Attitudes Towards Advertising and Media - US - April 2008

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