Where do small and mid-size businesses advertise?

8/26/10

Now that the availability of more targeted media has created additional low cost advertising opportunities for small fry, are they taking advantage? A recent survey suggests that they have. According to a SMB poll, those with annual budgets of $25,000+ have taken an IMC approach to heart and are using an average of 6.5 different media in their campaigns. And, while 26% of their budget is spent online, 16% is being spent in broadcast media. (O’Malley, 2010)

Given the sensitivity these businesses have to ROI, it will be interesting to see how these patterns evolve over time. I see some mobile in their future, don’t you?

O’Malley, G. (2010, August 24). Sweet Spot: Small Biz Uses More Media. mediapost.com. Retrieved August 25, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=134374

Is TV becoming a downscale medium?

12/31/09

New research data shows that individuals with a high school education or less spend significantly more time with TV than any medium. They watch a whopping 7.4 hours a day. And households with annual incomes below $30,000 watch 8 hours a day. On the other hand, high income households watch 3.75 hours of television daily. (McCurdy, 2009)

That’s still a pretty broad window, but it does suggest a need to be selective if you are trying to reach an upscale audience using television.


McCurdy, B. (2009, December 24). This Generation’s Got Radio. mediapost.com. Retrived December 24, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=119510

Are Happy Days Here Again?

12/10/09

First comes news from advertising industry prognosticators that global advertising spending will increase in 2010 albeit at a meager +.08% - +.09% rate. (Unless you choose to listen to the bullish Brian Wiesner at Magna who is predicting a +6% increase).

Then Les Moonves of CBS confirmed that their strategy of holding back inventory during the weak 2009 upfront has paid off big time with massive +25% increases in prices for 4th quarter inventory due to overwhelming demand.

Is the Great Recession over? Or should we all just buy CBS stock?

Mandese, J. (2009, December 8). Madison Avenue Forecasters Call For A Better Year Ahead. Some See It Better Than Others. Mediapost.com. Retrived December 10, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=118678

Friedman, W. (2009, December 8). CBS 4Q Scatter: Some Like It Hot. Mediapost.com. Retrived December 10, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=118789