Brand building, like football, is a game of inches: why the Super Bowl is no exception
To win big with Super Bowl advertisements, ads needs to shine long after that 30-second spot. While an ad during the Super Bowl is typically a strategy to boost brand awareness, that ad spot must be considered as part of a more robust campaign strategy, so consumers are nurtured long after game day...
Broadband-only TV homes amplify sports viewership
Despite the growing wealth of content options available to consumers, few rival the influence of live sports, as evidenced by the boom in NFL viewership this season, which culminates with Super Bowl LVI on Feb. 13, 2022.
A tale of two teams – and their fans
While the NFL is the most popular sports league among Americans, the Bengals and Rams will have a global, national and local Cincinnati and Los Angeles audience for Super Bowl LVI.
Impressions 2.0: The great equalizer
While the media industry has been using impressions for years, the transition to impressions for complete and comparable cross-media measurement is a significant step.
Rooms with a view: Multiple-set TV households provide an array of access and choice for content-hungry viewers
Today’s TVs have all the flexibility in the world when it comes to content, and American households are consistently evolving how they use their TV sets, and that usage varies from room to room.
Balancing act: Why short-term sales don’t always mean long-term success
Connectivity, digital technology and high-speed communication inherently accelerates the pace of how we work. And this is particularly true in marketing. Yet depending on a brand’s goals, it might be time to make some adjustments.
In a breakthrough year for content, multicultural audiences crown ‘Cocomelon’ and ‘Moana’ among the most streamed titles ever
Streaming platforms are increasingly developing programming to differentiate themselves and attract more niche audiences, similar to how the cable networks were able to differentiate themselves over previous decades.
Why focusing on the entire marketing funnel is key for long-term brand growth
The quick wins as a result of conversion-dominated marketing may feel rewarding at the moment, but it often does not lead to long-term brand growth.
Streaming grew its audience in 2021; Drama, reality and kids’ programming led the content wars
Streaming services capitalized throughout 2021 on consumers’ growing appetite for streaming video content. In total, Americans streamed almost 15 million years’ worth of content last year.
2022 media planning: why brands need to understand consumer sentiment
Personal connections are critical for long-term brand health. For that, marketers need to build and maintain trust with their audiences—as well as identify which channels to leverage in those efforts.