Category news stream

Traditional

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 »

    Print Newspaper Ads Seen A Key Influence on Consumer Shopping Behavior

    September 17, 2014

    NAA-Actions-Driven-by-Newspaper-Ads-Sept2014Print newspaper ads are still a powerful medium for influencing consumer purchase behavior, details the Newspaper Association of American (NAA) in a new report. The study notes that 52% of adults use print newspapers - including ads in regular news and classified pages and inserted circulars - on a weekly basis to assist them with their shopping planning and purchase decisions. Many also report having bought something advertised in a print newspaper. 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 »

          Advertising and PR Industry Continues to Suffer From Low Public Perception

          September 16, 2014

          Gallup-Americans-Views-of-Business-and-Industry-Sept2014Source: Gallup

            Notes: Just 37% of Americans have a positive view of the advertising and public relations industry, which puts it behind reputationally-challenged industries such as pharma and banking (each at 40%). With 33% of survey respondents having a negative view of the advertising and PR industry, the net positive rating for the industry is just 4%, on par with pharma as the 6th-worst among 25 measured. By comparison, the restaurant industry has the highest net-positive rating, of 60% (67% positive versus just 7% negative), while the retail (40%) and travel (37%) industries also have relatively good reputations. 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 »

            Are Billion-Dollar Strategic Decisions Being Made on the Basis of Data or Intuition?

            September 12, 2014

            PwCEIU-Data-Intuition-Big-Decision-Making-Sept2014Spending on data analytics is rising, and CMOs report that one of their most effective applications of predictive analytics has been to leverage consumer data to support intuitive hypotheses. With all the buzz about big data, recent studies have shown somewhat conflicting results regarding the extent to which data or intuition is used in decision-making. Now, a new study [pdf] from PricewaterhouseCoopers (PwC) indicates that few senior executives rely most on data when making big decisions. Read more »

            Companies’ Top Strategic Partnership Drivers

            September 12, 2014

            CMOCouncil-Strategic-Partnership-Drivers-Sept2014Source: CMO Council / Business Performance Innovation (BPI) Network [download page]

              Notes: Some 85% of survey respondents report that strategic partnerships and alliances are at least important to their business, although 43% say that less than 60% of their partnerships have been successful. Effective partnerships are most beneficial in acquiring new customers (68%) and increasing revenue (66%), per the report, and respondents most commonly seek them out to gain access to new ideas, insights and innovations (44%) and because of the complexity and pace of business (35%). Read more »