December 3, 2014
This month's quick-hit set of top charts includes the following topics: what consumers want from brands; the power of word-of-mouth; brand marketing on Instagram; primetime TV audience trends; why consumers go online; the CFO view of marketing; data-driven spending trends; conversion rate optimization methods; and shopping cart abandonment.
December 3, 2014
Source: Adroit Digital [download page]
: TV, online display, and social are the advertising media most likely to influence Hispanics who shop online, according to an Adroit Digital survey of 607 Hispanics, almost 8 in 10 of whom are aged 18-34. Beyond those top 3 channels, mobile and online video have a significant stated influence on Hispanics, according to the respondents, while radio and billboards lag.
: [Debrief] Advertising Channels With the Largest Purchase Influence on Consumers Read more »
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December 2, 2014
: 19% of US households this year own a digital media player such as Apple TV or Roku, representing a significant step up from 12% penetration last year, per GfK. Interestingly, Roku and Apple TV device users are as likely to say they use those devices in addition to regular broadcasts as they do as a replacement for regular TV, while Chromecast users are more likely to use them as additive (50%) rather than replacements (31%). It's also worth noting that Apple TV and Roku users say their devices are their first considered viewing source when watching TV/movies in the evening, ahead of live TV, a fairly significant result. Read more »
December 1, 2014
Source: Ipsos MediaCT
: Netflix is among the top-3 "cool" networks or services for a leading 26% of TV viewers aged 18-49, according to results from an Ipsos survey, followed by YouTube (15%) and HBO (14%). The list contains an assortment of niche networks such as Adult Swim (9%) and Comedy Central (9%); notably, networks such as ABC and CBS aren't considered by many to be among the top 3 "cool" networks despite being the most broadly watched.
: [Debrief] TV in Context: Viewing Trends, Ad Spending, and Purchase Influence Read more »
November 25, 2014
Some 35% of CEOs at large organizations believe that their marketing's sales performance is exceeding expectations, while fewer CMOs (26%) agree, according to a Forbes Insights study [download page] conducted in association with Rocket Fuel and Spencer Stuart. The survey - conducted among 296 global senior executives, 80% of whom hail from companies with more than $1 billion in revenues - suggests that CEOs may simply have lower expectations of marketing, as many believe their investments are wasted. Read more »
November 20, 2014
Source: Leichtman Research Group (Pay-TV / Broadband)
: The largest pay-TV providers - representing about 95% of the market - shed roughly 150,000 subscribers in Q3, up from a loss of about 25,000 in Q3 2013
. By contrast, the largest broadband providers - representing about 94% of the market - gained more than 700,000 high-speed subscribers, up 35% from last year. For the time being, the top pay-TV providers continue to have a larger subscriber base (95.3 million) than the top broadband providers (86.6 million), though that gap is steadily closing. Read more »
November 19, 2014
The topics of TV consumption and cord-cutting have been back in the national conversation with the recent rash of announcements regarding stand-alone streaming services from the likes of HBO and CBS. MarketingCharts has been tracking trends in traditional TV consumption on an age basis for several quarters; now new data from Rentrak's Chief Research Officer Bruce Goerlich adds another dynamic to the discussion. Read more »
November 13, 2014
Data's role will grow substantially more important in the future, according to more than three-quarters of marketers, advertisers, service providers, technologists and publishers surveyed by the Winterberry Group and the GlobalDMA across 17 markets. The study [download page] finds broad agreement across those markets that the value of data-driven marketing and advertising (DDMA) is growing, and almost three-quarters expect to increase their spending on DDMA next year. Read more »
November 10, 2014
Recent announcements by HBO and CBS that they will be providing standalone OTT offerings have offered the latest signals of change in the TV business, and many expect those announcements to be the beginning of the end of the pay-TV bundle. These moves provide an interesting backdrop to recent survey results from TNS, which suggest that streaming might not be cannibalizing pay-TV programming. Read more »
November 10, 2014
: Among "SMB Plus Spenders" (those spending at least $25,000 annually on advertising and promotions), around 6 in 10 cite search engine marketing (SEM) and search engine optimization (SEO) count as an extremely or very high priority over the next year, according to BIA/Kelsey's report. In the next tier on the priority scale are email (53.7%), print advertising (53.3%) and analytics/performance assessment (51.6%), while few cite video (40.2%) or discount deals and promotions (38.2%) as a top priority. Read more »