Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
- Science fiction is a broad category with so many sub-genres that trying to designate a "best of" list seems silly. How can you compare fantasy, horror, or stories about the supernatural, to those featuring aliens, a post-apocalyptic world, dystopian futures, alternate histories, parallel worlds, space operas, or time travel? And how can you compare any of those to well-established franchises such as Star Wars and Star Trek? While there is some obvious cross-over appeal, many of these sub-genres have substantially different fan bases. That said, in this week's edition, I zero in on the "Top 9" science fiction series currently worth streaming.
- Linear TV is mostly associated with live programming, with 50% of viewers saying that news is a reason to watch cable or satellite channels.
- Big-screen devices pulled a 43% share of opening-day view time, but handheld devices were close behind.
- Last year's average was just over $4.5 million, according to a new analysis from Standard Media Index.
- Ads were measured for potential for brand equity and ability to boost sales, and data was run through Link AI, which predicts TV ads' creative effectiveness. Kantar says last year's Super Bowl ads featuring celebrities lifted brand equity 20% vs. ads without celebrities. This year, 70% of all pre-released ads include celebrities, vs. 60% for last year's game.
- This week the industry is most interested in location, location, location. As in, location-based marketing, which incidentally reflects a big gap between advertisers and agencies
- Automakers see owners' relationships with their vehicles as similar to relationships with other technology, per J.D. Power's David Amodeo.
- The number of viewers who plan to stay at home remains high, though there is greater enthusiasm for this year's halftime show.
- Spending for the holiday is expected to reach $23.9 billion this year -- up from $21.8 billion in 2021, the second-highest year on record, according to a National Retail Federation survey.
- Searching for the best snacks to enjoy on Super Bowl Sunday? Instacart this week launched its first social Super Bowl brand campaign.
- Nielsen says "almost half of the TVs in U.S. homes today (44%) are no longer reliant on cable or satellite boxes for content" and finds there are an average of 2.3 TV sets in all U.S. TV homes -- around 286 million. Total TV households, as of November 2021, total 122.4 million.
- Valentine's Day app downloads and sessions reflect more at-home activities that present opportunities for mobile marketers.
- Higher percentages report paying more attention to streamed ads than ads on traditional cable or satellite, in a survey conducted for TransUnion.
- As COVID-19 cases ebb again, foot traffic at stores and restaurants is expected to surge.
- Having three or more services appears to tip the odds in favor of adding AVODs.
- SVOD accounted for 78% of the record $32.3 billion in home entertainment overall.
- Brands are already paying more to reach Apple customers after the iPhone maker introduced more privacy protections.
- "The million-dollar question is whether today's young consumers will always prioritize non-traditional content - or whether they'll start to resemble older consumers as they grow older," says Peter Fondulas, Hub principal and co-author of the study, in a release.
- Artificial intelligence-powered marketing technologies communicate with consumers and know what they want long before marketers do.
- Advertisers on Facebook and Instagram spread their spending more broadly across the purchase funnel.
- When the history of audience measurement gets written, 2022 will be remembered as the year we lost our minds.
- The portion of marketing executives who said they expect their in-house work to increase somewhat or significantly fell from 63% to 37% in the past year.
- Even non-parents know that kids are cuckoo for YouTube, but video-on-demand performs solidly on a number of factors relating to how kids react to advertising.
- The social video app continued to grow amid a shift in media consumption habits among younger consumers worldwide.
- More U.S. shoppers relate to the brand than the purchase, customer service or the relationship, Havas CX reports. Who are the winners?
- Most firms say they are effective at collecting and analyzing data, Ascend2 reports.
- Online video is the most popular category of digital media, with 77% of marketers saying they will spend more on the channel.
- New research about streaming habits finds that many subscribers sign up only for a brief time and then cancel their subscriptions.
- Email marketers must cope with shifting consumer demands and even shopper identities, judging by a new study from Atlantic Brand Partners.
- An integrated combination of demand-side platform, supply-side platform and data-management platform, TV+ features premium streaming access and linear TV ad inventory from 130 channels, the company says. The new version of the platform is now "fully" cross-platform.
