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

• Network television advertising revenues are up 6.2% in 2010. Driving the strength of the revenues was a strong upfront where prices rose and 80% of commercial inventory was sold. Since then then the scatter market has been hot, with prices running 20% higher than the upfront.

Broadcasting & Cable, December 6, 2010 "UBS Conference: CBS Forecasts 3.4% Gain In Broadcast Ad Revenues"

• Marketers' total U.S. advertising and communications spending is forecast to increase 3.2% in 2010 and an additional 1.2% in 2011
• 5.8% of broadcast network revenues are forecast to be generated from digital assets in 2011

Jack Myers Media Business Report | December 6, 2010 "U.S. Advertising and Marketing Expenditures forecast 2010-2011" (subscription required)

• 81% cited local TV news as the "most important" news source among local, network broadcast and cable TV news. And it also was cited as the most important TV source for weather information.
• Local TV news is relatively "DVR-proof," with only 17% of respondents cited having recorded local TV newscasts for later viewing.

Hearst Television study by Frank N. Magid Associates
TVNewsCheck | November 30, 2010 "Ads In Local News Driver Greater Awareness"

• Over the past three months the number of multichannel households dropping subscription TV, but retaining broadband netted out to 0.11% of the television population.
• People who were heavy or medium sports viewers showed zero cord cutting.

ESPN study
RBR/TVBR | December 6, 2010 "Two studies see little impact from cord-cutting"

• Local TV news ranked first " at 49% " among program genres selected by viewers when asked which type of program "is a major part of my daily routine."

TVNewsCheck | November 30, 2010 "Ads In Local News Drive Greater Awareness"

• When comparing 15 and 30-second pre-roll ads, a longer ad lead to a 10-percent drop-off in video completion (VCR), while there was an 11-percent increase in click-throughs (CTR).

NewTeeVee | November 29, 2010 "Study: For Ads, Length Matters Less Than Relevance"

• Only 10% of consumers express an interest in viewing a TV show and movie viewing from the internet, viewed on a laptop, computer or tablet screen.

MediaDailyNews | November 29, 2010 "Status Quo: Pay TV Users Keep Cable, Satellite Subscriptions"

Little evidence of people abandoning subscription TV services:

• Only 1% of those survey reported dumping their pay TV provider in favour of accessing online video and only 2.5% of consumers claimed to be using internet video content as their exclusive source of video. Only 3% of consumers noted that they were even considering cancelling traditional multichannel services.

Broadcasting & Cable | November 30, 2010 "Magid Study Finds Little Cord Cutting"

• Tommy Hilfiger is boosting their ad budget this year by 60% in the second half of 2010 in order to run television ads.

Financial Post | November 24, 2010 "FP Marketing: Tommy Hilfiger goes back to TV ads"

• As Baby Boomers are aging and accumulating wealth, their spending is growing at a pace that's leaving younger generations behind. Spending by consumers age 50 and older was up 45% in the past 10 years.

USA Today | November 16, 2010 "Big-spending Boomers bend rules of marketing"

• In August 2010, three-quarters of TVGuide.com users updated their facebook status while watching television.

PC World | November 11, 2010 "TV Execs: Social Media Influence Still Anecdotal"

• Only a third of Canadians expect to be retired before they turn 65, and almost a fifth expect to be working after they hit 70 years old.

Media In Canada | November 8, 2010 "Baby boomers set to usher in a new retirement"

• From 2007 to 2010, the average age of a new car buyer rose from 52 to 56.

USA Today | November 16, 2010 "Big-spending Boomers bend rules of marketing"

• 84% of watchers who have internet-connected TV sets or other devices are still watching a heavy dose of network TV shows the old-fashioned way.
• Of those surveyed, 92% have regular cable systems video packages.

The Nielsen Company
MediaDailyNews | November 15, 2010 "Internet Or TV: Americans Are Watching Mega-TV"

• Two-thirds of all brand-related conversations are positive toward the brand; less than ten percent of the time is it negative. (The rest is either "mixed" or "neutral.")

Keller Fay Group
MediaBizBloggers | November 9, 2010 "Two-Thirds of all Brand Related Word-of-Mouth is Positive"

• Canadian teens ages 12-17 spend 3.2 hours per day with television

BBM Canada | September - August 2010 viewing data

• Television effectiveness and consumer influence at all points through the purchasing funnel remain dominant among all media. Share of media influence remains high -- a 71.0 share in the awareness stage; 67.7 share at the interest stage; 62.7 for consideration; 65.0 in the want-to-purchase stage; 61.0 when at a website or store; and 59.7 share in the actual purchase stage.

Futures Company and TVB US Purchase Funnel study
MediaDailyNews | November 9, 2010 "Media Big Spur To Purchasing, TV Remains Key"

• Broadcast television networks are projected to generate 4.1% of their advertising revenues from digital media in 2010 and 23% in 2020.

Jack Meyers Media Business Report | November 8, 2010 "Exclusive Myers Analysis: Digital will Surpass 50% of Total Advertising Investments in 2020" (subscription required)

• Results from the IPA's database of 880 marketing campaigns has found that emotionally-oriented campaigns generate twice as much profitability as traditional, "hard-sell" rationally-oriented campaigns.

MarketingDaily | November 10, 2010 "Leading With Price Will Kill Your Advertising"

• Total marketing expenditures, which grew only 7% between 2000 and 2010, is forecast by Myers to grow 23.4% between 2010 and 2020 on the strength of digital expansion and integration.

JackMyersThinkTank | November 9, 2010 "Media's Beachfront Property Values are Growing Again as Digital Pennies Become Digital Dollars"

• 47% of companies say they are "not able to measure" their campaigns and that "the jury is still out" on the value gained from their social media investment.

Econsultancy survey
Mashable | November 5, 2010 "How To: Calculate the ROI of Your Social Media Campaign"

• 93% of shoppers say they"ve changed their shopping behaviour"with 17% opting for cheaper brands.

PriceWaterhouseCoopers/Kantar Retail study
Brandweek | November 3, 2010 "The 'Aspirational' Consumer: R.I.P."

• 88% of the men say they believe it is important for companies to support causes
• 68% of marketing executives have no current plans to aim cause marketing efforts at men

PR Cause survey
The New York Times | November 2, 2010 "Men Will Pause for a Cause, Survey Suggests"

• In surveys among voters, more than 75% say they get much of their information regarding elections from TV.

Advertising Age | November 1, 2010 "What Internet Election? Why Online Advertising Didn't Matter in 2010"

• 8 out of 10 Boomers think the advertising they see -- on shows they watch and websites they visit -- is intended for younger consumers

Google/Nielsen Consumer Study, Summer 2010
Engage:Boomers | October 25, 2010 "Making Advertising Relevant To Boomers"

• Internet sites fetch less than 2% of the total media spend by U.S. political candidates.

LA Times | October 29, 2010 "TV still the favored medium for political ad spending"

• CW network has confirmed that online fans of "Vampire Diaries," "Gossip Girl" and other fare in September watched fully 95% of the commercials that accompanied the streaming of the show to completion.

Advertising Age | October 25, 2010 "CW Says Study 'Dispels Myth' About Aversion to Ads in Online Video"

• Click fraud for online advertisements was 22.3% in the third quarter, ending Sept. 30.

Click Forensics
Online Media Daily | October 20, 2010 "Report: Click Fraud Reaching New Heights"

• 34% of the 18-34-year-olds said they find TV advertising the most helpful when deciding what to buy

AdweekMedia/Harris Poll
Adweek | October 18, 2010 "Which Kind of Ads Do Folks Find Most Helpful?"

• Roughly 90% or more TV viewers have no issue, they're neutral to positive, with content integration.

Media In Canada | October 14, 2010 "The new promise of TV: Atomic 2010"

• Only 14% of U.S. TV commercials seen are HD
• 15% of Canadians see HD commercials*

Extreme Reach, a video advertising management and distribution company
MediaDailyNews | October 22, 2010 "HDTV Sets Abound, HD Commercials Lag"
*TVB data

• 21% of U.S. consumers utilize their video game systems to view conventional TV/movie content via their consoles. Using them to play DVDs (17%) is currently their No. 1 option, but a significant percentage also is using them to view content either via Blueray discs (6%) or via some method of online streaming or downloading (6%).

KN's Home Technology Monitor tracking study Over-the-Top TV: A Complete Video Landscape
MediaDailyNews | October 21, 2010 "Game Over: Consoles Now Rival VCRs As Alternate TV Viewing Channel"

• ESPN's online viewers of World Cup games provided a 46% lift in viewership.

ESPN's multiplatform study
Broadcasting & Cable | October 19, 2010 "CTAM Summit: ESPN's World Cup Multiplatform Usage Runneth Over"

• ZenithOptimedia's Canadian outlook for the advertising market reflects the greater optimism of 2010. Its Canadian ad market growth projection for 2010 have been increased from 5.4% to 6.5%

Media In Canada | October 19, 2010 "ZenithOptimedia Canadian forecast (relatively) bullish"

• Consumers 50+ comprise 62.5% of annual new vehicle sales, up from 50% just two years ago. A 25% increase in share.

J.D. Power & Associates
Engage:Boomers | October 18, 2010 "Boom(er) Or Bust Holiday Season"

• The average U.S. teenager sends an average of 3,339 texts per month, or six texts every hour he or she is awake, according to an extensive study by The Nielsen Company

Digital Trends | October 15, 2010 "New study: Average teen sends 3,339 texts every month"

• 60% of TV viewers watch TV and surf the web

Next New Networks and YouTube, and research/consulting firm Frank N. Magid Associates.Online Media Daily | October 11, 2010 "Report: Viewers more Engaged With Original Web Video Than TV"

• Three in five Americans (61%) say they are more likely to purchase something when the ad promotes it as "Made in America."
• Three-quarters of (75%) US adults 55 and older say an ad emphasizing a product is "Made in America" would make them more likely to buy that product; as would two-thirds (66%) of those 45-54 and three in five (61%) of those 35-44.

Adweek Media/Harris Poll.
Marketing Charts | October 11, 2010 " 'Made in America' Boosts Purchase Appeal"

When asked to define the nature of their engagement with the medium, this is how social media users responded:

• Spectators - 69%
• Critics - 37%
• Joiners - 35%
• Inactives - 25%
• Creators - 21%
• Collectors - 19%

Forrester Research
MediaPost Marketing | September 13, 2010 "Social Media Metrics: A Broader View of ROI"

• For 20% of online viewers it takes 10 seconds or less to abandon a video that doesn't hold their attention.
• By 30 seconds into an online video as many as third of viewers have moved on, at 1 minute 44% have left and almost 60% have gone at the 2 minute mark.

Visible Measures, Benchmarking Viewer Abandonment in Online Video
BizReport | October 6, 2010 "Online viewers abandoning clips after just 10 secs"

• The most commonly cited reasons for lack of interest in purchasing a 3DTV include the cost of the set (68%), having to wear the 3D glasses (57%), and not enough 3D programming (44%).
• 89% felt 3D glasses would constrain their multitasking activities compared to 2D viewing.

Nielsen report, Focusing on the 3DTV Experience
TVNewsCheck | September 9, 2010 "Consumers Interested In 3D, But Cautious"

Local TV news continues to be the leading outlet for news, topping everything from local print to national cable and network news.

• 50% regularly watch local TV news, topping the next biggest new source, daily newspapers at 40%
• One-in-four people with DVRs record news

Pew Research Center
Multichannel News | September 12, 2010 "Pew Study: News Appetite Grows, With Local TV Topping Diet"

• Perceptions of warmth and competence were found to account for 46% of the variance in consumers' intent to purchase and 50% of loyalty toward brands.

Princeton University
MediaPost Marketing | September 3, 2010 "Brand 'Warmth' Key To Loyalty, Purchase Intent"

• 52% of live viewing is shared viewing
• Couples with kids share 60% of viewing
• Cohabitating couples share 65% of their viewing

Thinkbox 2010 | "TV Together: a very social medium" (registration required)

The watercooler has moved online:

• 45% of Brits admit to using sites such as Twitter, Facebook and MSN to discuss a television program while it is still being aired.
• Over half (57%) of those online discussions were about 'event TV' offerings such as sporting events, talent shows and end-of-series episodes.
• 68% spend more time with the family watching TV than dining together

RedShift Research
BizReport | September 30, 2010 "Brits like to be connected while watching event TV"

• ZenithOptimedia, a media agency, believes television"s share of world advertising will rise from 38% in 2008 to 41% in 2012.

The Economist | September 30, 2010 "The box rocks"

• Among internet users, 78% said that they at least occasionally research products and 32% have posted comments about products online.

Pew Research Center study
Online Media Daily | September 29, 2010 "Pew: Majority of Americans Researching Products Online"

• 88% of consumers believe it is okay for brands to use causes/issues in their campaigns
• 85% of consumers think more highly of brands associated with causes the consumer cares about
• 80% of consumers may switch brands if one supports a cause and one does not
• 61% say they will try new brands affiliated with causes
• 19% are willing to purchase more expensive brands if that brand is associated with a cause

Cone
BizReport | September 20, 2010 "Cone: 83% consumers want to help causes"

• 77% of the coffee poured outside of the home is done at Tim Hortons; Starbucks has 3% and McDonald's 7%

Report on Business | October 2010 "What are they putting in that coffee?"

• If you put a face to a name you're more likely to remember it. Sales of brands endorsed by celebrities have increased up to 20% .

Harvard Business School
Advertising Age | September 22, 2010 "Celebrity Endorsements Still Push Product"

• Online consumers ages 13 to 74 now spend half their waking day interacting with media.

The Wrap | September 20, 2010 "Ipsos OTX Study: People Spend More Than Half Their Day Consuming Media"

• 18-49s will tolerate seven minutes per hour of advertising when viewing online.

comScore | "How Advertising for Original Scripted TV Programming Works Online"
Television Broadcast | September 16, 2010  "Online TV Viewers Will Tolerate Twice As Many Ads"

• 43% of all cross platform viewers have momentarily stopped watching a TV program online in order to visit and advertiser's website.

ComScore | August 2010 "How Advertising for Original Scripted TV Programming Works Online"

• Australian researchers Kate Newstead and Jenni Romaniuk last year found in a study of ads from Australia, the U.K. and U.S. that likeability scores for 15-second ads were about 20% lower than for 30-second ads, but branding scores were similar.

Advertising Age | September 13, 2010 "Killing Off 30-second Spot Is Bad Medicine For OTC Drug Industry" (Subscription may be required)

• TiVo found that almost one-third of TV viewers watch webisodes that accompany their favourite TV shows.

RBR/TVBR | September 10, 2010 "TiVo survey finds excitement over scripted cop shows"

• 47% said 3DTV would make them watch programs they wouldn"t normally watch
• 77% of consumers perceive 3DTV viewing to be better suited to special events, such as movies or sporting events, as opposed to everyday viewing.
• 89% felt the 3D glasses would constrain their multitasking activities as compared to 2D viewing habits in the household. More than half mentioned the glasses are a hassle and that was the reason cited by 57% of those "not likely" to purchase a 3DTV set.

Nielsen report, Focusing on the 3DTV Experience
TVNewsCheck | September 9, 2010 "Consumers Interested In 3D, But Cautious"

• 40% of U.S. broadband homes watch long-form video on computers, they are not sacrificing TV viewing to do so, according to Parks Associates.

MediaPostBlogs: Diane Mermigas | August 27, 2010 "In Digital Crosshairs: Trad TV Needs New Biz Models"

• A recent global survey by Nielsen published found that one in five people was eager to buy a net-connected TV in the next year.

The New York Times | August 23, 2010 "In the Living Room, Hooked on Pay TV"

• The Pew report asserts that 80% of new media links are to legacy newspapers and broadcast networks, making clear that traditional news sources remain the backbone of the media.

Research Brief | September 7, 2010 "Who Would You Believe?"

• Wedged between the microwave (45%) and high-speed internet (34%), television (42%) is still a necessary device in the home.

Pew Research Center, August 2010
Research Brief | September 2, 2010 "Landlines and Television Sets Losing Importance"

• Only 2% of the U.S. population reports actually buying a movie or TV show.

NPD Entertainment
LA Times | August 30, 2010 "Murdoch may be key to Apple's plan to offer 99-cent digital rentals of TV shows"

•  54% of flat-panel TVs shipped will have internet connectivity and services in 2014

iSuppli
FT.com | August 29, 2010 "Web TVs bigger for manufacturers than 3D"

• 2.5% of sales of television in the U.S. are 3-D TVs
• 3-D TV could account for half of all television sales within five years.

iSuppli
The New York Times | August 23, 2010 "TV Makers Predicting a Bright Future for 3-D Sets"

• Internet shopping is 75% higher at 4pm on Wednesday afternoons when compared to the quietest time of the week.

Invisible Hand
BizReport | September 2, 2010 "Mid-week fatigue drives workers to shop online"

• 92% of consumers said they read online product reviews and that, of those readers, a whopping 83% were influenced by them
• Around half were influenced to purchase based upon reviews
• Just over 40% were deterred from purchasing

Channel Advisor
BizReport | September 02, 2010 "The persuasive power of product reviews"

• Forrester estimates that 19% of high-definition TVs sold this year will be capable of connecting to the internet, up from 5% last year.

The Wall Street Journal | August 31, 2010 "Samsung Joins Field Seeking to Bring 'Apps' to TVs" (subscription required)

• Deutsche Bank's analysis of 30 large U.S. and European groups over 15 years suggests consumer-staples companies that increase advertising spending in tough times deliver sales growth 30% faster than peers.

The Wall Street Journal | August 25, 2010 "Ad Cuts Can Cause More Pain Than Gain" (subscription required)

• Nielsen estimates the total number of TV households in the U.S. will climb to 115.9 million, an increase of one million homes from last year. Nielsen also estimates an increase of more than two million persons age two and older (P2+) in U.S. TV households, for a total of 294,650,000 people.

RBR/TVBR | August 27, 2010 "U.S. TV Households climbs by 1 Million for 2010-11 TV season"

• Broadcast and cable networks in the U.S. garnered commitments for about $16 billion in ad spending during the upfront, up 20% from the previous year.
• With inventory tight after the strong upfront, prices are up by double-digits from the upfront, when rates rose 5% to 9% for most networks.

Broadcasting & Cable | August 26, 2010 "Sellers getting double-digit increases over robust upfront"

• 29% of  men ages 18-34 believe 'things are going great'
• 44% report things are 'okay'
• 16% say they need to change their lives
• 40% are employed in 'career' work rather than okay-for-now jobs
• 58% of young men report that their friends/family ask their opinions on games
• 77% report that they give advice on movies
• Nearly 25% say they go to opening night movies

Giant Realm
BizReport | August 25, 2010 "Giant Realm: Young males most positive, economically speaking"

• 57% of Canadians surveyed don't make a detailed list before shopping versus 77% of U.S. shoppers

Quadrant Marketing and TNS survey
Marketing Magazine | August 24, 2010 "Canada and U.S. Are Shoppers Apart: Study"

• Piper Jaffray estimates of the 220 million flat panel TVs that will sell in 2012, about 65%, or 143 million units, will become internet-connected.

Online Media Daily| August 17, 2010 "Apple And Google Set To Capitalize (And Compete) On Internet TV"

• The median age for viewers at ABC, Fox, NBC and CBS is 51.

Yahoo! News | August 16, 2010 "Broadcast audience aging faster than population"

• Online video is more likely than television to deliver brand recall (50% vs. 28%), message recall (39% vs. 21%), and likeability (26% vs.14%).

Nielsen IAG
MediaBizBloggers | August 15, 2010 "UM: The Great Video Debate"

• Three out of four Americans use the web and TV simultaneously, and half do so every day.
• The average multitasker spends over 2.5 hours per week using the web and TV at the same time.
• Frequent multitaskers tend to both watch TV and surf the web during news and sports programming, not their favourite crime procedural.
• Close to 25% of sports viewers also log onto the web at the same time in a given week. Comparably, just 14% of drama viewers do so, and only 7% of comedy viewers claim to go online while watching TV.

Nielsen
Mediaweek | July 7, 2010 "Simultaneous Viewing and Surfing Commonplace, Study"

• Boomers account for 39% of dollars spent on consumer packaged goods.

Nielsen
MediaDailyNews | July 19, 2010 "Nielsen: Advertising Boom Targeting Older Residents Needed"

• Canadian PVR penetration is currently 20%
• Adults 18+ watch 29.1 hours of TV per week, 96.9% of that is live TV
• 45.4% of Canadian adults 18+ say they stop to watch commercials that are of interest to them.
• When fast forwarding or skipping through commercials, 66.9% of adults 18+ confirmed that they are aware of the advertisers.
   
• U.S. PVR penetration was 30% at the end of 2009 and predicted to grow to 44% of TV households by 2016.

TVB and BBM Analytics | July 2010 "Television & the PVR"; RBR/TVBR | July 14, 2010 "MAGNAGLOBAL Issues DVR, VOD forecasts through 2016"

• In 2009, 25% of all new vehicle buyers in the U.S. watched at least one motorsports race on television. Of those who watched motorsports on TV, the average number of races watched was a surprisingly high 11.
• New vehicle buyers who are influenced by motorsports typically love cars and trucks and they are opinion leaders for other car buyers - they give an average of 25 or more vehicle recommendations per year to others.

Foresight Research
RBR/TVBR | August 13, 2010 "Survey says; Motorsports sells cars and trucks"

• Baby boomers in 2010 account for approximately 38.5% of all dollars spent on consumer package-goods such as diapers, toothpaste and laundry detergent. They account for 40% of customers paying for wireless services and 41% of customers paying for Apple personal computers.

Nielsen
Advertising Age | July 19, 2010 "Nielsen: This Isn't Your Grandfather's Baby Boomer" (subscription may be required)

• Online video typically adds 6% to the size of a TV audience for original scripted programming. This added viewing is even greater among 18- to-24-year-olds (13%) and 25- to-39-year-olds (9%).

comScore
MediaDailyNews | July 16, 2010 "Video Metrix Drills Into Online TV, Ad Data"

• Data from NBC's Olympics Research Lab during February 2010 found that 61% of TV viewers with internet access said they had "seen an ad on TV and then searched for more information about that product or service online."
   
• 64% of people agreed with the statement "I'm online more often looking for additional information while I watch TV."

Journal of Advertising Research | June 2010 "Assessing a New Advertising Effect" (subscription required)

• Viewers watch between 40% and 50% of commercials during DVR playback
• 90% of playback occurs within three days; 42% within the first hour after the initial live broadcast
• About 61% of all DVR playback happens on the same day.

Nielsen
MediaDailyNews | August 5, 2010 "Nielsen: DVR Playback Doubles, More Ads Watched"

• One-third of Canadians say they feel as though they are still living in a recession.

Consumerology Report
Marketing | July 22, 2010 "Financial Recovery Not Felt in Canadian Homes: Consumerology"

• Boomers spend 38.5% of the total consumer package goods dollars, yet CPG brands only allocate 5% of their budgets to boomer-targeted ads.
• Boomers watch about 9 " hours of video daily.
• Boomers are responsible for one-third of television viewers, online/social media users and Twitter users.

Nielsen
BizReport | July 21, 2010 "Nielsen: Marketers not making most of Boomer Demo"

• Two media are better than one in moving consumers from awareness to action. In a Nielsen  study of direct-to-consumer drug advertising, exposure on TV and online was more than twice as likely to prompt patients to ask their physician about the drug than internet alone.

Nielsen
Nielsenwire | July 1, 2010 "Data Integration Optimizes Advertising Media Mix"

• Television is responsible for generating more word of mouth about advertiser brands than any other medium. Fully 18% of all conversations about brands involve somebody specifically quoting something they say on television.

Keller Fay Group
MediaBizBloggers | July 15, 2010 "All Media Are Social: The Unique Roles of TV, Print and Online in Driving Word of Mouth"

• A full 90% of network TV episodes make it online, but most are gone after six weeks or less
   
• 50% of episodes came online within a day of their original air date
• 60% of episodes went offline within three weeks of their original air date

Clicker
NewTeeVee | July 14, 2010 "Want to Find Network TV Online? Better Be Quick"

• 81% of consumers surveyed say they find saving money, using such techniques as coupons or loyalty programs, fun.
• 79% say they feel smarter about the way they shop vs. two years ago,
• 65% feel like the aren't sacrificing very much, and 61 % say they are more price-conscious.

Marketing Daily | July 13, 2010 "Deloitte Study: Consumers Love Spending Less"

• Domino's pizza enjoyed a profit surge of 30% in response to sponsorship of a top amateur talent television show and with audiences absorbed in TV coverage of the World Cup.

RBR/TVBR | July 13, 2010 "Television is key for soaring Domino's UK"

• Putting TV together with online exposure for one product resulted in messaging that was "more than twice as likely to prompt patients to ask their physician about the drug than TV alone."
   
• The intent to buy was at a 157 index after seven days of exposure -- a 212 index after 24 hours, versus a 100 index of just being exposed to television.

The Nielsen Company
MediaDailyNews | July 2, 2010 "Media Planning: Advertisers Must Go 'Beyond Demographics' "

• 3-D TV sales will shoot upward as more manufacturers get sets to market. In 2014, Parks Associates estimates that 80% of all TVs sold will be 3-D capable.
• Currently, only 13% of people surveyed this quarter describe themselves as 'familiar' with 3-D TV.

Parks Associates
Los Angeles Times | June 26, 2010 "3-D TV sets are selling, but no instant craze"

• 75% of individuals simultaneously multi-task with TV and internet; 9 in 10 of those say they use TV & internet at the same time at least once per week.

Yahoo/Nielsen, The American Media Multi-Tasker Study
Yahoo! Advertising Blog | July 7, 2010 "New study reveals 75 percent of Americans use the internet and TV simultaneously"

• Official sponsors connected better with World Cup fans. Nielsen data showed that the five primary World Cup TV sponsors (Adidas, AT&T, Budweiser, Hyundai and Sony) generated 55% higher Net Likeability on average compared to commercials from other, non-sponsor World Cup advertisers. The sponsors also generated 16% higher Brand Recall on average for their World Cup in-game/in-studio elements, such as the Hyundai "Halftime Report" versus their typical in-game sponsorship performance in other sporting events.

Nielsen
RBR/TVBR | July 7, 2010 "Official World Cup sponsors show best effectiveness with TV ads"

• 86% of Canadians 18+ have seen an ad that has made them laugh or cry;
• 85.7% of those saw that ad on TV

Ad Receptivity Survey 2010

• 76% of those who watch video online say they are tuning in to professionally produced content regularly.

• Only 14% of users said they watched less TV due to watching content online. About 72% said they watched the same amount of TV despite also watching video online " and another 10% said they watched more TV.

Frank N. Magid Associates for Metacafe - study

NewTeeVee | June 28, 2010 "Half of Internet Users watch Online Video Every Week"

• The most creatively awarded advertising campaigns are 11 times more efficient at delivering business success.
• Creatively awarded campaigns are much more likely to be 'emotional' than 'rational' (44% vs. 19%). This partly explains the prevalence of TV in creatively awarded campaigns as TV creates emotion better than other media

IPA and Thinkbox in conjunction with the Gunn Report
IPA | June 17, 2010 "Proved: Creative Advertising = Business Success"

• The latest TVB Media Comparison Study shows that 71% of people learn about products and brands from television.

TVB Media Comparison Study
tvnewscheck | June 29, 2010 "TVB's Lanzano Touts Power of Mobile DTV"

• 69% of all TV viewing is solitary
• The highest concentrations of social viewing are during primetime and weekend afternoons, at 37% and 39% respectively.

Council for Research Excellence - Video Consumer Mapping Study
RBR/TVBR | June 16, 2010 "Consumers widely exposed to media prior to shopping"

• The Lost finale had a 51% higher brand recall versus the ad messages in the prior week on other broadcast and cable TV shows. This is better than other recent series finales, which got 10% to 30% higher brand recall compared to their airings in other recent programming.

The Nielsen Company
MediaDailyNews | June 1, 2010 " 'Lost' Finale Found Fantastic Brand Recall Numbers"

• On average, viewers watched 45% of commercials in timeshifted playback.
• At the same time, the continued growth of timeshifting is creating more opportunities for viewers to catch missed programs or try new ones.

The Nielsen Company's Three Screen Report
Research Brief | June 22, 2010 "Who's Watching What?"

• In Q1 of 2010 P2+ watched 35 hours and 34 minutes of traditional TV per week vs. just 20 minutes of online video.
• On average, viewers watched 45% of commercials in time-shifted playback.

The Nielsen Company's Three Screen Report
Research Brief | June 22, 2010 "Who's Watching What?"

• This year, the Oscars did a major social media push, and 5 million more people watched than they did last year.

MediaBizBloggers - Tom Cunniff | June 15, 2010 "What Do Successful Integrated Media Ideas Have in Common?"

• When it comes to DVR use, about half of all viewing of programming happens the same day and about 88% within three days.

NBC data
tvnewscheck | June 15, 2010 "Rethinking The Role Of Set-Top Box Data"

• Social Media, Online Video, Mobile and GPS-Based Media, and Hyper-Local Online Content are this decade's hot categories for brand marketers. But combined they capture just 0.7% of total marketing expenditures in the US.

Jack Myers data
Jack Myers Media Business Report | June 14, 2010 "Myers 2010-2020 Media Trends Report: Part 2" (subscription required)

• 48% of shoppers viewed TV " and 36% were exposed to a TV commercial " in the 42 minutes prior to shopping; On average, 75% were in their homes 30 minutes prior to shopping.

Video Consumer Mapping Study from the Council for Research Excellence
RBR/TVBR | June 16, 2010 "Consumers widely exposed to media prior to shopping"

• A third of adult U.S. internet users will watch full-length television shows online this year on a monthly basis, according to new data from market research firm eMarketer.

eMarketer
Online Media Daily | June 14, 2010 "One-Third of Internet Users Watching Web TV"

• On average in the January-March period, Americans watched 3 hours and 10 minutes of video on the internet each month, barely up from 3 minutes a year ago.

Nielsen
MediaDailyNews | June 11, 2010 "Nielsen: Americans Watch More TV, Smartphones on Rise"

• 42% of ad agencies say that TV remains the top advertising choice for their corporate clients

STRATA survey of advertising firms
Research Brief | June 10, 2010 "Agency Clients Focused on TV"

• The average "click-though" rate for an online display ad is about one-tenth of a percentage point. Put another way, 84% of people never click on a web ad in an average month.

comScore
Yahoo! News | June 3, 2010 "Publishers see signs the iPad can restore ad money"

• When it comes to in-stream video ads, 15- or 30-second spots are the standard. But the optimum length for a branded video or in-banner video ad is 30 seconds to 1:30

TubeMogul
OnlineMediaDaily | June 4, 2010 "Study: For Stand-Alone Video Ads, Mid-Length Is Best"

• 34% of consumers have turned to social media to complain or pay compliments to brands
• One-quarter use social media to compliment or recommend brands to others
• 38% of adults use social media to express their preferences to influence other people

Harris Poll
SocialMediaDAILY | June 4, 2010 "One-Third of Americans Criticize or Compliment Brands"

• The old principle that stated 80% of your business comes from 20% of your customers will change. The future will be marked by a wider array of revenue sources where no single category would represent more than 40 percent of their business.

Kannon Consulting
RBR/TVBR | June 4, 2010 "The '80/20 Rule' isn't what it used to be"

• In 2014 91% of consumer traffic will be online video, which will include both traditional web video and video-on-demand provided by television providers.

Cisco Systems - Annual Visual Networking Index Forecast
Mashable | June 3, 2010 "Online Video Will Push Internet Traffic to Quadruple by 2014"

• 52% of online users of broadcast TV network content navigate directly to the publisher's main site
• Google is the next largest driver of video-viewing traffic at 39%

Tubemogul/Brightcove study
OnlineMediaDaily | May 6, 2014 "Who's Streaming Video, How Are People Finding It, And How Do The Ads Get Served"

• 85.7% of people say TV commercials have the greatest degree of influence
• 83.4% say television spots are the most "exciting"
• 60.8% agree TV spots are the most "authoritative"

Television Advertising Bureau (US) and Knowledge Networks
WARC News | May 31, 2010 "TV ads still play a unique role in the US"

• 86% of viewers stick with a given channel during the commercials

Council for Research Excellence
Broadcasting & Cable | May 10 ,2010 "Study: Vast Majority of Live TV Viewers Sit Through Commercials"

• The number of social networking initiatives at television stations soared over the last year, with 76% of responding stations integrating social media on their websites and 68% incorporating it into their storytelling.

RTDNA | May 7, 2010 "RTDNA/Hofstra Survey Shows TV Station Involvement on Facebook, Twitter Soaring Over Last Year"

• YouTube, which according to ComScore serves up 40% of all online video, barely move the overall video-usage metric. ComScore reports that YouTube delivered about 11.95 billion streams in February, with an average length of 4.3 minutes. That works out to 850 million hours of video viewing for the month. However, when compared to the 44.16 billion hours of television watched in American homes each month, YouTube's audience share is less than 2% of the total. (Here's the math: 5.13 hours per viewer per day x 286.95 million TV viewers x 30 days = 44.16 billion hours a month).

The Hollywood Reporter | May 2, 2010 "TV viewing in home at all-time high"

• Ad dollars in this year's U.S. upfront are predicted to be up about 20% to $8.26 billion for the four biggest broadcast networks.
   
• Rates advertisers are now paying for last-minute commercial buys are paying 20% to 30% more than they would have in last year's upfront market.

Barclays
Reuters | May 7, 2010 "Less drama, more money in TV dealmaking season"

Agency executives want new and better metrics on which to base their online ad spend including:

BrightRoll survey of executives and media buyers at advertising agencies
Research Brief | May 6, 2010 "Online Video Ad Spending Delivering More Value to Agencies"

• 30% of Canadians feel they"re in financial trouble or financially insecure
• fewer Canadians (43%) plan to rein in discretionary spending over the next 12 months, compared with a year ago (53%).

Boston Consulting data
Globe and Mail | May 3, 2010 "Recession-battered consumers play it safe"

• When Hulu did an experiment giving consumers the choice of ad to watch, either a two-minute ad before an online program or a couple of 30-second ads in the midst of a program, a whopping 88% of Hulu viewers opted for the two-minute ad. A bevy of marketers bought the long-form opt-in ads on Hulu, including Sprint, Capital One, Hyatt, Paramount Pictures, American Express and Columbia TriStar.

Advertising Age | May 3, 2010 "Why Long-Form Ads Are the Wave of the Future"

• 95%t of people still watch television live and, as a result, cannot fast forward through commercials.
   
• While viewers fast-forwarded through about 70% of the commercials in shows they recorded, they still watch the screen to know where to resume play, meaning they are still being exposed to the advertisements.
   
• The ability to record a show and watch it later means consumers are watching more television.

Duke University research
Triangle Business Journal | May 3, 2010 "Duke study: TiVo doesn't hurt TV advertising"

Advertisers need to have a realistic expectation about the amount of exposure and "reach" an average advert will likely achieve on the internet. 

• If there are about 325 million adults in the US, Canada, UK, and Australia and a YouTube video gets 5 million views, that would represent just 1.5% reach in the four English-speaking nations.

Ipsos | May 3, 2010 "How Relevant is The Internet for Video Advertising Exposure"

• The average US home has 2.93 sets per household;
• The the number of people per TV home is 2.5, carrying on the trend of more TVs per home than people.
• 67% of Canadian homes have multiple TV sets (BBM Canada)

Nielsen 2009 Television Audience Report
nielsenwire | April 28, 2010 "U.S. Homes Add Even More Sets in 2010"

• Most banners struggle to achieve click rates in excess of 0.10%. Even within the demographically information rich environs of Facebook, banner click rates are abysmal.
• At Facebook the average click-through rates on the social network are as low as 0.05%.
• Banners are ill-equipped to capture consumer intent data. Typical online banners direct users away from the content they are on to a landing page. There is a large drop off (as high as 99.99%) associated with this process.

MediaPost Marketing | April 27, 2010 "How to Make an Online Banner"

• Marketing campaigns that encourage word of mouth among consumers have a significant impact on sales.
• McKinsey argues that word of mouth is the primary factor behind 20-50% of purchases.
• An individual's direct experience with a brand was found to generate 50-80% of all word of mouth.

McKinsey consulting
WARC News | April 21, 2010 "Word of mouth has a greater impact than ads"

• 57% of primetime TV viewing is done alone

The Nielsen Company
RBR/TVBR | March 26, 2010 "Nielsen issues 2010 TV Upfront facts"

• Online video ads have 65% general recall, compared to 46% general recall for TV ads.
   
• Nielsen recommends that marketers use online and TV advertising in tandem, rather than separately or competitively. Among viewers exposed to the same TV ad on both the online and TV platforms as compared to viewers who saw ads on TV alone, substantial lift occurred in message recall (18%), brand recall (35%), message recall (53%) and likeability (31%).

Nielsen/Microsoft
Marketing Charts | April 21, 2010 "Online Video Ads Beat Regular TV Ads"

• Nearly half the people using NBC's mobile offerings did so while watching coverage on TV.
• 39% of the mobile-TV multitaskers used a handheld device to find additional content -- whether athlete biographies or the rules of curling. About 44% appear to have been too lazy to reach for the laptop -- that percentage said a mobile device was easier to use than a computer.

NBC research
MediaDailyNews | April 20, 2010 "NBC Olympics: Mobile Offers Ad Synchronicity, Can Align With TV"

• Other TV networks have found adding content to ad breaks helps viewership. At Walt Disney's ESPN, sports fans are regularly treated to sports news running in tickers at the bottom of the TV screen during ad breaks of programs with news content (games and long-form programs don't have tickers). Viewers keep their eyes on the advertising 81% of the time, says Artie Bulgrin, ESPN's senior VP-research and analytics.

Advertising Age | April 19, 2010 "CNN Marries Content and Commercials to Retain Viewers" (subscription may be required)

• "Every time [Tiger Woods] plays, viewership on TV doubles. That's why the tour wants him back, and the players want him back. He's good for the game, despite his off-course issues. And avid golfers just love to watch him play -- he's an incredible athlete and does things other athletes just can't do. When golf is on TV, and when it's exciting, like it was [during the Masters], our stores are full of people."

--Matt Corey, SVP/ marketing and business development, Golfsmith
MediaPost Marketing | April 16, 2010 "Golfsmith: Improve Your Game ...Guaranteed!"

"There's a strong link between involvement with programming and attitudes toward advertising."

In a recent national study of 1,121 U.S. adults, found sports fans are about four times more likely to like advertising than non-fans.

--Larry DeGaris, an associate professor of marketing at the University of Indianapolis
Advertising Age | April 12, 2010 "How a 'Fringe' Rerun Could Suddenly Become a TV Event" (subscription may be required)

• While notable U.S. Super Bowl advertisers of the past gave it up this year, a recent study looking at sales results for those that did participate re-emphasized the effectiveness of big-event TV advertising. A study by research company Millward Brown found that Super Bowl advertisers saw "an average sales uplift of more than 11% in the following month. As well, it calculated that advertisers would have had to devote three times their Super Bowl spending on traditional TV ads to get the same result.

The Globe and Mail | April 12, 2010 "We still look to TV for those water-cooler moments"

• The TV business is only 50% ad supported
• Among cable, satellite and telecom TV offerings, 92% of Canadians pay for their TV.

Marketing Magazine | March 30, 2010 "Hulu Still Seeking Money-Making Model"

• New comScore research concludes that viewers will tolerate 6-7 minutes of "total advertising time" during online-delivered TV programs.
   
• When asked about the most important reasons for watching TV online, the answers were first, "Missed an episode on TV" (71%) and second, "Convenience" (57%). A distant third was "Less ads" (38%). Ad avoidance is important to online viewers, but it isn't their sole motivator.
   
• For people who watch both on TV and online, an "online video site" (28%) is already the third most-cited way of discovering new TV shows, following "TV advertising" (59%) and "Friend/family member recommendation" (44%). Related, 28% said that they believed that if they hadn't been made aware of their favourite program online first, they probably wouldn't have discovered it on TV, and therefore would have missed the show entirely. Across all respondents, 20% of shows watched regularly had been watched first online.  

comScore research
Video Nuze | March 29, 2010 "New comScore Research Available: More Ads Tolerable in Online TV Programs"

• At the end of the day, you need a media plan if you are buying time. And that media plan is going to have some sort of measure of "how many," "how often" and "how long."
   
• Nielsen can tell you that people spend 3 " hours a month on video, but they can't tell if they are watching TV shows -- because when they talk about video, they are talking about streams. You can create a show with 8 streams or 4 streams, it just matters how many times it is chopped up to put ads in.

TV Board | March 24, 2010 "Media Insights Q&A With Turner Broadcasting's Jack Wakshlag"

• 21% of TV viewers found out about a new show via a social network

comScore Research
Mediaweek | March 23, 2010 "Web Video Audience OK With More Ads, Report"

• Nearly 90% of people said TV was their favourite source for accessing news, with the web on 65.6%, daily newspapers on 62.4%, radio on 52.4%, Sunday newspapers on 35.8% and magazines on 22.6%.

McKinsey consultancy
WARC News | April 9, 2010 "UK consumers find TV ads most entertaining"

• 75% of consumers believe social responsibility is important, and 55% of consumers said they would choose a product that supports a particular cause against similar products that don't.
   
• 70% of consumers are willing to pay a premium for products from socially responsible companies.

Survey from Landor Associates, Penn Schoen Berland and Burson-Marsteller,
Brandweek | March 31, 2010 "Survey: Consumers Prefer Socially Responsible Brands"

• The 24 hour day has consistently given way to 30 hours of daily activity, as consumers multi-task everywhere (home, work, on the go) at any time, while diverting their attentions across multiple media platforms to communicate, gather information and be entertained.

OTX LMX study
MediaPost | March 30, 2010 "Does Anyone Really Know What Time It Is: '30' The New '24' "

• CW is now doubling the amount of advertising online on its Web site, to some 20 thirty-second commercials per one-hour TV episode -- just about the same commercial load as on TV.

TVWatch | March 29, 2010 "CW's New TV/Internet Advertising Plan: If You Can't Beat 'Em, Join 'Em"

• Just 10%of teens said they "like to be ahead of everybody else and try to buy the latest technology as soon as it becomes available," whereas 40% "like to wait and see what other people make of new technology before I buy it."

Microsoft "Young Adults Revealed" study
Adweek | March 17, 2010 "Old is the New Young"

Research study by Brunner
Engage:Moms | March 31, 2010 "Are They Really Watching?"

• Television commercials which are paired with in-program product placement deliver higher brand recall (+18%), higher message recall (+21%) and higher likability (+17%).

The Nielsen Company
RBR/TVBR | March 26, 2010 "Nielsen issues 2010 TV Upfront facts"

• Consumers are spending about 3 " hours simultaneously surfing the web and surfing television channels - about 3% of total television time.

The Nielsen Co.
BizReport | March 23, 2010 "Three-Screen: 35% increase in media usage"

• 44% of online video is consumed at the workplace (Q409).
  Primetime for online viewing lasts from noon to 6:00 p.m., peaking at 4:00 p.m.
   
• 59% of people use TV and internet simultaneously.

The Nielsen Co.
RBR/TVB | March 26, 2010 "Nielsen issues 2010 TV Upfront facts"

• Nearly all online consumers - 97%- now use online media when researching products or services in their local area.

BIA/Kelsey The User View Wave VII tracking study
NetNewsCheck | March 10, 2010 "Survey: 97% Use Online For Local Shopping"

• Among fans of scripted, prime-time programming, just 6% are "online-only" viewers who either don't subscribe to cable or simply prefer the medium.
• 65% are strictly TV viewers, while the remaining 29% of respondents are cross-platform consumers.
• Most online viewers (71%) watch shows on the web when they have missed a recent episode on TV. And 67% of respondents said they chose the web for convenience.
• While sites like Hulu typically serve around four minutes of ads for every hour of content served, users would be OK with six to seven minutes of ads.

comScore research
Mediaweek | March 23, 2010 "Web Video Audience Ok With More Ads, Report"

• 72% of movie patrons learn about new movies from television ads.

Market Force Information, March 2010
Research Brief | March 22, 2010 "Big Screens Drive Movie-Goer Growth, But Cable and Online Encroaching"

• 29% of males are 50 years of age or older
• Gaining one share point among Boomers is worth the same as gaining 1.3 share points among Millennials. The cohort is that much bigger. And richer.

MediaBizBloggers - Jerry Shereshewsky | February 24, 2010 "Ignoring the Truth"

• 78% of people get their news from a local TV station, representing respondents' most popular choice.

March 2010 study by the Pew Research Center's Project for Excellence in Journalism
TVNewsCheck | March 18, 2010 "IDC: It's Not Broadband or Broadcast"

• Viewers are getting into the habit of going online while watching television, with 10% or more of viewers visiting social networks, searching the web and browsing content during major TV events.

The Nielsen Co.
nielsenwire | March 16, 2010 "Facebook, Google and Yahoo! are Top Sites While Watching Big TV Events"

• 65% of the 100 girls ages 13 to 18 say that when their favourite brand or store has a sale, they tell their best friend or sister;
• 57% say that when they find out about a new trend, they share it with a best friend or sister.
• But only 5% do so via Facebook

Report from Euro RSCG
MediaPost Marketing | March 15, 2010 "Teen Girls: Sisterhood, Not Social Media, Sells"

• What types of content are consumers willing to pay for online? Mostly movies, music, and games, according to a survey of some 27,000 consumers across 52 countries.
   
• Nearly eight out of every 10 respondents -- 79% -- said they would no longer use a website that charges them, presuming they can find the same information at no cost.

The Nielsen Co.
Online Media Daily | March 13, 2010 "Online Video On The Rise"

• 37% of people say that television ads are most helpful in making their purchase decisions

Mercury Media | February 2010 "The Power of Television"

• In the week following the game there were 137 million more conversations about advertised brands than those same brands enjoyed during the pre-Super Bowl period - a 20% increase in word of mouth.

MediaBizBloggers - Ed Keller | March 9, 2010 "137 Million Reasons Why Super Bowl Advertisers Won Big"

• More than 90% of consumers feel that whether or not a company is green is important to their purchase decision.

Fathom Communications research
Marketing:Green | March 10, 2010 "How Green To Go? A Question of Brand Management"

• 79% of users would no longer access a Web site that charges them

Nielsen survey
MediaDailyNews | February 16, 2010 "Nielsen: Users Won't Pay For Web Sites"

• The average viewer watched 38 hours of Olympic coverage on TV. CTV was the prime beneficiary of this, tripling its average full-day audience versus the preceding five weeks on the channel.

Media in Canada | March 3, 2010 "CUME Day 17, 2010 Crosby's goal gold for ratings" (subscription required)

• Just over 24% of all U.S. homes have a web-to-TV connection, while 5% of adults are watching YouTube and Hulu on their TV screens each week.
   
• While 5% of adults watch web video on the TV weekly, the figure is just 1% on a daily basis.

Leichtman Research Group
MediaDailyNews | March 3, 2010 "Media Trends: Web-to-TV Gains Popularity"

• Heavy marketing from Domino's and Pizza Hut was like a light switch that turned pizza sales from running 5% to 6% below their year-ago levels to 5% to 6% above them in the early weeks of 2010.

Wall Street Journal | March 2, 2010 "Can Pizza Chains Keep Serving It Up?"

• While incidence and sampling of alternative TV platforms has apparently reached mass market proportions, the actual percent of TV content consumed on alternative platforms remains small. Of all the hours internet users say they spend watching TV programs, about 4% of TV time is on a platform other than a TV set " 2% on a PC/laptop and 2% on a handheld " with the vast majority (96%) still consumed via the traditional television platform.

Horowitz Associates
RBR/TVB | February 26, 2010 "Users of new video devices still watch traditional TV"

• According to a Nielsen Company survey conducted in January 2009, forgetting to watch a specific episode when it aired on TV (54%) was the most common reason for watching TV shows online.

Mercury Media | February 2010 "The Power of Television"

• One in seven people who were watching the Super Bowl and the Olympics opening ceremony were surfing the web at the same time.

The Nielsen Company, which measures television viewership and web traffic
The New York Times | February 24, 2010 "Water-Cooler Effect: Internet Can Be TV's Friend"

• The Edelman 2010 Trust Barometer, found that only 25% of people it polled see friends and peers as credible sources of consumer and business information (a decline of nearly 50% since 2008).

Advertising Age | February 22, 2010 "What if Giving Up Your Brand Really Means Giving Up?"

MediaDailyNews | February 23, 2010 "Olympic Ads Pay Off For Marketers, NBC"

• In 2Q 2009, watching TV in the home accounted for 77% of screen time among consumers age 2+, up 1.5% year-over-year. Rather than cannibalize television viewing, emerging video platforms, such as broadband and mobile TV, are complimentary, acting as audience multipliers.

Mercury Media | February 2010 "The Power of Television"

Broadcaster | February 18, 2010 "Olympics Score Large TV Ratings"

• A recent study by online video analytics firm TubeMogul showed that the 30-second pre-roll causes nearly 16% -- or one in six -- of every viewer to tune away.

TubeMogul
Advertising Age | February 18, 2010 "Pre-Roll Video Ads Still Hated, Here to Stay"

• Kellogg upped spending in 2009 -- to an estimated $1.1 billion globally. The company last year spent 9% of its $12.6 billion in global net sales on advertising, higher than the 7.2% of net revenues Kraft noted earlier this week.

MediaDailyNews | February 17, 2010 "Kellogg Increases 2010 Ad Spend, Triples Social Media"

• Movie trailers airing in the Olympic opening ceremonies, were 14% more effective in driving consumers' "intent to view" over movie trailers that ran in more typical broadcast and cable-TV programming, according to NBC, citing Nielsen IAG data. Ads from a collection of retailers running in the opening ceremonies proved to be 39% more effective at generating brand recall, 56% more effective at driving message recall and 46% more effective at driving likability.
   
• A collection of auto ads that ran during the Vancouver opening ceremonies saw brand recall increase 41% over auto ads that ran in more typical TV programming. The auto ads saw message recall increase 67% in the Olympics opening ceremonies, while likability was raised 49%.

Advertising Age | February 16, 2010 "NBC: Ads During Olympics Beat Those on Regular TV"

• "The great thing about the Olympics is that it's the No. 1 sport for interest among women, and 76% of American households watch it. So it's the perfect place for P&G to be."

Procter & Gamble Co.
Advertising Age | February 16, 2010 "Why P&G is Bringing 18 Brands Together for Olympics Push"

• After the Audi Green Police ad ran, traffic to the 2010 Audi A8 pages climbed 127% while traffic to the 2010 Audi Q5 Hybrid  jumped 64%.

RBR/TVBR | February 12, 2010 "Super Bowl ads drove auto activity online"

• Half the women in Canada are watching TV at some point with a laptop in front of them, 70% are on Facebook, and 65% use some sort of wireless device in the living room at some time.

Marketing Magazine | February 11, 2010 "Canwest charts difference between TV 'viewing' and paying attention"

• Of 69% of online shoppers who are social media users, 56% have chosen to "friend," "follow" or "subscribe to" at least one store. But they are selective, 61% of this group is connected to fewer than five companies. Another 21% is made up of more serious shoppers who follow between 6 and 10 stores, while just 18% is hardcore enough to have friended more than 10.

ForeSee study
MediaPost Marketing | February 9, 2010 "Facebook, Victoria's Secret Big With Online Shoppers"

• The number of people who view their friends and peers as credible sources of information about a company dropped by almost half, from 45% to 25%, since 2008.

Eldeman Trust Barometer
Advertising Age | February 8, 2010 "In Age of Friending, Consumers Trust Their Friends Less"

• Allowing online viewers to choose which ad they would like to see results in cluck-through rates that are 106% higher than pre-roll ads. Plus, online ad-recall scores were 290% higher than pre-rolls.

Publicis" VivaKi research
Adweek | Feburary 4. 2010 "Hulu's 'Ad Selector' Could Set Web Video Pace"

• Brands which advertise in the Super Bowl are rewarded with a 15% increase in word of mouth.
• When you consider that it has been estimated that a word of mouth conversation is worth 50 cents, there is a considerable amount of "social value" being generated, above and beyond the impact the ad has on an individual viewer.

MediaBizBloggers | February 4, 2010 "Super Bowl Sunday -What Drives Word of Mouth Success for Advertisers?"

• The great majority of households (9 out of 10) say they will be watching Super Bowl XLIV at home or at a friend"s or relative"s house instead of watching it from a restaurant or bar.

The Nielsen Company
RBR/TVBR | February 2, 2010 "9 in 10 will watch Super Bowl @ Home"

• 33% of respondents said green marketing was more effective than their normal marketing efforts

Environmental Leader and MediaBuyerPlanner Green Marketing study of marketing professionals
Research Brief | January 4, 2010 "Green Marketing More of a Trend Than a Fad"

• TV spots produced "aided next-day recall" that was three times higher than radio ads, five times higher than with online display ads, and a lesser 1.4 times greater than online video ads.

TV Day: Innerscope Research study
MediaPost MediaDailyNews | January 28, 2010 "Study: TV Beats Radio, Web For Ad Recall"

• Kids ages 8 to 18 have increased the amount of daily TV content they consumer by 38% from 2004 to 2009

Kaiser Family Foundation
Research Brief | January 27, 2010 "Kids Pack 10 3/4 Hours of Media Content Into 7 1/2 Hours Every Day"

• 77% of boomers chose watching TV as a favorite media-related activity

The most recent survey from Deloitte on Americans' media habits, conducted in September and October 2009
Adweek | January 27, 2010 "Boomers Log Some Serious TV Time"

Where people would most want to watch mobile TV programs:

SOURCE: Frank N. Magid Associates survey for Open Mobile Video Coalition

Multichannel News | January 25, 2010 "TV Behind the Wheel"

• Despite their heavy use of texting for socializing, teens are more likely to make purchases influenced by traditional channels like TV commercials (62%), catalogs (55%) and email (36%).

Research conducted by ExactTarget in collaboration with the Center for Media Design
MediaPost's Engage:GenY | January 22, 2010 "The Fluid Nature Of Gen Y's Media Habits"

• 69% of Canadians say ads play an important role in consumer spending

Ipsos Reid poll commissioned by the Institute of Communication Agencies (ICA)
Media In Canada | January 22, 2010 "Can ads save the economy? Consumers say yes?" (Subscription required)

• 41% of Super Bowl viewers said they would re-watch the spots online on websites like AOL, Yahoo and YouTube

Survey by Venables Bell & Partners in San Francisco
The New York Times | January 21, 2010 "For Super Bowl XLIV Advertisers, Synergy Is the Name of the Game"

• 51% of viewers enjoy the Super Bowl more for the ads than the game
• General recall for ads airing in the 1st quarter of the game averaged 69% for the last three Super Bowls. By the 4th quarter it slipped to 58%
• Likeability for ads in the 1st quarter averaged 40% falling to 25% by the 4th quarter
• Recall increases an average of 31% for ads that air on both TV and the web

Nielsen viewer survey
Adweek | January 20, 2010 "Super Bowl's Ads More Exciting Than the Game?"

• The leap in web traffic for Super Bowl advertisers for the 2009 game was up an average of 63%

Nielsen
MediaDailyNews | January 20, 2010 "Nielsen: Super Bowl Ads Drive Web Traffic"

•  Kids aged 8-18 are marinating in media more than ever " an average 7 hours 38 minutes daily. And thanks to their ability to multitask, they're being typically being exposed to 10 hours and 45 minutes of media in one form or another.

The Kaiser Family Foundation"s Generation M: Media in the Lives of 8-18 Year olds
RBR/TVBR | January 20, 2010 "Kids are ravenous for media"

• 70% of women said they are considering which big ticket purchases they would like to make in the future. Fifty percent of women said they expect to make a major purchase within the next year or two.

Corus Entertainment's 'Her Report'
Media In Canada | January 13, 2010 "Corus 'Her Report' signals women not yet ready to spend" (subscription required)

• More than half, 55%, of Canadians said they were planning to buy a mobile phone in the next six months. That's increased from 19% from the same study done last year.

Global Telecoms Insights study from research firm TNS
Marketing Magazine | January 12, 2010 "Canadians Eager to Upgrade Their Cellphones: TNS"

• 81% of moms have visited a brand's web site for more information
• 65% have signed up to receive a newsletter from a brand

MomConnection study
MediaPost Marketing | January 11, 2010 "It's Personal, Not Social"

• 42% of online video consumption occurring during the day, when most people are at work.

Nielsen
TVNewsCheck | January 8, 2010 "TV Still Leads A Changing Viewing World"

• 58% of men and 41% of women actively surfing the HD channels for something to watch when they first turn on their set.

Multichannel News | December 12, 2009 "Mixed Picture: HD Penetration UP, But Viewer Confusion Persists"

• Sports fans engage in an average of 74 brand-related conversations each week " one-third more than the average.
• 52% majority of sports fans say their conversations lead to purchase intent.
• After the 2008 Super Bowl, advertisers enjoyed an appreciable increase " 16% " in daily WOM levels.
• Following the 2008 Super Bowl, 23% of advertiser's WOM was driven by television commercials alone " a rise of 92% since before the big game day.
• Winter Olympics fans are also nearly two times more likely to be consumer influencers, qualifying as catalysts in nearly every major advertising category.

Keller Fay Group
MediaBizBloggers | January 7, 2010 "Playing the Game: Why Sports marketing Scores Points for Brands"

• A new poll from Ipsos Reid shows that while most Canadians were at least somewhat affected by the recession in 2009, many hold a positive outlook for the year ahead.

  Approximately two-thirds of those polled described their personal financial outlook for 2010 as "bright."

Marketing | January 5, 2010 "Ipsos Poll Shows Hope for 2010"

• In the U.S., consumers purchased 2.6% more chocolate than in 2008. U.K. chocolate lovers bought 5.9% more chocolate this year. In China, chocolate confectionery sales rose 18%, and in the Ukraine, 12%. Argentineans ate 1.8% more, and in Belgium, which claims it produces some of the world's finest, sales gained by 3.2%.

Mintel
MediaPost News Marketing | December 30, 2009 "Despite Economy, Chocolate is Non-Negotiable"

• Watching large-screen TV is still the favourite means for viewers. 86% prefer watching on TV -- live, DVR or on demand. Less than 10% prefer watching the same content online.

Deloitte's 2009 State of the Media Democracy survey
MediaDailyNews | December 15, 2009 "Recession's Silver Lining: TV Usage On The Upswing"

• A 2009 Nielsen-funded study by the Council for Research Excellence found that bringing an HD set into the home "increased viewing by 6% to 7%."

Multichannel News | December 12, 2009 "Mixed Picture: HD Penetration UP, But Viewer Confusion Persists"

• Loud advertisements cause 61% of viewers to have a negative perception of the product; 38% said they are less likely to pay attention to the ad; and in response to this question the number saying they change channels increases to 23%.

Harris Corporation, research conducted by Wakefield Research
RBR/TVB | December 16, 2009 "Loud ad ban may be doing advertisers a favor"

• 46% of viewers become aware of new TV content from TV ads.

Knowledge Networks report, How People Use Video Navigation
Research Brief | December 16, 2009 "TV Ads, WOM Top Sources For Video Viewing Choice"

• When it came to what does influence holiday shoppers, coupons emerged as the most influential, with 45% of consumers citing them. Word of mouth and advertising inserts influence 27% of consumers, while broadcast TV and newspapers influence 23% and 22% of shoppers, respectively.

Retail Advertising and Marketing Association
Advertising Age | December 15, 2009 "In Holiday Retail Sales, the Best Ad Doesn't Always Win"

• 83% of consumers ranked TV ads among the top three media that influence their purchasing decisions

Deloitte's 2009 State of the Media Democracy survey
Reuters | December 15, 2009 "Americans turn to TV as recession hits spending"

• 66% of consumers said they watch TV and surf the web simultaneously -- with 85% of those online while watching TV, searching for something they just saw on the air

Schneider Associates, IRI and Sentient Decision Science, Most Memorable New Product Launch Survey
Adweek | December 13, 2009 "KFC Grilled Was Most-Recalled '09 Launch"

• 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"

Past Numbers

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