Advertising and Market Research Handbook

Topics: Advertising, Marketing, Online advertising Pages: 49 (2452 words) Published: April 20, 2014
Entertainment, Media & Advertising
Market Research Handbook 2013-2014

Richard K. Miller & Associates
————— since 1972 —————

ENTERTAINMENT, MEDIA & ADVERTISING
MARKET RESEARCH HANDBOOK 2013-2014
13th Edition
RKMA MARKET RESEARCH HANDBOOK SERIES

By: Richard K. Miller and Kelli Washington

Published by:
Richard K. Miller & Associates
4132 Atlanta Highway, Suite 110
Loganville, GA 30052
(888) 928-7562
www.rkma.com

Richard K. Miller & Associates
————— since 1972 —————

ENTERTAINMENT, MEDIA & ADVERTISING
MARKET RESEARCH HANDBOOK 2013-2014
13th Edition
RKMA MARKET RESEARCH HANDBOOK SERIES

Copyright © 2013 by Richard K. Miller & Associates
All rights reserved. Printed in the United States of America. Use of the electronic edition of this publication is limited to internal use within the purchasing organization. The electronic edition may be stored on computers, Intranets, servers, and networks by organizations which have purchased this publication, and those for which an employee has made such purchase. Copies, including multiple copies, may be printed from the electronic edition for use within the purchasing organization.

Libraries may store the electronic edition on an archival database or proxy server for access by library users. Governmental agencies purchasing this publication may share the content within the agency or department. Universities and colleges may share the information within their campus, but not with other universities. Membership associations may use the information within their internal organization, but may not distribute to their membership.

This publication may not be stored on Internet websites, nor may it be file-shared through the Internet. This publication may not be resold or distributed without prior written agreement with the publisher. While every attempt is made to provide accurate information, the author and publisher cannot be held accountable for any errors or omissions.

ISBN Number: 1-57783-185-3

Richard K. Miller & Associates
4132 Atlanta Highway, Suite 110
Loganville, GA 30052
(888) 928-7562
www.rkma.com

CONTENTS

PART I: MARKET SUMMARY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 1

MARKET ASSESSMENT: ADVERTISING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.1 Advertising Spending.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.2 Measured Ad Spending by Sector. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.3 Top Spending Advertisers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.4 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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CONSUMER USE OF MEDIA & THE INTERNET. . . . . . . . . . . . . . . . . . . . . . . . . . 2.1 State Of The Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.2 Media Activities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.3 Time Spent Using Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.4 Internet Use. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.5 Cross-Platform Consumer Behavior. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.6 Online Activities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.7 Smartphone Users.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.8 Online and Mobile Video. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.9 Market Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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