Kantar Media Analysis Shows That Despite Magazine Activity Growing By 3.1% From 2009 to 2010, 85% of All Media Activity Occurred In Other Platforms

Kantar Media’s new service, DirectHEAT^SM , reveals top 10 consumer magazine advertisers spent 84% of their advertising dollars in other media while top 25 internet advertisers spent 83% of their dollars outside the channel

New York, NY, April 11 - An analysis by Kantar Media’s new service, DirectHEATSM shows that despite a growth in activity over the past year, magazines are still being far outpaced by other media.sam

Kantar Media’s DirectHEAT, which launched today, is a service that provides multimedia intelligence to national print and digital media sellers.  Reports from the new service provide insights into magazine and Internet share of voice and findings reveal:

• 85% of all media activity in 2010 occurred outside of magazines, which as a category grew in activity by 3.1% from the year before.
• The bulk of the growth came from Sunday magazines and Hispanic magazines, which grew by 4.6%, while local magazines grew by just 1%.
• The top 10 advertisers in consumer magazines spent 84% of their total advertising dollars in other media, with network and cable TV receiving the majority share.
• The top 2010 advertising categories for magazines were:
  • prescription medications, up 30.6% from 2009; 
  • facial skin care, up 19%; 
  • clothing stores, up 7.4%; 
  • cable networks and programs and satellite TV, up 8.1%;
  • domestic light trucks, up 30.5%.
• Total internet activity grew by 10.1% from 2009 to 2010, but the top 25 Internet advertisers actually spent 83% of their advertising dollars in other media.
• The top 2010 internet advertising categories were:
  • investment products and services, down 31.5% from the year before; 
  • internet communications, content providers and portals, up 5.7%; 
  • wireless telecom providers, down 18.1%; 
  • colleges and universities, up 32.6%;
  • financial products and services, down 28.9%.

DirectHEAT customizes intelligence from a variety of sources including Kantar Media’s market-leading competitive media reporting database which provides reporting on brand creative, occurrence and expenditure activity across 18 media types.

Customized to the specific needs of each subscriber, DirectHEAT automatically delivers account specific e-alerts to users, providing them with easy access to information just by reading their email.  Users click on items in each email to access more detail through the DirectHEAT portal.  Developed to provide a comprehensive multimedia perspective on accounts and prospects to increase sales efficiency and effectiveness, DirectHEAT complements the current product portfolio from Kantar Media.  

The new service utilizes Kantar Media’s proprietary Brand Central database and provides subscribing media sales executives with the same brand occurrence, expenditure, and creative data being analyzed by their media research counterparts.  Additionally, as the exclusive provider of PIB ADvance data, DirectHEAT makes magazine advertising information available within three days of publication, giving subscribers a timely, relevant, and reliable sales resource.

DirectHEAT includes advertising intelligence beyond just print media, offering a more complete multimedia view to help media sellers protect and develop revenues with current customers while also identifying new business. The multimedia service provides insights into a brand’s advertising strategy as well as competitive share-of-market among the user-specified competitive media properties. It helps sales executives develop share-of-market trends for specific accounts and identify those that are increasing advertising activity with competitors.  It also integrates relevant news feeds, contact information for target brands, and other data sources to enable quick conversion of information into action. 

“As our analysis of magazine and internet spend shows, DirectHEAT offers a level of multimedia analysis that provides actionable insights allowing sellers to quickly leverage opportunities and prepare for sales calls,” says Mark Nesbitt, president of Kantar Media Intelligence.  “The customizable nature of the service keeps clients informed about accounts and helps them identify new opportunities through a simple email format. Combined with the valuable business information delivered - such as creative and contacts - sellers can quickly convert intelligence into more effective outreach.”

For more information on DirectHEAT, contact Ron Mulliken, SVP, Sales, Kantar Media Intelligence at 212-991-6007 or via email at [email protected].
                                                           
About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences, TGI and Custom.  Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide. www.KantarMediaNA.com

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