According to Nielsen data, and despite the vast amount of free content available, tablet owners are willing to pay for the media they really want. Nielsen compared the willingness to purchase media content among tablet owners in the U.S., U.K., Germany and Italy and found that Americans are the most likely to pay for all categories of media content but one—news. That likely is because news is free and plentiful: consider CNN.com, MSNBC.com, which charge no premiums for their content, versus outlets like the Wall Street Journal and New York Times online. Only the most dedicated newsies climb the paywalls.
Also true, guesses Ingrid Lunden of TechCrunch, there is a dearth of “free” apps in the European market, and more of a drive to premium subscriptions. Europeans are more accustomed to paying for news.
Other findings by Nielsen:
- Most U.S. tablet owners have paid for downloaded music (62%) and books (58%) for usage on their device. Approximately half have paid for movies (51%).
- News is the top content category among the European tablet owners surveyed: 44 percent of tablet owners in Italy, 19 percent of tablet owners in the UK, and 15 percent of tablet owners in Germany say they have paid for tablet news content.
- Among the European countries, Italians are the most willing to pay for media content on their tablet. “That probably points to fewer instances of “free” apps and more of a drive to premium subscriptions in that market,” guesses Lunden. Italy also outscored Germany and the U.K. in every other category, including music and books, streaming radio and magazines
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.
- An enthusiastic blog post from the Mobile World Congress (MWC) in Barcelona. Google Senior VP of Mobile and Digital Content Andy Rubin enthused “If you walk around the Android stand., it’s also evident that our hardware partners are thriving. There are 100+ devices on display at the conveyor belt bar…just a small portion of the 800+ Android devices that have launched to date.” Rubin recalled announcing 150,000 apps in the Android market at last year’s MWC, and claims the number has tripled to more than 450,000 apps today with more than one billion app doawnloads per month. “Think about the astonishing number of songs Shazam’ed, places Qype’ed and foursquare mayorships!”
- Buddy Media, which claims to be the social enterprise software of choice for eight of the world's top ten global advertisers, has announced the acquisition of Brighter Option, a London-based Facebook Ads API partner providing innovative social ad management software. Buddy Media believes it is now “the only company to combine social publishing, applications, analytics, commerce and paid advertising in a unified software suite.” Buddy Media spent six months shopping among 20 Facebook advertising technology partners, and concluded that Brighter Option had the most scalable technology, team and business model. Last quarter, Brighter Option’s social ad management software managed more than 92.5 billion impressions for more than 291 advertisers in 42 countries.
- MediaMorph, which provides technology for cross-platform media tracking, audience measurement and analytics, has raised $8 million in funding from Motorola Mobility and from London-based Smedvig Capital, reports Multichannel News. This investment round brings MediaMorph to a total of $11 million raised to date. MediaMorph clients include Sony Pictures, Warner Bros., Lionsgate, E! Networks, Starz, HBO, A&E Television Network and Cablevision Systems. In addition to media usage research, the startup provides rights and royalty management services.
- Coupon company Valpak has redesigned its iPhone and Android apps, and has launched its first-ever iPad tablet app, reports DMNews. Valpak is best known for its thick envelopes stuffed with coupons for local businesses (e.g., pizzerias, dentists, pool builders and cleaners). The company first launched its iPhone app in 2009, and last March, launched a location-based digital coupon service. The company says it was prompted to upgrade old apps and launch the new iPad app in response to increasing tabloid downloads, and a tripling in app downloads over the past 13 months.
- MTV has launched “Under The Thumb” in Europe, a new social TV app, reports TechCrunch. MTV partnered with digital agency AKQA to create the app, which MTV and Viacom call a “world first” in alowing users to watch MTV on mobile devices, share the content, then watch on-demand programs simultaneously with those (remote) friends. It has launched in Europe prior to migrating to the U.S., and will be free and ad funded.
$6.50 of every ten dollars in ad money is being spent on television, according to research from The Nielsen Company, maintaining TV’s status as the top advertising medium -- especially in emerging markets. Global advertising rose 8.8 percent year-over-year in Q1 to total US$ 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.
Bluefin Labs says it has come up with a new set of metrics it calls Response Level and Response Share. Response level is “the number of commenters for any given episode of a show” based on a 10-point exponential scale. Response share is the percentage of a program’s share of social response within a specific daypart, which roughly maps to the traditional Nielsen “share” metric. While there are other services that measure social interaction around TV, Bluefin is the first to take a crack at setting an industry standard with similarities to Nielsen’s TV rating and share. Nielsen offers cross-platform reporting spanning TV, web and mobile devices, but it hasn’t gained traction with a social TV standard of its own, reports Lost Remote.
The Huffington Post has launched a UK version of itself -- The Huffington Post UK. The site features the same combination of reporting, aggregation, and commenting forum, as well as a blogger platform. The Huffington Post (US) already attracts a U.K. monthly audience in excess of 1.2 million, the company said, and the UK site will feature premium ad formats, like AOL’s "Project Devil."
During the two to three-hour coverage prior to the verdict in the Casey Anthony trial – a woman acquitted of murdering her daughter -- users tuned to CNN.com for live video – with over 1 million users watching CNN.com/live, thirty times higher than the prior 4-week average, and also latest news at CNN was up – with approximately 12 million page views to CNN.com, four times higher than the 4-week average, reports TVbytheNumbers.
According to DisplaySearch research, "Quarterly TV Design and Features Report," by the end of 2015, a total of more than 500 million connected TVs will have shipped, accounting for 47% of all flat panel TVs. In 2011, about a quarter of all flat panel TVs shipped are expected to have some form of internet connectivity, and this number is forecast to grow to 138 million units in 2015.
- 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.
- Lagardère SCA announced it has received a fully binding offer more than $890M from Hearst Corporation for its international magazine business. The deal sells 102 titles in 15 countries (The United States, Russia & Ukraine, Italy, Spain, UK, China, Japan, The Netherlands, Czech Republic, Hong Kong, Mexico, Taiwan, Canada and Germany), according to a company statement.
- The FCC is proposing a voluntary auction of about 120 megahertz of television spectrum to mobile networks, an action that would take at least a year for permissions from Congress and cooperation from hundreds of stations around the country. Much of that spectrum, between channels 31 and 51, isn't being used, but some broadcasters fear existing programming on those channels could be moved to less attractive swaths of airwaves. Mobile networks expected to handle 35 times as much Internet traffic over the next five years as they do now, reports The Washington Post.