WARC-2019年美国传统电视广告报告（英文）14页_829kb

US Television Advertising Summary (November 2019)

Core Content

The document provides an analysis of the US television advertising market in 2019, highlighting trends in spending, audience behavior, and the impact of digital media. It draws on data from WARC, MAGNA Global, Nielsen Ad Intel, and other industry sources.

Key Insights

• Television Advertising Spend:

  • Expected to reach $60.5bn in 2019, the lowest level since 2011.
  • TV accounted for 31.0% of total ad spend in 2018, down from 41.0% in 2012.
  • Online display is forecast to overtake TV advertising in 2019, with a marginal lead of $6.6m.

• Market Share and Trends:

  • TV advertising spend is split 50/50 between free-to-air and pay TV.
  • Pay TV's share is increasing, from 32.1% in 2000 to 50.7% in 2018.
  • Digital TV advertising, though growing, remains a small part of the market at $4.6bn in 2018.

• Consumer Behavior:

  • Over 80% of TV viewers use another device while watching, with mobile phones being the most common.
  • American teenagers are leading the shift to online viewing, with cable TV accounting for just 12% of their video consumption in fall 2019.
  • YouTube and Netflix dominate teenage video consumption, together accounting for 72% of their time.

• Cost Trends:

  • TV advertising costs have risen significantly, with CPM (cost per thousand) increasing by 46.4% from 2012 to 2019.
  • Traditional media (excluding TV) has also seen cost increases, but at a slower rate (18.8%).
  • Online display advertising has seen a more manageable cost increase of 6.5% over the same period.

• Marketer Challenges:

  • Advertisers face challenges as consumers seek ad-free environments, with 65% of consumers preferring such options.
  • Despite this, some tech companies, particularly the 'FAANG' group, are increasing their TV ad spend, with Amazon leading the way.
  • Marketers are increasingly interested in multichannel campaigns, which are reported to be more effective than single-channel strategies.

• Streaming and Platform Shifts:

  • Consumers are moving their TV viewing online, but the market is still dominated by linear TV, which accounts for 67.6% of total video consumption.
  • Streaming services are becoming more popular, with over half of Americans subscribing to two or three services.
  • Netflix's subscriber growth has slowed, and it has even lost subscribers in 2019. New platforms like Peacock and HBO Max are expected to enter the market, increasing competition.

• Future Outlook:

  • TV advertising is expected to contract by 6.6% in 2019 but may see a return to growth in 2020, driven by the Olympics and the election.
  • The overall US ad market is forecast to grow by 8.8% in 2020, outpacing TV growth.
  • The subscription video-on-demand (SVOD) market is expected to reach $68.6bn globally by 2023, surpassing ad-supported video-on-demand (AVOD) investment.

Main Viewpoints

• TV's Declining Dominance:

  • TV's share of the US ad market has been declining since 2012, and it is expected to be overtaken by online display in 2019.
  • This trend is exacerbated by the rise of digital platforms and the preference for ad-free content among consumers.

• Adaptation by Marketers:

  • Marketers are recognizing the value of TV for storytelling and brand building, even as they face challenges with declining reach and rising costs.
  • The integration of multichannel campaigns is becoming more important for effectiveness.

• Shift to Online Viewing:

  • Consumers are increasingly viewing content online, with a significant portion of their time spent on streaming services.
  • However, the majority of this time is still attributed to linear TV, indicating that traditional platforms remain dominant.

• Emerging Trends:

  • Tech companies are playing a more active role in TV advertising, with Amazon leading the 'FAANG' group in spend.
  • The preference for ad-free streaming services is shaping future advertising strategies and platform choices.

Key Information

• Total TV Advertising Spend (2019): $60.5bn
• TV Share of Total Ad Spend (2018): 31.0%
• Online Display Overtaking TV (2019): Marginal lead of $6.6m
• CPM Increase for TV (2012–2019): 46.4% (from $35.18 to $51.49)
• CPM Increase for Online Display (2012–2019): 6.5% (from $7.46 to $7.95)
• Second-Screening Usage (2019): 82.6% of internet users use another device while watching TV
• Teen Video Consumption (Fall 2019): 72% of time on YouTube and Netflix
• FAANG TV Spend (2018): $2.2bn, up 37.8% from 2017
• Expected US Ad Market Growth (2020): 8.8%
• SVOD Market Forecast (2023): $68.6bn globally

Conclusion

The US television advertising market is undergoing significant transformation, with declining spend and a shift in audience behavior towards online platforms. While TV remains a key medium for storytelling and brand building, the rise of online display and streaming services is challenging its traditional dominance. Marketers must adapt by integrating multichannel strategies and considering the preferences of digital-first audiences.