The maker of Tide detergent aired more than 26 million ads on radio, local cable and broadcast TV.
Full-year data also reveals an erratic recovery in terms of various media and key advertising categories.
Traditional U.S. radio listening got back to its pre-pandemic levels in mid-2021, partly due to the return of mobile usage, in cars and other places.
In 2022, political advertising will hit another record total for broadcast TV -- totaling $3.8 billion for the midterm elections vs. $3.05 billion in 2018, BIA Advisory Services says.
One of the fastest-growing segments continues to be new digital and OTT video platforms -- expected to climb globally 23% to $76.3 billion.
Smaller ad categories continue to fuel the expansion, while two of the biggest -- auto and CPG -- experienced double-digit declines.
Radio will see the biggest swing in ad prices this year as more people commute to work, lifting demand for drive-time dayparts. Radio will see gains of about 4% in 2021, ECI estimates.
Is pervasive social media the same as broadcasting? And if it is, can it not be regulated in much the same way?
Results this year would more than double the 15% growth rate of digital music advertising from a year ago.
Driving this high estimate is the use of Facebook as a fundraising tool.
The percentage of Americans who report they are spending more time with various media than they did pre-pandemic remains high, but for the most part has fallen from the peak stay-at-home period last
year, according to findings of Mindshare's ongoing COVID-19 tracking study.
Kantar's ad-equity ranking of media channels and brands found that online and mobile games showed the greatest improvement in consumer receptivity. Consumers find gaming ads more "trustworthy,"
"relevant," and "useful" as well as "fun and entertaining." YouTube, Google, and Facebook are still the most trusted social media platforms.
Kantar notes that its estimate is a more conservative industry number, "not quite as dramatic as other forecasters." Still, Kantar says broadcast TV will sharply climb to $3.8 billion, with cable TV
and satellite reaching $1.4 billion; digital media, $1.2 billion ; radio, $215 million; and OTT/connected TV, $1.2 billion.
Digital media -- especially social and paid search -- dominate local advertisers' media mix, according to a Borrell survey of 2,811 local advertiser media buyers released today. Those also are the
media local advertisers say they are boosting spending for this year. Local TV advertising, both broadcast and cable TV, remain the largest average annual local ad budgets at $111,300 and $48,000,
respectively (see table at bottom).
Cinema advertising -- the hardest hit during the 2020 COVID-19 ad recession, plummeting 72% from 2019 -- will be the fastest-growing this year, according to just-released updated figures from Publicis
Media's Zenith forecasting unit. With a projected 116% expansion in 2021, Zenith now projects cinema advertising will more than make up for its 2020 loses, and will now post incremental gains over
Although traditional TV platforms will decline this year, local TV stations' digital efforts will make some gains.
The U.S. ad economy continues to rebound from the COVID-19 recession, but the rate of expansion began to temper in June, according to the latest data from Standard Media Index.
Changes in consumer behavior and attitude will drive shifts in media buying, from location-based targeting and search to out-of-home electronic billboards and fueling stations.
Persons with visual, hearing, speech and/or cognitive disabilities are active consumers of media, but they also have special needs, frequently utilize assistive tools to compensate, and often have a
difficult time with some of the most mainstream media, especially social media.
In my home country, The Netherlands, Kantar and Ipsos will now deliver a fully integrated set of media usage data across all media.
The ad industry continues to roll out new protocols around online data and consumer privacy. LoopMe surveyed consumers to find out if they're really aware of the changes, and what they thought.
In a finding that appears to defy conventional wisdom -- not to mention many other media research studies -- a new Nielsen report finds the amount of time the average American spent using media each
day actually declined precipitously at the height of the COVID-19 pandemic.
This year's increases won't be enough to wipe out 2020's losses. The ad marketplace won't grow larger than what was seen in 2019 until 2022.
Japan, the third-largest ad economy in the world, fell 11.2% in 2020 due to the severe impact of the COVID-19 pandemic on the nation's macroeconomy, according to estimates released this morning by
At least two-thirds of agencies said they believe targeted forms of advertising such as OTT, social media and addressable had the most impact in 2020, according to Borrell Associates.
The industry-specific B2B search engine, MeetingPrep.com from MediaVillage, addresses the media industry's failure to invest in education and diversity.
Among the agency execs Borrell surveyed, 57% said budgets for OTT and CTV ad buys came from broadcast TV and 42% cited cable tv, with radio at 25%, print at 23%, paid search at 5% and social media at
Political-election spending projections for 2020 will now hit $10.8 billion, according to the Center for Responsive Politics -- 50% higher than in 2016. Currently, the presidential ad campaign totals
$3.7 billion -- higher than all previous Presidential ad spending.
U.S. ad spending fell 30% during Q2 2020 vs. the same quarter in 2019, but the erosion was far more pronounced for traditional media.
Day 1 of the ARF's virtual AudienceXScience Conference underscored and polished several fundamentals of the research, media, and ad businesses, especially the progress of the 2020 Census -- arguably
the most complex, complete and privacy-compliant survey executed in the U.S. Results are solid, Census COO, Ron Jarmin, said despite the pandemic and various catastrophes.