Category news stream

Television

Global Marketing Budget Sentiment in Q3

September 19, 2014

Warc-Global-Mktg-Budgets--in-Q3-Sept2014Source: Warc

    Notes: Global marketing budget optimism dipped a little quarter-over-quarter in Q3, but remains positive, with September marking the 21st consecutive month of budget improvement. Not surprisingly, marketers are most pessimistic about traditional media, with print and radio seeing the biggest budget contractions and TV mostly flat. Online and mobile, by contrast, are growing rapidly, though budget optimism was slightly tempered during the Summer months. Read more »

    US Ad Spend Trends, by Medium, in Q2 2014

    September 18, 2014

    Kantar-Ad-Spend-Trends-in-Q2-Sept2014US ad spending inched up by 0.7% year-over-year in the second quarter to reach $35.6 billion, dragging down the growth rate for first-half expenditures to 3.1%, per the latest quarterly figures from Kantar Media. The analysis notes that Olympic advertisers reined in spending by 4% year-over-year during Q2, while those not advertising during the Olympics increased spend by 2%, with the latter considered a more appropriate indicator of core media spending trends. Read more »

    Brands Report Adoption of Data-Driven TV Ad Campaigns

    September 17, 2014

    Adap.tv-Data-Driven-Linear-TV-Campaigns-Sept2014Source: Adap.tv [download page]

      Notes: Brands surveyed for the Adap.tv report (limited to video ad buyers) estimate allocating 60% of their video budgets to programmatic channels versus traditional or direct publisher sales. And it appears that they're extending their use of data-driven practices to linear TV, too, as 43% say they currently use some form of automated or data-driven process to drive traditional TV transactions.
        Related: [Debrief] TV in Context: Viewing Trends, Ad Spending, and Purchase Influence Read more »

        Young Multi-Screeners Continue to See Live TV as Important

        September 17, 2014

        Viacom-Young-Multi-Screeners-Attitudes-to-TV-Sept2014Source: Viacom

          Notes: Multi-screeners are twice as likely as single-screeners to say it's important to watch their favorite shows live (47% vs. 23%), according to a Viacom survey of more than 1,500 Viacom viewers aged 13-44. The survey results also indicate that multi-screeners are more likely to be loyal to a few networks and less likely to give up pay-TV because they rely on DVR. Separately, the Viacom survey finds that live TV retains a key role in viewing behavior across the age groups tracked despite the proliferation of viewing screens and sources. Read more »

          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

              Adap.tv-Budget-Shifts-to-Fund-Video-Ad-Increases-Sept2014Source: Adap.tv [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 »