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| Television Advertising 2004-2009: The Slow Death
of the 30-Second Commercial |
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This report looks at how TV advertising is changing
in the face of increased competition from the Internet, video games and pre-packaged
content, as well as new technologies such as personal video recorders. The report
includes forecasts of new advertising methods such as video game advertising and
product placement, as well as TV, cable, Internet and radio advertising.
The report features two surveys: One is a survey of TV, cable and advertising
professionals, giving their perspective on new technologies and the impact on
TV advertising. The other is of media savvy consumers and how they are changing
their viewing habits, as well as consumption of advertising.
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- Executive Summary
- Methodology
- Introduction
- The Decline
of Broadcast TV Advertising
- Consumer Advertising
Survey
- Part One: How
Consumers Are Spending Their Electronic Entertainment Time and Dollars
- Part Two: Impact
of Technology on Consumer's Awareness and Behavior Around Advertising
- Survey of Television
and Advertising Industry Employees
- The Changing
Market for TV Advertising
- TV and Advertising
Industry Changes
- Advertisers
are Allocating Budgets Elsewhere
- Increasing
Pushback from Advertisers
- Tying
together media assets as a package effort
- Repackaging
of Content
- Targeted
Advertising
- Focus Area:
Advertising in Video Games
- Video
Game Ads Going Big Time
- Focus Area:
Internet Advertising
- Focus Area:
Product Placement
- Overall TV and
Electronic Entertainment Advertising Forecast
- Table 1. Time Spent
on Activity Now Vs. 12 Months Ago
- Table 2. How Much
Time Do You Spend on Following Activities?
- Table 3. Technology
Ownership of Respondents (Some Responses Highlighted in Red for Emphasis)
- Table 4. Reasons
Respondents Watch TV Commercials (Percentages Exceed 100% Because Multiple
Responses Accepted)
- Table 5. Business
Supported by TV Advertising Dollars? (n=300)
- Table 6. How Has
Your Ad Business Fared Over Last 12 Months?
- Table 7. Impact
of Video Game Advertising Over Next 3 Years
- Table 8. Impact
of Theatre Advertising Over Next 3 Years
- Table 9. Impact
of Internet Advertising Over Next 3 Years
- Table 10. Impact
of Mobile Phone Advertising Over Next 3 Years
- Table 11. Impact
of Product Placement Over Next 3 Years
- Table 12. Summary
of Major Impact Rankings
- Table 13. Impact
of Personal Video Recorders on TV
- Table 14. Using
Internet More, Less, or the Same This Year Vs. Last Year
- Table 15. Total
US Electronic Entertainment Advertising (US$ Billions)
- Figure 1. US Electronic
Advertising Forecast 2003-2009 (US$ Billions)
- Figure 2. Spending
More Vs. Less Time Now Compared to 12 Months Ago (n = 1673)
- Figure 3. PVR Owners:
Do You Use Your PVR to Skip TV Ads? (n=321)
- Figure 4. PVR Owners:
How Much Advertising Do You Skip? ( n=219)
- Figure 5. Skip
Commercials: PVR Owners and PVR Intenders (n=492)
- Figure 6. PVR-Intenders:
How Much Advertising Would You Skip? (n=273)
- Figure 7. Watch
20+ Hours Network TV/Week - PVR vs. Non-PVR Respondents
- Figure 8. Industry
of Survey Respondent (n=300)
- Figure 9. Business
Supported by TV Advertising? (n=300)
- Figure 10. Reason
for Decline in TV Advertising Business (Multiple answers accepted; n=31)
- Figure 11. Biggest
Threats to TV Advertising (Multiple Answers Accepted)
- Figure 12. Terayon
Ad Server Network
- Figure 13. Ownership
of Video Game Consoles as Compared to Other Devices
- Figure 14. Playing
More, Less or Same Amount of Electronic Games This Year Vs. Last Year?
- Figure 15. Video
Game Advertising Revenues 2003-2009 (US$ Billions)
- Figure 16. US Internet
Access by Type (Multiples Accepted)
- Figure 17. US Internet
Advertising 2002-2009 (US$ Billions)
- Figure 18. U.S.
Television Product Placement Revenues (US$ Billions)
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