- 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"
- 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"
- 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
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?"
- NBC compared 142 Olympic marketers' commercials -- their Olympic advertising versus their regular TV media plans -- and found there was, on average, 24% higher brand recall, 31% more message recall, and 21% better likability for TV viewers.
- For advertisers using Olympic-themed advertising, the numbers were higher than for those Olympic advertisers that didn't. Olympic-themed advertising had 18% higher brand recall, 65% improvement in message recall, and 88% more in likability.
- Of those more highly engaged Olympic users, 91% are using TV and internet versus 64% who only use TV. And 81% of combination TV/ Internet users could be found talking about the Olympics versus 57% of people who only watched TV.
MediaDailyNews | February 23, 2010 "Olympic Ads Pay Off For Marketers, NBC"
- BBM Canada president Jim MacLeod says out-of-home viewing is tracking at 12.6% so far during the Games.
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"
Kaiser Family Foundation
Research Brief | January 27, 2010 "Kids Pack 10 3/4 Hours of Media Content Into 7 1/2 Hours Every Day"
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:
| |
Total |
Ages 18-29 |
| Public place |
36% |
47% |
| At home |
36% |
43% |
| At work |
35% |
48% |
| Commuting as car passenger |
28% |
41% |
| Commuting on bus, train, or subway |
24% |
38% |
| None |
20% |
8% |
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"
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% say they are less likely to pay attention to the ad; and 23% change channels to avoid them.
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
- 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/M2ä Three Screen Report
nielsenwire | December 7, 2009 "Three Screen Report: TV Remains Strong as DVR and Online Video Show Most Growth"