Marketing Metrics Weekly Roundup
A weekly summary of marketing metrics with stats, facts, and figures:
11.5% earnings drop projected across the U.S.
newspaper industry
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>>>
U.S. advertising
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>>>
Email Marketing
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%).
M:Metrics Unveils
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.
