Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "tv"
- Campaigns that succeed in 2025 will come from advertisers that recognize the data is about permanent shifts in how media is consumed, not just election trends, according to LoopMe head of political Robin Porter.
- Four in 10 consumers have interacted with TV content to learn more about products or make purchases.
- The initial success of a TV campaign encourages many brands to increase their spending as they seek greater market share.
- Broadcast television held steady at about 20% of total viewing time among TV audiences.
- Black consumers seek culturally relevant content with authentic representation and storytelling that reflects their experiences.
- Smart TVs aren't just for watching video, with half of consumers saying they use the biggest screen in their homes to stream music from a service such as Pandora or Spotify.
- The Google Political Content Policy now has new settings and policies for digitally manipulated or synthetic content in audio, pictures, and videos, as ad platforms and agencies release partnerships, services and technology to support campaigns.
- One quarter of the Gen Z audience is Hispanic, making Spanish-language networks popular for younger consumers.
- The spending by newcomers to national television advertising hit $1.36 billion, trade group VAB said.
- AnalyticsIQ's research determines the most effective ways to improve performance with each targeted ad, especially as cookies disappear as targeting options.
- Consumers are most likely to say that television advertising enhances perceptions of brand quality.
- About half of households in India said they own a smart TV, helping to drive growth in CTV ad spending.
- Advertisers are recommended to use an omniscreen strategy to reach and interact with holiday shoppers.
- Google asked Comscore to examine 15 Super Bowl LVII campaigns that ran on YouTube to determine how they reach viewers who watch the ads exclusively on CTV. Here's what it found.
- A study by Magna Media Trials and Samsung Ads explored Gen Z and Millennials' CTV viewing habits, and suggests search may have a connection with next-generation campaigns.
- Google is testing a banner in search results that would enable users to click on an image to make a purchase. Non-paid advertising will bring awareness to products and services, but paid media will influence purchases.
- Creating impactful television campaigns that deliver on key performance indicators meaningful to a client's business is critical these days. Fortunately, there are now great products and systems that allow advertisers to tie television advertising directly to specific business goals. Justin Poe, Media Director at EvansHardy+Young, will share how they connected their QSR client's goals with their television campaign to provide actionable insights and help prove what worked and what didn't.
- Avocados From Mexico is building a brand in a brandless category by leveraging creative disruption on advertising's biggest stage-the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, gives us a play-by-play of their campaign strategy.
- Lexus upped its estimated June national TV ad investment by 19.2% year-over-year, with a notable 88% YoY increase during U.S. Open Golf Championship.
- Intriguingly, these buyers don't rank measurement inconsistency as a top CTV challenge.
- Advertisers that stay on air in the summer months have a chance to stand out amid slim declines in TV viewership.
- The middle of the traditional workweek -- Tuesday, Wednesday and Thursday -- has the highest percentage of office visits in major cities studied.
- About four out of five of U.S. television viewers said they like enhanced ads overall.
- The effect of time-shifted viewing is notable, considering fewer households that watch TV are using set-top boxes from traditional cable and satellite providers.
- Younger Gen-Zers tend to spend more time with user-generated content, but that proclivity diminishes as they age.
- Does Linear Still Have An Influence In Today's Digital First Landscape? TBC's Media Supervisor, Jared Silverman, shares how marketers are still able to prove Linear TV value with the right balance between budget and messaging across channels.
- Borrell Research on Wednesday released data projecting that local advertising will experience growth of a mere 0.6% next year.
- OTT spending is forecast to exceed $2 billion -- drawing strength from multiple business verticals, including political advertising. From 2022-2026, OTT will grow at a 14.3% compounded annual growth rate, second to digital TV owned-and-operated streaming and website advertisements sold by local broadcast stations.
- For a 220 years-young brand like the New York Post, innovation, adaptation, and diversification are essential. The Post Digital Network now spans print, digital, video, audio, social, television, and commerce. Product innovation continues to be a key focus for the Post. The New York Post's Shannon Toumey, VP of Strategy and Co-Head of Post Studios, will share examples and learnings from the media company's experimentation and testing of shoppable video as it strives for success in this emerging medium.
- With high brand recognition in the furniture category accomplished, Wayfair is evolving its top of funnel strategy to align with its emerging lines like appliances and renovations. This requires a new approach to video planning that blends branding in these new categories with efficiency. Likewise the creative has to tell more cohesive story and the metrics have to account for longer buy cycles. At MediaPost's Fall TV & Video Summit, Lauren Sutkowski, Wayfair's senior manager, marketing, walks us through the pivot
