• A State of the Union Warm-Up
    Certainly advertisers and marketers, in respecting the mood of the public, want to relate the State of the Union comments to the perceived interests of the marketplace. As a reference point, a recent survey asked adults to report, in their own words, the most important problem facing the country, and the biggest challenges facing their own families.
  • Americans Would Rather Have a Toothbrush Than a Cellphone
    According to the Invention Index Survey from Lemelson-MIT, conducted by Taylor Nelson Sofres (TNS), 34% of teenagers and 42% of adults in the US believe the toothbrush is the invention they could not live without. TNS survey results indicate that teens and adults favor the toothbrush over cars, personal computers (PCs) and even cellphones as the most valuable invention. Only 10% of teens say they could not live without a cellphone and just 6% of adults say they could not live without PCs.
  • A Sharply Divided and Non-Homogeneous Electorate
    President George W. Bush currently enjoys high approval ratings and a sharply divided electorate according to the Cook Political Report from Ipsos-Reid. 43% of registered voters would definitely vote to reelect Bush in 2004, 29% would definitely vote for someone else, and 25% are swing voters who would consider voting for someone else (and 3% are not sure). That translates into a 14-point margin (Gap) for Bush. The “Gap” is the difference between those who would definitely vote to reelect Bush minus those who would definitely vote for someone else.
  • Home Sweepstakes, War and Health Drives Viewers to Internet
    During the latest week, Nielsen//NetRatings data shows that more than 1.5 million surfers visited HGTV.com from home, gaining nearly five times more visitors since the announcement of the sweepstakes in late December. "The do-it-yourself home improvement television shows are the other type of reality programs that have grown in popularity, with its online component offering additional value-added content online," said Carolyn Clark, senior Internet analyst, Nielsen//NetRatings.
  • Phone Marketers Beware
    Perhaps not metric research, but an important “discovery” if your organization's marketing messages sometimes reach wireless devices such as cell phones, pagers or personal 800 numbers. The DMA (Direct Marketing Association) warns that The Telephone Consumer Protection Act prohibits both for-profit and non-profit marketers from using an automatic telephone dialing system to call any device when the called party is charged unless that called party has given prior, express consent.
  • Outdoor Advertisers Have More Viewers
    Arbitron Inc. has reviewed and compared Census 1990 and 2000 data on commuting time to work across the United States and found that there has been a 13.8% increase in average U.S. commute time since 1990. These findings show how much more time Americans are having to spend to get to work today—and the ample opportunities commuters, therefore, have to see outdoor media
  • The Super Bowl Is Advertising
    On January 26th more than half of all Americans (54%) will watch the Super Bowl. A survey of 500 Americans conducted by InsightExpress revealed that two out of every five who will watch, tune in for the commercials. The survey revealed that three out of five respondents pay closer attention to Super Bowl ads than they do to everyday ads, and 20% pay more attention to the commercials than they do to the actual game. The survey also found that 29% have tried a product as a result of seeing it advertised during the Super Bowl, while only 18% say …
  • Who Does the In-Flight Magazine Reach?
    According to Scarborough Research, nearly a quarter of adults in 74 cities nationwide are frequent domestic travelers, taking five or more overnight trips, either by air, land or sea, within the Continental U.S. during the past 12 months. Frequent travelers are 17 percent more likely then the average adult to be white-collar workers and 12 percent more likely to be men. Over a third (38 percent) of all frequent domestic travelers are affluent, having household incomes of $75,000+ and a quarter (25 percent) are single. The data also revealed a strong correlation between education level and willingness to travel often. …
  • Broadcast vs. Cable Primetime Season-to-Date Ratings: 2002-2003
    Accoding to the TVB.org, through week 15 of the broadcast season, which ended January 5th, broadcast’s lead over ad-supported cable remained strong. The research was conducted on a level playing field, and included all of ad-supported broadcast television - including the newer network affiliates, Hispanic affiliates, and independent stations – and all of ad-supported cable.
  • Media Intelligence Forecasts Moderate Rise In Overall Ad Spending For 2003
    Ad spending is expected to rise 3.3 percent in 2003, up to $117.5 billion, according to the full-year forecast released January 14th by CMR/TNS Media Intelligence. Looking at the quarter-by-quarter trends, spending will exhibit stronger growth through the first half of the year, due to more favorable year ago comparisons. Lower growth rates are expected as the year progresses into the 3rd and 4th quarters, reflecting comparisons to stronger year ago levels, when the market began to recover and election spending was at a high.
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