Marketing Metrics Weekly Roundup
11.5% earnings drop projected across the U.S.
Merrill Lynch analyst Lauren Rich Fine projected an 11.5% drop in per-share earnings across the U.S. newspaper industry in the third quarter, and forecast that six companies would report double-digit declines. She also lowered her newspaper ad revenue forecast from 1.2% growth to flat in 2006, and from 1.1% growth to a 1.5% decline in 2007. more>>>
market grew $73B in 1H06; Internet has 6.4% market share
Total U.S. advertising expenditures in the first six months of 2006 increased 4.1% to $73.0 billion as compared to the prior year period, according to TNS Media Intelligence. After a healthy 5.3% gain in the first quarter, the growth in total ad spending for the second quarter fell back more than expected and finished at 2.9%. more>>>
Media and information M&A activity remained vibrant through the third quarter of 2006. Overall 493 M&A transactions were completed for the period, representing a 24% increase over 2005 levels, across the 11 media and information industry sectors tracked by The Jordan, Edmiston Group. Media and information industry deal activity is on track to far surpass the record levels set in 2005, when 508 transactions were completed. more>>>
Newspaper web sites
attracted 31% more visitors in 1H06
During the first half of 2006, unique visitors to newspaper Web sites averaged more than 55.5 million visitors a month or 1 in 3 of all Internet users, a 31% increase over the same period a year ago (42.4 million)(Nielsen//NetRatings), according to results released today by the Newspaper Association of America in its fall 2006 Newspaper Audience Database (NAdbase) report. more>>>
Top 100 U.S. Media
Companies Generated $268 Billion in Revenue
Led by the surge in internet and cable, 2005 U.S. media revenue grew 6.6% to reach $268.48 billion for the 100 Leading Media Companies, reports AdAge. Time Warner retained its position as the No. 1 media company in the U.S. at $33.73 billion, up 0.9%, far ahead of the $22.08 billion from runner-up Comcast. Walt Disney ($17.17B), News Corp. ($12.56B), NBC Universal ($12.44B) round-up the top 5 media companies in the U.S. more>>>
U.K. Online Ad
Spending Up 40%; Set to Overtake National Press This Year
In a depressed UK advertising market, internet marketing continues to grow with 40.3% annual growth for the first half of 2006. This takes the medium to a half year high of £917.2 million ($1.72 billion)- compared to £630.5 million a year ago - and a market share of 10.5%, up from 7.3% for the same period in 2005, according to IAB/PwC. more>>>
E-mail list prices
fall, B-to-B E-Mail Lists Priced at $277/M
Although permission-based b-to-b e-mail was ranked the highest-priced list rental category—with a straight average price of $277 per thousand names in October—it was the largest price decrease among list types compared with the same period last year, according to list manager Worldata in its Fall 2006 List Price Index. B-to-b e-mail list prices decreased an average of $4 per thousand compared with the same period last year. more>>>
Metrics Report Reveals Strategies That Increase Returns
MailerMailer report, based on over 200 million messages sent between January 1 and June 30, 2006, discloses that organizations using shorter subject lines, personalization, and targeted, well-managed lists received higher unique open and click rates than average. Emails with subject lines of 35 characters or less were more likely to be opened by recipients (24.02%) than those with longer subject lines (16.93%). Eemails that used personalized subject lines earned significantly higher unique open (28.03%) and click rates (6.23%) as compared to the average open (19.10%) and click rates (3.28%).
Mobile Marketing Metrics: 36.5 Million Mobile Subscribers Responded via
SMS to an Ad
Across the five countries for which it measures mobile content consumption, M:Metrics found that monthly use of text message short codes in response to ads was as high as 29.1% of mobile subscribers. The firm that only 7% of mobile subscribers in the U.S. are responding to short codes placed in advertisements or in other media while Spain tops the list at 29.1%. In Spain, 66.8% of mobile subscribers reported receiving an SMS ad while 12.8% in United States received an SMS ad.