Research Study on U.S. Television Advertising Market with Major Factors, Consumer Preferences, and Opportunities in 2018


Published on : Feb 09, 2018

Albany, New York, February 9, 2018: In spite of the competition from new media platforms, television is expected to remain as the largest advertisement segment. It has been analyzed that twenty years after the launch of Netflix, and more than a decade since the launch of YouTube, advertisers continue to increase spending on television commercials. Recently, a new study focusing on the U.S. market has been publicized to the massive database of Market Research Hub (MRH), which is titled as “Television Advertising - US - January 2018”. The main objective of this study is to provide readers vital details about the current market scenario along with its future growth prospects. For a clear understanding, the report provides analysis on the basis of consumer preference towards television, key viewing platforms and latest trends in the market.

At first, the market overview section of the report explores the market dynamics such as drivers, issues, and opportunities that currently have a strong impact on the U.S. market for television advertising. As per the consumer perspective, it has been analyzed that linear television is the most dominant in terms of TV preference. This report analyzes the viewership of linear television on the basis of gender, by age, household income and Hispanics by generation. The report finds that the majority of viewers in the U.S. for every category surveyed have had some positive responses to commercials, including the desire to learn about new products and gain new insight into ones with which they’re already familiar.

Looking to the issues and opportunities, the analyst believes that many online adults viewed a commercial via linear television in the last week, and these ads continue to have a powerful influence; while half of the audience tuning out. One of the prime reason behind this is more than half of adults saw commercials online, and this shift seen toward lower-income brackets. A section of the report describes that viewers respond to commercials for movies, food, and restaurants, and for others awareness increased for programming, travel and electronics. It can be said that positive responses less common for infrequently-purchased categories. On the basis of demographics, black viewers respond to electronics, fashion, personal care; on the other hand, older viewers retain an interest in autos, movies and television.

The study further adds that some online respondents viewed a commercial via a time-shifted platform in the past week alone via digital video recorder (DVR), Television Everywhere (TVE), or pay television (TV) service video-on-demand (VOD) libraries. The share of adults viewing linear programming is likely to continue to decline, but some portion of that audience will be maintained via these viewing methods. Some of the major opportunities present in this market are Sponsoring content, focus on sales and reviews and favorable response by the Hispanic audience.

The overall market scenario covered in the report provides information on market perspective, market trends and factors analyzed for Q2 2016-Q2 2017.

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