Hispanic Media Insights: From Advertising To Online Behavior
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Transcript of Hispanic Media Insights: From Advertising To Online Behavior
Hispanic Media Insights Webinar:
From Advertising To Online Behavior
1
© 2012 Kantar Media
July 31, 2012
Hispanic Media Insights Webinar: From Advertising To Online Behavior Today We’ll Cover…
www.KantarMediaNA.com 2 © 2012 Kantar Media
Promoted by:
• Kantar Media Overview
• Kantar Media Intelligence:
Advertising Insights
• A Look at the Creative
• Kantar Media Compete:
Online Behavior Analysis
• Our Conclusions
• Your Questions
• N °1 worldwide in advertising
monitoring (adex and creatives)
• N °1 worldwide in single source market
research with TGI
• N °1 in TV audience measurement
systems (TAM) outside US
• N °1 worldwide in news monitoring
Helping clients master the
world’s multimedia momentum
Kantar Media
A World Leader in Marketing, Media and Advertising Information
www.KantarMediaNA.com 3 © 2012 Kantar Media
Globally, we measure:
96% of all ad expenditures
2M consumers’ online behavior
1 million digital TV HH’s
Promoted by:
Kantar Media
Our Business Units
www.KantarMediaNA.com 4 © 2012 Kantar Media
Audiences
Marx Intelligence CMAG
Compete Professional Health Consumer Health SRDS
Advertising Expenditure,
Occurrence & Creative
US Political
Advertising Intelligence
FSI/Coupon
Promotion Intelligence TV Audience Analytics
from Return Path Data
Physician’s Media
Consumption Study
Consumer Healthcare
Media Intelligence Media Rates/Contacts
Search Engine Digital Marketing
& Analytics Intelligence
Promoted by:
Audiences
© 2012 Kantar Media
Kantar Media Intelligence
Leading Provider of Marketing Intelligence Since 1926
www.KantarMediaNA.com
Globally, we measure:
96% of all ad expenditures
• Global network in 50+ countries
In the U.S. we monitor:
• Traditional and digital media
• 3.5 million brands
• $140 billion in ad investments
• 750 million ad occurrences per year
• 2 million occurrences daily
Promoted by:
5
We Track A Diverse Range of Media
Promoted by:
General Market Hispanic Market (Spanish Language)
Television Television
• Network, Cable, Syndication, Spot • Network (4), Cable (4), Spot (77)
Magazine Magazines (17)
• Consumer, Sunday, Local Mkts., B2B
Newspaper Newspaper
• National, Local Markets • 48 papers in 17 markets
Digital Digital
• Internet Display, Search • Internet Display (56 sites)
Radio
• Network, National Spot, Local Mkts.
Outdoor
U.S. Monitoring Coverage
7 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
• All data from Kantar Media unless otherwise noted
• Definitions
– Unless specified, figures are for Hispanic Market
– “Hispanic Market” = Spanish language media
– “General Market” = English language media
• 2012 ad spend data – actual figures through April
• “2012 (e)” = 2011 dollars X 2012 YTD growth rate
Notes On Ad Spend Data
We estimate ad expenditures based on rate card costs
8 © 2012 Kantar Media www.KantarMediaNA.com
Media Spending Trends
Promoted by:
-9.6%
10.0% 7.9%
20.7%
-12.4%
6.1%
0.9% 1.7%
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
2009 2010 2011 2012 YTD
Hispanic Mkt General Mkt
Ad Spend Growth Rates.
All Media
Source: Kantar Media
10 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
-8.9%
10.7% 8.3%
22.6%
-9.6%
10.3%
1.9% 5.5%
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
2009 2010 2011 2012 YTD
Hispanic Mkt General Mkt
Ad Spend Growth Rates.
Television
Source: Kantar Media
11 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
2008 2009 2010 2011
Hispanic TV
# of Unique Advertisers 912 911 972 942
Retention Rate 59% 51% 55% 51%
English TV
# of Unique Advertisers 7,155 7,206 7,218 7,281
Retention Rate 56% 56% 58% 58%
TV Advertiser Retention
National TV Channels
12 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
50
75
100
125
150
175
200
225
2008 2009 2010 2011
Ind
ex (
200
8=
100)
Index of # of Advertisers
Spot TV
Magazine
Newspaper
Digital
Non-TV Media: Advertiser Contraction
13 © 2012 Kantar Media www.KantarMediaNA.com
Leading Advertisers
Promoted by:
2011
Rank Parent Company
2010
($ Millions)
2011
($ Millions)
%
Change
1 Broadcasting Media Partners $132.5 $372.3 181.0%
2 Procter & Gamble $197.7 $220.6 11.6%
3 Dish Network $90.4 $154.7 71.1%
4 Verizon Communications $137.9 $114.6 -16.9%
5 McDonalds $117.3 $114.2 -2.7%
6 AT&T Inc. $132.1 $110.4 -16.4%
7 General Mills $91.8 $97.0 5.7%
8 Toyota Motor $79.9 $86.2 7.9%
9 Kraft Foods $36.3 $83.7 130.6%
10 General Motors $102.5 $79.4 -22.5%
TOTAL $1,118.4 $1,433.1 28.1%
Top 10 Parent Companies
Hispanic Market: 2011
15 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
2011
Rank
Parent Company 2011 $
(Millions)
2012
YTD
1 AT&T $52.4 -34.7%
2 Broadcasting
Media Partners $34.4 -1.1%
3 DirecTV Group $33.1 -93.6%
4 Time Warner
Cable $31.5 +14.7%
5 Comcast $26.0 +27.5%
Top 5 Parent Companies
Local Media
Spot TV
2011
Rank
Parent
Company
2011$
(Millions)
2012
YTD
1 Sears Holdings $7.4 -1.2%
2 Novartis AG $5.2 14.9%
3 Interbond Corp. $4.6 -9.2%
4 Target $4.4 +19.0%
5 Macys $3.4 +20.8%
Local Newspapers
16 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by: 2012 Budget Increases
Hispanic Market
+114% +48% +43%
+36% +26% +25%
17 © 2012 Kantar Media www.KantarMediaNA.com
Category Trends
Promoted by:
Rank on
2011 $ Category
2011
(Millions)
2011
% Change
2012 YTD
% Change
1 Telecom $ 823.7 -7.8% -10.4%
2 Direct Response $ 554.0 -3.6% +7.1%
3 Automotive $ 477.2 +18.2% +39.8%
4 Financial Svc $ 439.4 +177.5% +135.1%
5 Food & Candy $ 389.0 +4.3% +27.8%
6 Restaurants $ 356.1 +0.2% +3.8%
Top Categories
19 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by: Financial Service Gains Driven By One Advertiser
2010
(Million)
2011
(Million) Difference
Total Category $156.6 $437.4 +$280.8
Univision Pre-Paid
MasterCard $13.3 $284.8 +$271.5
All Other $143.3 $152.6 +$9.3
Jan-Apr 2011: $28 Million
Jan-Apr 2012: $117 Million
20 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by: Telecom Category
$354.0, 43%
$284.9, 35%
$179.0, 22% Wireless
TV Providers
Other
2011 Ad Spend
(Millions)
2011 2012 YTD
Wireless -6.0% -6.1%
TV Providers -6.4% -27.1%
Segment Growth Rates
21 © 2012 Kantar Media www.KantarMediaNA.com
What About Automotive Ad Spending?
Promoted by:
$0
$100
$200
$300
$400
$500
$600
2009 2010 2011 2012 (e)
Mil
lio
ns
Factory
Dealers
Automotive
Spending Has Rebounded On Improved Vehicle Sales
Vehicles Sold
+52%
Ad Spend
+115%
23 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
Advertiser 2011
(Millions)
2012 (e)
(Millions) % Change
Toyota $85.4 $94.3 10.5%
Chevrolet $70.6 $73.7 4.4%
Ford $62.5 $85.0 36.0%
Nissan $32.4 $33.8 4.6%
Dodge $26.7 $64.3 141.1%
Volkswagen $22.7 $34.5 51.9%
Honda $20.8 $36.1 73.2%
Top Factory Advertisers
Record Setting Spending Pace
24 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
• Budgets concentrated around fewer models as compared to General market
• Majority (and growing) share of spend allocated to passenger cars
• Ad spending for hybrid and electric models has been minimal
• Dodge, Ford, VW and Honda budgets on pace to set a record
Factory Automotive
Hispanic Market Spending
25 © 2012 Kantar Media www.KantarMediaNA.com
Quick Service Restaurants
Promoted by:
+8.2%
+7.1%
+7.1%
-6.0%
+2.9%
$210
$220
$230
$240
$250
$260
$270
2008 2009 2010 2011 2012 (e)
Mil
lio
ns
Hispanic Market Ad Spending
Quick Serve Restaurants
27 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
Advertiser 2011
(Millions)
2012 (e)
(Millions) % Change
McDonalds $113.4 $113.3 -0.1%
Burger King $26.1 $30.9 +18.5%
Sonic $21.2 $18.8 -11.5%
Subway $20.4 $20.9 +2.3%
Wendy's $16.0 $17.0 +5.9%
Top QSR Advertisers
28 © 2012 Kantar Media www.KantarMediaNA.com
1. 2. 3. Hisp.
Mkt.
Gen.
Mkt.
Burger 8% 11%
Chicken 12% 10%
Bkfst. 16% 16%
Cold Bvg. 19% 17%
McDonalds Burger King Sonic
Product Advertising Strategies
Hispanic vs. General Market: 2011
Hisp.
Mkt.
Gen.
Mkt.
Burger 55% 46%
Chicken 32% 14%
Cold Bvg. 8% 8%
Kid Meal 1% 8%
Hisp.
Mkt.
Gen.
Mkt.
Burger 1% 8%
Sandwich 11% 17%
Cold Bvg. 69% 48%
Breakfast 0% 8%
How to read: McDonalds spent 8% of its Hispanic Market ad spend on Burger products
29 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
$0 $5 $10 $15 $20 $25 $30
His
pan
ic M
kt
Sh
are
of
Bu
dg
et
2011 Hispanic Market Spend (millions)
Hispanic vs. General Market Ad Spend
2011
Burger King
Sonic
Wendy
KFC
Popeye
Jack In Box
Taco
Bell Subway
30 © 2012 Kantar Media www.KantarMediaNA.com
Hispanic Creative Analysis
Promoted by:
Advertiser Grand Total Has Price Point No Price Point
McDonalds Restaurant $18,208.8 35.56% 64.44%
Burger King Restaurant $6,957.4 84.23% 15.77%
Subway Restaurant $6,373.2 50.38% 49.62%
Sonic Restaurant $3,803.0 0.00% 100.00%
Wendy's Restaurant $3,414.7 35.22% 64.78%
Hispanic Q1 2012 TV Creative Analysis Snapshot of Top 5 Advertisers
47% of QSR TV Expenditure in Q1 was supporting price points
32 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
• The Burger King product with the most support in Hispanic TV in Q1 2012 was the BK Value Menu, offering a range of menu items for $1.
• Kantar Media AdScope tracked the below :15 spot running 1680 times across Network, Spot, and Cable in Q1.
Creative Snapshot – Burger King Hispanic Price Point Advertising
The ad consists of all product shots with an announcer talking about the Value Menu from Burger King
and all the different products available for only one dollar.
33 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
© 2009 Kantar Media
Creative Snapshot
McDonald’s Hispanic
The spot features a man marveling at the big taste of the new Chicken McBites. The announcer tells us that
the product is made from premium chicken breast and is available for a limited time. As with most of the
McDonald’s TV spots running in this time period there was no price point.
• McDonald’s Top Weighted Hispanic
TV Creative in Q1 2012 supported
the new product Chicken McBites
and ran 1774 times across Cable,
Network, and Spot.
34 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by: Breaking Creative – July 2012 McDonald’s “Win When USA Wins Gold” Olympic Promotion
• McDonald’s broke both General Market
and Spanish-Language creative
supporting the promotion on July 23.
• To tie in with the Olympic ideal of a
healthy lifestyle McDonald’s will have
game pieces on their menu items only
with 400 calories or less.
• The TV spots feature USA Olympic
athletes practicing for their events with
help from consumers hoping to win
prizes.
35 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by: Creative Snapshot – McDonald’s Olympic Promotion
Hispanic Creative Breaking July 23
The creative talks about when you purchase menu items of 400 calories or less you get a chance to win
a trip to London and cash prizes.
• USA Boxer Marlen Esparza is shown
working out, helped by a man eating
McDonald’s French Fries.
• :15 and :30 versions.
• Spanish and English language
versions.
36 © 2012 Kantar Media www.KantarMediaNA.com
Kantar Media Compete
We are passionate about
understanding
consumers to inspire
great marketing.
• Provide brands, agencies and media owners with insights across consumers’ path-to-purchase
• Insights focus on the intersection of channels and media
• Largest behavioral panel, linked with additional consumer data
• Partnerships across the Kantar family provide broad capabilities
Kantar Media Compete
Promoted by:
38 © 2012 Kantar Media www.KantarMediaNA.com
39
• Largest behavioral and attitudinal panel in the US, UK and France
• Multiple data sources ensure diversity and representativeness
• Patent-pending meter provides a web-wide view of consumers
• Behavioral classifiers create rich segmentation and KPIs across the path-to-purchase
• Offline and cross-media views enabled via Kantar and third-party data partnerships
Massive Behavioral Panels
Promoted by:
39 © 2012 Kantar Media www.KantarMediaNA.com
An Overview of the Online Hispanic Shopper
Hispanic shoppers indexed to the internet browsing population
Promoted by:
41 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by: There is Untapped Potential in the Hispanic Market
11%
32% 35%
47%
70%
0%
20%
40%
60%
80%
100%
FinancialServices
Travel Auto Telecom Retail
Hispanic Asian African American
Share of Hispanic shoppers engaging with these categories online,
May 2012
42 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by: Hispanic Automotive Shoppers Visit 3rd Party Sites More Heavily than OEMs
14%
34% 37%
62%
Online SalesOperations
AutomotiveBrand Sites
Parts & Service Third PartySites
Share of Hispanic Auto shoppers engaging with these categories
online, May 2012
43 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by: Hispanic Telecom Shoppers Most Likely to Engage with Wireless Sites
2% 10%
31%
59% 63%
Software PC Laptop ConsumerElectronics
Cable Wireless
Share of Hispanic Telecom shoppers engaging with these categories
online, May 2012
44 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by: T-Mobile, the Only Carrier to Increase Total Online Traffic to Spanish Section of Website
AT&T Sprint T-Mobile VZW
Q2 2011 Q2 2012
-38% -32% +67% -23%
Year-over-year percentage change in volume of Spanish Language
Wireless traffic, Q2 ’12 vs. ‘Q2 ‘11
Compete Clickstream
45 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by:
This includes Attracting New and Retaining Existing Customers to Spanish Language Section of Site
AT&T -31% -49%
Sprint -40% -27%
T-Mobile +89% +46%
VZW -37% +14%
Prospects Customers
Compete Clickstream
Year-over-year percent change in volume of traffic to Spanish
Language section of Wireless sites Q2 ’12 vs. Q2 ’11
46 © 2012 Kantar Media www.KantarMediaNA.com
Promoted by: T-Mobile Hispanic Oriented Ads
T-Mobile Hispanic oriented ads are centered around family with
messaging focused on plans, price and features
47 © 2012 Kantar Media www.KantarMediaNA.com
48 © 2009 Kantar Media
Compete Summary
• Prepaid has grown increasingly vital to T-Mobile
• Less expensive Smartphone's and plans than other carriers including prepaid
• Strong Spanish language content on site
• Have they been catering to Hispanics longer?
• Do they have a younger internet savvy demographic compared to other carriers?
• Has there been a change/increase in Hispanic oriented advertising in 2012?
Kantar Media
Hispanic Media Insights: From Advertising To Online Behavior
www.KantarMediaNA.com 49 © 2012 Kantar Media
1. Ad Spend is trending upwards.
2. Leading blue chip advertisers are
increasing their investment.
3. Category spending growth patterns are
tracking the General Market.
4. The Hispanic online population share
many of the same behaviors as the
general population- but they also distinctly
seeking out content that is culturally
relevant.
5. As overall Hispanic ad spending is
growing, online destinations should benefit
from the increased budgets.
Promoted by: Q&A
www.KantarMediaNA.com 50 © 2012 Kantar Media
Hispanic Media Insights: From Advertising To Online Behavior
Thank You!
Master The Momentum of Multimedia
www.KantarMediaNA.com
www.KantarMediaNA.com 51 © 2012 Kantar Media
Jon Swallen
CRO
Kantar Media Intelligence
Yaakov Kimelfeld
CRO
Kantar Media Compete