Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- Consumers are quite open to ad-supported streaming services -- even if modest fees are involved -- but they're frustrated by the current state of the advertising experience.
- Mainstream media outlets -- especially local and national news broadcasters, print news publishers and radio broadcasters -- are the most trusted sources Americans turn to for information about the COVID-19 pandemic, as well as vaccines. That's one of the media insights from a new "COVID-19 Vaccine Hesitancy" report from Horizon Media. The report, based on a nationwide study of Americans, also delves into differences in reasons some Americans are hesitant to take vaccines, and their demographic composition
- Madison Avenue's biggest media buyers saw their total media billings volume erode in 2020, but not at the rate of the overall marketplace, making the U.S.'s "Big 3" -- Publicis Media, GroupM and Omnicom Media Group -- bigger fish in a shrinking pond.
- An estimated 1.90 million subscribers cut the cord in the first three months of 2021.
- In the second month to report an explicit year-over-year comparison impacted by the COVID-19 ad recession, the U.S. ad marketplace surged 52% over April 2020, another strong indicator that the ad recovery is sustainable.
- I only ask because I'm growing weary of the harangue of Fox News "media relations" execs kvetching when I express my views that advertisers are culpable in all the damage the network does because they provide the financial support for Fox News to do it.
- Thanks largely to the acceleration of digital transformation and the need to sell to consumers in safer, more socially distanced ways, ecommerce has surged, but it remains a fraction of total retail sales. That's one of the findings of GroupM's just-released "Emerging Stronger: Building Brands In A Transformed World" report.
- The most important KPIs, or key performance indicators, used by advertisers to assess the value and effectiveness of their advertising and media aren't necessarily the ones they use most often, according to the findings of a new report from the Association of National Advertisers. The report identifies and ranks 39 KPIs, only five which rank among the top dozen for both most important and most used: ROI/ROAS; conversions; unique reach; site visits, and viewable impressions.
- The OAAA's atrociously written, muddled, and flawed guidelines ignore the ARF's long-established "media model" and include various new bizarre terms, such as "viewshed!" Are you kidding me?
- The most important KPIs, or key performance indicators, used by advertisers to assess the value and effectiveness of their advertising and media aren't necessarily the ones they use most often, according to the findings of a new report from the Association of National Advertisers.
- The guidelines are based on consumers having an "opportunity-to-see" ads, which comes after the out-of-home ad industry's de facto currency had previously elevated the industry standard to a more robust "likelihood-to-see."
- During Hall's more than 12 years at Microsoft, the company has won 11 Lions. She is probably one of the humblest ad execs you'll meet, even after Cannes Lion announced it will award her group this year's Creative Marketer of the Year award in June.
- Nielsen, which recently reported $100 million in temporary cost savings related to the pandemic, says those cuts did not explicitly impact its field force, but "included voluntary pay cuts by our leadership team, savings related to 401k and a reduction in corporate travel and expenses," according to Chief Data and Research Officer Mainak Mazumdar.
- A merger will "instantly become the largest home of linear impressions, sourcing 28% of the 2020 U.S. viewing time and 24% of U.S. national advertising," MoffettNathanson Research says.
- The cinema ad industry is preparing for a strong -- if not blockbuster -- Memorial Day weekend, following last week's guidance from the CDC that fully vaccinated Americans can return to indoor public places without their masks.
- The U.S. share of global pay-TV revenues will decline from 52% to 40% between 2020 and 2026, projects Digital TV Research.
- Over half (54%) of all U.S. respondents earning more than $50,000 are considering domestic air travel for their next trip.
- The number using any streaming service is 79%, versus 60% using a traditional pay-TV service. The percentages using three or more top SVODs leapt over the past year, as did the percentage using at least one free streamer.
- The major Anglo markets -- and the U.S. in particular -- appears to be leading the global ad economy out of recession, according to Standard Media Index's just-released "Anglo Markets Intelligence Report." In terms of the recovery's impact on the media mix, digital continues to be the leading indicator of the recovery, but the erosion of TV and other traditional media is beginning to narrow.
- The major Anglo markets -- and the U.S. in particular -- appear to be leading the global ad economy out of recession, according to an analysis released Thursday by Standard Media Index.
- WarnerMedia's movie release schedule in the near term will cater to both exclusive films for cinemas and simultaneous releases for streaming/theaters, says Jason Kilar, WarnerMedia CEO, speaking at a MoffettNathanson Research investor event Thursday.
- Standard Media Index produced an interesting "thought experiment" in its just-released "Upfront 2021-22 and the Transition of the U.S. Video Landscape" report. The report, which is chockfull of trending data on all the major linear and advanced TV ad spending volumes, also includes some analysis of its first-ever eCPM (effective CPM) data, which it is beginning to report now. But the thing that caught my eye was an economic analysis (see above) illustrating what it would take to replace the $70 billion U.S. linear advertising TV marketplace, if consumers went "100%" to direct-to-consumer video subscription options.
- Blogs are among the top nontraditional retail media channels used or considered by retail advertisers to activate their commerce, a new analysis by Advertiser Perceptions finds. The ad industry customer satisfaction researchers fielded a survey of 250 ad execs with principal responsibility for retail advertising in February.
- In preparation for more sophisticated forms of linear TV advertising sales, syndicated ad-spending research firm Standard Media Index is adding so-called "effective CPMs," or eCPMs, to its database.
- DiMarco will help steer the company into greater adoption of measurement that can compare TV results with video on social media.
- TV stations must strike out on their own to bolster new sources of revenue, especially with new locally and regionally based OTT operations.
- Did today's Nielsen-sponsored streaming summit miss the real opportunity for industry leaders and Nielsen to drive meaningful cross-"media" measurement that begs for a solution?
- Data from the Nextdoor app has become a valuable tool for marketers looking to track real-time, local changes in consumer behavior. The data reveals consumers' spending habits and media consumption preferences as well as environmental issues.
- The media research company estimates this year will see a 4.7% decline in addressable TV homes to 57.6 million.
- With a 45% share of podcast ad revenue in 2020, brand advertising is now approaching parity with direct response, at 51%.
