US Television Advertising market report
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Providing the most comprehensive and up-to-date information and analysis of the Television Advertising market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
For the purpose of this Report, Mintel defines television commercials as inclusive of those seen at the time of broadcast, on DVR, via TVE in online streams, social media, and pay TV VOD libraries. Sponsorship of live events and pre-recorded programming is also included in this Report, including shows specifically created to promote company products, whether these shows are delivered online on traditional television, or both.
Banner ads on websites and apps are discussed as competition for advertiser spending on television campaigns, but are otherwise not included in this Report.
Expert analysis from a specialist in the field
Written by Billy Hulkower, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
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.
Senior Technology Analyst
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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