brand equity

How Long Can Brands Go Dark before Sales Suffer?


How long can large- and medium-size brands, with stable sales histories, afford to halt broad-reach advertising? The answer, according to a new study, is about two years before sales and market share start to shrink. Those brands are the exception. Previously declining brands, especially small ones, will see sales drop even further when going dark for a year.

Member Only Access

Sports Sponsorship: Swing and a Miss or Home Run?

  • Lane Wakefield; Kirk Wakefield; Kevin Lane Keller; Anne Rivers

Adding to research that scrutinizes sponsorship spending, this study asked: Are sponsoring brands wasting money? The focus: Major League Baseball sponsorship and four dimensions of brand equity. Researchers used the expansive BrandAsset Valuator database to reach their conclusions. A major finding: Brand personality matters. Strong personalities tend to overspend, while ‘boring’ ones can hit the ball out of the park.

Member Only Access
  • Article

NYCU: Support for Culturally Relevant Ads

A new survey by Horowitz explored reactions to culturally relevant ads and found support--not only in the group addressed by such advertising, but also among the “total market.”   This is an excerpt from "State of Consumer Engagement 2020” by Horowitz Research, a May 2020 survey (N=1,601). Here are results regarding Asians in the US. The report also addresses advertising to Blacks and Hispanics.   Source: Horowitz. “State of Consumer Engagement 2020” report. Horowitz Research (Subscribers only)

Member Only Access
  • Article

NYCU: In Brief -- Brick-Mortar vs. Ecommerce Holiday Forecast; Brands and Corporate Responsibility

Brick-and-Mortar vs. Ecommerce Holiday Forecast “This growth rate is the lowest since 2008, when the holiday season was in the throes of the financial crisis,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence.  “Nevertheless, it’s a positive story to achieve growth at all, given the current economic backdrop,” he said. But the diverging storylines between retail channels couldn’t be starker. Brick-and-mortar sales—which will account for 81.2% of total US holiday retail—are expected to decline 4.7% this holiday season, while ecommerce will jump 35.8%. Source: eMarketer Editors (2020, October 26). How Has the Pandemic Affected Our Brick-and-Mortar Holiday Forecast? eMarketer _______________________________________________________________________ Brands and Corporate Responsibility Morning Consult conducted a survey Sept. 11-13, 2020, among 2,200 nationally representative U.S. adults, to deep-dive on Americans' changing expectations around brands’ engagement with politics, the issues consumers care most about as they relate to corporate social responsibility, political activism and the role brands should play as the political environment rapidly changes. Source: Morning Consult (October 2020).Great Expectations: The Evolving Role of Companies ina Post-Election World. Morning Consult. 

Member Only Access

Audio Advertising, Targeting, Creativity and Segmentation/CSR ads (Event Summary)

  • Insights Studio Series: Inside the JAR

A global panel of experts synthesized their work published in the Journal of Advertising Research September edition (60,3). Presentations investigated speech rates in audio commercials; targeting and brand loyalty in digital media; differences in how consumers and advertising professionals assess creative; and segmentation considerations in CSR advertising. In the Q&A that followed, the speakers connected insights from their research to the extraordinary events of 2020. Editor’s Note: The full summary is available to members only.

  • Article

NYCU: Pro-Voting Engagement A Plus For Brands

Brands with more politically progressive audiences might see greater boosts in their favorability ratings tied to voter engagement initiatives, according to a survey, conducted Sept. 25-27 among 2,200 U.S. adults.

The researchers think that even companies that serve wide ranges of consumers likely won't alienate conservative shoppers if they put forth a pro-voting message. In fact, as these sorts of corporate pushes become more common, marketing and political experts say, brands that stay silent on the topic of voting could risk attracting negative attention, as they appear to be less civically engaged than those working to get out the vote. Read the Full Article Source: Meyers, A. (2020, October 7). For Brands, Getting Out The Vote Can Also Mean Getting Into Consumers' Good GracesMorning Consult.

Member Only Access
  • Article

NYCU: AUDIENCExSCIENCE 2020 - Keynotes & Interviews on Today's Most Challenging Issues

AudienceXScience: Keynote - Collecting Data During a Global Pandemic (Monday - 9/21/20) With the arrival of the COVID-19 pandemic, the US Census Bureau’s leadership had to think outside the box. Learn how the agency modified its work, all while maintaining operations, releasing data products and continuing to serve the data-user community during this unprecedented time. Dr. Ron Jarmin – Deputy Director and COO, U.S. Census Bureau AudienceXScience: Why Driving a Strong Brand Still Matters (Monday - 9/21/20) In today’s uncertain times, consumers are looking to Brands to respond in appropriate ways to address their health and economic issues. How have brands pivoted in their marketing journey? Has it changed from the previous, highly activation-focused approach? Today, does having a strong brand matter? And, do we need to drive it with marketing investments, or is delivering appropriate experiences enough? At the heart of these questions is marketers’ ability to assess and quantify the value of a strong brand and understand what marketing can do to improve brand equity. Abby Mehta – SVP, Marketing Analytics & Insights Executive, Bank of America

AudienceXScience: The Future of TV is NOW - Implementing an Audience-First Approach (Tuesday - 9/22/20) As consumers are met with more screens and choices, advertisers must leverage technology to maximize TV’s brand-building power. Moving beyond age and gender is the first step to finding and motivating audiences across time, screen and location. Nicolle Pangis, CEO of Ampersand, will share how multiscreen TV campaigns, backed by insights, scaled inventory and advanced measurement have become simpler. Nicolle Pangis – CEO, Ampersand; Moderator: Jane Clarke – CEO, Managing Director, CIMM
AudienceXScience: The Future of Advertising Investment (Tuesday - 9/22/20) This highly anticipated presentation covers the near-term and long-term impacts of COVID-19 on TV and film industry economics, with a special focus on advertising positives and negatives. Laura Martin, CFA & CMT – Entertainment & Internet Analyst, Needham & Company, LLC
AudienceXScience: The Future of Audience Measurement (Tuesday - 9/22/20) Most marketers agree that a common framework for measuring video and audio is needed. But as the sources of video and audio continue to multiply, so do the places and devices where viewing and listening take place. Some source/device/place combinations have multiple viewers/listeners, others only one. Some deliver targeted audiences and some don’t. Some viewing/listening conditions inspire high levels of attention, some lower. What is the best path forward for unified video/audio measurement across this fragmented landscape? Are we making progress, running in place or falling behind?
AudienceXScience: Media’s Role in Diversity (Tuesday - 9/22/20) In the wake of social unrest and the Black Lives Matter momentum in the U.S., many companies are reacting. CBS is one of them. It is committing at least 25% of its script development budget to creators and producers who are black, Indigenous or people of color (BIPOC), starting with the 2021-22 development season. How are programming and content – which have the power to shape perspectives and drive conversations around critical issues – being driven by audience measurement, analytics, market, program and advertising research? Radha Subramanyam – President and Chief Research and Analytics Officer, CBS
AudiencexScience: ARF Social Measurement Council Workshop (Tuesday - 9/22/20) Members of the ARF Social Media Council’s Steering Committee—decision-makers at major brands, agencies and platforms—will provide an overview of the Social Council’s Social Media Field Guide being developed by the Council. Topics include: measurement of paid/owned/earned social media, measurement of influencers and case studies on the impact of social media on lower-funnel metrics. JP Beauchamp – SVP, Media Center of Excellence, IRI Danti Chen – Head of Applied Data Science & Insights, SVP, Global Intelligence, Weber Shandwick Jon Farb – Chief Product Officer, ListenFirst Amy Laine – Principal Market Analyst, Social Insights Program Team Lead, IBM; Co-Chair, Social Council Danny Landau – Senior Director, Research and Analytics, Talkwalker Shelley Murphy – VP, Media Center of Excellence, IRI Andrew Reid – EVP, Data Products, Weber Shandwick; Co-Chair, Social Council
AudiencexScience: Accurate Portrayal of Women and Girls in Advertising = Sales Lift (Tuesday - 9/22/20) While increasing attention is being paid to the social implications of representation in industry, politics and media, there has been less attention paid to the business case for accurately and positively portraying women and girls in media and advertising…until now. Women, who influence 85% of consumer goods purchases, are now demanding the “advertising world needs to catch up to the real world.” Now, there’s proof that doing just that can boost the bottom line. Campaigns that accurately portray women and girls can garner incremental sales lifts of up to $2 million. Hear how you can determine whether you are indeed gaining a sales lift by ensuring equality in marketing messages while also supporting your brand mission. Nadine Karp McHugh – President, SEEHER, ANA Jennifer Pelino – SVP Omni Channel Media, Media Center of Excellence, IRI
AudienceXScience: How Can Disruption Accelerate Growth? (Wednesday - 9/23/20) Disruption has a huge impact on society and our industry. It also creates the potential to accelerate growth. How can marketers better understand the evolving relationship between humans and technology, and harness that to plan for and guide them through disruption? To be discussed in this conversation: how connecting data will break down organizational silos, bring to light a more profound understanding of consumers, and allow clients to deliver time-sensitive, customized experiences at scale. Reed Cundiff – CEO, Kantar NA Moderator: Mary Ann Packo – Chair, Board of Directors, ARF AudiencexScience: Industry POV with Comscore (Wednesday - 9/23/20) Bill Livek, CEO and Executive Vice Chairman of Comscore, joins ARF President & CEO Scott McDonald to share his perspective on the rapidly evolving media landscape, and to discuss why he believes TV will never be the same – and neither will its currency. Bill Livek – CEO and Executive Vice Chairman, Comscore Scott McDonald, Ph.D. – President & CEO, ARF

Brand Hacks for Growth During a Time of Crisis (Event Summary)


In this fascinating presentation, Dr. Emmanuel Probst, SVP of Brand Health Tracking at Ipsos and author of Brand Hacks — How to Build Brands by Fulfilling the Human Quest for Meaning, covered the major thrusts of his book and research and how it relates to the current pandemic. He made sure to impress upon viewers the importance of brands building upon meaning. Since we live in such dark times and consumers are consuming more media, it’s important to convey positive emotions in ads, stand out, be authentic and connect, even daily, to your brand’s purpose. Although if the brand doesn’t have a purpose, that’s okay too.

Member Only Access