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Viewing report
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Attitudes to TV Advertising in Digital and Broadcast Media in the United States
Mintel, Dec 2005, Pages: 83
Introduction and Abbreviations
Introduction
Subject of this report
Data for this report
Other relevant reports
Abbreviations & terms
Abbreviations
Terms
Executive Summary
Advertisers focus on two generations: Boomers and Echo Boomers
Market growth continues
Television is still king
Change in media buying habits is slow
Shift from push to pull
Advertising more effective on consumers with passive lifestyles
Women and minority groups more tolerant of advertising
Cinema advertising emerges as a way to reach younger consumers
DVR penetration poised for growth
Internet the best way to reach resistant consumers
Market Factors
Demographics
Figure 1: U.S. population by generation, 2000, 2005 and 2010
Baby Boomers
Generation X
Echo Boom (Gen Y)
Advertising spend
Figure 2: Total U.S. advertising spend, 1999-2005
Figure 3: Graph: Total U.S. advertising spend, 1999-2005
Figure 4: Graph: Growth in U.S. real GDP and total domestic ad spending, 1997-2005
Figure 5: Growth in total domestic ad spend and P&G domestic ad spend, 1999-2005
Ad spend segmentation
Figure 6: Total U.S. ad spend by media type, 2002 & 2004
Figure 7: Indexed ad spend in current prices by media type, 1999-2004
Television
Figure 8: Decline of average network ratings, 1990 and 2003
Internet
Other high growth forms of advertisement
Market trend: a shift from push to pull
Comparison of Media Types
Which media types attract the most attention
Figure 9: Attention paid to advertising in various media types, by gender, October 2005
Figure 10: Attention paid to advertising in various media types, by age, October 2005
Figure 11: Attention paid to advertising in various media types, by age, October 2005
Figure 12: Attention paid to advertising in various media types, by income, October 2005
Figure 13: Attention paid to advertising in various media types, by race/ethnicity, October 2005
Likelihood of paying attention to an ad, by media type
Figure 14: Consistency of attention paid to advertisements in various media types, by gender, October 2005
Figure 15: Consistency of attention paid to advertisements in various media types, by age, October 2005
Figure 16: Consistency of attention paid to advertisements in various media types, by race/ethnicity, October 2005
Figure 17: Consistency of attention paid to advertisements in various media types, by presence of children in the household, October 2005
Summary
Comparison of television platforms
Relative viewerships of different television platforms
Figure 18: Viewing of different television platforms, by gender, October 2005
Figure 19: Viewing of different television platforms, by age, October 2005
Figure 20: Viewing of different television platforms, by household income, October 2005
Figure 21: Viewing of different television platforms, by race/ethnicity, October 2005
Figure 22: Viewing of different television platforms, by number of children in the household, October 2005
Attitudes toward advertising on different television platforms
Figure 23: Attitudes toward advertising on different television platforms, by gender, October 2005
Figure 24: Attitudes toward advertising on different television platforms, by age, October 2005
Figure 25: Attitudes toward advertising on different television platforms by race/ethnicity, October 2005
Summary
Attitudes toward Television Advertising
Demographic trends in general attitudes toward television advertising
Figure 26: Attitudes toward advertising, by gender, May 2004-May 2005
Figure 27: Attitudes toward advertising, by age, May 2004-May 2005
Figure 28: Graph: Key attitudes toward advertising, by age, May 2004-May 2005
Figure 29: Attitudes toward advertising, by household income, May 2004-May 2005
Figure 30: Graph: Key attitudes toward advertising, by household income, May 2004-May 2005
Figure 31: Attitudes toward advertising, by race/ethnicity, May 2004-May 2005
Figure 32: Attitudes toward advertising, by presence of children in household, May 2004-May 2005
Figure 33: Attitudes toward advertising, by selected cohorts, May 2004-May 2005
Additional attitudes toward TV advertising
Figure 34: Additional attitudes toward TV advertising, by age, October 2005
Reasons television advertisements are annoying
Figure 35: Reasons why television advertising is annoying, by gender, October 2005
Figure 36: Reasons why television advertising is annoying, by age, October 2005
Figure 37: Graph: Key reasons why television advertising is annoying, by age, October 2005
Figure 38: Reasons why television advertising is annoying, by household income, October 2005
Figure 39: Reasons why television advertising is annoying, by race/ethnicity, October 2005
Figure 40: Reasons why television advertising is annoying, by children in the household, October 2005
Summary
Attitudes of teens toward TV advertising
Figure 41: Teen attitudes toward television, by age and gender, October 2005
Figure 42: Teen attitudes toward television, by race/ethnicity, October 2005
Teen attitudes toward the movies
Figure 43: Teen attitudes toward movies, ads in movie theaters, by age and gender, October 2005
Figure 44: Teen attitudes toward movies, ads in movie theaters, by race/ethnicity, October 2005
Teen attitudes toward newspapers
Figure 45: Teen attitudes toward newspapers, ads in newspapers, by age and gender, October 2005
Figure 46: Teen attitudes toward newspapers, ads in newspapers, by race/ethnicity, October 2005
Summary
Digital Video Recording
DVR penetration
Figure 47: DVR penetration by gender, October 2005
Figure 48: DVR penetration by age, October 2005
Figure 49: DVR penetration by household income, October 2005
Figure 50: DVR penetration, by number of children in household, October 2005
Effect of DVR use on commercial viewing
Figure 51: Skipping of commercials with DVR, by race/ethnicity, October 2005
Figure 52: Recognition of commercials skipped with DVR, October 2005
Characteristics of DVR users
Figure 53: Attitudes toward media and the Internet correlated to DVR usage, May 2004-May 2005
Summary
Appendix: Trade Associations
Appendix: Simmons cohorts
Figure 54: Married couples cohorts
Figure 55: Single women cohorts
Figure 56: Single men cohorts
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