Young Users Hating on Brands.

Posted by truecreek on March 9, 2011 under Opinions. Everyone has them., Research | Be the First to Comment

Interesting article from AdWeek.  As the young users age, I wonder if they will keep their strong opinions about brand presence on social media.

By Mike Shields

Bad news for brands enamored with the possibility of connecting one on one with each and every consumer through the magic of social media: Young people don’t want to be friends with you.

According to a new report from Forrester Research, just 6 percent of 12- to 17-year-olds who use the Web desire to be friends with a brand on Facebook—despite the fact that half of this demographic uses the site.

Among Web-connected 18- to 24-year-olds that figure does double—meaning that 12 percent of that demo is OK with befriending brands—though the vast majority of young adults are not, per Forrester.

Even scarier for brands: Young people don’t want brands’ friendship, and they think brands should go away. “Many brands are looking to social media as a strong digital channel to communicate with these consumers, since it’s where 12- to 17-year-olds are spending so much time,” wrote Jacqueline Anderson, Forrester’s Consumer Insights Analyst, who authored the report. “But research shows that it is important to consider more than just consumers’ propensity to use a specific channel: Almost half of 12- to 17-year-olds don’t think brands should have a presence using social tools at all.”

To arrive at these conclusions, Forrester surveyed 4,681 Americans aged 12-17 on the Web in September of last year.

So what should brands do? According to Forrester’s report, they might be better off being more reactive than proactive, and they should listen. Just 16 percent of young consumers expect brands to use social media to interact with them, and 28 percent expect those brands to listen to what they say on social sites and get back to them.

Regardless of their willingness to interact with brands, nearly three quarters of 12-17 year olds—74 percent—use social networks to talk about products with friends and make recommendations.

Entire article here.

PWC Study: More TV Now Viewed On Computer Than TV.

Posted by truecreek on March 8, 2011 under More Dam News, Opinions. Everyone has them., Research | Be the First to Comment

Surprising to see this happen so quickly. I would have thought this shift would have taken another ten years or so.  It must be a youth thing because I prefer HD on a big screen for my TV and gaming.

By John Eggerton — Broadcasting & Cable

Consumers are spending about 20 hours per week accessing digital content-including video games and print content–on a cell phone, computer, or mobile device, with the majority of that TV shows, movies and other videos.

That is according to a just-released consumer research study from PwC (PricewaterhouseCoopers). The study found that across all age groups, respondents watched 12.4 hours of TV shows/videos and movies online, while only 8.9 hours of that content on network TV and basic and pay cable.

Not surprisingly, the 44 and under crowd do the majority of that digital viewing, but even the 45-59 age group was close to even, with 9 hours of traditional video watching vs. 8.3 hours of online video viewing.

Mobile devices trailed as the screen of preference, in line with PWC’s forecasts that mobile TV is a very small percentage (1%) of the total TV subscription marketplace. The study found that 80% of respondents would not pay a premium for early access to content on their mobile device.

When asked about the ways they obtain movie content, only 12.9% cited purchasing via VOD from their cable company, which put that ninth on the list behind streaming from Hulu for free (30.7%), renting from an actual brick and mortar store (23.3%), or borrowing one from a friend or relative (19.8%). The two top answers were renting an actual copy from a Netflix (42.6%) and renting an online copy (31.7%).

More about this article here.

Now This is a Real Eye Opener. Men Control the Shopping Cart?

Posted by truecreek on January 17, 2011 under Opinions. Everyone has them., Research | Be the First to Comment

For years, it’s been a given that women were primary decision-makers in most households, especially in the grocery store. They were always the keeper of the checkbook.  But tough times can often change things and this recession has been no different.  We’re spending less and watching our dollars more closely than ever before.  But there is something more to the story.

I would never have thought that more than half of the Men surveyed now think they control the grocery cart.  That is a HUGE shift from most current perceptions and might just mean a sea change in the way grocery stores market.  A new survey from Yahoo is striking in it’s results.


BATAVIA, Ohio (AdAge.com) — Mom is losing ground to Dad in the grocery aisle, with more than half of men now supposedly believing they control the shopping cart. The implications for many marketers may be as disruptive as many of the changes they’re facing in media.

Through decades of media fragmentation, marketers of packaged goods and many other brands could take solace in one thing — at least they could count on their core consumers being moms and reach them through often narrowly targeted cable TV, print and digital media.

But a study by Yahoo based on interviews last year of 2,400 U.S. men ages 18 to 64 finds more than half now identify themselves as the primary grocery shoppers in their households. Dads in particular are taking up the shopping cart, with about six in 10 identifying themselves as their household’s decision maker on packaged goods, health, pet and clothing purchases. Not surprisingly, given that such ads long have been crafted for women, only 22% to 24% of men felt advertising in packaged goods, pet supplies or clothing speaks to them, according to the Yahoo survey.

The Great Recession has thrown millions of men in construction, manufacturing and other traditionally male occupations out of work and by extension into more domestic duties. At the same time, gender roles were already changing anyway, with Gen X and millennial men in particular more likely to take an active role in parenting and household duties.

More about the story here.

NBCU: Old Is the New Young.

Posted by truecreek on November 3, 2010 under More Dam News, Research | Be the First to Comment

By John Consoli

NBC Universal wants advertisers to know that when it comes to consumer spending based on what they see in television ads, the 55-64 demo is the new 18-34—or it’s just as important as that younger demo.

NBCU on Tuesday (Nov. 2) gave the media a sneak peek at a major presentation it will make on Thursday to its advertisers, their media agencies and Nielsen officials. The presentation will offer data showing that the adult 55-64 demo is as vibrant as younger demos in ad spending, and should be targeted (and not ignored) when television marketing plans are created.

Allen Wurtzel, president of research and media development at NBCU, presented evidence from assorted sources—including one-on-one interviews with adults in the demo—that dispel myths about how adults 55-64 respond to advertising and spend as consumers.

Wurtzel said the demo, which he’s labeled “AlphaBoomers,” “has been largely ignored by advertisers and marketers.”

“Every seven seconds someone turns 55 and once they do, they are eliminated from the highest-end Nielsen demo measurement: 25-54,” Wurtzel said. “It is the fastest-growing demo group in the country and now numbers 35 million people that account for close to $2 trillion in annual spending.”

Wurtzel said NBC research and a survey it commissioned of people in the 55-64 demo counters common perceptions that they make less of an income and spend less on advertised products; are technophobic and brand loyal, and therefore, cannot be motivated to switch brands.

“Our goal is to raise a discussion among CMOs at the various companies and to get Nielsen to begin offering ratings data for the 55-64 demo,” Wurtzel said. “They have the data. It’s just a matter of creating the software and adding staff to distribute it.”

Other findings include:

* AphaBoomers spend more on home improvement products, home furnishing, large appliances, beauty and cosmetics and casual dining than adults 18-49.

* A similar percentage of AlphaBoomers have high-definition TVs, use DVRs and broadband as adults 18-34

* 70 percent of AlphaBoomers buy at least one product a month online

* 59 percent of AlphaBoomers send text messages via their cell phones

“This is not something that is just going to affect NBCU,” Wurtzel said. “Down the road as more people leave the 25-54 demo, it will affect every network.”

More here.

Men Will Pause for a Cause, Survey Suggests.

Posted by truecreek on under More Dam News, Research | Be the First to Comment

I am not surprised at all by the results of this research. Men really do care about a lot of things that matter to all.

By Stuart Elliott

For many years, the assumption on Madison Avenue has been that cause marketing — doing well (selling products) by doing good (helping causes that matter to consumers) — plays more strongly with women than men. That may not be the case, according to a new survey.

The 2010 edition of the PR Cause survey, co-sponsored by the trade publication PR Week and Barkley, an agency in Kansas City, Mo., found that men were nearly as supportive of cause marketing campaigns as women.

Eighty-eight percent of the men questioned for the survey said they believed it was important for companies to support causes. When the question was asked last year of women, 91 percent of respondents said they agreed.

“Men do have a heart,” said Mike Swenson, president at Barkley. The agency suggested to PR Week that part of the survey be devoted to men’s views of cause marketing, he added, and the publication agreed.+

The survey, as usual, also canvassed corporate marketing executives for their opinions about cause-related promotions and advertising. Two-thirds said their companies engaged in cause marketing, versus 58 percent in the survey last year.

However, 68 percent of the marketing executives who were questioned for the survey said they had no plans to aim cause marketing efforts at men.

“It’s certainly an open door for brands that cater to men,” Mr. Swenson said.

A cause marketing program centered on breast cancer, which Barkley created for Lee Jeans, part of the VF Corporation, also has a male target audience in addition to the obvious female audience. The idea is to generate men’s help to fight a disease that affects the women in their lives.

The results of the survey showed that the economy “hasn’t affected corporate support” of cause marketing, said Erica Iacono, executive editor of PR Week in New York, owned by the Haymarket Media Group. In fact, it may have increased that support because consumers are more interested in causes after going through tough times.

“Last year, we had two clients that, while making other budget cuts, each started a new cause program,” Mr. Swenson said.

TV Spots Shrink to Match Attention Spans.

Posted by truecreek on October 27, 2010 under More Dam News, Research | Be the First to Comment

By Emily Fredrix

And now, a word from our sponsors. A very brief word.

TV commercials are shrinking along with attention spans and advertising budgets. The 15-second ad is increasingly common, gradually supplanting the 30-second spot just as it knocked off the full-minute pitch decades ago.

For viewers, it means more commercials in a more rapid-fire format. For advertisers, shorter commercials are a way to save some money, and research shows they hold on to more eyeballs than the longer format.

“It used to be that the most valuable thing on the planet was time, and now the most valuable thing on the planet is attention,” says John Greening, associate professor at Northwestern University’s journalism school and a former executive vice president at ad agency DDB Chicago.

So instead of seeing a lengthier plot line, viewers are treated to the sight of, say, the popular “Old Spice man” riding backward on a horse through various scenes for just 15 seconds.

Or the “most interesting man in the world,” the suave, rugged, Spanish-accented character pitching Dos Equis beer, appearing just long enough to turn his head and weigh in on the topic of rollerblading. (Verdict? A deadpan “No.”)

The number of 15-second television commercials has jumped more than 70 percent in five years to nearly 5.5 million last year, according to Nielsen. They made up 34 percent of all national ads on the air last year, up from 29 percent in 2005.

Commercial-skipping digital video recorders and distractions such as laptops and phones have shortened viewers’ attention spans, says Deborah Mitchell, executive director of the Center for Brand and Product Management at the University of Wisconsin. Viewers are also watching TV streamed on sites like Hulu, where advertisers have less of a presence.

Read the entire article here.

It’s Dems vs. the GOP for Brand Domination.

Posted by truecreek on October 25, 2010 under More Dam News, Research | Be the First to Comment

Well, it was bound to happen.  Someone was going to look at the relationship between a brand and a political party. Perfect study for this time of year, don’t you think?

This is only the top 10 for each and the only thing I don’t see is Apple on the list for the Dems. To me, that would be a no brainer, but I’m sure it’s on the big list somewhere.

I love Craftsman tools, but big with the liberals?  Don’t know about that.

Fox New Channel the #1 brand with a bullet for the GOP. Who would have guessed?

Home Broadband 2010, a Pew Study.

Posted by truecreek on August 18, 2010 under Research | Be the First to Comment

By Aaron Smith.

After several consecutive years of modest but consistent growth, broadband adoption slowed dramatically in 2010. Two-thirds of American adults (66%) currently use a high-speed Internet connection at home, a figure that is not statistically different from what The Pew Research Center’s Internet & American Life Project found at a similar point in 2009, when 63% of Americans were broadband adopters.

The lack of growth in broadband adoption at the national level was mirrored across a range of demographic groups, with African-Americans being a major exception. Broadband adoption by African-Americans now stands at 56%, up from 46% at a similar point in 2009. That works out to a 22% year-over-year growth rate, well above the national average and by far the highest growth rate of any major demographic group.

Read more about Home Broadband 2010, a Pew Study, here.

Consumers Say: “In Tweets We Trust.”

Posted by truecreek on June 24, 2010 under More Dam News, Opinions. Everyone has them., Research | Be the First to Comment

Some fodder for those who are looking to justify moving dollars over to social marketing.  A very interesting set of statistics, without a doubt.  At the very least, every company should realize that social media can really support and communicate your message when you are in crisis mode.   Just make sure you get your facts straight first.

By Michele Gershberg

Brands that use microblogging sites like Twitter to provide real-time responses to the public are winning a higher degree of trust from consumers, according to a study by a leading public relations firm.

Some 75 percent of people surveyed said they view companies that microblog — sending short, frequent messages on sites like Twitter or status updates on social networks like Facebook — as more deserving of their trust than those that do not, according to a survey by Fleishman-Hillard, conducted with market research firm Harris Interactive.

The second annual Digital Influence Index study, released at the Reuters Consumer and Retail Summit in New York, researches the extent to which the Internet affects consumer behavior.

The findings on Twitter are particularly notable in a year where many leading corporations found themselves in crisis mode, from BP’s role in the Gulf oil disaster to recalls from Toyota Motor Corp and Johnson & Johnson and a viral campaign against new diapers from Procter & Gamble on Facebook.

“What really matters here I think is that the rules of crisis engagement that we’ve known for years and years still apply, but they still apply in a much more accelerated way,” Dave Senay, Chief Executive of Fleishman-Hillard, told Reuters in a telephone interview.

Part of the lesson is “not to overreact, but also to react with factual information, and don’t get beyond what you know,” Senay said. “And do so not in a 24-hour news cycle, but in minute-to-minute monitoring.

Companies also need to be well set up in the digital world well before any potential problem arises, building a relationship with their customers so that trust can help them manage a crisis, said Brian McRoberts, senior vice president of digital research at Fleishman-Hillard.

More about Consumers Say:  “In Tweets We Trust.” here.

Adults Text While Driving Too. A Pew Study.

Posted by truecreek on June 22, 2010 under Opinions. Everyone has them., Research | Be the First to Comment

There is so much research on this topic already and more seems to come out every day. There needs to be a greater focus on advertising to combat this horrible trend.  It will have to be powerful stuff, like Marsteller’s “Crying Indian” that featured Native American actor, Iron Eyes Cody.  It was one of the most successful campaigns of its kind, with some suggesting it reduced litter by almost 90% in 300 communities.

Now that’s how you do it.


By Mary Madden and Lee Rainie.

Adults are just as likely as teens to have texted while driving and are substantially more likely to have talked on the phone while driving.

In addition, 49% of adults say they have been passengers in a car when the driver was sending or reading text messages on their cell phone. Overall, 44% of adults say they have been passengers of drivers who used the cell phone in a way that put themselves or others in danger.

Beyond driving, some cell-toting pedestrians get so distracted while talking or texting that they have physically bumped into another person or an object.

These are some of the key findings from a new survey by The Pew Research Center’s Internet & American Life Project:

  • Nearly half (47%) of all texting adults say they have sent or read a text message while driving.
  • Looking at the general population, this means that 27% of all American adults say they have sent or read text messages while driving. That compares with 26% of all American teens ages 16-17 who reported texting at the wheel in 2009.
  • Three in four (75%) cell-owning adults say they have talked on a cell phone while driving. Half (52%) of cell-owning teens ages 16-17 reported talking on a cell phone while driving in the 2009 survey.
  • Beyond driving, one in six (17%) cell-owning adults say they have physically bumped into another person or an object because they were distracted by talking or texting on their phone. That amounts to 14% of all American adults who have been so engrossed in talking, texting or otherwise using their cell phones that they bumped into something or someone.

More about Adults Text While Driving Too here.

C’mon, Get Happy: Advertisers Want Consumers To Lighten Up.

Posted by truecreek on April 21, 2010 under More Dam News, Research | Be the First to Comment

By Ken Bruno

After a long winter and a grim recession luxury-faucet maker Brizo wants to give consumers “a license to dream.” Online videos and print ads created by Young & Laramore for Brizo’s high-end, touch-sensitive Talo, Venuto and Virage faucets feature vivid colors that morph into butterflies, flowers, mermaids and fish.

New ad campaigns suggest marketers are eager to shake off the gloom of tough economic times–and they hope consumers will do the same. While some economists aren’t sure the tough times are history, advertisers don’t seem to care. Companies are rolling out carefree ads that use humor, colorful images and upbeat language to get consumers to lighten up–and open up their wallets.


“What you make people feel is as important as what you make,” goes the voice-over in a commercial from BMW of North America’s “Story of Joy” ad campaign, which includes print ads featuring happy-looking adults, kids and dogs with headlines that lead off with “Joy is …” The campaign was created by GSD&M Idea City.

Procter & Gamble even seems to thumb its nose at money-pinching buyers of personal care products in ads for Old Spice. In TV spots, Isaiah Mustafa taunts women with recession-induced goodie withdrawal by offering “two tickets to that thing you love,” before the tickets turn into diamonds. Spots featuring Mustafa and his treats have racked up more than 8 million views since they broke in February.

Fun and games? Those are reappearing in ads. Interpublic agency Deutsch L.A.’s playful campaign for Volkswagen  “Punch Dub,” invites consumers to play an updated version of the game “Punch Buggy,” in which the first person to spot a VW slugs his or her friend on the arm. Stevie Wonder and 30 Rock’s Tracy Morgan even get in on the game in ads.

Microsoft even promotes the idea of carefree travel in ads for the launch of its new mobile phone brand, Kin. In “The Journey,” by AgencyTwoFifteen, Rosa Salazar, a lollipop-loving Brooklyn comedian, hits the road to meet as many of her 824 social networking friends as possible.

Consumers and marketers were in the dumps last year when total U.S. advertising expenditures fell 12.3% in 2009 to $125.3 billion, compared with 2008, says ad tracker Kantar Media in New York but some agency executives say marketers are willing to spend again.

“There is a market turn toward the positive,” says Deutsch N.Y. Chief Creative Officer Greg DiNoto. “That’s a smart marketing strategy for any brand when you’re emerging from a recession.” Brands need to be associated with winning.”

A few advertisers hope upbeat taglines will do the trick. Amway’s latest campaign, one with an estimated $25 million behind it, features the tagline “The Power of Positivity.” Ads, created by Omnicom’s Element 79, feature friendly farmers and helpful neighbors and suggest that Amway is a company doing its part by creating jobs for those affected by the recession.

More here.


Movie Metrics: Cinema Ads Click With Viewers.

Posted by truecreek on April 14, 2010 under Opinions. Everyone has them., Research | Be the First to Comment

By Erik Sass

A new report from the Cinema Advertising Council and NewMediaMetrics details consumers’ emotional attachment to different media, as well as brands appearing in various media contexts. The findings suggest that cinema advertising can compete effectively with television for video advertising dollars.


Movies fared better than most other media in terms of emotional attachment, reflecting their immersive quality, and the fact that consumers will pay a fair amount for such an experience.  CAC found that 44.5% of consumers that buy health and beauty products reported emotional attachment to movies, versus 29.6% for magazines, 21.2% for radio and 20.6% for magazines.  Similarly, 43.9% of survey respondents who buy consumer packaged-goods and foods said they were emotionally attached to movies, compared to 28.9% for TV, 20.5% for magazines and 19.2% for magazines.

The data, summarized in CAC and NewMediaMetrics’ “360 Cross Platform Study,” were gathered in a survey of more than 3,000 people ages 13-54, categorized by the type of products they consume. It asked them to rate emotional attachment to media and brands in media on an 11-point scale, with 9-10 considered “emotionally attached.” The survey compared consumer ratings for TV, magazines, newspapers, Internet, cinema and a variety of other out-of-home channels.

Across all consumer categories, the overall attachment rating of 41.5% for movies ranked ahead of televised sports and major entertainment events, such as the Super Bowl (39.7%), Summer Olympics (26.3%), World Series (22.8%) and Oscars (16.1%).

Last year, the CAC released a study from Integrated Media Measurement showing that cinema advertising plus TV more than doubled consumer conversion rates when compared with TV alone.
The digital out-of-home industry in general has been working to bolster its measurement capabilities with new, more precise metrics in the hope of winning spending usually allocated to cable and broadcast.

Surprise! Newspaper Readership Shows Uptick in Top 100 Markets.

Posted by truecreek on March 29, 2010 under More Dam News, Research | Be the First to Comment

From NNN:

Newspaper readership in the top 100 markets grew to 80.6 million, up from 78.7 million, a gain of 2.5%, based on the most recent Spring 2008 Mediamark Research & Intelligence (MRI) survey as compared to the prior year.  MRI tracks daily newspaper readership in the top 100 markets for Newspaper National Network LP and reports the NNN 100 Daily Code.

While daily newspaper circulation in the top 100 markets has been in decline, there are several factors which can explain why readership has increased:


* Newspaper websites have shown consistent growth in unique visitors, and may be drawing in new or returning print readers.

* Publishers have cut marginal circulation, not core circulation.  These copies went to less frequent readers.

* Secondary readership is up, as more newspaper readers are reading copies they did not purchase themselves.

* Free daily newspapers like Metro or am New York which are appealing to new newspaper readers.

This is the second survey in a row showing an increase in NNN 100 Daily newspaper readership, with the Fall 2007 survey up 1.8%.  These are the first increases the measure has shown since it was created in Fall 2003.  In addition, the median household income of newspaper readers grew 4.9%, to $64,861.

Public Opinion of Toyota’s Quality Plummets in New Survey.

Posted by truecreek on March 24, 2010 under More Dam News, Research | Be the First to Comment

There are times when no amount of advertising and marketing can pull you up from the floor.  The issues facing Toyota right now are monumental in their entirety and really do have the potential to damage the brand beyond recognition.   We’re talking years here, I believe.

USA Today:  Yet another survey points to bad news for Toyota:  A pollster says findings show Toyota has crushed its quality reputation.

In two short years, Americans having a positive perception of Toyota’s commitment to building quality cars has plummeted to 21.8% from over 80%, according to the findings of the latest survey by Britt Beemer at the BeemerReport.com

Only 31.8% of Americans believe Toyota can rebuild its quality image, the verdict is still out about their ability to recover. Some 22.1% are undecided whether they can rebuild the quality image and 18% don’t think Toyota will be able to do it.

“While their reputation is on the line, Toyota’s problems don’t stop there because buyers are now wary of the Toyota brand,” says Beemer.  “Toyota has some real selling to do just to convince current Toyota car owners to buy another one.”

But will current Toyota owners save the day?

Maybe, the survey finds. The survey revealed that consumers who have purchased Toyotas in the past are evenly divided about whether they will buy another one in the future or not. Of these potential buyers, 52.6% will no longer consider buying a Toyota car in the future.

American car manufacturers may ultimately be the benefactors of Toyota’s quality issues, according to Beemer.  Due to Toyota’s quality issues, 69.1% of car buyers are more likely to purchase an American made automobile.  That number is up from 38% two years ago.

The survey comes from 1,000 telephone interviews conducted Friday, Saturday, and Sunday, March 12, 13 and 14, 2010, at ARG headquarters in Charleston, SC.  The error factor is plus or minus 3.8%.

TV, Computer Use Multitasking Up Sharply: Nielsen

Posted by truecreek on March 23, 2010 under More Dam News, Research | Be the First to Comment

AP NEW YORK — The amount of time people spend on the computer while watching TV is going up sharply.

The Nielsen Co. said Monday that people who multitask this way spent an average of three and a half hours doing so in December. That’s up sharply from the two hours, 29 minutes that Nielsen reported only six months earlier.

The percentage of TV viewers who do this isn’t going up that fast. That increased by 57 percent to 59 percent during the same period. But those who are doing it spend much more time at it.

Television executives have pointed to this trend to help explain why big events like the Oscars, Grammys and pro football playoffs have been doing so well in the ratings – people watching and making comments to their friends through social Web sites like Twitter and Facebook.

More about TV, computer use multitasking up sharply:  Nielsen here.

For Social Networking, Women use Mobile More Than Men.

Posted by truecreek on March 2, 2010 under Opinions. Everyone has them., Research | Be the First to Comment

From Nielsen.

In a demographic view of social networking activity on mobile devices, women were found do use their phones to “tweet” and “friend” 10% more than men. And while social networking is commonly thought of as something for “the kids,” the 35-54 age group had more active mobile social networkers than any other group.


U.S. Ad Spending Down Nine Percent in 2009, Nielsen Says.

Posted by truecreek on under More Dam News, Research | Be the First to Comment

NEW YORK, NY – February 24, 2010 – U.S. ad spending declined nine percent in 2009, according to preliminary figures released today by The Nielsen Company. Spending fell an estimated $11.6 billion to a total of $117 billion last year. The figures continue a trend of at least six straight quarters of negative growth in the ad industry, but it’s a trend that shows evidence of slowing down. In the previous two quarters, Nielsen reported declines of 15.4% and 11.5%.

“Fourth quarter ad spending was down just two percent year-over-year, and that helped soften the full-year decline,” said Terrie Brennan, senior VP for new business development at The Nielsen Company. “In fact, most of the top advertisers showed increased spending late in the year. These are encouraging signs for an ad market that’s still trying to stop the bleeding.”

Ad spend declines are easing up even in print media, which have taken more than their share of lumps over the last few years. National Newspapers were down 13.7% last year, but it’s an improvement from the -21.6% pace that Nielsen reported through the first three quarters of 2009. Local Newspapers finished relatively strong in 2009, cutting its reported 14% decline in ad revenue through the third quarter to -10.4% by year’s end.

Spanish Language Cable TV (+32.2%) and Cable TV (+14.8%) stood out as the top-gaining media in 2009. Free-Standing Insert Coupon (+11.5) was the only other medium to show significant year-over-year growth. Internet (+0.1%) remained essentially flat.

African-American TV (a subset of network, cable, and syndicated) enjoyed a 13.8% increase in spending year-over-year. Spanish language TV (cable and network combined) fell 0.4%.

Understanding the Participatory News Consumer.

Posted by truecreek on March 1, 2010 under More Dam News, Research | Be the First to Comment

Interesting Pew Study.

by Kristen Purcell, Lee Rainie, Amy Mitchell, Tom Rosenstiel, Kenny Olmstead.

The overwhelming majority of Americans (92%) use multiple platforms to get their daily news, according to a new survey conducted jointly by the Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism.

The Internet is now the third most-popular news platform, behind local and national television news and ahead of national print newspapers, local print newspapers and radio. Getting news online fits into a broad pattern of news consumption by Americans; six in ten (59%) get news from a combination of online and offline sources on a typical day.


The internet and mobile technologies are at the center of the story of how people’s relationship to news is changing. In today’s new multi-platform media environment, news is becoming portable, personalized, and participatory:

* Portable: 33% of cell phone owners now access news on their cell phones.

* Personalized: 28% of Internet users have customized their home page to include news from sources and on topics that particularly interest them.

* Participatory: 37% of Internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter.

In addition, people use their social networks and social networking technology to filter, assess, and react to news. And they use traditional email and other tools to swap stories and comment on them. Among those who get news online, 75% get news forwarded through email or posts on social networking sites and 52% share links to news with others via those means.

Despite all of this online activity, the typical online news consumer routinely uses just a handful of news sites and does not have a particular favorite. And overall, Americans have mixed feelings about this “new” news environment. Over half (55%) say it is easier to keep up with news and information today than it was five years ago, but 70% feel the amount of news and information available from different sources is overwhelming.

Take a look at the study and download it here.

Internet, Broadband and Cell Phone Statistics. A Pew Study.

Posted by truecreek on January 26, 2010 under More Dam News, Research | Be the First to Comment

These statistics are holding steady.

By Lee Rainie:

In a national survey between November 30 and December 27, 2009, we find:

74% of American adults (ages 18 and older) use the Internet, a slight drop from our survey in April 2009, which did not include Spanish interviews. At that time we found that 79% of English speaking adults use the Internet.

60% of American adults use broadband connections at home, a drop that is within the margin of error from 63% in April 2009.

55% of American adults connect to the Internet wirelessly, either through a WiFi or WiMax connection via their laptops or through their handheld device like a smart phone. This figure did not change in a statistically significant way during 2009.

These data come from the Pew Research Center’s Internet & American Life Project. The most recent survey was conducted from November 30 to December 27, 2009, using landline and cell phones and including interviews in Spanish. Some 2,258 adults were interviewed and the overall sample has a margin of error of ± 2 percentage points.

Download the entire Internet, broadband and cell phone statistics survey here.

Boys vs. Girls on Cellphones.

Posted by truecreek on under Opinions. Everyone has them., Research | Be the First to Comment

Very interesting research from the University of Alabama at Birmingham.   It’s a hot topic of discussion here at True Creek, for sure. The premise was also the theme for a recent episode of ‘Modern Family’ on ABC.

By Margaret Shapiro

We’ve heard about the gender divide in knowledge and use of technology. It seems the gap may start with the simplest of technologies — cellphones — and at a fairly young age — middle school.

For a study published in December in the journal New Media and Society, University of Alabama at Birmingham sociologist Shelia Cotten asked nearly 1,000 middle school students to rate the different ways they used their cellphones.

The results showed boys much more than girls used their phones to play games, share photos and videos, listen to music and send e-mails. Girls tended to use their phones primarily for talking and or text messaging.


To the researchers’ surprise, the boys used the phones for talking and texting just as much as the girls — in other words, they didn’t use the “complicated features” instead of socializing, but in addition to it. “We would’ve expected that girls would use cellphones for talking and texting because females are socialized to communicate more with others than males,” said Cotten in an online video presentation of her research, “but there were no differences.”

“By these study results, we aren’t saying that parents should buy phones with fewer features for girls,” she said. “But it does point out how much more needs to be done to teach girls” about technology. “Females traditionally have perceived themselves as less skilled in terms of technology, especially with regard to computers.”

Cotten said that 60 to 70 percent of middle school kids report owning a cellphone.

More about Boys vs. Girls on Cellphones here.

ESPN Tops Beta Research Survey.

Posted by truecreek on January 13, 2010 under More Dam News, Research | Be the First to Comment

By Anthony Crupi

ESPN is once again atop the advertising world’s wish list, as a new Beta Research report suggests that nearly half of media buyers and clients surveyed will dedicate more dollars to the sports net in 2010.

According to the results of the latest Beta study, 45 percent of industry pros said they would increase their ad spend with ESPN over the next 12 months. Discovery Channel came in a close second, as 40 percent of respondents indicated they planned to invest more dollars on that network.

Those results reversed the findings of last year’s Beta survey, which had Discovery edging ESPN by a slight margin (45 percent to 44 percent).

Other nets that should enjoy a lift in ad sales revenue this year are: TNT, which was given the thumbs up by 36 percent of those quizzed by Beta; TBS (36 percent); Food Network (35 percent); top-rated USA Network (34 percent); ESPN2 (33 percent), HGTV (32 percent), Comedy Central (31 percent) and Bravo (29 percent).

More about ESPN Tops Beta Research Survey here.

Survey: Internet Use Grows Fast Among Latinos. A Pew Study.

Posted by truecreek on December 24, 2009 under More Dam News, Research | Be the First to Comment

The Pew Research Center’s Hispanic Project and Internet Project combined forces to write an in-depth look at Internet penetration across racial and ethnic categories in the U.S.

A summary of the major findings:

From 2006 to 2008, Internet use among Latino adults rose by 10 percentage points, from 54% to 64%. In comparison, the rates for whites rose four percentage points, and the rates for blacks rose only two percentage points during that time period.  Though Latinos continue to lag behind whites, the gap in Internet use has shrunk considerably.


For Latinos, the increase in Internet use has been fueled in large part by increases in Internet use among groups that have typically had very low rates of Internet use.

·        While U.S.-born Latinos experienced a two percentage point increase in Internet use from 75% in 2006 to 77% in 2008, foreign-born Latinos experienced a 12 percentage point increase during the same period, from 40% to 52%.

·        In 2006, 31% of Latinos lacking a high school degree reported ever going online; in 2008, this number was 41%.  In comparison, Latinos with higher levels of education experienced three to four percentage point increases in Internet use.

·        Internet use among Latinos residing in households with annual incomes less than $30,000 increased 17 percentage points from 2006 to 2008.  For Latinos in households earning $30,000 to $49,999 annually, Internet use increased two percentage points, and for Latinos in households earning $50,000 or more annually, there was no change in Internet use.

Read the entire survey, Internet Use Grows Fast Among Latinos, here.

Survey: TV More Popular Than Internet for Entertainment.

Posted by truecreek on December 16, 2009 under More Dam News, Research | Be the First to Comment

By David Lieberman, Associated Press

The Internet and tech toys get the headlines. But the vast majority of Americans still turn to their familiar televisions, radios, and CDs when they want to be informed and entertained, according a consumer tracking survey released Tuesday by the NPD Group.

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“There’s a perception that families spending time in front of a glowing TV hearth has been replaced by glowing laptop or iPod displays,” NPD analyst Russ Cupnick says in a release. While true for some, “TV remains the top entertainment choice by far in the United States.”

More than 80% of the country watches an average of 10 hours a week of non-movie TV programming, according to the online survey of 10,281 people in August, weighted to reflect the general population.

After that:

78% said that they listened to music on a traditional AM/FM radio sometime during the prior week.
* 70% sent an instant message or e-mail.
* 60% listened to music on a CD.
* And 58% watched a movie on TV, not including pay-per-view or video-on-demand.

But the survey found that online is becoming an increasingly important part of the mix. Some 47% of the respondants visited a social networking site the prior week.

Read the entire survey, entitled “TV More Popular Than Internet for Entertainment” here.

Yes, Hollywood, Women do go to the Movies.

Posted by truecreek on December 4, 2009 under More Dam News, Research | Be the First to Comment

We’ve recommended Cinema advertising to our clients for years now.  Executed well, it’s an effective tactic.

By Breeanna Hare, CNN

There’s an old Hollywood tale, and it goes like this: Open a female-led movie around Valentine’s Day. Watch women go in droves and drive up box office numbers.

Then let Hollywood executives call it a fluke, since everyone knows that women don’t go to movies.

Females Flock to the Movies

Over the past few weeks, that tale has been told with a twist.

Two female-led movies have earned astronomically high box office numbers — like “third best opening weekend” high — on fall weekends typically dominated by blockbuster movies aimed at men. “New Moon,” the second film in the “Twilight” vampire series, has grossed more than $230 million since its opening, while “The Blind Side,” about a white family that takes in a homeless African-American boy, is already past the $100 million mark.

For both “Blind Side” and “New Moon,” women have made up more than half the audience. And by the time these films complete their runs, they could gross nearly $500 million each, said Gitesh Pandya, the editor of BoxOfficeGuru.com, because of a largely female audience packing theaters.

Read more about women going to the movies here.

What Black Friday Shoppers Spent on – And Where.

Posted by truecreek on November 30, 2009 under More Dam News, Research | Be the First to Comment

By Bertha Coombs, CNBC

Retailers drew more shoppers to open their wallets this Black Friday weekend, but the steep discounts they used to get them in the door meant that on average, shoppers spent less.

What Black Friday ShoppersThe National Federation of Retailers says 195 million people shopped at stores and online over the weekend, up 13.3 percent from last year. Total spending was flat at $41.2 billion, but on average consumers spent 8.5 percent less, roughly $343 per person compared to $372 a year ago.

Department stores emerged the shopping destination of choice for nearly half of all shoppers polled in the NRF’s Black Friday survey, conducted by BIGresearch.

Discount stores came in second garnering a 43.2 percent share, and outlets picking up 7.8 percent of shoppers. Just over one in four surveys shopped at electronics stores (29 percent) or online (28.5 percent).

Two years into the deepest recession in a generation, consumers may be showing signs of what some have termed frugal fatigue, says the NRF’s Ellen Davis. “Retailers have to come away from this weekend encouraged,” she says, “that shoppers were willing to spend on some discretionary items.”

Capital Growth Partners president Craig Johnson says the consumer was back in force over Black Friday weekend. In a note to clients, he wrote, ‘These are not simply browsers, but buyers, with checkout lines of 30 or longer in some mall teen specialty stores, and checkout lines exceeding 350 in several Big Box stores.”

Just over half shoppers bought clothing, according to the survey, helping to boost department store sales. About forty percent bought books, DVDs and video games.   Those numbers were about the same as last year.

Price wars on popular toys at Wal-Mart, Target and Toys R Us saw more shoppers buying toys as gifts. About a third of shoppers said they spent money on toys, a 12.9 percent increase from last year.

According to the survey, more shoppers bought sporting and leisure items this year — 12.6 percent, up a point from last year. Personal care and beauty items saw a bigger increase — 22.4 percent up from 19.0 percent — along with gift cards — 21.2 percent vs. 18.7 percent a year ago.

Did those early door busters in the wee hours of the morning pay off? Nearly one-third of shoppers (31.2 percent) were at the stores by 5 a.m. according to the NRF survey, that’s up from 23.3 percent last year. The majority of those early shoppers were men or younger shoppers.