Television Advertising 2004-2009: The Slow Death of the 30-Second Commercial : Market Research Report

Television Advertising 2004-2009: The Slow Death of the 30-Second Commercial

Published by: In-Stat

Published: Oct. 14, 2004 - 40 Pages

Table
of Contents

Executive Summary

Methodology

Introduction
- The Decline
  of Broadcast TV Advertising
  - A Quick
    Word About Terms

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
  - 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

List
of Tables

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)

List
of Figures

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)

Abstract

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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Television Advertising 2004-2009: The Slow Death of the 30-Second Commercial

Table of Contents

Abstract