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Viewing report
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Attitudes Towards Media in the United States
Mintel, Feb 2007
Advertisers spent $267 billion in 2005 to get their message out to the American public and the business sector, but a pressing question remains: given the dramatically changing media and cultural landscapes, what is the best way for firms to communicate messages to key audiences?
This report examines consumers’ attitudes towards television, Internet, radio, print, and public advertising. Using exclusive consumer research, extensive analysis is devoted to how TiVo, DVRs, Internet video, and other technologies and trends have affected consumers’ receptivity to commercials.
This report also identifies which media channels are suffering as a consequence of these changes, and which media channels hold opportunities for advertisers seeking to reach various constituents.
Specific topics include:
- Groups most and least receptive to television commercials
- The emergence of new opportunities on the Internet
- Opportunities for reaching select groups via traditional media outlets
This report also features lengthy discussion on important trends in advertising in 2005 and 2006, along with related changes in the cultural fabric, such as the “iPod Effect” and the decline in leisure time.
This report analyzes how demographic changes are reshaping the American population, the affluence of various sectors of the population, and snapshots of what the country’s population will look like in 2012.
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