A Harvard Business Review paper points to a number of reasons why the Bud Light boycott was more effective than most. The researchers suggest steps companies can take to avoid such boycotts while emphasizing the unique circumstances of this particular situation.
Strong growth is predicted for gaming – both for revenue from purchases and from advertising. Mobile (“Social/Casual”) is driving nearly all of the growth. Read more »
A new study finds that “green appeals” in advertising should be gender neutral, especially when the ad is directed at young males.
Previous research shows men under 30 care the least about the environment and taking steps to protect it, and are averse to traditionally feminine behaviors, which environmental appeals usually angle toward. A new study compares young men and women’s responses to a “take care of your planet” messages perceived as feminine, with other appeals emphasizing physical activity or “sweating” for the environment, seen as more masculine. Although “caring” is less effective, a gender-neutral-themed message resonates more broadly.
Member Only AccessSamba’s new “State of TV Viewership” report highlights the role of sports in linear TV.
As we approach the fourth quarter of 2023, researchers have explored the trends that will impact consumers for the remainder of the year and into 2024. Here are two different perspectives.
Heidi Chung of Variety Intelligence Platform interviewed Barry Blyn of Walt Disney and Matthew Gottlieb of NBCUniversal about the biggest trends in sports streaming. Barry said sports are thriving, especially since the pandemic ended. Fans, however, are changing. Who fans are, how they fan and what they fan has changed. More women are watching sports and women’s sports are also appealing to both men and women, including the WNBA final and the NCAA women’s tournament. What people fan has also changed. A decade ago, no one heard of things like Drive to Survive or 30 for 30 Films. Now, there’s an explosion of original sport’s content.
There is more gender equality in most primary shopping activities than often assumed.
While marketers pay a lot of attention to consumer changes in purchase and media use behavior, demographic changes with implications for many businesses and marketers’ strategies are often overlooked. Case in point: There has been an increase in one-person households and non-married adults, especially among 50+. Another important trend is less workforce participation by men. Read more »
On October 25, 2022, media and measurement experts shared the latest research-based insights about today’s media landscape at OTT 2022 held on the Warner Bros. Discovery Studio Lot in Burbank, CA. Attendees learned more about what viewers really want when it comes to FAST, AVOD and SVOD, and whether there are viable solutions for cross-platform measurement.
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