Category news stream


Only 4 in 10 American Adults Trust Mass Media

October 5, 2015

Gallup-Americans-Trust-in-the-Mass-Media-2001-2015-Oct2015Source: Gallup

    Notes: Trust in the mass media remains at a record low, according to Gallup, with just 40% of American adults surveyed reporting a great deal or fair amount of trust in the mass media - such as newspaper, TV and radio - when it comes to reporting the news fully, accurately and fairly. Trust has fallen from a high of 55% in 1999, with the erosion most significant among Americans aged 18-49, of whom just 36% now trust the mass media. Read more »

    Trust in Advertising: Who’s Got It, and For What Formats?

    October 1, 2015

    Nielsen-Ad-Trust-and-Response-Oct2015Nielsen has released its latest "Global Trust in Advertising" report [download page], a biennial examination of the different forms of advertising that consumers around the world trust and act upon. This latest study indicates that despite the flow of budgets away from traditional media, advertising via these channels remains influential, even among younger age groups. Read more »

    Are Young People Watching Less TV? (Updated – Q2 2015 Data)

    September 29, 2015

    Nielsen-Traditional-TV-Weekly-Viewing-Trends-Among-18-24-Q12011-Q22015-Sept2015The latest quarterly TV viewing figures are in, and with 4-and-a-half years' worth of data to examine, it's possible to see real trends emergingĀ in Americans' traditional TV viewing habits. The short of it? Yes, youth as a whole are watching less traditional TV, to the extent that this article may soon need to be renamed "How much less TV are youth watching?" Indeed, as the data in the Q2 2015 total audience report [download page] from Nielsen attests, the drop-off in viewing by the 18-24 demo isn't showing much sign of abating. Read more »

    Marketers’ Challenges in Effectively Measuring Branding Efforts

    September 28, 2015

    VisualIQ-Top-Challenges-Branding-Measurement-Sept2015Source: Visual IQ [download page]

      Notes: 8 in 10 marketers in the US and UK believe that it is more challenging to measure the impact of branding efforts than direct response efforts, according to a Visual IQ survey, which also finds fewer than two-thirds very or extremely confident in their ability to quantify the impact of their branding efforts using their available metrics. Of note, respondents are finding it more challenging to isolate and quantify the impact of individual digital channels on their branding metrics than to do the same for TV advertising. Read more »

      Friday Research Wrap, 9/25/2015

      September 25, 2015

      GfK-Consumer-Attitudes-to-TV-Ads-Sept2015Planned viewing of TV programs during primetime has reached a new high, while program switching is at a new low, reports GfK in a recent study. While watching a program on a TV network remains the most common use of a TV set during primetime, more viewers are watching recorded programs and streaming video. So what about engagement across those viewing methods? Read more »

      US Ad Spend Trends, by Medium, in Q2 2015

      September 21, 2015

      KantarMedia-US-Ad-Spend-Trends-in-Q2-Sept2015Source: Kantar Media

        Notes: Advertiser on the media platforms tracked by Kantar Media declined by 3.9% in Q2, a similar result to Q1, as 15 of the 22 measured media types monitored saw lower spending. Among traditional media, radio and out-of-home had relatively strong quarters, while print continued its decline. Kantar provides explanations for several of the results: Read more »

        Millennial Viewers Most Likely to Feel That TV Show Quality is Improving

        September 18, 2015

        TheHarrisPoll-US-Adults-Attitudes-Towards-TV-Shows-Sept2015Source: The Harris Poll

          Notes: Millennials (18-35) may be watching less traditional TV, but those who watch TV tend to be more excited than other generations about shows in general, according to results from a Harris Poll. In fact, among TV viewers, more than three-quarters of Millennials said that there is at least one new/upcoming show that they're really excited about (versus the adult average of 62%), and 61% agreed that shows are getting better and better (versus the average of 47%). Read more »

          TV “Cord-Nevers” Seen Lighter Video Consumers

          September 15, 2015

          Ericsson-Video-Consumption-by-Age-Managed-TV-Spending-Sept2015Various pieces of research - such as this one - have suggested that consumers who stream video do so to complement their traditional TV viewing, rather than entirely replace it. Now, a new study [pdf] from Ericsson ConsumerLab adds to the body of research about the behaviors of different segments of video viewers, finding that in general, consumers who don't pay for managed TV spend less time overall watching video. Read more »

          One-Fifth of TVE Authentications Occurring Via Streaming Media Players

          September 11, 2015

          Adobe-TVE-Authentications-by-Device-in-Q22015-Sept2015Source: Adobe Digital Index [pdf]

            Notes: Authenticated video viewing increased by 63% year-over-year in Q2, says Adobe, a strong increase considering the lack of a major event to drive growth. Overall, about 1 in 8 (12.7% of) pay-TV viewers watched authenticated content on their devices in Q2, up from 10.7% during the year-earlier period, but otherwise down slightly on a quarter-over-quarter basis. Of note, some 21% of TV Everywhere (TVE) authentications occurred via TV-connected devices, up from 10% a year earlier. Read more »

            Pay-TV Penetration Rates, 2010-2015

            September 9, 2015

            LRG-Pay-TV-Penetration-Rate-2010-2015-Sept2015Source: Leichtman Research Group (LRG)

              Notes: Pay-TV penetration stands at 83% of US households this year, reports LRG, based on its latest survey of 1,000+ adults. Pay-TV penetration has been on the decline this decade, down from 87% in 2010, although it remains up from the 81% registered in 2005. The total number of subscribers this year is in fact on par with the number in 2010, but occupied housing additions over the past 5 years means that the penetration rate is down. Read more »