What is “De-influencing”?
A new term has been added to the marketing vocabulary: “de-influencing.” Will it become an important trend?
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
P&G’s Advertising Strategy
Marc Pritchard, P&G’s Chief Brand Officer, described a new focus for his company’s advertising strategy.
Quote of the Week
“The clock is ticking. In September 2024, the currency we’ve all used for decades is going to disappear. That means no more year-over-year comps. Sorry, no more media mix models based on outdated TV metrics that are simple, siloed counting and was yesterday’s consumers.” Read more »
Does ChatGPT Understand Advertising?
We asked the chatbot: “How do you make effective advertising?” The answer surprised us.
Advertising During Times of Economic Stress
Throughout 2022, ARF members asked the Knowledge Center most frequently about advertising and marketing best practices in periods of recession and/or inflation. New insights on this topic come from the “Brands 2020” project by the ARF.
Super Bowl Research Insights
While the various polls looking at the “Best Super Bowl Commercials” tend to vary widely in their results, advertising experts show a lot of agreement on what makes Super Bowl ads successful.
Key Drivers of Cord-Cutting
MRI-Simmons’ “Cord Evolution Study” has been tracking cord-cutting for eight years. This year’s iteration summarized key findings in “5 reasons why many consumers have cut their TV cord.”
The Transition to a Multi-Currency Market
Deloitte, with input from the 4A’s, ANA and CIMM, has issued “The Future of Television: A Transition to a Multi-Currency National TV Market: Industry Perspectives on TV Currency.” The report describes the TV industry as in transition and that the future of the TV currency — or rather currencies — is yet to be determined.
How Viewers Keep Changing…and Churning
In our last issue, we featured insights from an LA Media Research Council event on recent research insights. This issue of NYCU presents a summary of new studies and media experts’ conclusions regarding 2023 priorities. Read more »