Product Type: Market Research Report
Published by: Mintel International Group Ltd.
Published: February 2007
Product Code: R560-2528Description Advertisers spent $267 billion in 2005 to get their message out to the American public and the business sector, but a pressing question remains: given the dramatically changing media and cultural landscapes, what is the best way for firms to communicate messages to key audiences?
This report examines consumers’ attitudes towards television, Internet, radio, print, and public advertising. Using Mintel’s exclusive consumer research, extensive analysis is devoted to how TiVo, DVRs, Internet video, and other technologies and trends have affected consumers’ receptivity to commercials.
This report also identifies which media channels are suffering as a consequence of these changes, and which media channels hold opportunities for advertisers seeking to reach various constituents.
Specific topics include:
- Groups most and least receptive to television commercials
- The emergence of new opportunities on the Internet
- Opportunities for reaching select groups via traditional media outlets
This report also features lengthy discussion on important trends in advertising in 2005 and 2006, along with related changes in the cultural fabric, such as the “iPod Effect” and the decline in leisure time.
Mintel analyzes how demographic changes are reshaping the American population, the affluence of various sectors of the population, and snapshots of what the country’s population will look like in 2012.
Table of Contents - Scope and Themes
- What you need to know
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The changing face of America
- Following the money trail
- Important trends in advertising and culture in 2005 and 2006
- Tuning out television commercials
- Tuning into TV commercials
- Attitudes towards Internet advertising
- Attitudes towards reading newspapers
- Incidence of radio listening
- Attitudes towards outdoor advertising
- Areas of opportunity & recommendations
- Demographic Trends
- Summary
- Total population
- Figure 1: Population, by age, 2002-12
- Male population
- Figure 2: Male population, by age, 2002-12
- Female population
- Figure 3: Female population, by age, 2002-12
- Population by race and Hispanic origin
- Figure 4: Population, by race and Hispanic origin, 2002-12
- Figure 5: Total population and white population, by age, 2006
- Figure 6: Total population and Hispanic population, by age, 2006
- Figure 7: Total population and black population, by age, 2006
- Discretionary income
- Figure 8: Households with discretionary income*, by race and Hispanic origin of householder, 2002
- Trends in Media and Impact Factors
- The Internet takes center stage
- Figure 9: Advertising expenditures on the Internet, 2000-09
- The Internet, the reshaping of the American mind, and advertising
- Unconventional advertising on the rise
- Social networking sites gain traction
- Figure 10: Online advertising spending at social networks, 2006
- Figure 11: Average percentage of media budget allocated to online advertising for 2007
- Internet and unconventional advertising: A reality check
- Figure 12: Total advertising expenditures, by channel, 2005
- Commercials ignored at the touch of a button
- Less leisure time
- Content is still king
- Figure 13: A comparison of household viewership for the top five television and cable shows, August 2006
- The iPod effect and the demand for non-linear content
- Television—Viewing, Attitudes Toward Advertising
- Introduction
- Summary
- Average hours of TV watched
- Figure 14: Average hours of television watched per week, by age, January 2007
- Figure 15: Average hours of television watched per week, by household income, January 2007
- Figure 16: Average hours of television watched per week, by race, January 2007
- Figure 17: Average hours of television watched per week, by marital status, January 2007
- Figure 18: Average hours of television watched per week, by household size, January 2007
- Figure 19: Average hours of television watched per week, by number of children, January 2007
- Figure 20: Average hours of television watched per week, by education, January 2007
- Figure 21: Average hours of television watched per week, by employment status, January 2007
- DVR penetration, subscribe and planning to
- Figure 22: Subscribe/plan to subscribe to a DVR service, by race, January 2007
- Figure 23: Subscribe/plan to subscribe to a DVR service, by marital status, January 2007
- Figure 24: Subscribe/plan to subscribe to a DVR service, by children in household, January 2007
- Figure 25: Subscribe/plan to subscribe to a DVR service, by employment status, January 2007
- Use of DVR to skip through commercials
- Figure 26: Using DVR to skip through commercials, by household income, January 2007
- Notice advertisers when skipping through commercials
- Figure 27: Noticing advertisers while skipping through commercials, by age, January 2007
- Figure 28: Noticing advertisers while skipping through commercials, by Hispanic origin, January 2007
- Figure 29: Noticing advertisers while skipping through commercials, by household size, January 2007
- Figure 30: Noticing advertisers while skipping through commercials, by presence of children in the
- Attitudes towards TV advertising
- Find TV annoying
- Figure 31: Find television advertising annoying, by employment status, January 2007
- Pay attention to commercials
- Figure 32: Pay attention to commercials, by children in household, January 2007
- Find commercials enjoyable
- Figure 33: Find commercials are enjoyable, by race, January 2007
- Reasons TV advertising is annoying—the advertisements are usually for things I’m not interested in
- Figure 34: Feel ads are for things they’re not interested in, by age, January 2007
- Reasons TV advertising is annoying—advertising not informative
- Figure 35: Feel TV advertising is not informative, by education, January 2007
- Reasons TV advertising is annoying - the advertising is below my level of intellect
- Figure 36: Feel TV advertising is below my level of intellect, by education, January 2007
- Reasons TV advertising is annoying - the advertising is not meant for me
- Figure 37: Feel advertising is not meant for them, by age, January 2007
- Figure 38: Feel advertising is not meant for them, by children in household, January 2007
- Reasons TV advertising is annoying - I rarely see an advertisement I haven't seen before
- Figure 39: Rarely see an ad they haven’t seen before, by household income, January 2007
- Expectation to be entertained by TV commercials
- Figure 40: Expect to be entertained by TV advertising, by age, January 2007
- The Internet—Social Networking, Attitudes Towards Advertising
- Summary
- Membership of online social networks
- Figure 41: Member of an online social network, by age, January 2007
- Figure 42: Member of an online social network, by household income, January 2007
- Attitudes towards online advertising
- Figure 43: Attitudes towards online advertising, by urban/non-urban, and by gender, August 2006
- Figure 44: Attitudes towards online advertising, urban population, by age, August 2006
- Figure 45: Attitudes towards online advertising, urban population, by race/ethnicity, August 2006
- Attitudes towards online advertising linked to music/other content
- Figure 46: Attitudes towards online music advertising, by gender, October 2006
- Figure 47: Attitudes towards online music advertising, by age, October 2006
- Figure 48: Attitudes towards online music advertising, by household income, October 2006
- Attitudes Towards Newspapers/Print Advertising
- Summary
- Attitudes towards and reading of newspapers
- Figure 49: Attitudes towards newspapers, by age, Spring 2006
- Figure 50: Attitudes towards newspapers, by Hispanic origin, Spring 2006
- Figure 51: Read a newspaper most days, by household size, Spring 2006
- Enjoy reading magazine ads
- Figure 52: Enjoy reading ads in magazines, by race, Spring 2006
- Attitudes Towards Radio
- Summary
- Incidence of daily radio listening
- Figure 53: Listen to the radio daily, by race, Spring 2006
- Figure 54: Listen to the radio daily, by household income, Spring 2006
- Figure 55: Listen to the radio daily, by education, Spring 2006
- Attitudes Towards Outdoor Advertising
- Summary
- Incidence of noticing outdoor media
- Figure 56: Incidence of noticing outdoor media, by race, Spring 2006
- Figure 57: Incidence of noticing outdoor media, by Hispanic origin, Spring 2006
- Future Trends
- Advertisers will spend more online
- Online commercials may work
- Social networking sites - a hot spot
- Figure 58: Most popular websites for Americans by percentage of time spent, December 2006
- Reaching Hispanics
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