WebinarWhere’s the Money in Local Media?     Before You Plan and Budget,     Track the Shifting Ad Dollars             Nov...
Introduction & Agenda• Welcome, and thank you for joining us• Our discussion points:   – Economic Overview                ...
Local Media Five-Year Forecast               $155.0               $150.0                                                  ...
Quarterly Real GDP Growth                            Actuals                                                              ...
Quarterly Real GDP Growth                            Actuals                                                              ...
Unemployment Rate 201010.0 9.7 9.7 9.8 9.6 9.5 9.5 9.6 9.6 9.7 9.8 8.0 6.0 4.0 2.0 0.0                              2010  ...
Unemployment Rate 201110.0 9.7 9.7 9.8 9.6 9.5 9.5 9.6 9.6 9.7 9.8 9.4                                                    ...
Steady Shift Toward Digital Media                                                   Traditional       Online/Digital      ...
Local Ad Market Currently Dominatedby Traditional Media     2010 U.S. Local Media Revenues — $137.2 Billion               ...
Local Ad Market Less Dominatedby Traditional Media in 2015     2015 U.S. Local Media Revenues — $149.4 Billion            ...
Competitive Local Media Markets• Information these days is critical. Why?   –   More in-market competition   –   Digital a...
Analyzing the Local Ad Market• Clients have told us – they need detailed local market  information so they can see exactly...
Ad Spend by Media CategoryMedia                              General AdvertisingCategories                         Categor...
93 Detailed CategoriesAutomobile Dealers & Automotive Mnftrs.    Landscaping Services                                     ...
Charlotte, NC Total Media Overview                                                                                        ...
Charlotte, NC Automotive Category                                                                                         ...
Charlotte, NC Retail Category                                                                                             ...
Charlotte, NC Retail Category            Furniture Stores            Childrens and Infants Clothing            Office Supp...
Interactive Report Building• Media Ad View: Detailed Category Reports include an  Interactive Excel™ file in which a subca...
19Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
Detailed Category: Health – Physicians2010                                                                                ...
Detailed Category: Health – Physicians2015                                                                                ...
Detailed Category: Auto Dealers & Mnftrs2010                                                                              ...
Detailed Category: Auto Dealers & Mnftrs2015                                                                              ...
How Clients Use MAV Reports• What our clients have told us:   – Identify ALL the competition in the market – not just     ...
Brief Recap of Methodology• BIA/Kelsey has been tracking media for over 27 years• We have a “bottom up” and “top down” app...
Special Purchase Offer• Current List price:   – $2,495/market• Webinar promo:   –   $1,995/market.   –   Want multiple mar...
Frequently Asked Questions                                                                                                ...
How are the various media estimates generatedespecially in the smallest markets?Answer:  • Both bottom up and top down app...
What does the Total Local Television MarketRevenue Estimate include?Answer:  • All over-the-air advertising revenues gener...
Can we get more details on the online advertisingcomponents (e.g., how much is search, display)?Answer:  • Media Ad View i...
Special Purchase Offer• Current List price:   – $2,495/market• Webinar promo:   –   $1,995/market.   –   Want multiple mar...
Questions and comments:Mark Fratrik | mfratrik@biakelsey.com | 703.818.2425Steve Passwaiter | spasswaiter@biakelsey.com | ...
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Wheres the-money-in-local-media

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BIA / Kelsey - Nov 2011
Where's the Money in Local Media?

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Wheres the-money-in-local-media

  1. 1. WebinarWhere’s the Money in Local Media? Before You Plan and Budget, Track the Shifting Ad Dollars November 16, 2011 Dial-In Information: Toll: +1 (914) 339-0033 Access Code: 688-595-848
  2. 2. Introduction & Agenda• Welcome, and thank you for joining us• Our discussion points: – Economic Overview Mark Fratrik VP, Research – National Forecast (Traditional vs. Digital) – Share Shifts: 2010 - 2015 – Competition in Local Markets – Local Market Estimates Steve Passwaiter VP, Business – Budgeting with Media Ad View - Local Ad Development Reports – Detailed examination of two markets – Live Questions, FAQs Omar Wardak Senior Researcher 1 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  3. 3. Local Media Five-Year Forecast $155.0 $150.0 $149.4US$ Billions $146.0 $145.0 $141.5 $139.5 $140.0 $137.2 $135.9 $135.0 $130.0 $125.0 2010 2011 2012 2013 2014 2015 Source: BIA/Kelsey’s U.S. Local Media Forecast Nov. 2011. Note: Numbers are rounded. 2 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  4. 4. Quarterly Real GDP Growth Actuals Forecasts 3.5 3.2 3.2 3.1 3.0 2.9 2.6 2.7 2.5 2.0Growth Rate 2.0 1.6 1.5 1.0 0.5 0.0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2009 2011 2010 Source: Wall St. Journal, Economic Forecasting Survey: Nov. 2010 3 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  5. 5. Quarterly Real GDP Growth Actuals Forecasts 3.5 3.2 3.2 3.1 3.0 2.9 2.6 2.7 2.5 2.0Growth Rate 2.0 1.6 1.5 2.3 2.5 2.5 1.0 0.5 1.3 0.4 0.0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2009 2011 2010 Source: Wall St. Journal, Economic Forecasting Survey: Nov. 2010, Nov. 2011 4 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  6. 6. Unemployment Rate 201010.0 9.7 9.7 9.8 9.6 9.5 9.5 9.6 9.6 9.7 9.8 8.0 6.0 4.0 2.0 0.0 2010 2011 Source: Bureau of Labor Statistics 5 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  7. 7. Unemployment Rate 201110.0 9.7 9.7 9.8 9.6 9.5 9.5 9.6 9.6 9.7 9.8 9.4 9.0 8.9 8.8 9.0 9.1 9.2 9.1 9.1 9.1 9.0 8.0 6.0 4.0 2.0 0.0 2010 2011 Source: Bureau of Labor Statistics 6 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  8. 8. Steady Shift Toward Digital Media Traditional Online/Digital 2010-2015 $160.0 $149.4 $146.0 CAGRs: $139.5 $141.5 $137.2 $135.9 $140.0 $20.0 $33.8 $37.9 Total Media $23.3 $26.4 $29.9 $120.0 CAGR 1.7%US$ Billions $100.0 Traditional Media $80.0 CAGR -1.0% $60.0 $117.2 $112.5 $113.1 $111.6 $112.2 $111.5 Online/Digital $40.0 Media CAGR 13.6% $20.0 $0.0 2010 2011 2012 2013 2014 2015 Source: BIA/Kelsey’s U.S. Local Media Forecast Nov. 2011. Note: Numbers are rounded. 7 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  9. 9. Local Ad Market Currently Dominatedby Traditional Media 2010 U.S. Local Media Revenues — $137.2 Billion *ERPM Online / Interactive 0.8% 7.7% Mobile 0.2% Magazine 2.4% Cable Newspapers 4.4% 19.0% OOH 4.9% Yellow Pages Direct Mail 7.7% 28.0% Radio TV 10.5% 14.5% *ERPM = Email, Reputation and Presence Management Note: Digital revenues associated with traditional media (e.g., websites associated with local TV stations, local radio stations, newspapers and magazines) are included in the revenues for the traditional media. Revenues for Internet Yellow Pages that are associated with print Yellow Pages are included in the overall Yellow Pages media category. 8 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  10. 10. Local Ad Market Less Dominatedby Traditional Media in 2015 2015 U.S. Local Media Revenues — $149.4 Billion *ERPM Mobile 3.4% 2.3% Online / Interactive 10.7% Newspapers 12.9% Magazine 2.0% Cable Direct Mail 5.0% 27.0% OOH 6.0% Yellow Pages TV *ERPM = Email, Reputation and 5.0% Radio 14.0% Presence Management 11.8% Note: Digital revenues associated with traditional media (e.g., websites associated with local TV stations, local radio stations, newspapers and magazines) are included in the revenues for the traditional media. Revenues for Internet Yellow Pages that are associated with print Yellow Pages are included in the overall Yellow Pages media category. 9 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  11. 11. Competitive Local Media Markets• Information these days is critical. Why? – More in-market competition – Digital ad share shifts – Consumer preferences – Emerging new growth categories 10 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  12. 12. Analyzing the Local Ad Market• Clients have told us – they need detailed local market information so they can see exactly what is happening in their market• In response, we have developed Media Ad View: – Provides a detailed picture of advertising trends for every local market – Covers advertising spending by media for the most recent year and for five years out (2010-2015) – Drills down into 93 detailed categories (e.g., tire dealers, women’s clothing stores, physicians) for different types of businesses – Delivers the details necessary to understand and evolve with the rapid share shift environment that continues to transform the media industry 11 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  13. 13. Ad Spend by Media CategoryMedia General AdvertisingCategories Categories• Mobile • Automobile• ERPM (E-mail, Reputation and • Education Presence Management) • Financial/Insurance• Online Advertising• Radio • General Services• Newspaper • Government/Religion• Television • Health Care• Cable TV • Leisure/Recreation• Internet Yellow Pages • Media• Print Yellow Pages • Real Estate• Magazines • Restaurants• Out-Of-Home • Retail• Direct Mail • Technology 12 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  14. 14. 93 Detailed CategoriesAutomobile Dealers & Automotive Mnftrs. Landscaping Services Home Furnishings StoresOther Motor Vehicle Dealers Offices of Physicians Floor Covering StoresAutomotive Parts and Accessories Stores Offices of Dentists Other Home Furnishings StoresTire Dealers Offices of Chiropractors Household Appliance StoresGasoline Stations & Automotive Repair Offices of Optometrists Radio, Television, and Other ElectronicsBusiness Schools and Computer Hospitals Computer and Software StoresTechnical and Trade Schools Nursing and Residential Care Home CentersOther Schools and Instruction Veterinary Services Paint and Wallpaper StoresEducational Support Services Pharmacies and Drug Stores Hardware StoresCommercial banking Hotels-Motels Lawn and Garden Equipment StoresSavings institutions Airline Transportation Mens Clothing StoresCredit unions, federally chartered RV (Recreational Vehicle) Parks Womens Clothing StoresSecurities brokerage Performing Arts Companies Childrens and Infants Clothing StoresPortfolio management Spectator Sports Family Clothing StoresInvestment advice Museums, Historical Sites Amusement Clothing Accessories StoresDirect life insurance carriers Parks and Arcades Other Clothing StoresDirect health and medical insurance Gambling Industries Shoe StoresAuto Insurance Other Amusement and Recreation Jewelry, Luggage, and Leather StoresDirect property and casualty insurance Motion Picture and Video Sporting Goods StoresInsurance agencies and brokerages Newspaper Publishers Hobby, Toy, and Game StoresLegal Services Periodical Publishers Book StoresAccounting, Tax Preparation, Bookkeeping Radio Stations Department StoresArchitectural, Engineering Services Television Broadcasting Discount Department StoresSpecialized Design Services Cable and Other Subscription Warehouse Clubs and SupercentersComputer Systems Design and Related Programming All Other General Merchandise StoresManagement, Scientific, and Technical Full-Service Restaurants Office Supplies and Stationery StoresScientific Research and Development QSR/Fast Foods Gift, Novelty, and Souvenir StoresAdvertising, Public Relations Services Special Food Services Wired Telecommunications CarriersOther Professional, Scientific Technical Bars Wireless Telecommunications CarriersTemporary Help Services Supermarkets and Other Grocery Other TelecommunicationsJanitorial Services Convenience Stores Beer and Wine, and Liquor Stores Furniture Stores 13 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  15. 15. Charlotte, NC Total Media Overview 14 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  16. 16. Charlotte, NC Automotive Category 15 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  17. 17. Charlotte, NC Retail Category 16 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  18. 18. Charlotte, NC Retail Category Furniture Stores Childrens and Infants Clothing Office Supplies Home Furnishings Stores Family Clothing Stores Gift/Souvenir Floor Covering Stores Clothing Accessories Stores Other Home Furnishings Other Clothing Stores Household Appliance Stores Shoe Stores Radio/Television/ Electronics Jewelry,/Luggage/Leather Computer /Software Stores Sporting Goods Stores Home Centers Hobby, Toy, and Game Stores Paint and Wallpaper Stores Book Stores Hardware Stores Department Stores (except Discount Department) Lawn/Garden/Supplies Stores Discount Department Stores Mens Clothing Stores Warehouse Clubs and Supercenters Womens Clothing Stores All Other General Merchandise Stores 17 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  19. 19. Interactive Report Building• Media Ad View: Detailed Category Reports include an Interactive Excel™ file in which a subcategory can be selected to generate a series of pie charts and tables that examine that category in a local market.• Data charts include: – Ad spending share by media for the current year and for each year five years out. – Estimated Annual Advertising Revenues – Share of Total Annual Advertising Revenues by Media – Annual Growth in Advertising Revenues by Media• Let’s look at some of the data. 18 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  20. 20. 19Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  21. 21. Detailed Category: Health – Physicians2010 20 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  22. 22. Detailed Category: Health – Physicians2015 21 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  23. 23. Detailed Category: Auto Dealers & Mnftrs2010 22 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  24. 24. Detailed Category: Auto Dealers & Mnftrs2015 23 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  25. 25. How Clients Use MAV Reports• What our clients have told us: – Identify ALL the competition in the market – not just the ones in your specific media – Zero in on the revenue drivers in your particular market • Track where there’s major spending in a category right now • Track where local ad dollars are shifting • Plan and budget for these changes – Prepare effective media plans for different Ad prospects • Determine platform strategies based on future growth and metrics for different ad categories • Determine the potential budgets of prospects to prepare a “winnable” sales strategy – Create professional, effective sales collateral – Train sales teams as multi-platform Ad consultants 24 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  26. 26. Brief Recap of Methodology• BIA/Kelsey has been tracking media for over 27 years• We have a “bottom up” and “top down” approach – Significant feedback from major players in all of these local media industries – Local demographic and economic data to allocate across markets• Utilize national and local information revenue and economic/demographic to estimate across general and detailed categories• Clients have told us that our estimates are the most reliable in the business. We take great pride in maintaining this position. 25 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  27. 27. Special Purchase Offer• Current List price: – $2,495/market• Webinar promo: – $1,995/market. – Want multiple markets? Bundle offer available. – Must be purchased by Nov. 30, 2011 – Visit: www.biakelsey.com/MAV for report details. – To purchase, email: sales@biakelsey.com or call: (703) 818-2425 26 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  28. 28. Frequently Asked Questions 27 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  29. 29. How are the various media estimates generatedespecially in the smallest markets?Answer: • Both bottom up and top down approaches - depending upon the specific media • Local economic and demographic data are taken into account when allocating the national estimates for specific markets • Projections on the growth of population, retail sales, and aggregate disposable income • Other local factors (e.g., relative health of local economy, other events affecting local economy, etc.) 28 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  30. 30. What does the Total Local Television MarketRevenue Estimate include?Answer: • All over-the-air advertising revenues generated from both national and local advertisers including political advertising revenues • All online revenues generated by local television stations • Does not include: • Any network advertising • Retransmission consent revenues • Trade and barter • Production revenues 29 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  31. 31. Can we get more details on the online advertisingcomponents (e.g., how much is search, display)?Answer: • Media Ad View is a product that we are constantly updating and refining. • Currently, we are in the process of developing those estimates based upon local information obtainable on search activity within each and every market. • Considerable amount of data is being collected to generate those market specific estimates. • If you purchase a report now, this update will be provided to you as soon as it is available. 30 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  32. 32. Special Purchase Offer• Current List price: – $2,495/market• Webinar promo: – $1,995/market. – Want multiple markets? Bundle offer available. – Must be purchased by Nov. 30, 2011 – Visit: www.biakelsey.com/MAV for report details. – To purchase, email: sales@biakelsey.com or call: (703) 818-2425 31 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  33. 33. Questions and comments:Mark Fratrik | mfratrik@biakelsey.com | 703.818.2425Steve Passwaiter | spasswaiter@biakelsey.com | 703.818.2425Omar Wardak | owardak@biaklesy.com | 703.818.2425 Copyright © 2011 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under federal law.BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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