866-997-4948(US-Canada Toll Free)

TELEVISION ADVERTISING - US - JANUARY 2018

Published By :

Mintel

Published Date : Jan 2018

Category :

Media

No. of Pages : N/A

Many online adults viewed a commercial via linear television in the last week, and these ads continue to have a powerful influence; the majority of viewers for every category surveyed have had some positive responses to commercials, including the desire to learn about new products and gain new insight into ones with which theyre already familiar. Further, while viewers are being lost to streaming services, some online respondents viewed a commercial via a time-shifted platform in the past week alone via digital video recorder (DVR), Television Everywhere (TVE), or pay television (TV) service video on-demand (VOD) libraries. The share of adults viewing linear programming is likely to continue to decline, but some portion of that audience will be maintained via these viewing methods.
Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
The issues
Half of audience tuning out
Figure 1: Ad avoidance, October 2017
Purchases in response to commercials are rare
Figure 2: Categories purchased in response to a commercial, October 2017
Positive responses less common for infrequently-purchased categories
Figure 3: Positive response* to commercials by product category, October 2017
The opportunities
Sponsoring content
Figure 4: Positive sentiment toward brands sponsoring television shows, October 2017
Focusing on sales and reviews
Figure 5: Attitudes toward sales, reviews, and the use of real customers, October 2017
Hispanic audience responds favorably
Figure 6: Positive response* to commercials, by category, Hispanic vs. non-Hispanic, October 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
Growth in digital competes with linear sales
Pay TV subscriptions in decline
MARKET PERSPECTIVE
Expansion in digital creates cap on television
Figure 7: US sales of banner and video ads, at current prices, 2015-17
MARKET FACTORS
Declines in pay TV subscription limited but ongoing
Figure 8: Video subscriptions to leading pay TV service providers, Q2 2016-Q2 2017
Cord-cutting on the table
Figure 9: Intent to change or cancel pay TV service, by parental status, August 2017
Transition to 4K
Figure 10: Sales of 4K TV sets, 2014-17
KEY VIEWING PLATFORMS WHAT YOU NEED TO KNOW
Commercials most commonly seen on linear programming
On-demand a means of escaping from commercials
18-34s more exposed online
WHATS WORKING?
Linear television still dominant
Figure 11: Viewership of linear television, October 2017
Men more likely to see commercials linearly
Figure 12: Viewership of ads on linear television, by gender, October 2017
Viewership more common among older age groups
Figure 13: Viewership of ads on linear television, by age, October 2017
Single men and dads available
Figure 14: Viewership of ads on linear television, by gender and age, October 2017
Access to middle and high-income groups intact
Figure 15: Viewership of ads on linear television, by household income, October 2017
Boost seen in ad viewership in time-shifted content among Hispanic Millennials
Figure 16: Viewership of ads in on-demand content, Hispanics by generation, October 2017
WHATS STRUGGLING?
TVE, VOD provide limited assistance to commercial viewership
Qualitative responses related to DVR usage
In their own words:
Figure 17: Viewership of ads in on-demand content, October 2017
Women lost to advertisers in time-shifted programming
Figure 18: Viewership of ads in on-demand content, by gender and age, October 2017
Low-income groups least likely to see commercials on-demand
Figure 19: Viewership of ads in on-demand content, by household income, October 2017
WHATS NEXT?
Six-second ads
Branded content
THE CONSUMER WHAT YOU NEED TO KNOW
Audience split on commercial viewership
Sponsorship attracts
Half of commercial viewers find info on sales useful
Food and leisure fare best
Hispanics, younger audiences more likely to respond
AD AVOIDANCE
Majority continue to view ads
Figure 20: Ad avoidance, October 2017
Younger audiences more likely to avoid ads
Figure 21: Ad avoidance, by age, October 2017
Black viewers stay tuned
Figure 22: Ad avoidance, by race and Hispanic origin, October 2017
Panelists consistent in ad avoidance
In their own words:
Sponsorship: the softer sell
Figure 23: Positive sentiment toward brands sponsoring content, by gender and age, October 2017
Minority groups value sponsors
Assessing the appropriateness of sponsorship within multicultural markets
Figure 24: Positive sentiment toward brands sponsoring content, by race and Hispanic origin, October 2017
Higher-income groups less keen on sponsorship
Figure 25: Positive sentiment toward brands sponsoring content, by household income, October 2017
COMMERCIAL VIEWERSHIP ONLINE
More than half of adults saw commercials online
Figure 26: Viewership of commercials in online content, October 2017
Shifting allocations to access younger viewers online
Figure 27: Viewership of commercials in online content, by age, October 2017
Shift seen toward lower-income brackets
Figure 28: Viewership of commercials in online content, by age, October 2017
SELLING THE COMMERCIAL
Importance of creative may be overrated
but humor is memorable
In their own words:
The information matters most
Sales and reviews well-received
Figure 29: Interest in sales, reviews, and real customers, October 2017
Most consumers interested in ads focused on sales
Figure 30: Interest in hearing about sales and discounts via television commercials, by household income, October 2017
Older Hispanics seeking news on sales/discounts
Figure 31: Interest in hearing about sales and discounts via television commercials, by Hispanic origin and generation, October 2017
Younger men influenced by reviews, real customers
Figure 32: Interest in product reviews and use of real customers, by gender and age, October 2017
Dads more likely to buy customer testimonials
Figure 33: Interest in product reviews and use of real customers, by household income, October 2017
RESPONSE TO COMMERCIALS BY CATEGORY
Viewers respond to commercials for movies, food, and restaurants
Figure 34: Positive response* to commercials, by category, October 2017
Commercials inspire purchases in common, everyday categories
Figure 35: Purchases in response to commercials, by category, October 2017
Awareness increased for programming, travel, electronics, food
Figure 36: Incidence of learning about new products or learning more about familiar products, by category, October 2017
Boosts in interest most common achievement
Figure 37: Incidence of becoming more interested in a product, by category, October 2017
Viral buzz uncommon outside food and entertainment
Figure 38: Generating discussion via commercials, by category, October 2017
Tech and travel researched further online
Figure 39: Pursuit of information online subsequent to viewing commercial, October 2017
Food, restaurants followed up in-person
Figure 40: Incidence of checking product out in-person subsequent to viewing commercial, October 2017
RESPONSE TO CATEGORIES BY DEMOGRAPHICS
Convention holds in categories of interest to men and women
Figure 41: Positive response* to commercials, by category, by gender, October 2017
Under-45s more likely to respond
Figure 42: Positive response* to commercials by category, by age,, October 2017
Older viewers retain interest in autos, movies, television
Figure 43: Positive response* to commercials, by category, by age II, October 2017
Figure 44: Positive response* to commercials, by category, by age II, October 2017
Black viewers respond to electronics, fashion, personal care
Figure 45: Positive response* to commercials, by category, by race, October 2017
Hispanics top audience for nearly every category
Figure 46: Positive response* to commercials, by category, Hispanics vs non-Hispanics, October 2017
Young men, parents most likely to make a purchase
Figure 47: Purchases in response to commercials, CHAID* analysis, October 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
CHAID analysis methodology
Abbreviations and terms
Abbreviations
Terms

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *