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Television and Online Video Ads - US - April 2014

“The television ad industry is quietly being reshaped to include superior audience metrics, to provide addressable ads, and to escape from DVR-based fast-forwarding.”

– Billy Hulkower, Senior Analyst, Technology and Media

Some questions answered in this report include:

  • Is the DVR really killing television ads?
  • How will the TV ad market adapt to time-shifted viewing?
  • When will targeted TV ads be commonplace?

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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

                      • The market
                        • Competing media to keep growth limited
                          • Figure 1: Total US sales of television and digital video ads, at current prices, 2008-18
                        • Video ad spend floats higher on tide carrying all ships higher
                          • Figure 2: US video ad share of sales of all online and broadcast advertising, 2010-13
                        • Television sales dwarf digital video
                          • Figure 3: Share of US video ad sales, television versus digital video, 2013
                        • The consumer
                          • Reach of TV and online ads closely tied to viewer age
                            • Figure 4: Types of online and television commercials seen in past week, by age, February 2014
                          • Purchasing in response to ads – video on top
                            • Figure 5: Incidence of making a purchase in past month in response to a video ad, February 2014
                          • Familiar products more likely to inspire sales
                            • Figure 6: Previous familiarity with product purchased after seeing a TV or video ad, February 2014
                          • Women 18-34 driving second screen trend
                            • Figure 7: Second screen usage while watching TV, by age, February 2014
                          • Social media a normal part of watching TV for 18-34s
                            • Figure 8: Second screen activities while watching TV, by age, February 2014
                          • What we think
                          • Issues and Insights

                              • Is the DVR really killing television ads?
                                • The issues
                                  • The implications
                                    • How will the TV ad market adapt to time-shifted viewing?
                                      • The issues
                                        • The implications
                                          • When will targeted TV ads be commonplace?
                                            • The issues
                                              • The implications
                                              • Trend Applications

                                                  • Trend: FSTR, HYPR
                                                    • Trend: Extend My Brand
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Television ads still carry upside
                                                            • Figure 9: Total US sales of television and digital video ads, at current prices, 2008-18
                                                            • Figure 10: Total US sales of television and digital video ads, at inflation-adjusted prices, 2008-18
                                                          • Fan chart forecast
                                                              • Figure 11: Total US sales of television and online video ads, at current prices, 2008-18
                                                          • Market Drivers

                                                            • Key points
                                                              • Connected televisions
                                                                • Figure 12: Connected television ownership, by age, February 2014
                                                                • Figure 13: Connected television ownership, by household income, February 2014
                                                              • Mobile and portable access
                                                                • Figure 14: Access to connected devices, February 2014
                                                              • Use of phones and tablets for online video
                                                                • Figure 15: Use of secondary screens for streaming video, by age, November 2012-June 2013
                                                              • Time spent watching television and online video
                                                                • Figure 16: Time spent watching television, by age, February 2014
                                                                • Figure 17: Time spent watching television, by household income, February 2014
                                                              • DVR versus VOD
                                                                • DVR and VOD penetration
                                                                  • Figure 18: DVR and VOD penetration, by age, November 2012-December 2013
                                                                  • Figure 19: DVR and VOD penetration, by household income, November 2012-December 2013
                                                                • Online video consumption
                                                                  • Figure 20: Online video viewership, January 2011-January 2014
                                                              • Competitive Context

                                                                • Key points
                                                                  • Television still tops time spent with media, ad sales
                                                                    • Figure 21: Average time spent with major media by US adults, 2010-13
                                                                  • Sales gains enabled via increased overall spend
                                                                    • Figure 22: Total US sales of online and broadcast advertising, at current prices, 2009-13
                                                                  • Efficacy of competing online ads
                                                                    • Figure 23: Frequency of purchases in response to internet advertising, April 2011-December 2013
                                                                    • Figure 24: Incidence of making a purchase in past month in response to an online or television ad, by gender, February 2014
                                                                  • Ad-free viewing platforms versus ad-based platforms
                                                                    • Pay TV subscriptions hold steady
                                                                      • Figure 25: Subscription to pay TV service, April 2009-December 2013
                                                                      • Figure 26: US Pay TV subscriptions, 2009-13
                                                                    • Rising tide for iVOD usage
                                                                      • Figure 27: Services used to purchase, rent, or watch video online, September-October 2013
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Outstanding room for growth in digital video ads
                                                                        • Figure 28: US video ad sales, by segment (television versus digital video), 2012-13
                                                                      • Television ad sales continue to grow
                                                                        • More inclusive rating systems
                                                                          • cVOD as the antidote to DVR ad-skipping
                                                                            • Dynamic insertion in cVOD content
                                                                              • Connection to online content increases television ad value
                                                                                • Figure 29: Total US sales of television ads, at current prices, 2008-18
                                                                              • Digital video ads
                                                                                • Figure 30: Total US sales of digital video ads, at current prices, 2008-18
                                                                            • Innovations and Innovators

                                                                              • Shazam uses audio to link brands, ads, and video content
                                                                                • Second screen apps and social TV
                                                                                  • Can interactivity move to the first screen?
                                                                                  • TV and Online Ad Reach

                                                                                    • Key points
                                                                                      • Men more likely to see ads online
                                                                                        • Figure 31: Types of online and television commercials seen in past week, by gender, February 2014
                                                                                        • Figure 32: Types of online and television commercials seen in past week, by age, February 2014
                                                                                        • Figure 33: Types of online and television commercials seen in past week, by urban area, February 2014
                                                                                    • Attitudes to Television and Television Ads

                                                                                      • Key points
                                                                                        • Making bold choices
                                                                                          • Figure 34: Attitudes to television and television ads, by age, January-September 2013
                                                                                        • Funny stands tall
                                                                                          • Figure 35: Attitudes to television and television ads, by age, January-September 2013
                                                                                        • Striking conflicts in general sentiments to ads
                                                                                          • Figure 36: Attitudes to advertising, by age, January-September 2013
                                                                                        • Trended attitudes show interest in TV and ads in decline
                                                                                            • Figure 37: Attitudes and opinions about media, April 2009-December 2013
                                                                                          • Product placement a reasonable repositioning of ad dollars
                                                                                            • Figure 38: Attitudes toward product placement in television, by age, January 2013-September 2013
                                                                                            • Figure 39: Attitudes toward product placement in television, by age, January-September 2013
                                                                                        • Ad Avoidance

                                                                                          • Key points
                                                                                            • Television ad avoidance
                                                                                              • Men channel-surf while women multitask
                                                                                                  • Figure 40: Television commercial avoidance, by gender, February 2014
                                                                                                  • Figure 41: TV ad avoidance, by gender, January-September 2013
                                                                                                • Highest income households include more ad-skippers
                                                                                                  • Figure 42: Television commercial avoidance, by household income, February 2014
                                                                                                • DVRs and ad-skipping
                                                                                                  • Figure 43: Ad-skipping via DVR or VCR, by age, November 2012-December 2013
                                                                                                  • Figure 44: Ad-skipping via DVR or VCR, by household income, November 2012-December 2013
                                                                                                • Online ad avoidance
                                                                                                  • Figure 45: Online video ad avoidance, by gender, February 2014
                                                                                              • Purchasing in Response to Ads

                                                                                                • Key points
                                                                                                  • One in four prompted to buy
                                                                                                    • Figure 46: Incidence of making a purchase in past month in response to a video ad, by gender, February 2014
                                                                                                    • Figure 47: Incidence of making a purchase in past month in response to a video ad, by age, February 2014
                                                                                                    • Figure 48: Incidence of making a purchase in past month in response to a video ad, by household income, February 2014
                                                                                                  • Ad prompts boost online sales
                                                                                                    • Figure 49: Online purchase based on television or digital video ads, February 2014
                                                                                                    • Figure 50: Online and mobile shopping share of total retail sales, 2007-12
                                                                                                    • Figure 51: Online purchase based on television or digital video ads, by household income, February 2014
                                                                                                    • Figure 52: Any online shopping in past year, by household income, August 2011-August 2012
                                                                                                  • Impact of price on path to purchase
                                                                                                    • Figure 53: Cost of most recent purchase related to an ad, February 2014
                                                                                                    • Figure 54: Activities conducted on path to purchase, by cost of most recent purchase related to an ad, February 2014
                                                                                                  • Activities conducted in path to purchase
                                                                                                    • Figure 55: Activities conducted on path to purchase, by household income, February 2014
                                                                                                  • Previous familiarity with products purchased
                                                                                                    • Figure 56: Previous familiarity with product purchased, by household income, February 2014
                                                                                                • Customization and Voluntary Viewership

                                                                                                  • Key points
                                                                                                    • Interest in customizing television ads low
                                                                                                      • Figure 57: Interest in customized or interactive television ads, by age, February 2014
                                                                                                      • Figure 58: Interest in more information about products advertised on television, by age, February 2014
                                                                                                    • Voluntary viewership of ads online
                                                                                                      • Figure 59: Voluntary viewership of ads online, by age, February 2014
                                                                                                      • Figure 60: Voluntary viewership of ads online, by urban area, February 2014
                                                                                                  • Second Screening

                                                                                                    • Key points
                                                                                                      • Women 18-34 driving second screen
                                                                                                        • Figure 61: Second screen usage, by age, February 2014
                                                                                                        • Figure 62: Second screen usage, by age and gender, February 2014
                                                                                                      • Women turn to second screens for games and social media
                                                                                                        • Figure 63: Second screen activities, by gender, February 2014
                                                                                                      • Social media a normal part of watching TV for 18-34s
                                                                                                        • Figure 64: Second screen activities, by age, February 2014
                                                                                                      • Social media use peaks among highest-income second screeners
                                                                                                        • Figure 65: Second screen activities, by household income, February 2014
                                                                                                    • Qualitative Research

                                                                                                        • Key points
                                                                                                          • Capturing attention
                                                                                                            • Theme: Humor
                                                                                                              • Theme: Ads in line with personal interests
                                                                                                                • Theme: Ads with animals
                                                                                                                  • Theme: Ads that tell a story
                                                                                                                    • Online ads and avoidance of online ads
                                                                                                                      • Theme: Online video ads can be more appealing than television ads
                                                                                                                        • Theme: Online ads best avoided
                                                                                                                          • Attitudes to customized ads on YouTube and Hulu
                                                                                                                            • YouTube
                                                                                                                              • Hulu
                                                                                                                              • Race and Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • Hispanics lead in online ad exposure
                                                                                                                                      • Figure 66: Types of online and television commercials seen in past week, by race/Hispanic origin, February 2014
                                                                                                                                    • More Blacks watch ads
                                                                                                                                      • Figure 67: Television commercial avoidance, by race/Hispanic origin, February 2014
                                                                                                                                      • Figure 68: DVR penetration, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                      • Figure 69: Ad-skipping via DVR or VCR, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                    • Hispanics show high engagement with TV on social media
                                                                                                                                      • Figure 70: Second screen activities, by Hispanic origin, February 2014
                                                                                                                                    • Product placement has greater sway with Blacks and Hispanics
                                                                                                                                      • Figure 71: Attitudes toward product placement in television shows, by race/Hispanic origin, January 2013-September 2013
                                                                                                                                    • Asians, Hispanics more likely to make purchases
                                                                                                                                      • Figure 72: Purchases in response to ads, by race/Hispanic origin, February 2014
                                                                                                                                    • Hispanics want more information on advertised products
                                                                                                                                      • Figure 73: Interest in more information about products advertised on television, by race/Hispanic origin, February 2014
                                                                                                                                    • Asians lead in voluntary ad viewing
                                                                                                                                      • Figure 74: Voluntary viewership of online ads, by race/Hispanic origin, February 2014
                                                                                                                                  • Appendix – Additional Consumer Tables

                                                                                                                                    • Reach
                                                                                                                                      • Figure 75: Types of online and television commercials seen in past week, by household income, February 2014
                                                                                                                                    • Avoidance
                                                                                                                                      • Figure 76: Online video ad avoidance, by age, February 2014
                                                                                                                                      • Figure 77: Online video ad avoidance, by race/Hispanic origin, February 2014
                                                                                                                                      • Figure 78: TV ad avoidance, by age, January-September 2013
                                                                                                                                      • Figure 79: TV ad avoidance, by household income, January-September 2013
                                                                                                                                      • Figure 80: TV ad avoidance, by race/Hispanic origin, January-September 2013
                                                                                                                                    • Attitudes to television and television ads
                                                                                                                                      • Figure 81: Attitudes to television and television ads, by gender, January 2013-September 2013
                                                                                                                                      • Figure 82: Attitudes to television and television ads, by race/Hispanic origin, January 2013-September 2013
                                                                                                                                      • Figure 83: Attitudes to television and television ads, by household income, January 2013-September 2013
                                                                                                                                      • Figure 84: Attitudes to advertising, by gender, January 2013-September 2013
                                                                                                                                      • Figure 85: Attitudes to advertising, by race/Hispanic origin, January 2013-September 2013
                                                                                                                                      • Figure 86: Attitudes to advertising, by household income, January 2013-September 2013
                                                                                                                                    • Attitudes to product placement
                                                                                                                                      • Figure 87: Attitudes toward product placement in movies, by age, January 2013-September 2013
                                                                                                                                      • Figure 88: Attitudes toward product placement in movies, by race/Hispanic origin, January 2013-September 2013
                                                                                                                                      • Figure 89: Attitudes toward product placement in movies, by household income, January 2013-September 2013
                                                                                                                                      • Figure 90: Attitudes toward product placement in television, by household income, January 2013-September 2013
                                                                                                                                    • Purchases in response to ads
                                                                                                                                      • Figure 91: Incidence of making a purchase in past month in response to an online or television ad, by whether television is connected to the internet, February 2014
                                                                                                                                      • Figure 92: Frequency of purchases made in response to banner ads, by age, April 2013-December 2013
                                                                                                                                      • Figure 93: Frequency of purchases made in response to banner ads, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                      • Figure 94: Frequency of purchases made in response to banner ads, by household income, April 2013-December 2013
                                                                                                                                      • Figure 95: Frequency of purchases made in response to e-mail ads, by age, April 2013-December 2013
                                                                                                                                      • Figure 96: Frequency of purchases made in response to e-mail ads, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                      • Figure 97: Frequency of purchases made in response to e-mail ads, by household income, April 2013-December 2013
                                                                                                                                      • Figure 98: Frequency of purchases made in response to floating ads, by age, April 2013-December 2013
                                                                                                                                      • Figure 99: Frequency of purchases made in response to floating ads, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                      • Figure 100: Frequency of purchases made in response to floating ads, by household income, April 2013-December 2013
                                                                                                                                      • Figure 101: Frequency of purchases made in response to online full motion video ads, by age, April 2013-December 2013
                                                                                                                                      • Figure 102: Frequency of purchases made in response to online full motion video ads, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                      • Figure 103: Frequency of purchases made in response to online full motion video ads, by household income, April 2013-December 2013
                                                                                                                                      • Figure 104: Frequency of purchases made in response to pop-up ads, by age, April 2013-December 2013
                                                                                                                                      • Figure 105: Frequency of purchases made in response to pop-up ads, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                      • Figure 106: Frequency of purchases made in response to pop-up ads, by household income, April 2013-December 2013
                                                                                                                                      • Figure 107: Frequency of purchases made in response to search ads, by age, April 2013-December 2013
                                                                                                                                      • Figure 108: Frequency of purchases made in response to search ads, by race/Hispanic origin, April 2013-December 2013
                                                                                                                                      • Figure 109: Frequency of purchases made in response to search ads, by household income, April 2013-December 2013
                                                                                                                                      • Figure 110: Frequency of purchases made in response to search ads by age, April 2013-December 2013
                                                                                                                                    • Previous familiarity with products purchased
                                                                                                                                      • Figure 111: Previous familiarity with product purchased, by gender, February 2014
                                                                                                                                      • Figure 112: Previous familiarity with product purchased, by cost of most recent purchase related to an online ad, February 2014
                                                                                                                                      • Figure 113: Previous familiarity with product purchased, by whether television is connected to the internet, February 2014
                                                                                                                                    • Activities conducted in path to purchase
                                                                                                                                      • Figure 114: Activities conducted on path to purchase, by age, February 2014
                                                                                                                                      • Figure 115: Activities conducted on path to purchase, by race/Hispanic origin, February 2014
                                                                                                                                      • Figure 116: Activities conducted on path to purchase, by gender, February 2014
                                                                                                                                    • Interest in ad customization
                                                                                                                                      • Figure 117: Interest in customized television ads, by household income, February 2014
                                                                                                                                      • Figure 118: Interest in customized television ads, by race/Hispanic origin, February 2014
                                                                                                                                      • Figure 119: Interest in customized television ads, by urban area, February 2014
                                                                                                                                      • Figure 120: Behavior related to television viewership, by race/Hispanic origin, February 2014
                                                                                                                                      • Figure 121: Interest in more information about products advertised on television, by household income, February 2014
                                                                                                                                      • Figure 122: Interest in more information about products advertised on television, by urban area, February 2014
                                                                                                                                      • Figure 123: Voluntary viewership of online ads, by household income, February 2014
                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                    Companies Covered

                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                    Television and Online Video Ads - US - April 2014

                                                                                                                                    £3,199.84 (Excl.Tax)