Top Topics at AxS 2024
Our analysis of the presentations during this year’s AUDIENCExSCIENCE conference shows which issues are marketers’ current priorities.
diversity
Insights from ARF Councils
ARF Councils have issued reports that provide unique insights on important issues, such as optimal terminology for how to reach diverse audiences and cross-platform measurement. Read more »
- Past Event Highlights
- Article
Authentic Representation – Where We Are and How the Audience Perceives it
This March 7th event, curated by the ARF Cultural Effectiveness Council, explored the topic of authentic representation by sharing research on the current landscape and audience perceptions, as well as research to improve authentic representation in media and advertising.
Member Only AccessPolitical Opinions Drive Media Perceptions
Research by Ipsos reveals that political party affiliation is an important driver of most Americans’ views about movies and TV – leading to the stunning finding that Black Americans are now more likely to say they see “people like me” in entertainment than White Americans.
OTT 2023 Conference
As the media landscape continues to evolve at, arguably, the fastest rate ever, the meaning of OTT has changed from “Over-the-Top” to include video content on all platforms. The ARF’s 2023 OTT conference, held last month in LA, was about “OTT and Beyond.” Read more »
The Importance of the Hispanic Community in the U.S.
SPONSORED BY NIELSEN
Nielsen has compiled a new report designed to help content creators, distributors and brands engage with Hispanic Audiences.
- Past Event Highlights
- Article
DEI Backlash?
On October 18, the Cultural Effectiveness Council examined how the diversity, equity and inclusion (DE&I) environment may have changed after a period of reinvigorated commitment in the wake of widespread protests following the George Floyd case. Experts discussed the current state of DE&I in media, marketing, and advertising and how to navigate it, as well as examples of inclusive advertising that have both boosted brand sales and experienced backlash.
Member Only Access
- Targets & Segments
- Article
Do Mobile Apps Lead to More Equitable Customer Service?
Is there bias in terms of remediating service complaints? Do customers in wealthier, more educated areas get their complaints resolved easier or more quickly? The researchers behind this Marketing Science Institute (MSI) working paper analyzed data from Boston’s 311 information system to find out. The paper finds that service complaints from highly educated census blocks are more likely to be resolved more quickly than those in less educated neighborhoods. However, mobile phone applications can reduce this gap by giving customers a standardized communication tool for filing complaints. Researchers used an instrumental variable approach to address endogeneity in mobile app use.
Member Only AccessMore Research on LGBTQ+
Since our last newsletter, much more research on LGBTQ+ issues has come out.
What Drives Entertainment Viewership?
Greg Durkin of Enact Insight asked the audience why doesn’t every tracker use posters and videos instead of words on a page? And why can’t we do syndicated trailer testing? And what if testing could predict viewership? In his long career as an entertainment market researcher, he found five main things that drive viewership: creative positioning, product quality, media + publicity, competition and distribution. With so many choices today, content discovery is harder than ever. The vast majority of content is unheard of. The type of platform also affects viewership. The audience for Apple TV+ is different than Netflix’s. What’s more, content coming out is not being optimized. Releasing content at the proper time can drive viewership. Certain themes can do so as well and attract widely diverse audience segments. The most important thing for a platform is quality, both in content and in navigation and recommendations.