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Attitudes Towards Advertising in Digital and Broadcast Media - USProduct Type: Market Research ReportPublished by: Mintel International Group Ltd. Published: December 2005 Product Code: R560-1817 Description The changes in media explored in this report suggest that the system of ad placement is on the verge of a significant change. Annoyance with television advertising is widespread, with 62% of Mintel’s respondents saying that they are not interested in the products in the commercials they see and 52% saying that they don’t like being forced to watch commercials. Digital cable and digital video recorders (DVRs) have given viewers more freedom regarding what they watch and when they watch it. Movies and original cable programming are now available commercial-free On Demand as a part of basic cable service in major urban markets. DVRs allow viewers to record programming with a single click and fast-forward through commercials, and the majority of DVR users do so. However, while DVRs pose a momentary problem for marketers, they may be the enablers of a future form of superior targeting, where consumers can “pull” entertaining commercials for voluntary viewing.
Already, internet advertisements based on a “pull” model offer superior targeting opportunities and accountability, whereby consumers themselves indicate what kind of advertising they would be interested in, such as on Google and other Internet search engines. Not only does pull advertising allow for superior targeting, it also gives sponsors a more accurate idea of how many consumers are actually paying attention to their advertisements by monitoring click-through rates. This measure of accountability has driven a boom in pay-per-click advertising in cyberspace. This report provides insight into the merits of different advertising platforms by examining the consumer’s subjective impression of advertising across these platforms:
Table of Contents Introduction and AbbreviationsIntroduction Subject of this report Data for this report Other relevant reports Abbreviations & terms Abbreviations Terms Executive Summary Advertisers focus on two generations: Boomers and Echo Boomers Market growth continues Television is still king Change in media buying habits is slow Shift from push to pull Advertising more effective on consumers with passive lifestyles Women and minority groups more tolerant of advertising Cinema advertising emerges as a way to reach younger consumers DVR penetration poised for growth Internet the best way to reach resistant consumers Market Factors Demographics Figure 1: U.S. population by generation, 2000, 2005 and 2010 Baby Boomers Generation X Echo Boom (Gen Y) Advertising spend Figure 2: Total U.S. advertising spend, 1999-2005 Figure 3: Graph: Total U.S. advertising spend, 1999-2005 Figure 4: Graph: Growth in U.S. real GDP and total domestic ad spending, 1997-2005 Figure 5: Growth in total domestic ad spend and P&G domestic ad spend, 1999-2005 Ad spend segmentation Figure 6: Total U.S. ad spend by media type, 2002 & 2004 Figure 7: Indexed ad spend in current prices by media type, 1999-2004 Television Figure 8: Decline of average network ratings, 1990 and 2003 Internet Other high growth forms of advertisement Market trend: a shift from push to pull Comparison of Media Types Which media types attract the most attention Figure 9: Attention paid to advertising in various media types, by gender, October 2005 Figure 10: Attention paid to advertising in various media types, by age, October 2005 Figure 11: Attention paid to advertising in various media types, by age, October 2005 Figure 12: Attention paid to advertising in various media types, by income, October 2005 Figure 13: Attention paid to advertising in various media types, by race/ethnicity, October 2005 Likelihood of paying attention to an ad, by media type Figure 14: Consistency of attention paid to advertisements in various media types, by gender, October 2005 Figure 15: Consistency of attention paid to advertisements in various media types, by age, October 2005 Figure 16: Consistency of attention paid to advertisements in various media types, by race/ethnicity, October 2005 Figure 17: Consistency of attention paid to advertisements in various media types, by presence of children in the household, October 2005 Summary Comparison of television platforms Relative viewerships of different television platforms Figure 18: Viewing of different television platforms, by gender, October 2005 Figure 19: Viewing of different television platforms, by age, October 2005 Figure 20: Viewing of different television platforms, by household income, October 2005 Figure 21: Viewing of different television platforms, by race/ethnicity, October 2005 Figure 22: Viewing of different television platforms, by number of children in the household, October 2005 Attitudes toward advertising on different television platforms Figure 23: Attitudes toward advertising on different television platforms, by gender, October 2005 Figure 24: Attitudes toward advertising on different television platforms, by age, October 2005 Figure 25: Attitudes toward advertising on different television platforms by race/ethnicity, October 2005 Summary Attitudes toward Television Advertising Demographic trends in general attitudes toward television advertising Figure 26: Attitudes toward advertising, by gender, May 2004-May 2005 Figure 27: Attitudes toward advertising, by age, May 2004-May 2005 Figure 28: Graph: Key attitudes toward advertising, by age, May 2004-May 2005 Figure 29: Attitudes toward advertising, by household income, May 2004-May 2005 Figure 30: Graph: Key attitudes toward advertising, by household income, May 2004-May 2005 Figure 31: Attitudes toward advertising, by race/ethnicity, May 2004-May 2005 Figure 32: Attitudes toward advertising, by presence of children in household, May 2004-May 2005 Figure 33: Attitudes toward advertising, by selected cohorts, May 2004-May 2005 Additional attitudes toward TV advertising Figure 34: Additional attitudes toward TV advertising, by age, October 2005 Reasons television advertisements are annoying Figure 35: Reasons why television advertising is annoying, by gender, October 2005 Figure 36: Reasons why television advertising is annoying, by age, October 2005 Figure 37: Graph: Key reasons why television advertising is annoying, by age, October 2005 Figure 38: Reasons why television advertising is annoying, by household income, October 2005 Figure 39: Reasons why television advertising is annoying, by race/ethnicity, October 2005 Figure 40: Reasons why television advertising is annoying, by children in the household, October 2005 Summary Attitudes of teens toward TV advertising Figure 41: Teen attitudes toward television, by age and gender, October 2005 Figure 42: Teen attitudes toward television, by race/ethnicity, October 2005 Teen attitudes toward the movies Figure 43: Teen attitudes toward movies, ads in movie theaters, by age and gender, October 2005 Figure 44: Teen attitudes toward movies, ads in movie theaters, by race/ethnicity, October 2005 Teen attitudes toward newspapers Figure 45: Teen attitudes toward newspapers, ads in newspapers, by age and gender, October 2005 Figure 46: Teen attitudes toward newspapers, ads in newspapers, by race/ethnicity, October 2005 Summary Digital Video Recording DVR penetration Figure 47: DVR penetration by gender, October 2005 Figure 48: DVR penetration by age, October 2005 Figure 49: DVR penetration by household income, October 2005 Figure 50: DVR penetration, by number of children in household, October 2005 Effect of DVR use on commercial viewing Figure 51: Skipping of commercials with DVR, by race/ethnicity, October 2005 Figure 52: Recognition of commercials skipped with DVR, October 2005 Characteristics of DVR users Figure 53: Attitudes toward media and the Internet correlated to DVR usage, May 2004-May 2005 Summary Appendix: Trade Associations Appendix: Simmons cohorts Figure 54: Married couples cohorts Figure 55: Single women cohorts Figure 56: Single men cohorts Appendix: Research Methodology Consumer Research Datascension, Inc. and Harris Interactive Service Bureau Greenfield Online ICR Surveys EXCEL Simmons National Consumer Surveys Technometrica TechnoExpresssm Trade Research Informal trade research Formal trade research Desk & Internet Research Sources Definitions Forecasts Appendix: What is Mintel? 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