Adult TikTok users in the U.S. use the platform to follow pop culture and entertainment accounts much more than news and politics. Among the accounts they follow, 59% post pop culture & entertainment content, compared to the 10% that focus on political content and 5% on news. Moreover, 46% of them are mid-tier influencers & creators (5,000 to 1 million followers), whereas small accounts (fewer than 5,000 followers) make up another 38% of what Americans follow on TikTok (Pew Research Center)
A new Spotify report shows that Gen Z craves connection and in-person experiences. 74% of Gen Z polled said they have attended concerts or a live show in the last year, and 49% of them said that “a brand sponsoring live music events or concerts would make them more likely to buy that brand in the future” (WWD)
Amazon’s ads within its Prime Video streaming service has exceeded its goal of drawing $1.8 billion in ad-spending commitments for its video-streaming services, including Prime Video. That figure includes ads on Amazon’s live sports telecasts, such as the NFL’s Thursday Night Football games (The Information)
Apple Podcast is losing its dominance as a podcast channel to YouTube and Spotify. Study published last month found that YouTube is now the most popular podcast listening platform in the US, with 31% of respondents saying they use it. It’s followed by Spotify at 21% and Apple at 12% (Westwood One)
63% of American adults under 30 prefer watching TV with subtitles. Only 38% of Americans prefer to have the subtitles on when they watch TV in a language they know. 40% say they do so because it enhances their comprehension. The same percentage (40%) do so because it helps them to understand accents, while 33% say they do so because they’re in a noisy environment (YouGov)
American teens are generally against the idea of regulations that would place restrictions on their use of social media platforms, despite knowing the potential harms to mental and physical health. More than 60% of new voters oppose requiring kids under age 16 to seek parental consent to use social media (Bloomberg)
Smartphones are the top choice for 69% of U.S. viewers watching any video content at least weekly, compared to 68% for connected TVs (The Wrap reports)
Sources: IPG Media Lab, YouGov, Bloomberg, The Information, WWD, The Wrap, Westwood, Axios, PEW Research Center
DOVE - Aging Has Never Looked Better in Dove’s Ad Celebrating 67 Years Of Its Beauty Bar
Dove is celebrating the beauty and privilege of aging. “Beauty Never Gets Old” flips ageism on its head by turning its ‘product for your grandmother’ into a staple of stylish women.
E.l.f. - E.l.f Conjures ‘Sinfluencer’ to Reach Gen Z with Largest Skincare Push
Actor-comedian Megan Stalter (“Hacks”) stars in a 60-second hero spot as the “Sinfluencer,” a character who encourages consumers to commit skincare sins like sleeping in makeup. The campaign will roll out across social media, television and out-of-home (OOH).
This article outlines the way digital advertisers must adapt by integrating with AI ecosystems, enhancing personalization, optimizing for voice search, and building brand loyalty to avoid disintermediation from traditional touchpoints as AI assistants like Apple Intelligence gain prominence.
“Visual Intelligence” Coming to iPhones — What It Means for Brands
Looking to onboard some new ways to improve your B2B ads? We were too, so MAGNA Media Trials partnered with LinkedIn to test a mix of over 3,000 display and video ad exposures across 26 brands on LinkedIn. While we found that B2B ads on a B2B platform work, with both display and video ads driving brand favorability, research intent, and purchase consideration, we uncovered that there is room for improvement. Decision makers are underwhelmed by the typical B2B ads they see, and brands can take advantage by delivering what they want more of.
US Advertising Forecast Fall 2024: Paris & Harris Boost Ad Spend
The US Advertising Forecast report analyzes the size and growth of net media owners advertising revenues by format over the period of 1980-2028. Three documents are available for download below: Executive Summary, Full Report (deck), and Data (detailed excel file). Based on MAGNA analysis of media company financial reports, total US ad revenues grew by +11.0% year-over-year in the second quarter. That was in line with first quarter, and in line with (slightly stronger) than the MAGNA projection (+10.4%).
The US Media Landscape draws from the latest MAGNA Intelligence data and insights. The deck addresses all aspects of the US media industry and advertising market place, organized in an encyclopedic style. The document presents the fundamental features of the various media types, in succinct and infographic style, to non-specialist readers: trading mechanisms, media consumption, sensitivity to economic environment, regulation, ad spend, ad sales, pricing dynamic, ad inventory, media vendors, mergers and acquisitions, top industry verticals, top ad spenders, audience measurement. The document also includes in-depth sections for each the following media types: national television, local television, digital video, search, social media, programmatic, newspapers, magazines, audio media, out-of-home, cinema and direct mail.
This iteration of Time Spent with Media series focuses on Sports. Sports are vital to the Linear ecosystem as 23% of live TV viewing is Sports-related content, and that figure is expected to grow to 26% by the end of the year with NFL and College Football included. Women are a growing area for sports marketing, and spend more time with live game coverage compared to their male counterparts. As teams look to harness a relationship with female viewers, consider connecting with them in-game rather than pre and post-game programming. Consumption of live sports events on streaming platforms continues to rise as more sports become available on said platforms.
The MAGNA Global Industry Report analyzes volumes and trends for advertising spending across 16 standardized industry verticals, and 64 countries. Among the key findings: Retail stands as the largest spending vertical with $115 billion in global net all-media advertising spending in 2023 (14% of global ad spend). Also in the top five: Technology ($83bn, 10%), Telecoms ($63bn, 8%), and Personal Care/Household Goods and Finance/Insurance (both $49bn, 8%). The top five accounts for 45% of total global ad spend. In 2023, all-media advertising spending increased by +7% overall, with the highest growths coming from Restaurants (+16%), Personal Care (+12%), and Media/Entertainment (+12%). In 2024, MAGNA anticipates total all-media ad spend to grow by +10% with Personal Care leading total growth (+26%), followed by Government/Public Sector (+22%) and Betting (+21%). Meanwhile, Real Estate will stand as the only vertical to cut ad spending in 2024 (-7%). Among the largest advertisers globally: P&G, Amazon, Unilever, Disney, and LOreal.
Programmatic Report Fall 2024: The $100 Billion Mark
Programmatic advertising spend continues to grow, and MAGNAs new Programmatic Intelligence Update, by Kevin Bowers and Luke Stillman, has all the information you need to stay ahead of the changing programmatic landscape. It includes detailed stats about programmatic size, growth, and much more, for 50 markets.
In "Beyond the Prescription" MAGNA Media Trials, in partnership with DeepIntent, the health advertising platform, explored the impact of pharmaceutical advertising beyond its traditional role of promoting medications. The study reveals how pharma ads influence patient behavior, improve health management, and offer untapped opportunities for brands. Among the key findings: 63% of patients reported learning about new medications through pharma ads, with this figure holding steady across generational lines, including 61% of Gen Z and 62% of Millennials.
The MAGNA Media Trials study highlights that podcasts have highly engaged, lean-forward audiences, with 62% of listeners actively engaged with content and paying close attention and 66% expressing strong passion for their favorite podcasts two significant factors marketers should leverage. Listening to a podcast is an immersive experience that captivates the listeners attention through content and ads.
Political Advertising Report Fall Update: The Harris Effect
The US Political Advertising report looks at past trends in US political advertising and the outlook for the 2024 Presidential election cycle, including fundraising, competitiveness of races, and MAGNA forecasts for political spending across all media types. MAGNA expects incremental political ad sales to grow by +12% over 2020 levels to $9.0bn in 2024. A key driver of political growth in 2024 is via CPM inflation. The political demand reduces local TV inventory available to other industry verticals, which will generate strong CPM inflation.
