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With the World Cup over, it's time to take a look back at some of its key themes for marketers. How did sponsors' ads fare? How much buzz was there on social media? (Hint: a lot.) Which brands picked up the most followers on social media? The data suggests that while it was an exciting event for viewers, sponsors came out with mixed results. For example, World Cup-related TV ads tended to resonate only with those interested in the event, and while almost half of the most-shared video ads so far this year are related to the event, non-sponsors tended to see more activity than sponsors. Read more »
Roughly 6 in 10 binge-viewers (defined as TV viewers who watch at least 3 episodes of the same TV show in one sitting) agree that they enjoy binge-viewing because they don't have to watch ads, and slightly more than half think that ads have no place in the binge-viewing experience, finds Annalect [download page] in newly-released survey results. At the same time, binge-viewers responding to the survey were twice as likely as those who don't binge-view to say they often discuss ads with their friends and family and share ads via social media, suggesting that they are receptive to advertising in general. Read more »
Much like the population-at-large, college students pay a considerable amount of attention to recommendations from friends and family. But beyond word-of-mouth, traditional media such as TV ads and posters and billboards also generate a significant amount of attention from college students, according to the latest annual "College Explorer" study [download page] from re:fuel. And while ads on social media sites draw the most attention of the various digital channels identified, banner ads are relatively ignored. Read more »
Three-quarters of internet users across 50 markets around the world report watching traditional TV on a daily basis, compared to one-quarter who report watching video on a digital device with that frequency, according to results from a TNS survey of more than 55,000 internet users around the world. The US results largely hewed to the global average, with three-quarters watching TV daily compared to 24% watching video daily on a PC, laptop, tablet or mobile. Read more »
Note: The Experian Marketing Services 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 5 million US internet users. Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. 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 does not include traffic for all sub-domains of certain websites that could be reported on separately. Figures are for visits from desktop/personal computers only.
Marketers are increasing their spending on digital advertising at a rapid rate, and many CMOs predict that digital media will soon capture upwards of three-quarters of marketers' budgets. But do consumers believe that online ads are as effective as traditional media in influencing their purchase decisions? A new MarketingCharts Debrief, "Advertising Channels With the Largest Purchase Influence on Consumers" [download page] builds on existing research by examining the stated purchase influence of various ad channels across a range of demographic groups. Read more »
[Editor's Note: This article has been expanded into a new MarketingCharts Debrief that offers data-driven insights into the evolving TV industry, examining viewing behavior, ad spending trends, and TV's impact as an advertising medium.] The results are in, so to speak, and with several quarters' worth of data to examine, it's possible to see some real trends emerging in Americans' TV viewing habits. The short of it? Yes, youth as a whole are watching less TV - and they watch a lot less than older Americans. And, as the data in this latest cross-platform report [download page] from Nielsen attests, the drop-off in viewing by the 18-24 demo is intensifying again. Read more »