• How Fortnite Became A Top YouTube 'Genre'
    A new report shows that Fortnite is already one of the most-viewed genres on YouTube. The views are being driven by a perfect storm of referrals from brands (600 million views), influencers (49 billion views) and even other third-party media publishers (400 million views).
  • Welcome To The Vortex: Why People Feel Trapped In Their Devices
    As part of its ongoing "Life Online" research, experience design researcher Norman Nielsen Group has identified a new, troubling media pathology: that people increasingly feel like they are trapped in a vortex of digital media devices. "The vortex is a user-behavior pattern that begins with a single intentional interaction followed by a series of unplanned interactions," NNG analysts Kate Moran and Kim Flaherty write in an analysis published Sunday, explaining how one test subject describes the phenomenon. "This unplanned chain of interactions creates a sense of being 'pulled' deeper into the digital space, making the user feel out of control."
  • The Sum Of Nielsen's Parts: 'Watch' It Here
    Most -- nearly 85% -- of the enterprise value of Nielsen comes from its "Watch" division, which comprises its media measurement services. The rest comes from "Buy," which is its consumer marketing research services and/or its corporate value. That's according to a "sum-of-the-parts" analysis published by Wall Street securities firm BMO Capital Markets.
  • Nielsen Rates 'Same Gender' Viewers, Reveals Different Preferences
    Nielsen has added a TV ratings break for "same gender spouse or partner" viewers. The first ratings, which were released today as part of an announcement with LBGTQ advocacy group GLADD, shows some marked differences in TV viewing patterns vs. the general population. CBS' "Murphy Brown" was the highest rated show among the same gender break, but doesn't even rank in the top 20 prime-time shows among all viewers for the Nielsen week of Sept. 24-30. Other top 20 prime-time shows among the same gender break that don't rank in the top 20 of total viewers include: "American Horror Story," …
  • Weed The People: How MRI Was Able To Do It
    When MRI set out to benchmark the U.S. cannabis consumer, it faced some unique respondent quandaries. On the eve of the release of the National Cannabis Study, we asked GfK MRI Senior Vice President-Innovation & Insights Karen Ramspacher to describe her methodology.
  • Marketers Pessimistic About Delivering Promise Of 'Personalized' Ads
    Creating personalized ads that are relevant and meaningful to consumers is one of the new Holy Grails of marketing, but only about a third of marketers surveyed recently by Forrester Consulting are confident they can achieve it. The study, which surveyed 109 U.S. marketing strategy "decision-makers," found only about a third are very or somewhat confident in their ability to create personalized ads, as well as in their ability to deliver them. The No. 1 challenge in delivering on that promise, the Forrester report asserts, is the "ever-changing" context of consumers
  • MRI Unveils New Media Planning Segment: Cannabis Users
    MRI, the U.S. consumer research division of GfK MRI, which is the mainstay for media planning for many top agencies and brands, has rolled out a new consumer audience segment: cannabis users. The benchmark study, a 3,000-plus respondent survey using the Knowledge Panel (now part of Ipsos), estimates 16% of Americans consider themselves cannabis users, with 10% using it monthly and 4% using it daily.
  • Fact: Older Americans Aren't As Good At Discerning It
    New findings from Pew Research Center about the ability of Americans to determine fact vs. opinion statements could have potential implications for marketers. The study, which was designed to understand how Americans of different age groups -- older ones 50+ and younger ones ages 18-49 -- was fielded to understand how proficient each group is at discerning fact vs. opinion in news reporting, but it could have bearing on product claims, positioning statements and other aspects of brand messaging too.
  • Traditional TV Still Rules, But Other Screens Are Catching Up
    This week's report examines the progress of traditional TV and alternative media devices used to watch TV. Traditional TV still rules, but inroads are being made among the alternatives, especially with certain types of viewers.
  • Get Your 'Attribution Accelerator' Presentations Here
    If you weren't able to make Sequent Partners' and Greenbook's "Attribution Accelerator" conference Oct. 11 in New York City, fear not. You can download the presentation decks from most of the presenters -- nearly 30 of them -- here.
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