Magna: Global ad $
will rise 4.2 percent
Other shorts: World Cup fans kick up multimedia viewing
By Louisa Ada Seltzer
Jun 17, 2010
Magna: Global ad $ will rise 4.2 percent this year
Magna Global has become the latest forecaster to up its outlook for global advertising in the current year. A report issued yesterday predicts that advertising revenue will grow by 4.2 percent in 2010, up from an earlier prediction of 2.4 percent. By comparison, in 2009, global ad revenue decreased by 11.3 percent compared to 2008. Magna also modestly increased its forecast for the compound annual growth rate over the next five years, to 5.1 percent, up from the 4.8 percent predicted in December. Like the PriceWaterhouseCoopers report out earlier this week, Magna predicts that online will overtake newspapers as the No. 2 medium, occurring in 2013. TV will remain the dominant media, accounting for 40 percent of all advertising and rising an average 5.4 percent each of the next five years. Radio and out of home will both see modest increases, as will newspapers, despite being passed by the web. But magazines will continue to suffer, sliding an average 0.3 percent each of the next five years. India and China will be the countries seeing the most growth.
World Cup fans kick up multimedia viewing
TV viewership for this year’s FIFA World Cup is on the rise, and soccer fans are using more than TV to access the tournament. Through the first three days of the tournament, 65 percent of ESPN and ABC’s audience consumed soccer content solely on TV, according to the ESPN XP research unit, while 24 percent used TV along with another platform. Eleven percent only used platforms other than TV. According to the network, of those who consumed any ESPN and ABC’s World Cup content through the first three days, 89 percent used TV, 31 percent used the internet, 8 percent used radio and 6 percent used mobile. Not surprisingly, the more platforms used by consumers, the more time they spent with World Cup content. Those who used just TV spent an average of 1 hour and 34 minutes per day with the World Cup, while that number shot up to an average of 4 hours and 34 minutes for those who used TV and just one other platform. Meanwhile, those who used TV and two other platforms averaged 4 hours and 47 minutes of World Cup consumption per day, while those who used TV and three other platforms spent 5 hours and 6 minutes per day. For the eight matches during the first three days of the tournament, ESPN and ABC averaged 4.25 million total viewers per match, up 80 percent versus the first eight games of the 2006 World Cup.
Oprah surprises O staffers with $10,000 bonus
Here’s betting that O, the Oprah Magazine, will be inundated with resumes over the next week. Talk show host/media maven Oprah Winfrey surprised the staff of her publication Tuesday by giving each employee a $10,000 bonus and a free iPad, to celebrate the title’s 10-year anniversary. Winfrey is known for her lavish gift-giving, most famously giving away cars to everyone in the studio audience during the 2004 season premiere. Like most titles, O is still struggling to recover from the recession, which socked magazines hard over the past two years. The publication ranked fifth in ad pages in the women’s service category during first quarter, according to the Publishers Information Bureau, with pages off 4 percent from the previous year, to 293. The category as a whole was flat to 2009, but O did better than the industry overall, where pages were down 9.4 percent. Circulation for the title was up, however, with newsstand and subscriptions rising 4.8 percent during the final six months of 2009, according to the Audit Bureau of Circulations.
Study: Radio connects with shoppers before they shop
Advertisers who want to connect with shoppers right before they make their purchases would be wise to consider radio over television. Sixty-two percent of shoppers say they were listening to their radio an average of 14 minutes prior to doing their shopping, according to the Video Consumer Mapping study from the Council for Research Excellence, compared to 48 percent who said they viewed TV an average of 42 minutes before shopping. It makes sense that people would have listened to the radio closer to doing their shopping; most shoppers were in cars prior to heading into the mall or supermarket. The study found that 90 percent of shoppers were in their cars an average of 5 minutes and 40 seconds before shopping, while 75 percent were in their homes an average of 30 minutes prior to shopping. The study, which was conducted by Ball State University and Sequent Partners, looked at media consumption habits of 376 adults over a total of 752 days.
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