Wednesday, April 16, 2014

Female Teens Spending Less on everything - Media Consumption


 
According to the Piper Jaffray 27th semi-annual “Taking Stock With Teens” market research project, teen spending contracted just 1% from the Fall of 2013, compared to more substantial declines previously. Across both the upper and average income groups, teen male spending is up 4% from Fall 2013. This compares to continued mid-single digit declines among females.

Overall, the report notes that parent contribution to teen spending bounced back to the 65% of spend range, following a period of contraction. Teen unemployment remains elevated, but off of peak levels. Time priorities have shifted, showing that advanced placement courses are the norm. Year-round single sport/activities are more common, and school years are starting earlier and ending later (shortening the opportune summer employment period).

A quick snapshot of the survey results, including fashion, beauty and personal care, restaurants, digital media, gaming, and wireless communication includes the following:

  • Teen males indicated they were spending more, which has historically signaled inflection in broader spending
  • For the first time in the survey history, food exceeded clothing as a percentage of the teen spending. Electronics also gained in share, while furniture and fashion lost modest share.
  • Declines in the fashion category were most severe in accessories, down double-digits for a second cycle in a row
  • 17% of teens expressed interest in an Apple iWatch, up 12% from Fall 2013, an indication of consumer appetite
  • Instagram ranked as the most important social network, exceeding Twitter and Facebook for the first time in survey history
  • Cable subscriptions are becoming less essential for teens at home, while online streaming is more critical. Out of home, IMAX continues growing share among teens
  • Music/radio listenership has grown for Pandora and local radio, largely at the cost of MP3s and CDs

Influences remain consistent, with friends dominating both upper income and average income. followed by the Internet, says the report. The Internet first displaced television as the No. 2 influencer with teens in the Fall 2010 survey, and the report indicates that this uptrend will likely continue as social networking and online shopping drive teens online. Instagram and Twitter are the two most used social media sites, as teens are increasingly visual and sound bite communicators.

Social Network Utilization by Teens (% of Respondents)
 
% of Respondents/Most Important
Year
Instagram
Twitter
Facebok
Fall, 2012
12%
27%
42%
Spring, 2013
17
30
33
Fall, 2013
23
26
23
Spring, 2014
30
27
23
Source: Piper Jaffray, April 2014

More complete information about individual categories is also included:

The teen food category represents restaurants and dining out. The study uncovered a modest increase in spending devoted to events (including concerts, festivals, etc.). Within the fashion category, clothing increased modestly at the expense of footwear and accessories. In addition, there has been a continuation of a lifestyle/participation-based trend in athletic fashion. These data points are evidence of a trend toward experiences versus items worn, and a notable shift in perceived status spending.

Key findings from the survey in fashion, beauty and personal care, restaurants, digital media, gaming, and wireless communication include the following:

  • Within the fashion category, says the report, the declines were most severe in the accessories classification, down double-digits across genders and income classes for a second cycle in a row. Spending on apparel stabilized at flat for upper income teens and down 2% for average income teens. Spending on accessories declined 22% among upper income and 26% among average income teens on a year over year basis
  • Shopping frequency has declined from a peak rate of 38 trips/year to 29 trips/year (one every 1.75 weeks). Fall 2013 appears to have marked the low point at 28 trips. Mall traffic in the teen space has declined 30% cumulatively in the last 10 years. Teens are browsing more often via their mobile devices, shopping with purpose (conversion rates are up), buying when they have a real or perceived need, and visiting the mall less for entertainment value
  • Teens prefer off-price venues to traditional department stores for their fashion needs, and are increasingly shopping online and on their phones. When asked about preferences between shopping in store and online, about three-quarters of the females polled prefer stores over sites, but the males are closer to a fifty-fifty split. Moreover, when asked about preferences between pure play e-commerce sites and sites associated with stores when shopping for clothing, only 14% of females and 24% of males prefer the pure play e-commerce sites
  • Across both upper income and average income sub-sets, the top five preferred clothing brands were consistent to the prior year and prior season, but rank and share shifted slightly. In the upper income group (teens that tend to be trend leaders), Action Sports Brands ceded share as Forever 21 gained share. Within Action Sports Brands, teens listed 29 unique lifestyle brands, evidence of extended boundaries around the core lifestyle aesthetic into areas of streetwear, urban and culturally inspired trends

The report concludes by noting that survey results point to four distinct fashion themes: stability in demand for Action Sports Brand; moderation in Fast Fashion preference among teen girls; cresting of the refined classic cycle, and evolving demand for fashion athletic brands. In addition to these trends, an increasingly active teen is catering to growing demand for performance athletic brands.

Study Reveals Roles Between Personalities, Listeners - Profiling Audience by host



Clear Channel has revealed the results of a new national study of the role of radio and the unique connection between radio personalities and listeners in a digital and social media-oriented world. The study's findings showed that radio is a far more powerful social force than ever before, particularly because of the conversations fueled by air personalities and the connection listeners feel to air local and national talent like Ryan Seacrest, Sean Hannity, Delilah and Bobby Bones.

Key findings included:

  • When comparing radio personalities to other media personalities, 6 out of 10 listeners said that radio hosts are "like a friend," whose opinions they trust.
  • With even more ways for consumers and air personalities to interact, 4 out of 10 listeners feel personalities make more of an effort to foster a personal connection, making the radio experience inherently more social, particularly when compared to TV or streaming playlist services.
  • Listeners equate an air personality endorsement to a friend's recommendation, more so than they do sponsored Facebook posts, sponsored tweets or television commercials.
  • More than half of the study participants agreed that they trust brands, products and services their favorite on air personality recommend, a finding that is encouraging smart marketers to undertake unique radio-based campaigns.

These findings were borne out by specific examples, including:

T-Mobile recently partnered with CCM+E in an innovative campaign that included a full-day takeover of Clear Channel's radio stations in 18 markets, all facilitated by local on air personalities. After the campaign, recall had increased by over 100 percent and purchase intent grew by 33 percent.

Nationally syndicated host Delilah, the most listened-to woman on radio in the U.S., voiced a campaign for Chase's Blueprint service that increased awareness by 26 percent. In addition, a third of all listeners said they were likely/somewhat likely to get a card after the campaign, nearly doubling the intent number.

"Air personalities are a key element in defining what makes radio different -- and more personal -- than any other medium in consumers' minds," said Clear Channel Chairman/CEO Bob Pittman. "These personalities are viewed as stars and tastemakers -- but also have a familiarity and personal touch that invites listeners not only to tune in, but to call, tweet and email as if they are listeners' personal friends. It's a powerful relationship, one that has deep implications for smart marketers who recognize that when Ryan Seacrest, Elvis Duran, Delilah, Bobby Bones, and hundreds of other personalities offer an endorsement -- whether of a song, a brand or a product -- listeners take it to heart, and take action. No other medium has this power."

The study also found that 6 out of 10 American listeners have a favorite personality who they look forward to hearing in the morning. 7 out of 10 participants said they consider these personalities to be regular people like themselves, who are "relatable" and "authentic," and many have remained loyal, listening to the same personality for years.

The vast majority of Americans have interacted with radio personalities during their lifetimes -- 8 out of 10 have called into a station, met a DJ in their community, or interacted in some other manner. And the growing social media landscape provides even more opportunities for listeners to connect with their favorite radio personalities -- according to the research, about 6 out of 10 of listeners have also engaged with radio through social media platforms.

"This research illustrates the exceptional connection consumers have always had with radio and its personalities," said CCME Executive VP/Insights, Research and Analytics Dr. Radha Subramanyam. "Air personalities have a unique, two-way relationship with listeners, one that engenders comfort, trust and admiration." Dr. Radha Subramanyam Other key findings of the research include:

  • 47 percent of listeners active on personality/radio station social media feeds said they feel more connected to their favorite personalities because they can interact through social media.
  • Consumers with strong parasocial relationships are more likely (by a margin of 20 percentage point or more) to recall, seek more information about, purchase and recommend brands, products and services endorsed by radio's air personalities.
  • Personality endorsements are more likely to incite participants to take action, according to more than half of participants, when compared with nine other messaging/advertising approaches, including: website ads, sponsored posts on Facebook, mobile display ads, sponsored texts or tweets, or emailed product/service pitches, among others.

More than 6 out of 10 listeners are specifically likely to talk about things air personalities have said, often through their social media networks, furthering extending the reach and impact of personality endorsements. Dr. Radha Subramanyam The research results were reported by Dr. Subramanyam, and were based on a study CCME conducted in conjunction with the University of Southern California, which surveyed 2,700 respondents. The report also includes insights from an additional online survey of over a thousand respondents, as well as from live focus groups, ethnographies, listening logs, digital assignments and conversations with air personalities from across the country.

Wednesday, April 9, 2014

Zenith adjusts ad spend forecast up


ZenithOptimedia has adjusted its ad spend forecast upwards, predicting that the global market will grow by 5.5% in 2014, reaching $537 billion by the end of the year. That forecast is up 0.2% from the last report in December. Ad spend in North America is expected to grow by 4.8% this year, bolstered by the Winter Olympics and mid-term elections.

Ad spend in Canada is expected to grow by 3.5% in 2014 versus 2013, with larger gains expected in 2015 and 2016.

The internet is the fastest growing medium measured on the global market, and is expected to increase by an average of 16% each year between 2014 and 2016. Display is the fastest growing sub-category, with 21% annual growth, due in part thanks to the rise of social media advertising, which is growing at 29% a year. Online video is expected to grow at 23% per year for the next three years.

Mobile advertising is growing six times faster than desktop, and is forecast to grow at a pace of 50% annually from 2014 to 2016. In contrast, advertising on desktop is forecast to grow at 8% per year in that time period.

Despite the internet’s speed of growth, TV remains the dominant ad platform, accounting for 40% of all ad spend in 2013, almost twice of what internet advertising takes up (21%). TV ad spend is expected to grow 5.2% in 2014, benefiting from things like the Winter Olympics, World Cup and mid-term US elections.

Canada is number nine in the top 10 ad spenders globally, with $11.57 billion for 2013. The US is #1, with $167.29 billion.

In Canada, the internet took up the biggest piece of the advertising pie in 2013, with 30.8%, followed by TV with 30.4%.

Tuesday, March 25, 2014

z95.3 Returns to the Vancouver Air Waves


One of the most iconic radio brands in Vancouver is making a return to Vancouver’s airwaves. Virgin Radio 95.3 (CKZZ) re-brands to its famous Z95.3 moniker following the recent sale from Bell Media to Newcap Radio. The rights to the Virgin Radio Brand remain Bell’s property.

“We’re excited to bring back this truly Vancouver brand while continuing our current Hot AC mix that Virgin Radio 95.3 listeners have come to love,” says station general manager Sherri Pierce. “Z95.3 never really disappeared. The popular Z95.3 bumper stickers are still everywhere on vehicles around the city.”

The new Z95.3 will continue to play Today’s Best Mix and listeners can expect to hear all their favourite regular features such as the $1,000 Minute, Golddigger and The Sleaze.

Within the transaction, the rights to the Virgin morning show were also retained by Bell. “We have thoroughly enjoyed our time with the Nat & Drew show and we wish them the very best,” says program director Mel Kemmis. “We look forward to introducing our dynamic new morning show team to our awesome listeners in the weeks ahead”.

Consumers will be made aware of Newcap Radio’s re-branding of Z95.3 with the support of a city-wide advertising campaign across Metro Vancouver.

The Canadian Radio-television and Telecommunications Commission (CRTC) granted its final approval on the deal on March 19th stemming from the purchase of Astral Media by Bell Media. Locally within the Vancouver radio cluster AM650 (CISL) and SHORE104.3 FM (CHHR) were also acquired by Newcap Radio.

Friday, March 21, 2014

Phil King on Big Bang’s three-year renewal with CTV


Canada’s most-viewed program, The Big Bang Theory has been picked up for three more seasons, giving CTV more opportunities to launch Canadian programming following the laugher’s 8 p.m. Thursday night time slot. So far original airings of the program have brought in an average audience of 4.4 million viewers for the fall of 2013.

The Big Bang Theory, which targets adults aged 18 to 54 most recently kicked-off the new Dave Foley-starring PR comedy Spun Out, which premiered following Big Bang and is being brought back to the 8:30 p.m. slot for the final two weeks of March. Spun Out‘s premiere brought in an average of 1.4 million viewers for its debut and dropped to 802,000 the following night for its regular time slot on Friday. On average, Bell Media representatives say that shows following Big Bang keep 50% of its lead-in audience.

Phil King, president of programming and sports at CTV, tells MiC that Big Bang‘s massive weekly audience has enabled the Bell Media channel to host a string of Canadian programming like Saving Hope in the 9 p.m. slot and Motive at 10 p.m. that night because of the large lead-in it gets from the CBS laugher. He adds that he would like to use the time slot following Big Bang to launch other Canadian programming in the years ahead, with rumours that its typical time slot pairing Two and a Half Men might only get a half season next fall.

King adds that it isn’t often that a channel gets a show with the reach of Big Bang across audience segments, adding other examples typically fall in the reality segment.

“The show is clever without going over the top with sexual innuendos like a lot of shows do these days, which make it uncomfortable for parents to watch with their kids,” he says. “It is a show that has a wide audience. People who were 10-years-old when the show started are 17 now and almost entering the sales demo.”

Wednesday, March 19, 2014

Macleans Radio Show


Maclean’s is expanding its political coverage to radio. The Rogers-owned current affairs brand will debut Maclean’s on the Hill, a new comment and analysis show featuring political journalists Paul Wells, John Geddes and Aaron Wherry (pictured), on Rogers talk and news radio stations across the country Saturday March 22.

The show will air Saturdays at 10 a.m. and Sundays at 8 a.m. on 1310News (Ottawa), 680News (Toronto), News1130 (Vancouver), 660News (Calgary), News95.7 (Halifax), and 570News (Kitchener) and will be available via podcast through Macleans.ca as well as CityNews.ca

Maclean’s also recently unveiled its redesigned responsive website following a push by Rogers Publishing to move all its websites to responsive design. The move has seen page views increase 35% and pushed mobile and tablet usage up 63% across Rogers properties, according to a release.

Chatelaine, another Rogers-owned magazine, recently expanded its radio presence recently with a cross-country Valentine’s day episode of the Chatelaine radio show.

The Edge launches new lineup - Lots of changes.


Corus Radio Toronto’s 102.1 the Edge, has announced a diverse new weekday lineup of on-air personalities to bring the best of music, pop culture, irreverent humour and topical engaging entertainment to audiences. The new station roster makes its debut Monday, March 31.

Morning drive will be hosted by Dominik Diamond, Josie Dye and Greg Beharrell from 5:30 a.m. to 10 a.m.

Dominik has extensive international experience as host at BBC London and BBC Scotland. Most recently, Dominik hosted The Dominik Diamond Morning Show on Halifax’s Radio 96.5 and prior to that was the very popular evening host on the Edge’s brother station Q107.


Josie is no stranger to the Edge. She has been the station’s midday announcer and host of the nationally syndicated Josie’s Top 20. She has also been the host of Oh So Cosmo on Cosmopolitan TV.
Greg is a writer, comedian, performer and multiplatform content creator, who currently hosts the evening show on the Edge and is a video contributor to the world famous funnyordie.com.


Middays will be hosted by Carlos Benevides from 10 a.m. to 2 p.m. Carlos, a former Edge announcer, comes from Corus Radio Kitchener’s 91.5 the Beat, where he is currently the morning show co-host on The Beat Breakfast.

Afternoon drive will be co-hosted by “Fearless” Fred Kennedy and Melani “Mel” Mariani from 2 p.m. to 7 p.m. Fred joined the Edge in 2009 and has since been the station’s afternoon drive host, as well as host of TELETOON’s Fred at Night. He will be joined by new co-host, Mel, who has been featured during the weekends on the Edge.

Evenings will be hosted by Adam Ricard from 7 p.m. to midnight. Adam is a weekend veteran of the Edge and has frequently hosted live concert performances and artist interviews for the Edge’s Sugar Beach Sessions at Corus Quay.

“We're excited to introduce this sharp-witted lineup to both new and long-time listeners of the Edge,” said Blair Bartrem, Senior Brand Director, 102.1 the Edge. “These on-air personalities each bring their own unique voice and distinct sense of humour that will make the station Toronto’s alternative destination for great comedic banter, relevant interviews and amazing music.”

Tune in to 102.1 the Edge on the FM dial or listen live at www.edge.ca.