To score with sports fans marketers need to take their targets’ different sports consumption habits into account. ESPN’s analysis of advertising and entertainment content across platforms showed differences by age, gender, marital status, and number of platforms used. One example: Millennials consume more on mobile and in magazines than do older ESPN audiences.
Member Only AccessSharp differences in TV viewing and preferences occur among first, second, and third generation U.S. Hispanics. The length of time spent in the U.S. affected habits among first generation Hispanics. For example more third generation Hispanics report not watching broadcast TV at all than report watching any of the Spanish-language networks.
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As patients are taking a bigger role in managing their health, how should marketers approach them effectively? Learn how companies such as Ogilvy Consulting, Kantar Health, and SidekickHealth are leveraging behavioral science techniques to drive lasting changes in patient behavior.
Member Only AccessIt used to be that kids say the darndest things. But in today’s cross-platform media world, are kids watching the darndest things? Well they’re certainly using every device possible to watch whatever they wish. A CIMM committee sponsored this study with TiVo and RealityMine, and learned that kids consume it all – live TV, time-shifted TV, tablets, and smartphones.
Member Only AccessPlurals, the population born after 1996, differ from Millennials in multiple ways, e.g., they demand more choice and explore tech more readily and impatiently. As a result, marketers need to understand implications, such as recognizing that developmental abilities among age groups within Plurals affects device usage and their need for social currency rises with age.
Member Only AccessThis submission to the Ogilvy Awards explains the research among Multicultural Millennials that led to the resurgence of the Comedy Central program, Key & Peele, in its fourth season. The findings from their three different studies resulted in new marketing approaches, such as partnerships with Hip-Hop fans, and led to increases in awareness, audience, ratings and social media activity.
Member Only AccessFacebook synthesized analysis from four sources to report on the use of mobile by U.S. multicultural consumers in their shopper journeys. Their research not only reinforced the importance of mobile among African-Americans, Asian-Americans, and Hispanics; it also found differences in their mobile purchase behavior, e.g., African-Americans and Hispanics inspect fewer products when purchasing on mobile vs. desktop.
Member Only AccessA study of the passion points in Millennial families resulted in findings that can increase the odds marketers will succeed in appealing to parents in this important group. Among the findings: the overriding passion point for parents is making sure their kids are prepared to succeed.