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Archives » Hispanic

Univision Radio Launches National AM Network, “Univision America”

Published 1 year, 10 months ago

Univision Radio, a leading radio company serving Hispanics in the U.S., has announced the launch of its new AM radio network, Univision America. The network will include radio stations in nine markets across the country, featuring local, national and international news, weather and traffic updates, as well as shows focused on the issues that matter most to Hispanics, including current events, health and family, finances, education, sports, and entertainment.

For advertisers, it appears there cannot be enough Spanish-language inventory. Spanish-language TV was up 8.3% year-over-year in 2011, versus 2.4% for TV overall. Spanish-language magazines were up 24.9% YoY, defying a 0.4% decline for all magazines. Arbitron's "Hispanic Radio Today" study released in November found that radio's reach among both English and Spanish dominant Hispanics is between 95% and 96%. As Billboard described, Hispanics in almost every demo and age group over-indexed in radio consumption compared to non Hispanics, spending nearly 14.5 hours a week listening to radio.

“As the leading Spanish-language radio network in the country, Univision Radio has served Hispanic audiences by bringing them best-in-class programming,” said Jose Valle, president of Univision Radio. “Univision America reinforces our commitment to continue empowering the Hispanic community by offering listeners unparalleled access to local, national and international news and information.”

Univision America will be available in Miami, Chicago, Houston, Dallas, McAllen, El Paso, San Antonio, Las Vegas and Los Angeles, featuring a combination of news segments, local programming and insightful commentary delivered by some of Univision Radio’s most revered personalities and new talent.

Univision Radio Network claims to be the #1 Spanish Radio network in the country, and in major markets, it is home to stations that rank #1 in any language. Univision Radio’s portfolio currently includes 69 owned and operated stations in 16 markets, including all top 10 markets reaching more than 16 million listeners a week.

RBR-RTV adds that “Hopefully it will add more excitement to Hispanic network radio." If Univision gives their well-known Hispanic talents/franchises their own shows and properly promotes them, "the medium will get more visibility."

 

Telemundo Upfront: 40% More Original Spanish-Language Content

Published 1 year, 11 months ago

Telemundo Media (an NBCUniversal property), which is the fastest growing broadcast network in primetime among adults 18-49 according to Nielsen data, has announced its 2012-2013 programming lineup, with more than 800 hours of original content. That increases the network’s original programming slate by nearly 40%.

That is good news for advertisers hoping to reach the Hispanic demo. According to Kantar Media, Spanish language TV ad spending surged 19.1% in fourth quarter, paced by higher sell-out levels at over-the-air networks. For all of 2011, the segment increased 8.3%.

The network’s new programming increase includes six telenovelas, two daytime shows and a reality competition. New original telenovelas include “El Rostro de la Venganza” (The Face of Revenge), “El Señor de los Cielos” (The Lord of the Heavens), “La Patrona” (The Patron), “Pasión Prohibida” (Forbidden Passion), “Nace un Idolo” (An Idol is Born) and “Fina Estampa” (Fine Pedigree); as well as daytime programs “Cuauhtemoc” and “Virgen Morena” (The Virgin of Guadalupe), and reality competition “Yo Me Llamo” (My Name is). Telemundo also announced the launch of its new branding campaign for the fall and unveiled a new logo capturing the essence of the Hispanic experience in the U.S. Additionally, Telemundo expanded its family of mobile apps with the launch of the Telemundo Entertainment App, giving audiences access to Telemundo content wherever and whenever they want it.

“This season we are presenting our most ambitious original programming slate ever, a testament to our commitment to produce the most relevant Spanish-language content for the largest Hispanic audience possible,” said Emilio Romano, President, Telemundo Media. “Fueled by our record-breaking performance and the support of Comcast and NBCUniversal, together with a leading team of executives, our mission is to become the number one Hispanic media company in the U.S. and the leading producer of Spanish-language content in the world.”

Telemundo Media enters this year’s Upfront with an increase of four share points in the first half of the broadcast season, the only major Spanish-language network to grow its share. The network also recently delivered its highest-rated quarter ever in network history with total viewers, up 10% vs. Q1 2011. In addition, Telemundo’s cable youth channel, mun2, is the number one Hispanic cable network among Hispanics in the coveted 18-34 demographic. In March, Telemundo.com was the #1 Spanish-language website for engagement, delivering six times more minutes per viewer and 15 million more total minutes than its competition.

Last year, Telemundo and mun2 recorded their best Upfront season ever, adding more than 50 new advertisers, delivering 20% growth in national ad revenue, more than any other Spanish-language broadcast network. An estimated $88MM of new business came to Spanish-language television with Telemundo commanding more than half (55%) of that new business. And in the first quarter of 2012, Telemundo added 12 new advertisers, with increases in the automotive and pharmaceutical categories.

Telemundo announced it will launch its rebranding campaign complete with a new logo, tagline and on-air identity this fall. The network’s new positioning platform aims to capture the duality of Telemundo’s audience, balancing the strong connection to their Latin roots with their contemporary mindset of living in the U.S.

The network’s original programming will embody the brand attributes of modern, original, creative, pioneering and passionate, all aimed at speaking to the hearts and minds and the unique perspective of its audience.

“Hispanics living in the U.S. often transcend two worlds — roots in their home country and their lives here today,” said Jacqueline Hernández, Chief Operating Officer, Telemundo Media. “Our new positioning platform reflects our audience’s duality of being in America and being Latino.”

Additionally, Telemundo Digital announced the launch of its Entertainment App. The Telemundo Entertainment App features bilingual content, marking the first time Telemundo and mun2 partner on a mobile app. The bilingual app features content from Telemundo’s popular CrossOver channel on www.Telemundo.com  and provides users with the most up-to-date entertainment news through breaking news alerts. Users can access Telemundo’s full programming schedule and add calendar reminders to their phone about program air dates and times and mark particular programs and sections as “favorites.” In addition to commenting on and rating the app’s articles, photos and videos, a new social media integration enables users to share content from the app directly with friends and followers, as well as follow, tweet and re-tweet favorite Telemundo programs, talent and celebrities.

Following is a list of the Telemundo Media series:

TELENOVELAS

“El Rostro de la Venganza” (The Face of Revenge)

After spending most of his life in jail paying for a crime he has no memory of committing, 30 year-old Diego Mercader Carrasco is released and adopts a different identity to begin a new life and protect himself from his past. With the help of his psychiatrist Antonia Villarroel and Ezequiel Alvarado, who becomes his benefactor and a father figure, Diego gets a second chance as he will now be known as Martin Mendez.

Antonia and Martin (Diego) become romantically involved, and she teaches him about life and love. As her love for Martin grows, Antonia digs deeper into Diego’s case, trying to find out what really happened 20 years earlier. Determined to prove his innocence, Antonia gets involved more than she should and will pay a very high price for her investigation. Meanwhile, Martin must uncover the past and piece together clues and memories of the tragedy that unfolded 20 years ago to reveal…what really happened that day?

“El Señor de los Cielos” (The Lord of the Heavens)

Damian Torres is a man of humble beginnings who dreamed of having it all. Through relentless will and fearless determination, Damian transforms himself from a poor peasant into one of the world’s richest men and a powerful drug trafficker, wanted by the DEA. Damian embodies the entire spectrum of what the human soul is capable of, from the virtuous to the unthinkable, all fueled by his immeasurable desire for power and wealth. Damian's life turns into a quest for survival when his numerous enemies start hunting him down and the DEA closes in. He realizes that his only way out is to start a new life as literally a new man, so he decides to undergo facial reconstruction. Damian will discover that on the dangerous path to riches he chose to take, there is no turning back.

“La Patrona” (The Patron)

Adriana Ordoñez’s life has led her to endure unexpected hardships, but because of her immeasurable strength, she will ultimately experience the greatest of transformations, both physically and emotionally, in a quest for redemption. After her parents died in an accident, Adriana is taken in by Mari Cruz Perez, the distinguished Beltran family’s chef. Mari becomes Adriana’s foster mother giving her the love and affection she craved. Adriana’s misfortune comes as a result of falling in love with Alejandro, the fiancé of one of the Beltran family’s daughters, which makes Adriana a target for many in the family. Her enemies conspire and have her locked up in an asylum, but a terrible fire destroys the facility. Adriana narrowly escapes with her life; however everyone believes she is dead. While she is recovering, Adriana learns that she inherited her father’s valuable lands. Adriana vows to take advantage of the opportunity and change her life forever. Transforming herself into a powerful and wealthy woman, Adriana hides her true identity to take revenge upon those who wronged her. But will her plans for revenge eclipse the only true love she has ever known?

“Pasión Prohibida” (Forbidden Passion)

Mariana is driven by hatred against Deborah, her mother, whom she blames for the death of her father. Mariana marries Juan Pablo, an older, wealthy widower, whom Deborah has set her eyes on, seeking his fortune. Despite Juan Pablo’s kindness and love towards her, in reality, Mariana does not genuinely love him. When Mariana discovers a hidden truth and realizes her vengeance is unfounded, she tries to find happiness alongside Juan Pablo. However, Mariana never imagined that she would find the passion and true love she was seeking in Bruno, her husband’s nephew. For his part, Bruno has an internal struggle because of the passion he feels for Mariana and the loyalty he owes to Juan Pablo, a man whom he considers his adoptive father. Ultimately, Mariana and Bruno will live a love that is passionate but forbidden and which will turn Mariana into a victim of her own game.

“Nace un Idolo” (An Idol is Born)

The serialized biography is based on the real-life story of José Sosa Ortiz – better known as José José, “El Príncipe de la Canción” (The Prince of Song), a Mexican musical icon adored by millions around the world. His story embodies a man’s journey to reach the status of an idol – including fame and fortune – and the high price he had to pay to achieve his dreams.
“Nace un Idolo” highlights the passion and excitement that a superstar artist feels for his craft and the adoration of his fans. It also displays the frailty of the man coping with his addiction and its damaging effects. His is a story of hope and new beginnings and the success to regain all that he almost lost — his family, his voice, his life.

“Fina Estampa” (Fine Pedigree)

After her husband apparently disappears at sea, Griselda is determined to do anything to provide for her family, even if it means taking on the job of a “handyman,” an unusual profession for a woman. Hard-working and humble, Griselda is proud of her job because it allows her to prove that someone can have a decent, happy life without compromising one’s values. One of her sons is getting engaged to the daughter of Teresa Cristina, a wealthy, elegant and superficial woman. Teresa Cristina is horrified at the prospect of being related to a woman from a lower class so she continuously humiliates Griselda, even though her husband, Rene, reproaches her for her actions.

After many years playing the same lottery numbers, Griselda wins $25 million dollars, and her life suddenly changes, but not her nature. Her fortune doesn’t just bring Griselda a better life; it also “resurrects” her husband who had supposedly been dead for years, leading to a series of unexpected complications for Griselda and her family. Despite having more money than she ever imagined, Griselda learns that life is never easy; but for someone with integrity, anything is possible — even finding true love.

“La Reina del Sur 2” (Queen of the South 2)

Telemundo also announced today it has acquired the rights to the sequel of “La Reina del Sur,” the blockbuster hit that captivated viewers night after night, making it the highest-rated novela in the company’s history. Production and air dates to be announced.

DAYTIME

“Cuauhtemoc"

The daytime talk show stars Carlos Cuauhtémoc Sánchez, a bestselling author and international motivational speaker, as the host of this program where couples and families will overcome their personal issues and struggles.

“Virgen Morena” (The Virgin of Guadalupe)

“Virgen Morena” is a dramatic series featuring self-contained episodes that highlight moving stories inspired by true events where people facing a life struggle look to Our Lady of Guadalupe (affectionately known in Mexico as “La Virgen Morena”) for a miraculous resolution to their problem. The series marks the first time in the industry a daytime novela is produced exclusively for U.S. Hispanics.

REALITY COMPETITION

“Yo Me Llamo” (My Name is)

“Yo Me Llamo,” an international hit, is a talent competition where the country’s most talented amateur singers/performers compete to win a grand prize by transforming themselves into their favorite musical icon.

ABC, Univision CableNet For English-Speaking Hispanics

Published 1 year, 11 months ago

ABC News and Univision News today have announced an agreement “in principle” for a far-reaching, multiplatform joint venture dedicated to “informing, empowering and inspiring Hispanic Americans in English while providing all audiences with uncompromising coverage of current events with a unique perspective.”

The agreement would capitalize on Univision’s news leadership and expertise in reaching U.S. Hispanics and ABC’s global news leadership to serve over 50 million Hispanics, which the companies agree is the youngest and fastest-growing demographic in the U.S. The presentation in English is in response to the 2010 U.S. Census, which revealed that U.S. born Latinos represented about 60% of growth in the demographic over the last decade. Currently, Hispanics represent 16% of the total population in the United States (U.S. Census data), a number that is projected to double to 30% by 2050. Hispanics wield considerable spending power of over $1 trillion, and have an increasing impact on social, economic and political trends.

The new 24/7 network will include America’s first English-language channel for English-dominant and bilingual Hispanics as well as integrated digital and social platforms. It will deliver news content focused on issues, lifestyle interests and culture of importance to Hispanics and will feature a combined pool of journalists from both ABC News and Univision News.

This is good news for advertisers who are looking for another Hispanic-oriented outlet (which soared in 2011). According to Kantar Media, Spanish language TV ad spending surged 19.1% in fourth quarter, paced by higher sell-out levels at over-the-air networks. For all of 2011, the segment increased 8.3%. But, there were few Hispanic-oriented, English-language outlets. 

Huffington Post first leaked the ABC/Univision talks in February, citing unnamed “sources close to the negotiations.” The goal at the time was to begin broadcasting before the U.S.  Presidential Elections in November. Hispanics are considered influential swing voters in numerous states, including Florida, new Mexico and Arizona.

As HuffPo observed, this announcement is part of a strong trend: Fox News also added a Fox News Latino website in 2010 and Huffington Post itself created a Huffpost LatinoVoices site. NBC Universal as well increased the cross-reporting between its news division and its Spanish language Telemundo network.

Nielsen Releases Primetime Trends By Ethic, Gender Demos, Second Screen Habits

Published 1 year, 11 months ago

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).

Other findings:

  • 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.

NY Radio: ESPN Takes Over WRKS FM, Launching ESPN Deportes On AM

Published 1 year, 11 months ago

New York’s 30-year-old WRKS (Kiss FM) will no longer broadcast at 98.7, reports the Wall Street Journal. Owner company Emmis Communications announced Thursday that it will lease the frequency to ESPN, effective Monday, April 30.

WRKS will merge with its WBLS, at 107.5 FM—a long-time rival—consolidating the city’s urban adult contemporary market under one call. The stations have announced they will "Maintain the Kiss FM legacy," by bringing aboard Kiss FM personality Shaila, and night-time DJ Lenny Green. Emmis has sold WRKS’s intellectual property to WBLS parent company YMF Media. 

ESPN has for 11 years broadcast at 1050 AM, as the New York Times describes, challenging the better-established WFAN (a 24/7 sports station on the AM 660 frequency, which used to run “Imus in the Morning”). ESPN Radio New York will take over 12:01 a.m. Monday, and in mid-September, its AM slot will become the Spanish-language ESPN Deportes New York. That, said Traug Keller, an ESPN senior vice president, "Is the real gem [of the shuffle] which will better allow us to add a Hispanic element."

The Times speculates that this is a strong sign that ESPN Radio will pursue the rights to carry Yankees games, for which WCBS-AM pays $14 million in a yearly contract. ESPN Radio already carries the New York Knicks, Rangers and Jets games, while WFAN has the Mets, Giants, New Jersey Nets and New Jersey Devils.

 

Print: General Interest Consumer Mags Bled Ad Pages in Q1, Niche Pubs Fared Better

Published 2 years ago

Q1 2012 was “disappointing” for the magazine industry, as Folio describes it; and “lackluster” by Ad Age—depending on the title. Some niche publications like Architectural Digest, Boating and Latina are jumping for joy, as are Traditional Home and Dash.

According to the latest Publishers’ Information Bureau stats, ad pages among computer magazines were down 8.2% in Q1 2012 compared to the same period in 2011, for a decline from 36,868 pages to 33,828.

Generalized women's titles overall suffered January through March, with declines at Better Homes & Gardens, Essence, O! The Oprah Magazine and Ladies’ Home Journal among others. The beauty- and fashion-conscious Marie Claire defied the trend, with a 10% gain, and women’s luxury title W gained 16.6%.

Meredith’s Executive Vice President and President of Media Sales Dick Porter told Ad Age that advertisers are targeting their audiences. “If they’re doing broad, TV is doing that role.” Meredith titles include Better Homes and Gardens, Family Circle and Ladies' Home Journal, and EatingWell. That title dropped 11.2% YoY in ad pages, despite its popularity. Effective with the September/October 2012 issue, EatingWell magazine will raise its rate base from 500,000 to 600,000, an increase of 70 percent from this time last year. In January 2012, Meredith raised the magazine's rate base from 350,000 to 500,000.

Generalized news magazines saw some extreme highs and lows. TIME dropped nearly 21% to 227 ad pages, and The Week plummeted 31.5%; while Newsweek bucked the trend with gains of 27.5%.

Spanish-language titles are strongly on the uptick. People En Espanol gained 16.2%, Ser Padres (the Spanish-language version of Parents, another Meredith title) 24.6%, and Siempre Mujer 26.2%.

Highs and Lows by Category

As Min Online details, only two categories (toiletries and cosmetics; apparel and accessories) saw increased ad pages in Q1, while automotive took a pounding with a 35.8% decrease.
Still, home and lifestyle titles overall had some strong gains.

Fine Cooking was up 76.9% to just over 15 ad pages; Veranda leapt 64.1%; and new-ish food title Dash was up 52.2%.

Research: TV Was Champ in 2011 Ad Spend, Hispanic Media Skyrocketed, Online a Mixed Bag

Published 2 years ago

Kantar Media has released its final tallies for 2011 ad spending across media, and the results are a mixed bag. They suggest that advertisers value TV, are losing faith in consumer magazines and newspapers (no news there), and are on the fence about digital advertising.

Surprisingly hard hit were Sunday magazines (like Parade, The Boston Globe Magazine and the New York Times Magazine). Presumably this is because print newspaper subscriberships are down, and readers tend to cut out the expensive Sunday editions to save money, before they cancel daily subscriptions.

Big winners: Spanish-language media, and TV syndication.

Spanish-language TV was up 8.3% year-over-year, versus 2.4% for TV overall. Spanish-language magazines were up 24.9% YoY, defying a 0.4% decline for all magazines.Syndicated TV was up 15.4% over that 2.4% for TV overall (due in part to the astounding success of “The Big Bang Theory” which hit syndication in Q3).

The Year Overall

Total advertising expenditures increased an unimpressive 0.8% in 2011 and finished the year at $144.0 billion. Ad spending during the fourth quarter of 2011 dropped 1.0% versus the year ago period, the first quarterly decline since the end of 2009. Since reaching a post-recession peak in Q3 2010, advertising growth rates have slowed sequentially for five consecutive quarters.

“The contrast of resilient TV spending and waning budget allocations to other traditional media was plainly evident at the end of 2011,” said Jon Swallen, SVP Research at Kantar Media Intelligence North America. “Some mature digital media formats were also touched by the year-end tide of reduced spending. Whether this is an isolated occurrence or an early sign of digital dollars moving more quickly towards emerging and unmeasured digital platforms bears watching as 2012 unfolds.”

Measured Ad Spending By Media
Television continued to lead the ad market in the fourth quarter. Network TV expenditures jumped 7.7% year-over-year and were helped by strong pricing for football, a baseball World Series that went the maximum seven games and the launch of “The X Factor” singing competition program. The rate of Cable growth eased during Q4, finishing at +2.4% as higher demand from restaurants and retailers was offset by reductions from consumer packaged goods. For the full year, Network TV decreased by 2.0% while Cable rose 7.7%.

Spanish language TV ad spending surged 19.1% in fourth quarter, paced by higher sell-out levels at over-the-air networks. For all of 2011, the segment increased 8.3%.
Syndication TV benefitted from higher spending by department stores and health & beauty brands and saw expenditures soar 11.0% in Q4. Full year spending advanced by 15.4%.

Spot TV expenditures fell 8.7% in the fourth quarter but the more significant indicator was that November and December spending were each down, despite easy comparisons against diminished, post-election spending volume of a year ago. Full year Spot TV spending dropped 4.5%.

Free Standing Inserts achieved healthy gains in the fourth quarter with spend rising 3.0%. Although manufacturers have been distributing fewer FSI coupons, retailer promotion pages have increased significantly and this contributed to the improvement.

Ad expenditures for measured digital media declined in the fourth quarter. Paid Search budgets were 6.4% lower versus a year ago with continuing reductions from financial, insurance and local service advertisers. Display investments decreased 5.9% in Q4, dragged down by smaller budgets from auto manufacturers, telecom providers and travel companies. For the entire year, Paid Search declined 2.8% and Display increased 5.5%.

Magazine ad spending eroded at year end. Consumer Magazines declined 5.2% in the fourth quarter due to deep cutbacks in auto, food and pharmaceutical advertising. Total year expenditures were level compared to prior year. Outlays in Sunday Magazines fell 9.8% in Q4, the sixth consecutive quarter of year-over-year declines, and were down 7.2% for all of 2011.

Local Newspaper ad expenditures fell 3.9% during the fourth quarter, hurt by the reallocation of retailer advertising budgets to other media channels during the key holiday shopping season. Full year spending was 3.8% lower. The losses in Newspaper spending are consistent with reductions in the amount of space sold.

The pace of spending in Radio media also sagged. Local Radio expenditures were down 3.8% and National Spot Radio plummeted 13.9% in the fourth quarter. The telecom, financial service and automotive categories were prime contributors to these quarterly decreases.

Measured Ad Spending By Advertiser
Spending among the ten largest advertisers in 2011 reached $16,061.6 million, a 2.8% decline compared to a year ago. Among the Top 100 marketers, a diversified group that represents over two-fifths of all measured ad expenditures, full year budgets were down 0.2%.

For the ninth consecutive year, Procter & Gamble was the top advertiser with spending of $2,949.1 million down 5.4% compared to last year. While TV is still the foundation of its advertising media buys, P&G’s 2011 budget allocation saw share gains for magazines at the expense of TV.

AT&T was the second largest advertiser in 2011 with expenditures of $1,924.6 million, a decline of 11.7%. Media budgets were severely curtailed during the fourth quarter when the company abandoned its attempted acquisition of T-Mobile, triggering large breakup fees and a huge earnings loss. At Verizon Communications, full year ad spending was $1,636.9 million, a decrease of 11.8%. After a string of quarterly budget cuts dating to early 2010, Verizon sharply boosted its spending during the last quarter.

The largest growth rate among the Top Ten marketers was posted by Chrysler, up 36.2% to $1,193.0 for the full year. The increase was driven by marketing introductions for several new or redesigned models, coupled with the improved sales climate for new vehicles. In contrast, General Motors lowered its 2011 outlays by 16.1% to $1,784.1 million. Q4 media budgets dropped 24.7%. As factory support has been trimmed, GM dealers have been bearing a larger share of the overall marketing effort.

L’Oreal investments in 2011 rose 18.1% to $1,343.5 million as the company expanded marketing support for the L’Oreal Paris, Maybelline and Garnier brand lines. Comcast (+11.3%, to $1,577.2 million) and Time Warner (+5.8%, to $1,279.4 million) also posted full year spending gains.

Measured Ad Spending By Category
Expenditures for the ten largest categories grew 3.3% in 2011 and reached $81,629.2 million.

Automotive was the leading category in dollar volume and finished 2011 at $13,890.4 million, up 6.3%. Category spending growth became increasingly bifurcated during the year with Tier 2 and Tier 3 dealer budgets continuing to expand and Tier 1 manufacturer expenditures flattening.

Miscellaneous Retail, which is comprised of all retail segments except Department Stores and Home Improvement purveyors, was the second largest category with 2011 expenditures of $10,019.5 million, up 4.0%. Robust ad spending during the critical year-end holiday season bolstered results.

Insurance registered the largest growth rate among the Top Ten categories with a 13.5% gain to $5,519.0 million. Aggressive competition among auto insurers to gain market share continues to drive media budgets higher.

Financial Services totaled $9,059.9 million of spending, a 3.6% increase. Growth has been fueled by the credit card segment, offsetting continued weakness in ad budgets for investment products and retail banking.

The Telecom category lost ground as 2011 expenditures fell 5.8% to $8,649.0 million. Declines were most pronounced among the leading wireless service advertisers. Aggregates expenditures from TV service providers also slowed.

Top Spending Advertisers Within Select Media
The top ten TV advertisers spent $10,115.4 million in the medium during 2011, down 0.8% from a year ago. This group accounted for 14.9% of total TV expenditures by all advertisers.

The ten largest Internet advertisers invested a total of $2,360.6 million in paid search and display campaigns, up 10.0% versus a year ago. Despite fragmentation on the web, the group accounted for 10.9% share of all Internet ad dollars.

The top ten advertisers in Hispanic Media spent $1,403.6 million during 2011, an increase of 29.2%. This group accounted for 24.7% of all Hispanic Media expenditures, the largest Top Ten share concentration of any medium.

 

Research: 2011 U.S. Ad Spends Increased Barely, Digital Dipped Q4, TV Stayed Strong

Published 2 years, 1 month ago

Ad research think tank Kantar Media has released some media-specific results for 2011 (for retailers, on out of home adverts), but has just released its all-media, all-verticals results.
Total advertising expenditures increased 0.8% in 2011 and finished the year at $144.0 billion in 2011. Ad spending during Q4 dipped 1.0% over Q4 2010, which was the first quarterly decline since the end of 2009. Since reaching a post-recession peak in Q3 2010, advertising growth rates have slowed sequentially for five consecutive quarters.

“The contrast of resilient TV spending and waning budget allocations to other traditional media was plainly evident at the end of 2011,” said Jon Swallen, SVP Research at Kantar Media Intelligence North America. “Some mature digital media formats were also touched by the year-end tide of reduced spending. Whether this is an isolated occurrence or an early sign of digital dollars moving more quickly towards emerging and unmeasured digital platforms bears watching as 2012 unfolds.”

Measured Ad Spending By Media
Television continued to lead the ad market in the fourth quarter. Network TV expenditures jumped 7.7% year-over-year and were helped by strong pricing for football, a baseball World Series that went the maximum seven games and the launch of The X Factor singing competition program. The rate of Cable growth eased during Q4, finishing at +2.4% as higher demand from restaurants and retailers was offset by reductions from consumer packaged goods. For the full year, Network TV decreased by 2.0% while Cable rose 7.7%.

Spanish language TV ad spending surged 19.1% in fourth quarter, paced by higher sell-out levels at over-the-air networks. For all of 2011, the segment increased 8.3%.

Syndication TV benefitted from higher spending by department stores and health-and-beauty brands and saw expenditures soar 11.0% in Q4. Full year spending advanced by 15.4%.
Spot TV expenditures fell 8.7% in the fourth quarter but the more significant indicator was that November and December spending were each down, despite easy comparisons against diminished, post-election spending volume of a year ago. Full year Spot TV spending dropped 4.5%.

Free Standing Inserts achieved healthy gains in the fourth quarter with spend rising 3.0%. Although manufacturers have been distributing fewer FSI coupons, retailer promotion pages have increased significantly and this contributed to the improvement.

Ad expenditures for measured digital media declined in the fourth quarter. Paid Search budgets were 6.4% lower versus a year ago with continuing reductions from financial, insurance and local service advertisers. Display investments decreased 5.9% in Q4, dragged down by smaller budgets from auto manufacturers, telecom providers and travel companies. For the entire year, Paid Search declined 2.8% and Display increased 5.5%.

Magazine ad spending eroded at year end. Consumer Magazines declined 5.2% in the fourth quarter due to deep cutbacks in auto, food and pharmaceutical advertising. Total year expenditures were level compared to prior year. Outlays in Sunday Magazines fell 9.8% in Q4, the sixth consecutive quarter of year-over-year declines, and were down 7.2% for all of 2011.
Local Newspaper ad expenditures fell 3.9% during the fourth quarter, hurt by the reallocation of retailer advertising budgets to other media channels during the key holiday shopping season. Full year spending was 3.8% lower. The losses in Newspaper spending are consistent with reductions in the amount of space sold.

The pace of spending in Radio media also sagged. Local Radio expenditures were down 3.8% and National Spot Radio plummeted 13.9% in the fourth quarter. The telecom, financial service and automotive categories were prime contributors to these quarterly decreases.


Measured Ad Spending By Category
Expenditures for the ten largest categories grew 3.3% in 2011 and reached $81,629.2 million.

Automotive was the leading category in dollar volume and finished 2011 at $13,890.4 million, up 6.3%. Category spending growth became increasingly bifurcated during the year with Tier 2 and Tier 3 dealer budgets continuing to expand and Tier 1 manufacturer expenditures flattening.

Miscellaneous Retail, which is comprised of all retail segments except Department Stores and Home Improvement purveyors, was the second largest category with 2011 expenditures of $10,019.5 million, up 4.0%. Robust ad spending during the critical year-end holiday season bolstered results.

Insurance registered the largest growth rate among the Top Ten categories with a 13.5% gain to $5,519.0 million. Aggressive competition among auto insurers to gain market share continues to drive media budgets higher.

Financial Services totaled $9,059.9 million of spending, a 3.6% increase. Growth has been fueled by the credit card segment, offsetting continued weakness in ad budgets for investment products and retail banking.

The Telecom category lost ground as 2011 expenditures fell 5.8% to $8,649.0 million. Declines were most pronounced among the leading wireless service advertisers. Aggregates expenditures from TV service providers also slowed.

Magazine Ads: “Clever” Does Not Equal “Effective”

Published 2 years, 1 month ago

Ever heard of Ser Padres magazine?

Probably not. But you should. It featured what was perhaps the most effective single magazine advertisement of 2011, for cleaning products, and from Target Stores. In Spanish.

Michal Galin, who is executive vice president of research at GfK MRI Starch (which measures print-ad effectiveness) clocked the 10 most effective magazine ads of 2011 in an AdAge column. Not only weren’t the products particularly sexy, but they “”were not necessarily the ones with the most expensive creative or the highest media spend,” wrote Galin. The ads included coupons, M&Ms, detergents, iPads and travel apps. Sure, there were two attractive women, but not appealing to male consumers. One flat-stomached model advertised Skechers fitness shoes, and another Oil of Olay bath products, but in health-and-wellness journals with largely women readerships. 

GfK MRI's Starch Advertising Research division studied a whopping 87,000 one-page and two-page print ads that appeared in consumer magazines in the calendar year, 2011. The company developed an "Engagement Score" compiled of the percentage of readers who read a particular ad, and those who took any action because of the ad. The 10 best-in-category ads had not only “stopping power,” said Galin, but also elicited a response like visiting the website; clipping the in-ad coupon; recommending or buying the product.

What they did do was choose their outlets carefully, then create a strong connection with the buyer. For example, an Xbox "Halo" ad appeared in the Official Xbox Magazine, and an American Airlines ad in American Way magazine. These advertisers took no chances, they chose magazines in which they have a built-in appeal to readers.

Tied for first place: a Spanish-language ad in the publication Ser Padres; and an ad for the WWE SummerSlam professional wrestling event in (not surprisingly) WWE Magazine.

The appeal of wrestling is obvious, and the readership guaranteed to be engaged —but just what is Ser Padres?

It is a Meredith publication, and the Spanish-language version of Parents magazine, published since 1990. “Ser Padres' goal is to be the primary source of inspiration and information on family, home and health,” says its marketing materials. Why this is remarkable is that a WWE event in a WWE magazine is practically guaranteed engagement. Cleaning products in Ser Padres must compete with clothing to medications to financial services and insurance has a harder time competing for attention.

Two ads, for Bed Bath & Beyond, and by Walmart for NatureMade vitamins, offered clippable coupons. NatureMade ads appeared in the health-and-wellness magazine All You, while the Bed, Bath & Beyond ad appeared in the May issue of Better Homes & Gardens.

“Either there's something wrong with the methodology here, or magazine advertising is even worse than I thought,” grumped co-founder Wayne Best of Cog NYC, a creative agency. “This is one of the worst collections of ads I've seen. If they were effective it was the coupons or the products themselves, not the job the agencies did.”

Best is right in that the ads (and their buyers) are risk-averse and playing it safe. Of course, young mothers are interested in keeping clean homes, and of course, a 20-year-old gamer who reads Official Xbox Magazine might be interested in the game “Combat Evolved Anniversary.” But with consumer ad pages and newsstand sales on the decline—largely because consumers are having a hard time coughing up the $2 to $5 dollars it takes to buy the magazines—it is simply good business sense to play it safe.

 

Comcast Announces Four Minority-Owned Networks For Basic Cable: Four More to Follow

Published 2 years, 1 month ago

Comcast has selected four new minority-owned independent networks to be broadly distributed on Comcast Cable systems between April 2012 and January 2014. Comcast entertained more than 100 proposals before selecting the four nets, two of which are majority African-American owned and two that are majority American Hispanic owned and operated and programmed in English.

These launches partly fulfill a commitment that Comcast to the Federal Communications Commission (FCC) in connection with its early 2011 acquisition of NBCUniversal. The commitment is to launch 10 new independently owned and operated networks over the next eight years. Of the 10 networks, four will be majority African-American owned, two will be majority American Latino owned, two will be operated by American Latino programmers, and two will provide additional independent programming. Ultimately, each of the 10 networks will be added on select Comcast systems as part of the digital basic tier of service. Comcast announced that it was taking proposals for those new networks, and these four are the first four of the eight minority owned- or operated networks specified in the FCC agreement.

African-American Category
Aspire
is spearheaded by entrepreneur and NBA hall of famer Earvin “Magic” Johnson, in partnership with GMC TV. Johnson emphasizes Aspire’s positive : the network will not be a true crime/dating disaster/reality show outlet. “Aspire will be a network that encourages and challenges African-Americans to reach for their dreams and will appeal to all generations,” said Johnson. Aspire will deliver what Comcast calls “inspiring and positive programming” including movies, documentaries, short films, music, comedy, visual and performing arts, and faith and inspirational programs. The network will launch by summer 2012.

REVOLT was proposed by superstar and entrepreneur Sean “Diddy” Combs and MTV veteran Andy Schuon. This network’s programming is inspired by music and pop culture, and will include music videos, live performances, music news, and interviews and will incorporate social media interaction for music artists and fans. The network has entered into an agreement to launch in 2013. Combs describes REVOLT as “The first channel created entirely from the ground up in this new era of social media…We’re building this platform for artists to reach an extraordinary number of people in a completely different way. REVOLT will be live, like all great moments in television history. REVOLT will also be immediate, like today’s social networks.”

Hispanic Category:
El Rey
was proposed by legendary Hollywood director Robert Rodriguez and FactoryMade Ventures executives John Fogelman and Cristina Patwa. El Rey is designed for both Hispanic and mass market audiences, and will be a general entertainment network in English. It will feature a mix of reality, scripted and animated series, movies, documentaries, news, music, comedy, and sports programming. "We engineered El Rey to address a burgeoning opportunity to deliver unique, high-quality and compelling content to a hard-to-reach demographic and are excited to bring more opportunities to generations of talent, storytellers and dreamers through this special partnership,” said Rodriguez in a statement. The El Rey network will include programming that features Hispanic producers, celebrities and public figures. The network has entered into an agreement to launch by January 2014.

BabyFirst Americas was proposed by Spanish language television veteran Constantino “Said” Schwarz, this network is designed for infants, very young children, and their parents, and emphasizes the importance of early development of verbal, math and motor skills. The network has entered into an agreement to launch by April 2012. As Schwartz describes it, “BabyFirst Americas aims to bring the essential academic building blocks for Kindergarten readiness into the home, making it accessible for families all across the U.S.”