• Magna: 2019 U.S. Ad Outlook More Than Doubles To +6.3%
    U.S. ad growth has more than doubled since IPG Mediabrands Magna unit published its original outlook late last year. Based on Magna's Fall 2019 update the U.S. ad market will now expand 6.3% this year, more than twice the 2.4% expansion it projected in December 2018. Despite signals of macro economic uncertainty and predictions of slowdown in U.S. GDP growth -- maybe even a recession -- Magna reports the U.S. ad market has already expanded 7.6% during the first half of 2019.
  • Study Finds Local Broadcast Media Generates $1.17 Trillion Of U.S. GDP
    The local commercial broadcast television and radio industry generates $1.17 trillion of Gross Domestic Product (GDP) and 2.47 million jobs through direct and "stimulative" effects on the U.S. economy, according to a new study by Woods & Poole Economics with support from BIA Advisory Services, released Thursday by the National Association of Broadcasters.
  • Study Finds Clients Outsource Training, Agencies Provide It Internally
    Advertisers and agencies concur that there is a pressing need to continually educate their organizations to keep up-to-date on changing industry needs, but they differ in the subject matter they focus on and how they provide professional development for their staff. Marketers are far more likely to outsource training or pay for continuing education, while agencies typically handle it internally.
  • Ad Industry Perception Turns Negative For First Time Since 2012
    Perception of the ad industry among U.S. consumers has gone negative for the first time in seven years. Not since 2012, when the "net positive" perception of the ad industry was a negative 4, has the ad industry's goodwill been below water. The data is a "Research Intelligencer" analysis of the ad industry's performance in Gallup's recently released U.S. Industry Rankings report. The indexes are the net difference of the percentage of Americans indicating they have a "very" or "somewhat" positive view of the industry vs. those indicating a "very" or "somewhat" negative view of it.
  • 'Peacock' Enters Increasingly Crowded D2C Video Marketplace
    NBC's Peacock, a subscription video-on-demand (SVOD), is the latest entrant in a rapidly expanding universe of OTT services being offered direct-to-consumers. As this delineation from Wall Street equities firm UBS shows, the competition can be grouped into four buckets of niche and/or general interest services using either SVOD or ad-supported video-on-demand (AVOD) models.
  • Dentsu's Merkle, 360i Dominate 'Performance' Agency Rankings
    Dentsu Aegis Network's Merkle and 360i, and Los Angeles-based independent Wpromote, rank as the top performance marketing agencies, in Forrester's just-released "Wave" study for the third quarter of 2019. The report, which evaluates 12 agencies overall, scores each on the basis of 28 explicit criteria.
  • 'Look At This:' Publicis Media Collaboration Finds That's What Twitter's For
    An in-depth, two-stage study of social media platform users conducted by Publicis Media and Twitter finds distinct reasons why people use them. The study, which surveyed nearly 1,500 people and recontacted more than half of those in a follow-up, found people use Twitter to keep current with world events, while Facebook and Instagram are used primarily to keep up to date with friends/family and what's trendy, respectively. YouTube is used primarily to learn about passions and discover new things.
  • Advertisers/Agencies Misaligned On Media, Especially 'Neutrality'
    Advertisers and agencies are misaligned on their views of media agency performance on key issues, according to findings of multinational study by ad management consultancy ID Coms. The study, "Media Thinking Report" 2019, updates a similar study conducted in 2017 and finds agencies and their clients are divided on their agencies' media performance, especially when it comes to so-called "media neutrality."
  • Does Pre-Season Buzz Really Matter?
    In this week's edition, I examine the strategies associated with the timing debuts of new programming on broadcast, cable and streaming. While some shows generate a considerable amount of buzz before they premiere, others fly under the radar, which raises some obvious questions.
  • What Do The World's Biggest Advertisers Obsess On: Growth, Growth And More Growth
    "Growth," and derivative words like "grew" and/or "growing," are the top words used by the management of the world's leading publicly traded advertisers when talking to financial analysts during their earnings calls, according to an analysis of transcripts of calls with 35 companies spending more than $1.5 billion on advertising each annually.
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