Boomers See Mobile Ads As Turn-Off. While a significant amount of ad dollars are being reallocated to digital, marketers looking to reach Baby Boomers may be wise to stick with radio. A new report from eMarketer shows Boomers do not respond well to mobile advertising on their smartphones. According to the numbers, less than 8% of the Boomer generation said they would likely purchase a product advertised on their mobile phone, and only 5% want to receive ads on their smartphones. Also, only 13.4% said they regularly used a mobile device to hunt for deals while shopping. While advertisers face an uphill climb to reach Baby Boomers on mobile devices, the demographic is easily accessible via broadcast radio. According to Nielsen’s Q2 Total Audience Report, radio users age 50-64 spend a staggering 68 hours, 46 minutes per month using radio—and likely hear plenty of spots. Even if Boomers are generally accustomed to listening to terrestrial radio, having grown up with the medium, they actually have embraced smartphone technology. EMarketer estimates 59.3% of Americans have a smartphone and, among Boomers, 64.4% of mobile phone users have a smartphone. In contrast, 90.2% of mobile users ages 25-34—a.k.a., Millennials—own a smartphone. While Millennials may be more likely to embrace digital technology, that doesn’t necessarily mean they’re an easy target for advertisers. New research shows many adults 25-34 are using ad-blocking technology when viewing digital content—63% of Millennials use ad-blocking software, according to a Moz and Fractl survey from July 2015. Globally, 31% of Millennials blocked ads online, according to Q2 2015 data from GlobalWebIndex. Respondents to the Fractl/Moz poll said they found some digital ads were relevant, including retargeted ads, social media advertising and paid search ads. Mobile ads, however, fared poorly, the report said.
Tuesday, September 22, 2015
Tuesday, September 8, 2015
US Competitive Info: Magazines Tumble, Debate Ads Rumble. Magazine newsstand sales continued their steady decline in the first half of 2015, according to new figures from MagNet, reported by MediaPost. Total volume of magazines distributed to wholesalers dropped 2.6% to 784 million units comparted to the first half of 2014. But the number of issues sold had a steeper decline, tumbling 18.5% to 207.5 million. Dollar value of magazine sales decreased 13.9% to $1.11 billion. One caveat noted by MagNet is the new numbers may not be an apples-to-apples comparison due to the closing of magazine distributor Source Interlink and the lack of figures from Barnes & Noble. Still, no turnaround is in sight for magazine newsstand sales. MagNet says preliminary data for July and August point to sales falling further in the second half. Meanwhile, the chord that Donald Trump has struck among voters is reverberating for CNN ad sales. The cable news network is asking for 40 times its normal rate for a 30-second spot during the next Republican debate. CNN is charging up to $200,000 for a :30 during the top-tier debate, compared to the $5,000 it typically charges for a primetime spot. Ad Age says that puts the debate ad rates on par with those charged by broadcast primetime series. Even the debate among lower ranking candidates will fetch $50,000-$60,000 per spot, according to Ad Age. The audience delivered by the first Republican presidential debate has primed the pump for CNN. The August 6 debate drew 24 million viewers to Fox News, making it the most-watched nonsports event in cable TV history.
Wednesday, September 2, 2015
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TORONTO (September 1, 2015) – Top NHL Draft picks Connor McDavid and Jack Eichel face off in EA SPORTS™ NHL® 16 during a special sneak preview of the game featured exclusively on TSN platforms. Coverage of McDavid battling Eichel for NHL® 16 bragging rights will be featured today on SPORTSCENTRE and TSN.ca in advance of the game’s release on September 15, 2015.
TSN’s BarDown also follows the McDavid-Eichel showdown, bringing fans live updates and behind-the-scenes content on BarDown.com, on Twitter at @BarDown, plus on TSN’s official Snapchat, Facebook, and Instagram accounts.
“Working with EA SPORTS™ was a natural partnership for us,” said Ken Volden, Vice-President and Executive Producer, Studio Production and News and Information, TSN. “The opportunity to feature two of the brightest young stars in the game, playing the hottest video game on the market was a no-brainer. This is the type of authentic content we love to bring our fans.”
In addition to TSN teaming up with EA SPORTS™, RDS will be showcasing the French-language LE CHALLENGE HOCKEY RDS EA SPORTS™, which features 16 NHL players going head-to-head in an NHL® 16 tournament. The 18-episode series begins in December 2015 and culminates with the winner earning $20,000 for the charity of their choice (visit RDS.ca for more information).
Hockey on TSN
TSN’s best-in-class hockey news and information programming includes TIM HORTONS THAT’S HOCKEY, THAT’S HOCKEY 2NITE, SPORTSCENTRE, and the network’s slate of signature NHL specials including TRADECENTRE, FREE AGENT FRENZY, FANTASY DRAFT, TOP 50 PLAYERS, and BOB MCKENZIE’S DRAFT RANKING. TSN’s hockey programming also includes live coverage of the Toronto Maple Leafs, Ottawa Senators, and Winnipeg Jets as part of its package of 130+ regional NHL games.
SOCIAL MEDIA LINKS
Click here for a list of all TSN Twitter accounts
TSN is Canada's Sports Leader and #1 specialty network. With a broad portfolio of multimedia sports assets, TSN delivers world-class content across its industry-leading platforms including five national television feeds, TSN.ca, TSN GO, and TSN Radio stations across the country. With more championship events than any broadcaster in the country, TSN’s roster of live sports programming includes the Grey Cup, IIHF World Junior Championship, CFL, NFL, NBA, MLS, Toronto Maple Leafs, Ottawa Senators, Winnipeg Jets, Season of Champions Curling, UEFA Euro 2016, MLB, Barclays Premier League, Golf’s Majors, NASCAR, F1, Grand Slam Tennis, NCAA March Madness, and Skate Canada and Rugby Canada events. TSN is a division of Bell Media, which is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company.
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Tuesday, August 11, 2015
Posted: Tuesday, August 4, 2015 1:15 am
Those two sounds—the “ka-ching!” of cash registers and the “vroom!” of new autos being sold—are favorites for radio, and with auto sales hitting record levels, it’s vital for radio to keep a close eye on its No. 1 advertiser, and find the best ways to keep the dealership ad money flowing.
Automotive sales will account for $1.75 billion in radio ad spending this year, according to BIA/Kelsey. Estimates from Kelly Blue Book and Edmunds call for monthly new vehicle sales for July to reach 1.47 million units, and an annual adjusted rate of 17.1 million. For July, the eight major manufacturers are expected to show year-to-year gains. Analysts credit a healthier economy and demand for trucks, SUVs and luxury vehicles with fueling the positive gains. Indeed, as the overall economy has improved and unemployment drops, observers say consumers have started to make big-ticket purchases again, including new vehicles. Particularly in an off-election year, automotive advertising is critical for radio stations.
The question is: How do you grow radio’s ad money commensurate with this, especially in a competitive media market? Jim Doyle, principal of Jim Doyle & Associates, a sales and marketing firm that specializes in automotive, understands the challenge, while acknowledging that radio broadcasters are at risk of losing auto ad dollars to digital media as more clients look to grow their digital ad portfolio. “I would guess that most of the radio and TV stations are not experiencing record revenue from auto dealers,” he says, calling it a potential “major issue for operators.”
To put that in reverse, Doyle suggests radio broadcasters leverage their local relationships with auto dealers and store general managers (“generals to generals,” Doyle says), adding that stations need to demonstrate the effectiveness of broadcast advertising.
For example, he says, stations can use a dealer’s own Google Analytics to show that traffic to a dealership’s website surges after a radio or TV advertising campaign. “It is tangible evidence of the power of our products,” Doyle says. On the digital front, he advises stations to also show dealers the power of a station’s digital and mobile platforms.