Category news stream


Top 10 Marketing Charts of the Month – September 2015

October 8, 2015

MC-Top-10-Sept-EntryThis month's quick-hit set of top charts includes the following topics: identification with generational traits; American affluents, by generation; youths' traditional TV viewing; trust in digital brands; effective video marketing types; apps' share of mobile time; concentration of mobile app use; US media ad spend forecasts and Q2 results; and important B2B technologies. Read more »

The World’s 10 Most Valuable Brands in 2015

October 7, 2015

Interbrand-Top-10-Global-Brands-Oct2015Source: Interbrand

    Notes: Apple and Google remain atop the list of most valuable brands for the third consecutive year, with their brand value growing by 43% and 12%, respectively. While the composition of the top 10 remains largely the same as last year, Amazon cracked the top 10 list for the first time, replacing Mercedes-Benz, which fell to #12. In other moves among the top 10, Microsoft (#4) switched places with IBM (#5), as did Toyota (#6) and GE (#8). The fastest-mover for the second-consecutive years was Facebook, which has now moved from #52 in 2013 year to #23, with a 54% year-over-year increase in brand value. Read more »

    Trends in B2B Content Marketing

    October 6, 2015

    CMIMarketingProfs-Organizational-Goals-B2B-Content-Marketing-Oct2015The Content Marketing Institute (CMI) and MarketingProfs have released their latest annual report [pdf] looking at the state of content marketing among B2B marketers in North America. As the sixth annual report covering this area, the study allows for comparisons to years past to identify shifts and trends. Even so, some findings, such as the perceived effectiveness of in-person events, appear to be quite consistent over time. Read more »

    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 Household Income Trends in 2014

        September 24, 2015

        CensusBureau-Median-Household-Income-Trends-1975-2014-Sept2015The median household income in the US was $53,657 last year, not statistically significant different in real terms from the 2013 estimate, according to recent data [pdf] released by the US Census Bureau based on official national findings from the Current Population Survey. Real median household income (in 2014 dollars) has grown by about 10% over the past 30 years (from $48,664 in 1984), and has failed to recover from its peak of $57,843 in 1999. Read more »

        Top 10 DMAs by Percentage Penetration of Affluent African-Americans

        September 23, 2015

        Nielsen-Top-10-DMAs-Black-Affluents-Sept2015Source: Nielsen

          Notes: African-Americans are increasingly affluent, educated and diverse, reports Nielsen in a recent study entitled "African-American Consumers: The Untold Story." The study demonstrates that African-American population growth has outpaced the total population since the turn of the century, and that the share of the Black population represented by immigrants has tripled from 1980 to now (8.7%). Read more »