[Our most comprehensive edition yet! New additions this year include data for TV product placements and promotional products as well as analyses of ad exposure frequency!]
The US advertising market is set for continued growth – but the composition of ad spending is changing dramatically. Digital is poised to overtake TV as the largest advertising medium, and questions continue about underspending on mobile and overspending on print, at least relative to consumers’ media behaviors.
Those media behaviors are indeed changing – but what about consumers’ response to advertising across various media? Are imbalances in media consumption and ad spending the result of marketer inertia – or could they relate to ad effectiveness?
This MarketingCharts study, based on newly-conducted primary survey research, analyzes consumers’ stated attention to advertisers, exposure to advertising, and purchase influencers across a host of media and channels, including: word-of-mouth; TV ads; online reviews; opt-in emails; direct mail; print newspapers and magazines; radio; social networks; search engines; TV product placements; promotional products; mobile display; outdoor; online video; cinema ads; and video games.
This latest edition – the third of its kind – goes beyond even our own existing research by including perceptions of ad exposure frequency. These results are mapped against purchase influencers to analyze the extent to which perceptions of advertising influence can be linked to exposure to ads. Trends in purchase influencers are also examined for each demographic group, comparing 2016 results with 2014 to give a sense of which media are rising and falling in importance.
Results are analyzed across genders, generations, and household income levels, leading to several handy cheat sheets that reveal the demographic groups most influenced by the various advertising channels.
The 47-page study is jam-packed with 42 charts and tables. An accompanying Excel workbook containing the full MarketingCharts survey results by demographic can also be purchased.