Category news stream


Millennials Mostly Talk About Brands Offline. Which Media Drive Their W-O-M Impressions?

September 16, 2014

KellerFay-Media-Marketing-References-in-Brand-W-O-M-Sept2014Online recommendations might be as influential as in-person ones, but the vast majority of word-of-mouth (W-O-M) impressions about brands occur offline, at least among Millennials (18-34). That's according to new figures released by the Keller Fay Group, which show that some 84% of Millennials' word-of-mouth impressions about brands take place offline - with 71% the result of face-to-face conversations (versus just 3% over social media). So which media and marketing content are spurring these conversations? Read more »

Nielsen’s Top 10 DMAs, 2014-2015

September 16, 2014

Nielsen-Top-10-DMAs-2014-2015-Sept2014Source: Nielsen [pdf]

    Notes: The number of TV homes overall decreased by 1.7% year-over-year to roughly 113.8 million, per Nielsen's estimate. While there was no change in the rankings of the top 10 markets, led by New York (7.4 million), Los Angeles (5.5 million) and Chicago (3.5 million), nine saw a decrease in TV homes from last year. Beyond the top 10, Phoenix (#11) and Detroit (#12) traded spots from last year, as did Tampa-St. Petersburg (#13) and Seattle (#14).
      Related: [Debrief] TV in Context: Viewing Trends, Ad Spending, and Purchase Influence Read more »

      Are Young People Watching Less TV? (Updated – Q2 2014 Data)

      September 15, 2014

      Nielsen-Traditional-TV-Weekly-Viewing-Trends-Among-18-24-Q12011-Q22014-Sept2014The latest TV viewing figures are in, and with more than 3 years' worth of data to examine, it's possible to see some real trends emerging in Americans' TV viewing habits. The short of it? Yes, youth as a whole are watching less TV - and they watch a lot less than older Americans. And, as the data in this latest cross-platform report [download page] from Nielsen attests, the drop-off in viewing by the 18-24 demo is intensifying again. Read more »

      Which Media Budgets Are Being Cannibalized to Fund Video Ad Spending?

      September 15, 2014 [download page]

        Notes: Video ad buyers are most likely to be drawing from display budgets to fund spending increases in the next 12 months, with broadcast and cable TV also under the gun. Interestingly, unlike agencies, trading desks and ad networks, brands are more likely to be cannibalizing cable than broadcast TV budgets, as there has been a significant increase from last year's results in the proportion of brands that will be drawing video ad budgets from cable TV. Also of note, brands are more likely to be pulling funds this year from display and search, but less likely to be diverting funds from print. Read more »

        Which Types of Brand Communications Most Influence Purchase Decisions?

        September 11, 2014

        Epsilon-Consumers-Most-Influential-Communication-Types-Sept2014There's no substitute for relevance, as numerous studies attest, and new research from Epsilon and Wylei Research finds yet again that communications containing relevant information and offers are most likely to impact consumers' purchase decisions. The data indicates that communications including personal information are significantly influential; while discounts may fuel email-driven purchases, this new study shows that those promotions need to be relevant in order to have an impact. Read more »

        US LGBT Media Habits, by Age Group

        September 10, 2014

        CMO-US-LGBT-Media-Habits-Sept2014Source: Community Marketing, Inc. [download page] Notes: LGBT websites and blogs are popular among respondents aged 18-34, with almost three-quarters having visited one during the 7 days prior to the survey. Interestingly, this age group is more likely to have recently streamed video on their computer (64%) than to have watched network or cable TV (50%), although the reverse is true for older age groups. Overall, interaction with LGBT websites and blogs is rising, while engagement with LGBT print media is steady. Read more »

        US Consumers Far More Likely to Recommend OTT Than Pay-TV Service Providers

        September 10, 2014

        Ericsson-TV-Video-Service-Provider-Satisfaction-Sept2014Source: Ericsson ConsumerLab [pdf]

          Notes: US users of aggregated OTT on-demand and regular TV provider services are much more likely to recommend their OTT provider than their TV provider, with average Net Promoter Scores (NPS) of 39 and 12, respectively. The Ericsson ConsumerLab report links that to key satisfaction attributes, noting that consumers are significantly more satisfied with the cost of their OTT service than their traditional TV service, while scoring their OTT service's video and audio quality on par with that of their regular TV provider. Read more »

          US Pay-TV Penetration Rates, 2010-2014

          September 4, 2014

          LRG-Pay-TV-Penetration-2010-2014-Sept2014Source: Leichtman Research Group (LRG) Notes: Some 84% of US households subscribe to a form of pay-TV service, down from a peak of 89% in 2010, per LRG, with the penetration rate decline mostly attributed to an increase in occupied housing with no concurrent increase in the number of pay-TV subscribers, which has remained relatively flat. Notably, the percentage of non-subscribers citing the internet or Netflix as their main reason for not subscribing has grown from 3% in 2009 to 11% this year. Meanwhile, non-subscriber rates are higher than average among TV households with annual incomes less than $50,000 (22%) and among those who have moved in the past year (22%). Read more »

          Top 10 Multi-Platform TV Websites – August 2014

          September 3, 2014

          Note: The Experian Marketing Services data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 5 million US internet users. Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately. Figures are for browser-based visits across personal computers, tablets and mobile phones, excluding in-application browser use.

          Media Buyers Say Clients’ Primary Focus Remains Spot TV

          September 2, 2014

          STRATA-Media-Buying-Areas-of-Interest-in-Q2-Sept2014Source: STRATA

            Notes: A majority of media buying agencies surveyed in Q2 said their clients are most interested in spot and cable TV, with interest in spot TV the highest in 22 quarters of the survey. Compared to last year, a higher share of agencies surveyed also point to spot TV as a primary medium of interest, while fewer cite the internet and digital media. Those trends run in opposition to the trajectory of US ad spending in Q2, though they may be related to political ad spending. Read more »