Un Semestre para Internet

Este es un estudio bastante clarificador. Lo realizó TNS Media Intelligent y entrega señales claras sobre el desempeño de la publicidad en EE.UU. Son cifras duras, sin el análisis posterior de otros artículos publicados en este sitio. Pero es interesante ver que Internet sigue liderando el crecimiento y como los diarios locales han mantenido una rebanada no despreciable a pesar de las dudas sobre el sector. Este estudio -y otros- debieran ser parte del ejercicio de muchos publicistas que aún creen que el punto de venta supera en todos los sentidos a internet.

Total advertising expenditures in the first six months of 2006 increased 4.1 percent to $73.0 billion as compared to the prior year period, according to data released today by TNS Media Intelligence, the leading provider of strategic advertising and marketing information.
“Coming off a 5.3 percent gain in the first quarter that was aided by the Winter Olympics, the growth in total ad spending for the second quarter fell back more than expected and finished at 2.9 percent,” said Steven Fredericks, president and CEO of TNS Media Intelligence. “Pro-forma monthly expenditures, excluding the stimulus of special events such as the Olympics and World Cup, have been tracking steadily within a range of a 2 to 4 percent increase. Third and fourth quarter political spending will be incremental to this base, helping total year performance.”

Ad Spending By Media
Spanish Language Media, paced by an enormous surge in June ad spending associated with the World Cup event, rose 20.5 percent to $2.40 billion. Internet display advertising, riding five consecutive quarters of double-digit growth, rose 18.9 percent to $4.69 billion for the half-year.

Expenditures on Network TV advanced 5.7 percent in the first half to $12.28 billion. Excluding February, when the Winter Olympics were telecast, the medium was up 1.2 percent for the remainder of the first half. Consumer Magazines encountered softening demand during the second quarter and finished the half year with a 4.4 percent increase in spending, to $10.90 billion.

Local Newspapers, confronted with over $600 million in reduced automotive spending year-to-date, saw total expenditures erode by 3.9 percent to $11.65 billion. Radio media also lagged, down a combined 1.4 percent to an aggregate of $5.26 billion.

Advertising Spending by Media: First Half 2006 vs. First Half 20051

MEDIA Jan-June 2006/ Charge

NETWORK TV $12,277.3 / 5.7%
NEWSPAPERS (LOCAL) $11,645.2/ -3.9%
CONSUMER MAGAZINES $10,902.5/4.4%
CABLE TV $8,142.1/2.6%
SPOT TV $7,691.8/4.8%
INTERNET $4,692.0/18.9%
LOCAL RADIO $3,554.3/-1.5%
SPANISH LANGUAGE MEDIA5 $2,400.8/20.5%
B-TO-B MAGAZINES $2,181.9/-1.1%
SYNDICATION – NATIONAL $2,109.1/5.7%
OUTDOOR $1,832.7/8.2%
NATIONAL NEWSPAPERS $1,766.4/5.9%
NATIONAL SPOT RADIO $1,226.0/-1.4%
SUNDAY MAGAZINES $891.0/10.6%
NETWORK RADIO $484.1/-0.6%
LOCAL MAGAZINES $226.3/10.6%
TOTAL $72,977.9

Share of Spending By Media
The Internet continues to grow its share of total advertising expenditures. For the first half of 2006, the Internet accounted for 6.4 percent of total ad spending, up from 5.6 percent a year ago. Newspapers lost 1.3 share points over this period, slipping to 18.6 percent of expenditures and falling behind magazines

Share of Advertising Spending by Media: First Half 2006 vs. First Half 20058

MEDIA TYPE Jan-June 2006 Jan-June 2005
TELEVISION 44.3% 43.7%
MAGAZINES 19.6% 19.6%
NEWSPAPERS 18.6% 19.9%
RADIO 7.2% 7.6%
INTERNET 6.4% 5.6%
ALL OTHER 3.8% 3.5%
TOTAL 100.0% 100.0%

The top 10 advertisers in the first half of 2006 spent $9.29 billion, 0.6 percent less than the prior year period. Extending outwards to the top 50 advertisers, a group that accounts for one-third of total ad spending, expenditures fell 1.0 percent. Beyond the top 50, outlays advanced a healthy 6.8 percent, continuing a recent trend of middle-tier spenders lifting the overall ad market.

Procter & Gamble strengthened its grip on the top spot with $1.60 billion in spending, up 8.0 percent versus last year. Telecommunication companies continued their vigorous spending with AT&T up 32.9 percent to $1.18 billion and Verizon Communications up 13.3 percent to $948 million. Toyota Motor Corporation entered the top 10 with expenditures of $636 million.

General Motors pared its budgets by over $270 million in the second quarter and finished the half year at $1.29 billion, a 17.4 percent decrease. Johnson & Johnson reduced its expenditures by 21.3 percent and has now cut spending in four consecutive quarters. Declines were also registered at Time Warner (-13.5 percent), Walt Disney (-7.5 percent) and News Corp. (-8.1 percent). At each of these companies, the reductions came primarily from the movie divisions.

The Telecommunications category maintained its top position with $4.70 billion in expenditures, up 16.6 percent. In addition to higher spending from AT&T and Verizon, aggressive marketing at Vonage and Deutsche Telekom also contributed to the gain.

Financial Services was the second largest category, growing 7.9 percent to $4.33 billion due to credit cards and investment brokers. Other categories posting strong results were Local Services & Amusements, up 11.8 percent to $4.26 billion, and Direct Response, up 7.4 percent to $3.16 billion.

Automotive, which occupied the top two spots in the rankings as recently as year end 2005, tumbled to the middle of the pack. Reductions were widespread among both factories and local dealers, pushing Foreign Auto advertising down 3.8 percent to $4.17 billion and Domestic Auto down 13.3 percent to $3.79 billion. Automotive advertising has declined in four consecutive quarters and the aggregate cutbacks during the past 12 months amount to $1.4 billion, or approximately 1 percent of total annual expenditures for all media.


Branded Entertainment
TNS Media Intelligence continuously monitors Branded Entertainment within network prime time and late night programming. The tracking identifies Brand Appearances and measures their duration and attributes. Given the short length of many Brand Appearances, duration is a more relevant metric than a count of occurrences for quantifying and comparing the gross amount of brand activity that viewers are potentially exposed to in the program versus in the commercial breaks.

In the second quarter of 2006, an average hour of prime time network programming contained 2 minutes, 51 seconds (2:51) of in-show Brand Appearances and 18:12 of commercial messages. The combined total of 21:03 of marketing content represents 35 percent of a prime time hour.

Unscripted reality programming had an average of 7:04 per hour of Brand Appearances as compared to just 1:41 per hour for scripted entertainment programming, such as sitcoms and dramas. Late night network talk shows continue to have even higher levels, averaging 12:17 minutes per hour. The combined load of Brand Appearances and paid commercial messages in these shows exceeds 35 minutes per hour.