THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS
27. 3. 2024 Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away… Continue reading THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS
PETER FIELD: WHY TV IS STILL AT THE HEART OF EFFECTIVENESS
20. 3. 2024 Peter Field is well known for his effectiveness research and insightful presentations, but his keynote at the 2023 Future of TV Advertising (FTVA) Global conference was among his most impassioned. Using the latest data gleaned from the IPA’s global Effectiveness Award submissions, Field laid out a convincing argument supporting the superior effectiveness of TV advertising.… Continue reading PETER FIELD: WHY TV IS STILL AT THE HEART OF EFFECTIVENESS
RESEARCH: SVODS STRUGGLE TO FIND IDENTITY WITH CONSUMERS
18. 3. 2024 As Hollywood works to get its groove back in 2024, Hub Entertainment Research’s annual Evolution of Video Branding study confirms that consumers struggle to differentiate streaming platforms in an ecosystem full of options. Key findings include: Awareness of leading streaming services is universal, but many consumers aren’t confident what differentiates one platform from another. Nearly… Continue reading RESEARCH: SVODS STRUGGLE TO FIND IDENTITY WITH CONSUMERS
STREAMING MAY BE FLUSH WITH CONTENT BUT DISCOVERY REMAINS A CHALLENGE
17. 3. 2024 While consumers continue to enjoy a myriad of TV show options, discoverability remains a work in progress — and an increasingly valued feature by consumers, according to Hub Entertainment Research. But the firm’s Senior Consultant Mark Loughney believes to avoid flaring the fickle subscriptions of cancel-happy consumers, streamers need to remind viewers of the full… Continue reading STREAMING MAY BE FLUSH WITH CONTENT BUT DISCOVERY REMAINS A CHALLENGE
CZECHS LOVE GASTRO SHOWS, THE MAJORITY OF THEM FIND INSPIRATION FOR COOKING
15. 3. 2024 Czechs love cooking and love to be inspired by TV shows. According to them, 67 percent of respondents try cooking at home at least once in a while. One in five cooks this way regularly. This is according to the Axocom survey on the influence of culinary shows on viewers. “Czechs certainly do not lack… Continue reading CZECHS LOVE GASTRO SHOWS, THE MAJORITY OF THEM FIND INSPIRATION FOR COOKING
STUDY USA: BY THE NUMBERS: MOST AMERICANS WANT BRANDS TO PROMOTE DIVERSITY. BUT THERE’S A BIG CAVEAT
15. 3. 2024 A new survey from Morning Consult found that American adults in every age demographic believe that corporations have at least some responsibility to display diverse, inclusive marketing. This data comes even as DE&I efforts at companies, universities and elsewhere are being criticized or even penalized by conservative legislators. Still, despite evidence of some fatigue around… Continue reading STUDY USA: BY THE NUMBERS: MOST AMERICANS WANT BRANDS TO PROMOTE DIVERSITY. BUT THERE’S A BIG CAVEAT
RETHINKING SOME SUSTAINABLE STEREOTYPES
13. 3. 2024 While European consumers can be divided into four broad groups when thinking about the environment, their behaviours differ from one country to the next, often in unexpected ways, finds a new study. The study by Forrester identifies the following types of green consumer: Active Greens (21%): environmentally friendly products are chosen ahead of low cost… Continue reading RETHINKING SOME SUSTAINABLE STEREOTYPES
SUPER BOWL: CELEBRITY IS NOT NECESSARY FOR ADVERTISING SUCCESS
12. 3. 2024 Not every Super Bowl ad this year had to have a celebrity or exaggerated humor to be effective and successful, an Ipsos analysis shows. The Super Bowl is one of the most-watched events of the year in the US every year. However, this sporting feast has long been about more than just the game itself.… Continue reading SUPER BOWL: CELEBRITY IS NOT NECESSARY FOR ADVERTISING SUCCESS
MEDIA STRATEGY: PHD INVESTS THE MOST IN TV ADVERTISING
12. 3. 2024 Auditing firm Media Strategy presents data as part of its PPA Ranking for the full year 2023. PHD had the highest share of net investment in TV advertising among domestic media agencies in 2023. For the period January to December 2023, it accounted for 11.8%. This is according to the PPA Ranking, provided by Media… Continue reading MEDIA STRATEGY: PHD INVESTS THE MOST IN TV ADVERTISING
STUDY USA: SPORTS INCREASINGLY INFLUENCING CONSUMER STREAMING CHOICES
11. 3. 2024 More than a third of respondents to Hub survey say sports is “much more important than other kinds of content”. According to a new survey from Hub Research, sports is having an increasingly larger impact on consumers’ choice of streaming services. The survey—taken in advance of the blockbuster news of Disney, Warner Bros Discovery and… Continue reading STUDY USA: SPORTS INCREASINGLY INFLUENCING CONSUMER STREAMING CHOICES
DO CONSUMERS TRUST CELEBRITY ENDORSEMENTS ANYMORE? NEW RESEARCH TAKES A LOOK
9. 3. 2024 Celebrities and product advertising have been matched together since the ancient days of marketing. Authenticity wasn’t a big concern back in the day—it was just the way things were done, and often with great results. Whether it was the endorsement or the sheer visibility that moved the needle is a discussion for another day, but… Continue reading DO CONSUMERS TRUST CELEBRITY ENDORSEMENTS ANYMORE? NEW RESEARCH TAKES A LOOK
STUDY: TV TOP PURCHASE INFLUENCER
8. 3. 2024 US local broadcast television industry trade body TVB has released the findings of the 2024 Purchase Funnel Study which seeks to identify the importance of media platforms in influencing consumers during the purchase decision process. TVB commissioned GfK to conduct this study, which looked at consumers exposed to advertising across eight categories through ANY of… Continue reading STUDY: TV TOP PURCHASE INFLUENCER
SURVEY USA: VIEWERS OVERWHELMINGLY WANT TO SEE MORE TV SHOWS DEPICTING REALISTIC WORK-LIFE BALANCE, FAMILY CARE AND GENDER EQUITY
8. 3. 2024 When Hollywood accurately depicts work-family and gender-equity scenarios on screen, it’s good for business by driving up viewership and engagement, according to a new research study. The vast majority of engaged streaming viewers in the U.S. want to see their lives — working, managing family life and providing care — represented on screen more often… Continue reading SURVEY USA: VIEWERS OVERWHELMINGLY WANT TO SEE MORE TV SHOWS DEPICTING REALISTIC WORK-LIFE BALANCE, FAMILY CARE AND GENDER EQUITY
STUDY: ADVERTISING THRIVES IN THE LIVING ROOM
7. 3. 2024 The living room is the environment at home that’s best suited for advertising to succeed. That’s the key finding from a study of video advertising that examined where in the home advertising was most likely to be remembered – and why. The Context Effects study – jointly conducted by Map The Territory and Tapestry Research, and commissioned… Continue reading STUDY: ADVERTISING THRIVES IN THE LIVING ROOM
PRIME TIME DOESN’T CHANGE EVEN IN THE AGE OF STREAMING SERVICES
7. 3. 2024 Prime time, the time when most viewers sit down at their screens and TV stations show the latest or most attractive programmes, has always been between seven and eight in the evening. With the advent of internet TV, viewers have been given the opportunity to change that. According to the TV channels’ data, they continue… Continue reading PRIME TIME DOESN’T CHANGE EVEN IN THE AGE OF STREAMING SERVICES
DELOITTE: ONE TENTH OF CZECHS CANCELLED THEIR VOD SUBSCRIPTION LAST YEAR
6. 3. 2024 The Czech Republic saw a 30% increase in subscriptions to video-on-demand (VOD) services last year. Netflix, Voyo, Disney+, Spotify and HBO Max were the most subscribed to. This is according to a study by Deloitte. The number of subscribers to streaming platforms in the Czech Republic is stable and continues to grow. Despite high inflation… Continue reading DELOITTE: ONE TENTH OF CZECHS CANCELLED THEIR VOD SUBSCRIPTION LAST YEAR
CELEBRITIES IN ADVERTISING INFLUENCE PEOPLE’S ATTITUDE TOWARDS A BRAND
27. 2. 2024 Celebrity ads grab people’s attention more than any other ads. Actors have long been the most popular, according to research by Ressolution Group and Nielsen. Two-fifths of Czechs agree that ads with a famous personality catch their attention more than any other ads. Moreover, for about one in three, the presence of a positively perceived… Continue reading CELEBRITIES IN ADVERTISING INFLUENCE PEOPLE’S ATTITUDE TOWARDS A BRAND
MARKETERS KEEP ADDING TECH DESPITE FEELING OVERWHELMED BY TOO MANY TOOLS
24. 2. 2024 Nearly two-thirds (65%) of marketers are prioritizing technology over creativity, a new study from Clevertouch Consulting found. Marketers are making martech a priority, although some organizations have found their stacks becoming increasingly complex and are looking to simplify them. Some 57% of marketers are feeling overwhelmed by the number of martech platforms available on the… Continue reading MARKETERS KEEP ADDING TECH DESPITE FEELING OVERWHELMED BY TOO MANY TOOLS
