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
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