Abstract
The advertising industry is in the midst of unprecedented change, as DVRs, the Internet, and other devices change the way media are consumed. Traditional approaches are showing their shortcomings, while new avenues hold unfamiliar territory.
Readers of this report will learn:
- " How the Internet is reshaping how Americans consume media and spend their leisure time, and potential strategies for capitalizing on this historic shift."
- " How DVR usage and the presence of children increase the likelihood that adults will watch commercials, along with the appeal of targeted commercials that meet individuals' unique desires and needs."
- " Respondents' attitudes towards commercials, online advertising, movie commercials, and embedded advertising."
- " Demographic groups and cohorts most receptive to advertising."
- " Strategies and approaches to online advertising, targeted advertising, and non-traditional tactics that hold significant promise."
This report also examines cutting-edge trends in the delivery and creation of advertising, including on-demand advertising and personalized advertising. The examination of these various subjects will help readers make smart strategic decisions in an industry undergoing tremendous change.
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- A changing America and changing adspend
- Market snapshot
- Internet adspend will explode
- Usage of media
- Attitudes towards commercials
- Usage of DVRs
- Attitudes towards online advertising
- Attitudes towards embedded advertising
- Asians are a sweet spot...
- ...so are Hispanics
- Market Size and Forecast
- Key points
- Figure 1: Total U.S. advertising expenditures, 2002-12
- Market snapshot
- Key points
- Figure 2: Ad expenditures, by segment, 2005 and 2007
- Advertising by sector
- Key points
- Figure 3: Advertising expenditures, by category, 2005 and 2006
- The big bump
- Segment Performance--Internet Advertising
- Key points
- Figure 4: Internet advertising expenditures, 2002-07
- Segment Performance--FSIs
- Key points
- Figure 5: FSI spending, 2002-07
- Segment Performance--Local Magazines
- Figure 6: Local magazine advertising expenditures, 2002-07
- Market Drivers
- Consumers create and control content
- We buy what celebrities endorse
- Let' s surf
- Figure 7: 20 most popular websites, February 2008
- Let' s connect
- Figure 8: Amount spent by advertising on online social networking sites,
2006-11
- 2.0 Bubble or the real deal?
- Hispanics and Asians pay attention to ads
- Figure 9: Population, by race and Hispanic origin, 2002-12
- Usage of Entertainment Media
- Key points
- Gender does not play a significant role...but there are exceptions
- Figure 10: Weekly time spent on media, by gender, March 2008
- Age affects how respondents consume media
- Figure 11: Weekly time spent on media, by age, March 2008
- The presence of children equals less time spent with media
- Figure 12: Weekly time spent on media, by presence of children, March
2008
- Attitudes towards Commercials
- Key points
- Respondents pay attention to commercials--and find them enjoyable
- Males pay more attention to TV than females
- Figure 13: Do other things while watching TV, by gender, June 2007
- Affluence equals multitasking
- Figure 14: Do other things while watching TV, by income, June 2007
- Age doesn' t have a large effect
- Figure 15: Television advertising experiences, by age, March 2008
- Respondents with children pay attention to commercials
- Figure 16: Television advertising experiences, by presence of children,
March 2008
- Female respondents watch television with their children...
- Figure 17: Enjoy watching TV with their kids, by gender, May 2006-June
2007
- ...but as respondents age, they stop paying attention
- Figure 18: Enjoy watching TV with their kids, by age, May 2006-June 2007
- More proof for the presence of children and watching commercials
- Figure 19: Enjoy watching TV with their kids, by presence of children,
May 2006-June 2007
- Usage of DVRs
- Key points
- Some 64% are DVR' ing through commercials
- Figure 20: DVR usage, by gender, March 2008
- Targeted advertising has a future
- Figure 21: DVR usage, by age, March 2008
- Targeted advertising appeals to respondents with children
- Figure 22: DVR usage, by presence of children, March 2008
- Attitudes towards Movie Commercials and Movie Attendance
- Key points
- Male respondents go to the movies more often than females
- Figure 23: Number of movies watched in a theater in last six months, by
gender, March 2008
- Affluence equals movie attendance
- Figure 24: Number of movies watched in a theater in last six months, by
income, March 2008
- Respondents with children go to see movies
- Figure 25: Number of movies watched in a theater in last six months, by
presence of children, March 2008
- Younger respondents pay attention to movie commercials
- Figure 26: Pay attention to commercials in movie theater, by age, June
2007
- Respondents with children pay attention to movie commercials
- Figure 27: Pay attention to commercials in movie theater, by presence of
children, June 2007
- Attitudes towards the Effectiveness of Advertising and Children' s Products
- Key points
- Respondents with children rely on commercials for picking children' s
products
- Figure 28: Advertising helps with choosing children' s products, by
presence of children, June 2007
- Less affluence makes respondents more receptive to children' s advertising
- Figure 29: Advertising helps with choosing children' s products, by
income, June 2007
- Figure 30: Advertising helps with choosing children' s products, by
education, June 2007
- Attitudes towards Online Advertising
- Key points
- Most use pop-up blockers and don' t enjoy Web ads
- Figure 31: Attitudes toward online advertising, by gender, March 2008
- Entertain younger respondents
- Figure 32: Attitudes toward online advertising, by age, March 2008
- Respondents with children don' t want to be entertained
- Figure 33: Attitudes toward online advertising, by presence of children,
March 2008
- Attitudes towards Embedded Advertising
- Key points
- Embedded advertising may be a dud...
- Figure 34: Attitudes toward embedded advertising, by gender, March 2008
- ...but it fares better when respondents have children
- Figure 35: Attitudes toward embedded advertising, by presence of
children, March 2008
- Advertising and Promotion
- Introduction
- Figure 36: Advertising expenditures on TV commercials, 2005 and 2007
- Analysis of commercial spots
- Our dreams
- Figure 37: CNN TV
- Figure 38: QVC Home Shopping Network
- Humor
- Figure 39: AT&T
- Figure 40: Comcast Cable
- Performance
- Figure 41: AT&T
- Figure 42: Sprint Mobile Broadband
- Race and Ethnicity
- Key points
- Race matters
- Figure 43: Weekly time spent on media, by race and ethnicity, March 2008
- Blacks and Hispanics are most receptive
- Figure 44: Television advertising experiences, by race and ethnicity,
March 2008
- Hispanics want commercials on-demand
- Figure 45: DVR usage, by race and ethnicity, March 2008
- Asians want commercials on-demand
- Figure 46: DVR usage, by race and income, March 2008
- Advertising influences Hispanics
- Figure 47: Attitudes toward embedded advertising, by race and ethnicity,
March 2008
- TV Commercial Clusters--Affluent Untouchables, Network Junkies, and
Ethnic Enthusiasts
- Insights--Affluent Untouchables
- Insights--Network Junkies
- Insights--Ethnic Enthusiasts
- Cohort: Affluent Untouchables
- Cohort: Network Junkies
- Cohort: Ethnic Enthusiasts
- Cohort distribution and demographics
- Figure 48: Media clusters, February 2008Figure 49: Media clusters, by
gender, February 2008
- Figure 50: Media clusters, by age, February 2008Figure 51: Media
clusters, by income, February 2008
- Methodology--cluster analysis
- Appendix: Other Useful Consumer Tables
- Figure 58: DVR usage, by marital status, March 2008
- Figure 59: DVR usage, by marital status and presence of children, March
2008
- Figure 60: Enjoy watching TV with their kids, by education, May
2006-June 2007
- Figure 61: Number of movies watched in a theater in last six months, by
race and ethnicity, March 2008
- Figure 62: Number of movies watched in a theater in last six months, by
gender and age, March 2008
- Figure 63: Do other things while watching TV, by education, May
2006-June 2007
- Appendix: Trade Associations
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