INSEAD Library

copyright 2008 ; Most recent edition available at http://goo.gl/n356a

Includes bibliographical references

Digitized

The 2009 Entertainment, Media and Advertising Market Research Handbook Contents PART I: MARKET SUMMARY ...................................................................................... 13 1 MARKET ASSESSMENT............................................................................................ 1.1 Advertising Spending ....................................................................................... 1.2 Media Content and Services Spending ............................................................ 1.3 Entertainment Spending ................................................................................... 14 14 15 15 2 MARKET LEADERS .................................................................................................. 16 2.1 Advertising Agencies ........................................................................................ 16 2.2 Media Corporations .......................................................................................... 19 3 CONSUMER USE OF MEDIA .................................................................................... 3.1 Time Spent Using Media .................................................................................. 3.2 Market Penetration Of Media............................................................................ 3.3 Media Use Demographics ................................................................................ 3.4 Multitasking With Media.................................................................................... 3.5 Television and Online Viewing.......................................................................... 4 MARKET TRENDS and FORECAST............................................................................. 4.1 Shifts in Media and Advertising ........................................................................... 4.2 Alternative Marketing ....................................................................................... 4.3 Impact of the Economic Slowdown .................................................................. 4.4 Ad Networks ..................................................................................................... 4.5 Outlook 2008-2010 ........................................................................................... 21 21 22 23 24 25 28 28 29 30 31 32 PART II: MEDIA and ADVERTISING ............................................................................... 33 5 CONSUMER MAGAZINES ........................................................................................ 34 5.1 Market Assessment .......................................................................................... 34 5.2 Market Leaders ................................................................................................ 34 5.3 Advertisers ....................................................................................................... 35 5.4 Circulation ........................................................................................................ 36 5.5 Online Activities ................................................................................................ 36 6 ONLINE ...................................................................................................................... 6.1 Market Assessment .......................................................................................... 6.2 Online Advertising Spending ............................................................................ 6.3 Advertisers ....................................................................................................... 6.4 Online Video Ads.............................................................................................. 38 38 38 40 40 6.5 Viral Videos ...................................................................................................... 41 6.6 Local Online Advertising .................................................................................. 42 6.7 Behavioral Targeting ........................................................................................ 43 7 MOBILE ...................................................................................................................... 7.1 Response to Mobile Marketing ......................................................................... 7.2 Market Assessment and Forecast .................................................................... 7.3 Incentives for Mobile Ads ................................................................................. 8 NEWSPAPERS .......................................................................................................... 8.1 Market Assessment .......................................................................................... 8.2 Market Leaders ................................................................................................ 8.3 Advertisers ....................................................................................................... 8.4 Online Activities ............................................................................................... 8.5 College Newspapers ........................................................................................ 9 OUT-OF-HOME .......................................................................................................... 9.1 Market Assessment .......................................................................................... 9.2 Market Leaders ................................................................................................ 9.3 Top Advertisers ................................................................................................ 9.4 U.S. Outdoor Display Count ............................................................................. 9.5 Outdoor Digital Signage.................................................................................... 9.6 Out-of-Home Video Advertising ....................................................................... 45 45 45 46 47 47 48 49 49 49 51 51 51 52 52 53 53 10 RADIO ...................................................................................................................... 55 10.1 Market Assessment ........................................................................................ 55 10.2 Radio Listening .............................................................................................. 55 10.3 Radio Companies ........................................................................................... 55 10.4 Radio Station Formats ................................................................................... 56 10.5 Radio Advertisers ........................................................................................... 57 10.6 Market Trends ................................................................................................ 57 10.7 Satellite Radio ................................................................................................ 58 10.8 HD Radio ........................................................................................................ 58 10.9 Online Radio .................................................................................................. 59 10.10 Personalized Mobile Internet Radio ............................................................. 60 10.11 Online Activities ............................................................................................ 61 11 TELEVISION ............................................................................................................ 11.1 Market Assessment ........................................................................................ 11.2 Broadcast Television Networks ...................................................................... 11.3 Cable Television Networks ............................................................................. 11.4 Cable and Satellite Operators ........................................................................ 11.5 Television Station Groups .............................................................................. 11.6 Digital Conversion .......................................................................................... 62 62 62 63 63 64 64 11.7 Cable and Satellite Penetration ...................................................................... 11.8 Digital Multichannel Subscribers .................................................................... 11.9 Video on Demand .......................................................................................... 11.10 Digital Video Recorders ............................................................................... 11.11 Telco Video .................................................................................................. 11.12 High-Definition TV ........................................................................................ 11.13 Broadband TVs ............................................................................................ 11.14 Away-from-Home TV Viewing ...................................................................... 11.15 Visits To Network Websites ......................................................................... 11.16 Online TV Viewing ........................................................................................ 65 65 65 66 67 67 67 68 69 69 PART III: CONTENT ..................................................................................................... 70 12 ADVERTISING CATEGORIES.................................................................................. 71 12.1 Market Assessment ........................................................................................ 71 12.2 Automotive ..................................................................................................... 71 12.3 Consumer Packaged Goods .......................................................................... 72 12.4 Financial Services .......................................................................................... 73 12.5 Pharmaceuticals ............................................................................................. 74 12.6 Restaurants .................................................................................................... 75 12.7 Retail .............................................................................................................. 76 12.8 Telecommunications ...................................................................................... 77 12.9 Travel ............................................................................................................. 77 13 BRANDED ENTERTAINMENT ................................................................................ 13.1 Market Assessment ........................................................................................ 13.2 Product Placement ......................................................................................... 13.3 Branded TV Programming ............................................................................. 13.4 Webisodes ..................................................................................................... 13.5 Branded Music................................................................................................ 14 NEWS........................................................................................................................ 14.1 How Consumers Obtain The News ................................................................ 14.2 The State Of The News Media ....................................................................... 14.3 Online's Impact on Traditional News Media ................................................... 14.4 Online News Sources ..................................................................................... 15 USER-GENERATED CONTENT .............................................................................. 15.1 Overview ........................................................................................................ 15.2 Ads Within User-Generated Content .............................................................. 15.3 User-Generated Ads ...................................................................................... 79 79 79 80 81 81 83 83 84 85 85 87 87 87 88 PART IV: ENTERTAINMENT ....................................................................................... 90 16 BROADWAY THEATRE........................................................................................... 16.1 Market Assessment ....................................................................................... 16.2 Broadway Theatres ........................................................................................ 16.3 The 2007-2008 Season ................................................................................. 16.4 The 2008-2009 Season ................................................................................. 16.5 Touring Broadway .......................................................................................... 17 FILMED ENTERTAINMENT and CINEMAS .............................................................. 17.1 Market Assessment ..................................................................................... 17.2 Movie Studios .............................................................................................. 17.3 Cinema Theatres ......................................................................................... 17.4 Movie Patron Demographics ........................................................................ 17.5 Film Distribution ........................................................................................... 17.6 Digital Films ................................................................................................. 17.7 3-D Films ..................................................................................................... 17.8 In-Theater Advertising .................................................................................. 17.9 Live Event Broadcasts ................................................................................. 17.10 Enhancing The Cinema Experience ........................................................... 18 HOME ENTERTAINMENT ..................................................................................... 18.1 Market Assessment ..................................................................................... 18.2 Marketshare Leaders ................................................................................... 18.3 Trends in the DVD Market ........................................................................... 18.4 On-Demand Video Services ........................................................................ 18.5 Blu-ray High Definition DVDs........................................................................ 19 LIVE PERFORMANCES and EVENTS ..................................................................... 19.1 Market Assessment ..................................................................................... 19.2 Tours ............................................................................................................ 19.3 Outdoor Music Festivals .............................................................................. 19.4 VIP Events ................................................................................................... 19.5 Sponsorships and Tie-ins ............................................................................ 19.6 Concert Ticketing ......................................................................................... 91 91 91 92 94 94 101 101 101 102 102 103 103 104 104 106 107 109 109 109 109 111 111 112 112 112 112 114 114 115 20 RECORDED MUSIC............................................................................................... 117 20.1 Market Assessment ..................................................................................... 117 20.2 Major Recording Companies ........................................................................ 117 20.3 Trends in the Recorded Music Market ......................................................... 117 20.4 Online Distribution Models ........................................................................... 119 20.5 Music Piracy ................................................................................................. 121 21 VIDEO GAMES ..................................................................................................... 122 21.1 Market Assessment ...................................................................................... 122 21.2 Game Console Market Leaders .................................................................... 122 21.3 Gamer Demographics .................................................................................. 122 21.4 Market Characteristics and Trends ............................................................... 123 21.5 Immersive Video Game Advertising ............................................................. 124 21.6 Casual Games............................................................................................... 125 21.7 Mobile Games .............................................................................................. 126 PART V: DEMOGRAPHIC FOCUS.............................................................................. 127 22 ETHNIC FOCUS...................................................................................................... 128 22.1 Ethnic Buying Power .................................................................................... 128 22.2 Ethnic-Targeted Ad Spending ...................................................................... 128 22.3 Ethnic Characteristics of Media Use ............................................................. 129 22.3.1 Television .................................................................................... 129 22.3.2 Radio ........................................................................................... 131 22.3.3 New Media .................................................................................. 132 22.3.4 Online Activities ........................................................................... 134 22.3.5 Video/Music Websites ................................................................. 135 22.4 African-Americans ........................................................................................ 136 22.4.1 Magazines ................................................................................... 139 22.4.2 Television .................................................................................... 140 22.5 Asian-Americans .......................................................................................... 141 22.5.1 Television .................................................................................... 142 22.6 Hispanic-Americans ..................................................................................... 144 22.6.1 Consumer Magazines .................................................................. 144 22.6.2 Newspapers ................................................................................ 145 22.6.3 Radio ........................................................................................... 146 22.6.4 Television .................................................................................... 146 22.7 Native-Americans ......................................................................................... 148 23 GAY and LESBIAN MEDIA and ADVERTISING ........................................................... 149 23.1 Overview ...................................................................................................... 149 23.2 GLBT-focused Advertising ........................................................................... 149 23.3 Gay/Lesbian-Focused Media ........................................................................ 150 23.4 GLBTs Online ............................................................................................... 152 24 GENDER FOCUS.................................................................................................... 153 24.1 Overview ...................................................................................................... 153 24.2 Magazines .................................................................................................... 153 24.3 Women's Magazines .................................................................................... 154 24.4 Men's Magazines ......................................................................................... 154 24.5 Women Online .............................................................................................. 155 24.6 Men Online ................................................................................................... 156 25 GENERATIONAL FOCUS ...................................................................................... 25.1 Overview ...................................................................................................... 25.2 Baby Boomers .............................................................................................. 25.2.1 Marketing To Baby Boomers ............................................................ 25.3 Generation X ................................................................................................ 25.3.1 Targeting The Gen X Market ............................................................ 25.4 Millennials ..................................................................................................... 25.4.1 Marketing To Millennials ................................................................... 157 157 157 158 159 160 161 162 MARKET RESOURCES............................................................................................... 168 REFERENCES ............................................................................................................ 174