“Goodbye 2015” – and many in the U.S. advertising industry might add “Good riddance!” 2015 saw the slowest growth in U.S. advertising since the recovery from the 2008-09 Great Recession. Although only preliminary estimates are available, advertising expenditures are forecast to have grown by less than 2% in 2015, the only year since the 16% contraction in 2009 that ad spending failed to increase more than 2% annually. By comparison, the average annual growth has been 3.8% in those six other post-recession years.
At the Association of National Advertisers (ANA) conference last month, twenty-eight hundred of my brethren in the advertising community watched memorable presentations from Progressive Insurance, Pepsi, Lyft, Harley Davidson, GE, Audi and Arby’s.
While the D and I words (Disruption and Innovation) were overused for my taste, luckily, the M word (Millennial) wasn’t used too much. In fact, it was emphasized several times that targeting exclusively by generation could be too broad-based.
With the promise of 1.5 million to 2 million people traveling to Philadelphia for the historic visit of Pope Francis, there was potential for this extraordinary event to be a marketer’s dream come true. Long before his highly anticipated arrival, many media packages and special advertising opportunities involving the World Meeting of Families and the Pope’s visit were readily available for advertisers to attach themselves to this prominent occasion.
Political spending for 2016 will follow the trend of past elections cycles and only get larger. According to Borrell Associates, political advertising will reach a record $11.4 billion, up 20% from the past presidential election. Digital will exceed $1.1 billion, up 700% from the last presidential election. This represents projected spending from candidates and outside groups, and about half of total spending will support the national election.
Written by: Mel Jones, Nick Lynch and Cat Collis
In November of 2014, Mozilla Firefox and Yahoo partnered in an attempt to overthrow the search empire, Google. Soon after, Yahoo and Bing announced their split, with Yahoo’s new attempt to restart their own search offering, now called Gemini.
The 20th edition of The Harmelin Media Report’s new fall TV season predictions:
Remember back when the M in MTV stood for Music? Now the M stands for a Multitude of ways to scare the bejeezus out of people… as long as you’re under 30 because no one over 30 can stand to watch the network. In June, MTV premiered Scream, and their latest show One Bad Choice is really just about that… the consequences of one bad choice.
The Discovery Channel is enjoying a successful run and it continued this past year with primetime ratings up 12% from the previous year. The network will return the staples that have gotten them this successful run and shows will include the favorite Shark Week. Also coming back to help secure the loyal fan base will be Naked and Afraid, Deadliest Catch, Bering Sea Gold, and Gold Rush. This should keep the network right around where it has been in recent years, but in order to move up and garner higher viewership, Discovery is bringing in several interesting new shows this coming year.
With Duck Dynasty seeming to have reached its peak, A&E is looking to rebound from lower-than-expected viewership this past year. Primetime viewership was down 28% from the previous year, and with that news, the network will bring back its bigger shows, which include Bates Motel and Unforgettable. The network is also pinning its hopes on several key new programs this coming year. At the start of 2016, A&E will premiere Damien.
The CW has only one new show on the docket for fall and two for mid-season. This comes after a year that EVP of Sales Rob Tuck called the CW’s best season ever. “Our ratings are up year-to-year for the third season in a row.