美國市場中對於數位／一般媒體廣告的態度

Table of Contents

• Introduction and Abbreviations
• Introduction
• Subject of this report
• Data for this report
• Other relevant reports
• Abbreviations & terms
• Abbreviations
• Terms
• Executive Summary
• Advertisers focus on two generations: Boomers and Echo Boomers
• Market growth continues
• Television is still king
• Change in media buying habits is slow
• Shift from push to pull
• Advertising more effective on consumers with passive lifestyles
• Women and minority groups more tolerant of advertising
• Cinema advertising emerges as a way to reach younger consumers
• DVR penetration poised for growth
• Internet the best way to reach resistant consumers
• Market Factors
• Demographics
  • Figure 1: U.S. population by generation, 2000, 2005 and 2010
• Baby Boomers
• Generation X
• Echo Boom (Gen Y)
• Advertising spend
  • Figure 2: Total U.S. advertising spend, 1999-2005
  • Figure 3: Graph: Total U.S. advertising spend, 1999-2005
  • Figure 4: Graph: Growth in U.S. real GDP and total domestic ad spending, 1997-2005
  • Figure 5: Growth in total domestic ad spend and P&G domestic ad spend, 1999-2005
• Ad spend segmentation
  • Figure 6: Total U.S. ad spend by media type, 2002 & 2004
  • Figure 7: Indexed ad spend in current prices by media type, 1999-2004
• Television
  • Figure 8: Decline of average network ratings, 1990 and 2003
• Internet
• Other high growth forms of advertisement
• Market trend: a shift from push to pull
• Comparison of Media Types
• Which media types attract the most attention
  • Figure 9: Attention paid to advertising in various media types, by gender, October 2005
  • Figure 10: Attention paid to advertising in various media types, by age, October 2005
  • Figure 11: Attention paid to advertising in various media types, by age, October 2005
  • Figure 12: Attention paid to advertising in various media types, by income, October 2005
  • Figure 13: Attention paid to advertising in various media types, by race/ethnicity, October 2005
• Likelihood of paying attention to an ad, by media type
  • Figure 14: Consistency of attention paid to advertisements in various media types, by gender, October 2005
  • Figure 15: Consistency of attention paid to advertisements in various media types, by age, October 2005
  • Figure 16: Consistency of attention paid to advertisements in various media types, by race/ethnicity, October 2005
  • Figure 17: Consistency of attention paid to advertisements in various media types, by presence of children in the household, October 2005
• Summary
• Comparison of television platforms
• Relative viewerships of different television platforms
  • Figure 18: Viewing of different television platforms, by gender, October 2005
  • Figure 19: Viewing of different television platforms, by age, October 2005
  • Figure 20: Viewing of different television platforms, by household income, October 2005
  • Figure 21: Viewing of different television platforms, by race/ethnicity, October 2005
  • Figure 22: Viewing of different television platforms, by number of children in the household, October 2005
• Attitudes toward advertising on different television platforms
  • Figure 23: Attitudes toward advertising on different television platforms, by gender, October 2005
  • Figure 24: Attitudes toward advertising on different television platforms, by age, October 2005
  • Figure 25: Attitudes toward advertising on different television platforms by race/ethnicity, October 2005
• Summary
• Attitudes toward Television Advertising
• Demographic trends in general attitudes toward television advertising
  • Figure 26: Attitudes toward advertising, by gender, May 2004-May 2005
  • Figure 27: Attitudes toward advertising, by age, May 2004-May 2005
  • Figure 28: Graph: Key attitudes toward advertising, by age, May 2004-May 2005
  • Figure 29: Attitudes toward advertising, by household income, May 2004-May 2005
  • Figure 30: Graph: Key attitudes toward advertising, by household income, May 2004-May 2005
  • Figure 31: Attitudes toward advertising, by race/ethnicity, May 2004-May 2005
  • Figure 32: Attitudes toward advertising, by presence of children in household, May 2004-May 2005
  • Figure 33: Attitudes toward advertising, by selected cohorts, May 2004-May 2005
• Additional attitudes toward TV advertising
  • Figure 34: Additional attitudes toward TV advertising, by age, October 2005
• Reasons television advertisements are annoying
  • Figure 35: Reasons why television advertising is annoying, by gender, October 2005
  • Figure 36: Reasons why television advertising is annoying, by age, October 2005
  • Figure 37: Graph: Key reasons why television advertising is annoying, by age, October 2005
  • Figure 38: Reasons why television advertising is annoying, by household income, October 2005
  • Figure 39: Reasons why television advertising is annoying, by race/ethnicity, October 2005
  • Figure 40: Reasons why television advertising is annoying, by children in the household, October 2005
• Summary
• Attitudes of teens toward TV advertising
  • Figure 41: Teen attitudes toward television, by age and gender, October 2005
  • Figure 42: Teen attitudes toward television, by race/ethnicity, October 2005
• Teen attitudes toward the movies
  • Figure 43: Teen attitudes toward movies, ads in movie theaters, by age and gender, October 2005
  • Figure 44: Teen attitudes toward movies, ads in movie theaters, by race/ethnicity, October 2005
• Teen attitudes toward newspapers
  • Figure 45: Teen attitudes toward newspapers, ads in newspapers, by age and gender, October 2005
  • Figure 46: Teen attitudes toward newspapers, ads in newspapers, by race/ethnicity, October 2005
• Summary
• Digital Video Recording
• DVR penetration
  • Figure 47: DVR penetration by gender, October 2005
  • Figure 48: DVR penetration by age, October 2005
  • Figure 49: DVR penetration by household income, October 2005
  • Figure 50: DVR penetration, by number of children in household, October 2005
• Effect of DVR use on commercial viewing
  • Figure 51: Skipping of commercials with DVR, by race/ethnicity, October 2005
  • Figure 52: Recognition of commercials skipped with DVR, October 2005
• Characteristics of DVR users
  • Figure 53: Attitudes toward media and the Internet correlated to DVR usage, May 2004-May 2005
• Summary
• Appendix: Trade Associations
• Appendix: Simmons cohorts
  • Figure 54: Married couples cohorts
  • Figure 55: Single women cohorts
  • Figure 56: Single men cohorts
• Appendix: Research Methodology
• Consumer Research
• Datascension, Inc. and Harris Interactive Service Bureau
• Greenfield Online
• ICR Surveys EXCEL
• Simmons National Consumer Surveys
• Technometrica TechnoExpresssm
• Trade Research
• Informal trade research
• Formal trade research
• Desk & Internet Research
• Sources
• Definitions
• Forecasts
• Appendix: What is Mintel?
• Mintel Group
• Mintel Reports
• Mintel Premier
• Mintel GNPD
• Mintel Menu Insights
• Mintel Comperemedia
• Mintel Custom Solutions