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Brad Berens Executive Editor iMedia Communications, Inc.

Changes in the Marketing Mix. Brad Berens Executive Editor iMedia Communications, Inc. Celebrity Equations. Jim Carrey Ben Stiller . -. =. Christina Aguilera Erik Estrada. +. =. Mick Jagger James Brown. -. =. Part 1 The audience is changing….

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Brad Berens Executive Editor iMedia Communications, Inc.

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  1. Changes in the Marketing Mix Brad Berens Executive Editor iMedia Communications, Inc.

  2. Celebrity Equations

  3. Jim Carrey Ben Stiller - =

  4. Christina Aguilera Erik Estrada + =

  5. Mick Jagger James Brown - =

  6. Part 1The audience is changing…

  7. 1995: Estimated Movie Tickets Sold Top 3 Movies Sources: Nielsen EDI, Box Office Reports and Exhibitor Relations

  8. 2000: Estimated Movie Tickets Sold Top 3 Movies Sources: Nielsen EDI, Box Office Reports and Exhibitor Relations Modest growth…

  9. 2004: Estimated Movie Tickets Sold Top 3 Movies Sources: Nielsen EDI, Box Office Reports and Exhibitor Relations Things look GOOD for ticket sales, but…

  10. No 'Passion,' no problem?The summer of mixed messages U.S. Box Office Hits Longest Modern Slump 'Batman' Can't Begin to Rescue Film Industry

  11. June 28, 2005 CNN did an online poll Friday, asking what movie people were most likely to see over the weekend. The new films "Herbie," "Bewitched" and "Land of the Dead" received 27% of the vote. The landslide winner, with 73%, was "None, I'd rather rent a DVD of something good." Patrick Goldstein, Times Staff Writer

  12. Home Video: DVD Unit Sales Does not count rentals. Source: LeesMovieInfo.net

  13. A VHS aside… Source: LeesMovieInfo.net The DVD market is bigger than the VHS ever was.

  14. #1 TV Show: A Gradual Decline Season Share % Viewers Source: Nielsen Media Research

  15. #5 TV Show: Even Worse... Season Share % Viewers Source: Nielsen Media Research One word to describe this?

  16. Oy.

  17. Implications… • Your audience is fragmenting • They go where they want, when they want • We’re not talking enough about Games • Mass culture is a lot less massive (but it hasn’t been around all that long anyway)

  18. Part 2 Show me the money!

  19. Who is spending what? • Nearly all advertisers are spending more • But more $$$ do not equal more audience • You’re paying more for less • And this does NOT include DVRs and SIMM

  20. Let’s zoom in…

  21. After 2002, entertainment companies did not embrace online with enthusiasm…

  22. Who is missing?

  23. And, this just came in yesterday…

  24. Network TV growth had already slowed down in Q1, and then…

  25. June 13, 2005 Ad Icon P&G Cuts Commitment To TV Commercials P&G to reduce "upfront" TV spending Remember: P&G is the USA’s biggest advertiser. P&G sharply cuts commitment to TV ads

  26. So why did P&G make the change? • TiVo and other DVRs • Internet and Games • Increased investment in PPP Generally, a move away from…

  27. "Spray and pray." • Wenda Harris Millard • Chief of Sales • Yahoo!

  28. Although the budgets are miniscule compared to TV and newspapers, the big growth areas for marketing are more targeted. And topping the list…

  29. Part 3 Online: what the fuss is about (I’ve shown you this next slide before…)

  30. So why -- and how -- are most advertisers spending money online?

  31. WHY

  32. The Big Question Should entertainment marketers follow the rest of marketers and invest more online? Answer: Yes. That’s where your consumer is.

  33. Part 4 Entertainment Consumers & the Internet

  34. Leading provider of marketing research for the entertainment industry • Known for innovation in consumer understanding www.comscore.com (See press pages for insight on Star Wars Episode III: Revenge of the Sith!)

  35. Entertainment marketers have the opportunity to reach almost 60 Million consumers per month via the Internet! 40 to 60 Million U.S. Consumers Visit Movie SitesEvery Month! Source: comScore Media Metrix

  36. In March '05, 1 of every 2 Internet users visited a music site; and 1 of every 3 visited a movies site! Strong Growth Year-to-Year Source: comScore Media Metrix

  37. Movie Site Visitors* Can Be Hard to Reach Through Traditional Media • 31% to 34% are "light" TV viewers Source: AiM, by comScore Media Metrix *Visitors of Yahoo! Movies, Moviefone, or IMDB.com

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