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Super Bowl 2016 Data

February 4, 2016

NRF-Opinions-About-Super-Bowl-TV-Ads-Feb2016Close to 190 million Americans are expected to watch Super Bowl 50 on Sunday, reports the NRF, based on a survey of more than 7,000 adults. The 77% of respondents planning to watch the game is the highest percentage in at least the past decade. This year almost one-quarter (23%) of viewers said that the commercials are the most important part of the Super Bowl, while 45% feel that the game itself is most important. Read more »

Where Do Marketers See Their Most Exciting Digital Opportunities Today And in 5 Years?

February 2, 2016

EconsultancyAdobe-Most-Exciting-Opportunity-2016-and-in-5-Years-Feb2016Optimizing the customer experience continues to be the most exciting digital opportunity available to company marketers today, according to results from the latest Digital Trends report [download page] produced by Adobe and Econsultancy. Customer experience was also cited as the most exciting opportunity for marketers in both 2015 and 2014. But fast forward 5 years and respondents believe a different opportunity will take precedence. Read more »

The Core Values Consumers Feel Are Most Important For Brands to Embody

January 28, 2016

HavasWorldwide-Most-Important-Core-Values-Brands-to-Embody-Jan2016Quality is the core value that the largest share of consumers around the world feel is important for brands to embody, according to results from a recent Havas Worldwide study. Reliability/durability and honesty/transparency follow in close succession, with separate results indicating that most consumers feel that it is important for a company to be transparent. Read more »

2016 Marketing Budget Trends, by Channel

January 26, 2016

StrongViewSelligent-2016-Marketing-Budget-Plans-by-Program-Jan2016Business leaders are once again confident in the general direction of their marketing budgets this year, report Selligent and StrongView in newly-released survey data [pdf], as 56% of respondents expect to increase their budgets. Email appears to be a primary recipient of increased budgets, according to the StrongView report and a separate study [pdf] from Campaigner. Read more »

Which Sectors, News Sources and Spokespeople Do Consumers Trust the Most?

January 26, 2016

Edelman-Credibility-of-Company-Spokespeople-Jan2016Trust in the institutions of government, business, media and NGOs has increased across the globe, reports Edelman in its latest annual Trust Barometer report. However, trust in these institutions lags among general population respondents, instead driven by the so-called "Informed Public" - college-educated 25-64-year-olds in the top income quartile who have significant media consumption and engagement in business news. Read more »

Marketing to Young City Solos

January 12, 2016

MC-EMS-Young-City-SolosHighly educated and with above-average discretionary spending, Young City Solo households are an appealing consumer segment for marketers targeting young urban professionals with active lifestyles. Based on data derived from Experian Marketing Services' Mosaic® USA consumer segmentation database, a new MarketingCharts study - Marketing to Young City Solos - outlines the key lifestyle, demographic and attitudinal characteristics of this group and provides crucial zip code-level targeting information. Read more »

Email Marketers’ Most Important Initiatives in 2016

December 30, 2015

StrongView-Email-Marketers-Top-Initiatives-in-2016-Dec2015Source: StrongView [pdf]

    Notes: Email marketers are much more focused on increasing subscriber engagement in the year ahead than they are on growing their list, per results from a recent Strongview survey, likely reflecting continuing gradual decreases in click rates. Improving segmentation and targeting ranks as the second-most important initiative for the email marketers surveyed, presumably as that will boost subscriber engagement. These have been the top priorities for at least a couple of years, though better understanding customer context through data analysis has since leapfrogged email list growth as a priority. Read more »

    Why Do Consumers Share Content Online?

    December 29, 2015

    Adobe-Motivations-Sharing-Content-Online-Dec2015Almost two-thirds (64%) of consumers surveyed across 6 countries - including three-quarters in the US - share content online, per new data shared by Adobe from its State of Content report [pdf]. Among those who share external content such as articles and photos, the top motivation for doing so is to make people laugh (37%), per the report, reflecting separate results indicating an affinity for humorous and entertaining content from brands. Read more »

    Are Young People Watching Less TV? (Updated – Q3 2015 Data)

    December 15, 2015

    Nielsen-Traditional-TV-Weekly-Viewing-Trends-Among-18-24-Q12011-Q32015-Dec2015The latest quarterly TV viewing figures from Nielsen are in, allowing for an analysis of almost 5 years' worth of Americans' traditional TV viewing data. The short of it? Yes, youth as a whole are watching less traditional TV. But the data in the Q3 2015 total audience report [download page] from Nielsen suggests that the declines may be slowing, and that traditional TV remains the primary video viewing mechanism for adults across age groups. Read more »

    The Demographic Composition of US Media Audiences

    December 8, 2015

    Experian-Online-Media-Usage-Comparison-by-AgeThe media environment is growing more fragmented, presenting marketers with fresh challenges but also new ways of reaching target audiences. MarketingCharts' latest report - the 2015 edition of "US Media Audience Demographics" - enables marketers to cut through the hype and identify the channels that most appeal to various demographic groups. Read more »