Media Trends in America. Past, Present and Future--Duane "DJ" Sprague


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A comprehensive analysis of where the media usage and advertising opportunities have been, where they are today, and where they are going by age group and gender. Covers TV, radio, print and web 2.0. A must for advertisers, marketers, media planners and buyers.

Published in: Marketing, Technology
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Media Trends in America. Past, Present and Future--Duane "DJ" Sprague

  1. 1. American Trends in Media and Media Usage By Duane “DJ” Sprague
  2. 2. Age Group Distribution Media Usage by Age Group Media Consumption Trends Media Consumption by Women Newspaper Trends and Efficiency U.S. Media Trends
  3. 3. Birth to 12 Year Olds
  4. 4. Age Distribution Birth to 12 <ul><li>Born 1994-2006 </li></ul><ul><li>52.4 Million </li></ul><ul><li>17.6% of U.S. Population </li></ul><ul><li>20.7% Hispanic </li></ul>
  5. 5. Birth to 12
  6. 6. 13 to 17 Year Olds
  7. 7. Age Distribution 13 to 17 <ul><li>Born 1989-1993 </li></ul><ul><li>21.5 Million </li></ul><ul><li>7.2% of U.S. Population </li></ul><ul><li>18% Hispanic </li></ul>
  8. 8. 13 to 17
  9. 9. 13-17 Media Consumption Habits <ul><li>Internet </li></ul><ul><li>Ipods </li></ul><ul><li>Cable TV </li></ul><ul><li>Text Messaging </li></ul><ul><li>Video Games </li></ul><ul><li>Recorded Music and Movies </li></ul>
  10. 10. 18 to 34 Year Olds
  11. 11. Age Distribution 18 to 34 <ul><li>Born 1972-1988 </li></ul><ul><li>69 Million </li></ul><ul><li>23.2% of U.S. Population </li></ul><ul><li>18.3% Hispanic </li></ul>
  12. 13. 18-34 “What Ad Media Influence Your Purchase of Vehicles?” %
  13. 14. 18-34 “What New Media/Technology Do You Use Regularly?” %
  14. 15. 35 to 54 Year Olds
  15. 16. Age Distribution 35 to 54 <ul><li>Born 1952-1971 </li></ul><ul><li>86.5 Million </li></ul><ul><li>29% of U.S. Population </li></ul><ul><li>12.5% Hispanic </li></ul>
  16. 18. 35-54 “What Ad Media Influence Your Purchase of Vehicles?” %
  17. 19. 35-54 “What New Media/Technology Do You Use Regularly?” %
  18. 20. 55 Years Old and Up
  19. 21. Age Distribution 55+ <ul><li>Born up to 1951 </li></ul><ul><li>68.8 Million </li></ul><ul><li>23% of U.S. Population </li></ul><ul><li>7.1% Hispanic </li></ul>
  20. 24. 55+ “What Ad Media Influence Your Purchase of Vehicles?” %
  21. 25. 55+ “What New Media/Technology Do You Use Regularly?” %
  22. 26. Daily Media Consumption by Media Source
  23. 27. The Average Consumer Will Spend 9 Hours and 35 Minutes a Day Using Media in 2006
  24. 28. 2009 Nielsen Study: Average American Daily Media Usage
  25. 29. Where the Ad Money Goes TV $70B Radio $19.8B Internet $23.4B Print $37B
  26. 30. Ad Spending by Household
  27. 31. 2004 U.S. Ad Spending in Measured Media Totaled $1,287 Per HH Percent of Total Ad Spending Per HH
  28. 32. Hour by Hour Radio Listening Habits
  29. 33. Hour-by-Hour Radio Listening Curves <ul><li>Peak radio audiences can vary from: </li></ul><ul><ul><li>Hour to hour </li></ul></ul><ul><ul><li>Day to day </li></ul></ul><ul><ul><li>Station to station </li></ul></ul><ul><ul><li>Age group to age group </li></ul></ul><ul><ul><li>Quarter to quarter </li></ul></ul>
  30. 42. “ Below the line” Marketing Trends
  31. 43. “ Below the line” Marketing Trends <ul><li>Online advertising </li></ul><ul><li>Video-on-demand (cable TV) </li></ul><ul><li>Direct mail </li></ul><ul><li>Consumer promotions </li></ul><ul><li>Public relations </li></ul>
  32. 44. “ Below the line” Marketing Trends <ul><li>Event marketing </li></ul><ul><li>Podcasting </li></ul><ul><li>email and internet (more broadband connections) </li></ul><ul><li>In-store displays </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Product placement </li></ul><ul><li>Product exhibits </li></ul>
  33. 45. General Media Consumption Trends
  34. 46. Media Consumption Trends <ul><li>People are spending less time reading newspapers and magazines </li></ul><ul><li>Going to the theatres more often </li></ul><ul><li>Listening to more radio </li></ul><ul><li>Spending more time on the internet </li></ul><ul><li>More TiVo to record program and zap commercials </li></ul><ul><li>More satellite radio </li></ul>
  35. 47. TV Trends
  36. 48. TV Trends <ul><li>TV is still the number one consumed media source and leisure time activity (consumers spend ½ their leisure time and 11% of their lives watching TV) </li></ul><ul><li>Networks however are trending down. In the 1985-86 viewing season, ABC, CBS, and NBC held almost 70% of primetime share. By the 1999-2000 season they held only 36% </li></ul><ul><li>In 1980 ABC, CBS and NBC had a 90% share. In 1997 ABC, CBS, NBC and FOX had a 47% share. </li></ul>
  37. 49. TV Trends <ul><li>On average, U.S. consumers watch TV about 18 hours a week. Almost 6 hours of this (33%) is devoted to the major broadcast networks </li></ul><ul><li>The more income people make, the less time spent watching TV. Adults who earned more than $60,000 in 1999 watched 26% less TV than the average viewer </li></ul>
  38. 50. TV and the Internet Trends <ul><li>TV viewing is increasingly part of a multi-tasking multi-media experience. </li></ul><ul><li>Nielsen Study released on 10/08 found that: </li></ul><ul><ul><li>31% of home Internet users in the U.S. have the TV on in the background </li></ul></ul><ul><ul><li>More than 80% of Americans who watch TV and use the Internet use both simultaneously </li></ul></ul><ul><ul><li>Online usage is complimenting, not substituting traditional TV viewing </li></ul></ul>
  39. 51. TV Trends <ul><li>We will see an increase in the development and use of “on demand” or “opt-in” commercials, information and programs. A hybrid of web interactivity and cable TV </li></ul><ul><li>Auto manufacturers are trending downward on TV and upward on events, sponsorships, and internet marketing (getting closer to the consumer with lifestyle relevant info and communications, known as “ reality marketing ”) </li></ul>
  40. 52. Reality Marketing
  41. 53. Reality Marketing Trends <ul><li>Any marketing or advertising that allows a seller to get the product closer to the consumer so they can see, touch and experience it </li></ul><ul><li>Marketing that gets closer to the interests and lifestyle of the target audience </li></ul>
  42. 54. Dealership Media Usage Changes in Percent in Past 10 Years Radio 15% TV 6.4% Print -13.5%
  43. 55. Working Female Media Usage (2004 Media Audit)
  44. 56. All Female Media Usage in Minutes (BIG research 2004)
  45. 57. The Newspaper is Less Attractive <ul><li>Advertising rates are far outpacing market penetration </li></ul><ul><li>Market penetration is trending down as the number of households increases </li></ul><ul><li>The average reader is over 45 </li></ul><ul><li>Newspapers will be closing and becoming financially unsustainable </li></ul><ul><li>Younger adults cannot be reached by the paper at all </li></ul><ul><li>More subscribers admit not reading the paper they receive </li></ul><ul><li>Paid classifieds have been almost entirely replaced by free online classifieds </li></ul>
  46. 58. COST Increase HH Growth Circ . Increase
  47. 59. Newspaper Reach Mon-Sat (Audit Bureau of Circ. 9/30/00-9/30/05) Front Page 54% Reach # Reach % 196,313 18.2% 225,769 20.9% 241,465 22.4% 249,318 23.1% 257,170 23.8% Sports 28% Reach # Reach % 101,792 9.4% 117,061 10.8% 125,204 11.6% 129,276 12% 133,347 12.3% Business 26% Reach # Reach % 94,521 8.8% 108,699 10.1% 116,261 10.8% 120,042 11.1% 123,823 11.5% Food 24% Reach # Reach % 87,250 8.1% 100,388 9.3% 107,318 9.9% 110,808 10.3% 114,298 10.6% Employ. Classified 11% Reach # Reach % 39,990 3.7% 45,988 4.3% 49,187 4.6% 50,787 4.7% 52,386 4.9% Section Read Frequently Reach 1 st Day 2 nd Day 3 rd Day 4 th Day 5 th Day
  48. 60. Summary <ul><li>Traditional media that offer one-way communication at set times like broadcast TV and newspaper are slowly losing the big audience shares they once possessed as the younger more tech savvy generations replace the older generations </li></ul><ul><li>Media that offer on-demand, interactive, personalized, mobile or custom information are gaining popularity with Gen Y and Gen X </li></ul>
  49. 61. Summary <ul><li>Because of the increasing fragmentation of media and communication tools, and the ever evolving use of technology, demographic targeting, message relevance and media mix will become more important than ever </li></ul>
  50. 62. <ul><li>Invest in database building and marketing: </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Text messaging </li></ul></ul><ul><li>Invest in fresh and interactive web 2.0 sites and internet marketing (SEO and SEM) </li></ul><ul><li>Build an extensive social media presence and engage in the community at a grass roots level </li></ul>Recommendations: Cast a Wider Net on the Web
  51. 63. <ul><li>Focus more on creating opportunities for online dialog, polls, surveys and user reviews to get a bead on the customer experience and expectations </li></ul><ul><li>Look at ways to get our products closer to the consumer </li></ul><ul><li>Focus more on online news releases using a RSS newsroom like NewsCactus, focused on the users and bloggers than tradition press releases to the media </li></ul>Recommendations: Cast a Wider Net on the Web
  52. 64. Recommendations: Cast a Wider Net on the Web <ul><li>Create incremental sales with Affiliate Marketing Partners </li></ul><ul><li>Create a series of specialized and focused micro sites for a more directed and user friendly experience </li></ul><ul><li>Become engrossed in web analytics, ROI tracking and testing of landing pages, PPC ads, copy, offers, graphics etc </li></ul><ul><li>Integrate all offline messaging and branding with all online touch points </li></ul>
  53. 65. Duane “DJ” Sprague <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>