When considering new launches, the role that advertising plays is consistent: Advertising drives awareness; awareness drives trial; and trial drives volume. It makes sense therefore, that when compared to existing products, new products are more reliant on advertising support to grow.
Face masks, working from home, social distancing and businesses operating at partial capacity remain constant reminders of our new world, and consumers see it with different eyes than before the COVID-19 pandemic arrived.
The sentiment around staying safe and hygienic has amplified the relevance of certain product claims. Specifically, consumers now believe product claims focused on killing germs, providing immunity and overall health promotion are more relevant than claims around naturalness, sustainability,...
Global sport's top-line metrics, notably global sponsorship and media rights spend, continued to point in the right direction in 2016 but it was also a year of rapid change across the industry.
Notching a one-point increase from the first quarter, European consumer confidence was largely stable in the second quarter of 2016, at 79. Notably, consumer confidence improved from the first quarter in 22 of the 34 measured markets in the European region.
Consumer confidence declined four points in the U.K. (97) and one point in Germany (97) in the first quarter of 2016, as a favorable outlook for jobs worsened. Job prospect sentiment and immediate spending intentions also fell in in both countries.
Consumer confidence throughout the European region continued its steady, uphill climb in the third quarter, as 21 of 32 markets (66%) showed index score improvements from the second quarter.
Though global consumer confidence declined one index point in the second quarter of 2015 to a score of 96, the European region increased two points to 79—the highest regional score in five years. In fact, 21 of 32 European markets (65%) were more optimistic than at the start of the year.
Recession-minded Europeans found a silver lining in the first quarter of 2015 for, despite the fact that the region remained the least optimistic globally with an overall consumer confidence index score of 77. And Nielsen’s Global Consumer Confidence and Spending Intentions Survey showed that job...
Starting the year positively, global consumer confidence saw an increase of one point from fourth-quarter 2014, with an index score of 97. After a slight dip at the end of last year, when all regional confidence scores declined, it was a more upbeat start to the year, as confidence increased...