- 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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