61 Marketing Trends found for Media / Radio

To minimise / maximise the insight just click anywhere within the orange box
US Ad Market Ignores Static Economy, Set to Grow Thru 2012

Bottom Line: Despite static US consumer confidence, becalmed in the doldrums at index point 76 since March, the US ad market is still in growth mode. According to strategic media agency MagnaGlobal, US media spend will grow by 2.2% in 2012.

The American economy, although still far from pre-recession levels (index point 97 in January 2007), will continue to grow through 2012, forecasts Interpublic's worldwide media arm MagnaGlobal. The shop estimates that advertising revenues - excluding political and Olympics related ads - grew 1.6% in the fourth quarter of 2011. But for 2012 Magna forecasts ...

[Estimated timeframe: Q2 2012 onward]

... a slow-down in overall advertising revenue growth in 2012, compared to 2011.

Excluding P&O [profits and overheads?], core media owners advertising revenues (TV, internet, radio, newspapers, magazines and out-of-home) will grow 2.2%. This represents a small increase compared to the shop's previous forecast published in January (2.0%) and remains less than half the 2011 growth (4.8%).

The increase is entirely due to an upward revision in Magna's digital media forecast, following a strong Q4 in 2011 and a robust first quarter in 2012.  

Internet media (including national and local) will grow 12.2% (revised from +10.9%) to reach $35.6 billion and a 20.2% market share. Internet media is still driven by paid search, growing double-digit, as well as mobile advertising (53.1% to $2.4 billion), and online video (24.0% to $2.2 billion). With $1.6bn in 2011, mobile advertising already represents 5% of online advertising and 1% of total advertising in the US.

Says Vincent Letang, Magna's evp and Head of Global Forecasting: “Encouraged by the rise of smartphone and tablet usage and the availability of scalable platforms, mainstream advertisers are now fully embracing all mobile formats (display, search, video, in-app).

“We expect mobile-related online ad revenues to grow 53% in 2012, to $2.4bn. iAd and Facebook in particular will create more opportunities for marketers in various mobile environments in 2012”.

To download the full MagnaGlobal report, click here.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MagnaGlobal.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5829

'Broad-Based Optimism' Among Largest US Advertisers Bodes Well for 2012

Bottom Line: "When America sneezes the world catches a cold", so the old saying goes. Presumably the converse is equally true - in which case new research suggests that 2012 will be an upbeat year worldwide for all but print media.

In the latest update of Advertiser Perceptions' flagship Advertiser Intelligence Reports [AIR], the research-based advertiser-insight and guidance provider perceives continued optimism for 2012, both among marketers and agencies. Indeed the semi-annual index reflects its second-highest reading since 2007, with a majority of survey respondents planning to ... 

[Estimated timeframe: Q2 2012 - Q4 2012]

... increase their spending. The Fall 2011 AIR survey represents the 5th consecutive “optimistic” finding since the latest recession affected the advertising marketplace in 2007-2008.

Advertiser optimism, however, varies by medium. But all media have enjoyed varying degrees of improvement, with respondents showing the greatest optimism for advertising via mobile, digital, and cable-television media. They also showed moderate optimism for broadcast, and expect improvements for magazines and national newspapers. Even so, sentiment for print-media platforms remains largely pessimistic. 


A majority of advertisers in every major advertising category anticipate increasing their ad spending in 2012. Based on this data, Advertiser Perceptions anticipates that the most optimistic advertisers will be in beauty, alcoholic beverages, financial products/services, consumer electronics, and automotive categories.

Nearly all major advertisers have expanded their budgets for digital ad channels. As a result, the optimism trends in those chanels are especially strong. Search advertising is rebounding after a slight dip in the Spring of 2011, while optimism for digital video media is exceptionally strong.

Comments Advertiser Perceptions' founder/ceo Ken Pearl: “In 2012, the nation faces an uncertain economic environment, an unclear political climate, and unsteady consumer confidence.

“Nonetheless, in our large and comprehensive survey of more than 1,200 media decision-makers, AIR Wave 16 found broad-based optimism over the coming twelve months. This optimism among advertisers has been consistent in AIR since the Fall of 2009.”

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdvertiserPerceptions.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5787

BRIC Nations to Lead World Adspend Growth in 2012

Bottom Line: According to marketing intelligence provider Warc, the so-called BRIC nations [Brazil, Russia, India and China] will lead world advertising growth this year, leaving Europe and (to a lesser extent) the USA trailing in terms of increased expenditure

Leading the race for adspend growth will be Russia which, Warc predicts, will leap by a substantial 16.5%, with India hard on its heels at 14.0%. China is set to grow 11.5%, while spend in Brazil is forecast to grow by 8.5%. Mainland Europe, on the other hand, is destined to languish with economic powerhouse Germany recording just 1% growth in adspend; France (0.8%) and Italy (-0.2%). In the UK, however, the picture is ... 

[Estimated timeframe: Q1 2012 onward]

... rosier, with predicted growth of 4.2%, courtesy of the dual uplift of the London Summer Olympics and the 2012 UEFA European Football Championships.

As for the USA, which is forecast to see a 4.1% increase in ad spend, its TV broadcasters will benefit bigtime from the November presidential and congressional elections.

Indeed, across all twelve nations covered by the survey, TV is predicted to increase its share of main media advertising, growing by 5.3% versus the all-media total of 4.5%.

As to online advertising, however, the pace of expansion is expected to slow to 12.6% this year, down from an estimated 16.6% in 2011. Despite which the internet is expected to account for 20% of all media spend come the end of 2012.

Comments Warc data editor Suzy Young: "With continuing debt worries affecting mature markets and knocking business and consumer sentiment, it is no surprise that 2012 adspend growth will come from emerging markets.

"Without the support from the presidential election and major sports tournaments, the outlook would have been even worse. But there are some bright spots in the data, with TV's performance looking particularly encouraging."

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Guardian.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5765

US Ad Market Set to Cede Pole Position to BRIC Nations by 2014

Bottom Line: Aggregated ad spending in emerging markets is expected to exceed that of the US come 2014. Moreover, hotspots including the BRIC nations [Brazil, Russia, India, China], are moving up the league table fast.

According to Publicis Groupe's ZenithOptimediaChina, the largest of the four BRIC nations, accelerated past Germany in 2010 to become the world's third-largest ad market in 2010, while by 2015 China's media adspend is poised to overtake Japan, the current runner-up in the world adspend stakes. Meantime, Brazil, Russia and India also continue their upward trajectory ... 

[Estimated timeframe: Q4 2011 - Q4 2014]

... in the world adspend league table. In 2011 Brazil hit number six in the global rankings, Russia came in at No. 11 and India 16th.

In a list of up-and-comers, acronymized as MIST, Mexico ranked No. 15; Indonesia, 17; South Korea, 12; and Turkey, 24. 

Says Zenith's head of forecasting, Jonathan Barnard: "Emerging markets are the main source of ad-expenditure growth. Over the next three years, half of all global growth in ad expenditure will come from just ten markets: the BRICs, the MISTs, South Africa and Argentina."

The twenty-five largest ad markets in 2011 include ten emerging economies:

  • BRIC nations (see above)
  • MIST (see above)
  • South Africa (No. 14)
  • Thailand (No. 22)
  • Argentina (No. 26)

Among the 100 largest global advertisers, thirteen companies allocated more than 10% of 2010 measured-media spending to China, according to AdAge's Global Marketers report.

But don't jump to hasty conclusions, counsels Zenith: "The US remains the powerhouse of advertising, with spending more than three times that of No. 2 Japan.

Nonetheless, the USA's share of major-media global ad spending (TV, print, radio, cinema, outdoor and internet) fell from 44% in 1986 to 33% in 2011.

Analysing ZenithOptimedia's forecast data, AdAge DataCenter notes that spending in emerging markets is reaching a tipping point. Other key points highlighted by AdAge are ...

  • Such outlays will make up 33.2% of worldwide major-media spending in 2014, marginally ahead of the US share at 32.0%.
  • Emerging markets accounted for just 4% of worldwide major-media ad spending in 1986.
  • Per capita spending in emerging markets remains a fraction of that in the United States.
  • Advertisers spent $498 for every man, woman and child in the US in 2011. In China they spent $22 per capita - roughly equating to America's per capita ad expenditure in 1946.
  • But consider how far China has come since 1986 when its per capita ad spending was just 9 cents!

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5726

US Media Guru Takes Downbeat View of US Ad Growth Thru' 2012-13

Bottom Line: Former Interpublic Group media savant Brian Wieser - now senior research analyst at Pivotal Research Group, New York - offers a downbeat assessment of US advertising growth in the year ahead - a meagre one percent.

A report issued today by Pivotal Research Group [PRG] predicts that advertising stateside will grow in 2012 by a miserly 1.0% on a normalized basis (excluding the impact of political and Olympic-related activity). Brian Wieser's prediction is based on extensive ongoing conversations with practitioners of media buying and selling. Significantly, the report expects revenue growth to arise almost solely from ... 

[Estimated timeframe: Q4 2011 - Q4 2012]

... the introduction of new categories or emergence of new brands. It also assumes that individual marketer budgets will tend to hold constant over time. Maintaining the downbeat mode, Wieser doesn't foresee any significant new categories/brands emerging in 2012.

The report predicts that spending levels will generally flatten through the middle of 2012, after which the impact of status quo “new normal” should return, with weak growth in the periods that immediately follow. In the shadow of August’s U.S. debt downgrade, budget-setters approached uncommitted advertising expenditures with hesitation, although not to the extent initiatives were halted outright (as occurred during 4Q 2008).

Among the key points arising from the report are:

  • Expectations for soft economic conditions reinforce short-term view and drive long-term view.
  • Macro-economic data offers a proxy for new category and brand creation. Quantifying the creation of brand-differentiated categories is an elusive goal, but PRG posits that such activity tends to coincide with economic growth.
  • The report focuses upon Personal Consumption Expenditures [PCE] and Industrial Production given the high correlation these variables have with changes in media owners’ advertising revenues.
  • The Philadelphia Federal Reserve recently released its updated Survey of Professional Forecasters, which provides consensus expectations from more than fifty economists. The survey indicates approximately 4% growth in nominal PCE in 2012, which compares with nearly 6% levels from between 1991 and 2007.
  • If, in parallel, Industrial Production rises by 3% the regression model used by PRG to predict advertising growth yields only 1% growth.
  • Assuming industrial production picks up in following years - reflecting a modestly improving economy in 2013 and beyond - we would expect 2-3% growth rates for the market over longer time horizons, at least until broader economic conditions meaningfully improve.

Individual medium growth trends in 2012 will reinforce a “have/have-not” media economy, between TV and Digital on one hand and other forms of traditional media on the other.

Simply put, in scarce times, marketers are concentrating their budgets among their primary medium (often network TV for large brands seeking awareness) and a secondary medium (often Digital platforms for traditional brand marketers, who typically pursue engagement-based outcomes among a subset of the population who are aware of their brand attributes). In general, we expect to see National Mass Media continuing to gain share at the expense of Local Mass Media.

But Direct Media should continue to grow faster than Mass Media. In this context, mobile advertising will grow fastest, up 37% in 2012, decelerating in percentage terms from 2011, but adding a comparable amount of dollars in absolute terms.

Paid Search will add the most in absolute dollars among all media during 2012, up from $14.8B to $17.0B. Also of note: while PRG expects National Cable will perform well versus other media, that medium should slow significantly in 2012, rising by only 4.8% (compared to a gain of 9.0% in 2011).

Unsurprisingly, Local Newspapers will fare worst during 2012, falling by 9.4% to generate $1.8B less revenue than in 2011. Only Directories will perform weaker in percentage terms, falling by another 22.6% for the year.

The complete report can be accessed by clicking here.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Press release
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5722

Weak US and UK Economies Will Push Traditional Media Ads Online Thru 2015

Bottom Line: According to the latest Media Outlook from PwC, the fragilitity of the US and UK economies over the next five years will accelerate the shift from traditional media to online channels.

The ongoing battle between traditional and digital media for advertising dollars is likely to snowball over the next decade, predicts beancounter PriceWaterhouseCoopers, whose diverse clientele includes the US Interactive Advertising Bureau and the UK's Internet Advertising Bureau. [Not, of course, that this business relationship would in any way influence PwC's predictions.]  But as reported in MarketingTomorrow earlier this month ...

[Estimated timeframe: Q4 2011 - Q4 2015]

..., global media shop ZenithOptimedia takes a more bullish view of the economic outlook.

Overall, however, PwC expects varying degrees of growth across the media spectrum over the next five years, predicting that as "advertising on social networks soared during the first half of this year, jumping 20% in the US and 12% in the UK", these growth rates were above its initial projections and are currently fueling the collective internet advertising market - which is apparently benefiting from the struggling economy. 

Search remains strong as does mobile, with the spread of tablets and smartphones.

In its updated media outlook for 2011-15 PwC posits that "the weakening economy is accelerating the shift of advertising from traditional media to the internet.”

Social networking is also contributing to a buoyant TV market by “stimulating interest, and live viewing, in shows.”

However, PwC stresses that its projections across the ad market for 2011 remain on the “conservative side”, whereas ZenithOptimedia now forecasts a 2.5% increase in North America overall.

PwC, on the other hand, projects 2.2% growth. Globally, the figures are 3.6% and 3.1%, respectively.

There are three regions, however, where the two firms diverge to an even greater extent. In Asia-Pacific, Zenith expects 5.5% growth, while PwC is at 2.4%. PwC says strength in China and India is being dragged down by a slower Japan.

In Europe/Middle East/Africa and Latin America, PwC is more bullish than Zenith. PwC projects a 4.1% increase in EMEA this year, compared to Zenith at 2.9%.

In Latin America, PwC has an 8.1% projection, compared to a notably lower 4.9% at Zenith. Nonetheless, PwC says Latin America could be doing even better: “The slowdown in the US economy is adversely affecting Latin America, which relies on the US for its exports.”

[These conflicting forecasts bring to mind the mediaeval theologians who spent years engaged in earnest debate as to the number of angels able to dance on the head of a pin!]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Media|Post.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5693

One in Eight US Homes Will Opt for Multi-Comms Packages by 2016

Bottom Line: Yet another emerging trend likely to induce premature hair loss among media buyers is quadruple bundling of consumer communications services by broadcasters and telecos.

Over the next five years an increasing number of American homes (an estimated 13%) will opt for a bundle of communication packages: fixed voice, mobile voice, internet and TV services -- from their preferred cable and telecoms suppliers. So predicts Strategy Analytics, a Boston (Mass) headquartered specialist in tracking, analyzing and forecasting markets that include wireless devices, consumer electronics, entertainment and media systems, telecoms and related digital services. According to Ben Piper, the firm's director of Multiplay Market Dynamics ... 

[Estimated timeframe: Q3 2011 - 2016]

... that's a fourfold increase over the current levels. "Quad play bundling has had a slow start in the US, but we see increased momentum over the next five years," says Piper, who cites AT&TVerizon and Cox Communications as some of the companies currently offering quad play services.

Right now a surprising 57% of US households are considered "multiplay"; in other words subscribing to more than one entertainment or communication service from the same provider.

AT&T, for instance, says more than 75% of its U-Verse TV subscribers receive that service as part of a bundled offering.

Although "quad play" services will increase over the next five years, the packaging of three service types will remain the dominant bundle, believes Piper.

While many of these packages will initially be discounted offerings to consumers, the true marketing opportunity will come in building a relevant consumer brand that people will trust for all their varied communications and entertainment needs.

Speaking to Marketing Daily, Piper opines that "bundling will certainly be driven by discounting, but branding also plays a key role.

"We have long said that it is the perception of value that motivates customers to churn. The success of the bundle will depend on service provider's ability to 'articulate this value."

While bundling services presents an opportunity to retain wavering customers, the practice also presents a greater risk to service providers should a customer find any one of those consumer experiences lacking.

Warns Piper: "When a customer decides to break up, it's generally the entire customer relationship that goes out the window, not just a piece or part. In a survey we just fielded of US households, bundled subscribers were only slightly less likely to 'churn' [quit] than non-bundled. Again, it comes down to branding and communicating a message of value to the subscriber." 

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5635

Partial Global Adspend Recovery Predicted by End of 2012

Bottom Line: Global adspend is likely to remain flat this year with a partial recovery in 2012.

Growth in worldwide advertising expenditure is likely to remain horizontal for the remainder of this year, predicts UK-based marketing intelligence specialist WARC [World Advertising Research Center]. The researcher is not alone in its gloomy prognosis. WPP Group's media arm, GroupM, last month shaved 1% from its global adspend predictions for 2011, citing the impact of the Japanese earthquake and political mayhem in the Middle East. WARC, however, has qualified its outlook with a ray of sunshine, revealing that ...

[Estimated timeframe: Q3 2011 - Q4 2012]

...  when measured at constant 2005 prices adjusted for inflation (the baseline used by the IMF and several other key indices), total adspend in the twelve surveyed markets will actually decrease by a meagre -0.1% year-on-year.

Moreover, WARC foresees a partial recovery in 2012, triggered by general economic growth, with a 5.7% boost in adspend measured both in current and constant prices.

The media covered by the WARC survey are newspapers, magazines, TV, radio, cinema, out-of-home and internet. The markets surveyed were:

  • Australia
  • Brazil
  • Canada
  • China
  • France
  • Germany
  • India
  • Italy
  • Japan
  • Russia
  • UK
  • USA.

Summarises WARC's data editor Suzy Young: “Global economic conditions remain unsettled and this is making marketers cautious, particularly in Western Europe, Japan and the US.

“As a consequence, marketing budgets for 2011 are likely to be smaller than initially hoped. The next three months will be crucial.”

Meantime, in 2011, the emerging eastern economies continue to lead the way in terms of adspend growth. Of the dozen nations expected to record the strongest year-on-year adspend increases at current prices are Russia (19.5%), India (15.5%) and China (12.2%). They are also the fastest growing at constant 2005 prices.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Marketing week.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5632

Fast Food Ad Ban Mooted by US Doctors

Bottom Line: The advertising of fast, unhealthy foods could be at risk of a US national ban following lobbying by The American Academy of Pediatrics.

The American Academy of Pediatrics, a group of 65,000 physicians, has issued a statement calling for Congress and the Federal Trade Commission to enact laws preventing the advertising of allegedly unhealthy foods. In particular, the medics are concerned about the advertising of such products to children, claiming that "kids see 5,000 to 10,000 food ads per year, most pushing unhealthy foods". Alleges Dr Victor Strasburger, the statement's lead author ...

[Estimated timeframe: Q3 2011 - 2014]

... "We've created a perfect storm for childhood obesity - media, advertising, and inactivity. American society couldn't do a worse job at the moment of keeping children fit and healthy - too much TV, too many food ads, not enough exercise, and not enough sleep." 

In April, the FTC and other agencies released a set of voluntary principles regarding the marketing of foods to children. These cover ads targeting children 17 and below, and  are limited to products that have the right ingredient profile.

Comments on the voluntary guidelines are due later this month (July 14) but the food industry has already criticized the guidelines as "draconian". Howls a Campbells Soup spokesman: “The nutritional criteria . . . are highly unrealistic."

While the most prominent of the usual suspects,  Dan Jaffe, evp, Association of National Advertisers complains: "They’re asking the whole industry to change behavior, and they’re using old data to justify it.”

Jaffe cites the self-regulatory program introduced in 2006, when advertisers (collectively representing 70%-80% of all ads targeting children)  amended their products and messaging.

Though the FTC's latest guidelines are voluntary, advertisers are worried the could lead to future clampdowns. “There is the force of regulation behind it,” Jaffe says.

Meantime, in the opposite corner is nutritionist and New York University Professor Marion Nestle, whose tome Food Politics: How the Food Industry Influences Nutrition and Health describes tactics used by food company marketers to lure children as young as two years to consume their products.

Nestle quotes one marketer saying: "Kids are a growing demographic and [advertisers] are trying to get in on the ground floor." Another marketing strategist defended childhood advertising as "nothing less than primary education in commercial life."

But, warns Professor Nestle: "Children comprise a multi-billion dollar market, and what better way to instill brand loyalty and increase lifetime profits than by marketing to the youngest, most vulnerable, members of society?"

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: RTNews.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5614

World Ad Revenues Forecast to Grow 6.8% Annually Thru' 2016

Bottom Line: Ad revenues worldwide are set to grow over the next five years. But it could be a bumpy ride - especially for print media.

Following an 8.0% rebound in 2010, IPG's MagnaGlobal media unit predicts that media suppliers around the world will grow their advertising revenues during 2011 by 5.2% to total $428.4 billion on a constant currency basis. This is a downward revision from the company's previously published expectations of +5.6%. Long-term growth rates, however ... 

[Estimated timeframe: Q3 2011 - 2016]

... have been upgraded, reflecting stronger expectations for emerging markets through 2016.  Magna's compounded annual growth rate [CAGR] for the global industry is +6.8% over the next five years, compared to previous expectations in late 2010 of +6.3%. In individual media sectors ...

  • Traditional television advertising is expected to grow 8.3% on average through 2016, gaining more advertising market share in North America (the world’s largest TV market) than in any other region.
  • Concurrently, the media mavens predict that online advertising will overtake newspapers as the second-largest advertising medium by 2012, reaching US$129 billion in 2016. Technological advancements in ad serving, targeting and measurement, improvements in search quality, and rapid growth of social media will all help the medium attract more investment.
  • By contrast, Magna expects a slight temporary decline in print media revenue, compared to the media shop's previous expectation of positive growth of less than 1%. Over the next five years, however, newspapers and magazines collectively should grow 1.6% on average, an upward revision from our previous estimate of 1.2%.
  • In many emerging countries, particularly in those where literacy rates are rising and the threat of online substitutes remains limited, newspapers remain a popular medium to distribute content to consumers.
  • Radio estimates remain largely unchanged, but out-of-home should continue to see relatively more favorable trends, which will help make it the second fastest growing medium after online over the next five years.

In dynamic USD terms – important to a media owner or advertiser who does not hedge currency exposure – global advertising will rise by +9.2% during 2011, and continue to grow by a CAGR of +8.1% through 2016.  [Magna's currency estimates assume a depreciating US dollar against most other currencies over the next five years.]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MagnaGlobal.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5597

First Previous 1 2 3 4 5  ... Next Last