Analyzing the US Media & Advertising Industry

Date: August 1, 2012
Pages: 150
Price:
US$ 350.00
Publisher: Aruvian's R'search
Report type: Strategic Report
Delivery: E-mail Delivery (PDF), Hard Copy Mail Delivery, CD-ROM Mail Delivery
ID: ADB39ECAD86EN
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Analyzing the US Media & Advertising Industry
The Media & Entertainment (M&E) sector of the US is one of the largest sectors in its economy and is well entrenched. However there is increasingly being seen a radical transformation of this sector, and the prime trigger has been the advent of digitalization. In the coming years, the combination of new digital distribution modalities and evolving audience consumption habits and demands will continue to challenge traditional Media & Entertainment business models.

Current figures show that internet display advertising has continued to lead growth relative to other means of advertising like cable television, magazines and newspapers.

2010 is expected to be a year for a lot of contrasts in this industry as some business are expected to grow whilst other deteriorate. The more mature media outlets such as publishing and traditional advertising are likely to struggle for survival, but on the other hand, Internet upstarts and game companies likely will be riding a wave of digital success, either absolute or comparative.

The recession has also affected this industry and according to AdAge DataCenter’s analysis of figures by the Bureau of Labor Statistics it has cut 65,100 jobs so far since the recession began in December 2007. Newspapers cut the most jobs in the media industry, culling 31,200 positions, but here to the digital contrast is apparent as Internet-media companies added 5,400 jobs, or 7%, since the recession began.

There is, however, a worry for the M&E sector associated with the continuing evolution of the Internet as an entertainment source: While a great deal of what is currently watched by large audiences on the Internet is professionally-produced content, more and more people may be motivated by increased free time and decreased resources to find other forms of free entertainment, including participating in and consuming user-generated content, social networking and Web-based fantasy pursuits.

Aruvian Research’s report on Analyzing the US Media & Advertising Industry thoroughly explains the US advertising industry by establishing a clear demarcation of the industry components and the top spenders as well as the service providers in the global context. This helps the reader understand the industry in a nutshell overlooking the competitive activity in the industry.

The report also builds a mapping of the major advertising segments namely newspapers, magazines, internet advertising, amongst others. In this section, the report explains each of these markets in detail with their commercial characteristics along with the major players which are active in these markets thereby drawing up the overall business picture for advertising in these markets.

To begin with, the report presents a profile of the global media and entertainment industry, including the impact of the global economic recession on the industry. Key issues, the changing business models in the industry, impacts of digitization, and expansion of the industry are looked upon in this section.

The US media and advertising industry is analyzed keeping in mind the current economic situation in the US. Advertising strategies, pricing impacts on the industry, and the impact of the changing advertising industry in the US on traditional media is also analyzed.

Aruvian’s R’search also profiles the leading players in the US media and advertising industry such as Comcast, Interpublic Group, WPP, Omnicom, Time Warner, etc.. A SWOT analysis of each of the major players completes this highly analytical research report on the US Media and Advertising Industry.
A. EXECUTIVE SUMMARY

B. GLOBAL M&E INDUSTRY PROFILE

B.1 Industry Overview
B.2 Present Scenario
B.3 Economic Downturn Accelerating Digital Migration
B.4 Impacts of Digitization
B.5 Emergence of New Generation Ad-Supported Revenue Models
B.6 Looking at the Digital Supply Chain
B.7 Key Issues
  B.7.1 Convergence of Media, Telephony and Technology
  B.7.2 Changing Business Models
  B.7.3 Content Security Concerns
  B.7.4 Next-Generation Advertising and Advertising Effectiveness
  B.7.5 Global Expansion
  B.7.6 Privacy
B.8 Impact of the Recession

C. ANALYSIS OF THE US MEDIA INDUSTRY

C.1 Historical Background
C.2 Revenue Generation
  C.2.1 Television Industry
  C.2.2 Radio Industry
  C.2.3 Film Industry
  C.2.4 Print Media Industry
  C.2.5 State of the Newspaper Industry
C.3 Industry Statistics
C.4 The Big 5 Media Companies

D. ANALYSIS OF THE US ADVERTISING INDUSTRY

D.1 History of the US Advertising Industry
D.2 Industry Overview
D.3 Industry Value & Segmentation
D.4 Scale of the Industry
D.5 Competition in the Industry
D.6 Advertising and the US Economy
D.7 Employment in the Industry
D.8 Regulatory Framework
D.9 US Top MegaBrands
D.10 US Ad Spending Totals by Medium
D.11 Current Advertising Figures
  D.11.1 Ad Spending by Media

E. SHIFTING AD INDUSTRY AND IMPACT ON TRADITIONAL MEDIA

F. LOOKING AT ADVERTISING STRATEGIES & PRICES

F.1 Overview
F.2 Advanced Tools of Measurability
F.3 Search Advertising
F.4 Usage of Ad Networks
F.5 Advent of Behavioral Advertising
F.6 Creation of Ad Platforms

G. LEADING INDUSTRY PLAYERS

G.1 Comcast Corporation
  G.1.1 Corporate Profile
  G.1.2 Business Segment Analysis
  G.1.3 SWOT Analysis
G.2 Gannett Co. Inc
  G.2.1 Corporate Profile
  G.2.2 Business Segment Analysis
  G.2.3 SWOT Analysis
G.3 Interpublic Group of Companies
  G.3.1 Corporate Profile
  G.3.2 Business Segment Analysis
  G.3.3 SWOT Analysis
G.4 Omnicom Group
  G.4.1 Corporate Profile
  G.4.2 Business Segment Analysis
  G.4.3 SWOT Analysis
G.5 Time Warner Inc
  G.5.1 Corporate Profile
  G.5.2 Business Segment Analysis
  G.5.3 SWOT Analysis
G.6 Publicis Groupe SA
  G.6.1 Corporate Profile
  G.6.2 Business Segment Analysis
  G.6.3 SWOT Analysis
G.7 Tribune Company
  G.7.1 Corporate Profile
  G.7.2 Business Segment Analysis
  G.7.3 SWOT Analysis
G.8 Viacom Inc
  G.8.1 Corporate Profile
  G.8.2 Business Segment Analysis
  G.8.3 SWOT Analysis
G.9 WPP Group Plc
  G.9.1 Corporate Profile
  G.9.2 Business Segment Analysis
  G.9.3 SWOT Analysis

H. GLOSSARY OF TERMS
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