The 2007 Entertainment, Media & Advertising Market Research Handbook

Now in its 9th edition, the handbook combines current market statistics with trend analysis and marketing strategies, providing a comprehensive and reliable guide for strategic planning and market development. You will find it an indispensable tool in dealing with the dramatic changes which are now taking place in the media and advertising fields.

As the #1 best selling publication of its kind available from any source, the handbook is an essential reference for advertising executives, brand managers, and marketing professionals in any field.

PART I: MARKET SUMMARY

1 MARKET SUMMARY

1.1 Expenditure Assessment

1.2 Shifts in Media & Advertising

2 MARKET LEADERS

2.1 Advertising Agencies

2.2 Media Corporations

3 CONSUMER USE OF MEDIA

3.1 The Leisure Marketplace

3.2 American Use of Time

3.3 Market Penetration Of Media

3.4 Consumer Use of New Media

3.5 Multitasking with Media

3.6 Influence of Media

4 ADVERTISING

4.1 Market Assessment

4.2 Top Advertisers

4.3 Top Brands

4.4 Advertising Spending By Segment

4.5 Advertising By Medium

4.6 Political Ad Spending

4.7 Outlook: 2007

4.8 Trends

PART II: MEDIA & ADVERTISING

5 CABLE & SATELLITE SERVICE OPERATORS

5.1 Market Assessment

5.2 Market Leaders

5.3 Subscriber Base

5.4 Revenue

5.5 Internet Protocol TV

5.6 Pay-per-view

5.7 Video-on-demand

5.8 Voice-over Internet Protocol (VoIP)

6 CONSUMER MAGAZINES

6.1 Market Assessment

6.2 Market Leaders

6.3 Advertisers

6.4 Circulation

6.5 Trends and Insights

6.6 Magazine Publishers of America

7 INTERNET

7.1 Market Assessment

7.2 Classified

7.3 E-mail

7.4 Really Simple Syndication

7.5 Search

8 MOBILE MEDIA

8.1 Market Assessment

8.2 Mobile Marketing

8.3 Mobile Music

8.4 Mobile Television

8.5 Other Mobile Applications

9 NEWSPAPERS

9.1 Market Assessment

9.2 Market Leaders

9.3 Advertisers

9.4 Circulation

9.5 Newspapers Online

9.6 Exploring Growth Areas

9.7 Competition: Free Metro Dailies

9.8 College Newspapers

9.9 Case Study: Newspapers as a Effective Medium

10 RADIO

10.1 Market Assessment

10.2 Market Leaders

10.3 Radio Listening

10.4 Advertising

10.5 Top 25 Markets

10.6 Radio Station Formats

10.7 Trends in Broadcast Radio

10.8 Satellite Radio

10.9 Internet Radio

11 TELEVISION

11.1 Market Assessment

11.2 Market Leaders

11.3 Television Viewing

11.4 Television Advertising

11.5 Viral Marketing For Television

11.6 TV Online

11.7 Mobile TV

11.8 Digital Television

PART III: ENTERTAINMENT

12 CONSUMER-GENERATED CONTENT

12.1 Market Assessment

12.2 Consumer-generated Ads

12.3 New Breeds of Agency

12.4 User-generated Content on Television

12.5 Blogs

12.6 Podcasts

13 FILMED ENTERTAINMENT & VIDEO

13.1 Market Assessment

13.2 Filmed Entertainment

13.3 Cinema

13.4 Video Sales & Rental

14 LIVE PERFORMANCES & EVENTS

14.1 Market Assessment

14.2 Top Tours

14.3 Destination Events

14.4 Concert Promoters

14.5 Sponsorships and Tie-ins

14.6 Ads on Broadway

15 RECORDED MUSIC

15.1 Market Assessment

15.2 Market Leaders

15.3 Online Music

15.4 Exploring New Concepts

16 VIDEOGAMES

16.1 Market Assessment

16.2 Market Trends

16.3 Gamer Demographics

16.4 In-game Advertising

PART IV: MARKETING & PROMOTION

17 BEHAVIORAL TARGETING

17.1 Market Assessment

17.2 Effectiveness of BT

17.3 Market Penetration

17.4 Behavioral Targeting in Television Programming

18 BRANDING

18.1 The Most Valuable U.S. Brands

18.2 Brand Loyalty Leaders

18.3 Next Generation Growth Brands

18.4 Brand Preference Variance Among Categories

18.5 Brand Extensions

18.6 Rebranding

19 DIRECT MARKETING

19.1 Market Assessment

19.2 Market Leaders

19.3 Market Outlook

19.4 Catalogs

19.5 Direct-response Television (DRTV)/Infomercials

19.6 Mail Lists

19.7 Telemarketing

20 ENTERTAINMENT MARKETING

20.1 Branded Entertainment

20.2 Product Placement

21 EXPERIENTIAL MARKETING

21.1 Overview

21.2 Case Study

22 IN-STORE & MALL ADVERTISING

22.1 Market Assessment

22.2 In-store Advertising

22.3 In-store TV

22.4 Mall Advertising

22.5 Effectiveness of In-store Media

23 NAMING RIGHTS

23.1 Market Assessment

23.2 Professional Sports Venues

23.3 Naming Rights ROI

23.4 Performing Arts and Concert Venues

23.5 Convention Centers

23.6 Hospitals

23.7 Shopping Malls

23.8 Colleges

24 OUT-OF-HOME ADVERTISING

24.1 Market Assessment

24.2 Marketshare Leaders

24.3 U.S. Outdoor Display Count

24.4 Outdoor Digital Signage

24.5 Trends in Out-of-home Advertising

24.6 Indoor Billboards

25 PROMOTING CORPORATE IMAGE

25.1 Corporate Social Responsibility

25.2 Cause Marketing

25.3 Green Initiatives and Marketing

25.4 Socially-conscious Ad Agencies

26 SPONSORSHIPS

26.1 Market Assessment

26.2 Market Outlook

26.3 Sports Sponsorships

26.4 Sponsorships for Cultural Events and Festivals

26.5 Municipal Sponsorships

26.6 Effectiveness

27 WORD-OF-MOUTH

27.1 Word-of-Mouth Marketing

27.2 Questioning Ethics

27.3 Metrics

28 VIRTUAL WORLDS

28.1 Virtual Worlds

28.2 Real Brands In Virtual Worlds

28.3 Virtual Media and Entertainment

28.4 Advertising Agencies

PART V: MARKET FOCUS

29 ETHNIC FOCUS

29.1 African-American Demographic

29.2 Asian-American Demographics

29.3 Hispanic-American Consumers

29.4 Native-American Consumers

30 FAITH-BASED MEDIA

30.1 Market Assessment

30.2 Broadcasting

30.3 Film

30.4 Music

30.5 Publishing

30.6 Sports

30.7 Videogames

31 GAY & LESBIAN MEDIA & ADVERTISING

31.1 Market Assessment

31.2 Media Usage

31.3 Film and Television

31.4 Music and Radio

31.5 Internet Usage

31.6 Print Media

31.7 Marketing to the LGBT Demographic

32 GENDER FOCUS

32.1 Female Demographic and Media

32.2 Male Demographics

33 GENERATIONAL FOCUS

33.1 The Millennials

33.2 Generation X

33.3 Baby-Boomers

MARKET RESOURCES

REFERENCES