MARSHALL MARKETING NEWS, V. 4-2
MAY 2010
UPGRADE ADVERTISING BUY BY SHIFTING COMPETING MEDIA DOLLARS
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KNOW MORE ABOUT SHIFTING THE MONEY TO YOUR WEBSITE.
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During difficult times, advertisers have to make difficult decisions. One of the
difficult decisions Account Executives hope businesses don’t make is to cut the
advertising budget.
Sure, there are numerous existing studies that conclude businesses that maintain or
increase advertising during downturns in the economy are; 1) more likely to survive
the tough times and; 2) they are also more likely to grow faster when things
improve. An AE can rationalize that it is better in the long-term to keep up the
budget.
However, try telling that to a business owner that is trying to decide to maintain an
advertising budget or layoff a bunch of long time employees. Not so easy.
Reducing an ad budget may be the most prudent decision for a business owner
during a bad economy. When that happens, it is crucial for the remaining ad dollars
to work even harder. AE’s need to coach their clients on how to upgrade their
advertising expenditures, in other words, spend smarter if you can’t spend more.
A TV station’s website can be a tremendous upgrade over competing media. The
following data is a profile of a visitor to a station website operated by one of our
clients.
412/914-0970
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www.marshallmarketingusa.com
MARSHALL MARKETING NEWS, V. 4-2
TRACKING SITE VISITORS
FYI, V. 43
HOW MANY TIMES PAST 7 DAYS
1-3 Times
4-7 Times
8+ Times
HOW OFTEN VISIT
Daily
A few times per week
Once a week
A few times per month
Once a month
Only a few times per year
PERCENT
MAY 2010
NUMBER OF CONSUMERS
3.4% 18.8%
77.7%
21,994
117,710
485,503
88.0%
9.6% 0.9% 1.1% 0.1% 0.3% 550,264
60,281
5,702
6,924
407
1,629
47.6%
75.4%
43.2%
35.9%
12.1%
5.0% 297,330
471,247
270,041
224,423
75,758
30,955
84.9%
69.8%
15.9%
0.4% 0.3% 530,713
436,219
99,381
2,444
2,037
TIME OF DAY VISIT
Early morning (5-9a)
Daytime (9a-4p)
Early evening (4-8p)
Evening (8-11p)
Late evening (11p-1a)
Late night (1-5a)
WHERE ACCESS
At home
At work
Through your cell phone
At school
Other
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The 000’s are projections to the number of monthly unique visitors. Note that 98.5% of those
visiting the website have done so within the past 7 days. This means that the number of unique
visitors per month is nearly the same for 1 week. This is important in order to compare the website
survey to the Marshall Marketing annual survey. In the annual survey, media use is captured on a
one-week cume basis. By having the “how often visit” question in the website survey, it is
possible to have an apples to apples comparison.
CONTINUED...
412/914-0970
www.marshallmarketingusa.com
MARSHALL MARKETING NEWS, V. 4-2
TRACKING SITE VISITORS
MAY 2010
FYI, V. 43
Audience Demographic Composition Comparison
The station website has a very high White Collar/ Managerial/ Professional and Working Women
profile. None of the other media have this strong a composition. The website also has a very high
percent of $100K+ consumers. Only the AM Drive radio station is higher. (NOTE: in this market
the #1 radio station is a news/talk format).
White
Collar/Mgr/Prof
Working
Women
$100K+
Station
Website
52.3%
Sunday 1st
Section
33.5%
#1 AM Drive
Radio Station
46.7%
#1 Morn News
TV Competitor
24.1%
#1 6pm News TV
Competitor
29.7%
#1 Late News
TV Competitor
31.4%
47.2%
27.1%
15.0%
24.1%
24.5%
26.7%
26.8%
17.1%
29.2%
10%
12.6%
14.6%
Audience Consumer Composition Comparison
The website has a higher percent of consumers making purchase plans. These are just a few
examples when compared to competing media.
Plan To
Purchase
HDTV
Major
Appliance
Cell Phone/
PDA
New Car/Truck
Station
Website
19.3%
17.6%
Sunday 1st
Section
16.5%
11.6%
#1 AM Drive
Radio Station
20%
12.5%
#1 Morn News
TV Competitor
14.1%
13.9%
#1 6pm News TV
Competitor
14.2%
10.6%
#1 Late News
TV Competitor
15.2%
11.6%
16.7%
11.6%
14.2%
10%
10.6%
9.9%
7.4%
7.4%
10%
7.8%
8.1%
7.4%
These are tough times for your clients. Coaching them through how effective the
website is compared to other media will help move dollars to areas where they will
reach buyers and increase business. Do this with the help of your Marshall Research!
412/914-0970
www.marshallmarketingusa.com