An ARF event presented by the LA Media Research Council focused on insights from 2022 research and on 2023 priorities to meet business challenges. Issues addressed in research presentations and by an expert panel included the evolution of streaming during an economic downturn, how to manage subscriber churn, understanding Gen Z and the continued need for better measurement across the ecosystem.
Member Only AccessHow media use and the media business will develop is one of the most frequently discussed topics. Here are some of the key issues from 2022 – which continue to be a focus of both research and speculation: Read more »
The secret to Gen Z marketing success is understanding their different subcultures and connecting with them through their unique interests.
While most marketers’ attention is focused on Gen Z and increasing diversity in ad creative, depictions of older adults are rarely part of that diversity. A new study concludes that bias in advertising prevents many brands from motivating a large, affluent consumer group.
Casey Hobgood, Associate Strategy Director at We Are Social US, argues that “…brands are still failing to address the whole spectrum of gender identities in their market research, campaigns and products.”
Only 21% of Americans aged 18 or older read a newspaper every day, according to the 2021 General Social Survey. Readership has plummeted since 1972 when 69% of the American public read a newspaper daily
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 »
The 2020 pandemic broke time, and this is still happening in 2022. Warner Media’s Mukta Chowdhardy explained that the pandemic caused consumers to focus on intentionality and making mindful decisions.
Member Only Access