Nielsen Company released some intriguing demographic data, from part 2 of its “State of the Media Spring 2012” report—this part presenting an in-depth look at usage by demographic (ethnicity, gender and age).
White TV viewers use their DVRs at twice as much as any other group on a daily basis for time-shifted viewing; yet Asians watch the most timeshifted content as a share of overall TV time.
Among the online destinations for streaming TV content, Hispanics are most likely to watch on Netflix (still no advertising opportunities), where Asians are most likely to watch on Hulu and black viewers on YouTube (both ad friendly).
- Teens used a gaming console for an average of eight minutes during primetime, more than twice as much as the general TV population.
- When watching TV and using their tablet computers simultaneously, male tablet users were more likely to look up information related to a TV program, and females were more likely to up look info related to a TV ad.
- Females spend 61.2% of timeshifted viewing during primetime to watch dramas.
- Females spend 46.9% of real-time viewing watching drama, versus 34.5% for men.
- Females spend 13.5% of their time viewing sports, versus 32.7% for me.
- Online adults aged 25-54 are 23% more likely than the average U.S. Internet user to follow a brand via social networking and 29% more likely to purchase a product online that was featured on TV.
That eight-minute figure for teens and gaming seems low, frankly. Few games can be played in eight minutes. Presumably, that average is dragged down because teens who spend zero minutes on gaming outnumber those who spend hours at a time.
Following 3.8% growth in 2011, global advertising spending is expected to grow by 4.9% in 2012 to $465.5 billion, according to the latest Global Advertising Forecast from Strategy Analytics.
The U.S. ad spend will increase by just 2.7% compared to that global 4.9%. still, that beats 2011’s meager 0.6% growth. The U.S. will trail Europe as well, where ad spending is expected to grow by 3.7% to $136.3 billion in 2012.
Not a bad picture, globally. Ed Barton, Strategy Analytics’ Director of Digital Media Strategies, chalks the gains up to such major global-impact events as—
- The Summer Olympics
- The U.S. presidential elections
- The European Football Championships
- Japan’s continued recovery from the earthquake
Global Advertising by Media Type
Looking at spend by media type reveals that global TV advertising is expected to grow by 5% in 2012 to $188.5 billion, equivalent to 40% of all global spending. Global print advertising is expected to grow by 0.5% to a 26.4% share. Other traditional formats including cinema and radio will grow by approximately 4%.
By contrast, global online advertising is expected to grow 12.8% to $83.2 billion and 18% of global ad spending. Barton says, “Online advertising will continue along its growth trajectory fuelled by strong growth in emerging markets and increased spending volumes on social networking and online video advertising.”
U.S./Europe Advertising by Media Type
Online spending will lead in terms of growth in the US: online is expected to grow by 6.7% this year to $27.4 billion, versus 3.7% for TV and 2.9% for other traditional formats. Print is expected to decline by 1.5%.
In comparison, online advertising across Europe is expected to grow by 11.7% this year compared to 3.4% for TV and 2.4% for ‘other traditional’ advertising. Print is expected to decline by 0.1%.
Still says Barton, the U.S. will continue to lead the world in the share of revenue generated by TV advertising, which this year will be approximately 41% compared to 35% in Europe and 24% in the UK. Internet ad growth lags the world, but, will overtake print ads in 2016, a year ahead of the global market.
One caveat: “The [Eurozone] is one defining incident away from all forecasting outlooks…being rendered irrelevant,” says Barton. One natural disaster or economic collapse could shatter spending in a region of unsustainable national and household fiscal deficits.
A second caveat: this forecast does not include mobile advertising in online advertising. Mobile advertising is forecasted to reach $2.61 billion in the US in 2012, alone, representing 47% growth over 2011. At nearly 10% of the $27.4 billion projected for other online ad spend with its 6.7% projected growth, mobile stacks up very well.
Sunset for Print
As Leika Kawasaki, an analyst at Strategy Analytics's digital media strategies practice told DMNews, “Advertising is moving to online. We see clear online growth over traditional print advertising, which is shrinking in the US.” Kawasaki sees no major shifts in the role of print ads, as the “watershed” has already occurred: the shift of classifieds and locally-targeted campaigns to online advertising.
Thus, “Print spending in newspapers tends to be dominated by retailers looking to drive store traffic,” which too will continue to erode in the U.S. where print readership continues to decline.
Americans are spending 33+ hours per week watching video, and across numerous screens, according to the just-issued Nielsen Cross Platform Report. That is a lot of media time, but where to buy ad time? It depends who you are attempting to reach. Older viewers watch the most television. Young viewers are watching less, but as The New York Times describes it, "Youths are watching, but less often on TV."
Nielsen reported data for Q3 2010 and Q3 2011, year-over-year (YOY), and as Nielsen describes it, “changes are afoot” as consumers seek the options that make the most sense for them (usually depending upon their comfort with the Internet, or household income).
Younger viewers are spending less time watching TV, at 120.56 minutes per month, while those over 55 watch the most at 195.10 minutes per month. But the total viewer time is more even, taking into account mobile media and online. The upshot, says TechCrunch, is that “the issue isn’t as simple as switching from one medium to another,” for example, from TV to TV-over-Internet. Rather, with a “plethora of new TV consumption choices,” the mix is inconsistent, even among viewers in the same household.
Three quarters (75.3%) surveyed pay for broadband Internet, up from 70.9% in 2011. Fully 90.4% pay for cable, telco-provided TV or satellite. Also, homes with both paid TV and broadband increased 5.5% since last year.
The number of homes subscribing to wired cable decreased 4.1% over the past 12 months, while telco-provided and satellite TV increased by 21.1% and 2.1%.
Although they comprise less than 5% of TV households, homes with both broadband Internet and broadcast TV are on the rise, having grown 22.8% over the last year. In those households, viewers stream twice as much video content as do the average households, and watch half as much broadcast TV.
Among other findings for Q3 2011, YOY:
- Households watching time-shifted TV increased by 65.9% YOY
- Mobile video viewing increased by 205.7% increase in users
- TV over Internet increased by 21.7%
- Asian wired cable subscribers declined from nearly 66% to 51%
- 12% of Asians opt for telco delivery, up 3% YOY
- Hispanic homes are more likely to be broadcast only at 15%, or satellite connected at 34%, than any other ethnic demographic.
Beginning with this week’s issue, The Economist will run a section devoted entirely to China. This is only the third time in 170 years that the magazine has created a country-specific section. But as Editor in Chief John Micklethwait told Audience Development, “China is getting so large that trying to constrain it in a section like geo-politics was difficult.”
China is a broadly-interesting topic, Micklethwait believes, affecting the magazine’s entire global readership. The British-born magazine took the same stance during WWII with its still-existing U.S. section.
Circulation of The Economist within China is a miniscule 3,740, and Micklethwait is not counting on it growing; rather, he is counting on it increasing readership long-term in the U.S., among “That group [that] wants to know more about China than what they’re being told.”
In addition to mainstream business and politics, The Economist has reporters on the ground to cover rural life, social changes and emerging trends.
The Economist claims a 2011 circulation of 1,486,838, and a modest year-over-year growth of 3.03%. But Omniture clocked the digital edition with a swift 7,610,593 unique visitors in December 2011, and 34,124,539 page views.
$6.50 of every ten dollars in ad money is being spent on television, according to research from The Nielsen Company, maintaining TV’s status as the top advertising medium -- especially in emerging markets. Global advertising rose 8.8 percent year-over-year in Q1 to total US$ 118 billion based on published rate cards, as advertisers spent more on television and continued to invest in booming consumer Asian and Latin American markets. According to the new Nielsen Global AdView Pulse report, television advertising rose 11.9 percent year-on-year and increased its share among other traditional media (radio, magazines, and newspapers) from 63.5 percent to 65.3 percent in both developed and emerging economies.
- Sirius XM Radio announced that it will broadcast Super Bowl XLV in 10 languages, including Spanish, Chinese, Russian, Hungarian, German and French. offering listeners 14 different live broadcasts plus a wide mix of sports and entertainment programming throughout Super Bowl Week. On Super Bowl Sunday, SiriusXM will air an expanded lineup of live play-by-play broadcasts of Super Bowl XLV from Cowboys Stadium. The 14 different game calls will be available to Sirius subscribers and XM subscribers with the "Best of Sirius,” according to the company’s statement.