Traditional media performance indicators 2010/01/20 Samuel-f Parent Ad Spend, Traditional media, Television, Yellow Pages, Newspapers, Magazines, Radio, Out Of Home, Advertising, IAB Canada, Measurement nadbank, Atlanta Journal-Constitution, billboards, new york times, canada, daily newspapers, radio, cinéma, media use, social media, CMUST, satellite radio, télévision, Earth Times, tomtsinas, tom tsinas, france, twitter, IAB Canada, united states, internet, yellow pages, reach, Los Angeles Times, US, magazines, ad spend, out of home

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Updated September 28th, 2010

We talk a lot about the digital revolution that traditional media is being put through: upheaval, readership and audience shrinkage, bankruptcy, pay walls… What’s the situation really like?

Traditional media are not dead – not yet, and not for a while at least. They’re not all as strong as they’ve once been, but they still occupy an important place in the media landscape. Let’s look at the numbers a bit:

Daily Newspapers

  • 48% = daily reach (A18+) in Canada (CMUST – NadBank 2008), they spend 47 minutes daily
    • 44% newspaper reach in Toronto, 48% in Montréal, 48% in Gatineau, 50% in Québec City (NadBank 2009)
    • 47% = daily reach (A18+) for printed newspapers in Canada in 2009 (NadBank 2010)
      • 44% for the Saturday edition, 23% for the Sunday edition
  • 60% = weekly reach (A18+) in Canada (CMUST – NadBank 2008), they spend 223 minutes weekly
    • 71% daily reach for printed dailies in Toronto, 73% in Montréal, 72% in Gatineau, 76% in Québec City (NadBank 2009)
    • The online version of dailies is now 76% in Toronto, 77% in Montréal, 79% in Gatineau and 79% in Québec City (NadBank 2009)
    • 78% of all Canadians 18+ read either a printed or online daily newspaper at least weekly (NadBank 2010)
      • 73% read the printed version,
      • 22% read the online version (obviously there’s duplication here)
        • 4% of online readers NEVER read a printed copy.
    • Readers spend more time with the printed edition than the online edition : 232 minutes weekly vs 125 in Toronto, 232 vs 135 in Montréal, 245 vs 148 in Gatineau, 212 vs 92 in Québec City
    • 25-34 year olds read less newspapers than any other group (66% weekly) vs 79% for 65+ year olds
  • 74% of American adults read a newspaper at least once a week, either printed or online. In certain markets, it’s 90% (Scarborough Research) (thanks @steverubel)
    • 79% of white collars
    • 82% adults with household income over $100k
    • 84% university grads
  • -44.24% = drop in total revenue (print + online combined) for newspapers in the US between 2006 and 2009. (NAA 2010)
  • 19% of American adults have visited a daily newspaper’s website in the last week (Scarborough Research)
  • 70% of American adults read at least one printed daily newspaper weekly (Scarborough Research)
  • 55% of Chinese citizens and 53% in Hong Kong say daily newspapers are an important part of their day (Media Asia)
  • Between 2005–2009, unique visitors to daily newspaper websites have gone from41,1 million to 71,8 million, while revenue has dropped from $22.2 billion to $12.2 billion (1st half of each year) (Newspaper Association of America)
  • 69% trust that newspaper articles are verified and exact.  (North America – Nielsen Online Global Consumer Survey – July 2009)
    • 57% day their daily paper’s website is their primary daily news destination (NAA-comScore 2010)
  • 61% trust advertising in daily newspapers.  (North America – Nielsen Online Global Consumer Survey – July 2009)
  • 31% of newspapers bosses believe it’s easy to find similar content elsewhere online vs 68% who think it’s rather difficult (American Press Institute eMarketer)
    • 42% of newspapers website users believe it’s easy to find similar content elsewhere online vs 43% who think it’s rather difficult
  • Daily newspapers are the 3rd media in which French citizens trust the most with 19%, behind Internet (29%) and television (20%) (Ifop et Nurun – Influence des médias sur les décisions d’achats)
  • American men spend 2.4 hours a week with newspapers vs 1 hour for women (8+ years old) (TNS Newzoo BV)
  • The average daily paper has 18,000 Twitter fans and tweets 11x daily (eMarketer Bivings Group) (thanks @TomTsinas)
    • The top3 retweeted dailies are : The New York Times, The Atlanta Journal-Constitution and  Los Angeles Times, all over 1200 times in September 2009.
  • The New York Times grew it’s online audience by 10% and print circulation by 2% in 2009. Ad revenues fell 25%. (Wall Street Journal) (thanks @TomTsinas)
  • Pay wall shrunk NewsDay.com’s reach by 21% between October and November 2009 (Nielsen). Page views fell  34%.
  • Coupons use increased 36% in 2009 – Sunday flyers account for 70% of all coupon use in the US (Borrell Associates)
  • 8-18 year olds (Gen M2) spent an average 3 minutes daily with newspapers in 2009 vs 7 in 1999 out of a total 10:45 hours of media time daily (Kaiser Family Foundation – Harris Research)
  • Newspaper websites attract 37% (72M UVs) of all Americans online monthly (Nielsen).
  • American daily newspapers cut 105 000 jobs between 2001 (414 000 jobs total) and 2009 (309 000 jobs total). (US Census Bureau) The job loss rate between 2001-2006 was 3,5% yearly.  it was 5% between 2007-2009.
  • -47% = page views and reach drop at Newsday.com after they added a pay wall. (Nielsen janvier 2010)
  • 3.3 readers per copy on average in 2009 – 7.5% growth in 3 years (Scarborough Research).
  • -8.7% = drop in circulation weekdays among the top 604 American newspapers between March 2009 and March 2010 (ABC 2010)
    • -6.5% =  drop in circulation on Sundays among the top 548 editions.

Magazines

  • 31% = daily reach (A18+) in Canada (CMUST – NADbank 2008), they spend 14 minutes daily on average
  • 51% = weekly reach (A18+) in Canada (CMUST – NadBank 2008), they spend 99 minutes weekly on average
  • 528 000 magazine readers in Canada in 2010 vs 527 000 in 2009 (PMB – Infopresse)
    • The top 5 magazines in Quebec are :
    • 1. Qu’est-ce qui mijote? (1 372 000)
      2.       Coup de pouce (1 229 000)
      3.       Touring (1 113 000)
      4.       Sélection du Reader’s Digest (1 013 000)
      5.       Châtelaine (951 000)
  • 8-18 year olds (Gen M2) spent an average daily 9 minutes in 2009 with magazines vs 15 minutes in 1999 out of a total 10:45 hours of media time (Kaiser Family Foundation – Harris Research)
  • 300 million subscribers to American magazines in the US (HearstCorpComm – counting much duplication)
    • Ad recall in magazines increased 13% in the last 4 years
    • 18-34 year olds read more magazines than do 35+ year olds
    • The average reader spends 43 minutes per issue
  • -25% : drop in ad pages sold between 2008 and 2009 (Publisher Information Bureau)
  • -5.3% : drop in copies sold in newsstands in the US in the first 6 months of 2010 vs 2009. 21% of titles dropped more than 20% (Audit Bureau of Circulation)
  • Internet won’t kill magazines

Television

  • 82% = daily reach (A18+) in Canada (CMUST – NadBank 2008) – (BBM reports 87%), they spend 115 minutes daily
  • 93% = weekly reach (A18+) in Canada (CMUST – NadBank 2008) – (BBM reports 96%, PMB 97%), they spend 818 weekly (BBM reports 1,894, PMB 1,358)
  • 21% of Quebec Internet users watch TV programs on their computer more than on their TV set (Ad Hoc Recherche)
  • 61% trust television advertising  (North America – Nielsen Online Global Consumer Survey – July 2009)
  • 18% of TV campaigns (traditional) generate a positive ROI
  • 2nd media in which the French have the most trust with 20% – behind Internet (29%), ahead of dailies (19%) (Ifop et Nurun – Influence des médias sur les décisions d’achats)
  • American men spend 10.7 hours weekly watching TV vs 11.2 for women (8ans et +) (TNS Newzoo BV)
  • 65% of American Internet users want to connect their TV to the Internet (eMarketer & Deloitt) (thanks @tomtsinas)
  • 2-5 year old Americans watch 25 hours of TV weekly, 4.5 hours of DVD or video games + 90 minutes on DVR and 45 minutes with a VCR. (Nielsen) 50% of 2-11 year olds TV and Internet separately while the other 50% use both simultaneously. 60% of teens use both simultaneously.
  • 8-18 year olds (Gen M2) spent an average daily 4:29 hours with television in 2009 out of a total of 10:45 hours with all media (Kaiser Family Foundation – Harris Research)
    • Their daily time spent with TV (live) has gone from 3h05 in 1999 to 2h39 in 2009, with DVDs from 27 minutes to 32 minutes, with PVRs (TV on demand) from 14 minutes to 22 minutes.
    • 24 minutes = time spent watching TV via the Internet in 2009, 16 minutes watching TV on their iPod and 15 minutes on their mobile phone.
  • 59% of TV viewers surf the web simultaneously. (Nielsen mars 2010)
    • They watch an average 35 hours weekly of live TV weekly +2 on demand / PVR
    • They spend an average 3.5 hours weekly simultaneously watching TV and surfing the web.
  • TV viewing online is done by 22% of 13 to 54 year olds 2009 (Knowledge Networks – MediaDaily News)
    • 30% for 18-34 year olds specifically.
  • 24% or 58.9 million adult Americans watch complete program episodes online in 2010 (eMarketer 2010/06), this is expected to grow to 29% or 72.2 million in 2011.

Out Of Home

Radio

  • 71% = daily reach (A18+) in Canada (CMUST – NADbank 2008), they spend 109 minutes daily
  • 82% = weekly reach (A18+) in Canada (CMUST – NadBank 2008), they spend 678 minutes weekly
  • 55% trust radio advertising  (North America – Nielsen Online Global Consumer Survey – July 2009)
  • 5th media in which the French have the most trust with 12% – behind Internet (29%), TV (20%), dailies (19%) and POS (13%) (Ifop et Nurun – Influence des médias sur les décisions d’achats)
  • American men spend 4.9 hours listening to radio weekly vs 4.8 for women (8+ years old) (TNS Newzoo BV)
  • 236 million American listeners A12+ weekly, that’s 92.5% of the population (Arbitron 2010/01) (thanks @slanglois) 90% of 12-17 year olds, 86% of 18-34 year olds.
  • 87% of Canadians listen to AM/FM radio (including via Internet) daily. (Angus Reid Strategis – Radio’s Future 2009/06)
    • 28% listen to an iPod or mp3 player daily, 35% never ever use this technology
    • 16% listened to Internet radio (not available over the air) in the last week, 52% have never done so
    • 10% listen to podcasting weekly, 67% have never done so
    • 59% visit a radio station website to listen to that radio station, 30% visit to enter contests and 24% for local / regional news
    • 68% subscribe to Radio station newsletters to win prizes, 60% because they love the station, 44% for local / regional news.
  • 83% of Canadians say AM/FM radio is indispensable to their lives, or an important part of it (Angus Reid Strategis – Radio’s Future 2009/06), vs 50% in the US (RadioNext study 2007)
  • Radio revenues in the US droped 18% between 2008 and 2009. (RAB 2010)

34% of US radio listeneners would listen to less terrestrial radio if Internet radio was available in their car (MRM 2010/08)

  • 42% among 18-24 year olds
  • 50% among alternative music fans
  • 37.3% among men vs 33.6 for women
  • 58% would opt for Internet radio in their dash rather than terrestrial radio on their iPod.
  • 94.7% would never abandon over the air radio completely and would leave other media before doing so : gaming consoles, iPod, DVR, DVD, and even television – not Internet though.

Satellite Radio

  • Sirius XM reaches an average 32 million American adults weekly according to Arbiton (MediaPost 2010/01/15)
  • Question : when will BBM measure (à la comScore) all audio listening including satellite radio, cable (Galaxy) and Internet radio?
  • 13% of Canadians listen to satellite radio weekly vs 59% who never have. (Angus Reid Strategis – Radio’s Future 2009/06)

Non-Radio Audio

  • 8-18 year olds (Gen M2) spent an average daily 2:31 hours of music or audio content daily (including radio) vs 1h49 in 1999 out of a total 10:45 media time (Kaiser Family Foundation – Harris Research)
  • 28% listen to an iPod or mp3 player daily, 35% never ever use this technology (Angus Reid Strategis – Radio’s Future 2009/06)
    • 16% listened to Internet radio (not available over the air) in the last week, 52% have never done so
    • 10% listen to podcasting weekly, 67% have never done so

Cinema

Video Games

  • American men spend 10 hours weekly playing video games vs 7 for women (8+ years old) (TNS Newzoo BV)

Internet

  • 64% = daily reach (A18+) of Internet in Canada (CMUST – NADbank 2008), 107 minutes spent online per day per user
    • that’s more than newspapers and magazines, almost as much at radio in reach, and equal to radio and television in average time spent.
  • 72% = weekly reach (A18+) of Internet in Canada (CMUST – NadBank 2008), 543 minutes spent online weekly
    • That’s more than newspapers and magazines
  • American men spend an average 10.8 hours online weekly vs 11.3 for women (8+) (TNS Newzoo BV)
  • 43% notice ad banners on websites (Smart Adserver) (merci @lucdupont)
  • 46% of US SMBs don’t have a website (Ad-ology & eMarketer) (merci @tomtsinas)
  • 50% of American kids 6-11 years old use Internet, also 20% of 2-5 year olds. (Nielsen)

Yellow Pages

  • Top20 US YP markets plan to shrink by 5.9% in 2010. These markets account for 11.3% of total Yellow Pages in the US (Earth Times). (thanks @TomTsinas)

Also find tons of stats and performance indicators for Social Media here

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