America is pretty bad when it comes to trade promotions—or at least in terms of getting a positive return on that investment. And what’s more, the problem is getting worse. There are, however, ways to turn things around. The key, as with many challenges, is understanding what’s not working and using data and clear strategies to get back on track.
This year’s Year in Sports Media report highlights consumers’ global love of sports, which continues to grow. 2014 was a big year for sports, beginning with the Sochi Winter Olympics and then featuring one of the most exciting World Cups ever held.
Global consumer confidence ended 2014 with an index score of 96—a decline of two index points from the previous quarter, which comes after several quarters of positive momentum. The index, which has been on a slow and steady rise for about two years, is still above a pre-recession level of 94 from third-quarter 2007.
The forces of fragmentation are strong today in television, as access to content and the availability of programming across platforms reshapes how and when consumers watch. The fundamental changes that are reshaping the viewing landscape are playing out differently across local markets for the simple reason that localism matters now more than ever.
Health and wellness are hot topics around the globe, and they have been for years. Despite the immense amount of attention devoted to the topic, however, the obesity rate is high—and rising. The good news, however, is that consumers around the world are taking steps to take charge of their health.
After a dynamic first half of 2014, which included the Sochi Winter Olympics in Russia, the eruption of the Crimean crisis in the Ukraine, the outbreak of the Ebola virus in West Africa, and the dazzle of the World Cup Football in Brazil, the third quarter continued in a less tumultuous mode.
Digital advertising continues to grow as marketers follow fragmenting audiences across screens. Within the digital medium, which has traditionally been dominated by direct response advertising, brand marketing growth is now outpacing direct response.
Recently, movies based on young adult books have emerged as the newest genre in which content creators are investing. To take advantage of this trend, it is important to have a clear view of what is driving moviegoers towards this genre and the implications for the coming years.
This issue of Audio Today takes a deeper look at public radio, which includes more than 900 rated stations offering an eclectic mix of news, entertainment, music and cultural programming in markets large and small. Public radio is a unique and relevant part of the lives of 32 million Americans and exists in large part due to the financial support of the listeners this report examines.
While e-commerce is at different stages of maturity around the world, it’s beginning to gain momentum in Western Europe. Here, consumers are rapidly adapting their lives to keep pace with digital advances, which will likely lead to a wave of consolidation, polarization and even some saturation in the consumer packaged goods space. That said, however, trends are accelerating and consumers are in control.