One extra side-effect of the pandemic and its resulting social distancing, working from home and mask-wearing is a decrease in consumer demand for beauty products. And, as the pandemic continues into 2021, beauty advertising is set for a slow recovery, per recently...
Television Charts
US Offline Media Spend in 2020 and the Outlook for 2021
Total US advertising and marketing spend in 2020 dropped by 10.2% year-over-year to total $340.3 billion — $39 billion less than the annual spend in 2019. The brunt of the decline in spending was felt by offline media, which fell by 22.9% over 2019, totaling $171.9...
The Bigger the Campaign Budget, the Bigger TV’s Chunk
TV ads hog around 60% share of spending for ad campaigns with budgets of at least $3 million, according to data from WARC. The study outlines the distinction between budget decisions made by companies with larger campaign spends and those with smaller budgets. Based...
Super Bowl 2021 Data [Updated]
As expected, Super Bowl 2021 was like no other seen in recent history, and not necessarily in a good way for advertisers. Not only were seats at the stadium only filled to about one-third of capacity because of COVID-19 restrictions, but fewer people tuned in from the...
Digital Expected to Hit Half of All Global Ad Spend This Year
After a challenging year last year for global advertising, in which spending fell by 8.8%, 2021 is expected to bring a rebound in ad investment. A report [download page] from dentsu, which forecasts ad spend into 2022, estimates that this year will bring global ad...
Cord-Cutting Intent Jumps
Although many households have chosen to use subscription video-on-demand (SVOD) services alongside their pay-TV subscription, the share of households that are planning to cut the cord is on the rise. A recent report [download page] from The Trade Desk reveals that 27%...
5 Points About Media Reach and Audience Demographics
The shift towards digital media continues. More US adults are spending time with digital forms of media than have in the past, while, at the same time, more traditional forms of media such as broadcast TV and print newspapers are seeing a decline in usage, per...
Alcoholic Drink Brands Buck Ad Spending Trends, Invest More in TV Than Digital
At a time when more advertisers are allocating the bulk of their spending to digital, not every sector is following suit. In fact, data from WARC shows that the Alcoholic Drink sector is still allocating the largest share of its spend to TV. Alcoholic Drinks brands...
Is Watching YouTube the Same As Watching TV? For More Than 1 in 3 in the US, Yes.
As viewers continue to diversify from traditional TV, YouTube is one of the leading alternative platforms being turned to for content. According to a study [download page] by AudienceProject, nearly 4 in 10 (36%) people in the US agree that watching content on YouTube...
Many Marketers Are Under More Pressure Than Ever to Prove Effectiveness of Ad Spend
Since the events of 2020, more than 4 in 10 marketers are having to justify expenses that were never questioned before. This is according to a recent report [download page] from The Trade Desk. The pandemic has affected every industry in a variety of ways, but the 200...
Viewers of YouTube Influencer Videos Report Impact of Endorsements
About two-thirds (67%) of 13-24-year-olds who watch online videos say they are watching more digital video because of the pandemic. Findings from a recent report [excerpt download page] from Hub Research shows that increased online video viewing is mostly reserved to...
SVOD at About 1 in 8 Live TV Viewing Minutes
While the percentage of US households using SVOD services has continued to rise, as has the share of households who subscribe to both pay-TV and SVOD services, SVOD's portion of live TV minutes tapered off towards the end of 2020, per data from Nielsen. Nielsen’s data...
9 in 10 Demand Gen Marketers Believe Online Event Fatigue is Real
In 2020, B2B marketers who had once relied on face-to-face events had to look elsewhere to build pipeline — and for 8...
These Are Perceived to be the World’s Most Innovative Market Research Suppliers in 2021
While optimism about the market research industry as a whole remained steady even during the pandemic, suppliers’...
Digital Divide Remains As Lower-Income Americans’ Tech Adoption Continues to Lag
Most adults say they go online at least daily, but how they are accessing the internet often depends on their income...
Linear TV Not Getting the Budget Hikes, but Still Considered Most Valuable Video Option
Marketers are putting more stock in video advertising, with more than half (52%) saying they intended to increase...
Gen Xers Turn to Search for Product Research, Brand Discovery
At a time when brand and product information can be found through an array of channels, Gen X consumers lean towards...
Most Traditional Media Prices to Inflate This Year
After 2020, a year in which most media types saw price deflation for the first time in years, most are forecast to...