Archive for the ‘Social Media Statistics’ Category

Advertising’s Empire: Super Bowl

Wednesday, February 1st, 2012

The Super Bowl is a monumental event that draws over 150 million U.S. viewers each year. This one event continues as THE television advertising juggernaut. Of the top 30 most viewed television programs of all time, the Super Bowl accounts for 24.  This is the reason advertisers flock to the event – the biggest day of the year for advertising - and why Super Bowl ad spending has reached $1.7 billion. After all, where else can advertisers be guaranteed to reach over 150 million U.S. viewers in one day?

In 2010, a 30-second advertising spot cost $2,700,000 – a 10% decrease from the 2009 rate of $3 million (even the Super Bowl isn’t completely immune to the recession). In 2011, the Fox Network set commercial rates between $2.8 to $3 million per 30-second spot and aired 46 minutes network ads. This year, a 30-second ad will cost approximately $3.5 million.

Does this incredible advertising investment pay off?

  • According to the Retail Advertising and Marketing Association (RAMA) 26% of people surveyed in 2011 believed commercials to be the reason they watched the Super Bowl.
  • In 2011, few viewers tuned away during the commercial breaks, with the spot-to-program retention index averaging 100 (Commercial Viewing Index).
  • From 1996-2010, Super Bowl advertisers topped the S&P 500 by an average of 1% in a two-week period surrounding the game.  Many of these companies that used those same ads year-round topped the market even longer.
  • Researchers forecasts that 60 percent of fans watching the Super Bowl this year will also be tied into a second screen, such as a smartphone or tablet.
  • Social media now provides advertisers with instant feedback and increased exposure. “The social media conversation has put more value on a Super Bowl ad, fans will discuss your ads on Twitter and Facebook and then go to YouTube to watch it on demand over and over again,” said Brad Adgate, senior vice president of research at Horizon Media.

The Super Bowl advertising phenomenon is usually credited to Anheuser-Busch, who, in 1989, introduced a promotion call the Bud Bowl – a series of commercials featuring tiny beer bottles playing football. The result: Budweiser sales soared by 17% the month following the commercial. That year, 1989, “the king of beers” crowned Super Bowl as the television advertisement empire, and it grows stronger every year.

If you have questions, contact the market research specialists at Observation Baltimore by calling 410-332-0400 or click here today!

Observation Baltimore has been serving the market research industry for two decades, consistently rated “One of the World’s Best,” by Impulse Survey. Our experienced recruiting is the foundation of our mission, as well as courteous and proactive hospitality and client services.

We understand market research!

Follow us on FacebookTwitterGoogle+, and LinkedIn!

Sources:
Super Bowl XLV Breaks Viewing Record, Averages 111 Million Viewers
Top 100 Rated TV Shows Of All Time
Super Bowl Ad Spend Totaled $1.84B over 20 Years, Rates Quadrupled
Super Bowl Advertising Statistics: An Overview
5 Super Bowl Side Effects
Super Bowl advertisers seek buzz on social media
2011 Super Bowl Consumer Survey Results: Shopping, Spending,
Commercial Viewing

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Handheld Devices: Addiction or Obsession?

Friday, November 25th, 2011

Is there a difference? As a guilty member, I ponder how this mania is affecting our lives, and specifically our relationships?

Observation Baltimore researchers have reviewed the data, and importantly, provide recommendations that may prove helpful even for those of us who would rather remain in denial.

The Facts:

1. A new study suggests that college students worldwide are “addicted” to portable electronic devices, such as cell phones, laptops and MP3 players. But we have a feeling that this addiction does not just pertain to college students. (HealthDay News)

2. One in eight people consider themselves to be addicted to the Internet. (Internet Addiction Expert)

3. There are 5.3 billion mobile subscribers. That’s 77 percent of the world population. (mobiThinking)

4. There are 302.9 million mobile subscribers in the U.S. That’s 96 percent of population. (mobiThinking)

5. Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile. (mobiThinking)

6. 2.5 billion text messages are sent each day in the U.S. (Neustar)

7. As of November 2011, there are more than 350 million active users [44 percent] currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users. (Facebook official statistics)

8. The average American household spent $1,380 over the past year on consumer electronics.  This makes the CE industry a $165 billion per year industry, thriving in spite of a recession. (Consumer Electronics Association)

9. A Chinese study in 2011 confirmed that intensive use of the Internet changed the size of different parts of the brain. It also altered the way the subjects learned, making computer use more efficient but causing damage to short-term memory and decision-making. (Internet Addiction Expert)

Our obsession may soon be labeled a clinical addiction:  The academic community is investigating creation of a DSM (Diagnostic and Statistical Manual of Mental Disorders) tool to diagnose electronic addition.

If you’re among the “over-wired,” consider the following:

1. Document Time Spent: There are many shareware programs that will track how much time you expend online (many with free trial versions):  Windows “Productivity Calculator” and Firefox “Page Addict.”

2. Create Rules: Commit to offline time, whether it’s an entire day, or just hours per day, define a window to disconnect electronically and reconnect personally.

3. Turn-Off Sound Alerts: Those surrounding you will be thankful, and you’ll experience fewer auditory interruptions.

4. Move Away from the Device: Leave your device out of reach, (especially while driving), and spend time with faces or papers.

Although written somewhat in jest, please be careful not to allow technology to replace people in your life:  “Loneliness is an increasingly common by-product of an over-reliance on technology, which in itself is used as a remedy for the problem it created.” (Erupting Mind)

To find out more, contact the market research specialists at Observation Baltimore by calling 410-332-0400 or click here today!

Observation Baltimore has been serving the market research industry for two decades, consistently rated “One of the World’s Best,” by Impulse Survey. Our experienced recruiting is the foundation of our mission, as well as courteous and proactive hospitality and client services.

We understand market research!

Follow us on FacebookTwitter and LinkedIn!

Sources:

College 101: Cellphones, Laptops, Music Players
Which Technology Devices are Most Associated with Addiction to the Internet?
10 Scientific Studies That Prove Internet Addiction Exists
How Addiction to Electronics Affects the Environment & Our Lives
Wireless Quick Facts
USA Text Message Statistics

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