UK’s newspaper advertising market, the number of readers is expected to reach 7.4 million by 2029. (source)

25. Ad spending in France’s newspaper advertising market is projected to reach $0.81 billion in 2024. (source)

26. Ad spending in Japan’s newspaper advertising market is expected to reach $2.17 billion in 2024. (source)

Billboard Ad Statistics 

27. The global billboard and outdoor advertising market was valued at $32.22 billion in 2022 and is expected to grow at a 7.9% CAGR from 2023 to 2030, fueled by increased adoption of digital billboards. (source)

28. The static billboards segment held the largest revenue share at 37.8% in 2022. (source)

29. The highways segment captured the largest revenue share at 32.9% in 2022 and is projected to grow at the fastest CAGR during the forecast period. (source)

30. The buildings segment is expected to grow at a notable CAGR of 8.7% between 2023 and 2030. (source)

31. 83% of surveyed respondents reported being aware of billboards while traveling on highways, and 82% noted the same during local driving. (source)

32. 75% of people expressed a preference for outdoor settings where they actively engage with and are influenced by billboard advertising. (source)

Event Marketing Statistics 

33. In late 2021, a survey showed 72% of marketing leaders found in-person events effective for value, while 50% felt the same about webinars, and 42% and 36% for hybrid and virtual events, respectively. (source)

34. 40% of marketers expected their events to be virtual in 2022, while 35% anticipated hybrid and another 35% in-person events. (source) 

35. The global exhibitions market was worth $42.2 billion in 2023 and is projected to grow to $44.2 billion in 2024, ultimately reaching $66.7 billion by 2033, with a compound annual growth rate (CAGR) of 4.7% from 2024 to 2033. (source)

36. 64% of businesses commonly measured event marketing effectiveness by attendee numbers and qualified sales leads. (source)

37. Meeting professionals say the changing customer expectations is the main factor impacting the event industry, with about 20% also viewing a potential recession as a threat. (source)

38. The global events industry was valued at $1.41 trillion in 2023 and is expected to grow at a 5.1% CAGR from 2024 to 2032, reaching $2.23 trillion by 2032. (source)

39. In 2023, Informa plc generated over $4 billion in revenue, making it the highest-grossing trade fair organizer among the listed companies. (source)

40. 20% of exhibitors and trade show companies said the toughest challenge was the economy in their home market. The next biggest issue, reported by 17%, was global economic developments. (source)

41. The China Import & Export Fair Complex (Pazhou Complex) was the largest exhibition hall in the world, boasting a total capacity of about 504,000 square meters. (source)

42. In early 2023, one in five U.S. marketers and exhibitors planned to increase spending on VIP customer events, while about 18% intended to raise their budgets for user conferences. None planned to increase spending on virtual events. (source)

Broadcasting Statistics 

43. Revenue in the global TV and video market is projected to hit $699.40 billion by 2024. (source)

44. The largest segment is Traditional TV and Home Video, projected to reach a market volume of $388.80 billion in 2024. (source)

45. The TV and video market is expected to grow to 6.7 billion users by 2029. (source)

46. User penetration in the TV and video market is expected to hit 80.7% in 2024. (source)

47. The global number of TV viewers is expected to grow by 0.2 billion users (+3.8%) from 2024 to 2029, reaching a peak of 5.5 billion in 2029 after nine years of continuous growth. (source)

48. In 2024, U.S. adults are estimated to spend nearly three hours a day watching traditional TV. (source)

49. GEICO was the top TV advertiser in the U.S., spending about $11.86 million on ads in the previous week, while AT&T Wireless spent around $10.66 million. (source)

50. Radio reached 85.6% of American men over 55, making them the most engaged group, though the listening frequency was similar for both men and women. (source)

51. In 2024, radio advertising revenue in the U.S. and Canada is expected to reach approximately $15.9 billion, with a projected growth of about 2.5% to $16.3 billion by 2028. (source)

52. In 2023, global TV advertising revenue is expected to be around $132.4 billion, a decrease from $135.1 billion in 2022. (source)

53. TV advertising revenue in the United States is projected to grow from $72.4 billion in 2023 to $74.1 billion by 2027. (source)

54. In 2024, U.S. marketing spending on linear TV is expected to grow by 9.6%, while the experiential and sponsorship segment will increase by 5.4%. Spending on terrestrial radio, newspapers, magazines, and addressable TV is projected to decline. (source)

Latest Trends In Traditional Marketing

1. Leaflet Distribution Effectiveness

Leaflet distribution is a traditional marketing trend that remains effective today. It involves delivering printed materials directly to potential customers. 

This method is cost-effective and allows businesses to reach a large audience without significant investment. By targeting specific neighborhoods, companies can connect with interested demographics. 

Leaflets provide high visibility and can be kept for future use too. Distribution methods include door-to-door and hand-to-hand distribution in busy areas. Overall, leaflet distribution effectively engages audiences and enhances marketing efforts.

2. Networking events and Trade Shows

Networking events and trade shows are vital traditional marketing trends. 

Networking events foster connections among professionals and potential clients. They encourage relationship-building in a relaxed atmosphere. Trade shows showcase products and services to a targeted audience. 

These events generate high-quality leads from genuinely interested attendees. 

Both methods enhance brand visibility through face-to-face interactions. They remain effective tools for expanding reach and strengthening customer relationships.

3. Direct Mail Personalization

Direct mail personalization is a traditional marketing trend that enhances customer engagement. It helps to tailor messages to individuals using each customer’s data. 

Personalized mail captures attention more effectively than generic ads and its approach leads to higher response rates. Techniques like audience segmentation ensures targeted messaging based on preferences. 

Overall, it combines the use of traditional marketing with some modern data-driven strategies. This makes it a powerful tool for building customer loyalty and driving sales.

Conclusion

Traditional marketing is a powerful tool in today’s diverse marketing field. Its ability to build trust, and create lasting impressions makes it essential for every business. 

Also, by effectively reaching specific demographics, especially older audiences, traditional marketing ensures that brands resonate with a wide range of consumers.

The combination of both traditional marketing and digital marketing will help companies effectively engage with their audiences and drive growth.

Frequently Asked Questions