Tomorrow's Marketing Trends - Today

2,134 marketing trends identified as at Apr 18, 2015

2229

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TV Audiences In Worldwide Decline

Trend Summary: Traditional TV viewership for long-format content, such as films, sitcoms and drama series, has declined worldwide over the past year.


A new survey by management consulting and technology services company Accenture plc reports a 13% drop globally in TV viewership and an 11% decline in the USA. Even live TV viewing - especially sports programming - is experiencing a cutback in usage via the traditional TV screen, 10% globally and ...

......

... 9% in the USA. 

The research was conducted online in October and November 2014, with 24,000 consumers in twenty-four nations.

Almost all age brackets saw declines worldwide. Audiences aged 55 and above fell by 6% for movie/TV shows on the big screen, while sports programming experienced a 1% drop.

Moreover, younger viewers aged between 14-17 reflect an even steeper decline, down 33% for movies/TV shows worldwide and 26% for sports TV content.

According to Accenture, 89% of consumers watch long-form video on connected devices.

But this isn’t entirely good news. More than half (51%) say watching online video is a poor experience due to fluctuating internet connections.

A further 42% complained of too much advertising and 33% about buffering of video (the time it takes for video to start playing).

Another 33% said there was a loss of sound or distortions during play.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2015 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6566

Marketers Upbeat About UK Marketing Outlook
Trend Summary: UK marketing budgets increased at an accelerated pace in the first quarter of 2015, the highest leap in a decade.

According to the Q1 quarterly Bellwether Report released today by trade body, the Institute of Practitioners in Advertising, overall marketing budget growth in the United Kingdom during the 2014/15 budget year was  ...

......

... the highest of the past decade.

A net balance (11.8%) of the companies surveyed reported an increase in their marketing budgets during the quarter, almost twice the 6.1% figure of the previous quarter, and almost equalling the levels seen in Q3 2014.

Overall growth for the 2014/15 budget year was the best recorded since 2004/05, with 21.8% of companies indicating that budgets had risen over the twelve-month period.

The highest upwards revisions to marketing budgets in Q1 2015 were made to online media, notching a net balance of plus 8.4%.

Events budgets were also revised higher, recording a net balance of 5.7%, as were direct marketing (5.5%) and main media advertising (2.9%).

Notes Paul Smith, senior economist at Markit Economics and author of the report: "While many commentators await to see what form Britain's post-election economic landscape takes, marketing executives seem to be shrugging off any uncertainty."

The report, commissioned by the Institute of Practitioners in Advertising is based on original data drawn from a panel of around 300 UK marketing professionals.

Read the original unabridged Institute of Practioners in Advertising report.

[Estimated timeframe:Q1 2015 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6565