Advertising in the USA
by Claudio Maselli
1. Types of advertising
1.1. Digital Advertising
1.2. Radio Advertising
1.3. Television Advertising
1.4. Magazine/Newspaper advertising
1.5. Outdoor and Cinema
2. Television Advertising
2.1. Most effective mass-market advertising format
2.2. Extraordinary prices --> price is related to quote --> the higher the quote, the higher the price
2.3. 1 hour of TV contains on average only 42 minutes of programming --> half an hour contains 22 minutes of programming and 8 minutes of advertising (6 min. of national ads, 2 min. of local ads)
3. Super Bowl Ads
3.1. Known as much for its commercial advertisements as for the game itself
3.2. Average cost of a single 30-second TV spot during this game has reached $4.5 million (seen by 100 million viewers)
3.3. High-Quality productions, often with celebrities
3.4. Examples: https://www.youtube.com/watch?v=Cqlpbtyckr8 https://www.youtube.com/watch?v=Q2c2mPpvcpw
4. Compared to Germany/Europe
4.1. Advertisements appear in longer, but less frequent advertising breaks
4.2. around 6 minutes every half-hour
4.3. In Germany public television stations own a major share of the market
4.4. Private stations are allowed to show up to 12 minutes of advertisements per hour with a minimum of 20 minutes of programming in between interruptions
5. Leading advertisers on the market
5.1. 1. Procter & Gamble ($4.6 billion)
5.2. 2. AT&T ($3.3 billion)
5.3. 3. General Motors Company ($3.1 billion)
6. General Facts
6.1. Over $220 billion are spent each year
6.2. most money is spend in TV-ads
6.3. USA is largest advertising market worldwide
6.4. Revenue of over $70 billion each year