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Attitudes toward Traditional Media Advertising and Promotional Marketing - US - August 2009

The advertising industry is facing one of the most challenging environments in decades. Most forms of traditional media have been forced to re-examine their business models under pressure from the economic recession and the adoption of disruptive technologies. 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.

Analysis and insights include:

  • Evidence that marketers are pulling out of print too quickly
  • Why young women are harder to reach than young men, counter to conventional wisdom
  • Why fewer TV ads per show can result in increased ad sales for programmers
  • How failing forms of media are innovating to stay alive
  • How marketers are aiming to increase their reach
  • How broadcasters are re-inventing the way that ads are viewed
  • What are the barriers to more positive perceptions of advertising
  • What is the impact of strategies such as celebrity endorsements and charity sponsorships
  • How widespread is the practice of commercial skipping
  • How receptive would respondents be to new models of ad delivery
  • Attitudes toward couponing, program sponsorship, cause marketing, and celebrity spokesmen

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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 and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Ad spend sees substantial decline in 2008, to worsen in 2009
                      • Print and radio bear brunt of spending cuts
                        • Branded entertainment offers alternative to traditional TV spots
                          • Television forced by disruptive technology to reinvent itself
                            • New DVR features suggest a new way to advertise
                              • Addressable advertising aims to improve targeting and relevance
                                • Negative attitudes towards advertising unchanged
                                  • Traditional push advertising reminds but doesn’t convert
                                    • Time-shifted viewing and commercial skipping is a widespread reality
                                      • Quantity of ads is major barrier to more positive perception
                                        • Celebrity endorsements and charity sponsorships
                                          • Newspaper inserts most popular but internet coupons closing ground
                                            • Emerging delivery concepts would find significant consumer base
                                            • Insights and Opportunities

                                              • Push to entertain and to encourage pull
                                                • Ramp up internet tie-ins
                                                  • Commercials on demand should target young adults
                                                    • Less is more
                                                      • Print (yes, print)
                                                      • Inspire Insights

                                                          • Trend: Permission Marketing
                                                            • What’s it all about?
                                                              • What we’ve seen
                                                                • Let the viewer reject ads
                                                                  • Ad jukebox
                                                                    • Trend: Attention Economy
                                                                      • What’s it all about?
                                                                        • What we’ve seen
                                                                          • Attention as a saleable commodity: Incentivizing consumers to watch ads
                                                                          • Market Size and Forecast

                                                                            • Aggregate ad spend plummets with little sign of recovery
                                                                              • Figure 1: U.S. advertising expenditures, at current prices, 2004-14
                                                                              • Figure 2: U.S. advertising expenditures, at inflation-adjusted prices, 2004-14
                                                                          • Competitive Context

                                                                            • Disruptive technologies favor pull over push
                                                                              • Figure 3: U.S. household penetration of digital video recorders and broadband modems, 2006-09
                                                                            • Internet not yet established as a tool for push advertising
                                                                              • DVRs are both friend and foe to marketers
                                                                                • Networks boost minutes of branded entertainment
                                                                                  • Figure 4: Brand appearances in network TV programming, 2006-08
                                                                              • Segment Performance

                                                                                • TV and internet buys show relative strength
                                                                                  • Television buyers wait and see
                                                                                    • Internet valued for conversions not brand building
                                                                                      • Radio and print media bear brunt of cutbacks
                                                                                        • Newspaper struggles despite growth in online readership
                                                                                          • Radio needs innovation to survive
                                                                                            • Magazines prepare for more drastic move online
                                                                                              • Figure 5: U.S. advertising expenditures, by media type, 2007-08
                                                                                          • Market Drivers

                                                                                            • Ad expenditures decline more dramatically than consumer spending
                                                                                              • Figure 6: U.S. media expenditures and consumer spending, 2006-09
                                                                                            • Troubled auto industry accounts for more than a third of decline
                                                                                              • Figure 7: U.S. advertising expenditures, by business sector, 2007-08
                                                                                            • Fewer consumers learning from advertising
                                                                                              • Figure 8: Attitudes toward advertising, May 2004-05-December 2007-08
                                                                                            • Reinvention and innovation needed to reach growth demographics
                                                                                              • Figure 9: U.S. population, by age, 2004-14
                                                                                            • Marketers get comfy with “below the line” campaigns
                                                                                            • Innovation and Innovators

                                                                                              • Network TV integrates marketing into programming
                                                                                                • Addressable advertising makes push more relevant
                                                                                                  • Big screen reading devices may give periodicals a second life
                                                                                                    • Incentive-based ad model would attract significant base of respondents, particularly under-35s
                                                                                                      • Figure 10: Attitudes towards emerging concepts in media and ads: screens outside the home, compensation for viewing ads, and interest in television viewing on cell phones, June 2009
                                                                                                      • Figure 11: Attitudes toward emerging concepts in media and ads: screens outside the home, compensation for viewing ads, and interest in television viewing on cell phones, by age, June 2009
                                                                                                  • Impact of Advertising Media

                                                                                                    • Introduction
                                                                                                      • Reach and impact vs. cost: The television conundrum
                                                                                                        • Television remains the most powerful media, but costs may favor other formats
                                                                                                          • Figure 12: Reach and impact of ads, by media segment, June 2009
                                                                                                        • Newspaper and magazines more likely to reach higher earners
                                                                                                          • Figure 13: Reach of advertising media, by household income, June 2009
                                                                                                        • Ad impact declines significantly after age 35
                                                                                                          • Figure 14: Impact of advertising media, by age, June 2009
                                                                                                        • Ads educate and remind but less likely to persuade
                                                                                                          • Figure 15: Type of effect of each advertising media, June 2009
                                                                                                        • Sponsorships more effective with men
                                                                                                          • Figure 16: Preference for sponsoring brands, by gender and age, June 2009
                                                                                                      • TV Viewing Habits

                                                                                                        • Overview
                                                                                                          • DVR ownership determined mostly by household income
                                                                                                            • Figure 17: DVR ownership, by age and household income, October 2007-December 2008
                                                                                                          • Consumers skip commercials and surf internet while watching
                                                                                                            • One in five time-shifting all viewing
                                                                                                              • Figure 18: Television time-shifting habits, June 2009
                                                                                                              • Figure 19: Television multi-tasking and non-DVR based ad avoidance techniques, June 2009
                                                                                                            • Youngest respondents 18-24 most likely targets for online campaign tie-ins
                                                                                                              • Figure 20: Television time-shifting habits, by age, June 2009
                                                                                                              • Figure 21: Television multi-tasking and non-dvr based ad avoidance techniques, by age, June 2009
                                                                                                            • Higher earners more likely to record
                                                                                                              • Figure 22: Television time-shifting habits, by household income, June 2009
                                                                                                            • DVRs reduce the power of push but let consumers pull
                                                                                                              • Figure 23: Ad avoidance, ad selection, and voluntary ad viewing via DVRs, June 2009
                                                                                                            • Family-aged respondents harder to reach with traditional TV ads
                                                                                                              • Figure 24: Ad avoidance, ad selection, and voluntary ad viewing via DVRs, by age, June 2009
                                                                                                            • Large household respondents more open to on-demand ads
                                                                                                              • Figure 25: Ad avoidance, ad selection, and voluntary ad viewing via DVRs, by presence children in the household, June 2009
                                                                                                          • Receptivity to TV Advertising

                                                                                                            • Reducing quantity and block/filter can increase receptiveness
                                                                                                              • Figure 26: Enjoyment of TV ads and interest in new TV ad viewing models, June 2009
                                                                                                            • Active 25-34-year-olds most value ability to choose
                                                                                                              • Figure 27: Enjoyment of TV ads and interest in new TV ad viewing models, by age, June 2009
                                                                                                          • Celebrity Endorsements

                                                                                                            • Cost remains primary barrier to membership
                                                                                                              • Figure 28: Impact of celebrity endorsements, June 2009
                                                                                                            • Celebrity impact strongest among under-35s
                                                                                                              • Figure 29: Impact of celebrity endorsements, by age, June 2009
                                                                                                          • Charitable Causes

                                                                                                            • Charity sponsorship justifies premium pricing for a small minority
                                                                                                              • Figure 30: Impact of charity sponsorships, June 2009
                                                                                                            • Under-35s more likely to pay more for charity sponsors’ products
                                                                                                              • Figure 31: Impact of charity sponsorships, by age, June 2009
                                                                                                            • Higher earners more likely to pay premium for good causes
                                                                                                              • Figure 32: Impact of charity sponsorships, by household income, June 2009
                                                                                                          • Coupons

                                                                                                            • New media coupons still second to newspaper inserts
                                                                                                              • Figure 33: Coupon usage, by type of media, June 2009
                                                                                                            • Internet/e-mail promotions close the gap with newspaper among under-35s
                                                                                                              • Figure 34: Coupon usage, by type of media and age, June 2009
                                                                                                            • Higher earners find coupons in more places
                                                                                                              • Figure 35: Coupon usage, by type of media and household income, June 2009
                                                                                                            • Family demographic more likely to find coupons in new media
                                                                                                              • Figure 36: Coupon usage, by type of media and presence of children in the household, June 2009
                                                                                                          • The Impact of Race and Hispanic Origin

                                                                                                            • Blacks aged over 45 least likely to tune out
                                                                                                              • Figure 37: Television time-shifting habits, by race/Hispanic origin and age, June 2009
                                                                                                            • Black DVR owners least likely to skip commercials
                                                                                                              • Figure 38: Ad avoidance, selection, and voluntary viewership via DVR, by race/Hispanic origin and age, June 2009
                                                                                                            • Blacks most likely to enjoy television commercials
                                                                                                              • Figure 39: Enjoyment of TV ads and interest in new viewership models, by race/Hispanic origin and age, June 2009
                                                                                                            • Blacks most likely to view celebrity spokesmen favorably
                                                                                                              • Figure 40: Impact of celebrity endorsements, by race/Hispanic origin and age, June 2009
                                                                                                            • Asian demographic ideal for online video ads
                                                                                                              • Figure 41: Television time-shifting habits, by race/Hispanic origin, June 2009
                                                                                                          • Cluster Analysis

                                                                                                              • Unreachables
                                                                                                                • Who they are
                                                                                                                  • Opportunities
                                                                                                                    • Practicals
                                                                                                                      • Who they are
                                                                                                                        • Opportunities
                                                                                                                          • Ad-Friendlies
                                                                                                                            • Who they are
                                                                                                                              • Opportunities
                                                                                                                                • Cluster characteristics
                                                                                                                                  • Figure 42: Media and advertising clusters, June 2009
                                                                                                                                  • Figure 43: Coupon usage, by media form and clusters, June 2009
                                                                                                                                  • Figure 44: Television time-shifting habits, by clusters, June 2009
                                                                                                                                  • Figure 45: Attitudes towards television ads, by clusters, June 2009
                                                                                                                                  • Figure 46: Attitudes towards cause marketing and corporate charitable giving, by clusters, June 2009
                                                                                                                                  • Figure 47: Attitudes towards celebrity spokesmen, by clusters, June 2009
                                                                                                                                  • Figure 48: Attitudes towards sponsorship, by clusters, June 2009
                                                                                                                                • Cluster demographics
                                                                                                                                  • Figure 49: Media and advertising attitudeinalclusters, by gender, June 2009
                                                                                                                                  • Figure 50: Media and advertising attitudinal clusters, by age, June 2009
                                                                                                                                  • Figure 51: Media and advertising attitudinal clusters, by household income, June 2009
                                                                                                                                  • Figure 52: Media and advertising attitudinal clusters, by race/Hispanic origin, June 2009
                                                                                                                                • Methodology
                                                                                                                                • Custom Consumer Groups

                                                                                                                                  • Women too busy for television ads
                                                                                                                                    • Figure 53: Television time-shifting habits, by gender and age, June 2009
                                                                                                                                  • Women under-55 hitting the fast forward button more often than men
                                                                                                                                    • Figure 54: Ad avoidance, selection, and voluntary viewership via DVR, by gender and age, June 2009
                                                                                                                                  • Men under 35 more likely to enjoy commercials than women under-35
                                                                                                                                    • Figure 55: Enjoyment of tv ads and interest in new viewership models, by gender and age, June 2009
                                                                                                                                  • Men under 35 more likely to be impacted by celebrity spokesmen than women under 35
                                                                                                                                    • Figure 56: Impact of celebrity endorsements, by gender and age, June 2009
                                                                                                                                  • Charity and coupons speak to women
                                                                                                                                    • Figure 57: Impact of charity sponsorship, by gender and age, June 2009
                                                                                                                                    • Figure 58: Coupon usage by media, by gender and age, June 2009
                                                                                                                                  • Gender, marital status, and children in the household
                                                                                                                                      • Figure 59: Ad avoidance, selection, and voluntary viewership via DVR, by gender and children in the household, June 2009
                                                                                                                                      • Figure 60: Coupon usage by media form, marital status, and presence of children in the household, June 2009
                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                    • High-income households skipping away from ads
                                                                                                                                      • Figure 61: Ad avoidance, selection, and voluntary viewership via DVR, by household income, June 2009
                                                                                                                                    • Households with kids like ads more
                                                                                                                                      • Figure 62: Enjoyment of tv ads and interest in new viewership models, by presence of children in the household, June 2009
                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                    Companies Covered

                                                                                                                                    • Advertising Research Foundation
                                                                                                                                    • Amazon.com Inc
                                                                                                                                    • AMC Entertainment Inc.
                                                                                                                                    • American Advertising Federation
                                                                                                                                    • American Association of Advertising Agencies (AAAA)
                                                                                                                                    • American Marketing Association (AMA)
                                                                                                                                    • Association of Hispanic Advertising Agencies
                                                                                                                                    • Association of National Advertisers (ANA)
                                                                                                                                    • AT&T Inc.
                                                                                                                                    • Audit Bureau of Circulations
                                                                                                                                    • Best Buy stores (USA)
                                                                                                                                    • Bureau of Economic Analysis
                                                                                                                                    • Cablevision Systems Corporation
                                                                                                                                    • CBS Corporation
                                                                                                                                    • Chrysler LLC
                                                                                                                                    • Comcast Corporation
                                                                                                                                    • Consumer Electronics Association
                                                                                                                                    • Dish Network
                                                                                                                                    • Facebook, Inc.
                                                                                                                                    • Gap (USA)
                                                                                                                                    • Greenfield Online
                                                                                                                                    • International Advertising Association (IAA)
                                                                                                                                    • Interpublic Group of Companies, Inc. (The)
                                                                                                                                    • Jenny Craig Inc.
                                                                                                                                    • Martha Stewart Living Omnimedia Inc.
                                                                                                                                    • Microsoft USA
                                                                                                                                    • MySpace.com
                                                                                                                                    • National Broadcasting Company, Inc. (NBC)
                                                                                                                                    • Nike
                                                                                                                                    • Procter & Gamble USA
                                                                                                                                    • Target Corporation
                                                                                                                                    • The New York Times Company
                                                                                                                                    • Time Warner Inc.
                                                                                                                                    • TiVo Inc
                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                    • U.S. News & World Report, L.P.
                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                    • Walt Disney Company, The
                                                                                                                                    • Washington Post Company (The)
                                                                                                                                    • World Federation of Advertisers (WFA)
                                                                                                                                    • ZenithOptimedia USA

                                                                                                                                    Attitudes toward Traditional Media Advertising and Promotional Marketing - US - August 2009

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