Bernstein Research has introduced a new weekly tracking report analyzing ad-supported U.S. TV networks’ viewership on a year-over-year basis. The first version shows that for the week of November 10-16, audiences fell again across the board — down 8% for cable networks, 9% for broadcast and 17% for kids-oriented networks specifically. The declines were similar on a quarter-to-date basis as well.
The term Native Advertising remains murky, but there’s money in the murk, according to eMarketer. Native is tough to execute, difficult to measure and hard to scale, but never mind that — marketers expect to see spending on native rise over the next 12 to 18 months.
Where do consumers get their breaking news? According to an August 2014 study from the Newspaper Association of America conducted by comScore, 80% of U.S. adult internet users accessed digital news content. In terms of unique visitors, the digital newspaper audience came in at 164 million this past August — that’s an 18% year-over-year increase.
In 2014, North America will remain the largest single contributor to the global advertising economy and represent 35.6% of the worldwide total, as regional spending reaches $193.86 billion. North America also tops the global digital ad spending marketplace.
The transition to digital marketing is still a huge challenge for many legacy marketers, so when they gain access to additional budget they choose to spend it on media that’s within their comfort-zone. That often translates into spending more on television advertising.
Global TV ad expenditure will reach $236 billion in 2020, up by 38 percent ($64 billion) from 2013.
Since the end of the depression in 2009 typical U.S. family income has fallen 6% in real terms. During the same period the amount paid by consumers for pay-TV has increased in price between 12%-20%, and programming costs much more than that.
Under these conditions an economic cord cutting increase looks to be inevitable.