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Top 10 Marketing Charts of the Month – August 2014

August 29, 2014

MarketingCharts-Top-10-Charts-of-August-2014-entryThis month's quick-hit set of top charts includes the following topics: marketers' changing media mix; online channel goals and digital metrics; top concerns among CMOs; content marketing's effectiveness; the most-desired brand video types; social's growing impact on TV; and consumer spending patterns by category and generation. Read more »

US Ad Spending Forecast to Reach New Peak Next Year

August 28, 2014

MAGNAGLOBAL-US-Ad-Spend-Growth-in-2015-Aug2014Source: MAGNA GLOBAL

    Notes: US ad revenues are expected to increase by 3.5% next year, with the 4.9% normalized growth rate excluding the effects of Political & Olympic (P&O) spending being the fastest rate of growth since 2005. That would bring core media advertising revenues to $172 billion, a new peak. Digital media ad sales are predicted to grow by 15.7%, fueled by social media (+32%) and video (+31%). Meanwhile, this year's ad revenue growth forecast has been downgraded from the prior forecast of 6% to 5.1%, due in part to macro-economic conditions and to lower incremental P&O spending estimates. Read more »

    How is the Marketing Media Mix Changing?

    August 19, 2014

    CMOCouncil-Marketers-Changing-Media-Mix-Aug2014Digital channels are beginning to rank among the top-budgeted areas of marketers' program spend, finds the CMO Council in its latest State of Marketing report [download page]. Indeed, websites, microsites and communities now rival trade shows and conferences in share of planned program spend, outweighing TV advertising as well as lead generation and thought leadership (including content syndication). As expected, the biggest changes in the works are reserved for digital channels. Read more »

    Top Cable Companies Now Have More Broadband Than Pay-TV Subscribers

    August 19, 2014

    LRG-Broadband-Pay-TV-Subs-in-Q2-Aug2014Source: Leichtman Research Group (LRG)

      Notes: After threatening to top the number of pay-TV subscribers last year, the number of cable companies' broadband subscribers finally reached that milestone during Q2, per LRG data. Overall, though, the number of US broadband subscribers (85.9 million) boasted by the top providers trails the number of pay-TV subscribers (95.5 million) enjoyed by the top providers, as cable providers have a larger share of the broadband than pay-TV market (which has gradually been shifting to telephone providers). Read more »

      Consumers’ Typical Music Listening Sources

      August 15, 2014

      Nielsen-Music-Listening-Sources-Aug2014Source: Nielsen [download page]

        Notes: Multicultural consumers (Hispanics, African-Americans and Asian-Americans) are more digitally connected to music than the total market, per Nielsen data. They're more likely to typically listen to internet/streaming radio services, on-demand video streaming and on-demand audio streaming, while being less likely to tune in to regular AM/FM radio. Even so, they spend more annually on CDs ($13) than digital albums ($10) and reserve the largest share of their music-related budgets for live events, spending an average of $50 on live music annually. Study results also suggest brands can engage with multicultural consumers via music sponsorships.
          Related: Gen Z Turns to Newer Platforms for Music Discovery

          Who’s Using Snapchat?

          August 13, 2014

          comScore-Snapchat-Penetration-Growth-Apr2013-Jun2014-Aug2014It's well established that Snapchat is more popular with youth, but new data from comScore and CivicScience [pdf] offer some updated figures relating to Snapchat's popularity. According to comScore's numbers, Snapchat penetration is now at about half of 18-24-year-old smartphone users, up from less than one-third a year earlier and closing in on Instagram (54.6%). And while Snapchat's popularity does tail off among older smartphone users, it has still been growing quickly. Read more »

          Top 10 Streamed Titles on SVOD Services

          August 13, 2014

          GfK-Top-Streamed-Titles-US-SVOD-Aug2014Source: GfK

            Notes: TV series accounted for all of the top 10 titles streamed during the 13-week survey period in which respondents kept a diary of their viewing on Netflix, Amazon Prime Instant Video and Hulu Plus, with 8 of those 10 programs being cable TV series. This has important implications for the TV industry, consistent with a discussion in the new MarketingCharts Debrief on the TV industry that suggests that legacy TV still has a strong grip on quality content (though that's loosening - as apparent by the appearances of 2 Netflix shows on the above chart), and that much of online video viewing is driven by a desire to catch up on TV shows. Read more »

            What’s the State of TV Viewing and Advertising in the US?

            August 12, 2014

            TVinContextEntryThe ways by which Americans watch TV are changing and the evolution of TV is a topic of considerable debate, driven by TV's dominant stature as an advertising medium. A new MarketingCharts Debrief, "TV in Context: Viewing Trends, Ad Spending, and Purchase Influence" [download page] examines the current state of TV in the US, placing Americans' traditional TV viewing trends and marketers' spending on TV ads in the context of the broader undercurrents shaping the TV industry. Read more »

            Top 100 B2B Advertisers’ Spending Trends, by Medium

            August 12, 2014

            AdAge-Top-B2B-Advertisers-Media-Spending-Trends-in-2013-Aug2014Source: Ad Age

              Notes: Ad spending by the 100 largest B2B advertisers grew by 3.4% year-over-year in 2013 to an estimated $4.9 billion, according to Ad Age DataCenter's analysis of Kantar Media measured media spending data. Broadcast and cable TV combined to account for a leading 56% of that spending, up by 3% from 2012. Not surprisingly, spending on internet display ads grew most quickly, by 25.3%. The only other medium to see an increase among the top 100 was outdoor (+2.4%), with magazine spending relatively flat (-0.3%), newspaper spend down by 9.4% and radio spend declining by 13.7%. Read more »

              Social Media’s Impact on TV on the Rise

              August 5, 2014

              Nielsen-Social-Impact-on-TV-Aug2014Social media's impact on TV is gradually growing, details Nielsen in newly-released survey data showing social to be driving increased TV program awareness and live TV viewing. Indeed, one-quarter of respondents to Nielsen's Q4 2013 survey claimed to be aware of more programs as a result of social media, up from 18% during the year-earlier period. Moreover, 11% reported that social media caused them to watch more live TV, up from 8% during the Q4 2012 survey. The results are consistent with other research on social's impact. Read more »