Political advertising reached $9.8 billion in the 2016 election year, marking a more than 4% increase from the 2012 election cycle ($9.4 billion) and representing a new record, according to Borrell Associates. But while the spending amount was in itself interesting, the channel breakdown may have been more noteworthy. Read more »
Newspapers' cross-platform audience - print, website and mobile app - numbers more than 169 million adults in the US, or 69% of the US adult population in a typical month, according to recently-released figures from Nielsen Scarborough. And while print newspaper ad spending has been plummeting, the same can't be said for the print audience. Read more »
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Digital media tends to get the buzz these days as newer emerging platforms excite marketers and provide new possibilities for reaching audiences. But traditional media channels retain wide reach, and traditional media advertising continues to have a strong influence on consumers' purchase decisions. In this article, we highlight 3 key stats about traditional media audiences from our latest Media Audience Demographics study. Read more »
Fresh off the heels of research suggesting that adults trust traditional media ads more than digital ones, a study from YouGov [pdf] indicates that Americans are more likely to trust news that they read about in the newspaper or see on TV than they are to trust what they read online. 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.
Marketers today are tasked with navigating an increasingly fragmented media landscape often cluttered with hype about the death of one medium and inexorable rise of another. MarketingCharts' newest report - our 3rd annual 2016 edition of "US Media Audience Demographics" - provides marketers with crucial, high-quality data identifying the media channels that most appeal to various demographics groups. Read more »
Online pop-ups continue their reign as the most disdained form of advertising, it seems. In a new study [download page], MarketingSherpa reports that just one-quarter of consumers trust pop-ups, making them the least trusted type of ad. That finding follows separate research from HubSpot indicating that pop-ups are the most widely disliked ad type. By comparison, traditional media ads seem quite trusted for purchase decisions. Read more »
Senior marketers in the US, UK and Australia prioritize social media more than any other communications channels for product launches, according to a study [download page] from Five by Five. Indeed, social media figured among the top 5 channels (of more than a dozen listed) for about three-quarters of the survey's respondents. Read more »
Referrals (66%) and company websites (47%) continue to be the best sources of new customers for local advertisers, much as they were back in 2011, according to a new report [download page] from Borrell Associates. However websites have declined as an effective source over the years, and are now being challenged by social media, per the report. Read more »
Surprise! Not only is TV advertising an effective way of driving consumers into stores, but it's also a top factor for Millennials, according to research from Kelly Scott Madison (KSM) [pdf]. Based on a survey of more than 1,000 US adults, KSM found 30% of US adults stating that TV ads are extremely or very influential in encouraging them to shop in stores rather than online. That trailed only store circular ads (40%) and email ads/coupons (37%). Read more »