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1 TABLE OF CONTENTS 1. TV Overview... 3 Trends Growth of TV Penetration: Channels Available per Home: Growth of National TV Ad Spending: Number of Advertised Brands Using National TV: Trend in Adult Viewer CPMs for Primetime Upfront Buys: 1994/ / Relative Indices of National TV CPMs by Daypart & Network Type TV Audiences Weekly Set Usage/Personal Viewing Trends: 1950s-2010s H.H. Usage Trends by Daypart: 1950s-2010s Average Time Spent with TV per Day by Type of Activity: Monthly Users of TV/Video Platforms Average Weekly Time Spent with TV by Platform & by Age Four-daypart Average Daily Viewing Time by H.H. Income & Education Demographic Profile of the Adult Population by Viewing Quintiles TV Set Usage by Quarter: 1950s-2010s Monthly Set Usage by Daypart TV Program Type Appeals Adult Audience Profile of Primetime TV Program Genres by Demos Average Telecast Adult Viewer Demos for Selected Primetime Shows Average Telecast Adult Viewer Demos for Selected Cable Primetime Shows Adult Audience Profile of Daytime & Early Fringe/Prime Access TV Program Genres by Demos Average Telecast Adult Viewer Demos for Selected Daytime Shows Adult Audience Profile of Broadcast Network & Local News Shows by Demos Profile of Weekly Adult Reach of Selected Basic Cable Channels Median Age of On-air Network, Syndication & Cable Showtype Viewers TV s Reach Capabilities Estimated 4-week Reach Attained by Various Forms of TV at Differing GRP Levels Engagement & Ad Exposure Adult Viewers Claiming to be Fully Attentive by Network Type & Program Genre Q&A v

2 2. THE INTERNET Overview U.S. Adults Who Use the Internet: Online Ad Revenue: Distribution of Online Ad Revenue by Ad Format Online Ad Revenue by Advertising Category Online Video Ads by Product Category The Audience U.S. Adults Using the Internet by Demos Smartphone Penetration among Adults by Age within H.H. Income Breaks Demographic Profile of U.S. Tablet Owners Monthly Reach of Internet & Mobile Phones & Time Spent Time Spent Using Internet & Mobile Phones by Age & Race/Ethnicity Internet Usage Time: PCs vs. Mobile Devices When Internet Usage Occurs/What Form It Takes U.S. Adult Population Hourly Internet Usage on an Average Day Average Daily Time Spent by Internet & Mobile Phone Users by Type of Activity How Smartphone & ipad Users Spend Their Time with These Devices Adults Using Online Ads for Shopping Planning or Purchase Decisions in the Past Seven Days by Type of Ad & Demos CPMs Ad Impact Variables Average In-view Rates for 18 Online Ad Campaigns Viewability Rate for Rich Media Ads Worldwide by Format Average Rich Media Click-through Rates by Display Ad Format Overall Performance Benchmarks by Type of Ad Rich Media Ad Performance by Type of Website Visited Rich Media Ad Performance by Advertiser Product/Service Category Degree to Which Demographically Targeted Online Media Buys Deliver Their Target Average Ad Performance: Online Video vs. Regular TV Exposure Relative Indices of Online Video Ad CTRs by Sex, Age & Advertiser Sector Relative Indices of Online Video Ad CTRs by Time of Day Performance of Hypothetical Online Ad Campaign at Varying GRP Levels Q&A MAGAZINES Overview The Audience America s Consumption of Magazines by Editorial Genre: Demographic Profile of Adult Readers of Selected Magazine Types Profile of Average Issue Primary Adult Readers by Magazine Average Issue Total Audience Readership by Publication vi

3 Median Age & H.H. Incomes of Average Issue Adult Readers by Magazine Genre: How New Magazine Audiences Change Over Time Alternative Readership Platforms Total Unique Visitors by Publisher Websites Demographic Profile of Adults Who Read Magazines on Digital Platforms CPMs Page Four-color CPM Estimates for Adults/Men/Women by Selected Magazine Genres Magazine Ad Impact Effectiveness of U.S. Print Ads at Varying Exposure Frequencies Ad Efficiency Decay Rates by Number of Ad Executions Used Average Noting, Associated & Actions Taken Scores for Magazine Ads by Size Average Noting, Associated & Actions Taken Scores for Magazine Ads by Position in Issue Average P4C Ad Noting Scores by Position in Issue by Magazine Genre Average Ad Recall Norms by Publication Size How Four Ads Performed Among Women Exposed to Them in Two Magazine Environments Average Starch P4C Scores for Magazines by Reader Loyalty Levels Q&A NEWSPAPERS Overview Trends in U.S. Newspapers & Gross Circulation: Trends in Newspaper Ad Revenue: Sources of Newspaper Income Newspaper Income: Ad Dollars vs. Circulation: Newspaper Audiences Average Edition Newspaper Reach by Demos Where Adults Got News Yesterday Weekly Reach Buildup for Local Newspapers by Demos Relative Indices of Adult Daily Newspaper Readership by Quintiles Weekly Paper Sections Generally Read by Sex & H.H. Income Ad Impact Comparison of Select Media Audiences Who Usually Notice Advertising Estimated Ad Noting Levels for Newspaper Ads Media Used in Past 7 Days for Shopping Planning & Purchase Decisions Medium Used Most When Consumers Want to Check Ads Top Ad Medium by Consumer Interests The Digital Frontier U.S. Newspaper Website Audiences: Average Weekday Print & Digital Circulation of 25 Largest U.S. Daily Newspapers vii

4 Average Weekday Print & Digital Circulation of 25 Largest U.S. Sunday Newspapers Adults Who Used Ads on Local Newspaper Websites for Shopping Planning & Purchase Decisions Demographic Profile of Newspaper Platform Users Profile of Adults Who Visited Newspaper Websites in Past 7 Days Q&A RADIO Overview Trends in Radio Stations, Listening Time & Ad Revenue: Commercial Radio Stations by Format: Top 40 National Advertising Categories Using Radio Radio Audiences Radio s Weekly Reach & Average Listening Time by Sex/Age Station Format Average Quarter-hour Share of Audience & Weekly Reach Estimated Daily Hours of Radio Listening Time by Demos & by Type of Access Estimated Average Quarter-hour Radio Listenership by Hour & Day of Week Adults Listening to Radio per Half-hour by Daypart Adults by Age Listening to Radio per Half-hour by Daypart Adults by H.H. Income Listening to Radio per Half-hour by Daypart Adults by Race/Ethnicity Listening to Radio per Half-hour by Daypart Relative Indices of Heavy, Moderate & Light Adult Radio Listeners by Demos How Station Formats Vary in Appeal by Daypart Profile of Average Quarter-hour Format Listeners by Sex & Age Profile of Average Quarter-hour Format Listeners by H.H. Income & Race/Ethnicity Sex/Age Indices of Weekly Adult Listenership by Station Format H.H. Income Indices of Weekly Adult Listenership by Station Format Race/Ethnicity Indices of Weekly Adult Listenership by Station Format Alternative Forms of Radio Persons Aged 12+ Who are Exposed to Online Radio & Podcasts: Past Week Adult Listener Profile for Internet & Satellite Radio Reach & Frequency How Radio Builds Reach for Persons 12+ by Daypart How Three Radio Formats Build Single Station Reach at Constant Rating Levels.217 How a Typical Radio Station Develops One- & Four-week Reach at Various GRP Levels Hypothetical Reach Build-up of Radio Stations Over a One- & Four-week Interval How a Multi-station Radio Buy on Average Rated Stations Builds Reach viii

5 Estimated Metro Area 1-4 Week Radio Reach Levels by GRP Levels for 3-, 5-, 7- & 10-station Buys Listener Engagement & Ad Exposure Average All Daypart Attentiveness Findings in Four Radio Studies: Summary of Four Studies on Listener Attentiveness by Station Format Adult Listeners Claiming Various Levels of Attentiveness by Station Format Lead-in Program Listeners Retained per Commercial Minute by Sex & Age Lead-in Program Listeners Retained per Commercial Minute by Length of Break Q&A OUT-OF-HOME Overview Out-Of-Home Ad Revenue: Top Out-Of-Home Ad Spending Categories Top Out-Of-Home Advertisers by 2012 Ad Spending The Out-Of-Home Audience Total Trips by Mode of Travel Travel Day Miles by Sex, Age & H.H. Income Estimated Reach & Frequency Levels for OOH Poster Schedules by GRP Levels Ad Exposure & Impact for Out-Of-Home Posters CPM Comparisons Estimated CPMs for Eight Media Types Based on Total Audience Delivery Digital Out-Of-Home Media Monthly Reach of DOOH Video Displays by Out-Of-Home Venue Composition of Monthly Adult DOOH Video Display Viewers by Demos Profile of Moviegoers by Sex, Age & Ethnicity Estimated CPMs for DOOH Media Buys by Venue Type Q&A ix