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The newspaper sector posted the worst figures of all media, experiencing a 3.7% decline in spending in Q3 2011 compared to Q3 2010, and 3.8% decrease for the year-to-date. Local newspapers, despite robust budgets from local auto dealers and an uptick in financial advertising, saw a 4.4% spending decline in Q3, and were down 3.9% year-to-date. (January 2012) 1According to December figures from eMarketer, although newspapers accounted for 15% of all US ad spending in 2011, they held just a 4% share of adults’ daily media time. Magazines also held a much larger share of ad spending than daily media time, at 9.7% and 2.8%, respectively. (January 2012) 2eMarketer estimated that mobile accounted for 10.1% share of adults’ media time each day, but less than 1% of ad dollars. TV (42.5% vs. 42.2%), internet (25.9% vs. 21.9%), and radio (14.6% vs. 10.9%) all also displayed a higher share of adults’ daily time than share of US ad spending. (January 2012) 3In 2011, the pace of spending in radio media was more muted, but remained steady, up a modest 1.1% in Q3 and 1.2% for the year-to-date, driven by over 2% growth in local radio and network radio advertising. (January 2012) 4According to a recent survey, Americans have declared their preference for paper-based media in a digital world with 70% stating they prefer to read print and paper communications than reading off a screen. (January 2012) 575% of consumers are saying that they are examining their mail more closely in the recent months to search for coupons and discounts. (January 2012) 640% of consumers say that they have tried a new business after receiving direct mail, and 70% have renewed relationships with businesses that they had previously ceased using. (January 2012) 749 percent of email marketers find that a mid-day (10:00 a.m. to 2:00 p.m.) email blast produces the highest ROI. (January 2012) 822% [of consumers] prefer receiving updates from traditional offline ads such as TV commercials and billboards, and 8% from mailed flyers. (December 2011) 9Consumers indicate that mailed flyers are their least preferred update method (15%), ......audio/podcasts (25%) and traditional offline ads (23%) among the least-favored methods. (December 2011) 10 |
After the internet, the main contributor to global ad growth is television, which ZenithOptimedia forecast[s] to supply 41.1% of new ad dollars between 2011 and 2014. (December 2011) 11Eighty-six percent (86%) of adults say that TV advertising has the most impact on their buying decisions. (December 2011) 12Fifty percent of U.S. consumers prefer direct mail to email, according to a study released by marketing services firm Epsilon. (December 2011) 1318 percent of young people between the ages of 22 and 24 say they will respond to direct mail. (November 2011) 14Information Resources has reported an average 8% lift in brand retail sales over the course of a year as a result of TV advertising. (October 2011) 15Marketers will spend $163 billion on direct marketing in 2011, a 5.6% increase compared with last year, according to a report released by the Direct Marketing Association (DMA). (October 2011) 16Telemarketing is expected to remain the top spending channel, growing by 0.8% next year to $36.9 billion. (October 2011) 17Internet marketing is expected to drive $576 billion in sales this year compared to direct mail’s $630.5 billion. (October 2011) 18US consumers redeemed 1.75 billion CPG coupons in the first half of 2011, according to July 2011 data from NCH Marketing. This represents a 2.9% increase from 1.7 billion CPG coupons redeemed in the first half of 2010. (July 2011) 19According to a report from RIS News and business consultant Cognizant, "2011 Shopper Experience Study, Taking the Store to the Shopper," the Internet is "the source most shoppers access for product information, but this is not true for all retail verticals." Newspaper ads remain the top choice for grocery shoppers (chosen by 40%) and relatively strong with those shopping for home goods (16%), as well as apparel shoppers (11%). (June 2011) 20 |
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