- Posts tagged Radio Advertising
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Leading Spot Radio Ad Growth Categories, Q1 2012 [TABLE]
Radio posted its third consecutive Q1 increase in 2012 with a 1% rise to $3.814B. Surges in Digital (+10%) and Network (+8%) and a significant increase in Off-Air (+3%) combined with a stable Spot sector, led to the positive results, according to [pdf] a report by the Radio Advertising Bureau (RAB). Q1 2012 results confirm that radio commands a solid position in brands’ total marketing plans, stated Erica Farber, RAB President and CEO. “While advertisers continue to capitalize on Radio’s Spot and Network efficiencies, they’re increasingly utilizing local digital capabilities and audience engagement that this medium affords.” Read the rest at Marketing ChartsRead the rest at Marketing Charts.
Restaurant Marketing Channels [CHART]
The vast majority (94%) of restaurant operators who have placed ads on TV say that the ads are either very of somewhat effective in increasing overall revenue for their restaurant, finds the National Restaurant Association (NRA) in a May 2012 survey sponsored by LivingSocial. Among operators who had used each of the various marketing communication forms identified, TV ads were rated effective by the largest proportion of respondents, beating out emails to consumers (90%), ads in local papers (88%), brochures/menus left on consumers’ doorsteps (87%), and participation in a coupon booklet (84%). Social media posts also scored highly, with 84% of respondents rating them effective in driving increased revenue, ahead of other digital communication forms such as emails via daily deals providers (78%), internet ads (76%), and SEO (70%). Read the rest at Marketing Charts.
Ad Agency Use Of Traditional Media [CHART]
Digital may be getting most of the buzz these days, but many leading ad agencies aren’t forgetting about the value of traditional media, details STRATA in May 2012 survey results. TV remains the top advertising choice for 54% of the respondents (the highest proportion since Q1 2009), more than double the proportion citing digital to be their top medium (24%). And although an impressive 79% of respondents are more focused on digital compared to a year ago, some are also getting more excited about traditional media: 30% are more focused on out-of-home (OOH), with spot TV (26%), radio (25%), and even print (11%) seeing an increased level of attention from a significant proportion of agencies. Overall, although 21% of agencies feel that they will spend more on digital than traditional some time in the next 1-3 years, 46% say their digital spend will never overtake their traditional media spend. This is a significant jump from 38% of respondents in Q4 2011 who felt that way, and comes after March 2012 survey results from DataXu revealed that almost three-quarters of enterprise decision makers report a shift in budgets from traditional advertising to digital in the past year. Read the rest at Marketing Charts.
2011 US Ad Spending vs. Consumer Time Spent, By Media [CHART]
Mobile devices are replacing the time we spend on our desktops and with every other media from print to TV. And yet there is a huge chasm when it comes to ad spending. Unfortunately for those of us in the digital space, search is how many companies have learned to justify digital spending. Analytics wonks and CFOs have fallen in love with search's clean funnel. But Apple and Siri are about to change all that. Read the rest at iMedia Connection.
Hispanic Advertising Spending By Media [CHART]
US advertiser spending in almost all traditional mediums targeted at Hispanic audiences (Spanish advertising mediums) grew between 2010 and 2011, reflecting the potential of this young and growing market, which is forecast to reach $1.5 trillion in buying power by 2015, according to [download page] an April 2012 report from Nielsen. Total advertising spend on Spanish advertising mediums was more than $5.7 billion in 2011. Spanish language network TV made up the greatest share of spend, at 57%, and grew 13% year-over-year. Spanish spot TV was the next-largest medium, at 20% of total spending, though advertising on this medium increased just 1% year-over-year. National magazine spending, though accounting for just 2.4% of total spend, grew the most rapidly, at 26%, while Spanish cable TV, which accounted for almost 8% of spend, increased by 21%. Local newspaper spending, the smallest medium, was the only one to see a decline in spend, of 4%. Read the rest at Marketing Charts.
Trust In Sources [CHART]
Global online consumers place the most amount of trust in earned media, and the least in ads served on mobile phones, finds Nielsen [download page] in an April 2012 report. An impressive 92% of consumers surveyed around the world said they trust earned media, such as word-of-mouth or recommendations from friends and family, an 18% increase from 2007. Consumer opinions posted online (70%) was next-most trusted, outpacing other formas such as editorial content within newspaper articles, and branded websites (both at 58%). Text ads on mobile phones are trusted by just 29% of consumers.
This finding contrasts with April 2012 survey results from Ipsos, which found that while consumers worldwide may turn to their friends for advice on purchases, only 38% will trust a product or a service more because friends recommended it. Read the rest at Marketing Charts.
Ads That Influence Purchases [CHART]
TV ads influence a larger proportion of online consumers to purchase a product or service than a variety of other advertising media, finds ExactTarget [pdf] in an April 2012 report. 53% of respondents said a TV ad had influenced them to purchase a product or service in the past 12 months, putting TV ads far ahead of newspaper ads (32%) and magazine ads (30%). In fact, three times more respondents said they had been influenced by a TV ad than by a banner or other ad on a website (53% vs. 18%). Radio ads (16%) also influenced twice as many respondents as video ads on YouTube or billboard ads (both at 8%). Read the rest at Marketing Charts.
Online Political Ad Spending To Soar...But Still Tinsey-Weensy Compared To TV [CHART]
Online political ad spending for this year’s elections is forecast at about $160 million, representing a huge increase from an estimated $22.2 million spent online for the 2008 elections, according to a Borrell Associates report released in March 2012. Even so, online is forecast to account for only 1.5% share of total political spending this year, with broadcast TV accounting for easily the largest share of total spending, at more than 57 cents of every dollar spent.
Overall, spending on political ads is forecast to rise over 40% from an estimated $7 billion in 2008 to $9.8 billion this year. According to data from the Sunlight Foundation, as reported by Slate Magazine, spending may contribute to a more divisive political climate. According to the report, as of March 5, 2012, 54% of all Super PAC spending has been on opposition, mostly for attack ads against other candidates. Read the rest at Marketing Charts.
Brazilians Are Buying Ads [TABLE]
Data from IBOPE, a media and marketing research firm in Brazil, highlights a surge in advertising spending in its red-hot home market.
Total advertising spending in Brazil rose 15.8% to BRL88.32 billion ($52.89 billion) in 2011. Broken down by media, TV maintained a solid lead, increasing 15.3% to BRL46.38 billion ($27.77 billion), while internet advertising recorded the highest level of growth, 70.6%, to reach BRL5.39 billion ($3.23 billion) in spending. IBOPE acknowledged that its online advertising figure for 2011 includes search spending for the first time, which accounted for a large portion of the increase. Read the rest at eMarketer.
Online Advertising Influential On Consumer Electronics Purchases [CHART]
26.1% of US electronics consumers say that internet advertising influences their consumer electronics purchases, placing the online medium behind only broadcast TV networks (27.7%) as the leading influencer among mass media, according to an Internet Advertising Bureau (IAB) and BIGinsight survey released in February 2012. Email advertising (25.3%) and direct mail (22.4%) follow as significant purchase influencers, ahead of magazines (19.7%), cable (18.9%), newspaper (18.9%), radio (17.5%), and social media (14.2%).
Somewhat predictably, internet advertising (35.7%) and email advertising (35.9%) are the leading mass media influencers among those who prefer to buy consumer electronics on the internet. Read the rest at Marketing Charts.
