MEN’S MAGAZINES: Men are dropping more cash on apparel, skincare and grooming products. That’s encouraging fashion and fragrance marketers to spend more in magazines in order to reach men. Most Men’s Magazines have seen double digital increases in ad pages from Bottega Veneta, Burberry, Versace and Prada. Publishers insist men are more style conscious than ever before, so they’re turning to magazines to advise them.
LOCAL CABLE GROWING, MOBILE HOT
Local media ad revenues are forecast to rise at a compound annual growth rate (CAGR) of 2.8% for the five year period from 2012 through 2017, hitting $151.5 billion in 2017. Not surprisingly, that growth will be driven by online/digital ad revenues – forecast to enjoy a 13.8% while traditional media barely grows by a 0.1%.
Location targeted mobile advertising revenues, which are growing at a faster pace than overall mobile advertising, will increase from $2.9 billion in 2013 to $10.8 billion in 2017, accounting for 52% of overall U.S. mobile ad spending in 2017, BIA/Kelsey predicts. Total mobile ad spending will grow from $7 billion now to $20.7 billion in 2017.
Newspapers are expected to be the big losers in local ad market share, dropping to a 9.1% share in 2017. However, the online operations associated with newspapers are projected to claim 2.4% of local ad spending.
For television, local broadcast TV is expected to see its share slip slightly, while local cable grows. Now commanding 5.4% of the local ad market, Cable is forecast to increase that to 5.7% by 2017. Cable has been growing its share of political spending, but is also strong in non-election years.
Local TV is seen slipping slightly to 14.6% in 2017, although it will still be second only to direct mail, at 24.6%. Also, broadcast TV is growing local advertising on its digital properties, with the online operations of TV stations expected to claim 0.7% of local advertising in 2017.
Digital has become more important for both national and local advertisers, On the other hand, you still need local TV advertising campaigns – and national TV advertising campaigns – to move product. Automobile advertising, while they’re moving a lot of money online, still spend a lot of money on local television and local cable.
Bass Pro Shops is already in the Christmas spirit with a :30 inviting kids in to make a free ornament to give to mom. Of course, it’s likely that the parents will also show up for some shopping……Target has expanded its Beauty Concierge program to 95 stores in New York and New Jersey, the San Francisco Bay area and Dallas-Fort Worth. Participating stores are staffed with a Target Beauty Concierge, a highly-trained, brand agnostic beauty enthusiast who is available to answer guests’ questions in-store……Ace Hardware Corp. reported third quarter revenues of $1.0 billion, an increase of 8.9% over a year ago. Retail same-store sales in the U.S. were up 6.9%……A kid uses her tablet to show the best gifts to give this Christmas in a :30 from Draftfcb for Kmart……Sports Authority says most locations will open on Thanksgiving Day, Thursday, November 28, at 6:00 pm and remain open until midnight – then reopen on Black Friday, November 29, from 6:00 am to 10:00 pm……Third quarter sales rose 3.3% for Macy’s to $6.28 billion. Comparable store sales rose 3.5%……Designer Vera Wang herself appears in a new :30 from GSD&M promoting her new wedding jewelry line at Zale.
Magazine companies are increasingly shifting their attention to the surging Hispanic community in the U.S. and their impressive buying power. In the last 10 months, Hearst, Conde Nast and Time Inc. have introduced or strengthened English-language magazines and inserts aimed at Latinas, a growing demographic that marketers are eager to reach. Ad spending on Hispanic media climbed 11% to $7.9 billion in 2012, faster than the general market.
But the vast majority of the spending in Hispanic media — $5.8 billion — is flowing to TV. And digital media seems to be siphoning off what’s left for print magazines, where spending last year shrunk 19.5% to $294 million.
But Hispanic magazines looked better by another measure: ad pages in a smaller set of Hispanic magazines, which slipped just 1.4% last year from 2011. Consumer magazines as a whole saw ad pages fall at a much sharper pace, declining 8.2% last year, according to the Publishers Information Bureau.
Whichever set of numbers you go by, however, publishers are determined to improve on them, lately by trying to capture the attention of second- and third-generation Hispanics.
PICKING FAVORITES IN PRIMETIME
A new survey from STRATA reveals that audience sentiment does not always align with traditional viewership and ratings data. As networks face more competition from cable channels and non-traditional mediums such as Netflix and Hulu, the fight to retain and grow an increasingly fragmented audience is heating up. The survey also found that networks face brand awareness challenges.
Advertisers and agencies have long depended on ratings as a key measurement tool, guiding them on where to spend their ad dollars. The findings of the Fall TV Sentiment Survey, though, contrast ratings with viewership sentiment – measuring intensity, not just viewer numbers. For example, while 13.3 million viewers tuned in to watch the premiere of CBS’s new program The Millers, only 3% of survey respondents indicated that it was their favorite new show. NBC’s The Blacklist was most popular with survey respondents, with 15% saying it was their favorite although fewer viewers tuned in to watch its premiere (12.6 million) as compared to The Millers.
TV executives closely watched the September 29th premieres of the The Michael J. Fox Show on NBC and The Crazy Ones on CBS as they battled for primetime viewers. That evening The Crazy Ones (15.6 million viewers) overshadowed The Michael J. Fox Show (7.5 million viewers), but 11% of survey respondents favored The Michael J. Fox Show over the 4% who chose The Crazy Ones as their favorite new show. When asked to pick their overall favorite show, which included new and already established shows, not a single person polled said The Crazy Ones was their favorite show so far this season. That spot belongs to another CBS show, The Big Bang Theory, which received 13% of the vote.
STRATA’s Fall TV Sentiment Survey also found that some networks are facing brand awareness challenges. Only 76% of NCIS fans, 73% of Big Bang fans, and 63% of How I Met Your Mother fans were able to properly identify these as CBS shows. Only 56% of Modern Family fans properly identified it as ABC, whereas 89% of Marvel’s Agents of S.H.I.E.L.D. fans accurately chose ABC. FX led the group with viewer recognition as 94% of Sons of Anarchy fans identified it as an FX show.
CBS and NBC were tied as the networks with the best new programming; ABC came in third, FOX fourth and AMC fifth.
A summer-long cool-down in the pace of home value appreciation is helping a handful of markets step back from the edge of bubble territory, according to the third quarter Zillow Real Estate Market Reports. The U.S. Zillow Home Value Index stood at $163,000 as of the end of the third quarter, up 6.4% year-over-year and 1.2% from the end of the second quarter, but unchanged from August. The quarterly pace of appreciation was roughly half that experienced in the second quarter.
For months, a handful of already expensive metro areas that experienced relatively modest declines during the crash but very robust gains during the recovery, particularly in California, have flirted with being in a bubble, said Zillow analysts. In order for homes to remain affordable and to avoid a market bubble, the pace of appreciation in these markets needed to slow down or even fall.
As of the end of the third quarter, though, the national pace of monthly home value appreciation has fallen in each of the past three months, and turned negative in San Diego (-1.2%), Los Angeles (-1.1%) and San Francisco (-0.1%) in September, after reaching into the 3% range in all three metros just a few months ago. Among the top 30 largest metro areas covered by Zillow, half showed monthly depreciation at the end of the third quarter. As recently as July, all of the top 30 metro areas showed positive monthly appreciation, with none exhibiting a monthly pace slower than 1% month-over-month.
BROWSING MORE, SHOPPING LESS OFTEN
The 26th semi-annual “Taking Stock With Teens” consumer insights project for Piper Jaffray & Co. finds evidence that teens are experiencing general spending fatigue across key categories, specifically fashion. That moderation in spending comes despite over two-thirds signaling confidence the economy is stable to improving.
“We are also observing trends that imply teens are browsing regularly on their mobile devices, shopping less frequently and engaging with brands ‘on demand’ on their own time,” said Steph Wissink, co-director of research and senior research analyst at Piper Jaffray. Those findings obviously present challenges to retailers who are focused on teen buyers.
The fashion category accounts for roughly 39% of teen budgets, consistent with prior survey cycles. However, spending declined mid-single digits to the prior year and prior season. Shopping frequency declined and trip measures are down nearly 25% from prior peak. Within the fashion category specifically, footwear is outperforming apparel and accessories.
Teens are shopping less in single brand, vertically integrated stores and more in multi-branded, multi-category and online retail environment. Approximately 78% of females and 82% of males shop online, and respondents indicated that a mid-teens percentage of their spending is online. Roughly 60-70% of teens indicate they prefer to shop the Websites of their favorite store-based retailers. In addition, teens prefer labels to logos and seek value in their purchases, owing to the rise of spending in the outlet and off-price channels. Approximately 71% of teen girls and 57% of teen boys shop at off-price stores and 52% and 45%, respectively, indicated it is popular to do so. The shift toward digital is obvious. DVD by mail and streaming account for 52% of movie rentals.
Teens have cited “friends” as the strongest influence over their purchase decisions for the duration of Piper Jaffray’s survey history, but “Internet” is quickly rising in profile. More than half of teens indicate that social media impacts their purchases.
KFC is using new :15s to promote its $10 Weekend Buckets. A related sweepstakes on Facebook offers a grand prize of meeting FOX Sports Rules Analyst Mike Pereira on a trip to Los Angeles and taking home an official “Couchgating” couch from the NFL on FOX set……New :30s from Triptent are pitching Kohl’s Biggest Home Sale, featuring Keurig and Samsonite products……Gap Inc. reported that September sales were flat at $1.46 billion, with comparable store sales down 3%. For the month the Gap brand was down 3%, Banana Republic down 5% and Old Navy down 2%……Family Dollar has opened its 8,000th store in Lancaster, SC. The chain opened its first store in Charlotte, NC in 1959…….Sexy sells burgers for Carl’s Jr. in a new :30 from 72andSunny featuring Katherine Webb……A Columbus Day Sale :15 for Sears from McGarry Bowen is pitching a “mattress spectacular”……Chrysler is “raising the bar” for safety in a new :30 from Wieden + Kennedy for several 2013 Chrysler models…… PetSmart is using Halloween-themed :15s for a “Treat Your Pet Sale” campaign.
Two months after signing international soccer star Pelé as a brand ambassador, Subway has introduced its first :30 with the 72-year-old retired athlete sitting on a chair……Advil is now the “Official Pain Reliever of the NFL.” The Pfizer brand will have custom integration throughout all NHL-controlled media properties, including NHL.com, NHL Network and NHL Social, in addition to the league’s U.S. national broadcast partner, NBC Sports Group……Fresh & Easy Neighborhood Market filed for Chapter 11 bankruptcy reorganization as a move to facilitate a pending sale by U.K. supermarket chain Tesco to Ron Burkle’s Yucaipa Companies. Fresh & Easy operates more than 150 supermarkets in California, Arizona and Nevada……Walgreens reports that sales increased 5.1% to $17.9 billion for its fiscal fourth quarter ended August 31. Front-end comparable store sales were up 1.6% and prescription sales were up 6.1%……Following the success of its Pretzel Bacon Cheeseburger, Wendy’s is now rolling out a Pretzel Pub Chicken sandwich, calling it “another component of Wendy’s ongoing brand transformation efforts”……Dick’s Sporting Goods is the sponsor of Outdoor Channel’s seventh annual Get Up and Go sweepstakes to award a hunting adventure grand prize and other prizes for the new hunting season……Dunkin’ Donuts is ramping up its competition with fast-food outlets by introducing Steak & Cheese Wraps in addition to the chicken salad and tuna salad wraps it introduced earlier this year……Media Post reports that Taco Bueno, which operates 177 restaurants in eight states, has launched a new TV campaign from Slingshot LLC, Dallas, which pokes fun at rival Taco Bell……GEICO is into heavy airplay with a new :30 from The Martin Agency featuring its “GEICO Gecko,” this time with the CGI figure being less than impressed by a cartoon image of himself.
The Voice delivered the Adults 18-49 ratings win to
NBC on Tuesday, leading into the season premiere of
Chicago Fire. CBS was tops in Households with the
season premieres of NCIS, NCIS: Los Angeles and
Person of Interest. ABC got a strong showing from
the series premiere of Marvel’s Agents of S.H.I.E.L.D.
– but not so much so from the premiere of Lucky 7,
with newbies The Goldbergs and Trophy Wife falling
in-between. According to the Nielsen Fast Nationals,
NBC had an average rating of 4.0 in 18-49, 7.7 HH and
an average audience of 12.509 million. CBS was at 2.9
18-49, 10.0 HH and 15.979 million; ABC 2.9 18-49, 4.8
HH and 8.107 million; FOX 1.7 18-49, 2.4 HH and 3.696
million; Univision 1.2 18-49, 1.8 HH and 3.125 million;
Telemundo 0.5 18-49, 0.7 HH and 1.172 million; and
The CW 0.4 18-49, 0.6 HH and 1.017 million.