Is Making $250,000 Enough?
One-third of Americans making $250,000 (the top 5%) say they “live paycheck-to-paycheck.”
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
How to Spot Bad Research
The ARF’s focus on research quality is echoed by Andrew Tenzer, Director of Market Insight and Brand Strategy at Reach.
Kantar’s Creative Effectiveness Awards
Kantar tested over 13,000 ads in 75 markets in 2021. It used this research to learn more about what makes winning ads – ads that stand out, generating sales in the short term and building brand equity in the long term.
Surveys Don’t Always Predict Behavior
An analysis in The New York Times reminds us that surveys and polls often do not predict behavior. A report by the ARF examines the reasons why and pollsters are reevaluating their methods. Read more »
The “Shapes of Attention”
While a recent ARF survey documents the rising interest in attention metrics among marketers, a new report reminds us that “attention” comes in different shapes – which have different outcome implications.
How Social Users Spend Their Time
eMarketer predicts that TikTok will overtake YouTube in time spent (by a nose). TikTok is capitalizing on its rapid ascent by diving into longer-form content, most recently with the introduction of 10-minute videos. Read more »
Faced with Crises, Consumers are Cautious
The initial response of consumers to various crises has been one of prudence, according to global research by Kantar. Read more »
Video Game Growth
According to Newzoo, the video game market will generate $203.1 billion in revenue worldwide in 2022. Meanwhile, the wave of consolidation in the video game market is likely to continue.
JAR Update
New research insights are available in a report in the Journal of Advertising Research’s Insights Studio and on the Digital First section of its website. Read more »
Marketing Budgets Rise as Share of Company Revenues
Budgets have risen to 9.5% of total company revenue in 2022, according to the annual CMO Spend Survey by research firm Gartner, Inc.