Tradtional Ad Revenue % Decline 08-09

Media industry ad revenue declined 12% year-over-year to $125.3 billion in 2009, according to a report issued by Kantar Media, the WPP-owned research firm formerly known as TNS.
The only major growth area: Online ad spending. Internet ads -- display only -- increased 7% in 2009, according to the report.
Meanwhile, TV ad spending fell 10%, as cable outperformed network TV, and spot spending fell dramatically, as political ads from 2008 weren't around in 2009. Magazines dropped 17%, newspapers and radio each dropped 20%, and outdoor fell 13%.

US Wireless Market Q4 2008 And 2008

Download both powerpoints
- Mar 2009 by Chetan Sharma Consulting

Executive Summary
The US wireless data market continued to ignore the recession doldrums in Q4 2008 and grew 7.3% Q/Q and 38.7% from Q407 to reach $9.4B in mobile data services revenues. In 2008, the mobile data services revenues reached our original estimate of $34B. Even as the global industry crossed 4B in subscriptions and $1T in total revenues, the nervousness due to the current recession has been palpable. While the flailing economy has started to hit hard on the wireless data ecosystem esp. the infrastructure and handsets segments, consumers haven’t really pulled back on mobile data spending overall, just yet. There are sub-segments within mobile data revenue stream that are starting to feel the pinch like data card subscriptions and downloadables. Also, in an event of a longer recession, the fate of the US mobile industry will be more closely tied to the overall economy this time compared to the previous recessions.

Us Wireless Market Q4 2008 And 2008 Update Mar 2009 Chetan Sharma Consulting

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Mobile TV’s Modest Numbers in Korea

By Rafat Ali - Sun 03 Aug 2008 03:22 PM PST

We have reported on this before, but some new numbers on mobile TV’s non-pickup in Korea…more specifically, the TV broadcasting using digital multimedia broadcasting (DMB) format. The story says DMB—which includes the free terrestrial and premium satellite DMB—has an audience of some 13.7 million, according to latest data. That’s up from nine million in December last year. The number of DMB-enabled receivers sold here reached 13.69 million in June.

—Mobile phones accounted for 48.4 percent of all DMB subscribers.
—Car navigation systems and other DMB-enabled terminals used in vehicles accounted for 37.8 percent of DMB receivers, followed by portable media players at 9.4 percent and USB devices at 3.8 percent.—Laptop computers were the least popular DMB device, accounting for just 0.9 percent of all receivers.

Bu the overall viewership numbers remain minuscule: TNS Media, a local research firm, overall viewer rating for the day was just 1.172 percent, peaking at 3.585 percent during the commuting hours of 6 to 7 p.m. in the survey. And, even more surprising: male viewers in their 50s proved the largest audience for mobile TV rather than the convention wisdow that tech-savvy youngsters would be watching TV on the go. Viewership was also relatively high among men in their 40s and 30s, but minuscule among women and younger customers.

SMS & MMS Penetration in APAC 2008

SMS Penetration in Select Countries in Asia-Pacific, by Age, 2008 (% of population)

AGE RANGE.......<25yrs......25+yrs
Australia.................92.0%..........76.7%
Hong Kong..............63.3%..........44.4%
Indonesia................38.6%..........30.0%
Malaysia ................70.8%..........47.0%
Philippines.............47.0%..........49.8%
New Zealand..........74.6%..........73.0%
Singapore...............92.8%..........65.6%
Taiwan....................83.1%..........42.7%
Thailand.................86.4%..........73.3%

MMS Penetration in Select Countries in Asia-Pacific, by Age, 2008 (% of population)

AGE RANGE......<25yrs......25+yrs
Australia.................24.1%..........13.0%
Hong Kong..............24.6%..........13.8%
Indonesia................3.5%............1.9%
Malaysia ................12.9%..........4.8%
Philippines.............16.0%..........19.6%
New Zealand..........3.1%............1.4%
Singapore...............36.2%..........17.2%
Taiwan....................7.2%............3.0%
Thailand.................35.1%..........20.9%

Source: Nielsen Media Index and Nielsen Panorama as cited in press
release, October 21, 2008