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Weekend Data Points, 12/19/14

December 19, 2014

Centris-New-Pay-TV-Packages-Dec2014How much would consumers pay for alternative pay-TV packages that combine basic service with streaming options from Netflix and from HBO (which recently announced that it will launch a standalone OTT service)? The good news for pay-TV providers, according to survey results from Centris Marketing Science, is that consumers seem willing to pay extra to add OTT to a basic internet + pay-TV package. The bad news, though, is that they'd expect this bundle to come at a significant discount. More interesting data points for the weekend follow. Read more »

2015 Marketing Budget Trends, by Channel

December 16, 2014

StrongView-2015-Marketing-Budget-Plans-by-Program-Dec2014Business leaders are generally optimistic about the direction their marketing budgets will take next year, according to a StrongView survey [pdf]. Indeed, 54% expect their budgets to grow next year (up from 46% in last year's survey), with one-third of those forecasting budget growth of at least 10%. So which channels are slated for increases - and which will see budget cuts? Read more »

Majority of Pay-TV Subscribers Also Report Having Netflix Subscriptions

December 16, 2014

PwC-Share-Pay-TV-Subscribers-With-Netflix-2014-2013-Dec2014Source: PricewaterhouseCoopers (PwC) [pdf] Notes: Pay-TV, it seems, is no longer enough: roughly two-thirds of pay-TV subscribers between the ages of 18-49 also have Netflix subscriptions, according to a recent PwC survey, which notes that Netflix penetration among pay-TV subscribers isn't confined to youth. In fact, almost 6 in 10 subscribers aged 50-59 double as Netflix subscribers, triple the share from last year. Overall, 65% of pay-TV subscribers surveyed have Netflix and 32% Amazon Prime, up from 41% and 18% last year, respectively. Read more »

Where Upscale Boomers Notice Advertising

December 12, 2014

ShullmanResearchCenter-Top-Ad-Channels-Among-Upscale-Boomers-Dec2014Source: Shullman Research Center

    Notes: TV ads have the broadest reach among upscale Boomers (those aged 50-68 with household income of at least $75k), according to new data released by the Shullman Research Center that segments previously-released data by generation. Three-quarters of upscale Boomers reporting having seen TV ads during the 30 days prior to the survey, with a majority also reported having seen or heard advertising in mail sent to their home (53%) and in newspapers (printed or digital; 51%). Read more »

    Twitter Users Seen Avid Consumers of TV Shows Across Sources

    December 11, 2014

    Ipsos-Twitter-Users-TV-Viewing-Across-Sources-Dec2014Source: Ipsos MediaCT

      Notes: Twitter users are more likely than non-users to watch various types of video content during a typical week, ranging from broadcast TV (67% vs. 63%) to online subscription video-on-demand (52% vs. 35%), according to data released from an Ipsos MediaCT study. What's more, they turn to a variety of sources for TV show content at a greater rate than non-users, per the study. For example, they're more likely to watch TV shows on Netflix (57% vs. 39%), TV network websites (37% vs. 19%), TV network apps (33% vs. 9%) and iTunes (28% vs. 6%). Not surprisingly, then, they're also more apt to describe themselves as experts about TV and as people whose opinions are sought regarding TV shows. Read more »

      B2B Marketers on the Most Effective Channels Used to Promote Events

      December 10, 2014

      Regalix-Most-Effective-Channels-Used-to-Market-B2B-Events-Dec2014Source: Regalix [download page]

        Notes: Emails (97%), websites (92%) and social media (87%) are the online channels most commonly used to promote events, and they're also the channels that B2B marketers feel are most effective in marketing events (84%, 68%, and 68%, respectively), according to a new study from Regalix. Among offline channels, direct mail (50%), print media (47%) and telemarketing (47%) lead in usage, with direct mail (27%) topping telemarketing (16%) and print (11%) in terms of perceived effectiveness. Read more »

        Top 10 Multi-Platform TV Websites – November 2014

        December 9, 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.

        Staying Ahead of the (Media) Curve With Affluents

        December 9, 2014

        AffluentsDebrief-Print-MediaAffluents represent a growing segment of the US population, both in number and in purchasing power. As a focal point for many marketers - not just in the luxury vertical - this group's media habits deserve scrutiny. In a new MarketingCharts Debrief, Media Habits of the Affluent, we take a closer look at the legacy channels that have staying power with affluents and those most ripe for displacement by digital media. Read more »

        Are Young People Watching Less TV? (Updated – Q3 2014 Edition)

        December 8, 2014

        Nielsen-Traditional-TV-Weekly-Viewing-Trends-Among-18-24-Q12011-Q32014-Dec2014The latest TV viewing figures are in, and with almost 4 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 it might be time to rename this article "How Much Less TV Are Young People Watching?" Indeed, as the data in the Q3 total audience report (previously cross-platform report) [download page] from Nielsen attests, the drop-off in viewing by the 18-24 demo continues to intensify. Read more »

        How Global Media Advertising Dollars Will Be Spent in 2017

        December 8, 2014

        ZenithOptimedia-Share-Global-Adspend-by-Medium-2017-v-2014-Dec2014Source: ZenithOptimedia

          Notes: Global ad spending will grow by 4.9% next year and by 5.6% in 2016 before slowing slightly to a 5.2% rise in 2017, details ZenithOptimedia in its latest forecast. As expected, mobile will be the prime contributor of ad spending growth, as mobile ad spend will increase by an average of 38% each year during the forecast period. By 2017, mobile is predicted to account for 11.2% share of total spend, more than double this year's estimated 5% share. Also by 2017, ZenithOptimedia forecasts the desktop internet (19.6%) to exceed print (magazines and newspapers, combined; 18.1%) in ad spend share, although that development will be more due to print's decline than to desktop internet's growth. Read more »