Global Media Intelligence Report

The world(prenominal) Media cognition paper September 2010 The world(a) Media recognition propound Companies world-wide lead spend nearly half a trillion vaulting horses on advertising this year. notwithstanding using up that notes wisely is more of a contest now than ever before because of the changes brought some(a)what by the growing wideness of digital media. To meet that challenge, marketers take on dependable info about evolving economic conditions, consumer disbursal patterns, media intake habits and competitor spending levels.And multinational corporations and their agencies need to compargon and contrast these twists across portions and countries. Finally, in that respect is the inexorable globose transform to digital, where both consumers and marketers argon spending more time and money. Yet for all but the near authentic markets, there is a leave out of objective, credible information available to encourage marketers strategize and execute t heir digital marketing plans. Which is scarcely why we created this report. In true collaboration, eMarketer produced this orbiculate Media Intelligence report with the help of Starcom MediaVest convention (SMG).The report covers media usage developments, advertising spending and marketing trends for six regions worldwide, as well up as detailed information for 29 countries. Under the leadership of Kate Sirkin, EVP of international Research, the SMG squad helped identify and gather the intimately construct selective information from leading search sources in both local and core global markets. eMarketer then crunched the numbers, evaluating and analyzing data from aggregate research sources, including SMG and other respected firms that nonplus long presence and deep knowledge of their various(prenominal) geographic markets.We mean this intelligent assembling and analysis approach yields a off the beaten track(predicate) more accurate and objective yield of the glo bal marketplace than any virtuoso research source could provide. We are unfeignedly grateful to the research firms who generously concord to have their data featured in this report, the names of whom are too legion(predicate) to be listed here, but whoremaster be seen in the many citations in the pages that follow. Laura Desmond Global CEO Starcom MediaVest Group Geoff Ramsey CEO and Co-Founder eMarketer Asia-Pacific Overview Australia china India Japan South KoreaAP-1 AP-2 AP-6 AP-9 AP-12 AP-16 CE-1 CE-2 CE-4 CE-6 CE-7 CE-11 LA-1 LA-2 LA-5 LA-7 LA-9 LA-11 LA-15 LA-17 MA-1 MA-2 MA-4 MA-6 NA-1 NA-2 NA-6 WE-1 WE-2 WE-5 WE-9 WE-14 WE-16 WE-18 WE-22 EAP-1 ECE-1 ELA-1 EMA-1 ENA-1 EWE-1 Central and east atomic number 63 Overview Bulgaria Czech Republic Romania Russia Serbia Latin America Overview Argentina Brazil chilly Colombia Mexico Peru Venezuela Middle East and Africa Overview Egypt Lebanon Saudi Arabia trades union America Overview Canada US Western Europe Overview France G ermany Italy Netherlands Portugal Spain UK EndnotesAsia-Pacific Central and Eastern Europe Latin America Middle East and Africa northwards America Western Europe The Global Media Intelligence cross September 2010 i Executive Summary Take a global advertising/media industry that has been handout through seismic changes ( close to notably, the inexorable conjure up toward digital channels), add a worldwide fadeout, and you have a situation that can confuse compensate the savviest marketers. The purpose of this Global Media Intelligence report is to help you make sense of the often-conflicting data and shed some light on the trends that pass on have the roughly impact on your business.Some of the most obviousand the most important I The global recess sped up the shift of marketing dollars to digital in self-aggrandising developing markets such as China, India and Brazil. I Mobile surround usage has execute the dominant form of communication in emerging markets, in some case s even overtaking TV. I In developed regions, marketers can engage the consumer at multiple access points (e. g. , TV, online, unstable, out-of-home) virtually simultaneously, providing opportunities for cross-channel and integrated campaigns. But the data too gives a glimpse into early-stage developments that should give marketers food for thought.For example I Is the aging of the large UK lucre sense of hearing an early indicator of a trend that could lead to greater brainwave end-to-end Western Europe? I habituated the disparate internet adoption judge throughout Central and Eastern Europe, lead fluid be more bewitching to marketers in the region? I The recession accelerated the shift of budgets to the Asia-Pacific region go out that pace of change continue? I What accounts for the relatively strong media markets in Latin America compared with the rest of the world? I How can marketers make the most of opportunities in the Middle East and Africa, which, while mollify relatively mall, show the fastest issue rates in the world? I Is the increase in at-home media usage in jointure America a maverick shift spurred by the recession, or does it signalise a permanent change in media expenditure habits in the worlds leading online market? In the chase pages, you will find detailed data that should prove invaluable in constituent you decide which media to use, which consumers to target with which digital platforms, and which regions and respective(prenominal) markets offer the best potential gift on every marketing dollar in 2011 and beyond.The Global Media Intelligence Report September 2010 ii The Global Media Intelligence Report Asia-Pacific September 2010 Asia-Pacific With the exception of Australia and Japan, AsiaPacific weatherworn the global economic recession from 2008 to 2009 remedy than the rest of the largest regional markets in the world. This was collectable primarily to the rising consumer classes of China and India, whose lavi sh potential remains to be tapped. numerous in marketing and advertising believe that Asia-Pacific and other developing regions represent the superior opportunities for industry exploitation.Most agree that the global recession accelerated this shift. eMarketers own data on advertising spending supports this theory. Asia-Pacific is in second place behind spousal relationship America in total media ad spending and will continue to tow away from Western Europe as the market matures, collapseing $173. 2 trillion in 2014. Asia-Paci? c Total Media ad Spending Metrics, 2009-2014 billions, % of total and % change 2009 cosmopolitan Asia-Paci? c % of worldwide % change $465. 1 27. 6% -5. 0% 2010 $482. 6 28. 0% 5. 3% 2011 $495. 0 28. 5% 4. 4% 2012 $523. 4 29. 2% 8. 3% 2013 $543. 30. 0% 6. 6% 2014 $564. 0 30. 7% 6. 3% eMarketer excludes winding advertising from online spending estimates. base on the high penetration of mobile devices in Asia-Pacific, mobile spending should also contr ibute to overall increases in spending on digital media. Asia-Paci? c Online announce Spending Metrics, 2009-2014 billions, % of total and % change 2009 cosmopolitan Asia-Paci? c % of worldwide % change $55. 2 $11. 0 19. 9% 5. 7% 2010 $61. 8 $12. 6 20. 4% 14. 7% 2011 $68. 7 $14. 6 21. 2% 15. 5% 2012 $79. 0 $17. 4 22. 0% 19. 4% 2013 $87. 4 $19. 6 22. 4% 12. 6% 2014 $96. $22. 2 22. 9% 13. 3% notational system includes touchstone ads, search, rich media, video, classi? ed, sponsorships, lead generation and telecommunicate excludes mobile ad spending showtime eMarketer, June 2010 118084 118084 www. eMarketer. com South Korea and Japan consist of experience media usersthe newest generations have been exposed to the internet, broadband and mobile digital technologies for their entire lives, while cured generations have worked with most of the technology pacify in use today. The result is penetration rates of 90% or higher(prenominal) for both traditional and digital media.China and India are at the other end of the spectrum, as the younger generation begins to enter a middle class with high expectations for forward motion and access to all media. This demographic includes young and newly urbanized consumers who make up the fastest-growing universe of internet users in the world, pegged by eMarketer at 581. 6 million in 2010. Australia falls in the middle with a more diverse, Westernized economy. However, government investment in broadband technology over the following(a) six years could vault Australia into a eading position for internet use and media consumption worldwide. Along with South Korea and Japan, Australia already has a well-developed online ad market, accounting for around 20% of total media spending. $128. 4 $135. 1 $141. 1 $152. 8 $162. 9 $173. 2 Note includes direct mail, internet (excluding mobile), magazines, newspapers, outdoor, radio, TV (broadcast and cable), w pass watere-livered pages and other origin eMarketer, June 2010 118083 w ww. eMarketer. com 118083 The region will increase its handle of worldwide ad spending from 28% in 2010 to 30. 7% in 2014.Higher emergence rates will allow AsiaPacific to close in on North America and eventually die it sometime beyond the current visualise period. Online advertising will show double-digit growth from 2010 to 2014, but from a smaller base. By 2014, online ad spending in the region will hit $22. 2 billion, 22. 9% of the worldwide total. Online will increase as a portion of total spending in Asia-Pacific from 8. 6% in 2009 to 12. 8% in 2014, lagging behind the share of dollars that will go online in North America and Western Europe. The Global Media Intelligence Report September 2010 AP-1 AustraliaAs in most developed countries, total media spending dropped in Australia during the recession, with researchers estimating declines of 5% (Carat Insight, March 2010) to 8. 4% (ZenithOptimedia, April 2010 MAGNA, whitethorn 2010) in 2009. This year has brought a fall to g rowth, with all researchers assureing moderate increases in spending through 2012. Spending forecasts this year fulfil around $10 billion. The online picture is rosier, with 2009 growth estimates of at least 9%. Double-digit increases are expected through 2012, when both MAGNA and ZenithOptimedia predict online ad spending ill reach $2. 1 billion in the country. The importance of online advertising in Australia reflects its advanced internet user population. eMarketer estimates that more than two-thirds of people in Australia accessed the internet at least erstwhile a month in 2009. In 2010, internet users reached a total of 14. 8 million and are forecast to hit 16 million in 2014. data from Roy Morgan Single Source Australia indicated that while TV maintained its status as the most widespread medium with 92. 6% penetration, mobile phones surged to become the secondmost-widespread device, at 85. % in 2009. net usage nearly doubled as users spent 7 more hours online per calenda r week in 2009 than in 2005. Web users in Australia are among regional leaders in social media usage as well. tribe in Australia, 2000-2010 millions 21. 3 21. 5 20. 5 20. 7 21. 0 19. 8 20. 0 20. 2 19. 1 19. 3 19. 5 Media Penetration in Australia, 2000, 2005 & 2009 % of adult population 2000 TV viewing audience* Mobile phone owners Magazine readers cyberspace users (home) Newspaper readers** wireless listeners* Pay-TV subscribers 93. 4% 51. 0% 88. 1% 39. 6% 85. 0% 68. 9% 21. 3% 2005 92. 5% 78. 4% 85. 9% 64. % 83. 8% 65. 2% 25. 1% 2009 92. 6% 85. 2% 80. 7% 75. 6% 75. 6% 61. 7% 25. 9% Note ages 18+ *on a normal weekday **past 7 old age excludes community newspapers Source Roy Morgan Single Source Australia, December 2009 provided to eMarketer by Starcom MediaVest Group, June 1, 2010 115347 115347 www. eMarketer. com Demographic professional person? le of Media Users in Australia, 2009 % of total Internet users (home) Mobile phone owners TV viewers* Pay-TV subscribers** Radio listen ers* Magazine readers Newspaper readers*** sexual urge Male Female Age 18-24 25-34 35-44 45-54 55-64 65+ Income