Unless the numbers reflect people, they’re just numbers
There is no mistaking the value of RPD and ACR, as they provide scale to measurement, but we know they were never intended to be used for measurement. Big data is reflective of devices, not of actual people.
How audience-based reach metrics in-flight can boost ROI
Pilots and marketers have more in common than you may think. Nielsen’s study shows how marketers can use in-flight indicators to improve campaign ROI.
Carrie Bradshaw at 55: Still fabulous, but too old for advertisers?
Looking at net worth, the trend is clear: 55-64 is the age break with the money to spend. In a 2021 survey, household net worth broken out by age rose from $380,000 for persons 25-34 to $450,000 for persons 35-54 to $504,000 for persons 55-64.
Marketers’ three keys to more agile media planning
To help achieve brand goals, marketers should conduct ongoing media planning throughout the year, versus only once at the start. That puts key audiences at the center of marketing efforts.
TV’s starring role in exposing health disparities for Black women
Our Charlene Polite Corley, VP of Diverse Insights and Partnerships, shares how television can play an important role in raising awareness of critical health issues impacting Black women.
How marketers can successfully leverage social media influencers in their campaigns
Before launching an influencer campaign, brands need to first develop a sound strategy for the campaign to drive the strongest impact and optimize their marketing spend.
A relevancy revolution: the importance of Spanish language content
Much of the content Latinos are seeking is in Spanish, regardless of their “primary” language, due to the vast and nuanced representation of their culture and community found in Spanish-language TV and radio.
Black History Month, Lunar New Year overlap is the perfect time to share our stories and listen to others
This year, with the racial reckoning in the country and the intersection of Black History Month and Lunar New Year in February, it’s the perfect time to share our own stories and listen to others.
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...
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.