DESCRIPTION Choose a particular market (for instance your country of origin or y
ID: 329597 • Letter: D
Question
DESCRIPTION
Choose a particular market (for instance your country of origin or your country of residence, e.g ) and analyze its media industry landscape (both offline and online).
OUTCOMES
1) Parameters to identify and describe (as much as you can get; marked in green the aspects that should be your priority, since you’ll need this information for the final project): Market size and media mix investment; market evolution. Top advertisers. Main media groups. Most relevant media outlets in terms of general audience (TV, Print, Radio, Internet). Demographics profiles per media types; consumption habits per type of audience. Cost of placing ads (estimated, just for top general audience media outlets). Current trends (in media consumption, media business models, advertising spending…). Top local marketing services companies. Main trade organizations and lobbies. Any other relevant aspect you may identify.
2) General conclusions/insights after analyzing all relevant data
Explanation / Answer
Parameters to identify and describe:
Total media spending till 2017 in the North America region is 540922 Million Dollars. This is quite an evidence of the market size of media industry in the US. The industry is growing at a rate of 4 percent CAGR year on year.
The consumer spending in the North America region was 341058 Million Dollars with a CARG of 3.8.
According to McKinsey & Company the media industry in Latin America region is the fastest growing region with a projected 13.4 percent compound annual increase.
The media mix investments by shares cound be estimated by the table mentioned here under:
Category
Percentage Market Share (2017)
Digital
35.9
Television
36.4
Audio
5.6
Cinema
0.5
Out of Home
6.9
Consumer Magazines
3.3
News Papers
11.4
It can be inferred that the Digital and Television are established themselves as most wide spread media channels.
The market evolution may be inferred from the advertising expenses provided on an year on year basis for the North America region. We consider the advertising expenses as advertisement is the primary means of fueling the media industry.
Region
2014
2015
2016
2017
CAGR
North America
174052
180160
192379
199864
4.5
The above figure are in Million dollars and the CAGR of 4.5 depicts the growth rate of the advertising expenses being done.
Hence it shows how the media industry is growing in the North America region.
Most relevant media outlets are TV and Internet.
Category
Age Group
TV
5-70
Internet
12-40
Radio
5-75
Category
Percentage Market Share (2017)
Digital
35.9
Television
36.4
Audio
5.6
Cinema
0.5
Out of Home
6.9
Consumer Magazines
3.3
News Papers
11.4
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