2009 Numbers - Research Statistics
Research and statistics from influential organizations in support of using television advertising.
Past numbers

• Without a doubt, consumers of all ages spend the majority of their video time (nearly 99%) in front of the television, while DVR and online video are becoming more widely used.
   
• P2+ spend 31 hours and 19 minutes with traditional TV every week; 4 hours and 6 minutes using the internet; and just 22 minutes are spent watching video on the internet.

Nielsen's A2/M2 Three Screen Report
nielsenwire | December 7, 2009 "Three Screen Report: TV Remains Strong as DVR and Online Video Show Most Growth"

• About 30% of mobile-phone sales are sold during the December holiday season.

The Star | December 2, 2009 "Rogers goes on attack in ad spat"

• According to a Frank N. Magid study 54% of adults 25-54 cite a station or local TV meteorologist as their most trusted source of weather information.

Broadcasting & Cable | November 28, 2009 "Stations' Weather Forecast Looks Cloudy"

• 72% of online moms participate in online discussions and review products,
• 72% participate in activities that involve actively connecting with others online,
• 50% are "creators," participating in activities that involve the creation of online content (photos, blogs, etc).
• 90% of Canadian moms use the web to research products and services
• 38% have offered advice about products through forums, blogs or websites
• 77% have made an online purchase in the last year

"Digital Moms" study conducted by Mom Central Canada in collaboration with Sharpe Blackmore Euro RSCG
Marketing | November 25, 2009 "Canadian Moms Connecting Online"

• This past April, the GfK Group, Google & Coca-Cola announced that they'd measured a 97% higher purchase rate when TV and YouTube video interplay were part of an orchestrated, cross-media campaign.

MediaPost Marketing | November 17, 2009 "Reintroduce The Consumer Into The Mix"

The TV viewing experience:

• Ten-foot experience - watching TV at home
• Three-foot experience - watching a smaller computer screen
• One-foot experience - watching an iPhone or other smartphone device

Mediacaster | December 2, 2009 "Old, New and Next: Digital Media Delivery Options for TV"

• Subaru reported a 132% sales increase in response to their "sexy" sumo wrestlers for the 2009 Forrester.

Marketing | November 30, 2009 "Subaru's Sumo Take Top Prize at CMAs"

• Social networking is on a tear. The New York Times recently reported that Twitter will soon become one of its top 10 traffic drivers. Facebook alone grabs 25% of the entire web's page views.

analysis by Perry Drake of Drake Direct
Forbes | November 30, 2009 "What To Watch In 2010: Social TV"

• According to a Scarborough Research study, 36.5% of adults went to the internet for weather info in the past month, behind only e-mail (62.6%) and ahead of news (33.6%).

Broadcasting & Cable | November 28, 2009 "Stations' Weather Forecast Looks Cloudy"

• 8% of adults are mixed martial arts (MMA) fans.
• MMA fans are 15% more likely than the average adult to have a household income of $75,000-plus, and 10% more likely to own a second home.
• Furthermore, MMA fans account for 15% of adults planning to buy a luxury vehicle within the next year, and represent 10% of the potential market for new SUV purchases.

Scarborough Sports Marketing
MediaDailyNews | November 25, 2009 "Advertisers Reach Key Males Via Mixed Martial Arts"

• Hulu enjoyed a 33% jump in audience in February, thanks in part to a Super Bowl ad.
   
• Increasingly, viewership is being driven by network hits. The emerging rule of thumb: the more popular network TV fare on the service, the more viewing at Hulu.

Advertising Age | November 24, 2009 "Hulu's Massive Traffic Bump? Thank ABC, New TV Season" (subscription may be required)

• In Canada, consumers account for 60% of economic activity.

Globe and Mail | November 24, 2009 "Canadians spend as U.S. shoppers scrimp"

• 97% of viewing is still on TV; the average person consumes 4-5 hours of TV a day, but only 2-6 minutes of online video a day. The average home has more TVs than people.
• 84%of online video viewing occurs within the home, and 79% of consumers who watch video online say they would prefer to watch the content on a TV rather than a PC.

Time Warner Cable
Denver Post | November 26, 2009 "Despite new technology, T is still the main medium"

• Overall monthly per-capita entertainment-content subscription spending rose to $115, an increase of nearly 7% since last year.

The NPD Group"s "Entertainment Trends in America"
RBR | November 20, 2009 "Consumers not scrimping on entertainment subscriptions"

• Television advertising is still tops for viewers when discovering and watching new programming -- according to a Knowledge Networks report. Traditional TV promotion got a 46% score.

Knowledge Networks
MediaDailyNews | November 19, 2009 "TV Ads, WOM Best Tools To Promote Shows"

Four distinct consumer segment emerging from the recession:

• Steadfast Frugalists - 20%
• Involuntary Penny-Pinchers - 29%
• Pragmatic Spenders - 29%
• Apathetic Materialists - 22%

Decitica "Marketing to the Post-Recession Consumers"
Research Brief | November 18, 2009 "Recession's Lasting Effects on Consumers"

• TVs account for about 10% of a home's electricity use.

according to California Energy commissioners
TVNewsCheck | November 18, 2009 "Calif. Targets TVs To Reduce Power Use"

• 30% of 18 to 34-year-olds would try a product promoted by a celebrity
• 18-34s are 50% more likely than their older counterparts to recommend a celebrity-endorsed product to others

Mediaedge:cia
MediaPost - MediaDailyNews | November 17, 2009 "Star Power: Celeb Endorsements Click With Younger Demos"

• Two years ago, users were abandoning video with pre-roll video ads 70% of the time; now that has dropped dramatically. For example, a 15-second pre-roll ad supporting a piece of video content is now abandoned just 15% of the time.

TVWatch | November 12, 2009 "YouTube Tests Ad-Skipping Option"

• The amount of TV watched reached an all-time high during the 2008-09 season as Americans spent an average of four hours and 49 minutes per day in front of the tube or LCD display or whatever; up four minutes from last year and up 20% from 10 years ago.

• The growth in viewership can be attributed to several factors, including more TVs in homes, more channels to choose from and an increased usage of DVRs.

Nielsen
TVNewsCheck | November 10, 2009 "TV Viewing Hits Record High"

• Yet despite all of the hype over online video services, today over one-half -- 55% -- of all respondents indicated that they have never watched live streaming game coverage on the internet.
• Overall, national TV sports networks, such as ESPN, are viewed by respondents as the best place to get sports information and news.

Online Media Daily | November 9, 2009 "Study: Sports Fans Get More News Online Than From Any Other Source"

• 71% of respondents say that companies which mention their longevity in ads make them think the company is "solid and reliable."

AdweekMedia/Harris Poll
Adweek | November 9, 2009 "Good Old Longevity! It Has Appeal in Ads"

• 51% of Canadians said they"d chosen brands that support what they felt were good causes, even if the price was higher than other brands, and 58% said they "expect" brands to support causes. A larger majority (89%) said they were willing to change their own consumption habits if they felt the world would benefit.

Edelman Public Relations Goodpurpose study
Marketing | October 26, 2009 "Majority of Consumers Stay Green Through Recession"

Harris Interactive, October 2009
Research Brief | November 5, 2009 "Consumers Brown Bagging, Drinking Tap Water, Saving Money"

• Running an ad in a show that matches its tone and provides appropriate context can boost ad effectiveness by an average of more than 30%.

Research from the ANA Alliance for Family Entertainment
Advertising Age | November 4, 2009 "Are Family-Friendly Shows a Better Environment for Ads?" (subscription may be required)

Time shifting and DVRs:

• 53% of 8 p.m. shows are played back in the same day, while just 42% of 9 p.m. shows and 27% of 10 p.m. shows are played back in the same day.
   
• After three days, 89% of all 8 p.m. shows, 87% of 9 p.m. shows are played back, and 82% of 10 p.m. shows are eventually watched.

Nielsen
Advertising Age | November 2, 2009 "It's 10 O'Clock ... Do You Know What's on TV?" (subscription may be required)

• Nanos Research study of more than 1,000 Canadians confirms strong support for local television stations securing financial compensation from cable and satellite companies.
• The majority of Canadians (70% of respondents) support the statement that "local TV stations should receive a portion of the amount that customers pay on their monthly bill for cable or satellite TV."

Newswire | October 29, 2009 "Canadians Support Local TV Matters Campaign"

• As we entered the Great Depression, Ford was outselling Chevy 10 to 1. Ford chose to invest its resources in manufacturing, while Chevy chose to invest in advertising. By the end of the Depression, Chevy had outstripped Ford, and the company remained ahead for the rest of the 20th century.

Advertising the American Dream: Making Way for Modernity, 1920-1940
OMMA | October 14, 2009 "RAM: Selling into the new Frugality"

• Men are much more likely (48%) than women (19%) to check HDTV channels first when turning on their TV sets, and men (58%) are also much more likely than women (41%) to choose HDTV over standard definition programs when both options are available to them at the same time.

Knowledge Networks How People Use HDTV 2009
MediaDailyNews | October 29, 2009 "Study Finds HDTV Preference Growing, Differences In Fidelity Of Men, Women"

Activities least likely to be given up for a week - among teens ages 14 to 18, and early careerists ages 22 to 29:

• Email (26%)
• Text messaging (26%)
• TV (15%)
• Talking on the phone (11%)
• Visiting social networks (9%)
• Reading magazines (7%)
• Visiting non-social network sites (6%)

J.D. Power and Associated Teens and Early Careerist report
Research Brief | October 28, 2009 "Probing GenY'ers"

• About 24% of all conversations about cars involve somebody referring to the content of an advertisement of some kind.
   
• Research finds that not only does advertising, normally, drive a large share of word of mouth, but that word of mouth about brands is more productive when influenced by advertising. WOM supported by advertising is 20% more likely to include a strong recommendation to buy or try the brand.

Keller Fay Group
MediaBizBloggers.com | October 28, 2009 "Car Talk and the Value of Advertising"

• A Super Bowl Spot by US-based online video service Hulu helped boost the company from a service attracting 20 million users to one which leapt to 30 million soon after the spot ran.

Broadcasting & Cable | October 27, 2009 "CTAM Summit 2009: Kilar - Hulu Not 'Giving It Away' for Free"

How Hyundai Motors America's marketing budget will be spent in 2010:

• About 60% will be TV (up 5% over 2009)
• Web will represent 10% (up 25%)
• The bulk of the rest will be things like experiential, auto shows and outdoor
• Hyundai has really reduced exposure in print (by about 25%) and put more into digital, however, they are going to the online versions of the print.

Automotive News | October 26, 2009 "Hyundai marketer Ewanick goes face to face with the customer" (subscription may be required)

• 57% of worldwide consumers say a brand has earned their business because of its works supporting social causes.
• 61% say they have purchased a brand that supports a good cause even when it wasn't the cheapest option,
• 67% said they would switch brands if another brand of similar quality supported a cause they were interested in.
• 83% of global consumers say they are willing to change their consumption habits if it helps make the world a better place to live,
• and 68% feel it's becoming unacceptable not to make efforts to show concern for the environment or live a healthy lifestyle.

Edelman Worldwide's "goodpurpose Consumer Study"
MediaPostNews Marketing | October 21, 2009 "Attraction to 'Do Good' Brands is Escalating"

• Two-thirds of Americans (65.3%) say the economy will affect their holiday plans this year, with the majority of these consumers saying they"re adjusting by simply spending less (84.2%). People will also be shopping for sales more often (55.0%), and using more coupons (41.7%)

National Retail Federation | October 20, 2009 "Economy to Impact Two-Thirds of Families this Holiday Season"

• Underscoring consumers' love of technology, four out of five adults (80%) plan on buying CE products this holiday, the highest results in the 16 years of the survey.

Consumer Electronics Association
RBR/TVBR | October 20, 2009 "Consumer Electronics Spend Up for the Holidays"

• Fewer than 10% of consumers 18-64 feel that TV or the internet needs to change to stay relevant.

consumer trend report from TargetCast tcm
Research Brief  | October 20, 2009 "Gender and Age Consumption Differs in Evolving Media"

• Games on kid-show sites typically feature a pre-roll ad; this is one of the Web's most popular ad types for marketers.
   
• 86% of Nickelodeon's audience is online playing games.

Broadcasting & Cable | October 17, 2009 "Nets Seek Richer Show Sites"

On a daily average, Americans in the 18-34 age group watch about an hour more television per day than Canadians. On weekdays:

• Americans reported watching an average of 5.9 hours per day
• Canadians watched 4.8 hours

Ipsos
Research Brief  | October 15, 2009 "South of the Border"

• Awareness of VOD among Canadians has grown significantly in 2009 (81%, up from 75% in 2008)
   
• Of VOD users, 63% state that VOD has improved their TV viewing experience "a great deal" or "somewhat". Women and those aged over 35 years old are most likely to report an improved TV viewing experience as a result of VOD.

CTAM Canada
Mediacaster | October 14, 2009 "Consumers Need More Education about VOD"

• The number of people who click on display ads in a month has fallen from 32% of internet users in July 2007 to only 16% in March 2009, with an even smaller core of people (representing 8% of the internet user base) accounting for 85% of all clicks.

comScore
Research Brief | October 13, 2009 "8% of Internet Users Account for 85% of all Clicks"

• Given a choice of ways to describe their reaction to advertising that refers to the recession, 23% of consumers say such ads "make the brand seem more realistic."
   
• But slightly more (27%) say such ads "make the brand seem manipulative," while another 12% say they find these ads depressing and, as such, are "less likely to buy the brand."

AdweekMedia/Harris Poll
Adweek | October 12, 2009 "Better Not to Mention the Lousy Economy"

• Ad-supported video is favoured by online video users three to one against pay video online models.

eMarketer research
MediaDailyNews| October 7, 2009 "Viewers Dislike Video Ads, prefer Short Pre-Rolls"

• 2% - or two hours per month - of all TV viewing in the U.S. comes from non-traditional TV devices. 2% represents two hours of the 130.2 overall hours that TV viewers watch in a month.

media researcher Horowitz Associates
MediaDailyNews| October 6, 2009 "Survey: 2% of  TV Viewers Go Outside The Box" (registration may be required)

Media Matters| October 1, 2009 "The Impact of Ad Size on Internet Advertising" (pg. 3)

• 94% of Boomers regularly or occasionally research products online before buying them in a store. The top five product categories researched by Boomers are, in order: electronics, home improvement, appliances, apparel and medicines/vitamins/supplements.

BIGresearch's Consumer Intentions & ActionsTM survey, from August 2009
Engage:Boomers| September, 28, 2009 "Enough With 'Why'; Let's Focus on 'How' "

• More than three-quarters (76%) of consumers said having a widget toolbar on their primary television would be valuable, while nearly two-thirds (61%) said they would like their television to connect to the internet. Nearly a third (30%) consider the idea of news and information widgets on their television to be "appealing."

Ernst & Young white paper Will Widgets Work?
MediaDailyNews | October 2, 2009 "TV's Killer App? Guess What, It May Be An App"

• The number of people who click on display ads in a month was only 16% in March 2009. Worse still, an even smaller core of consumers -- representing just 8% of the internet user base -- accounts for the vast majority, or 85%, of all clicks.

according to comScore in conjunction with media agency Starcom USA and behavioural targeting firm Tacoda
OnlineMediaDaily | October 1, 2009 "ComScore: Most Clicks Come From "Natural Born Clickers"

• 73% of moviegoers -- those who attend movies at least twice a year -- first gain awareness of releases from TV commercials.

Research from Stradella Road's Moviegoers: 2010 study
Adweek | September 30, 2009 "Old Promo Strategies Work Best for Films"

• Adults are up to three times more likely to remember television commercials if they"re watching them alongside their kids, as compared to when adults watch commercials alone.

Corus data
Marketing | September 30, 2009 "PPM Findings Put Corus on New Course"

• 65% of those owning DVRs begin their TV-watching experience by watching live television, then switch to their recorded programming after determining there's nothing that interests them there.
   
• Despite the proliferation of TV shows available online, at least 98% of television video is viewed on TV screens.

Leichtman Research Group
The Hollywood Reporter | September 25, 2009 "DVRs in 36% of households"

• By 2010 50% of all consumer spending will be by people over the age of 50.
• People 50+ generate 41% of all disposable income, while they represent only 30% of the population. They buy 60% of all packaged goods, over half of all new cars and spend 75% more per vacation than consumers under 50.
   
• And yet, less than 10% of all U.S. marketing dollars are spent against the 50+ consumer.

McKinsey Consulting
Engage:Boomers| September 21, 2009 "Take Me To Your CFO"

• The latest TRA evidence again supports Recency in showing that a frequency of every other day (3x/week) maximizes ROI for 4 out of the 5 brands included in that analysis.
   
• This media component alone is said by Mars, Inc. to account for 20-60% uplifts in TV ROI even before improvements in creative execution allocation are implemented.

Jack Myers.com| September 16, 2009 "In Terms of ROI: What Do We Know About Continuity Vs. Flighting?"

• According to a study by Radar Research in July, more than half of ad impressions and 95% of clicks in online ad buys were fraudulent

OnlineMediaDaily | September 17, 2009 "Study: Half of Ad Impression, 95 Percent of Clicks Fraudulent"

• 62.1% of individuals use the TV and internet simultaneously
• 3.6% of TV minutes are spent while also using the internet

nielsenwire| September 14, 2009 "Multitasking at Home: Simultaneous Use of Media Grows"

• Hulu's pre-roll ads, which are generally 15 seconds long, score twice as high as traditional :30s when Nielsen measures audience retention and favourable comments, says Hulu CEO Jason Kilar. Why? "You make a conscious choice to watch a show on Hulu. People are more engaged than if it just pops up in their living room." 

tvnewscheck| September 9, 2009 "Online Video Chiefs Embrace Ad Model"

How time spent online is divided:

2009

• 42% Content
• 27% Communication
• 13% Community
• 13% Commerce
• 5%   Search

vs. the pre facebook era of 2003...

• 46% Communication
• 34% Content
• 16% Commerce
• 3%   Search

Online Media Daily| September 17, 2009 "OPA Study: Content Is Still King"

• Click-though rates have crashed, plummeted, descended (insert your description of abysmal failure here) to less than .1%

DoubleClick
Online Media Daily| September 16, 2009 "Driving In The Rear-View Mirror"

• 86% of people are in favour of free ad-supported online video for both online full-length TV shows and movies

Ipsos MediaCT's MOTION study
Research Brief| September 15, 2009 "Online Digital TV Success Presages Move to TV Sets"

• Hulu generated $120 million in revenue in 2009. But that number pale in comparison to what traditional U.S. networks bring in; CBS alone generated slightly more than $14 billion in revenue in 2008.

Broadcasting & Cable| September 14, 2009 "Hoping to Reverse the Online Video (Cash) Flow"

• Television remains the dominant source for national and local news, beating out the internet and newspapers, with TV stations cited as doing the most to "uncover and report on important local issues."
   
• 71% of the respondents, almost as many as chose the internet (43%) and newspapers (33%) combined. It was also the top source for local news, the choice of 41% of those surveyed.
   
• 80% of people say that if local TV news shows went off the air and their websites shut down, it would be an "important loss," while 76% said the same about the sunsetting of network TV news; 75% about cable news.
   

Pew Research Center
Broadcasting & Cable| September 14, 2009 "Pew Survey: Americans Think News Orgs Are Politically Biased, Inaccurate"

• Compared to the US market, long-form online video, such as online TV, is underdeveloped in Canada (22% in the US vs. 14% in Canada), a finding that can be attributed to the relatively limited supply of content in Canada and fewer online-only players like Hulu in the market.

Media In Canada| September 9, 2009 "Canadian moms lead US moms in online activity, but lag in mobile, online shopping and TV"

• 80% of consumers go online daily for entertainment
   
• When viewing TV content online: News shows are the most popular online programs - watched by about 43% of online TV viewers. About 35% enjoy sitcoms, comedies and dramas, while 19% of  viewers indulge in reality shows and 18% follow sports.
   
• More than two-thirds of online TV viewers access television content through the official TV channel's homepage.

The Conference Board and TNS report
RBR/TVB.com| September 8, 2009 "More consumers watch TV online: Hulu rising"

• 96% of viewers would still watch a program online if it contained the same commercial load as on TV

CBS Entertainment Panel Survey| July 2009
CBS Vision| July 2009 "Television and the Internet: a marketing symbiosis"

• Nearly seven out of 10 Canadian TV viewers say being able to access their cable channels on the web or mobile is an "excellent" (26%) or "good" (41%) idea.
   
• 10% of PCs in Canadian households are connected to a "regular" TV at least some of the time

Solutions Research Group Inc. (SRG)
Mediacaster| September 3, 2009 "Canadians Want TV Everywhere"

• 57% of TV viewers who have internet access use both mediums at the same time at least once a month

Reuters| September 2, 2009 "Viewers hunger for web and TV at same time: study "Viewers hunger for web and TV at same time: study"

• 22% of viewers have watched an episode of a continuing TV series on the internet before they've watched it on the TV; 72% of those have then found the program on TV

CBS Entertainment Panel Survey| July 2009
CBS Vision| July 2009 "Television and the Internet: a marketing symbiosis"

Time spent viewing per month in Q2 09:

• 141 hours and 3 minutes were spent watching TV
• Just 3 hours and 15 minutes were spent with internet video

The Nielsen Company
nielsen wire| September 2, 2009 "Three Screen Report: Media Consumption and Multi-tasking Continue to Increase Across TV, Internet, and Mobile"

• The average TV viewer who uses the internet simultaneously does so for 2 hours and 40 minutes a month, and 28% of the time they are on the web at home, they are also watching television.

Reuters| September 2, 2009 "Viewers hunger for web and TV at same time: study "Viewers hunger for web and TV at same time: study"

• 92% of people would rather view a program online for free with commercials vs. pay $1.99 for it

CBS Research
NAPTE VideoNuze| August 10, 2009 "Hulu is Broadcast TV Networks' Best Bet for Generating Online Video Payments"

Sole media use:

• DVR-only use by consumers is done 59% of the time
• Live TV (45%)
• Print (33%)
• Computers (18%)
• Video Streaming (11%)

Council for Research Excellence's Video Consumer Mapping Study
MediaPostNews Marketing| August 27, 2009, "Sole Attention: DVR Viewing a Bonanza For Advertisers"

• 64% of people in the UK say that TV has the 'most impact'
• 44% of individuals had researched a product online after seeing a TV ad

Survey by Deloittes and online research firm YouGov
WARC| August 20, 2009 "TV Ads Still Best Says New Survey"

• 26% people changing residences in 2009 are likely to acquire an HDTV set, compared to only 16% of those staying put

RBR/TVBR| August 5, 2009 "HDTV catching on"

• 80% of consumers surveyed say they find online formats that expand on the page and cover the content "very frustrating", three-quarters said the same about pop-up ads, and two-thirds are very frustrated by ads that open when moused over. Three in five had the same to say about automatically launched animated ads and soundtracks and almost 80% disliked ads on which the "skip" or close button was hard to find.

BizReport| July 27, 2009 "LinkedIn/Harris: Ad budgets move online but ad formats still annoying consumers"

• Online streaming is 1.1% of all video activity in the average U.S. household and 1.7% in the average U.S. household with broadband.

CBS Research
MediaDailyNews| August 3, 2009 "Equal Billing: TV/Internet Use High For Old/Young Demos"

• Among respondents ages 65 to 74, a third say they feel 10 to 19 years younger than their age, and one in six say they feel at least 20 years younger than their actual age.

Pew Research Center Social & Demographic Trends survey
Adweek| July 27, 2009 "Marketing to Today's 65-plus Consumers"

• 66% of respondents said they had bought more green/fair trade products over the past year; however, 44% said that any increase in such purchases depends on price.

UBS report on consumer attitudes toward environmental concerns
Marketing:green| July 29, 2009 "Redefining Value"

• The Dos Equis "Most Interesting Man in the World" campaign is working. With imported beer sales dropping 11% Sales are up 17%, moving the brand up to 8th place among imports, tied with Stella Artois.

National Post| August 7, 2009 "Dictating doesn't pay"

• 77% of teens and tweens say rely on friends to find out about new brands
• 71% learn about these goods in-store
• 51% do so via TV ads

Pangea Media
WARC| August 10, 2009 "TV, word-of-mouth influence young consumers" (subscription may be required)

• Advertising is more sensitive to business-cycle fluctuations that the economy as a whole, with an average co-movement elasticity of 1.4, meaning that a 1% increase (reduction) in the cyclical component of GDP translates, on average into a 1.4% increase (reduction) in the cyclical component of the demand for advertising.

Journal of Advertising Research| June 2009 "Advertising Impact Generalizations in a Marketing Mix Context (subscription required)

According to David Poltrack, chief research officer, CBS Corp., online video as a revenue generator for TV may have potential:

• "With as little as five minutes of ads [per hour of online video], you could generate the same revenue as live TV viewing."

--David Poltrack, chief research officer, CBS Corp., president, CBS VISION
Broadcasting & Cable| August 3, 2009 "TCA: CBS' Poltrack Says Online Video Will Drive Second Revenue Source for Broadcast"

• Boomers spend, on average, 9.5 hours a day on "screen" time activities -- e.g., television, computer, mobile phones, video games -- with the largest percentage of time spent on television
   
• 77% of Boomer's daily viewing occurs between 7:30 pm and 11 pm

Forrester Research
Engage:Boomers| August 3, 2009, "Integrated Media Strategies Are Necessary"

The King of Floors sales are booming thanks to low-cost TV ads:

• Retail sales are up 15% year over year
• Recently, the small business owner shot six spots in 45 minutes for less than $1,000

Financial Post| July 28, 2009, "King of bargaining"

• 86% of women and moms say it is important for companies to support a cause.
• 69% of moms stated they will try a brand because it supports a cause,
• and 58% will actually pay more for a brand that supports a cause she cares about.

2008 Barkley Cause Survey
Engage:Moms| July 29, 2009, "Just Cause: Finding the Perfect Cause-Marketing Fit"

• 78% of senior executives at large companies -- those with 1,000-plus employees -- reported being somewhat or very confident about achieving revenue growth in 2010.
   
• Looking beyond 2010, 87% of executives were very confident in their prospects for growth through 2012.

Report from Forbes Insights - custom research practice of Forbes Media - and Gartner Research.
Online Media Daily| July 22, 2009, "Study: C-Level Execs Readying For Economic Recovery"

• The most effective and audience-friendly ad product for short-form online video? A five-second pre-roll combined with a ten-second lower 1/3 ad unit.

According to "Project Inform," a study by MTVN in cooperation with marketing researcher InsightExpress
Online Media Daily| July 15, 2009, "The Most Effective Video Ad Unit? All of Them"

• Between 15 million and 20 million views for an eight-to-10 webisode series is considered a hit.

Brandweek| July 4, 2009, "Amid Upfronts, Brands Experiment with Web"

• The Bank of Canada said it estimates the Canadian economy will advance by 1.3% during the current July-September period, and 3% in the fourth quarter, both at annualized rates.

Marketing| July 23, 2009, "Recession is Over, Says Bank of Canada"

• TV viewers are spending that increased viewing time watching a relatively small percentage of the TV channels available to them - less than 14% on average. 

Nielsen's Television Audience 2008
MediaDailyNews| July 21, 2009, "TV Universe Expands, Share of Channels Tuned Does Not"

• Following magazines, broadcast TV is the most effective media at driving consumers to the web (17.8%).

American Advertising Federation (AAF)
Research Brief| July 21, 2009, "URLs Boost Magazine Ad Response"

Ad themes that resonate with the general public:

• "ads that are entertaining" (34%)
• "ads that are funny" (33%)
• "ads that make me stop and think" (30%)
• "ads that give me new information" (29%)

LinkedIn Research Network/Harris Poll
Adweek| July 20, 2009, "Poll Finds Ad People, General Public Out of Sync"

Consumers realize advertising pays the bills for much of the content they enjoy:

• 67% of respondents agree that "Advertising funds low-cost and free content on the Internet, TV, newspapers and other media."
   
• 67% also agree that "By providing me with information, advertising allows me to make better consumer choices."
   
• Most even confessed to enjoying advertising, with 66% agreeing that "Advertising often gets my attention and is entertaining."

Nielsen
Adweek| July 15, 2009, "Consumers Don't Hate Ads After All, Survey Says"

• TV still dominates as the No. 1 source for economic information:
  • 84% of the general pop. turn to TV and radio

Pew Internet & American Life Project
Online Media Daily| July 16, 2009, "Recession Fuels Use of Internet, Other Media"

• 1.5 billion applications have been downloaded in just one year with more than 65,000 apps and more than 100,000 developers in the iPhone Developer Program

Apple.com| July 15, 2009, "Apple's App Store Downloads Top 1.5 Billion in First Year"

• Forms of advertising that consumers trust somewhat or completely:
  • 90% Recommendations from people known
  • 70% Consumer opinions posted online
  • 62% TV
  • 61% Newspaper
  • 59% Magazines
  • 55% Outdoor
  • 55% Radio
  • 41% Search ads
  • 37% Online video ads
  • 33% Online banner ads

Nielsen Global Online Consumer Survey, April 2009
Research Brief| July 13, 2009, "Consumers Trust Recommendations From Friends Online, Opinions From Strangers"

• 20% of all word of mouth conversations refer to advertising
• There is a very strong relationship between media weight and advertiser word of mouth

Keller Fay Group research
Jack Myers MediaBizBlogger| July 15, 2009, "Can We Plan Media for Word of Mouth?"

• PVRs (personal television recorders) give viewers the ability to watch more TV. People watch 17% more TV at normal speed and more ads.

PwC Payback Study
thinkbox.tv| June, 2009, "7 Killer Facts About TV Advertising"

• If brands cut their TV advertising budget there is a 73% chance of damaging brand value; but increase investment in TV and there is a 67% chance of raising brand value.

PwC Payback Study
thinkbox.tv| June, 2009, "7 Killer Facts About TV Advertising"

• One-third of baby boomer males are the main household grocery shopper, up from 20% ten years ago. About half (46%) of these men are willing to purchase brand names over store brands, compared with about 26% of women.

NMI survey
MediaPost Publications| July 7, 2009, "Marketers Would Do Well To Target Boomer Men"

• 37% of people consider TV ads the most helpful in making purchase decisions.

AdweekMedia/Harris Poll survey conducted by Harris Interactive
RadioInk| July 6, 2009, "Survey: Most Pay Attention To Radio Ads"

• In the U.S., General Mills, the marketer of Cheerios and Yoplait yogurt, reported retail sales increased 12% in the March-May period to $2.5 billion. The company also noted operating profits were up 30%, even with the 16% increase in marketing spend.

MediaDailyNews| July 6, 2009, "General Mills To Increase Ad Spending"

• 77% of U.S. internet users are watching online video; 43% are viewing weekly
• 34% of TV viewers user their computers half the time while watching TV*
• But according to Nielsen's recent Three Screen Report, people are watching 153 hours of TV in their living rooms compared to just three hours of online video.

Frank N. Magid Associates study
Online Media Daily| July 6, 2009, "Study: Web Video 'Protail' As Entertaining As TV"
*MediaDailyNews| July 6, 2009, "New Genre: Online Video Grows in Popularity"

• TV advertising pays back for longer. TV delivers 80% to brands in the year following any investment as in the year of investment itself.

PwC Payback Study
thinkbox.tv| June, 2009, "7 Killer Facts About TV Advertising"

• Total minutes spent on  social networking sites in has increased 83% year-over-year.

Nielsen
Center for Media Research| July 3, 2009, "Facebook Tops, But Social Networkers Fickle"

• What Ads Are Most Helpful?
  • 37% TV ads
  • 17% Newspaper ads
  • 14% Internet search ads
  • 3% Radio ads
  • 1% Internet banner ads

AdWeek/Harris Interactive survey
paidContent.org| July 2, 2009, "Want People To Look At Your Ad? Run It On TV, Not Online"

• Kraft sales for Cracker Barrel and P"tit Qu"bec have grown 13% and 24%, respectively, since the launch of TV ads in March.
   
• (This is the first TV campaign for both brands in nearly a decade)

Marketing| June 24, 2009, "Kraft Cracker Barrel Gets Boost From TV"

Considering all types of advertising, how interesting do you find current advertising?

• 8% said "very interesting"
• 47% "somewhat interesting"
• Just 13% said "not at all interesting"
• 66% of 18-34s were the most likely to find ads at lest somewhat interesting

AdweekMedia/Harris Poll
Adweek| June 22, 2009, "Assessing the Power of Ads"

• A Simpsons episode on Hulu has just 37 seconds of ads. A broadcast episode has nine minutes and produces three times the revenue per viewer at half the price.

Bloomberg.com| June 25, 2009, " 'Simpsons' Draws Higher Rates on Web as Ads Target Loyal Fans"

• 65% of Canadians age 18-49 consider TV to be the most influential media

CARTT| June 22, 2009, "TV Advertising Delivers, Survey Finds"

• The internet falls far behind television as a source of new program awareness, at about 15% recall vs. 94% for TV ads.

E-Poll Market Research study
RBR/TVBR| June 15, 2009, "New TV programs this fall face an uphill battle"

• Based on click-through rates, pre-roll video ads are 8-25 times more effective than in-banner ads, according to web video company BBE.
   
• A study of more than 100 campaigns with nearly 65 million pre-roll impressions showed pre-roll video completion rates of around 80% for both 15- and 30-second streaming video advertising, according to Tremor Media.

Online Media Daily| June 17, 2009, "Pre-Roll Ads Get More Bang For the Buck Than In-Banner, Study Finds"

• Free VOD accounted for 74%, while subscription VOD accounted for 23%; and transactional on-demand accounted another 3%.

Rentrak, an audience measurement firm
Multichannel News| June 15, 2009, "VOD Orders Climbed 21% in 2008: Report"

• TV paid back an average 4.55 times in increased sales; 30% more than press, the only other media channel to show consistent payback.

PwC Payback Study
thinkbox.tv| June, 2009, "7 Killer Facts About TV Advertising"

• Unlike other media, where larger numbers of viewers lead to higher advertising revenue, high-volume traffic on the web hasn't translated into big money.
   
• Advertisers in short-form internet video pay about $10 to reach every 1,000 viewers, so even a video that gets watched more than one million times -- a big hit by web standards -- might not generate more than $10,000. Three- to five-minute-long "webisodes" cost $5,000 to $25,000 to produce.

Los Angeles Times| June 15, 2009, "Hollywood hits the stop button on high-profile web video efforts"

• In contrast to online ads, TV and magazine ads generated a strong propensity to be seen and recalled. Full-page, four-colour magazine ads were determined to have 83% of the value of a 30-second television commercial, while a typical internet banner ad has 16% of the value.

McPheters & Co.
MediaDailyNews| April 2, 2009, "CBS, Conde Nast Find Online Banner Ads Worth Only 16% of a TV Spot"

• Only 26% of online Canadians are aware of Twitter
• 6% report using the social networking tool (or about 1.45% of the internet population)

Ipsos Reid| June 11, 2009, "What's all That Twitter About - A Lot About Nothing?"

• 17% of viewers would be interested in watching 3-D movies in their homes

NPD Group
TWICE| June 9, 2009, "NPD: 3-D At Home Interests 17% of U.S. Consumers"

• While many of the real estate industry's biggest players are scaling back their TV buys due to economic realities, the RE/MAX share of voice for national TV advertising jumped from 50% in 2008 to 99.9% in Q1. RE/MAX remains committed to being visible where consumers still spend a significant amount of their leisure time " in front of a television set.

RBR/TVBR| June 9, 2009, "RE/MAX rolls out new straight-talking TV ads"

• Time spent watching online video sits at 3 hours/month.
• Time spent on traditional TV just keeps on increasing, to almost 153 1/2 hours/month.

Nielsen A2/M2 Three Screen Report
VideoNuze| May 26, 2009, "Video Behavior Changes Suggest "Evolution," Not "Revolution For Now"

• The adoption of HDTV generally leads to greater usage of television. In the short run, live TV viewing accelerates by more than twice as much among those who have recently acquired a new HDTV.

Video Consumer Mapping Study, 2009
Online Media Daily| June 03, 2009, "Study Finds Online Video Usage Dramatically Overstated"

• Viewers with incomes of $100,000+ have around a 130 index for scripted shows versus around a 92 index for reality TV.

Experian Simmons research
MediaDailyNews| June 2, 2009, "Show Me: Reality Outpaces Scripted Faire in Key Engagement Categories"

• Jay Leno's new show costs one-fifth the amount of an equivalent hour-long drama and remains profitable even at lower audience levels.

The New York Times| June 1, 2009, "A Revolution in Prime Time, but Will It Work?"

• Cable subscribers aren't actually demanding new ways to interact with their TV.  74% of cable subscribers gave their current remote an 8 or higher on a 10-point scale, with 10 being the most satisfied.

Comcast poll of 800 cable subscribers
Multichannel| May 25, 2009, "Remote Revolution"

• Media that moms are using daily the most are television (74%) and email (73%).

Nielsen Moms Annual Media Survey, 2008 Report
Center for Media Research| May 11, 2009, "Working Moms Turn To Technology"

• When it comes to technology, women are more likely to be enamoured of Apple than Microsoft. Apple with a 20% 'admiration' vote outscored Microsoft by more than half. Only about 10% of women reported that they admired the PC giant.
   
  • Why was Apple at the top of the list? Women said:
    " Apple products were innovative, catchy and diverse
    " Apple continually improves upon or develops new products
    " Apple makes cool, fun stuff and can be trusted.

Solutions Research Group, "Women & Digital Life"
BizReport| May 28, 2009, "Report: Apple tops female tech lists"

• Shipments of flat panel TVs in the US and Canada amounted to 7.8 million units in the first quarter of 2009, up 17.3% from 6.6 million during the same period in 2008

According to retail research firm iSuppli
RBR/TVBR.com| May 27, 2009, "TV sales hold up in tight economy"

• 48% of adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Conversely, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business.

Ad-ology research study, "Advertising's Impact in a Soft Economy"
Center for Media Research| May 25, 2009, "Advertise or Die"

• 8% of households watch repurposed TV shows online
• 24% watch news clips
• 20% view user-generated clips on YouTube
• 15% watch sports news or highlights

Leichtman Research Group
The Hollywood Reporter| May 22, 2009, "Survey: Only 8% of teens watch TV online"

• Research by PwC has shown that, on average, TV advertising returns 4.5 times what you invest. No other form of advertising is so effective.

The Independent| May 11, 2009, "TV Dead? Far From It, We're Keeping All The Others Alive"

• 82% of consumers expect companies to focus on the environment even in the midst of a recession and 67% say a friendly green perspective would influence their purchases.

WARC| May 2009 "Why Smart Environmental Marketing is Good for Business and the Planet" (subscription required)

All TV/Video Viewing Time:

• 99.1% Watching TV at home
• 0.8%   Watching video on internet
• 0.1%   Watching video on mobile phone

Nielsen Online, February 2009
Media Matters| May 15, 2009, "Alternate forms of TV are a mere drop in the bucket so far"

• Sure, search and email marketing can work wonders. But traditional TV can give you 30 million viewers in just one 30-second period in American Idol - DVR issues aside.
   
• American Idol reached more than 2 million Canadian viewers during the week of May 11-17, 2009, according to BBM.*

TVWatch| May 11, 2009, "Google Needs Traditional TV Ad To Sell A Product: Its Own"
*Marketing Magazine| May 25,2009, "Grey's Anatomy Finishes Its Season On Top"

• 84% of consumers are influenced by online customer reviews.

Opinion Research Corporation
BizReport| April 16, 2009, "84% of Americans influenced by online customer reviews"

• 83% of the online population uses some form of social media, but less than 5% of social media users regularly turn to social networks for "guidance on purchase decisions."

Knowledge Networks' "How People Use Social Media"
OnlineMediaDaily| May 20, 2009, "Social Media Fails To Manifest As Marketing Medium"

• "Roughly 80% of homes during primetime only have one television set turned on. Families do want to watch television together, and are looking for comedies that fit that mold."

--Steve Sternberg, executive VP for audience analysis at Magna
TVWeek| May 13, 2009, "A Funny Thing About the Shortage of Comedies"

• One in four young people between ages 12-24 report that they first see or hear of brands or products from TV ads, and 60% claim that TV ads play a role in their brand decisions.

Study by MTV Networks International, reported by Marketing Charts
Center For Media Research| May 13, 2009, "TV Elevates Brand Status and Quality With Young People"

• One-third of search queries for a particular brand were driven by offline advertising, particularly television with a higher proportion than that driven by on online display advertising.

Media Marketing Assessment study
RBR/TVBR| May 7, 2009, "TV: The Medium of Choice in a Recession?"

Why successful online shoe retailer Zappos is focusing on TV advertising in 2009:

"Even though we have 10 million customers, our reach is pretty limited in terms of [the percentage of] the population who knows about us. We want to make sure that more people know who we are."

--Aaron Magness, Zappos" business development manager
Footwear News| May 4, 2009, "Zappos Milestone: Marketing"

• A Super Bowl TV ad for Hulu was directly responsible for increasing the online video portal's business by 49%.

Advertising Age| May 8, 2009, "Hulu's traditional TV Ads Lure TV Viewers Away"

What is the most effective tone for advertising during a recession?

• Picking from a menu of five choices, respondents gave an outright majority of the vote (52%) to "a focus on value." "Empathetic realism" was a distant runner-up, at 15%.

AdweekMedia Poll of LinkedIn members
Adweek| May 7, 2009, "In a Downturn, Ads Should Focus on 'Value' "

• 90% of people are reached by TV yesterday, which accounts for 53% of all media hours (among TV, newspaper, radio, magazine, and internet)

TVB (US) Media Comparison Study 2008
RBR/TVBR| May 7, 2009, "TV: The Medium of Choice in a Recession?"

People want to feel good about what they buy and the companies that sell to them:

• Example: At Home Depot, there were two bins of firewood, same wood, same price. One was labeled "Forest Stewardship Council"; the other was not labeled. The Forest Stewardship Council sold more than two times more successfully. When the price was raised on the "branded" wood, it still realized a 37% increase in sales.

2007 survey by Jem Bendell and Anthony Kleanhous, "A Deeper Luxury: Quality and Style When the World Matters"
Marketing:green| May 6, 2009, " 'Eco-Luxury' -- Take It To Heart"

NBC, Knowledge Networks study in regards to the Beijing Olympics:

• Only 1% of NBC's average daily unduplicated viewers used internet and/or mobile platforms and did not watch TV. Watching online did not take away from TV viewing. It was an unduplicated audience.

MediaPostBlogs| May 1, 2009, "Primal Screen"

• 52% of people think of their TV as a necessity

PewResearchCenter| April 23, 2009, "Luxury or Necessity? The Public Makes a U-Turn"
TV Board| April 24, 2009, "When did TV Become A Luxury?"

• 73% of people say they watch shows on more than one platform

Accenture study
MediaDailyNews| April 21, 2009, "Eyes Wide Open: Video Usage Up, More Watch Cross-Platform"

• In three years, traditional TV will still be consumed 98 times more than online video.

Magna forecast of online video
TVWatch| April 28, 2009, "Online Video Growing -- But Very Slowly" (free registration)

• HDTV screen adoption amongst Canadian Anglophones and Francophones has tripled since 2004, up to 37% 28% respectively, in 2008.

2008 Media Adoption Report - more tech stats
Mediacaster| April 13, 2009, "The Media that Matter Most: HDTV, Podcasts, MP3s" (subscription required)

Knowing why social media is used can improve a brand's success in an already treacherous environment:

• 60% of people say they like to use the ability of social media to communicate with companies and be involved with a brand

Study by integrated marketing agency TMW
BizReport| April 7, 2009, "Study: Discovery drives social media use"

• 21 million Canadians viewed more than 3.1 billion videos online in February, and the average Canadian online video viewer spent 10 hours viewing videos.

ComScore's Video Metrix data reports on the Canadian online video market
Media In Canada| April 22, 2009, "Canada ranks highest in online video viewing, ComScore reports"

• Consumers are returning to the basics such as eating at home, spending time with family and even gardening. There is a 19% increase in the number of people who plan to plant a garden this year. Although the recession is clearly a driver, consumers are also being driven by lifestyle concerns issues such as health and the environment.

Survey from the National Gardening Association
Marketing:green| April 22, 2009, "Earth Day In A New Era"

• Consumers are still using traditional means to find content they would like to watch. These include commercials (selected by 40% of respondents), channel surfing (33%), recommendations from friends and family (30%) and TV listings (28%).

RBR/TVBR| April 21, 2009, "Television viewing becomes increasingly fragmented with consumption"

• 65% of tween and teen users prefer to watch TV shows live
   
• Television still influences their buying decisions. Sixty-six percent say they downloaded music because they heard it on a show; with 30% saying they purchased clothes because they were seen on a TV character.

Study by Pangea Media and Ypulse
MediaDailyNews| April 21, 2009, "Study: Teens Love Live TV" (free registration)

• 80% of consumers say advertising helps boost awareness
   
• Overall, TV was argued to influence consumers 54% of the time at the "awareness" stage, a figure that dipped slightly to 49% when they actually bought products.

Yankelovich & TVB (U.S.)| April 15, 2009, "How Media Works: Advertising and the Purchase Funnel"
WARC News| April 17, 2009, "US consumers influenced by ads"

• In the late nineteen-twenties, two companies"Kellogg and Post"dominated the market for packaged cereal. When the depression hit, Post did the predictable thing: it reined in expenses and cut back on advertising. But Kellogg doubled its ad budget, moved aggressively into radio advertising, and heavily pushed its new cereal, Rice Krispies. By 1933, even as the economy cratered, Kellogg"s profits had risen almost 30% and it had become what it remains today: the industry"s dominant player.

The New Yorker| April 20, 2009, "Hanging Tough"

TV ads for Apple apps work:

• The Shazam (music search) and Lose It (calorie-counting) apps got a boost by being featured in iPhone commercials. They ranked among apps used most often -- cited by 7% and 5% of users, respectively.

Online market research firm Compete
OnlineMediaDaily| April 13, 2009, "What iPhone Apps Are Used Most? Hint: Not Games" (free registration)

• "Time spent" analysis of online advertising found that 300 x 250 "medium rectangle" ads averaged 13 seconds of "viewing" exposure per user served vs. only 5.4 seconds for leaderboards and 1.9 seconds for skyscrapers.

Social media ad optimization firm Lotame
OnlineMediaDaily| April 7, 2009, "Finding Yields New Angle On Rectangle, Reaps Far More Use Time Than Leaderboards, Skyscrapers" (free registration)

• In January 2009, after the introduction of Hyundai Assurance, Hyundai"s sales were up more than 14% over January 2008.

brandchannel.com| April 6, 2009, "Marketing Strategies that Build Value"

• When times are tough, people turn more often to local TV for news. 99% of viewers say they are turning to local TV news at least as much as or more frequently than in the past due to the troubled economy.

Study by Frank N. Magid Associates for Hearst-Argyle Television
Mediaweek| April 5, 2009, "Study: Viewers Turn to Local TV News in Tough Times"

• PVR penetration is lower in Canada than in the U.S. (roughly 13% versus 31%)
   
• The average TV subscriber home paid $55 month for cable service and watched an estimated 240 hours of TV, equating to roughly 23 cents an hour.

Convergence Consulting Group, April 2009
Marketing Magazine| April 8, 2009, "Online TV Accounts For 1.6% of Canadian TV Ad Spend: Study"

• (32%) of internet users' online time is spent communicating.
   
• The definition of entertainment online is changing from an "entertain me" standpoint to include hanging out with friends online and sharing opinions and information - socializing.

BizReport| April 7, 2009, "Time spent social networking up 93%"

• 99% of three-screen time (TV, online, and mobile) is TV. Even among adults 18-24, TV represents more than 98%.

The Council for Research Excellence| March 26, 2009, "Video Consumer Mapping Study"

In response to the 2001 recession:

• [iTravel2000] responded with a national marketing campaign. We increased our marketing budget by a minimum of 100%.
   
•  The company grew by 47% in 2002 when the overall market declined by 30%.

Profit magazine| March 2009, "Recession Strategies"

• People aged between 18-24 watched only 5.5 minutes of "computer video," daily compared with 209.9 minutes of live television. DVR playback accounted for 17.2 minutes a day.
   
• Across all ages groups, live television still accounted for 309.1 minutes of viewing a day compared to only 14.6 minutes of playback TV and 2.4 minutes daily spent watching online video.

Video Consumer Mapping Study from the Council for Research Excellence
Broadcasting & Cable| March 26, 2009, "Research Report: Youngsters Not Abandoning Live TV"

• NBC says 94% of its visitors "always or usually" watch an entire episode on NBC's streaming video player, NBC Rewind.
   
• Over half of its recent fourth-quarter visitors to NBC Rewind co-viewed an episode at some point. Of that group, NBC says 30% "always or usually" watched with someone else.

MediaDailyNews| March 25, 2009, "NBC: Viewers Loyal To Online Viewing" (free registration)

• 90% of time-shifted viewing occurs within three days of broadcast, and DVRs boost viewing by 21% in the key 18-to-49 demo.

Nielsen
MediaDailyNews| March 25, 2009, "First 'L3' Data Reveals DVRs Boost Local Station Ratings" (free registration)

• 80% of network video downloaders favour watching ads in exchange for free video.
   
• 69% of network video streamers either watch the pre-roll ads before the video or listen to those ads while doing something else on the computer.
   
• 17% of network video streamers have forwarded a link to a commercial or advertiser video.

Knowledge Networks report
Adweek| March 24, 2009, "Poll: Network-TV Streamers Are Ok With Ads"

When it comes to local news, more people say they get that news from local television stations than any other source.

Pew Center for People & the Press, March 2009 
Center for Media Research| March 24, 2009, "Hold 'em or Fold 'em" (free registration)

The living room remains a preferred destination for video viewing due to emerging technologies such as HDTV, DVR, and Blu-ray. Among those adults who actively stream and download video content:

• 20% of the video content they consume is viewed on a PC
   
• 75% video consumers say they would find it "very" or "somewhat reasonable" for advertising to be included in the free digital distribution of full-length TV shows

Center for Media Research| March 19, 2009, "Streamed Video Advertising Ok, But Expected To Be Free" (free registration)

• 55% of individuals who said they had seen more advertising from their financial institution lately said they had "complete confidence" in its financial health, with only 18% saying they had "little or no confidence."

Nielsen IAG study
Broadcasting & Cable| March 19, 2009, "Nielsen AIG: Ad Boosts by Financial Services Companies Could Keep Consumer Confidence"

Mobile Video:

• 55% of respondents said they are interested in mobile TV and video, and 78% said they expect an increase in usage by 2010.
   
• 30% of consumers watch TV and video on their mobile device when at home, up from 11% in 2008. Consumers also continue to show a preference for "snacking" on content, according to the survey, instead of setting aside dedicated viewing times. For example, 25% of respondents view content in between daily activities, 16% while in transit and 11% while waiting in line.
   
• Of those who watch mobile TV and video, 45% said they have spent 11 to 30 minutes watching a TV show or movie on their mobile phone and 30% said they have spent 31 minutes or longer doing so.

QuickPlay Media survey, a Toronto-based provider of mobile TV and video services
Multichannel News| March 10, 2003, "Mobile TV Hampered By Perceived Cost: Survey"

• Active reach social networking in what Nielsen defines as "member communities" now exceeds e-mail participation by 67% to 65%.
   
• Social media now accounts for almost 10% of internet time.

Nielsen study
Adweek| March 10, 2009, "Nielsen: Social Nets Overtake E-mail"

• Top computer activities are checking news (72%) and instant messaging (49%)

CABA 2008 State of the Connected Home Market Study
Mediacaster| January 21, 2009, "Researchers Describe Digitally Connected Home"

• Brands that do not discount achieve a positive halo among many consumers. 64% of those polled said they assume the product is either extremely popular or a good value if they maintain their price.

Yankelovich study, Dollars & Consumer Sense 2009
Brandweek.com| March 11, 2009, "Report: Discounting Damages Brands"

• The top five reasons that young consumers gave for joining a brand or fan group were to "get news or product updates" (67%), "view promotions" (64%), "view or download music or videos" (41%), "submit opinions" (36%) and "connect with other customers" (33%).

Study by The Participatory Marketing Network and the Lubin School of Business' Interactive and Direct Marketing Lab at Pace University
Online Media Daily| March 11, 2009, "Study Shows Gen Y Wants More Control In Email Exchanges"

• In the next 12 months, HDTVs are the most sought after consumer electronics product to purchase across all age groups. Laptop PCs are the second most sought after product.

TNS Compete and the Consumer Electronics Association joint study, Greying Gadgets: How Older Americans Shop for and Use Consumer Electronics
Research Brief| March 11, 2009, "Older Americans Not Out of It" (free registration)

• Of the largest 50 U.S. retail banks from 2006 through 2008, the top 25% highest-performing banks are those with TV-heavy buys.

report from financial-services research firm Aite Group
Advertising Age| March 12, 2009, "Banks That Spent the Most on TV Ads Performed the Best" (subscription may be required)

Monthly time spent (hours:minutes, users 2+)

• 151:03  watching TV in the home
•     2:53  watching video on internet

Nielsen's A2/M2 Three Screen Report
Nielsen News Release| February 23, 2009, "TV, Internet and Mobile Usage in U.S. Keeps Increasing"

• Nielsen estimates that 5% of the cell phone population, access video via their phone each month.

Center for Media Research| February 23, 2009, "Mobile Internet Predicted Up in '09, But Not Ads" (free registration)

• Sales of Miller's High Life beer jumped 8.6% during the week following the Super Bowl vs. the same period a year earlier and were up 5% during the week before the game.

Advertising Age| February 23, 2009, "High Life's One-Second Spots Yield 8.6% Sales Boost After Super Bowl" (subscription required)

• In the fourth quarter of 2008, people watched more than 151 hours of TV per month, a new all-time high--a 3.6% gain versus the same period a year before.

The Nielsen Co.
MediaDailyNews| February 23, 2009, "Nielsen: Cross-Platform TV Viewing Rise In Tough Times" (free registration)

• "The advertising markets are softening--and for the same dollars, we're buying more delivery." That, in turn, has led to "improving our shares of voice" in multiple categories, says Procter & Gamble's CEO A.G. Lafley.
   
• In 2009, the company expects organic sales growth of 2% to 5%.

MediaDailyNews| January 30, 2009, "Giving Voice: P&G Bullish On Ad Spending" (free registration)

• Six of the 10 most-viewed commercials seen in DVR playback mode during 2008 were spots for theatrical film releases.

TiVo study on network and cable TV commercial viewing habits
Adweek| January 21, 2009, "TiVo: Movie Ads Pop on DVR Playback"

• The most common way that viewers find videos is direct navigation to a video site. A full 45% of all video views were completed by consumers who go to YouTube, for example, and run a search--or click around the featured or related videos.

TubeMogul
OnlineMediaDaily| February 12, 2009, "Study: Social Networks Drive Video Views" (free registration)

• Google says that when TV programmers pay for a search ad link--which usually appears above the organic results, or to the right of the organic results--there is a 25% increase in the likelihood that viewers will tune in to a new show. As well, there is a 20% lift for any existing show.

MediaDailyNews| February 11, 2009 "Google: Paid Search Drives TV Tune In" (free registration)

• Audi will spend 15% more on marketing this year than 2008, including events, online and media to send the message that this is a brand that is moving forward and is active

Advertising Age| February 2, 2009, "Thinking Big Takes Audi From Obscure to Awsome" (subscription may be required)

• The industry click fraud rate climbed to 17.1% in the last quarter of 2008 versus 16.6% a year earlier

Click Forensics
OnlineMediaDaily| January 28, 2009, "Click Fraud Rates Hit Two-Year High" (free registration)

• CBS's TV.com posted a 263% increase in unique viewers in January, according to new data from Nielsen VideoCensus
   
• To better compete against Hulu, the joint video venture between NBC Universal and News Corp, CBS is in the process of bolstering the platform with social-networking features

MediaDailyNews| February 17, 2009, "CBS' TV.com Sees Rise in Viewership" (free registration)

• In fall 2008, Nielsen IAG analyzed the effect of fewer commercials and found that brand recall was 22% higher for "Fringe" than for "prime time"s most involving dramas"

The New York Times| February 13, 2009, "Fox TV's Gamble: Fewer Ads in a Break, but Costing More"

• Almost half of adults turn to TV for economic news. And 64% of them think the coverage there is good to excellent.

The Donald W. Reynolds National Center for Business Journalism, in collaboration with the Behavior Research Center
RBR/RVBR.com| February 11, 2009, "Television is top source for economic news"

• South Carolina station WCSC sent out 1,000 letters, inviting local businesses to attend seminars at a pair of Charleston hotels in mid-January"three days' worth of sessions trumpeting the merits of advertising on television versus other local media like the Yellow Pages and newspapers. Around 300 vendors showed up. The result: More than two dozen of them signed their first contract with broadcast television

Broadcasting & Cable| February 2, 2009, "Digging for Dollars"

Online advertisers are faced with a choice:

• The first option is placing display ads at very inexpensive rates, thanks to an overabundance of supply, but these disappear in the vast ocean of the web: some 4.5 trillion display ads were shown to U.S. internet users in 2008, according to comScore
   
• Or advertisers can use ads that resemble television commercials and match those to the online content that most resembles television

New York Times| February 8, 2009, "Why Television Still Shines in a World of Screens"

• We are so smitten with screens that we often can"t bear to choose one over another: 31% of internet use occurs while we"re in front of a TV set

New York Times| February 8, 2009, "Why Television Still Shines in a World of Screens"

Kelley Blue Book, which provides price quotes for automobiles, said consumers flocked to its website for information on Hyundai, Audi and Toyota vehicles after spots for the brands ran in the Super Bowl:

• Page views for the Hyundai Genesis saw an 82% jump on kbb.com
• Audi A6 had a 45% increase
• 13% bump for the Toyota Venza

MediaDailyNews| February 4, 2009, "Post Super Bowl, Car Site Traffic Spikes"

• 30% of viewers who plan to watch the Super Bowl said seeing the telecast's commercials makes them more likely to visit an advertiser's website
   
• 21% of those who expect to tune in said they'll watch "exclusively or predominantly for the commercials." Another 34% said they'll be as interested in the commercials as they are in the game itself.
   
• Women were much more likely than men to say the commercials are what attract them to the show (31% vs. 11%)
   

Advertising/marketing/consulting firm Hanon McKendry
Adweek| January 30, 2009, "Super Bowl Ad Drive Leads to Brand Sites"

TV advertising is the most influential media on buying decisions in:

• Japan 90%
• US 88%
• UK 84%
• Brazil 75%
• Germany 73%

Deloitte State of Media Democracy, January 2009
Center for Media Research| January 29, 2009, "More Entertainment on Computer Than TV for Millenials" (free registration)

• Hershey rode, in part, a 23% increase in spending in the recently completed fourth quarter to a net sales jump of 2.6% ($1.4 billion)

MediaDailyNews| January 27, 2009, "Good News: Hershey Ups Ad Spending" (free registration)

• Even though there's an increase in viewing of TV programs online, it currently does not appear to be negatively affecting the audience. In fact, it allows a younger audience, who because of lifestyle reasons are less available in home, to watch shows on a regular basis, to get engaged with the show. These audiences are migrating to the broadcast party
   
• The number of people streaming How I Met Your Mother this fall is up 65% from last fall, while the network TV audience for adults, 18-49, is up 24% and, for adults 18-34, it's up 17%

CBS data (interview with David Poltrack)
tvnewsday| January 27, 2008, "How Set-Tops, Streaming Help Local TV"

• Online audiences are spotty, fickle and distracted. Even the best web series have trouble getting numbers when they're not getting front-page promotion
   
• A series can lose 64% of their audience from the first to second episode

TubeMogul data
Advertising Age| January 26, 2009, "Web Series Still Struggle to Hold on to Audience" (subscription may be required)

• Almost one-half of time spent online is multi-tasking--44% of Canadians are online while conducting other activities such as watching TV or listening to radio

Ipsos Reid| January 22, 2009, "Normal Programming Will Resume Shortly... For Those That Notice?"

• Unique visitors--roughly akin to viewers in traditional television--averaged 8.3 million last year, an improvement of 34% vs. 2007
   
• Full-episode streams grew 25%, with short clips 66% higher at NBC

NBC data
MediaDailyNews| January 20, 2009, "Net Gains: NBC Viewership Soars On Its Web Site" (free registration)

• While other automakers pull back, Audi of America's marketing spend is 15% higher than last year
   
• From Q2 2006 through Q3 2008: awareness is up 15%, consideration up 44% and opinion 20%
   
• Audi will return to the Super Bowl in 2009 and will have a pair of new TV spots for the Academy Awards

Advertising Age| January 19, 2000, "Autos' '09 Plan: More With Less" (subscription required)

• Experts say Hulu owes most of its success to the elegance of its design and the strength of its content, including hit shows from Fox and NBC that air exclusively on Hulu
   
• 25% of Hulu's overall visitors engage in video-rating

BusinessWeek| January 19, 2009, "Online TV Sites Battle for Viewers"

• 67% of Canadians think humour makes an advertisement most persuasive, compared to 7% who say that sex sells

Institute of Communication Agencies (ICA) and Leger Marketing, Adosphere Report
Marketing Magazine| January 19, 2009, "Humour Trumps Sex in Ad Survey"

• Recall averages of :10s are proven to be 78% as effective as :30s, and nearly identical to :15s (78% vs. 80%)

RBR/TVBR.com| January 15, 2009, "Advertisers seeking national :10s"

• 65.1% of consumers 18-49 say their favourite advertisement was one that appeared on TV

TVB/BBM Analytics OmniVu October 2008

• 63% of consumers would like to share their opinions about a brand or product with a representative

Word of mouth marketing study conducted by OTX
TBR/TVBR.com| December 18, 2008, "Research supports value of brands engaging with consumers online"

• a third of adults aged 18-34 use the web for research prior to making a major purchase, and 9% don't trust companies or brands that don't have websites

Mindshare
Media in Canada| December 17, 2008, "Youth always connected, says Mindshare study"

• 84% of digital influencers go online to find out more about something only after first reading about it in magazines and newspapers or hearing about it on TV or the radio

MS&L survey of digital influencers
Advertising Age| December 15, 2008, " 'Digital Influencers' Get Info from Magazines, TV First" (subscription required)

Internet activities in previous 30 days:

• 23.3% watched online video
• 18.7% visited a TV network's of TV show's website
• 5.3% watched a live TV program
• 3.2% downloaded a TV program

Mediamark Research & Intelligence, (MRI)
Center for Media Research| January 8, 2009, "Downloading TV and Watching Video Online Biggest Gainers in 2008" (free registration)

• 46.3% of kids visited a site they saw or heard about in a commercial or advertisement. The older the child, the more likely he or she is to engage in the search after being exposed to an ad.

Mediamark Research
Media in Canada| January 8, 2009 "New study shows kids motivated by TV and print ads"

• 51% of all viewers would prefer to watch movies for free with advertising. Of the remaining 49%, half would only pay to watch movies if they were still in theatres.

US consumer study into HDTV purchase drivers by Oregan Networks
RBR/TVBR| January 7, 2009, "TV media browsing demand to rise"

• 53% of consumers say they would find it useful to be able to use new technology on the move.

WARC Online| January 2009, "Dynamics of the downturn"

• Eight in 10 online shoppers (81%) have read consumer-written product or retailer reviews when doing their holiday shopping this year.
   

• 71% of online consumers feel reviews make them more confident they are buying the right product.
   

• 55% indicated that they visited the website of a local brick- and-mortar retailer before visiting the physical store.

Nielsen Online holiday survey
Marketing Vox| January 5, 2009, "8 in 10 Online Holiday Shoppers Read Web Reviews"

• 77% of consumers believe that the media is making the economic situation worse by projecting fear into people's minds.

RBR/TVBR.com| January 2, 2009, "77% of Americans blame media for making economic crisis worse"

• Consumers who delete cookies from their computers can skew advertising data. If a cookie has been deleted you think you are reaching a new machine when you are really just delivering additional exposure. This results in an overstatement of up to 2.5 times in unique visitors and an understatement of frequency.

Gian Fulgoni, Chairman, comScore, Inc.
Center For Media Research| December 17, 2008, "A Potpourri of Advertising Generalizations" (free registration)

• Display ad click rates are under 0.1%, on search they run about 5%.

Gian Fulgoni, Chairman, comScore, Inc.
Center For Media Research| December 17, 2008, "A Potpourri of Advertising Generalizations" (free registration)

• Approximately 20% of word of mouth is stimulated by advertising.
   
• 21. 6 percent of conversations included some reference to advertising. Ad-influenced WOM is about 20% more likely to include an active recommendation to buy or try the product.

Ed Keller, CEO of the Keller Fay Group
Center For Media Research| December 17, 2008, "A Potpourri of Advertising Generalizations" (free registration)

• 66% of consumers do not plan to cut service-related costs and a majority (67%) would pay more for a better customer experience.

Amdocs, a customer experience consultancy, "Experience Matters Index"
Broadcasting & Cable| December 12, 2008, "Consumers Won't Cut Media Spending"

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"

Past Numbers