Yahoo calls them "the most influential generation" - but they're also often overlooked by advertisers in favor of both their younger (Millennial) and older (Boomer) counterparts. In a new study, MarketingCharts delves into the marketing and advertising channels to which Gen Xers ascribe the most purchase influence, with some surprising results. Read more »
American adults are almost twice as likely to dislike (61%) as to like (34%) advertising, per recent research from YouGov. So which types of ads get the blood boiling the most? HubSpot has some answers, based on a survey conducted among more than 1,000 online browsers in the US, UK, Germany and France. Read more »
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Ace Metrix has released its list of Q2's top "breakthrough" ads, based on almost 2,000 TV and digital ads tested during the quarter. Breakthrough ads are those that combine the highest "Likeability" and "Attention" scores as measured via viewer surveys. While these aren't necessarily the main goals of advertisers, cutting through the clutter and appealing to viewers is increasingly difficult in a world where ad exposure is increasingly optional. Read more »
1 in 4 US TV households now lack cable and satellite reception, reports GfK in newly-released data from a survey of 3,009 US households. While these households are fairly evenly split between cord-cutters (stopped paying for pay-TV) and cord-nevers (never paid), these two groups differ in some basic socioeconomic and TV viewing characteristics. Read more »
Research has for some time suggested that streaming video acts more as a complement to - rather than a replacement for - traditional TV. A recent survey [download page] from IBM Cloud Video lends some weight to that assertion, with respondents indicating that a desire for more content was the leading reason why they initially subscribed to their favorite streaming service. Read more »
Young Americans are "less enthusiastic" about the news than their older counterparts, and are less voracious consumers of news, according to a report [pdf] from the Pew Research Center and the John S. and James L. Knight Foundation. Just 27% of 18-29-year-olds reported following news all or most of the time, about one-third of the proportion of adults aged 65 and older (77%). Read more »
Watching TV shows and ads on a TV set is a different animal than watching them on digital screens, and for advertisers, the former might be best. At least that's the conclusion of a recent study from the Council for Research Excellence (CRE) conducted by Hub Entertainment Research. Read more »
Note: The Hitwise data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 10 million US internet users. Each month, Hitwise measures more than 20 million unique websites, including sub-domains of larger websites, and 500 million searches. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage may not include traffic for all sub-domains of certain websites that could be reported on separately.
Social media ads have seen rapid spending increases in recent years, and that increasing flow of money is having a profound effect on social advertising's status as a consumer purchase influencer. That's according to an exclusive new primary research study from MarketingCharts, the 3rd annual "Advertising Channels with the Largest Purchase Influence on Consumers" report. Read more »
TV networks continue to top all media categories in brand equity, says The Harris Poll in releasing new data from its EquiTrend Study. However, video streaming subscriptions are catching up, and actually take the lead among the youngest respondents. Read more »