Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- The top four networks collectively are down 17% in Nielsen-measured average prime-time viewers and 23% in average prime-time 18-49 viewers. CBS is 22% lower to 5.6 million, while NBC is down 20% to 5.0 million, ABC is down 13% to 4.5 million and Fox is 10% less to 4.2 million.
- The industry-specific B2B search engine, MeetingPrep.com from MediaVillage, addresses the media industry's failure to invest in education and diversity.
- The growth beat the previous record of 211.7 million in Q4 2018, reports Strategy Analytics.
- Nielsen is adding ad spend by advertiser across national/local TV and Spanish-language national/local TV to its publicly disclosed top 10 TV-related lists. The top five biggest national TV advertisers in October are Procter & Gamble, Berkshire Hathaway, Amazon, General Motors and Progressive. The top five local TV advertisers for the month are Joe Biden for President, Toyota Motor Corp., the House Majority PAC, General Motors and the Democratic National Committee. The top two Spanish-language national TV advertisers are P&G and Verizon.
- For all of Madison Avenue's focus on digital performance media and marketing, and how it drives ecommerce, a new report from GroupM Business Intelligence is a powerful reminder that the vast majority of retail sales still happen in a physical retail location, not online.
- One-quarter of consumers in a recent study bought counterfeit products, 36% saw fake ads or social posts, 41% saw fake websites, and 35% experienced fake social media accounts.
- There are brands that do what you do, but you know you do it best. So how do you let everyone else know that? If you're AT&T, you produce impactful creative and devise a hyper-targeted, eye-catching media strategy. AT&T enlisted a popular social influencer and artist to create 30 unique executions that targeted decidedly distinct groups with artwork and animation.
- In the U.S., ecommerce is projected to account for only 16.2% of all retail sales next year.
- The new standard addresses ad-sharing scenarios in which multiple entities own ad slots in CTV/OTT apps.
- Research from Ghostery, a free privacy and security-related browser extension, found that in 2020 companies increased the number of website pages in which they track consumers, as the ad industry prepared to the departure of third-party signals from Google and Apple.
- Car buyers desire items like an air conditioner with built-in germ filtering and a built-in phone sanitizer.
- Social media advertising formats generated 17% more ad sales in 2020 to reach $80 billion globally, according to a Magna report.
- Companies that make decisions based on data are 58% more likely to beat their revenue goals, research suggests. Yet most companies now struggle to align their strategies with new customer demands due to the COVID-19 crisis. A number of these fundamental shifts will have the potential to impact business on just about every level for years to come.
- Is it possible to become one of the go-to websites for your industry within a mere 7 months? It is if you're Adobe XD, and you strategically develop an extensive SEO and content strategy prior to its launch. As a relative unknown in the UX/UI design space, Adobe XD needed to do some investigating before launching Adobe XD Ideas. They conducted in-depth keyword, competitive and content gap research that enabled them to prioritize the topics that UX/UI design professionals were searching for online.
- Only 10% of advertisers and agency media planning and buying executives surveyed by the IAB last month say their ad budgets for 2021 are firm for the entire year, while 39% say they are "ballpark" and 19% say they are flexible for the entire year. Those are among the findings of interviews the IAB conducted with advertisers and agencies as part of a 2021 Marketplace Outlook report, released today.
- I've been analyzing television research and programming for more than 30 years, and have always prided myself on being able to keep on top of the ever-changing video landscape. In the era of Peak TV+, however, it takes longer and longer to become aware of new linear TV series, much less the wide array of original scripted streaming content. It's simply not possible to know what's available without exploring each service every month (or week). There are no fall or mid-seasons. Every time I start searching for something new to watch on Netflix, for example, there are several new series and movies I've never heard of, increasingly originating in other countries. In this week's edition, I offer my take on 10 more "hidden gems" worth streaming.
- "The pandemic provided dealers with a wide-open path to allow different approaches to sell vehicles," says J.D. Power's Chris Sutton.
- The average number of services used rose by two between April and October alone, and the churn rate for SVODs declined by eight percentage points between the third quarters of 2019 and 2020, according to new research.
- Coming out of what may well be the greatest year of self-reflection for all of society, the ad industry had a huge opportunity to define its sense of purpose and it just blew it.
- By 2025, digital media will account for 70% of all ad spending worldwide, according to a new long-range projection released as part of Magna's just-published year-end 2020 forecast. That's up from only 59% this year, and 43% just three years ago.
- Despite recent improvements in advertising and viewing results, Newsmax TV is still far behind bigger cable news channels in key ad business and viewing metrics. Since the beginning of December, Newsmax has seen 2,168 airings of TV commercials, amounting to $598,000 in total advertising -- yielding 236 million impressions, according to iSpot.tv.
- The ambitious "single currency" audience measurement plan unveiled by Nielsen this week comes with a price tag. And it will be paid mainly by charging higher prices to existing advertiser, agency and media customers, according to Wall Street analysts briefed by the company.
- Overall sports viewing sank 8% to 245.6 million minutes in September-October, while gross minutes for non-heavy sports viewers declined 19% to 66.5 billion, Although heavy sports viewing remained strong, Nielsen says, growth in TV news viewing and SVOD consumption contributed to overall sports TV viewing declines.
- A study of YouTube video rankings in Google reveals how often YouTube videos are top-ranked in Google search results, and major differences in Google's and YouTube's ranking algorithms.
- In an effort to remove some of the noise and friction in the digital out-of-home advertising industry, a group of leading suppliers have joined to create a new, simplified standardization of the major digital out-of-home advertising formats. The initiative, which includes both "demand-side" and "supply-side" platforms that enable advertisers and agencies to buy digital out-of-home advertising programmatically, reduces the naming conventions of various biddable advertising formats by about two-thirds.
- The top challenges to influencer marketing include the lack of measurement (79%) and ROI (76%), according to findings of a new member survey conducted by the Association of National Advertisers. The findings, which are published in a new "The State Of Influence" report released today, also indicate that a plurality of marketers (39%) aren't even sure how the ROI of their influencer marketing compares with other parts of their marketing mix.
- Senators Amy Klobuchar and Mark Warner stepped in to lead 11 senators in a letter that calls for Google to strengthen enforcement of its policies regarding election-related disinformation, which includes rejecting all ads that spread election disinformation and stopping ad services on websites that spread false information.
- Nielsen, which is poised to split off its consumer research division next month, ironically announced a new platform dubbed "Nielsen One" that it claims will provide a "single, cross-media solution" over the next two to four years.
- The deal will offer transparency for marketers to buy Crackle inventory, contextually targeting Crackle's connected TV audiences. Contextual video advertising enables marketers to reach audiences while viewers are watching relevant programming. IRIS.TV has some 7,000 publishing clients extending across CTV and premium digital video platforms, totaling some 20 billion addressable video impressions.
- An openness to buying online has not wavered since June, despite dealerships reopening across the country.
