Attitudes Towards Media - US

Published by: Mintel International Group Ltd.

Published: Feb. 1, 2007 - 77 Pages

Table of Contents

Scope and Themes

What you need to know

Abbreviations and terms

Abbreviations

Terms

Executive Summary

The changing face of America

Following the money trail

Important trends in advertising and culture in 2005 and 2006

Tuning out television commercials

Tuning into TV commercials

Attitudes towards Internet advertising

Attitudes towards reading newspapers

Incidence of radio listening

Attitudes towards outdoor advertising

Areas of opportunity & recommendations

Demographic Trends

Summary

Total population

Figure 1: Population, by age, 2002-12

Male population

Figure 2: Male population, by age, 2002-12

Female population

Figure 3: Female population, by age, 2002-12

Population by race and Hispanic origin

Figure 4: Population, by race and Hispanic origin, 2002-12

Figure 5: Total population and white population, by age, 2006

Figure 6: Total population and Hispanic population, by age, 2006

Figure 7: Total population and black population, by age, 2006

Discretionary income

Figure 8: Households with discretionary income*, by race and Hispanic origin of householder, 2002

Trends in Media and Impact Factors

The Internet takes center stage

Figure 9: Advertising expenditures on the Internet, 2000-09

The Internet, the reshaping of the American mind, and advertising

Unconventional advertising on the rise

Social networking sites gain traction

Figure 10: Online advertising spending at social networks, 2006

Figure 11: Average percentage of media budget allocated to online advertising for 2007

Internet and unconventional advertising: A reality check

Figure 12: Total advertising expenditures, by channel, 2005

Commercials ignored at the touch of a button

Less leisure time

Content is still king

Figure 13: A comparison of household viewership for the top five television and cable shows, August 2006

The iPod effect and the demand for non-linear content

Television—Viewing, Attitudes Toward Advertising

Introduction

Summary

Average hours of TV watched

Figure 14: Average hours of television watched per week, by age, January 2007

Figure 15: Average hours of television watched per week, by household income, January 2007

Figure 16: Average hours of television watched per week, by race, January 2007

Figure 17: Average hours of television watched per week, by marital status, January 2007

Figure 18: Average hours of television watched per week, by household size, January 2007

Figure 19: Average hours of television watched per week, by number of children, January 2007

Figure 20: Average hours of television watched per week, by education, January 2007

Figure 21: Average hours of television watched per week, by employment status, January 2007

DVR penetration, subscribe and planning to

Figure 22: Subscribe/plan to subscribe to a DVR service, by race, January 2007

Figure 23: Subscribe/plan to subscribe to a DVR service, by marital status, January 2007

Figure 24: Subscribe/plan to subscribe to a DVR service, by children in household, January 2007

Figure 25: Subscribe/plan to subscribe to a DVR service, by employment status, January 2007

Use of DVR to skip through commercials

Figure 26: Using DVR to skip through commercials, by household income, January 2007

Notice advertisers when skipping through commercials

Figure 27: Noticing advertisers while skipping through commercials, by age, January 2007

Figure 28: Noticing advertisers while skipping through commercials, by Hispanic origin, January 2007

Figure 29: Noticing advertisers while skipping through commercials, by household size, January 2007

Figure 30: Noticing advertisers while skipping through commercials, by presence of children in the

Attitudes towards TV advertising

Find TV annoying

Figure 31: Find television advertising annoying, by employment status, January 2007

Pay attention to commercials

Figure 32: Pay attention to commercials, by children in household, January 2007

Find commercials enjoyable

Figure 33: Find commercials are enjoyable, by race, January 2007

Reasons TV advertising is annoying—the advertisements are usually for things I’m not interested in

Figure 34: Feel ads are for things they’re not interested in, by age, January 2007

Reasons TV advertising is annoying—advertising not informative

Figure 35: Feel TV advertising is not informative, by education, January 2007

Reasons TV advertising is annoying - the advertising is below my level of intellect

Figure 36: Feel TV advertising is below my level of intellect, by education, January 2007

Reasons TV advertising is annoying - the advertising is not meant for me

Figure 37: Feel advertising is not meant for them, by age, January 2007

Figure 38: Feel advertising is not meant for them, by children in household, January 2007

Reasons TV advertising is annoying - I rarely see an advertisement I haven't seen before

Figure 39: Rarely see an ad they haven’t seen before, by household income, January 2007

Expectation to be entertained by TV commercials

Figure 40: Expect to be entertained by TV advertising, by age, January 2007

The Internet—Social Networking, Attitudes Towards Advertising

Summary

Membership of online social networks

Figure 41: Member of an online social network, by age, January 2007

Figure 42: Member of an online social network, by household income, January 2007

Attitudes towards online advertising

Figure 43: Attitudes towards online advertising, by urban/non-urban, and by gender, August 2006

Figure 44: Attitudes towards online advertising, urban population, by age, August 2006

Figure 45: Attitudes towards online advertising, urban population, by race/ethnicity, August 2006

Attitudes towards online advertising linked to music/other content

Figure 46: Attitudes towards online music advertising, by gender, October 2006

Figure 47: Attitudes towards online music advertising, by age, October 2006

Figure 48: Attitudes towards online music advertising, by household income, October 2006

Attitudes Towards Newspapers/Print Advertising

Summary

Attitudes towards and reading of newspapers

Figure 49: Attitudes towards newspapers, by age, Spring 2006

Figure 50: Attitudes towards newspapers, by Hispanic origin, Spring 2006

Figure 51: Read a newspaper most days, by household size, Spring 2006

Enjoy reading magazine ads

Figure 52: Enjoy reading ads in magazines, by race, Spring 2006

Attitudes Towards Radio

Summary

Incidence of daily radio listening

Figure 53: Listen to the radio daily, by race, Spring 2006

Figure 54: Listen to the radio daily, by household income, Spring 2006

Figure 55: Listen to the radio daily, by education, Spring 2006

Attitudes Towards Outdoor Advertising

Summary

Incidence of noticing outdoor media

Figure 56: Incidence of noticing outdoor media, by race, Spring 2006

Figure 57: Incidence of noticing outdoor media, by Hispanic origin, Spring 2006

Future Trends

Advertisers will spend more online

Online commercials may work

Social networking sites - a hot spot

Figure 58: Most popular websites for Americans by percentage of time spent, December 2006

Reaching Hispanics

Abstract

Advertisers spent $267 billion in 2005 to get their message out to the American public and the business sector, but a pressing question remains: given the dramatically changing media and cultural landscapes, what is the best way for firms to communicate messages to key audiences?

This report examines consumers’ attitudes towards television, Internet, radio, print, and public advertising. Using Mintel’s exclusive consumer research, extensive analysis is devoted to how TiVo, DVRs, Internet video, and other technologies and trends have affected consumers’ receptivity to commercials.

This report also identifies which media channels are suffering as a consequence of these changes, and which media channels hold opportunities for advertisers seeking to reach various constituents.

Specific topics include:

• Groups most and least receptive to television commercials
• The emergence of new opportunities on the Internet
• Opportunities for reaching select groups via traditional media outlets

This report also features lengthy discussion on important trends in advertising in 2005 and 2006, along with related changes in the cultural fabric, such as the “iPod Effect” and the decline in leisure time.

Mintel analyzes how demographic changes are reshaping the American population, the affluence of various sectors of the population, and snapshots of what the country’s population will look like in 2012.

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