Archive for March, 2010
FCG Success Story: TBO Launches Its First iPhone App in the iTunes App Store!
FCG has made a pretty significant step towards the future with the release of the first official TBO.com app in the iTunes store. App development is a tougher road to travel than one would think. While our news properties are awash in content, actually moving that content into an app format that will resonate with Apple product users is a challenge.
This app is our first experiment with the process, the first of many more to come.
App Description
Looking for the closest garage sales to you and tired of fumbling with maps? Take the TBO.com Garage Sales App with you.
Using the location of your phone, the map shows where you are in relation to the nearest garage sales, shown as red push pins on the map. Slide around the map, and more pins drop in. Zoom in to get a better look at the map. Tap a pin and get details about the sale. Start driving and the little blue dot follows you, showing you how close you’re getting to the big event.
Want to have your sale included on the map? The app helps with that, too.Garage sale-ing has never been so easy and fun!
And it’s only 99 cents!Info available at: http://www2.tbo.com/deals/iphone-apps/ or look for it in the iTunes App Store on your iPhone or iPod.
Broadcast TV versus Cable TV in Tampa Bay, Part 2
It is a very competitive cable marketplace in Tampa Bay. Division among various cable systems prevents an individual system from reaching the full market. In Tampa Bay, there are four major cable systems and 50 minor cable systems – up to 108 different head-ends an advertiser would need to purchase to fully reach all cable subscribers.
Tampa Major Cable Systems
| Name | Area | Est. Households |
| Bright House | Tampa Bay DMA | 992,790 |
| VerizonFIOS TV | Tampa Bay DMA | 272,100* |
| Comcast | Sarasota / Bradenton | 160,100 |
Source: Nielsen Media Research (February 2010). *Verizon FIOS includes Knology Subscribers (estimated at 27,200 total homes in Pinellas County).
By only advertising on Bright House, an advertiser’s commercial will not be seen by 44% of the Tampa Bay Market! Alternatively, advertising on a broadcast channel like WFLA, you will reach all of these homes, regardless of how they receive their TV signal.
Source of Television Signal – Tampa Bay DMA
Due to the rise of satellite and VerizonFIOS, Bright House Cable’s penetration in the Tampa market is slipping quickly. In fact, their penetration is down 8% in the past two years, and declining more every month. You can see the effect of Verizon, as Bright House’s penetration among cable homes is declining even faster than their penetration of the total market. While Bright House used to have a monopoly hold on the cable market in Tampa, Verizon has caused them to lose 15% of their share of the cable market in three years.
Broadcast TV versus Cable TV in Tampa Bay, Part 1
The FCG Research Team just finished up updating our annual presentation comparing broadcast television advertising to cable television advertising. Here are some great research tidbits from that presentation:
Broadcast Television Strengths
- According to bi-annual studies conducted by the Television Bureau of Advertising and Nielsen Media Research, the public consistently perceives broadcast television as the most influential, most authoritative, most exciting and most persuasive advertising medium. Despite the attention given to cable news networks such as Fox News and CNN, broadcast TV is also consistently seen as the primary news source, the first choice for weather, traffic and sports and the most involved in community.
Primary Source for News
First Choice for Weather, Traffic and Sports
Most Involved in Community
Source: TVB, Nielsen Media Research Custom Survey 2008. Graphs illustrate Adults 18+.
- In February 2010, the combined 9 broadcast networks delivered a total of 35.4 household ratings points in prime. In comparison, it took 42 cable networks combined to deliver 29.4 household rating points. On average, each broadcast network delivered more than 5 times as many households viewing as any cable network. Source: Nielsen Media Research, February 2010
Cable and ADS Penetration in Tampa
- Although market average cable penetration is 79%, the individual county coverage varies wildly, ranging from 37% to 88%. In fact, SIX out of 10 counties in the Tampa DMA have cable penetrations under the market average.
- Like cable coverage, although market average ADS penetration is 16%, the individual county coverage varies wildly, ranging from 7% to 56%. In fact, five out of 10 counties in the Tampa DMA have ADS penetrations over the market average.
| County | Cable Penetration | ADS Penetration |
| Citrus | 75% | 22% |
| Hardee | 37% | 42% |
| Highlands | 40% | 56% |
| Hernando | 71% | 27% |
| Hillsborough | 80% | 15% |
| Manatee | 86% | 13% |
| Pasco | 77% | 15% |
| Pinellas | 88% | 7% |
| Polk | 65% | 29% |
| Sarasota | 87% | 12% |
| Mkt Avg | 79% | 16% |
Source: Nielsen Media Research, February 2010
- Cable penetration in the Tampa market had been declining from 2002 to 2008. Since the arrival of competing cable system VerizonFIOS in the Tampa Bay area in Spring 2006, overall cable penetration is on the rise in the market.
- Although penetration of Alternate Delivery Systems (ADS) such as Satellite has been declining in the past year, overall market penetration still remains above 16%. Advertisements placed on local cable systems are not received by ADS homes.
Trends in Multicultural Ad Spending
Attached is a report from Nielsen on Multicultural Advertising Spending Trends in 2009 , which takes a look at advertising targeted towards Spanish-Language and African-American segments. According to the report, spending on Spanish Language and African-American media declined 4.7% and 7.3%, respectively, in 2009. The declines are consistent with the trend in overall advertising, although are not as deep.
Spanish Language Ad Spending: Nielsen found that Spanish Language advertising was down 4.7% in the U.S. last year. A total of $5.4 billion was spent on all Spanish Language media in 2009, down almost $270 million from the previous year. The slide was paced by significant declines in National Magazine and Local Newspaper advertising, which were down 38% and 25%, respectively.
The decreases in print media were offset by a 32% increase in Spanish Language Cable advertising. Nielsen found that 19 of the top 20 advertisers in the medium increased their ad spends year over year.
Spot TV was the top cash generator for Spanish Language media in 2009 with an estimated $1.4 billion in ad sales, down 10% compared to the previous year.
| Spanish Language Media | |||
| Media Type | 2008-$ (000) | 2009-$ (000) | % Change |
| Local Magazine | 988.2 | 0.0 | -100.0% |
| Local Newspaper | 103,144.6 | 77,059.5 | -25.3% |
| National Magazine | 182,096.7 | 112,558.7 | -38.2% |
| Spanish Language Cable TV | 323,065.0 | 426,959.4 | 32.2% |
| Spanish Language Network TV | 2,982,158.3 | 2,866,092.5 | -3.9% |
| Spot Radio | 567,233.9 | 562,481.3 | -0.8% |
| Spot TV | 1,559,307.8 | 1,402,754.4 | -10.0% |
| Total | 5,717,994.5 | 5,447,905.7 | -4.7% |
| Source: The Nielsen Company | |||
African-American Ad Spending: Spending on African-American media saw a similar decline of 7.3% in 2009. The decline was paced by decreased spending in Network TV (-72%) and National Magazines (-33%).
Increased spending on Cable TV helped balance out the losses. Advertisers spent 35% more on African-American Cable in 2009, thanks to added spending by each one of the top 20 advertisers in the category.
Spot Radio earned the most revenue among African-American media in 2009. Advertisers spent $748 million on the medium last year, almost 10% less than in 2008.
| African American Media | |||
| Media Type | 2008 $ (000) | 2009 $ (000) | % Change |
| Cable TV | 539,193.6 | 728,440.8 | 35.1% |
| National Magazine | 530,766.1 | 353,806.7 | -33.3% |
| Spot Radio | 826,824.5 | 747,794.7 | -9.6% |
| Network TV | 95,524.8 | 26,626.8 | -72.1% |
| Syndicated TV | 110,638.4 | 92,935.8 | -16.0% |
| Total | 2,102,947.5 | 1,949,604.8 | -7.3% |
| Source: The Nielsen Company | |||
Product Categories: The top spending product category for both Spanish Language and African-American media was Quick Service Restaurants. Advertisers within the category spent $335 million on Spanish Language media and $87 million on African-American media. McDonald’s was the top fast food advertiser in both media segments. The Automotive category was the next highest spender in both multicultural media. Spending in Spanish Language was down 39% in 2009, paced by double-digit percent losses by each of the top five auto advertisers. Spending by the auto industry in African-American media was down 18% year over year.
The category showing the most growth among the top 10 Spanish Language advertisers was Satellite TV providers. Advertisers in this category upped their ad spends 77% in 2009, as satellite TV companies made the pitch for their services in the run up to the DTV transition in June 2009.
| Spanish Language Categories | |||
| Product Category | 2008-$ (000) | 2009-$ (000) | % Change |
| RESTAURANT-QUICK SVC | 293,652.9 | 334,593.0 | 13.9% |
| AUTOMOTIVE | 528,577.9 | 323,230.0 | -38.8% |
| TELEPH SVCS-WIRELESS | 316,808.3 | 305,463.7 | -3.6% |
| STORE-DEPT | 307,345.4 | 294,420.8 | -4.2% |
| SATELLITE COMM SVCS | 134,658.1 | 238,744.6 | 77.3% |
| DIR RESP PROD | 220,632.3 | 237,227.6 | 7.5% |
| BEER | 165,045.9 | 171,677.7 | 4.0% |
| LEGAL SVCS | 89,684.3 | 123,847.0 | 38.1% |
| MOTION PICTURE | 112,015.0 | 99,846.5 | -10.9% |
| INSURANCE-AUTO | 144,305.0 | 98,084.0 | -32.0% |
| Source: The Nielsen Company | |||
Insurance companies showed the most growth among the top 10 African-American media spenders. General Insurance and Car Insurance categories placed 8th and 9th after increases of 29% and 24%, respectively. The Motion Picture category showed similar growth, increasing its spend 24% to $72 million.
| African American Categories | |||
| Product Category | 2008-$ (000) | 2009-$ (000) | % Change |
| RESTAURANT-QUICK SVC | 72,909.6 | 86,906.8 | 19.2% |
| AUTOMOTIVE | 105,005.7 | 85,851.1 | -18.2% |
| STORE-DEPT | 76,117.9 | 72,234.3 | -5.1% |
| MOTION PICTURE | 58,094.9 | 71,937.5 | 23.8% |
| TELEPH SVCS-WIRELESS | 52,610.6 | 50,602.5 | -3.8% |
| PHARMACEUTICAL | 50,542.5 | 47,556.1 | -5.9% |
| DIR RESP PROD | 41,810.4 | 43,544.9 | 4.1% |
| INSURANCE | 26,739.2 | 34,378.2 | 28.6% |
| INSURANCE-AUTO | 26,285.0 | 32,521.9 | 23.7% |
| CREDIT SVCS | 23,052.1 | 28,204.4 | 22.4% |
| Source: The Nielsen Company | |||
Here is the complete report from Nielsen: MultiCulturalSpotlight10.23.09
Jennifer
Ted Stasney
