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Television Advertising - US - January 2018

"Many online adults viewed a commercial via linear television in the last week, and these ads continue to have a powerful influence; the majority of viewers for every category surveyed have had some positive responses to commercials, including the desire to learn about new products and gain new insight into ones with which they’re already familiar. Further, while viewers are being lost to streaming services, some online respondents viewed a commercial via a time-shifted platform in the past week alone via digital video recorder (DVR), Television Everywhere (TVE), or pay television (TV) service video on-demand (VOD) libraries. The share of adults viewing linear programming is likely to continue to decline, but some portion of that audience will be maintained via these viewing methods."
- Billy Hulkower, Senior Technology Analyst

This Report looks at the following areas:

  • Half of audience tuning out 
  • Purchases in response to commercials are rare 
  • Positive responses less common for infrequently-purchased categories

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Half of audience tuning out
              • Figure 1: Ad avoidance, October 2017
            • Purchases in response to commercials are rare
              • Figure 2: Categories purchased in response to a commercial, October 2017
            • Positive responses less common for infrequently-purchased categories
              • Figure 3: Positive response* to commercials by product category, October 2017
            • The opportunities
              • Sponsoring content
                • Figure 4: Positive sentiment toward brands sponsoring television shows, October 2017
              • Focusing on sales and reviews
                • Figure 5: Attitudes toward sales, reviews, and the use of real customers, October 2017
              • Hispanic audience responds favorably
                • Figure 6: Positive response* to commercials, by category, Hispanic vs. non-Hispanic, October 2017
              • What it means
              • The Market – What You Need to Know

                • Growth in digital competes with linear sales
                  • Pay TV subscriptions in decline
                  • Market Perspective

                    • Expansion in digital creates cap on television
                      • Figure 7: US sales of banner and video ads, at current prices, 2015-17
                  • Market Factors

                    • Declines in pay TV subscription limited but ongoing
                      • Figure 8: Video subscriptions to leading pay TV service providers, Q2 2016-Q2 2017
                    • Cord-cutting on the table
                      • Figure 9: Intent to change or cancel pay TV service, by parental status, August 2017
                    • Transition to 4K
                      • Figure 10: Sales of 4K TV sets, 2014-17
                  • Key Viewing Platforms – What You Need to Know

                    • Commercials most commonly seen on linear programming
                      • On-demand a means of escaping from commercials
                        • 18-34s more exposed online
                        • What’s Working?

                          • Linear television still dominant
                            • Figure 11: Viewership of linear television, October 2017
                          • Men more likely to see commercials linearly
                            • Figure 12: Viewership of ads on linear television, by gender, October 2017
                          • Viewership more common among older age groups
                            • Figure 13: Viewership of ads on linear television, by age, October 2017
                          • Single men and dads available
                              • Figure 14: Viewership of ads on linear television, by gender and age, October 2017
                            • Access to middle and high-income groups intact
                              • Figure 15: Viewership of ads on linear television, by household income, October 2017
                            • Boost seen in ad viewership in time-shifted content among Hispanic Millennials
                              • Figure 16: Viewership of ads in on-demand content, Hispanics by generation, October 2017
                          • What’s Struggling?

                            • TVE, VOD provide limited assistance to commercial viewership
                              • Qualitative responses related to DVR usage
                                • In their own words:
                                    • Figure 17: Viewership of ads in on-demand content, October 2017
                                  • Women lost to advertisers in time-shifted programming
                                    • Figure 18: Viewership of ads in on-demand content, by gender and age, October 2017
                                  • Low-income groups least likely to see commercials on-demand
                                    • Figure 19: Viewership of ads in on-demand content, by household income, October 2017
                                • What’s Next?

                                  • Six-second ads
                                    • Branded content
                                    • The Consumer – What You Need to Know

                                      • Audience split on commercial viewership
                                        • Sponsorship attracts
                                          • Half of commercial viewers find info on sales useful
                                            • Food and leisure fare best
                                              • Hispanics, younger audiences more likely to respond
                                              • Ad Avoidance

                                                • Majority continue to view ads
                                                  • Figure 20: Ad avoidance, October 2017
                                                • Younger audiences more likely to avoid ads
                                                  • Figure 21: Ad avoidance, by age, October 2017
                                                • Black viewers stay tuned
                                                  • Figure 22: Ad avoidance, by race and Hispanic origin, October 2017
                                                • Panelists consistent in ad avoidance
                                                  • In their own words:
                                                    • Sponsorship: the softer sell
                                                      • Figure 23: Positive sentiment toward brands sponsoring content, by gender and age, October 2017
                                                    • Minority groups value sponsors
                                                      • Assessing the appropriateness of sponsorship within multicultural markets
                                                        • Figure 24: Positive sentiment toward brands sponsoring content, by race and Hispanic origin, October 2017
                                                      • Higher-income groups less keen on sponsorship
                                                        • Figure 25: Positive sentiment toward brands sponsoring content, by household income, October 2017
                                                    • Commercial Viewership Online

                                                      • More than half of adults saw commercials online
                                                        • Figure 26: Viewership of commercials in online content, October 2017
                                                      • Shifting allocations to access younger viewers online
                                                        • Figure 27: Viewership of commercials in online content, by age, October 2017
                                                      • Shift seen toward lower-income brackets
                                                        • Figure 28: Viewership of commercials in online content, by age, October 2017
                                                    • Selling the Commercial

                                                      • Importance of creative may be overrated…
                                                        • …but humor is memorable
                                                          • In their own words:
                                                            • The information matters most
                                                              • Sales and reviews well-received
                                                                • Figure 29: Interest in sales, reviews, and real customers, October 2017
                                                              • Most consumers interested in ads focused on sales
                                                                • Figure 30: Interest in hearing about sales and discounts via television commercials, by household income, October 2017
                                                              • Older Hispanics seeking news on sales/discounts
                                                                • Figure 31: Interest in hearing about sales and discounts via television commercials, by Hispanic origin and generation, October 2017
                                                              • Younger men influenced by reviews, real customers
                                                                • Figure 32: Interest in product reviews and use of real customers, by gender and age, October 2017
                                                              • Dads more likely to buy customer testimonials
                                                                • Figure 33: Interest in product reviews and use of real customers, by household income, October 2017
                                                            • Response to Commercials by Category

                                                              • Viewers respond to commercials for movies, food, and restaurants
                                                                • Figure 34: Positive response* to commercials, by category, October 2017
                                                              • Commercials inspire purchases in common, everyday categories
                                                                • Figure 35: Purchases in response to commercials, by category, October 2017
                                                              • Awareness increased for programming, travel, electronics, food
                                                                • Figure 36: Incidence of learning about new products or learning more about familiar products, by category, October 2017
                                                              • Boosts in interest most common achievement
                                                                • Figure 37: Incidence of becoming more interested in a product, by category, October 2017
                                                              • Viral buzz uncommon outside food and entertainment
                                                                • Figure 38: Generating discussion via commercials, by category, October 2017
                                                              • Tech and travel researched further online
                                                                • Figure 39: Pursuit of information online subsequent to viewing commercial, October 2017
                                                              • Food, restaurants followed up in-person
                                                                • Figure 40: Incidence of checking product out in-person subsequent to viewing commercial, October 2017
                                                            • Response to Categories by Demographics

                                                              • Convention holds in categories of interest to men and women
                                                                • Figure 41: Positive response* to commercials, by category, by gender, October 2017
                                                              • Under-45s more likely to respond
                                                                  • Figure 42: Positive response* to commercials by category, by age,, October 2017
                                                                • Older viewers retain interest in autos, movies, television
                                                                  • Figure 43: Positive response* to commercials, by category, by age II, October 2017
                                                                  • Figure 44: Positive response* to commercials, by category, by age II, October 2017
                                                                • Black viewers respond to electronics, fashion, personal care
                                                                  • Figure 45: Positive response* to commercials, by category, by race, October 2017
                                                                • Hispanics top audience for nearly every category
                                                                  • Figure 46: Positive response* to commercials, by category, Hispanics vs non-Hispanics, October 2017
                                                                • Young men, parents most likely to make a purchase
                                                                  • Figure 47: Purchases in response to commercials, CHAID* analysis, October 2017
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • CHAID analysis methodology
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                            • Terms

                                                                            Television Advertising - US - January 2018

                                                                            US $4,395.00 (Excl.Tax)