|
Share Of Worldwide Ad Spending By Medium
|
|
|
2007
|
2008
|
2009
|
2010
|
2011
|
|
Newspapers
|
27.1
|
25.4
|
23.8
|
22.3
|
21.2
|
|
Magazines
|
12.0
|
11.5
|
11.2
|
10.7
|
10.4
|
|
Television
|
37.3
|
38.0
|
38.3
|
38.5
|
38.5
|
|
Radio
|
8.0
|
7.6
|
7.1
|
6.9
|
6.7
|
|
Cinema
|
0.5
|
0.5
|
0.5
|
0.6
|
0.6
|
|
Outdoor
|
6.5
|
6.7
|
6.9
|
7.0
|
7.1
|
|
Internet
|
8.6
|
10.3
|
12.1
|
13.9
|
15.6
|
|
Source: ZenithOptimedia
|
Online Media Daily| December 8, 2008, "Online Will Continue to expand Amid '09 Global Ad Recession" (free registration)
- While an estimated 30% of Canadians now own an HD television set, only 13% own a set-top box capable of delivering high-definition signals.
- 40% of non high-def customers say they are looking to buy an HD set within the next 12 months.
CTAM Canada
Marketing Magazine| December 9, 2008, "HD Not So Clear for Some Consumers"
- Asked what they do when a commercial comes on, 58.9% of kids said they watch it. That percentage rises to 64.3% among children ages 6-7.
Mediamark Research & Intelligence (MRI), "2008 American Kids Study"
MarketingDaily| December 8, 2008, "Five Things You Should Know About Kids and Advertising" (free registration)
- In difficult economic times 57% of adults say they would spend more time at home watching television rather than attending events outside the home, according to a survey commissioned by Verizon.
TVWeek| December 4, 2008, "HD Fuels Stay-at-Home Entertainment"
Online activities of Canadians:
- 84% spend their time on search engines
- 78% look up the weather
- 73% bank online
- 71% pay bills
- 69% read the news
- Worldwide, 10% of respondents surveyed said they connect to the internet once a day via their mobile handsets, while only 3% of Canadians do the same.
TNS study, Digital World, Digital Life
Marketing| December 3, 2008, "Canadians Love Weather Watching Online"
- In Canada, almost 21 million viewers, or a full 87% of the total online population age 15+, viewed a video online in August 2008. In contrast, only 78% of the U.S. online population viewed a video in this same month.
ComScore Video Metrix
IAB Canada Newsletter| December 1, 2008, "IAB Canada Applauds ACTRA, ACA and ICA"
- Viewers who watched ads in a less cluttered situation (half the normal ads) were considerably more "engaged" than those who saw them in the normal context. Viewers were "eye tracked" to record how much of the time they focused on the TV screen. The average commercial in a less cluttered break held viewer attention 31% better than one in an extended chain of ads.
- Viewers exposed in the less cluttered environment were 2.5 times more likely to recall brand ads, than those shown the cluttered version.
Fox, Innerscope Research 2008
Media Matters| December 1, 2008, "Fox Explores The Ad Impact Benefits of its 'Remote-Free TV' Concept"
- Three in four consumers define themselves as "green"; 24% of those are "deeply committed"
- Green consumers find information in traditional (72%) and online (68%) media
Yahoo study
Adweek| November 12, 2008, "Study Finds Growing Green Market"
Reasons HDTV owners replaced their sets:
- 38% to replace an old or broken set
- 22% picture quality
- 7% the quality of HD programming or the number of HD channels
- 33% of HDTV owners have more than one HDTV set, and 25% are likely to get another HDTV set in the next year
Leichtman Research Group, HDTV 2008
Multichannel News| November 11, 2008, "HDTV Sets in More Than One-Third of U.S. Homes: Survey"
- In an observational study of TV/PVR users 95% would watch live TV first and then turn to recorded programming if nothing they wanted to watch was on.
- The PVR was largely used as a backup by most users and participants tended to watch favourite programs live.
Qualitative Market Research| Volume 11, Number 4, 2008-11-03, "PVRs and Advertising Exposure: A Video Ethnographic Study"
Carf Newsletter| November 2008, "PVRs and Advertising Exposure"
- 42% of mobile subscribers in the U.S. have video-capable cell phones. Some 10.3 million of those mobile consumers are watching TV/video on their cell phones
- 32% of mobile video viewers are between 25 and 34 years old, and 18% are teens
MediaDailyNews| November 29, 2008, "Nielsen: 10 Million Mobile Users Watch TV On Phones" (Free registration)
- The average person in the U.S. watched approximately 142 hours of TV in one month, during the third quarter of 2008
- 27 hours a month was spent online
- And people who used a mobile phone, spent 3 hours a month watching mobile video
The Nielsen Co., "A2/M2 Three Screen Report"
TVNewsday| November 24, 2008, "Nielsen: TV Usage Rises to All-Time High"
- Recording the shows and watching them later account for nearly 17% of the CW's viewership over a one-week period. Two years ago, it was less than 5%, according to Nielsen Media Research.
- The CW even had a week where the audience of 18-to-34-year-old women for 90210 increased by a stunning 79% over the live broadcast.
Associated Press| November 24, 2008, "DVR a 'Frienemy' of Television Programs"
- 76% of consumers surveyed have already watched video on their PC, up 27% from last year. 32% indicated they have viewed video on a portable device or mobile phone, up 45% from last year. Interest in mobile video content has more than doubled since last year to 55%.
- 70% of respondents prefer advertising-supported models as opposed to consumer-paid models.
IBM Global Business Services survey
Mediacaster| November 18 2008, "TV Declines, as Online Video Continues to Grow"
- Online growth: Search engine advertising will be up around 15% annually over the next couple of years. But the big growth areas will be video, social community, social programming and user-generated content"advertising widgets and new applications. And I look at that as being up around 70%. So that's a very robust area"headed by video.
--Jack Myers, Myers Publishing LLC, founder and CEO
Jack Myers Media Business Report| November 12, 2008, "Peering Into the Future of Advertising: EMarketer Interview with Jack Myers"
(U.S. viewers)
- 29% of respondents believe all TV programming will be presented in HD after the digital transition takes place in February 2009.
Survey from Frank N. Magid Associates
Broadcast Engineering| November 11, 2008, "Twenty-nine percent say DTV transition means all TV programming will be in HD"
- Just over half of Canadian respondents to a survey by financial advisory firm Deloitte said they plan to spend at least as much this holiday season as they did last year, while 40% will spend less this year than they did in 2007.
- 83% said they plan to buy more sale items this year.
Marketing Magazine| November 11, 2008, "Despite Economic Gloom, Holiday Spending Could Go Up: Study"
- 80% of iPhone owners use the device to browse the web, compared with 32% for all other smartphone users.
Study from M:Metrics
MediaPostPublications| November 10, 2008, " iPhone Overtakes Razr In Third Quarter" (Free registration)
- 58% of consumers who heard about product safety and/or quality problems changed their buying habits, turning away from such products for more than nine months, on average.
Deloitte Food & Product Safety Survey
The Washington Post, October 29, 3008, "Recalls Drive Away Customers for at Least Nine Months"
-
Consumers interested in online video are increasingly turning to network television websites to get their fix. According to a new report from Nielsen Online, television network websites saw an average increase in traffic of 155% during the month of September.
BizReport| November 7, 2008, "Network television websites see huge traffic increases"
- The percentage of Canadians watching online videos has increased to 78% in 2008 from 32% in 2006, largely due to improvements in broadband technology and the ease with which viewers can now share content
Marketing Magazine| November 4, 2008, "Online Video is Not TV"
- 20% of Americans watch some primetime shows over broadband, and none of them are skipping the ads, according to IMMI data
- Consumer recall on an unskippable ad online is 50% compared with 18% for an unskippable ad on broadcast TV, according to research commissioned by ABC and CBS from Magid Associates
Advertising Age| November 3, 2008, "As Ratings Fall, Networks Take on Ad-Skipping" (subscription required)
- Average TV viewership still dwarfs online activity in the home -- 127 hours vs. 26 hours per month among those who use the internet, with video "streaming" on the web accounting for just two hours and 19 minutes. As a group, teen girls are the most likely to engage in streaming, 82%.
- While 31% of in-home online activity occurs at the same time the user is watching TV, the lion's share of all household TV viewership -- almost 96% -- takes place apart from the internet, the Nielsen study found.
Nielsen
Reuters| October 31, 2008, "Nielsen finds strong TV-Internet usage overlap"
- 31% of in-home internet activity takes place while the user is watching television
Nielsen TV/Internet Convergence Panel
RBR/TVBR.com| October 31, 2008, "TV viewing, internet use complementary"
- ABC.com introduced full-episode streaming in 2006. Research by ABC last January found that the one-ad-per-segment format resulted in a 54% ad recall rate.
New York Times| October 29, 2008, "Web Site's Formula for Success: TV Content With Fewer Ads"
- 39% of millennials ages 13-29 are more likely to use DVRs and watch TV outside the home, reporting that they do so at least once a week compared with only 11% of young baby boomers
Knowledge Networks study
TVWeek| October 29, 2008, "Younger Viewers Transforming TV Watching, Report Says"
- Over 80% of TV households have more than 100 linear channels to choose from at any given time. In addition, more than half of TV households also have hundreds, if not thousands, of video-on-demand programming choices.
TVNEWSDAY| October 31, 2008, "It's Not TV Advertisers Want, But Video"
U.S. Specialty channel - Lifetime's network research shows that women use VOD as a sampling tool:
- 42% of women are likely to discover new programs on demand and then seek them out on linear television
Multichannel News| October 25, 2008, "Promoting Women's VOD Touches"
Many advertisers don't plan major changes in their spending in 2009:
- 33% of major marketers surveyed will maintain their spending
- 27% will spend more
- 33% said they would be cutting back
Association of National Advertisers
Advertising Age| October 21, 2008, "Media Companies Brace for Slowdown" (subscription required)
- 65% of online media sites now use video
- 77% of online media sites project the use of video to increase over the next year
- 79% of TV stations use video
Web Influencers Internet Media Tour Survey conducted by D S Simon Productions
Online Media Daily| October 20, 2008, "Video Use Will Continue To Rise, Per Web Influencers" (free registration required)
- 75% of DVR playback is of network TV programming
Advertising Age| October 18, 2008, "TiVo CEO Says End is Nigh for TV Ads" (subscription required)
- 85% of Gen Y reports participating in social networking
- 57% report involvement with blogs
2008 Cone Business in Social Media Study
Center for Media Research| October 9, 2008, "Consumers Want to Interact With Companies on Social Media" (free registration required)
When Tina Fey first appeared as Sarah Palin on Saturday Night Live's season debut
(U.S. figures):
- 10.2 million people watched on TV
- Another 1.2 million recorded the program on their DVRs and watched within the week
- The skit was streamed by NBC an estimated 13 million times by NBC by mid October (a time period of one month)
- The show's audience for its first three episodes is 49% higher over last year
Marketing Magazine| October 20, 2008, "NBC Cashing in Online with SNL's Popular Palin Skits"
- 13 hours of video are uploaded to YouTube every minute. That's the equivalent of Hollywood releasing more than 57,000 full-length movies every week.
Online Media Daily| October 16, 2008, "A Brave New World: The Future of Managing Content" (free registration required)
- 94% of CMOs and marketing executives agreed with the statement, 'A tough economic period is precisely the time when marketing plays a key role.'
Epsilon CMO Survey
Center for Media Research| October 16, 2008, "Digital Ad Spend Up At The Expense of Traditional" (free registration required)
- Sales of flat-panel TV sales have increased 40% in August vs. the same period a year ago.
Consumer Electronics Association
Advertising Age| October 13, 2008, "Pay TV Enjoys Shelter From Recession" (subscription required)
- 93% of people believe a company should have a presence in social media.
- 60% interact with companies on a social media web site, and one in four interact more than once per week.
2008 Cone Business in Social Media Study
Center for Media Research| October 9, 2008, "Consumers Want to Interact With Companies on Social Media" (free registration required)
TV performs better than online ads:
- Tells you about a new brand you've never heard of before: 74% TV, 68% online
- Sparks interest in a brand: 74% TV, 58% online
- Gives you new information about a brand you've heard of: 72% TV, 58% online
- Persuades you to try a brand/product: 59% TV, 43% online
- Talked about with someone else: 58% TV, 35% online
- Helps you decide which brands are relevant to you; 57% TV, 50% online
- Makes you re-evaluate a brand: 50% TV, 41% online
- Gives you enough information to make purchase decision: 46% TV, 41% online
- Makes you like a brand: 46% TV, 33% online
thinkbox| 2008, "TV& Online Better Together"
- Consumers indicate product placements have the most influence on their grocery purchases with 14.8% saying so, up from 13.0% one year ago. Electronics (13.2% vs. 12.8% in 2007) and apparel (11.5% vs. 10.3% in 2007).
BIGresearch's June 2008 Simultaneous Media Survey
MarketWatch| October 9, 2008, "Bigresearch Analysis Shows Product Placements Not Created Equal"
- 80% of the world's consumers said they were attentive to, or absorbed by, climate change and sustainability issues -- with more than half of the rest recognizing the need to change their lifestyles.
U.K.-based research firm Havas Media
Variety| October 3, 2008, "TV programs increasingly going green"
- 99% of TV viewing is done in "live" mode, where viewers are unable to fast forward commercials.
(BBM Nielsen July 2008 meter data)
Television & The PVR July 2008
Traditional media outlets continue to be a more credible and influential source of news:
- Consumers reported getting a greater percentage of their news and information from TV - 35%, followed by daily newspapers (23.5%)
MediaDailyNews| October 1, 2008, "Consumers Deem TV Most 'Credible' Medium, Online Ranks Third (Ahead of Mags)"
- 27% of TV households in the United States have at least one Digital Video Recorder (DVR), and 30% of those households have more than one DVR.
Leichtman Research Group
Center for Media Research| October 1, 2008, "DVR Ownership Increases, But Recordings Not Priority Viewing"
- Despite the rapid rise of online media, television, followed by newspapers and radio, remain the most credible sources of news and information.
- Consumers also reported getting a greater percentage of their news and information (35%) from television.
ARAnet research conducted by Opinion Research Corp.
MediaDailyNews| October 1, 2008, "Consumers Deem TV Most 'Credible' Medium, Online Ranks Third (Ahead of Mags)"
- 64.5% of consumers plan to celebrate Halloween this Oct. 31, versus 58.7% last year.
NRF - Washington D.C.-based trade association
Marketing Daily| October 1, 2008, "Scary Economy Means More Consumers Will Say 'Boo!'
- 61% percent of new-vehicle shoppers say it is important to purchase a vehicle from a brand that is environmentally friendly. Consumers cite Toyota, Honda and Chevrolet as first, second and third for having the most fuel-efficient and environmentally friendly vehicles.
Kelly Blue Book marketing research study
Center for Media Research| September 30, 2008, "EnviroFriendly Cars Important to Buyers"
- 75% of gamers give their peers advice about which brand of vehicle to buy--up from about 63% last year
research from Ziff Davis' 1UP Network
Online Media Daily| September 29, 2008, "Gamers: Brand Influencers When It Comes To Autos"
- Survivor took the top spot in a new study measuring emotional attachment to programming. It found that viewers are most emotionally attached to Survivor, with an EA index of 177. That was well ahead of the No. 2 show, NBC"s Heroes, at 153, which was just ahead of Fox"s House.
Marketing Evaluations, The Q Scores Company, which measures viewers" emotional ties to broadcast TV shows
Media Life| September 25, 2008, "Why folks love the TV shows they do"
- Advertising represents less than 30% of the average marketer's total communications budget. The other 70% + is invested in consumer sales promotion, trade promotion and price incentives, event marketing, public relations, cause related marketing, direct marketing, consumer research and other performance-based marketing programs.
JackMyers Media Business Report| September 23, 2008, "Advertising and Media Innovation: Optimedia, IDG, American Express Publishing"
Marketing to today's Dads:
- 40% say they're doing at least half of the weekly household shopping. They are also increasingly likely to be the purchasers of items such as kids' clothing, school supplies and educational/entertainment products.
- New dads listen to radio, watch TV and surf the web for parenting and other information/entertainment. They are less likely than moms to consume family-oriented magazines or "lifestyle" media content.
Study from Packaged Facts authored by Silver Stork Research.
Marketing Daily| September 22, 2008, "Marketing to Today's Dads Requires New Approaches"
- 90% of the Olympic consumption was via TV
- According to NBCU"s research, among the total NBC Olympic audience:
- 18% of viewers said they consumed content on both TV and the internet
- 82% only watched TV
- Just 0.3% watched online only
Mediaweek.com| September 22, 2008, "NBCU's Wurtzel: 'TV Is Still King,' Though Viewers Flocked to Web for Olympics"
- The 50-plus demographic represents about one-third of Canada"s 33 million people " many of whom are in the peak earning years of their life " and control 77% of the country"s wealth. Yet only an estimated 4% of advertising dollars is spent on the segment.
Canadian Business| August 18, 2008, "Grey power: On Target"
- 7 in 10 adults 45-plus would try a new brand if a person they trust recommended it, while about 50% are "always looking for better products."
2003 study by the American Association of Retired People
Canadian Business| August 18, 2008, "Grey power: On Target"
- More than half of people"s time spent consuming media at home is often done exclusively with one medium:
- 55% of at-home newspaper reading occurs without involvement with other media.
- 53.6% magazines
- 53.8% internet
- 49.4% TV
- 28.3% radio
Mediamark Research & Intelligence data
Mediaweek.com| September 16, 2008, "MRI: Consumers Stick to One Medium at Home"
- Commercials with a story line build ad recall:
- Unaided brand recall for Renuzit - a room deodorizer - more than tripled in the two months following its launch.
- Additionally, 74% of viewers reported an intent to purchase the product.
HGTV/Scripps research
Mediaweek| September 15, 2008, "Scripps Sells 'Stories' "
- Baby Boomers are the greenest generation. Women in the 55+ demographic were more than twice as likely as the average consumer to use green products.
ICOM Information & Communications
Marketing Daily| September 9, 2008, "Boomers, Not Gen Y, Biggest Green Shoppers"
Audience responsiveness is rooted in mindset, or human nature, and can be affected by cultural or societal events:
- The six days after Christmas when the viewing audience was basically flat (up 4%), responsiveness went through the roof (up 212%).
Lockard & Wechsler Direct
Center for Media Research| September 4, 2008, "Willingness to Buy More Important Than Viewership During Holiday Periods"
- consumer electronics are sales in the U.S. are expected to grow as much as 3% this holiday, with categories such as TVs, laptops and GPS devices growing much faster.
NPD Group
Los Angeles Times| September 1, 2008, "Sony sees a bright spot in flat-panel TVs"
- 80% of marketers say the benefits of adopting emerging channels are worth the challenges of trialing, 60% struggle to build the case for interactive marketing, and 68% would rather wait to adopt interactive channels until after they are proven.
Forrester Research study
Online Media Daily| September 10, 2008, "Marketers Taking Cautious Approach With Online Media"
- The majority of mobile ad viewers (63%), see ads just once a month or less.
Study by Nielsen Mobile
Online Media Daily| September 10, 2008, "Nielsen: Mobile Advertising Still Facing Hurdles"
- U.S. DVR penetration sits at 24% as of the second quarter of 2008
- Canadian DVR penetration is 13.5% according to BBM Analytics omniVU data
RBR/TVBR| September 10, 2008, "MAGNA Global updates On-Demand forecasts"
TVB Media Release
- Consumer electronics, including flat-screen TVs and video games, seems to be one of the very few category that has benefited as consumers become even more entrenched in cocooning to save money (43% report spending more on their homes, with consumer electronics on the top of the list).
BrainReserve study
Marketing Daily| September 9, 2008, "Consumers Cut Back On Health, Food--But Not TVs"
- Viewers watching Fringe with shorter commercial pods had ad attention levels 31% higher, ad engagement levels 21% higher, unaided recall levels 250% higher and ad likeability levels 61% higher than viewers who watched the standard-length ad pods.
Fox and Biometreic engagement research company Innerscope
Mediaweek.com| September 8, 2008, "Fox: Tests Show Remote Free TV Yields More Ad-Viewing Intent"
- 62% of people are skeptical of paid advertising included within their internet searches.
Ipsos Reid study Search Marketing In Canada
Marketing Magazine| September 4, 2008, "Canadians Like Their Search Engines, But Not The Ads"
- Of those viewing TV online:
- 43% tune into the news
- 39% prefer drama
- 34% like sitcoms
- 23% watch reality TV
- 16% are looking for sports
- 15% view user-generated content
Consumer Internet Barometer report from The Conference Board and TNS
Marketing Magazine| September 4, 2008, "Time-pressed TV Fans Going Online"
- 2.7% of commercials that were approved to air in Canada were produced in high definition during the 2007-2008 season.
TVB Canada, Telecaster data Sep. 1, 2007 - Aug. 18, 2008.
- 79% of DVR users who have a significant other said that using a digital video recorder has improved their relationship with their partner, by decreasing the likelihood of arguments over what to watch and allowing couples to watch shows of mutual interest together.
NDS survey - which sells DVR software, conditional access and other technology to pay TV operators
Multichannel News| September 2, 2008, "Americans Can't Live Without DVRs: Survey"
Consumers trust advertising on local newspaper, magazine and television websites.
Percent of Consumers Taking Action after Viewing Local Ads:
- Local Newspaper Site: 46%
- Local Television Site: 44%
- Local Magazine Site: 42%
- User Review Site: 39%
- Portal: 37%
Online Publishers Association study
Center for Media Research| August 27, 2008, "Ad Advantage to Local Online Media"
- People 40-59 spend more than three times the amount of money per month on spouses ($514) than adults under 40 ($169).
- Additionally, they spend nearly twice as much per month on kids ($295 vs. $158) and three times the amount per month on teen children ($494 vs. $136).
- With so many purchase decisions to make for the household, these buyers are an important marketing sector even when they are not the prime target.
Center for Media Research| August 29, 2008, "Boomers Spend More on Family, Switch Brands for Value, Look for Substance in Advertising"
- Makers of digital TV have seen a jump in sales to some 18% in 2008
TVWatch| August 29, 2008, "Big-Screen TV Depression? Not In These Economic Times"
- 24 million viewers tuned in to coverage of the Beijing Olympic Games on CBC Television, CBC Newsworld and the CBC"s bold channel between Aug. 8 and 24
Marketing Magazine| August 27, 2008, "24 Million Olympic Viewers Tuned Into CBC"
- The era of females dominating household grocery shopping is over. In households with couples or multiple adults, 15% can have a male who holds primary responsibility for grocery shopping, and 41% share the responsibility equally.
MasterCard Canada study
Marketing Magazine| August 27, 2008, "Men Doing More Grocery Shopping, Survey Shows"
- The Olympic rings give off a marketing halo effect, especially when the web and TV are combined. Viewer recall of Olympic advertisers was 16% higher when they watched the Games on both on TV and the Web, compared with just TV. Moreover, multiplatform viewers had a much more favourable opinion of an advertiser (a 51% "brand lift") than those who watched strictly on TV (31%) and those who saw an ad on non-Olympic programming (9%).
- 47% of those who watched the Games in HD said HD commercials enhanced their viewing experience.
An independent study from Frank N. Magid Associates on Olympic viewing
Broadcasting & Cable| August 25, 2008, "Deal or No Deal NBC's Olympic Winner"
- Why do people watch TV?
- 88% - To entertain you
- 68% - To keep you informed
- 67% - To help you relax
- 59% - To amuse you
- 45% - As background to other activities
- 41% - To learn
- 29% - To keep you company
- 21% - To lift my mood
- 17% - To excite you
- 15% - To talk about with friends
Thinkbox.tv| 2007, "How Viewers Engage with Television"
Consumers have quickly recognized that, just like TV, to get high-quality video content, someone has to pay, and most would rather that not be them:
- Completion rates for pre-roll video ads approached 90% and click-through rates averaged 10%
Study from Break Media and video ad technology provider Panache
Online Media Daily| August 18, 2008, "Video Ad Study Shows High Engagement Rates"
- While TV's attraction for kids is certainly being diluted by other media, more than 40% of 9- to-11-year-olds watch two or more hours of television on school days. Furthermore, half of the 10 websites most popular among 6- to-11-year-olds are sites directly related to television networks.
Packaged Facts report, "The Kids and Tweens Market in the U.S."
Marketing Daily| August 12, 2008. "Up to Age 11, Most Kids Aren't Heavy Internet Users"
- Households with Sky+ digital video recorders watch 5% more advertisements, with the increased TV viewing offsetting the potential to fast-forward through commercial breaks.
Sky+ (UK data)
FT.com| August 12, 2008, "TV holds its ground against web video"
- TV viewership represents 99.7% of all time spent watching Olympic events, according to Fox data. That's a 300-to-1 advantage for traditional television.
TVWeek| August 14, 2008, "Olympic Streaming, While Growing, Pales Next to Broadcast TV"
- 62% of college students (ages 18-30) learn about brands and products through advertising.
Alloy Media's 8th annual College Explorer Study
Center for Media Research| August 12, 2008, "Students Rule"
- Brand recall among viewers was 85% higher during Olympics spots than during conventional primetime, which provides advertisers with a valuable halo effect.
Broadcasting & Cable| August 13, 2008, "NBCU: 6% of Olympic Viewing on Alternative Platforms"
Determined viewers will find coveted programming one way or another:
- When Gossip Girl went broadcast-only for its five final fresh episodes after returning from the production stoppage created by the writers strike, illegal online access to episodes increased 45%.
TVWeek| July 27, 2008, "CW Puts 'Gossip Girl' Episodes Back on Its Web Site"
- Three-quarters of internet users have left a favourite website due to "intrusive advertising."
HowTo.tv, Consumer Attitudes to Online Advertising study
BizReport| July 24, 2008, "Intrusive ads (still) annoy consumers"
- In the first two days of 2008 Beijing Olympics, 90% of viewers watched the Games on TV alone, with nearly 10% watching on TV and online. Only 0.2% watched on the internet alone.
Wall Street Journal| August 11, 2008, "NBC's Olympic Ratings Get a Web-Based Boost"
- Online ads that ran across branded content sites raised brand favorability 22% more than the same ads did across portals. In terms of purchase intent, ads on branded content sites lifted the metric about 13%.
- Video ads that were placed on content sites were 82% more effective at raising aided brand awareness, and 67% more effective at raising brand favorability than the industry average.
Online Publishers Association research, "Improving Ad Performance Online" August 2008
Online Media Daily| July 31, 2008, "Study: Ad Networks Have Their Place, But Content Drives Key Brand Metrics"
- More than 20% of people watch some amount of primetime television programming online.
- 50% use the web as a tool to watch programming they have missed and the other half are watching programming as it becomes available.
- Non-DVR owners have adopted the computer for time-shifting rather than buying a DVR.
- The largest segment of online viewers are educated professionals 25-44 that skew towards females who are busy with personal and work life.
Integrated Media Measurement (IMMI)
RBR/TVBR| July 29, 2008, "Rise in online primetime program viewing"
According to a CBS study of new car advertisers, when respondents were asked about the source of their awareness of a new cars:
- 57% cited TV advertising. The second-most mentioned source was magazines, noted by 17% of participants.
Advertising Age| July 29, 2008, "Why the Internet Enhances TV Advertising"
- Nearly two-thirds of online users use the internet and watch TV simultaneously.
RBR/TVBR| July 29, 2008, "Olympics may expand online TV viewing"
- 35% of CBS' online video audience is more likely to watch their programming on TV because they connected with shows online.
- Nearly half of the network's online audience is incremental, with 46% watching only or mostly online.
- Half of online viewers were able to correctly recall the brand of an ad they saw, and 18% said they were more influenced to make a purchase.
CBS study conducted by Magid Media Labs that shows online streaming of TV programs expands overall audience without cannibalizing viewership.
Online Media Daily| July 22, 2008, "Study: Online viewing boosts CBS Audience"
- Using TV and online together results in 47% more positivity about a brand than using either in isolation.
- The likelihood of buying or using a product increases by more than 50% when TV and online are used together.
- Both TV and the internet are used for entertainment (TV, 80%; online 56%) and both have a significant influence on driving purchase (75% and 52%).
Thinkbox and the Internet Advertising Bureau study (UK)
Thinkbox| 2008, "TV & Online: Better Together"
- For brands that want to convey they are at the forefront of technology or offer the most superior product line of colors and textures, HD may be a "must do." Thirty percent of all TV viewers think companies that advertise in HD are more tech-savvy.
- Commercial recall for HD ads viewed on HD channels is three times higher than the same ads viewed in the same programs in SD (standard definition) on SD channels. Additionally, intent-to purchase was 55% higher, and more viewers found spots "very enjoyable" in HD.
- People who viewed the 2008 Super Bowl in HD were able to recall 21% more commercials than those who viewed in SD.
- Viewers stated that SD advertising in HD programs indicated that "the advertiser doesn"t care."
RBR/TVBR| July 21, 2008, "Should your brand advertise in HD?"
- DVR users appear to be passionate about the hardware. Research shows that in the U.S. 25% of homes now have a DVR, and 30% of those have more than one.
Nielsen data
MediaDailyNews| July 17, 2008, "Nielsen: DVR Use Up, America Readies For Digital Switch"
- How reasonable is it to have advertising in the following free video content?
Full-length TV show:
- 82% Very reasonable/somewhat reasonable
- 18% Not very reasonable/not at all reasonable
Ipsos MediaCT - MOTION study, February 2008
Advertising Age| July 17, 2008, "Most Say Ads a 'Reasonable' Cost of Free Online Video"
- Super Bowl ads affect brand awareness. Millward Brown found that brands with awareness below 60% had awareness increases upwards of 110%. And established, better-known brands had a brand uplift ranging from 12-44%.
Millward Brown study commissioned by the NFL
Adweek.com| July 16, 2008, "Is the Super Bowl Still a Strong Ad Buy?"
- TV viewing on the internet represents less than 1% of the total time Canadians spend viewing television. In fact, Canadians watch more TV now than they did 15 years ago.
- Television content is not easily financed on the internet. Video advertising on the internet represents less than 1% of the $1.24 billion of internet advertising revenue generated in Canada today.
- The internet is used primarily as a communications and research tool today, and not for watching TV. As well, virtually all professional video content consumed via the internet originates from traditional television.
From a submission CBC/Radio-Canada made to the CRTC
Broadcaster Magazine| July 14, 2008, "Reject Old Assumptions on New Media: CBC to CRTC"
- Viewers perceive TV sponsorship as a marketing tool used by already "famous" brands. Consequently, its use can increase a brand's "fame" by up to 10%.
Thinkbox study
Advertising Age| July 10, 2008, "Sponsors Provoke More Emotional Response in Fans"
- As it relates to product placement/integration within Bravo programming, 63% of of viewers were able to identify an advertiser after having been exposed to that client"s brand within the context of a show.
Nielsen IAG research, among adults 18-49
Mediaweek| July 10, 2008, "Bravo TV Tops Attentiveness Survey"
- 127:15 - Time spent watching TV in the home (hrs. & min./month)
- 2:19 - Time spent watching video on internet
Nielsen Company, "Three Screen Report"
MediaDailyNews| July 8, 2008, "TV Screen Remains Most Seen"
- For every hour of online video viewing, consumers spend 57 hours watching TV. People are watching more traditional television than ever.
- Children ages 2 to 11 use the internet far less than other age groups, but they spend almost one-third of their online time watching videos.
Nielsen Company, "Three Screen Report"
New York Times| July 8, 2008, "Whichever Screen, People Are Watching"
- The "Generation BUY" study found that people 40-59 spend more than three times the amount of money per month on spouses ($514) than adults under 40 ($169).
- The willingness of 40 and 50 year-olds to buy new brands carries over across virtually every product category including electronics, personal care products, restaurants, automobiles and more.
TV Land's "Generation BUY: A Close Look at the Boomer Consumer" study
Multichannel News| July 7, 2008, " 'Generation Buy' Fickle Yet Free Spending: TV Land Study"
- Online content tied to television viewing is rising in value as a means to reach potential buyers of new vehicles, according to a J.D. Power and Associates study.
- 68% of verified new-vehicle buyers went online to find information on television shows. TV show content is third-most relevant to new-car buyers, behind only travel and news.
J.D. Power and Associates, "Power Auto Online Media Study"
Adweek.com| July 2, 2008, "Survey: TV Ties Boost Online Content"
- HDTV subscribers are exceptionally loyal: Of those respondents who own HDTV sets, two-fifths (41%) subscribe to a high-definition programming service. These subscribers report making it a point to watch high-definition programs "every time" (20%) or "most of the time" (45%) they watch television.
CTAM, "Tracking The Evolving Use of Television and its Content, Wave 4"
RBR.com/TVBR.com| June 30, 2008, "TV websites more popular, but viewers still prefer TV"
- 94% of subscribers to cable or satellite television services prefer to watch television on traditional TV sets.
- 35% have adult broadband users have watched at least one TV program online.
- 87% watched from a TV network website
- 82% went online to find a specific television program they had missed when it first aired on TV.
- TV-related activities done online:
- 39% - have read background about a show's cast member
- 38% - viewed a show's previews
- 37% - read background about the show or characters
- 27% - viewed a behind-the-scenes video clip
- 26% - read or viewed a show's cast member interview
- 22% - viewed a show's outtakes
- 20% - viewed a show's deleted scenes
CTAM, "Tracking The Evolving Use of Television and its Content, Wave 4"
RBR.com/TVBR.com| June 30, 2008, "TV websites more popular, but viewers still prefer TV"
- Currently, the average consumer spends more than 6 hours a day watching movies shows, news, sports - or playing games on screens of one sort or another. By 2013 that figure is expected to rise to 8 hours a day.
- TV accounts for two-thirds (4 hours) of the current 6 hours of viewing. The other 2 hours involve the web DVDs, gaming consoles, and mobile devices.
Solutions Research Group, "Multiplatform Video Report 2008"
BusinessWeek| June 30, 2008, "Sleep, Work, Watch"
- The five broadcast nets' average live median age (not including delayed DVR viewing) was 50 last season. (CBS, NBC, ABC, Fox, CW, and Univision)
Magna Global
Variety| June 29, 2008, "TV viewers' average age hits 50"
- 89% of respondents would feel more loyal to brands which invited them to participate in a feedback group.
- 92% of those who have a positive experience communicating with a brand will recommend purchasing a product from that brand to someone they know.
- This data suggests that the key to empowering loyal consumers is through direct engagement and ongoing dialogue.
ExpoTV survey
Backchannelmedia| June, 26, 2008, "Consumers Want to Talk to Brands, Finds ExpoTV Survey"
- Broadcast TV remains the top dog, bringing families together for major sporting and entertaining events.
- With no relief in sight for the country's economic woes and skyrocketing oil prices, families, popcorn in hand, are gathering around the TV looking to be entertained.
- The share of consumers planning to buy a TV set in the next six months hit an all-time high of 12.2% in May.
The Conference Board
The Hollywood Reporter| June 23, 2008, "Commentary: Tough times may be good for broadcast"
- Stars showed up in nearly 14% of ads in 2007
- With consumers facing so many choices these days, an emotional connection with a certain celebrity may make the difference between whether a shopper"s hand stops over one product or moves on to the competition.
Millward Brown
New York Times| June 22, 2008, "Nothing Sells Like Celebrity"
- Barriers prevent people from consuming TV and video content on their mobile phones include a lack of awareness of the mobile TV and video services offered (44%) and cost (33%).
- 65% of consumers say they are willing to watch an advertisement on their mobile phone in order to access free or discounted TV and video content.
- 30% stated that they would watch mobile TV and video in between activities and 28% said it was a service that they would use while in transit.
QuickPlay Media
Mediacaster| June 19, 2008, "Barriers to Mobile TV and Video Consumption Erode"
- There is a direct correlation between advertising for a show"whether on TV, through a portal or billboards"and online searches regarding a program. When asked what prompted respondents to go online to learn more about a TV show, 55% said because they "saw or heard an advertisement."
- Viewers who seek out information on a show online before its actual TV premiere convince an average of 5.1 of their friends to watch that show.
- People who seek information online about new shows before they debut are 46% more likely to watch the show regularly.
Yahoo Study, "Engage and Entertain"
Multichannel News| June 18, 2008, "Viewers Who Preview New Shows Online Are Loyal, So Engage Them: Yahoo Survey"
- Advertisements appearing in traditional media like television are still "much more likely" to have made a positive impression with consumers than ads running in digital media.
- 56% of survey respondents said traditional media ads made a positive impression, in contrast to 31% who said that about digital media ads.
Yankelovich Monitor, "When Advertising Works"
New York Times| June 18, 2008, "Traditional Media Not Dead Yet for Marketing"
- 81% of teens aged 13-17 would prefer to watch a full-length TV program on a television set as opposed to watching online (19%).
OTX, "Teen Topix" study
Center for Media Research| June 17, 2008, "Teens Learn From Advertising on Social Sites"
- The average consumer over the age of 12 spends about 6 hours in a digital environment, either through their PCs and mobiles or watching television. About 63% of this time is spent with traditional television, the remaining 37% is spend with games, online avenues and mobile.
Solutions Research Group, "Multiplatform Video Report 2008"
BizReport| June 12, 2008, "Study: Entertainment time will equal sleep time by 2013"
- A plurality of consumers, 44% say ads in online videos are just as acceptable as ads on TV shows
- Qualitatively, we hear consumers say the number of ads required to watch TV shows online is a "good deal," because the ads only amount to a fraction of the commercials encountered when shows are actually viewed on TV.
Frank N. Magid Associates research
Advertising Age| June 9, 2009, "Online TV-Watching Shift Mostly Due to Convenience"
- The average TV home has 2.5 people and 2.8 television sets
Nielsen Media Research| June 6, 2008, "Average U.S. Home Now Receives a Record 118.6 TV Channels" (U.S. data)
Reports of the death of the 30-second spot have been greatly exaggerated:
-
The 30-second spot now accounts for 55% of all advertising units. Fifteen-second spots are the second-biggest messaging vehicle for advertisers. In prime time, 30-second and 15-second units make up 93% of all commercials.
- In Canada, 30- and 15-second commercials account for 86.9% of commercials across all dayparts.
MediaDailyNews| June 9, 2008, "Nielsen: Death Of :30 Greatly Exaggerated"
TVB Canada (Telecaster data), TVBasics 2008-2008 - pg. 14
In a study of baby boomers:
- Ninety-three percent regularly or occasionally use the internet to research products prior to purchase. Almost half (46 percent) say searches are triggered by traditional advertising or an article they"ve read; nearly as many (45 percent) are prompted by television or other broadcast media.
Stores| June 2008, "Five Things You Don't Know About Baby Boomers"
Actions speak louder than words:
- In the U.S. the broadcast networks are getting rate increases of between 5 and 10 percent - a strong indication that advertisers see the television medium as their best bet for reaching consumers and getting that all-important return on investment they are under increasingly intense pressure to produce.
Mediaweek| June 9, 2008, "The Upfront: Buyers Drop $9 Billion Into Sellers' Market; All Nets Get Big Lifts"
- The average number of channels received by U.S. households in 2007 was 118.6 - but the actual number viewed in a week was only 16.
Nielsen's "Television Audience 2007" report
MediaDailyNews| June 6, 2008, "TV Channels Viewed Falls To Lowest Percentage Ever"
- According to a recent poll upwards of 90% of consumers say the ads on social networks aren't "speaking" to them.
Prospectiv poll, May 13, 2008 press release
BizReport| June 3, 2008, "Poll: Consumers aren't connecting with social ads"
Where consumers look for ideas for decorating inspiration (kids furniture):
- 85% television
- 80% magazines
- 56% internet
- 34% friends & family
Kids Today and HGTV "The Kids' Consumer Survey, 2008"
Kids Today, May 2008
- TV and online together produced big lifts in buying intentions across five product categories (consumer electronics, apparel, automobiles, beer, toiletries).
- Online and TV viewers were 27% more likely to intend to buy beer than those who viewed TV alone, 22% more likely to intend to buy apparel than TV viewers alone and 21% more likely to intend to buy consumer electronics than TV viewers alone.
Advertiser Perceptions, April 2008
Advertising Age| June 2, 2008, "Serving Other Media With TV Ups Appetite for Products"
- Main source of news (A25-54)
- 46.5% TV
- 18.3% newspaper
- 17.8% radio
- 14.8 internet
2008 BBM Analytics omniVu survey, (CDN data)
TVB Media Reach, Time Spent & Attitudes survey, Spring 2008
- Main source for weather, traffic & sports (A25-54)
- 46.6% TV
- 24.4% radio
- 23.1% internet
- 4.3% newspapers
2008 BBM Analytics omniVu survey, (CDN data)
TVB Media Reach, Time Spent & Attitudes survey, Spring 2008
Digitally savvy consumers (those who ticked 8+ items from a list of 18 high-tech devices):
- 175% more likely to have spend $500 or more on business attire in the last year
- 56% more likely to own a luxury vehicle
Scarborough Research of "Understanding the Digital Savvy Consumer"
BizReport| May 27, 2008, "The Digitally Savvy: Well heeled, well wheeled"
- The CW didn't stream the last five episodes of Gossip Girl online. Instead, it aired exclusively on TV with watch-and-win contests that allowed viewers to enter to win a Gossip Girl party if they found the program's signature "XOXO" in a scene and reported its location within 36 hours of the show's first airing. The result: more than 100,000 viewers logged onto cwtv.com to enter, and more than 50,000 people entered via mobile.
Advertising Age| May 26, 2008, "CW Attempts to Get Fans 'Cwinging' Between TV and Web"
- 53% of total daily media hours are spent with television media, among A25-54
2008 Media Comparisons Study commissioned by TVB (U.S.)
TVBR.com| May 7, 2008, "Survey results on consumer media habits"
- Half of consumers say they consider at least one sustainability factor when selecting brands to buy or stores to shop
Data from Information Resources Inc. (IRI) survey
Progressive Grocer| May 20, 2008, "Sustainability Sustains Consumers' Product, Store Choices: Study"
- Married women in households earning $150,000 or more per year make nearly two-thirds (64%) of the buying decisions
The Luxury Institute, a New York-based independent research firm
Marketing Daily, May 15, 2008, "Women in Wealthy Homes Make 2 of 3 Buying Decisions"
- In month of March 2008 - The average online video viewer watched a total of 235 minutes of video, or just 7.6 minutes per day.
Data from comScore Video Metrix
Center for Media Research| May 22, 2008, "Online Video Viewing Surges"
Business executives are extremely receptive to media and advertising:
- 43.2% have made a purchase based on a TV spot
- 70% have watched a network TV channel the day prior
- 59% have watched specialty
- 51.2% have visited a website because of a TV ad
U.S. Business Elite Study conducted by Ipsos MediaCT, New York
Brandweek| May 11, 2008, " 'Business Elite' Prove to Be Voracious Consumers"
- 80% of baby boomers self-identify themselves as having "big buying power"
- 40% of them feel ignored by advertisers
- Spending priorities over the next 12 months:
- 39% plan to take a vacation
- 35% home electronics
- 31% furniture
- 31% mutual funds or investments
- 24% appliances
- 23% a car
- 23% a new computer
Ipsos Reid survey of 1,980 Canadians ages 44-62
Media In Canada| May 9, 2008, "Boomers ready to spend: Ipsos Reid"
- Consumers that regularly purchase organic products are 153% more open to new experiences than the general population
Study from Mindset Media and Nielsen Online
MediaPostPublications| May 9, 2008, "Organic Buyers More Open To New Experiences Than Average"
- Which medium is most involved in your community? (A25-54)
- 57.8 television
- 24% newspapers
- 6.6% radio
- 1.1% the internet
2008 Media Comparisons Study commissioned by TVB (U.S.)
TVBR.com| May 7, 2008, "Survey results on consumer media habits"
- Where are you most likely to learn about products or brands you would like to try? (A25-54)
- 55% - television
- 18.7% - internet
- 14.6% - magazines
- 7.1% - newspapers
- 4.5% - radio
2008 Media Comparisons Study commissioned by TVB (U.S.)
TVBR.com| May 7, 2008, "Survey results on consumer media habits"
- The majority of consumers (53%) would pay more for an environmentally friendly product--and 36% say they have changed their personal behaviour to benefit the environment
TNS report "Global Shades of Green"
MediaDailyNews| May 6, 2008, "Americans Like Eco-Friendly, But Doubt Corporate Motives"
- TV accounts for nearly 70% of the impact on consumers to make purchase decisions
Marketing Evolution study "Examining TV Advertising ROI: Six Truths You Should Know"
Mediaweek| May 6, 2008, "Fox to Reinforce That TV Is King"
Strengths of TV and online advertising
- Television advertising is stronger at:
- Telling people about a new brand they haven't heard of before (74%)
- Sparking interest in a brand (74%)
- Providing new information about a brand people are already aware of (72%)
- Persuading people to try a brand or product (59%)
- Online advertising performs well at:
- Helping people decide which brands are relevant (50%)
- Causing a re-evaluation of a brand (41%)
- Giving enough information to make purchase decisions (41%)
- Television is primarily used for entertainment (80%), and relaxation (73%)
- The internet is primarily used for research/finding information (75%), and communication (66%)
- The internet enables people to watch more TV. Reasons people watch online:
- To catch up with missed broadcast TV programs (58%)
- To catch up on a missed series (28%)
- Watch previews or trailers (25%)
- To find recommended programs (23%)
- Watch highlights of a program (21%)
- Used for entertainment:
- Influence on driving purchase:
IAB UK| May 6, 2008, "Thinkbox and IAB research reveals the power of using TV and online advertising together"
Customer care reputations are studied online before making purchases:
- 72% of respondents research companies' customer care online prior to purchasing at least sometimes
- 74% choose companies/brands based on others' customer care experiences shared online
The Society for New Communications Research, "Exploring the Link Between Customer Care and Brand Reputation"
Center for Media Research| May 5, 2008, "Customer Care Reputation Studied Online Before Making Purchases"
- Analysts project that for the next few years marketers will commit roughly 20 percent of U.S. online-advertising spending to display ads, though click-through rates for conventional banner ads have dropped like a stone in recent years to well under 1 percent.
MediaPostPublications| April 24, 2008, "Click Me, Baby... One More Time"
- 79.6% of respondents use the internet to conduct personal research on green initiatives.
- Three out of five respondents who consider themselves aspirationally green (43.9% of consumers) cite "good for the environment" as a reason for going green
Burst Media - "Consumers' Perception of "Green" Advertising"
Center for Media Research| April 28, 2008, "Green Messaging Has High Recall, But Many Consumers Skeptical
- Despite recessionary conditions, 3-in-10 U.S. households plan to purchase a new TV in the next year
- 4-in-10 current HDTV set owners plan to purchase yet another HDTV set in the next 12 months
- 24% of those currently without an HDTV set feel it is important they will be able to watch the 2008 Summer Olympics in high-definition
Survey from Frank N. Magid Associates Inc.
Multichannel News| April 24, 2008, "Holidays, Falling Prices Spur HDTV Purchases"
The trouble with online advertising:
- Less than half of advertisers use online display ads for branding purposes
- Click fraud - 80% of all clicks come from the same 20% of all internet users
- Eye-tracking research shows that most users don't see most ads - particularly those below the fold
MarketingSherpa, from its 2008 Online Advertising Handbook & Benchmarks
Center for Media Research| April 23, 2008, "Less Than Half of Advertisers Use Online Display Ads for Branding"
- 72% of Boomers plan to work part-time or full-time when they reach retirement
- 37% have children under 18 living at home
- 74% plan to make a home improvement in the next year (average cost: $6,000)
- 92% plan to buy a major household item (average cost: $2,200)
- 61% wish that ads had more "real information" about products
Study from Focalyst, the Millward Brown/AARP Services, Inc. enterprise devoted to researching Boomers and "Matures"
MediaPostPublications| April 18, 2008, "Focalyst: Baby Boomer Misconceptions Die Hard"
- Pregnant women and new moms engage in one-third more WOM conversations per day than women in general or consumers as a whole, and almost two-thirds of their conversations include brand recommendations
Study from online resource BabyCenter and WOM-focused market research firm the Keller Fay Group
MediaPostPublications| April 21, 2008, "Brands Are Big Word-of-Mouth Topics"
Green-themed advertising is noticed:
- More than 70% of respondents recalled seeing green ads at least occasionally.
Burst Media - "Consumers' Perception of "Green" Advertising"
Advertising Age| April 15, 2008, "Green Ads Draw Attention, but Raise Doubts"
- PVR owners actually watch more commercials in real time as a result of owning the PVR
- Owning a PVR appears to increase broadcast TV viewing by around 15%, mainly to commercial channels, resulting in an increase in the number of commercials viewed
Thinkbox.tv| 2007, "How Viewers Engage With Television"
- In 2007, 9% of U.S. TV viewers had watched a full-episode TV program online, that number is projected to grow to 14% in 2008
- Compared to the U.S., Canadian broadcasters feature very little U.S. full-episode content due to the prohibitive cost of the digital rights, or the digital rights have not been made available to the Canadian market
- The average Canadian TV subscriber home (with 2.4 persons) is paying $51.50/month and watching on average 250 hours of TV, equating to $0.21/hour. Apple sells Canadian TV shows at $2 per episode
Convergence Consulting Group Ltd.| April 2008, "The Battle for the North American Couch Potato: New Challenges and Opportunities In The Content Market
- 13% (18%) of males are open to mobile advertising if it improves the media and content currently available
The Nielsen Company, bi-annual Mobile Advertising Report from Nielsen Mobile
MediaPostPublications| April 2, 2008, "28 Million Mobile Subscribers Responded to At Least One Mobile Ad"
Usage of online video is relatively tiny:
- Heavy viewers of online video (the top 20% of the online video pop.) watch 841 minutes per month (roughly 30 min. per day). Moderate users (30% of the pop.) watch 77 minutes per month, and light viewers watch just 6 minutes per month
- Heavy viewers watch mainly niche sites that reach less than 1% of the total web audience. Moderate viewers prefer content on broadcast TV sites.
comScore and Media Contacts study
Marketing Magazine| March 10, 2008, "Scene online"
- 72% of web users find irrelevant ads "intrusive and annoying"
Truste study examining consumer attitudes toward behavioural targeting and privacy
Online Media Daily| March 31, 2008, "Study: Web Users Dislike Being Tracked, Even Anonymously"
Advertising to boomers is important because:
- 61% of boomers feel that in today's marketplace, "it does not pay to be loyal to one brand"
Hallmark Channel study conducted by Millward Brown
MediaPostPublications| March 18, 2008, "Hallmark: Baby Boomers More Engaged Than Millennials"
- Local news is one of the least DVR"ed program types, and TV is consumers" first source for news and information (55 percent), followed by the internet (26 percent)
Hearst-Argyle Television study by Frank N. Magid Associates examining the loyalty of local TV news audiences compared to other media
Mediaweek.com| March 24, 2008, "H-A Study Shows Local TV's Audience Loyalty"
- 83.2% of respondents 55 years and older feel the focus of online advertising is on younger people
BurstMedia, "Online Ageism"Content and Advertising Miss an Important Target"
Center for Media Research| March 19, 2008, "Older Internet Users Feel Web Advertising and Content Not Relevant"
- 78% of adults go online while watching TV, with one-third of them doing so always or often
- 62% of double-dippers are looking at content not not related to what they're watching
- 25% go online for information specific to the programming they are currently watching
- 40% of them look for products/services that appeared in or were advertised during the program being viewed
Blinkx - a major video search engine and Harris Interactive
Center for Media Research| March 12, 2008, "Youth Fuels Online Video"
- 9% of all online viewers watched a recent episode of a TV show online in the past week
- Similarly, 9% of those who watch video online strongly agree that they now watch TV less often
- 52% of online video users typically spend ten minutes or less when they view online video at home
Leitchman Research Group, "Emerging Video Services II"
Center for Media Research| March 12, 2008, "Youth Fuels Online Video"
- 41% of adults 18-24 say they are likely to pay attention to advertising messages on websites they visit for TV and movie related information.
Jack Myers Emotional Connections Research of "Audience Attentiveness to Advertising"
Jack Myers Daily Data| March 14, 2008, "JackMyers Daily Data: TV & Entertainment Sites Generate Highest Ad Attentiveness"
Attitudes towards advertising that sponsor online versions of TV programs:
- 60% of Gen Y (ages 13-28) are likely to consider a brand sponsoring and online TV show
- 50% for Generation X (ages 29-42)
- 44% for early Boomers (ages 43-54)
Knowledge Networks, "How People Use" TV's Web Connections 2008"
MediaPostPublications| March 12, 2008, "Study Finds Viewers Watching More TV Shows Online, Especially Younger Ones"
- 50% of 9- to 17-year-olds visit websites they see on TV even as they continue to watch
- 45% of teens have sent instant messages or email to others they knew were watching the same TV show
- 33% of 9- to 17-year-olds say they have participated in online polls, entered contests, played online games or other online activities that television programs have directed them to while they are watching
"The Kids' Social Networking Study," Grunwald Associates LLC, an independent research firm that specializes in new media market intelligence, based in Bethesda, MD
MediaPostPublications| March 10, 2008, "Study: Kids are Master Multitaskers on TV, Web, Mobile"
- "Our research into the online audience at ABC.com tells us that viewers can remember the ads they saw up to 87% of the time."
--Anne Sweeney, co-chair, Disney Media Networks and president, Disney-ABC Television Group
Mediaweek| Mar 10, 2008, "ABC's Sweeney Touts Benefits Of Web Content"
- Viewers who watch live TV are much more likely to recall an ad. In the study, 69% of live viewers remembered the ads the next day. But 25% of the viewers who were zipping through ads with their DVR at the fastest available speed also recalled them the next day.
General Electric, NBC Universal study conducted by Innerscope Research in August 2007
Wall Street Journal| February 26, 2008, "Why DVR Viewers Recall Some TV Spots"
- According to the new Myers Emotional Connections" Research Report on Audience Attentiveness to Advertising. Forty-five percent of teens 15 to 17, 41% of adults 18 to 24 and 33% of adults 25 to 54 who visit websites say they are likely to pay attention to ads appearing at TV and movie sites.
JackMyers.com| December 4, 2007, "TV/Movie Websites Generate Highest Online Online Ad Attentiveness"
Past numbers
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