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Attitudes Toward Traditional Media Advertising and Promotion - US - September 2010

The year 2009 was the worst the traditional advertising industry has faced in recent history. The challenging economic environment is forcing advertisers to consider how traditional marketing fits into the larger puzzle of consumer engagement with brand, especially given the rise of digital marketing and social media.

In this report, Mintel looks at how the rules of the game are changing, as marketers struggle to better reach their targets through traditional media and integrate marketing efforts across traditional and new media platforms. Specifically, the report explores such topics as:

  • How the internet’s impact on news and information-gathering, leisure activities and modes of communication changed attitudes towards advertising
  • How time competition is affected by differences in age, gender, income and race/Hispanic origin
  • Which forms of traditional advertising have recovered in 2010 and why
  • How traditional advertisement be used in conjunction with new media advertisement in multi-platform campaigns
  • How the economic downturn is affecting traditional advertising, and how it can be used as a marketing tool
  • How technological advances can offer targeting and measurement in traditional advertisement
  • Some ways that technology can offer added value to out of home advertisement
  • How shifting usage of technology can be used in marketing to hard-to-reach demographics

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations
                • Terms
                • Executive Summary

                  • Traditional ad spend down
                    • New media advertising threatens traditional ad spend
                      • Innovators aim to update traditional media with new options
                        • Television ads seen by 81% per week
                          • Despite surge in DVR ownership, broadcast time viewing still the norm
                            • Avoidance of TV ads the norm, with or without DVRs
                              • Multiple opportunities for combating oversaturation
                                • Power of sponsorship and product placement in decline
                                  • Billboards score big outdoors
                                    • Direct mail benefits from economic insecurity
                                      • Reliance on radio in decline…
                                        • … as is reliance on print media
                                        • Insights and Opportunities

                                          • Integrated campaigns harness new media
                                            • Sequential narrative can capture viewers
                                              • TV ads share screen space with content
                                                • Building buzz around unique ads
                                                  • Leveraging power between sellers and buyers
                                                  • Inspire Insights

                                                      • Trend: Advertainment
                                                        • Putting the ad into the show
                                                          • Putting the show into the ad
                                                          • Market Size and Forecast

                                                            • Ad spend shows slight rebound from disastrous 2009
                                                              • Figure 1: U.S. advertising expenditures, at current prices, 2006-14
                                                              • Figure 2: U.S. advertising expenditures, at inflation-adjusted prices, 2006-14
                                                          • Competitive Context

                                                            • Key points
                                                              • One in four replacing traditional media with internet content
                                                                • Figure 3: Internet replacing other media, by age, April 2009-December 2009
                                                              • Increased disruption likely when home internet is used by more
                                                                • Figure 4: Internet disruption of engagement with traditional media, trended, 2005-09
                                                              • Traditional advertising’s loss in 2009 was new media’s gain
                                                                • Online video expands
                                                                  • Smartphones create opportunities in traditional campaigns
                                                                    • Advertisers ramp up social networking spending
                                                                    • Market Segmentation

                                                                      • Key points
                                                                        • Television makes up nearly half of ad spend
                                                                          • Print bears the brunt of the market decline
                                                                            • Recession drives discount industry
                                                                              • Outdoor and radio pick up in 2010
                                                                                  • Figure 5: U.S. advertising expenditures, by media type, 2008-10
                                                                              • Market Drivers

                                                                                • Key points
                                                                                  • Persistent unemployment drives interest in coupons, bargains
                                                                                    • Figure 6: U.S. unemployment in numbers and percentage, 2005-09
                                                                                  • Limited disposable income means more hours with television
                                                                                    • Figure 7: Weekly hours spent viewing of television programming types, Nov. 2008 vs. June 2010
                                                                                  • Multitasking through media
                                                                                    • Massive amounts of time spent in-vehicle
                                                                                      • Under-35s likely to spend 11 hours or more in cars each week
                                                                                        • Figure 8: Weekly time spent in vehicle, by age, July 2009
                                                                                      • Drivers with higher household incomes spend more time in their cars
                                                                                        • Figure 9: Weekly time spent in vehicle, by household income, July 2009
                                                                                    • Innovation and Innovators

                                                                                      • Targeted television
                                                                                        • Cablevision first digital provider to offer targeted ads
                                                                                          • TiVo
                                                                                            • GoogleTV
                                                                                              • Interactivity on digital cable
                                                                                                • Blending in with content
                                                                                                  • Digital out-of-home
                                                                                                    • Pringles Xtreme strategy for television
                                                                                                      • TV and beyond
                                                                                                        • Grabbing attention with “reality-hijacking”
                                                                                                        • Penetration and Impact

                                                                                                          • Key points
                                                                                                            • Penetration of television ads highest
                                                                                                              • Figure 10: Type of advertisement seen in the last week, by age, July 2010
                                                                                                            • Over-55s report more exposure to traditional media ads
                                                                                                              • Figure 11: Reach of traditional advertising, by age, July 2010
                                                                                                            • Impact much lower than penetration, reach
                                                                                                              • Figure 12: Conscious impact of traditional advertising, by age, July 2010
                                                                                                          • Television Ad Avoidance

                                                                                                            • Key points
                                                                                                              • DVR penetration more than doubles to 35%
                                                                                                                • Figure 13: Incidence of DVRs in household, 2005-09
                                                                                                              • Household income more robust driver than age
                                                                                                                • Figure 14: Penetration of DVRs, by age, HH income, and marital status, April 2009-December 2009
                                                                                                              • One in four still identify as TV addicts
                                                                                                                • Figure 15: Attitudes towards television, by age, April 2009-December 2009
                                                                                                              • Roughly half of 25-44s who own DVRs rarely watch live programming
                                                                                                                • Figure 16: Watching video on TV at broadcast time vs. DVR, by age, July 2010
                                                                                                              • Eight in 10 DVR owners typically skip commercials…
                                                                                                                • Figure 17: Fast forwarding through commercials on a DVR, by age, July 2010
                                                                                                              • … but majority of TV watchers use low-tech methods to avoid ads
                                                                                                                • Figure 18: Oversaturation with television advertisements, by age, July 2010
                                                                                                              • Reasons for TV ad avoidance: Oversaturation
                                                                                                                • Figure 19: Attitudes towards TV and TV ads, May 2005-December 2009
                                                                                                              • Reasons for TV ad avoidance: Excessive repetition of identical ads
                                                                                                                • Figure 20: Oversaturation with television advertisement, by age, July 2010
                                                                                                              • Reasons for TV ad avoidance: Relevancy of product advertised limited
                                                                                                                • Figure 21: Oversaturation with television advertisements, by age, July 2010
                                                                                                              • Reasons for TV ad avoidance: Lack of trust
                                                                                                                • Figure 22: Oversaturation with television advertisements, by age, July 2010
                                                                                                            • Product Placement and Sponsorship

                                                                                                              • Key points
                                                                                                                • Case studies: Subtlety in product placement takes a back seat
                                                                                                                  • Lady Gaga makes excessive product placement a self-conscious statement
                                                                                                                    • Pepsi taps UGC
                                                                                                                      • Skechers home-grows branded entertainment
                                                                                                                        • Product placement and sponsorship show moderate decline in impact
                                                                                                                          • Figure 23: Attitudes towards product placement, May 2005-December 2009
                                                                                                                        • Engagement in sponsored programming
                                                                                                                          • Figure 24: Participation in traditional advertising, by age, July 2010
                                                                                                                      • Out of Home

                                                                                                                        • Key points
                                                                                                                          • Outdoor increasingly digital
                                                                                                                            • Outdoor ads reach two in five
                                                                                                                              • Figure 25: Outdoor advertisements seen in last week, by age, July 2009-March 2010
                                                                                                                            • Public transportation efforts reach more non-whites
                                                                                                                              • Figure 26: Outdoor ads seen in last week, by race/Hispanic origin, July 2009-March 2010
                                                                                                                          • Direct Mail

                                                                                                                            • Key points
                                                                                                                              • Preferences for digital direct mail over traditional direct mail
                                                                                                                                • Figure 27: Attitudes towards direct mail and email promotions, May 2005-December 2009
                                                                                                                              • Email a successor to direct mail
                                                                                                                                • Figure 28: Attitudes towards email promotion, by age, July 2009-March 2010
                                                                                                                                • Figure 29: Physical mail direct marketing vs. email direct marketing, by age, July 2010
                                                                                                                            • Radio

                                                                                                                              • Reliance on radio in gradual decline
                                                                                                                                • Figure 30: Attitudes towards radio, May 2005-December 2009
                                                                                                                              • Majority of 25-64-year-olds daily radio listeners
                                                                                                                                • Figure 31: Attitudes towards radio, by age, April 2009-December 2009
                                                                                                                            • Ads at the Movie Theater

                                                                                                                              • Key points
                                                                                                                                • An expanding array of in-lobby options
                                                                                                                                  • The rising cost of going to the movies
                                                                                                                                    • Figure 32: Mean movies attended in the last 90 days, by household income, April 2009-December 2009
                                                                                                                                  • Movies are for the young
                                                                                                                                    • Figure 33: Mean movies attended in the last 90 days, by age, April 2009-December 2009
                                                                                                                                • Print

                                                                                                                                  • Key points
                                                                                                                                    • Print’s reach waning
                                                                                                                                      • Figure 34: Attitudes towards print media and advertising, May 2005-December 2009
                                                                                                                                    • Newspapers remain effective way to reach over-55s
                                                                                                                                      • Figure 35: Attitudes towards print, by age, April 2009-December 2009
                                                                                                                                    • Magazines’ loyal core
                                                                                                                                      • Figure 36: Magazine impulse buying, by age, April 2009-December 2009
                                                                                                                                      • Figure 37: Magazine impulse buying, by race/Hispanic origin, April 2009-December 2009
                                                                                                                                    • Adding value for magazine advertising
                                                                                                                                    • Cluster Analysis

                                                                                                                                        • Ad-verses
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Ad-ditives
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Ad-dicts
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                  • Figure 38: Traditional marketing clusters, July 2010
                                                                                                                                                                  • Figure 39: Types of advertisement seen in the last week, by traditional marketing clusters, July 2010
                                                                                                                                                                  • Figure 40: Conscious impact of traditional advertising, by traditional marketing clusters, July 2010
                                                                                                                                                                  • Figure 41: Oversaturation and disengagement with television advertisements, by traditional marketing clusters, July 2010
                                                                                                                                                                • Cluster demographics
                                                                                                                                                                  • Figure 42: Traditional marketing clusters, by gender, July 2010
                                                                                                                                                                  • Figure 43: Traditional marketing clusters, by age group, July 2010
                                                                                                                                                                  • Figure 44: Traditional marketing attitudes clusters, by household income, July 2010
                                                                                                                                                                  • Figure 45: Traditional marketing clusters, by race, July 2010
                                                                                                                                                                  • Figure 46: Traditional marketing clusters, by Hispanic origin, July 2010
                                                                                                                                                                • Cluster methodology
                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                    • Key findings
                                                                                                                                                                      • Reaching young blacks and Hispanics through magazines
                                                                                                                                                                        • Figure 47: Attitudes towards print media and ads, by race/Hispanic origin among 18-34s, April-December 2009
                                                                                                                                                                      • Television effective way to reach young blacks, Hispanics
                                                                                                                                                                          • Figure 48: Attitudes towards TV usage, by race/Hispanic origin among 18-34s, April-December 2009
                                                                                                                                                                        • Young Asians not listening to radio
                                                                                                                                                                          • Figure 49: Attitudes towards radio, by race/Hispanic origin among 18-34s, April-December 2009
                                                                                                                                                                        • Targeting young minorities in urban movie theaters
                                                                                                                                                                          • Figure 50: Attitudes towards product placement, by race/Hispanic origin among 18-34s, April-December 2009
                                                                                                                                                                      • Appendix: Other Useful Tables

                                                                                                                                                                        • Cable television and FSIs bright spots in gloomy market
                                                                                                                                                                          • Figure 51: U.S. advertising expenditures, by media type, 2008-10
                                                                                                                                                                        • Ads in movie theaters hit home for families with children
                                                                                                                                                                          • Figure 52: Attitudes towards movie advertising, by presence of children in household, April 2009-December 2009
                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • Advertising Research Foundation
                                                                                                                                                                        • AMC Entertainment Inc.
                                                                                                                                                                        • American Advertising Federation
                                                                                                                                                                        • American Association of Advertising Agencies (AAAA)
                                                                                                                                                                        • American Marketing Association (AMA)
                                                                                                                                                                        • Association of Hispanic Advertising Agencies
                                                                                                                                                                        • Audit Bureau of Circulations
                                                                                                                                                                        • Cablevision Systems Corporation
                                                                                                                                                                        • CBS Corporation
                                                                                                                                                                        • Chipotle Mexican Grill Inc.
                                                                                                                                                                        • Clear Channel
                                                                                                                                                                        • Comcast Corporation
                                                                                                                                                                        • Condé Nast Publications Inc.
                                                                                                                                                                        • Consumer Electronics Association
                                                                                                                                                                        • Cox Communications, Inc.
                                                                                                                                                                        • ESPN, Inc.
                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                        • FOX Broadcasting Company
                                                                                                                                                                        • General Motors Corporation
                                                                                                                                                                        • Global Gillette
                                                                                                                                                                        • Google, Inc.
                                                                                                                                                                        • Home Box Office, Inc.
                                                                                                                                                                        • ING Bank, fsb
                                                                                                                                                                        • Interactive Advertising Bureau (US)
                                                                                                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                        • Maxim Magazine
                                                                                                                                                                        • National Basketball Association
                                                                                                                                                                        • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                        • Nickelodeon Networks
                                                                                                                                                                        • Pepsi-Cola North America
                                                                                                                                                                        • Procter & Gamble Company (The)
                                                                                                                                                                        • Procter & Gamble USA
                                                                                                                                                                        • Skechers USA Inc
                                                                                                                                                                        • Sprint Nextel Corporation
                                                                                                                                                                        • The New York Times Company
                                                                                                                                                                        • Time Warner Inc.
                                                                                                                                                                        • TiVo Inc
                                                                                                                                                                        • Turner Broadcasting System, Inc.
                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                        • Unilever USA
                                                                                                                                                                        • USA Today
                                                                                                                                                                        • Virgin Mobile Usa Llc
                                                                                                                                                                        • Warner Bros. Entertainment Inc.
                                                                                                                                                                        • YouTube, Inc.
                                                                                                                                                                        • ZenithOptimedia USA

                                                                                                                                                                        Attitudes Toward Traditional Media Advertising and Promotion - US - September 2010

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