magna global - intelligence reports & services 2013
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US ADVERTISING FORECASTS THE MOST RESPECTED SOURCE FOR 50 YEARS
RESEARCH PACKAGE 2013
• Ad revenues for 20 media categories, from 1980 annually and 1990 quarterly, with forecasts through 2017.
• From UM to MAGNA we have been monitoring the US ad market for 50 years.
• Unique granularity. e.g. TV split out between: national v. local, broadcast v. cable, English-speaking v. Spanish-speaking, with or without cyclical Political and Olympic ad spend, etc.
• Model allows user to enter alternative scenarios and forecasts.
• MAGNA is the main source for Wall Street media analysts and the North-American business press.
• Deliverables: detailed data in excel, key findings in a ppt presentation.
• Frequency: quarterly.
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GLOBAL ADVERTISING FORECASTS AD TRENDS IN 70 MARKETS • Net media owners advertising revenues: historicals from 2000, forecasts to
2017.
• 70 countries, seven media categories and 12 sub-categories, made consistent and comparable across all countries.
• Updated twice a year (July, December).
• Five year forecasts based on macro-economic, econometric modeling.
• Deliverables: full dataset in excel format. Market dashboard in PowerPoint format.
Coverage: Argentina, Australia, Austria, Bahrain, Belgium, Brazil, Bulgaria, Canada, Chile, China, Colombia, Costa Rica, Croatia, Czech Republic, Denmark, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Gulf countries, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Kazakhstan, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Mexico, Morocco, Netherlands, New Zealand, Norway, Oman, Panama, Peru, Philippines, Poland, Portugal, Puerto Rico, Qatar, Romania, Russia, Saudi Arabia, Serbia, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, UAE, Ukraine, United Kingdom, United States, Uruguay, Venezuela, Vietnam.
RESEARCH PACKAGE 2013
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GLOBAL ADVERTISING FORECASTS THE MARKET DASHBOARD • A 250page+ powerpoint-style document.
• An interactive and visual way of navigating and accessing global advertising market data and market profiles - optimized for tablet use.
Presentation of Key Findings and Key Trends June 2012 Update Executive Summary
Market Profiles Key Facts and Figures for 20 Top Markets
Full Data Tables Detailed ad forecasts and economic data on all 63 Markets
Maps Growth by country Market shares by media Ad per capita
RESEARCH PACKAGE 2013
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GLOBAL ADVERTISING FORECASTS MARKET PROFILES • Market profiles, updated twice a year, coming in various formats.
• The more detailed version (Dashboard) includes detailed data, charts, key media owners, top 10s etc.
Two Page Snapshots Market Dashboards
RESEARCH PACKAGE 2013
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GLOBAL ADVERTISING FORECASTS “BRIC” REPORTS
• In-depth reports on Brazil, China, India and Russia media markets and advertising market trends.
• Where the growth comes from: the four BRICs account for 15% of the global ad market size but contributed to 45% of the dollar growth in 2011!
• Updated Annually.
RESEARCH PACKAGE 2013
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THE MEDIA ECONOMY REPORT • MAGNA GLOBAL’s holistic point of view on media, advertising and marketing.
• Aimed at media executives and CMO looking to gain a competitive advantage from understanding forces that shape disruption in the media economy.
• The best of Magna insights on media supply, media consumption, media demand, new value drivers.
• Published twice a year (June, January) in a magazine format.
RESEARCH PACKAGE 2013
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THE GLOBAL MEDIA COSTS STUDY THE “INFLATION REPORT” • A study of media costs and media inflation trends in 40+ markets compiled and
published by MAGNA GLOBAL New York.
• Estimates for current CPM levels and inflation forecasts for seven media categories in each market.
• Based on a periodical survey of Mediabrands/IPG employees.
• Seven media category monitored: free TV, pay TV, online display, magazines, newspapers, radio, OOH.
• Published since 2010 (four reports published already). Latest report published October 2012.
• Deliverables: pdf/ppt report.
RESEARCH PACKAGE 2013
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MEDIA ACCESS QUARTERLY (MAQ) AND THE COMPANION “MEDIA DISTRIBUTION” DATA FILE • Historical data on media distribution and media device ownership.
• Pay TV subscription numbers by operator, historical from 2001, forecasts through 2016.
• Forecasts and industry-leading thought pieces on the future of television and digital media: consumption trends and technology trends, VOD, over-the-top, DVRs, smartphones, tablets, eReaders etc.
• Deliverables: PDF+Excel (“Media Distribution” excel file).
• Frequency: Quarterly.
RESEARCH PACKAGE 2013
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US CATEGORY PROFILES
• Economic and marketing insights on 10 key advertising sectors in the US (representing 70% of total ad spend).
• Analyzes the health, prospect and past ad spend patterns of each sector, to forecast their future ad spend.
• Updated twice a year (March, October).
Industry Prospects
Top 10 Advertisers
Economic Environment
Ad Spend Dashboard
Ad Spend Ratios
Ad Forecast Funnel
Consumption Trend
Top Ad Spenders
RESEARCH PACKAGE 2013
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MEDIA CONSUMPTION RESEARCH • Intragenerational Media Habits: An examination of media habits by age, and
which are native to a particular generation. Covers all media types. Updated once a year.
• Primetime Review: Analysis of US primetime TV ratings and TV viewing trends. Published twice a year: Pre-Season and Mid-Season.
• Tentpole Event Recaps: Cross-platform media consumption analysis: Olympics, Academy Awards, Golden Globes, Super Bowl, etc.
RESEARCH PACKAGE 2013
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POVs
• Ad hoc thought pieces on key trends affecting the media, marketing and tech economy.
• Published MAGNA and its sister-agency IPG Media Lab
• Already published:
• Economy & Advertising • Over-the-Top and Cord-Cutting • Programmatic Buying • The future of Audience Measurement • Multi-Screen VOD etc. • 2013 Marketing Tech outlook • etc
RESEARCH PACKAGE 2013
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ANALYST ACCESS
• Indispensable to get the facts and the stories behind the numbers.
• Unlimited access (email, phone) to MAGNA INTELLIGENCE’s analysts for any question on any publication, any data, and all the markets we cover: clarification on methodologies, drivers behind the forecasts, etc.
• Audience and media consumption trends: Brian Hughes
• US & Global Ad Market trends: Vincent Letang, Shelley Yang, Luke Stillman.
• Global Media Costs: Cat Stewart.
• Our New York-based experts are in permanent contact with IPG/Mediabrands, Initiative and UM media experts in 70+ countries.
Luke Stillman Asia, Eastern Europe
Shelley Yang North America
Cat Stewart Global Media Costs
Malcolm Hess Latin America
Vincent Letang Global Forecasting
RESEARCH PACKAGE 2013
Brian Hughes Audience Analysis
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OUR CONSULTING CAPABILITY
Case Study: Analyzing global business opportunities in advanced TV advertising
• Client: a global vendor in set-top box technology and television software and middleware.
• Brief: analyze current and potential market opportunities generated by various non-standard TV advertising formats (addressable, local, interactive, etc) in 39 international markets.
• Methodology: MAGNA GLOBAL’s New York analysts researched TV innovation, regulation and industry trends across 39 foreign markets with the support of researchers, planners and TV buyers in sister agencies throughout all these markets (through interviews and templatized surveys).
• Deliverable: individual market profiles showing market size estimates, growth forecast, list of drivers and inhibitors and local pioneers in the 12 most promising markets ; a benchmarking deck making recommendations on which markets should be prioritized by the client.
RESEARCH PACKAGE 2013
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MAGNA GLOBAL
ABOUT US
• MAGNA is the research and investment entity of IPG/Mediabrands. MAGNA is responsible for:
• Forecasts, insights and negotiation strategy for IPG’s Mediabrands.
• $31 billion global media billings (per RECMA). Management of data and insights drives clout.
• We deliver actionable intelligence to our affiliated planning-buying teams globally.
• MAGNA’s advisory services, data and tools focus on global media industry strategies.
IPG FACTS
• 60,000 employees • 60+ agencies • 60+ countries • $31 billion in billings (2011) Mediabrands • Three global media agencies:
UM, Initiative, BPN. • 15+ media specialty agencies:
Reprise, Ansible, Cadreon, IPG MediaLab, Orion etc.
Media Companies
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MAGNA GLOBAL INTELLIGENCE Subscribers
ABOUT US
Technology Finance
Consulting & Other
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MAGNA GLOBAL INTELLIGENCE A Leading Reference in Advertising Forecasts
12/4/2012
Excluding political and Olympics-related ad, advertisers increased spending by 0.5% in 2012, according to research firm MAGNA GLOBAL .
12/3/2012
Vincent Letang, global head of forecasting at MAGNA GLOBAL , is confident that the worse-case scenario will not happen. “It is even a possibility that some nervous marketers . . . will end up spending more than they have currently earmarked if January brings a relief sentiment,” he said.
12/4/2012
That prediction assumes “we don’t fall off the fiscal cliff,” said Vincent Letang, executive vice president and director for global forecasting at MAGNA GLOBAL.
12/5/2012
Werbemarkt-Prognose von MAGNA GLOBAL: Deutschland trotzt der Finanzkrise
12/5/2012
This trend is largely echoed by Interpublic’s MAGNA GLOBAL ad revenues forecast – which includes insights from its UM and Initiative networks. This time last year, MAGNA GLOBAL expected UK media revenues to grow 4.4% in 2012, now its forecasts have been slashed to exactly half of that, at 2.2%. Vincent Letang, director of global forecasting, notes that the BBC-led Olympics proved to be a negative factor for commercial television.
10/27/2012
Selon MAGNA GLOBAL , les dépenses publicitaires en ligne devraient atteindre 87 milliards de dollars en 2012 et 130 milliards en 2016.
12/4/2012
MAGNA GLOBAL , a media buying agency, forecast that ad spending in the country would drop 8.4 percent this year, the fourth decline in five years, which would put the Spanish ad market 37 percent below 2007 levels.
10/11/2012
TV non morira, ma cautela su futuro generaliste – MAGNA GLOBAL
ABOUT US
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MAGNA GLOBAL INTELLIGENCE A Leading Reference in Advertising Forecasts
ABOUT US
MAGNA GLOBAL Forecasts are regularly quoted in the financial and marketing press in the US (WSJ, AdWeek, Mediapost), in Asia (Campaign Asia), in Germany (Horizont, Wuv.de), in France (Offremedia.com) etc
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RESEARCH PUBLICATION 2013
Update Scope Comments
ADVERTISING REVENUE FORECASTS
US Revenue Forecasts Quarterly US
Global Revenue Forecasts Twice a year Global June, December
BRIC Market Profiles Annually Global India, China, Brazil, Russia
AUDIENCE AND MEDIA CONSUMPTION
Media Access Quarterly (MAQ) Quarterly US
US Media Distribution Model Quarterly US Data companion of the MAQ
Intragenerational Media Habits Annually US
OTHER
US Category Profiles Twice a Year US March, October
The Media Inflation Report Annually Global October
Media Economy Report (MER) Twice a Year US/Global
Analyst Access Unlimited access to Magna analysts (email, calls)
POVs Ad Hoc US/Global Ad hoc thought pieces on key trends and topics
MAGNA GLOBAL INTELLIGENCE Key 2013 Publications
Editorial Calendar 2013
JANUARY FEBRUARY MARCH • Media Economy Report • Primetime Mid-Season Review • TV/ Video Landscape Update • US Media Quarterly Highlights • US Ad Forecast Report
• Golden Globes Tentpole Recap • Grammy Tentpole Event Recap
• Academy Award Tentpole Recap • BRIC Report: Russia • Industry Bodies Update • Super Bowl Tentpole Recap • US Category Report • US Media Access Quarterly
APRIL MAY JUNE • US Media Quarterly Highlights • US Ad Forecast Report
• TV Upfront Daily Email Blasts • US Sports Report
• Global Ad Forecast Report • Industry Bodies Update • Media Economy Report • Primetime Fall Review • TV/ Video Landscape Preview
JULY AUGUST SEPTEMBER • US Media Access Quarterly • US Media Quarterly Highlights • US Ad Forecast Report
• BRIC Report: India • BRIC Report: Brazil • Programmatic Report
• Industry Bodies Update • NEW TV Season Email Blasts
OCTOBER NOVEMBER DECEMBER • Intergenerational Media Habits • MTV VMAs Tentpole Recap • US Ad Forecast Report • US Media Access Quarterly • US Media Quarterly Highlights
• BRIC Report: China • Global Media Cost Study
• Global Ad Forecast Report • Industry Bodies Update • US Media Access Quarterly
Black Denotes US-centric reports. Blue Denotes Global/International publications.
