ENTERTAINMENT, MEDIA & ADVERTISING MARKET RESEARCH HANDBOOK
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1 ENTERTAINMENT, MEDIA & ADVERTISING MARKET RESEARCH HANDBOOK Published by Richard K. Miller & Associates December 2014; 355 pages; ISBN # PART I: MARKET SUMMARY 1 MARKET ASSESSMENT: ADVERTISING 1.1 Overview 1.2 Total Media Advertising and Marketing Services Spend 1.3 Measured and Unmeasured Media Ad Spend 1.4 Market Forecast 1.5 Market Resources 2 CONSUMER USE OF MEDIA & THE INTERNET 2.1 State Of The Media 2.2 Time Spent Using Media 2.3 Internet And Mobile Access 2.4 Online Activities 2.5 Cross-Platform Access Of Content 2.6 Market Resources 3 CONSUMER ACCESS OF NEWS 3.1 Time Spent With News 3.2 Trends 3.3 How Consumers Obtain The News 3.4 Ad-Supported News Media 3.5 Market Resources PART II: MARKET LEADERS 4 LARGEST ADVERTISERS 4.1 Top National Advertisers 4.2 Top Advertisers by Sector 4.3 Market Resources 5 LARGEST AGENCIES 5.1 Overview 5.2 Top 100 Agencies 5.3 Branding and Promotion Agencies 5.4 Customer Relationship Management and Direct Marketing Agencies 5.5 Digital and Search Agencies 5.6 Healthcare Agencies 5.7 Media Agencies 5.8 Multicultural Agencies
2 5.9 Public Relations Agencies 5.10 Market Resources 6 LARGEST SERVICE PROVIDERS 6.1 Broadband 6.2 Multichannel 6.3 Mobile 6.4 Market Resources 7 MOST-VISITED WEBSITES 7.1 Most-Visited Web Properties 7.2 Search Websites 7.3 Social Networking Websites 7.4 Video Websites 7.5 Market Resources PART III: TELEVISION 8 TV VIEWING 8.1 Overview 8.2 Demographics 8.3 Viewing Platforms 8.4 On-Demand Viewing 8.5 Daypart Viewing 8.6 Designated Market Areas 8.7 Multitasking and Social TV 8.8 Market Resources 9 TV PROGRAMMING 9.1 Primetime Genre 9.2 Benchmark Programs 9.3 Primetime 9.4 Market Resources 10 TV NETWORKS 10.1 Broadcast Networks 10.2 Cable Networks 10.3 Local TV Station Groups 10.4 Market Resources 11 TELEVISION ADVERTISING 11.1 Market Assessment 11.2 Upfront 11.3 Measured Ad Spending By Sector 11.4 Top Advertisers 11.5 TV Station Advertising Revenue 11.6 Average CPM 11.7 Top TV Genres By Spending 11.8 Market Resources
3 12 ONLINE TV 12.1 Overview 12.2 Online TV Advertising 12.3 Demographics 12.4 Social TV 12.5 Streamed TV Content 12.6 Original Content For Online TV PART IV: RADIO 13 RADIO LISTENING 13.1 Overview 13.2 Top Radio Markets 13.3 Top Genre 13.4 Daypart Listening 13.5 Digital Radio 13.6 Market Resources 14 RADIO STATIONS 14.1 Station Count 14.2 Market Assessment 14.3 Largest Station Groups 14.4 Station Assessment By Genre 14.5 HD Radio 14.6 Market Resources 15 RADIO ADVERTISING 15.1 Market Assessment 15.2 Top Radio Advertisers 15.3 Measured Ad Spending by Sector 15.4 Market Resources 16 INTERNET RADIO 16.1 Audience Assessment 16.2 Top Internet Radio Markets 16.3 Internet Radio Stations 16.4 Top Internet Radio Groups 16.5 Streaming Services 16.6 Connected Radio 16.7 Advertising Costs 16.8 Market Resources 17 SATELLITE RADIO 17.1 Overview 17.2 SiriusXM Radio PART V: PRINT MEDIA 18 MAGAZINES 18.1 Overview 18.2 Subscriptions
4 18.3 Circulation 18.4 Advertising 18.5 Advertisers 18.6 Interactive Media 18.7 Market Resources 19 NEWSPAPERS 19.1 Market Assessment 19.2 Market Leaders 19.3 Measured Ad Spending By Sector 19.4 Top Advertisers 19.5 Print 19.6 Digital Newspapers 19.7 Alternative Newspapers 19.8 Classifieds 19.9 Market Resources 20 BOOKS & EBOOKS 20.1 Market Assessment 20.2 Adult Reading 20.3 Most Literate Cities 20.4 ebooks 20.5 Book Clubs 20.6 Market Resources PART VI: DIGITAL MEDIA 21 DIGITAL ADVERTISING 21.1 Market Assessment 21.2 Spending By Platform 21.3 Digital Spending Distribution 21.4 Spending By Sector 21.5 Marketshare Leaders 21.6 Top Advertisers 21.7 Shift From Traditional Media To Digital 21.8 Digital Content NewFronts 21.9 Market Resources 22 MOBILE ACCESS 22.1 Time Spent With Mobile 22.2 Smartphones 22.3 Tablets 22.4 Mobile Activities 22.5 Most Popular Apps 22.6 Youth Use Of Mobile 23 MOBILE ADVERTISING 23.1 Market Assessment 23.2 Market Leaders 23.3 Mobile Ad Types
5 23.4 Location Tagging 23.5 Branded Apps 23.6 Mobile Shopping Apps 23.7 Market Resources 24 SOCIAL NETWORKS 24.1 Adult Use Of Social Network Sites 24.2 Top Sites 24.3 Facebook 24.4 Instagram 24.5 LinkedIn 24.6 Pinterest 24.7 Twitter 24.8 Market Resources 25 SOCIAL MEDIA MARKETING 25.1 Social Media Ad Spending 25.2 Social Media Marketing Channels 25.3 Social Media Marketing Strategy 25.4 Social Media Marketing Tactics 25.5 Assessing Effectiveness 25.6 Market Resources 26 VIDEO ACCESS 26.1 Digital Video Viewers 26.2 Top Video Websites 26.3 YouTube 26.4 Market Resources 27 VIDEO ADVERTISING 27.1 Market Assessment 27.2 Video Ad CPM 27.3 Video Ad Engagement 27.4 How Video Ad Inventory Is Purchased 27.5 Video Ad Metrics 27.6 Social Video Ads 27.7 Interactive Video Ads 27.8 Viral Video Ads 27.9 Market Resources 28 GAMING 28.1 Market Assessment 28.2 Participation 28.3 Types of Games 28.4 Game Genre 28.5 Digital Gaming 28.6 Video Game Consoles 28.7 Casual and Social Games 28.8 Mobile Gaming 28.9 Gaming Networks
6 28.10 Esports Market Resources PART VII: ADVERTISING ANALYSES 29 BRANDING 29.1 Elements Of Branding 29.2 Brand Engagement 29.3 Branded Entertainment 29.4 Celebrity Endorsements 29.5 Sensory Branding 29.6 Color Branding 30 CONTENT MARKETING 30.1 Overview 30.2 Spending 30.3 Content Marketing Objectives 30.4 Distribution Channels 30.5 Effectiveness 30.6 Trends 30.7 Market Resources 31 CROWDSOURCING 31.1 Overview 31.2 Benefits Of Crowdsourcing 31.3 Case Studies 31.4 Market Resources 32 CUSTOMER ANALYTICS 32.1 Overview 32.2 Customer Databases 32.3 Data Brokers 32.4 Consumer Valuation Scores 32.5 Product Use Insight 32.6 Data Integration 32.7 Regulatory Oversight 32.8 Key Players 33 ENGAGEMENT 33.1 Defining Engagement 33.2 Measuring Engagement 33.3 Knowledge About Customers 33.4 Brand Activation 33.5 Market Resources 34 GLOBAL MARKETS 34.1 Global Ad Spending 34.2 Assessment By Region 34.3 Assessment By Country 34.4 Largest Agencies
7 34.5 Top Advertisers 34.6 Ad Spending By Media 34.7 Online Advertising 34.8 Mobile Advertising 34.9 Digital Ad Spending By Region and Country Sponsorships Comparative Effectiveness Market Resources 35 HISPANIC MEDIA 35.1 Overview 35.2 Hispanic Designated Market Areas 35.3 Use Of Media 35.4 Hispanic Media Spending 35.5 Top Hispanic Media 35.6 Market Resources 36 LOCAL MARKETING 36.1 Market Assessment 36.2 Yellow Pages 36.3 Local Digital Ads 36.4 Local Mobile Search 36.5 Local Marketing By National Brands 36.6 Market Resources 37 NAMING RIGHTS 37.1 Overview 37.2 Sports Stadiums And Arenas 37.3 Municipal Facilities 37.4 Transit Systems 38 NATIVE ADVERTISING 38.1 Overview 38.2 Online 38.3 Print Media 38.4 Television 39 ONLINE BEHAVIORAL TARGETING 39.1 Overview 39.2 Advertiser Spending 39.3 BT Social Media 39.4 Retargeting 39.5 BT Do Not Track Options 39.7 Privacy Policies 40 OUT-OF-HOME ADVERTISING 40.1 Market Assessment 40.2 Spending By Format 40.3 Market Leaders
8 40.4 Measured Ad Spending By Sector 40.5 Top Advertisers 40.6 High Mileage Drivers 40.7 Place-Based Advertising 40.8 Market Resources 41 PLACE-BASED VIDEO ADVERTISING 41.1 Overview 41.2 Video Ads In Public Venues 41.3 Video Ad Networks 41.4 Market Resources 42 POLITICAL ADVERTISING 42.1 Overview 42.2 Political Ad Spending 42.3 Online Influence 42.4 Free Media 43 PROGRAMMATIC ADVERTISING 43.1 Overview 43.2 Market Assessment 43.3 Media for Programmatic Buying 43.4 Programmatic TV Advertising 44 RESPONSE TO ADVERTISING 44.1 Preferred Media For Ads 44.2 Positive Response To Ads 44.3 Negative Response To Ads 44.4 Response to Irrelevant Ads 44.5 Ignoring Ads 44.6 Ad Influence On Millennials 45 SMALL- AND MEDIUM-SIZED BUSINESS ADVERTISING & MARKETING 45.1 Market Assessment 45.2 Small Business Marketing Budget Allocation 45.3 SMB Marketing Channels 45.4 Current and Planned Marketing Practices 45.5 SMB Websites 45.6 Social Media 45.7 Use Of Traditional Media 46 SPONSORSHIPS 46.1 Market Assessment 46.2 Spending By Sector 46.3 Sports Sponsorships 46.4 Market Resources 47 SPORTS MARKETING 47.1 Market Assessment 47.2 Athlete Endorsements
9 47.3 Advertising Agencies in Sports Marketing 47.4 Jersey Rights 47.5 Naming Rights For Stadiums and Arenas 47.6 Sports Sponsorships 47.7 Market Resources 48 SPORTS MEDIA 48.1 Sports TV Networks 48.2 Sports Radio 48.3 Sports Periodicals 48.4 Newspaper Sports Sections 48.5 Sports Websites 48.6 Market Resources 49 TRUST IN MEDIA & ADVERTISING 49.1 Trust In News Media 49.2 Trust In Advertising 49.3 Trusted Forms Of Advertising 49.4 Trust For Parenting Advice 49.5 Brand Trust On Social Media PART VIII: FILMED ENTERTAINMENT 50 FILM STUDIOS 50.1 Major Studios 50.2 Top Films 50.3 Film Distribution 50.4 Economic Impact 50.5 Market Resources 51 MOVIES 51.1 Overview 51.2 Market Assessment 51.3 Cinema Patrons 51.4 Largest Theater Circuits 51.5 In-Cinema Advertising 51.6 Event Cinema 51.7 Market Resources 52 HOME ENTERTAINMENT 52.1 Market Assessment 52.2 Changing Marketplace 52.3 Market Trends 52.4 Top-Selling Titles 52.5 Online Movies 52.6 Market Resources
10 PART IX: MUSIC 53 CONCERTS & MUSIC FESTIVALS 53.1 Market Assessment 53.2 Concert Attendance 53.3 Top Grossing Concert Tours 53.4 Music Festivals 53.5 Market Resources 54 RECORDED MUSIC 54.1 Market Assessment 54.2 Major Recording Labels 54.3 Streaming Services 54.4 Mobile Music 54.5 Best-Selling Recordings 54.6 Market Assessment APPENDIX A - ACADEMIC PROGRAMS APPENDIX B - ANALYSTS APPENDIX C - ASSOCIATIONS APPENDIX D - ENTERTAINMENT AWARDS APPENDIX E - ENTERTAINMENT & MEDIA MUSEUMS APPENDIX F - INDUSTRY-SPECIFIC PERIODICALS APPENDIX G - MARKETING BLOGS APPENDIX H - STATE FILM COMMISSIONS REFERENCES INDEX
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