Rovi Corporation has launched Rovi Analytics, a new reporting tool that aimed at providing extensive metrics to enable agencies and brands to comprehensively measure TV advertising buys. Combining critical measurements including uniques, impressions, and time spent, Rovi Analytics is designed to drive greater accountability for advanced TV advertising campaign performance.
Rovi Analytics extends measurement capabilities from service provider set-top boxes as well as connected television and video devices, providing extensive campaign performance reports for agencies and advertisers that buy inventory on the Rovi Advertising Network. The advanced reporting capabilities can combine census-level measurement with key metrics such as uniques, impressions, clicks, time spent, video views and user actions within micro-sites, to provide a comprehensive view of campaign results across the multiple digital platforms Rovi serves. These key performance metrics, which can be filtered by a range of criteria including daypart and geography, will enable advertisers to clearly measure the effectiveness of advanced TV ad units, the company claims.
“Connected TV devices are not only transforming the entertainment landscape, they are also set to fundamentally reshape existing TV advertising models,” said Jeff Siegel, senior vice president, Worldwide Advertising, Rovi Corporation. “The Rovi Advertising Network was one of the first platforms to enable companies to develop and test campaigns on new Internet-enabled platforms. Since initial launch, we’ve conducted extensive research to help advertisers sharpen campaigns, increased our Network scale by forming new relationships with service providers and device manufacturers, and added a range of pioneering ad functionality. Now, with the addition of comprehensive reporting tools, Rovi offers the end-to-end toolset agencies and brands need to deliver high-impact TV ad campaigns with measurable results.”
The Rovi Advertising Network targets advertisers, agencies and brand marketers, and provides scalable, measurable, and interactive TV advertising options which the company claims are "tightly integrated into consumers’ entertainment search and discovery experience." Rovi Advertising Network clients include leading brands like BT, Carnival, Channel 4, Ladbrokes, Red Bull TV, and Twentieth Century Fox. In addition to supporting a range of set-top boxes, the Rovi Ad Network has secured placement on connected TVs and Blu-ray Disc players including new and in-market models from Panasonic, Samsung, Sony, and Toshiba.
Good news from BPA Worldwide, the print and digital circulation oversight group. The BPA board passed a number of rules changes at its May 2012 meeting, which it has just released. All rules are in effect immediately. The short story is that tagging website traffic will become easier, digital subscriptions will be easier to prove, and subscribers will not be tasked with having to fill in a new form to renew (which runs the risk that they do not bother).
Audited Web Traffic Using Tags: Due to advances in technology, the Board took strides toward a truly “tag neutral” approach with respect to reporting audited website traffic data. BPA is now making more options available to members to participate in BPA’s web traffic audit process.
“The change was prompted by the member feedback,” Glenn Hansen, president and CEO of BPA Worldwide told Folio. About 700 of 2,000 member companies used the Nielsen tags. "The question to the other 1,300 was what’s preventing you from doing this? Some had said they were using other analytics providers. The two that were named more often than not was Google Analytics and Omniture.”
Specifically, BPA no longer requires its members to use the BPA proprietary tag powered by Nielsen. It can now work with, for example, including Google Analytics and/or Omniture SiteCatalyst tags. Members may begin reporting Google Analytics data as of July 2012 after completing a simple set-up process.
Reporting Apps: As of December (BPA’s last board meeting), BPA determined that only App downloads could be reported on BPA Brand reports, as there was not enough recipient information to report qualified subscriptions/copies delivered through Apps on circulation statements. But, media owners have developed App registration (free) or payment (paid) gateways, which BPA believes is sufficient proof of qualified circulation.
Business and Consumer Magazines
Pre-Populated Electronic Qualification Forms: BPA will allow publishers to pre-populate electronic subscription forms (web, email, text) with a previous year’s data. The maximum age of the previous demographic data cannot exceed three years in age and the subscriber must be asked to review the data and press a single confirm button to agree the information is correct before completing the renewal.
Digital Request, Electronic: At the December 2011 meeting, the BPA Board ruled that subscriber access to digital copies (by downloading the issue or accessing it online) may be used to substantiate a renewal to continue receiving a digital subscription. The rule requires minimum access for a six-month reporting period: but because most members analyze either May or November issues, media owners found they were not getting the benefit of subscriber access in the months of June or December, effectively losing two months out of the year. The Board amended the rule to maintain the original access requirements, and the six-month period, but the six-month access period will now end with the analyzed issue, and, in so doing
comScore, Inc. has released a report called “Surviving the Upfronts in a Cross-Media World,” which it says is an actionable guide for success in navigating the cross-media landscape during this said Judy Bahary, SVP, Marketing Solutions at comScore.comScore examines the maturation of the online video market as a supplement to traditional television advertising and the effectiveness of cross-media campaigns in television programming.
Rather than one robbing the other, “Our research shows an incredible synergy between TV and digital video formats when used together in cross-media campaigns, driving effectiveness levels higher than either medium used on its own,” said Judy Bahary, SVP, Marketing Solutions at comScore.” As the online video market continues to develop, we should see it evolve from its current supporting role to an essential part of media planning in the annual upfronts.”
The annual television upfronts are a familiar process for buyers and sellers of television advertising. Now in their second year, the digital upfronts are shaking up the industry in making the case for digital video advertising in long-form TV programming and short-form online video. But the concept of online TV audiences is relatively uncharted territory for most buyers, who are uncertain how to effectively allocate dollars across both TV and digital media.
In a simulation conducted using comScore’s cross-media databases, which contain media usage from multiple platforms for the same households, comScore discovered that the use of online video can build reach and effective reach when advertising dollars are invested in both TV and digital platforms. Reallocating 10% of an ad budget from TV to video boosted a campaign’s reach by 5%, and raised effective reach by 16%.
comScore also measured consumer response (e.g., a visit to the advertised brand’s website) following exposure to TV ads alone versus both TV and digital platforms. It found that consumers who were exposed to one ad on TV and one online were 28% more likely to visit the brand’s website than those exposed to one ad on TV alone. In fact, the impact of two exposures – one on TV and one digital – was almost as high as the impact of two exposures, both on TV. “This reinforces the wisdom of overlaying a digital plan on a TV campaign to boost reach without sacrificing persuasion—especially when one considers that digital is generally less costly than TV,” says the report.
With no fanfare at all, The New York Times has joined ABC News, NBC, Fox and The Wall Street Journal on Hulu. As the Niemen Journalism Lab describes, NYT has signed a content licensing agreement with the streaming video site.
Right now, there is just one Times offering: “Punched Out: The Life and Death of an N.H.L. Enforcer,” which NYT produced alongside a three-part series about hockey player Derek Boogaard. In-stream advertisers included State Farm and Verizon. But NYT generates plenty of video content to supplement each of its print categories (e.g., "The Future of Zoos" in its Environment category). The video.nytimes.com content sits behind the NYT paywall, but Hulu readers will be able to see the content for free on computers, with a Hulu Plus subscription on mobile devices.
By contrast, The Wall Street Journal has 57 titles on Hulu, many of them "Top 5 In Tech," but also content like its 31-minute special report, "Europe at the Brink" (with Citizens Bank advertised instream and in a display ad).
Newspaper video content is not “journalism lite”: A Boston.com (the Boston Globe website) video series on the late Senator Ted Kennedy was up for a national Emmy. (NYT has yet to be so nominated.)
Nor is Hulu “broadcasting lite.” ComScore in February revealed that Hulu is ninth among online video content properties, behind Google sites, VEVO and Viacom Digital among others; but first in video ad impressions. In April, Hulu delivered 1.6 of the 9.5 billion video ads, followed by Google Sites with 1.3 billion, BrightRoll Video Network with 943 million, Adap.tv with 881 million and TubeMogul Video Ad Platform with 831 million. And Hulu in April announced that it would guarantee 100% completion of its in-stream ad placements. (It already delivers 96%.)
NYT’s Ann Derry, who heads NYT’s video property, told Niemen that the Hulu channel will be for longer-form documentary treatments like “Punched Out.” It is a repackaging of a three-part series that ran on nytimes.com last December.
As video consumption increases and viewing devices vary, consumers are still using televisions most often to watch video, according to The Evolving Video Landscape study released by the Consumer Electronics Association (CEA). So should ad buyers take back those digital dollars they robbed from TV budgets? Not necessarily. Consumers are increasingly using televisions like iPads, for social media, music and web browsing.
Consumers are watching more video than they have in the past, across a variety of platforms. One-third of U.S. adults online (34%) say they watch more video content today than they did a year ago. Viewing of television video programming is up 28%, with consumers citing convenience and the appeal/variety of programming as the top factors for increased viewing. Viewing of content on portable devices has also increased, with 40% watching more on those devices today than a year ago.
Many consumers (66%) who are watching video content on television are simultaneously using other consumer electronics (CE) devices. This behavior is more prevalent among younger consumers, as 85% of 18- to 24-year-olds and 70% of 25- to 34-year-olds multitask with another device while watching video on a television. U.S. adults online report watching some type of video content an average of 3.2 hours a day, five days per week.
Televisions continue to be the most commonly used device for watching video but other devices are gaining in popularity. HDTVs are the most prevalent devices used for video viewing, used by two-thirds (66 percent) of U.S. adults online. Computers are also commonly used to watch video, with 62 percent using a laptop to watch video and 55% using a desktop. One-third (33%) of consumers are using their smartphones to watch video content, and 17% are using their tablets.
“Consumers are watching more video than they have in years past and they are seeking devices and technologies that deliver a quality video and audio experience,” said Shawn DuBravac, CEA’s chief economist and director of research. “However, younger consumers accustomed to multitasking are defining new video behaviors as they watch video content across multiple platforms, on their own schedule, all while interacting socially on their devices with their friends.”
Televisions have also emerged as a device that can do more than just play video. Among consumers using televisions to watch video content, nearly half (47%) also use their sets for other purposes. One in three (34%) consumers who use a television to watch video also use their set to listen to music, and one in five (21%) uses a television to listen to audio. Usage also varies by age and the type of display owned. Younger consumers, those under age 25, rely on their TVs more for music, social media, going on the Web and communicating. Consumers with Internet-enabled TVs use their displays in a number of ways as well: 47% listen to music, 28% use social media, 26% surf the Web and 23% view photos.
Future television purchases will be based on better picture quality and larger screen sizes as consumers will continue to seek the latest innovations in the market. Almost half (48%) of consumers planning to purchase a TV in the next 12 months will be replacing an aging, obsolete or broken set. However, half (51%) desire improved picture quality in a new display and half (50%) want a larger screen size. One in four (24%) consumers with intentions to purchase a TV over the next year expect to purchase a 3DTV; 21% plan to purchase an OLED display; and a quarter of consumers (25%) plan to purchase an Internet-enabled TV. While stated purchase intentions do not always translate to transactions, the study clearly shows many consumers have their eyes fixed on newer TV technologies.
“Easy access to the Web makes TVs more versatile, allowing us to stay connected, informed and entertained,” said DuBravac. “In the future, new technologies, like OLED and 3D, will continue to improve the viewer experience, and Internet-enabled sets will fulfill consumers’ desires to be connected.”
The Evolving Video Landscape Study (April 2012) was conducted between February 22 and March 2, 2012. It was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA)®. The complete study is available free to CEA member companies at members.CE.org. Non-members may purchase the study at the CEA Store.
Newspaper websites have been weak on the rich media content that attract visitors. But a select few are venturing into over-the-top broadcasting, producing video on par with their TV competitors, reports Diana Marszalek of TVNewsCheck. The websites for the Denver Post, Boston Globe, the Twin Cities’ StarTribune, SeattleTimes and Louisville’s Courier-Journal are all moving into in-house-produced video content. And they are attracting talented journalists, like DenverPost.com’s Anne Herbst, a national Edward R. Murrow award winner.
“The good news from my perspective is that content is king, not the medium any longer,” said Radio Television Digital News Association (RTDNA) Chairman Kevin Benz in an interview with TVNewsCheck. That enabled the StarTribune.com, a newspaper website, to win regional Emmy awards. A Boston.com (the Boston Globe website) video series on the late Senator Ted Kennedy was similarly up for a national Emmy.
And content drives traffic: StarTribune.com enjoyed a 297% increase in videos played from April 2011 to April 2012, though the paper did not detail how that translated into dollars. Presumably, it is a strong case-builder for display advertising.
Local papers will not have quite the budgets the manpower or budgets to become ersatz TV stations, but they can meet the trend halfway. Digital First Media last week announced that it would launch 12 new community newsroom projects, to build upon the success of the Newsroom Café launched by the Register Citizen in Torrington, Conn. The Café was an experiment that led to the Register Citizen being named the 2011 Innovator of the Year by the Associated Press Media Editors.
All of its Denver outlets, including The Daily Camera, dailycamera.com, BuffZone.com and BoCoPreps.com in Boulder, Colo., are planning a variety of community engagement approaches, including enabling local residents to upload video they shoot of sporting events, or of recording sessions for local bands in the “Camera Garage studio.”
That content will not have the quality of, for example, a story produced by Herbst for DenverPost.com; it will lean more toward the iReports on CNN.com. But in time, it should be a boon to newspapers that rely in display, search and targeted ads.
The news is good for newspapers. The Audit Bureau of Circulations (ABC) has released the semiannual newspaper FAS-FAX and Audience-FAX reports, which include top-line print online readership.
Circulation for the 618 newspapers reporting comparable multiday averages rose a modest .68%. Circulation for the 532 newspapers reporting comparable Sunday data increased 5 percent.
The biggest gainer was The New York Times, the daily circulation of which (digital included) jumped 73.05%, “largely because of the introduction of its paid digital subscription model last yearm” the paper described. The Times’s digital subscription packages, which launched in the U.S. on March 28, 2011.
Still, The Wall Street Journal remained king among daily papers, with a total circulation of 2,118,315. As the WSJ itself described, demand for digital content helped offset a decline in print circulation. Weekday digital circulation grew 61.6%, while print fell 6.7 percent.
Of the major dailies with national circulation, only The Washington Post suffered, with an almost 8% dip in total circulation. Interestingly, as the Poynter Organization describes, several big gainers charge for online access (with paywalls), while almost none of losers do—including The Washington Post. Three of the five papers that posted the largest percentage gains in Sunday circulation now charge for online access (including The Dallas Morning News, The New York Times and Newsday), while four of the five with the largest drops do not. One of them, the Los Angeles Times, put up its paywall in March.
Surprisingly, Gannett, which owns the Detroit Free-Press (down 6.7%) owns the only significant national paper (USA Today) without a paywall, and appears to have no plans for one. It will charge for online access to all of its local newspapers including Detroit Free Press, but not USA Today, which took a modest .64% dip by ABC data.
Ad Age is offering a “Peek at Which Shows Get the Most Love Around the Country,” on both broadcast and cable. Ad Age conducted research with Experian Simmons and
Patchwork to create two maps detailing top network and cable shows by county. The maps incorporate data gathered from 25,000 households in Q4 2011, and describe those counties with demographic-skewing labels such as "Evangelical Epicenters," "Emptying Nest," "Campus and Careers."
Young and more affluent urbanites are 34% more likely to watch “America’s Top Model”
- “Empty-nest” communities of baby boomers are 20% more likely to watch “Mike & Molly” (with its older and overweight stars) than other groups
- “The Daily Show” with Jon Stewart is most popular around campuses
- Nearly the entire Mormon population of Utah enjoys "Chuck"
Ad Age partnered with Patchwork Nation to “layer a ton of data through what is a demographic-segmentation tool with geo-targeting built in.” The value proposition is that the segments are more granular, as ratings tend to drill down to more inclusive, contiguous regions. These shows, therefore, can represent a cost-conscious way to target certain demographics. Whatever the show, be it “Daily Show” or “Bobby Jones Gospel,” Ad Age believes that these pinpoint demographics offer a “cost conscious way” for advertisers to target their key demos.
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.
Whatever the buzz about the new iPhone and Apple-friendly digital magazines, Google’s Android platform is the king of the hill.
comScore has today released data from its comScore MobiLens service, reporting key trends in the U.S. mobile phone industry during the three month average period ending February 2012. comScore found that Google Android continued to grow its share in the U.S. smartphone market, crossing the 50% threshold in February to capture a majority share for the first time in its history.
The study surveyed more than 30,000 U.S. mobile subscribers and found Samsung to be the top handset manufacturer overall with 25.6% market share.
OEM Market Share
For the three-month average period ending in February, 234 million Americans age 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.6% of U.S. mobile subscribers, followed by LG with 19.4% share. Apple captured the #3 ranking in February with 13.5% of mobile subscribers (up 2.3%), followed by Motorola at 12.8%. HTC moved into the #5 position in February at 6.3% (up 0.4%).
Smartphone Platform Market Share
More than 104 million people in the U.S. owned smartphones during the three months ending in February, up 14% versus November. Google Android’s share of the smartphone market eclipsed 50% in February, an increase of 17% since February 2011. Apple ranked second with 30.2% of the smartphone market (up 5% versus year ago), followed by RIM at 13.4%, Microsoft at 3.9% and Symbian at 1.5%.
Mobile Content Usage
In February, 74.8% of U.S. mobile subscribers used text messaging on their mobile device, up 2.2%. Apps were used by 49.5% of subscribers (up 4.6%), while browsers were used by 49.2% (up 4.8%). Accessing of social networking sites or blogs increased 3.1% to 36.1% of mobile subscribers. Game-playing was done by 32.3% of the mobile audience (up 2.6%), while 24.8% listened to music on their phones (up 3.1%).