television and newspaper
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Television and Newspaper. Which is the most effective advertising medium for your business?. Presented by: KSL-TV Research. Newspaper Task Force. Local Account Executives 2 Account Executives assigned to work with Research Department One Quarter to complete project - PowerPoint PPT PresentationTRANSCRIPT
Television and Newspaper
Which is the most effective advertising
medium for your business?
Presented by: KSL-TV Research
Newspaper Task Force
• Local Account Executives– 2 Account Executives assigned to work with Research Department
– One Quarter to complete project
– National/Local Trends
Newspaper Task Force• Focus:
–In-house computer software/research:
–Stowell, Scarborough, Qualitap
–External research: TVB, NAA, Starch, Belden
–Speaker (Former NP Account Executive)
Newspaper Task Force• Focus:
–Newspaper Websites–Rate Information–Newspaper Ads–Newspaper Terminology
Internet Sites• Research Sites
–www.tvb.orgwww.naa.org
–www.org/national/index.html–www.org/retail/index.html–[email protected]–tvadvertising.com–Local Newspaper Web Sites
Newspaper Task Force
• Project Finalization–Trainer Guide–Sales One Sheets–Sales Training
Newspaper Facts• Pros
–History–Visual–Ad Variety–In Depth–Tracking
• Cons–Passive–Decreased Market
Penetration –Browsers, Not
Readers–Readers Don’t See
Ads–Coupon Usage is
Declining–Ad Clutter
Source: RAB Media Facts 12/10/97
Newspaper Trends
• The percentage of Americans reading weekday newspapers has dropped from 67% in 1977 to 51% in 1997
Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”
Newspaper Trends
• The decline has spanned every income and educational level
Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”
Newspaper Trends
• Weekday newspapers reach approximately 6 out of 10 American Adults
• Sunday editions reach 7 out of 10 American Adults
Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”
Read59%
Do Not Read41%
Newspaper Trends
U.S. Daily/Sunday/Weekend Newspaper Reading Audience
1996 Avg Adult Daily Readership
Source: NAA Facts About Newspapers, 1997; A18+ Total Population
Read69%
Do Not Read31%1996 Avg Adult
Sunday/Weekend Readership
U.S. Daily/Sun/Weekend Newspaper Reading Audience
Source: WR Simmons & Associates, 1970-19977; Simmons Market Research Bureau, Inc. 1980-1994; Scarborough Reports-Top 50 Markets, 1995-1996
Year Weekday Sun/Weekend1970 78% 72%1980 67% 67%1985 64% 65%1990 62% 67%1995 64% 73%1996 59% 69%
%chg. ‘70-’96 -24% -5.3%
Salt Lake Tribune/Deseret News Historical Trend
Source: Audit Bureau of Circulation’s 6 month report ending 9/30/98
Metro HH Gross Circ. Adv. Cost Year %chg %chg %chg
1993 0.0% 0.0% 0.0%
1994 1.6% 1.0% 0.0%
1995 4.1% 2.0% 8.0%
1996 6.3% 3.0% 8.0%
1997 8.7% 4.2% 13.2%
1998 11.3% 2.9% 17.7%
Salt Lake City Newspaper Reading Audience
Read61%
Do Not Read39%
39% of the Adults 18+ in the Salt Lake Market Do not Read
the Daily Newspaper!
Source: Stowell, 1997
The Salt Lake Market is Spending Less Time with the
Daily Paper
16.1
14.515.6
27.4
2423.9
6.98.1
9.410.2
10
7.15.3
5.84.1
0
5
10
15
20
25
30
<15' 16-30' 31-45' 46-60' 60'+
1989 1995 1997
Source: Stowell, 1989, 1995, 1997
15.6
21.9
44.4
18.1
7.3
16
34
42.7
0
5
10
15
20
25
30
35
40
45
<30' 30'+
A18-24
A25-34
A35-54
A55+
Percentage of Adults in the Salt Lake Market Who Read
the Daily Paper
Source: Scarborough, Feb’98-Jan’99
26
4641 46
5452
38
49
42.7 57
0
10
20
30
40
50
60
Men Women
Sports Entertainment Comics Business/Finance Classifieds
Persons 18+ NOT Noting Ads in Specific Sections of the
Newspaper (%)
Source: Starch Database, 6000+ Interviews September 1995-Adnorms
4240 42
38 36 36
62
7260 42.7 57 58
0
10
20
30
40
50
60
70
80
Men Women
Confectionary Soaps Pet Food/Pet Care
HH Products/Cleansers Soft Drinks Toiletries
Noting of Grocery Ads (%)
Source: Starch Database, 6000+ Interviews September 1995-Adnorms
6365
66
74
56
58
60
62
64
66
68
70
72
74
1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
Do Adults Pay Attention to Newspaper Ads?
Source: Starch Database, 6000+ Interviews September 1995-Adnorms
% of People Not Noting Ads
Salt Lake Market
Source: Stowell, 1997
Newspaper Reader Demographic Profile
Source: Scarborough, Feb’98-Jan’99
Market• 50.1% Male• 49.9% Female• A25-54: 60.6%• HHI: $50k-$74,999k
19.7%• 66.1% Married• 20.5% Coll. Degr.+• 73.7% Own Home
Market• 52.6% Male• 47.4% Female• Avg Age: 42.2• Avg HHI: $54,973
• 66.7% Married• 36.2% Coll. Degr.+• 78.1% Own Home
Salt Lake Market
Source: Stowell, 1997
• 52.3% Male• 47.7% Female• Avg Age: 42.1• Avg HHI: $53,367• 69.3% Married• 34.4% Coll. Deg.+• 76.3% Own Home
Read <15’ Read 16’-30’• 52.6% Male• 47.4% Female• Avg Age: 38.4• Avg HHI: $58,820• 64.7% Married• 42.3% Coll. Deg.+• 75.6% Own Home
Newspaper Reader Demographic Profile
Source: Stowell, 1997
• 59.2% Male• 40.8% Female• Avg Age: 49.6• Avg HHI: $56,917• 67.6% Married• 29.6% Coll. Deg.+• 83.1% Own Home
• 53.2% Male• 46.8% Female• Avg Age: 47.4• Avg HHI: $57,209• 73.4% Married• 41.4% Coll. Deg.+• 83.0% Own Home
Read 46-60’Read 31’-45’
Salt Lake MarketNewspaper Reader Demographic Profile
Do Adults Pay Attention to Newspaper Inserts?
No51.9%
Yes48.1%
Are your advertising dollars working most effectively for
your business?
Source: Stowell, 1997
4-5 Hrs5-6 Hrs
6-7 Hrs 6-7 Hrs
7+ Hrs
0
1
2
3
4
5
6
7
8 1950's
1960's
1970's
1980's
1990's
Television Viewership is on the Rise
Source: TVB Nielsen Media Research NTI Annual Averages
52%
11%
26%
11%
Television Magazines Newspapers Radio
Which Advertising Medium is Most Authoritative
Among Adults?
Source: TVB and the MEDIACENTER,1998
80%
4%8%
8%
Television Magazines Newspapers Radio
Which Advertising Medium is Most Influential Among Adults?
Source: TVB and the MEDIACENTER,1998
77%
7%5%
11%
Television Magazines Newspapers Radio
Which Advertising Medium is Most Exciting Among Adults?
Source: TVB and the MEDIACENTER,1998
40%
14%
34%
12%
Television Magazines Newspapers Radio
Which Advertising Medium is Most Believable Among Adults?
Source: TVB and the MEDIACENTER,1998
Adults Spend More Time With Television Each Day
Source: TVB and the MEDIACENTER,1998
TV NP Radio Mag.
A25-54 213’ 27’ 137’ 16’
$50-<$75k 192’ 25’ 103’ 20’
College Grad+ 166’ 36’ 115’ 22’
Prof/Tech/Mgr/ 159’ 3’ 139’ 16’ Prop
Time Spent Yesterday in Minutes with Major Media
Television Reaches More Adults Than Any Other Medium
Source: TVB and the MEDIACENTER,1998
TV NP Radio Mag.
A25-54 89 58 77 36
$50-<$75k 87 59 76 45
College Grad+ 85 67 79 41
Prof/Tech/Mgr/ 87 66 79 37 Prop
Reached Yesterday By Major Media (%)
Time Spent Yesterday with Major Media (Minutes)
Source: TVB and the MEDIACENTER,1998
22'36'
115' 166'
0
20
40
60
80
100
120
Magazines Newspapers Radio Television
College Graduate+
Reached Yesterday by Major Media (%)
Source: TVB and the MEDIACENTER,1998
41%
67%79%
85%
0
10
20
30
40
50
60
70
80
90
Magazines Newspapers Radio Television
College Graduate+
Summary• Utilize Research Sources• Involve Your Account
Executives–Bonus from management for increase in sales
–Get AE input: They know their clients
• Change clients mind set• Media Mix with newspaper