Wednesday, November 12, 2014

Auto Ad Spend Growth Chart - Growing

Auto ad spending’s still growing, slowly, with new models and reboots likely to help in 2015. Radio’s automotive ad sales growth has slowed this year, and while the lure of digital may be partly to blame, just-released figures from Kantar Media project total car industry advertising in 2014 will have its slowest growth since the recession. The firm estimates auto advertising will increase just 1% this year with a current pacing pointing to a tally that will reach $16.25 billion. “Total measured ad spending has grown each year since 2010 and is on track to continue that streak in 2014,” Kantar Media chief revenue officer Jon Swallen said yesterday. But the post-recession marketing budgets are merely back to what the car industry spent in 2002. Still, it’s considerably better than the low point of $11.1 billion in 2009. “Since bottoming out, ad spending has increased more than 40%,” Swallen noted during a webinar. Manufacturers still spend the most, accounting for about 60 cents of every dollar spent, but regional associations and local dealers have been pumping more money into the marketplace. That’s good for radio since it’s where most of the industry’s auto ads originate. Some groups are experiencing just that. “Auto is an example of an improving trend on radio, up 4% in the quarter with the entire growth in auto coming from local,” Journal Communications president/ COO Andre Fernandez said two weeks ago when the company announced its quarterly earnings. The Kantar data shows car ad spending still tracks closely with car sales. “Post-recession consumer demand for new vehicles has improved sharply and the auto industry has followed suit with higher ad spending,” Swallen said. “The near-term sales forecast remains bullish and coupled with a large number of new model introductions and re-launches that manufacturers have scheduled, auto advertising appears to be on a healthy trajectory into 2015 and 2016,” Swallen said.

The auto jump ball: print dollars. Since coming out of the recession, Kantar Media says radio’s take of automotive advertising dollars has been fairly steady. At the same time internet display ads overtook radio, taking in more than $1.1 billion in 2013. Television remains the medium of choice, capturing10.5 billion last year. “That’s roughly two out of three dollars of automotive spending,” Kantar chief research officer Jon Swallen pointed out. But it’s newspapers and magazine dollars where radio sellers may find the most opportunity. “That media channel is losing share of budget,” Swallen said. “Auto spending on print media has tumbled — newspaper and magazine spending is down nearly 60% as compared to 2004.” While he sees more manufacturers and local dealers shifting dollars into digital, Swallen says there’s no data showing what the right media mix is. “There’s no one magic formula,” he said. “There are many different pathways to get to a successful outcome.”

Radio’s auto lane may be TV’s ‘traffic jam’ of ads. It’s not often that radio can position itself as the uncluttered option, but when it comes to auto advertising a new analysis by Kantar Media may help make the case. It analyzed all the local newscasts on more than 60 television stations in the top 10 markets during April. “The results were quite sobering,” chief research officer Jon Swallen said, pointing to the risky side of a decision by the car industry to put nearly two-thirds of its spending in one medium. The analysis showed 60% of TV auto ads during the local news air in a pod with multiple car commercials and a third were in pods with three or more ads. “On average there were 1.71 auto ads per pod in local news,” says Swallen, noting that means little or no separation between intra-category spots. Kantar doesn’t measure advertising effectiveness, but the suggestion is the competitive ad clutter is likely to diminish how well any given spot cuts through to consumers. Kantar also found some risks to online campaigns, particularly on social media. It found that although viral video can build a buzz that lasts longer that a typical broadcast commercial, an analysis showed that it can also serve to build interest in a competitor. When Ford released its aluminum body F-Series truck last January, its rival Chevy Silverado had a lot more chatter on social media too — even surpassing Ford at one point.

Do you know the age you should be targetting ? Marketing to Mothers

As marketers, we often define our female consumer target with the usual demographics: her age, her career orientation, household income.
But what if, instead of characterizing a female consumer by her own age, we considered the age of her children?
Statistics prove that motherhood in North America is not a one-age-fits-all milestone. Specifically, the age of mom when this life-changing event takes place differs by geography and is rising over time. Did you know:
And as mom’s age at childbirth varies across women, so too does the age of her children; and it should be no surprise that the age of her children has a substantial influence on her values, priorities, behaviours and brand loyalty drivers. In our latest research, Harbinger identified three specific consumer life stages, which reflect how the things a woman cares about evolve as her children pass milestones of their own: birth, starting school and fleeing “the nest.”
Some values, behaviours and loyalty drivers emerged consistently important across women; examples include the high priority of relationships and family, and the influence of value and efficacy on brand loyalty. But there are some significant differences.
Meet the “Pre-school Mom,” the “School Mom” and the “Zoomer Mom”:
Pre-school Mom
This life stage begins when a woman has her first child, and she remains here until all of her children have started full-time school (up to five years). Pre-School Moms in our study average 32 years old. The Pre-school Mom life is overwhelmingly consumed by her children, and personal priorities such as her career, health and fitness and her friends fall dramatically.
More than other moms, she seeks brands that make her life easier and make her feel good about herself; Pampers and LG are brands that only this mom group named among their top 25.
School Mom
This life stage starts once all of mom’s children reach school age (five years) and lasts until each has reached adulthood or independence (21 years). School Moms in our study average 42 years old.
When a woman transitions to School Mom, her time and attention shift away from her kids and spouse back toward herself and friends. This trend persists as her children mature, and though still important, raising children becomes an increasingly lower priority.
Her brand influencers are more likely to include alignment to her personal values and nostalgia, with Jif, Dawn, Lysol, Heinz and Clorox ranking higher among this mom group’s favourites.
Zoomer Mom
A mom becomes a Zoomer when her children reach adulthood and independence (21 years); she is also likely contemplating retirement. In our study, she averages 62 years old.
By the time she reaches this life stage, her priorities have shifted dramatically from growing her children and advancing her career to pursuing leisure and wellness.
An experienced consumer, she is least likely to be influenced by emotional drivers, such as feeling good about herself when purchasing or using a brand, or by recommendations. Olay, HP and Samsung are a few favourite brands that ranked higher with these moms.
So what does this mean to marketers?
Mom’s preferences, purchase behaviours and loyalty drivers vary by life stage – not her age alone.
By failing to consider family composition, marketers run the risk of generic programs and failing to build meaningful connections with distinct groups of moms.
If marketers broaden their target consumer definition to include life stage, brand decision-makers and agency partners will be much better positioned to design a compelling brand purpose and focused programs, which leverage the similarities and differences among moms.
So, the next time you ask her age, don’t forget to ask how old her kids are, too.

Tuesday, November 4, 2014

Wade McNeill Hour on the Edge

Corus Radio Toronto’s 102.1 the Edge announces the launch of The Wade MacNeil Show weeknights beginning Monday, November 3 from 6 p.m. to midnight. Listeners will get an exclusive backstage pass into the world of alternative rock from host, Wade MacNeil, as he draws upon his tour experiences and highlights the ins and outs of Canada’s underground music scene.
Along with regular guest interviews, listeners will hear unique features like Locals Only, Wade’s nod to the local music scene in Toronto and around the world, and Born Too Late, a nightly throw-back of songs from the late 70’s and 80’s that started it all and are featured regularly on the Edge’s Sunday afternoon series, Spirit of Radio Sundays.
Wade is no stranger to the spotlight. For 11 years, he was the guitarist for one of Canada’s most successful post-hardcore bands, Alexisonfire, and is currently the lead singer of U.K.-based band, Gallows. From clubs, arenas and amphitheatres across North America to Europe’s biggest rock festivals, Wade’s musical career has given him an encyclopedic knowledge on music and pop culture.
“As a musician, Wade brings a completely unique and personal perspective of the music industry to Edge listeners,” said Dave Farough, General Manager, Corus Radio Toronto. “We’re thrilled to have him join our on-air roster, engaging fans with stories from the road and sharing his take on new emerging artists.”

Monday, October 20, 2014

Sales by commodity, all retail stores – Seasonally unadjusted

Sales by commodity, all retail stores – Seasonally unadjusted – millions of dollars

Second quarter 2013r
| First quarter 2014r
| Second quarter 2014p
| Second quarter 2013 to second quarter 2014

% change
Commodity, total
Food and beverages
Health and personal care products
Clothing, footwear and accessories
Furniture, home furnishings and electronics
Motor vehicles, parts and services
Automotive fuels, oils and additives
Hardware, lawn and garden products
Sporting and leisure goods
All other goods and services

Retail sales increased 5.2% from the same quarter a year earlier to $132.9 billion in the second quarter, the largest year-over-year growth since the first quarter of 2012. Higher sales were reported in all 10 major commodity groups.
Sales of motor vehicles, parts and services rose 5.1%, the fifth consecutive quarterly increase. Sales of new trucks, vans, minivans and sport utility vehicles (+7.6%) were the largest contributor to the gain. According to the New Motor Vehicles Sales Survey, the number of trucks sold was up 7.3% from the second quarter of 2013. Sales also grew for used vehicles (+6.8%) and automotive parts and accessories (+2.8%).
Sales of automotive fuels, oils and additives grew 12.3% year over year in the second quarter, while consumer prices for gasoline increased 6.1% over the same period.
Receipts for food and beverages rose 3.9%. Most of the increase came from sales of food (+4.4%), led by price-induced gains for fresh fruits and vegetables (+8.4%) and fresh meat and poultry (+8.6%). Sales of candy, confectionary and snack foods increased 7.1% year over year, as Easter shifted to the second quarter in 2014. Food and beverage stores saw their share of sales for food fall from 78.4% in the second quarter of 2013 to 77.5% in the second quarter of 2014, mainly to the benefit of general merchandisers.
Sales of clothing, footwear and accessories rose 4.7%. This increase came mostly from clothing and accessories (+4.5%), led by women's clothing and accessories (+5.7%) and girls', boys' and infants' clothing and accessories (+9.4%). Most of the growth was attributable to a higher volume of sales. Footwear sales grew 6.5%, the second largest increase in nearly two years, led by gains in non-athletic footwear.
Sporting and leisure goods were up 7.1% in the second quarter. A 15.5% increase in the sales of toys, games and hobby supplies accounted for most of the growth. Sales of this commodity can be affected by the timing of new product releases.
Sales of hardware, lawn and garden products grew 2.3%, reflecting higher sales of lawn and garden products (+3.8%) as well as hardware and home renovation products (+1.5%).
Furniture, home furnishings and electronics sales rose 1.8%, the largest year-over-year increase since early 2011. This increase was led by commodities associated with home buying and renovation, such as floor coverings and tiles (+7.2%) and indoor furniture (+3.0%). Tempering the gains were lower sales of home electronics, computers and cameras (-3.4%), the commodity group's 10th consecutive decline.