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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