Television and Newspaper Which is the most effective advertising medium for your business? Presented...
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Transcript of Television and Newspaper Which is the most effective advertising medium for your business? Presented...
Television and Newspaper
Which is the most effective advertising
medium for your business?
Presented by: KSL-TV Research
Newspaper Task Force
• Local Account Executives– 2 Account Executives assigned to work with Research Department
– One Quarter to complete project
– National/Local Trends
Newspaper Task Force• Focus:
–In-house computer software/research:
–Stowell, Scarborough, Qualitap
–External research: TVB, NAA, Starch, Belden
–Speaker (Former NP Account Executive)
Newspaper Task Force• Focus:
–Newspaper Websites–Rate Information–Newspaper Ads–Newspaper Terminology
Internet Sites• Research Sites
–www.tvb.orgwww.naa.org
–www.org/national/index.html–www.org/retail/index.html–[email protected]–tvadvertising.com–Local Newspaper Web Sites
Newspaper Facts• Pros
–History–Visual–Ad Variety–In Depth–Tracking
• Cons–Passive–Decreased Market
Penetration –Browsers, Not
Readers–Readers Don’t See
Ads–Coupon Usage is
Declining–Ad Clutter
Source: RAB Media Facts 12/10/97
Newspaper Trends
• The percentage of Americans reading weekday newspapers has dropped from 67% in 1977 to 51% in 1997
Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”
Newspaper Trends
• The decline has spanned every income and educational level
Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”
Newspaper Trends
• Weekday newspapers reach approximately 6 out of 10 American Adults
• Sunday editions reach 7 out of 10 American Adults
Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”
Read59%
Do Not Read41%
Newspaper Trends
U.S. Daily/Sunday/Weekend Newspaper Reading Audience
1996 Avg Adult Daily Readership
Source: NAA Facts About Newspapers, 1997; A18+ Total Population
Read69%
Do Not Read31%1996 Avg Adult
Sunday/Weekend Readership
U.S. Daily/Sun/Weekend Newspaper Reading Audience
Source: WR Simmons & Associates, 1970-19977; Simmons Market Research Bureau, Inc. 1980-1994; Scarborough Reports-Top 50 Markets, 1995-1996
Year Weekday Sun/Weekend1970 78% 72%1980 67% 67%1985 64% 65%1990 62% 67%1995 64% 73%1996 59% 69%
%chg. ‘70-’96 -24% -5.3%
Salt Lake Tribune/Deseret News Historical Trend
Source: Audit Bureau of Circulation’s 6 month report ending 9/30/98
Metro HH Gross Circ. Adv. Cost Year %chg %chg %chg
1993 0.0% 0.0% 0.0%
1994 1.6% 1.0% 0.0%
1995 4.1% 2.0% 8.0%
1996 6.3% 3.0% 8.0%
1997 8.7% 4.2% 13.2%
1998 11.3% 2.9% 17.7%
Salt Lake City Newspaper Reading Audience
Read61%
Do Not Read39%
39% of the Adults 18+ in the Salt Lake Market Do not Read
the Daily Newspaper!
Source: Stowell, 1997
The Salt Lake Market is Spending Less Time with the
Daily Paper
16.1
14.515.6
27.4
2423.9
6.98.1
9.410.2
10
7.15.3
5.84.1
0
5
10
15
20
25
30
<15' 16-30' 31-45' 46-60' 60'+
1989 1995 1997
Source: Stowell, 1989, 1995, 1997
15.6
21.9
44.4
18.1
7.3
16
34
42.7
0
5
10
15
20
25
30
35
40
45
<30' 30'+
A18-24
A25-34
A35-54
A55+
Percentage of Adults in the Salt Lake Market Who Read
the Daily Paper
Source: Scarborough, Feb’98-Jan’99
26
4641 46
5452
38
49
42.7 57
0
10
20
30
40
50
60
Men Women
Sports Entertainment Comics Business/Finance Classifieds
Persons 18+ NOT Noting Ads in Specific Sections of the
Newspaper (%)
Source: Starch Database, 6000+ Interviews September 1995-Adnorms
4240 42
38 36 36
62
7260 42.7 57 58
0
10
20
30
40
50
60
70
80
Men Women
Confectionary Soaps Pet Food/Pet Care
HH Products/Cleansers Soft Drinks Toiletries
Noting of Grocery Ads (%)
Source: Starch Database, 6000+ Interviews September 1995-Adnorms
6365
66
74
56
58
60
62
64
66
68
70
72
74
1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
Do Adults Pay Attention to Newspaper Ads?
Source: Starch Database, 6000+ Interviews September 1995-Adnorms
% of People Not Noting Ads
Salt Lake Market
Source: Stowell, 1997
Newspaper Reader Demographic Profile
Source: Scarborough, Feb’98-Jan’99
Market• 50.1% Male• 49.9% Female• A25-54: 60.6%• HHI: $50k-$74,999k
19.7%• 66.1% Married• 20.5% Coll. Degr.+• 73.7% Own Home
Market• 52.6% Male• 47.4% Female• Avg Age: 42.2• Avg HHI: $54,973
• 66.7% Married• 36.2% Coll. Degr.+• 78.1% Own Home
Salt Lake Market
Source: Stowell, 1997
• 52.3% Male• 47.7% Female• Avg Age: 42.1• Avg HHI: $53,367• 69.3% Married• 34.4% Coll. Deg.+• 76.3% Own Home
Read <15’ Read 16’-30’• 52.6% Male• 47.4% Female• Avg Age: 38.4• Avg HHI: $58,820• 64.7% Married• 42.3% Coll. Deg.+• 75.6% Own Home
Newspaper Reader Demographic Profile
Source: Stowell, 1997
• 59.2% Male• 40.8% Female• Avg Age: 49.6• Avg HHI: $56,917• 67.6% Married• 29.6% Coll. Deg.+• 83.1% Own Home
• 53.2% Male• 46.8% Female• Avg Age: 47.4• Avg HHI: $57,209• 73.4% Married• 41.4% Coll. Deg.+• 83.0% Own Home
Read 46-60’Read 31’-45’
Salt Lake MarketNewspaper Reader Demographic Profile
Do Adults Pay Attention to Newspaper Inserts?
No51.9%
Yes48.1%
Are your advertising dollars working most effectively for
your business?
Source: Stowell, 1997
4-5 Hrs5-6 Hrs
6-7 Hrs 6-7 Hrs
7+ Hrs
0
1
2
3
4
5
6
7
8 1950's
1960's
1970's
1980's
1990's
Television Viewership is on the Rise
Source: TVB Nielsen Media Research NTI Annual Averages
52%
11%
26%
11%
Television Magazines Newspapers Radio
Which Advertising Medium is Most Authoritative
Among Adults?
Source: TVB and the MEDIACENTER,1998
80%
4%8%
8%
Television Magazines Newspapers Radio
Which Advertising Medium is Most Influential Among Adults?
Source: TVB and the MEDIACENTER,1998
77%
7%5%
11%
Television Magazines Newspapers Radio
Which Advertising Medium is Most Exciting Among Adults?
Source: TVB and the MEDIACENTER,1998
40%
14%
34%
12%
Television Magazines Newspapers Radio
Which Advertising Medium is Most Believable Among Adults?
Source: TVB and the MEDIACENTER,1998
Adults Spend More Time With Television Each Day
Source: TVB and the MEDIACENTER,1998
TV NP Radio Mag.
A25-54 213’ 27’ 137’ 16’
$50-<$75k 192’ 25’ 103’ 20’
College Grad+ 166’ 36’ 115’ 22’
Prof/Tech/Mgr/ 159’ 3’ 139’ 16’ Prop
Time Spent Yesterday in Minutes with Major Media
Television Reaches More Adults Than Any Other Medium
Source: TVB and the MEDIACENTER,1998
TV NP Radio Mag.
A25-54 89 58 77 36
$50-<$75k 87 59 76 45
College Grad+ 85 67 79 41
Prof/Tech/Mgr/ 87 66 79 37 Prop
Reached Yesterday By Major Media (%)
Time Spent Yesterday with Major Media (Minutes)
Source: TVB and the MEDIACENTER,1998
22'36'
115' 166'
0
20
40
60
80
100
120
Magazines Newspapers Radio Television
College Graduate+
Reached Yesterday by Major Media (%)
Source: TVB and the MEDIACENTER,1998
41%
67%79%
85%
0
10
20
30
40
50
60
70
80
90
Magazines Newspapers Radio Television
College Graduate+