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市場調査レポート
テレビ広告市場の予測（2004-2009年）：30 秒コマーシャルの衰退
Television Advertising 2004-2009: The Slow Death of the 30-Second Commercial
| 発行 |
In-Stat |
| 出版日 |
2004年10月 |
商品コード |
24311 |
| ページ情報 |
英文 |
| 価格 |
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当商品の販売は、2011年07月19日を持ちまして終了しました。
Abstract
This report looks at how TV advertising is changing in the face of increased competition from the Internet, video games and pre-packaged content, as well as new technologies such as personal video recorders. The report includes forecasts of new advertising methods such as video game advertising and product placement, as well as TV, cable, Internet and radio advertising.
The report features two surveys: One is a survey of TV, cable and advertising professionals, giving their perspective on new technologies and the impact on TV advertising. The other is of media savvy consumers and how they are changing their viewing habits, as well as consumption of advertising.
Table of Contents
- Executive Summary
- Methodology
- Introduction
- The Decline of Broadcast TV Advertising
- Consumer Advertising Survey
- Part One: How Consumers Are Spending Their Electronic Entertainment Time and Dollars
- Part Two: Impact of Technology on Consumers Awareness and Behavior Around Advertising
- Survey of Television and Advertising Industry Employees
- The Changing Market for TV Advertising
- TV and Advertising Industry Changes
- Advertisers are Allocating Budgets Elsewhere
- Increasing Pushback from Advertisers
- Tying together media assets as a package effort
- Repackaging of Content
- Targeted Advertising
- Focus Area: Advertising in Video Games
- Video Game Ads Going Big Time
- Focus Area: Internet Advertising
- Focus Area: Product Placement
- Overall TV and Electronic Entertainment Advertising Forecast
List of Tables
- Table 1. Time Spent on Activity Now Vs. 12 Months Ago
- Table 2. How Much Time Do You Spend on Following Activities?
- Table 3. Technology Ownership of Respondents (Some Responses Highlighted in Red for Emphasis)
- Table 4. Reasons Respondents Watch TV Commercials (Percentages Exceed 100% Because Multiple Responses Accepted)
- Table 5. Business Supported by TV Advertising Dollars? (n=300)
- Table 6. How Has Your Ad Business Fared Over Last 12 Months?
- Table 7. Impact of Video Game Advertising Over Next 3 Years
- Table 8. Impact of Theatre Advertising Over Next 3 Years
- Table 9. Impact of Internet Advertising Over Next 3 Years
- Table 10. Impact of Mobile Phone Advertising Over Next 3 Years
- Table 11. Impact of Product Placement Over Next 3 Years
- Table 12. Summary of Major Impact Rankings
- Table 13. Impact of Personal Video Recorders on TV
- Table 14. Using Internet More, Less, or the Same This Year Vs. Last Year
- Table 15. Total US Electronic Entertainment Advertising (US$ Billions)
List of Figures
- Figure 1. US Electronic Advertising Forecast 2003-2009 (US$ Billions)
- Figure 2. Spending More Vs. Less Time Now Compared to 12 Months Ago (n = 1673)
- Figure 3. PVR Owners: Do You Use Your PVR to Skip TV Ads? (n=321)
- Figure 4. PVR Owners: How Much Advertising Do You Skip? ( n=219)
- Figure 5. Skip Commercials: PVR Owners and PVR Intenders (n=492)
- Figure 6. PVR-Intenders: How Much Advertising Would You Skip? (n=273)
- Figure 7. Watch 20+ Hours Network TV/Week - PVR vs. Non-PVR Respondents
- Figure 8. Industry of Survey Respondent (n=300)
- Figure 9. Business Supported by TV Advertising? (n=300)
- Figure 10. Reason for Decline in TV Advertising Business (Multiple answers accepted; n=31)
- Figure 11. Biggest Threats to TV Advertising (Multiple Answers Accepted)
- Figure 12. Terayon Ad Server Network
- Figure 13. Ownership of Video Game Consoles as Compared to Other Devices
- Figure 14. Playing More, Less or Same Amount of Electronic Games This Year Vs. Last Year?
- Figure 15. Video Game Advertising Revenues 2003-2009 (US$ Billions)
- Figure 16. US Internet Access by Type (Multiples Accepted)
- Figure 17. US Internet Advertising 2002-2009 (US$ Billions)
- Figure 18. U.S. Television Product Placement Revenues (US$ Billions)
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