MarketingCharts’Top 10 Charts of the Month

-April 2017

Before we get started, we have some research to tell you about - our 3rd annual analysis of US media audience demographics. Check it out here!

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1. Traditional TV Viewing Trends

Source article: The State of Traditional TV: Updated With Q4 2016 Data

Takeaway: Over the course of 5 years, traditional TV viewing by 18-24-year-olds has dropped by almost 1-and-a-half hours per day. That’s close to 40% of their total viewing time. But these shifts aren’t at all consistent across age groups: the 65+ bracket is watching nearly 10% more traditional TV than they were 5 years ago.

2. Live TV Still > OTT

Source article: Dual-Service Users Spending Far More Time With Live TV Than OTT

Takeaway: Traditional TV viewing might be down. But don’t place too much blame on OTT. Among dual-service (live TV and OTT) users, even the heaviest OTT viewers are spending twice as much time with live TV as they are with over-the-top options.

3. But Netflix Subscribers Keep Rising

Source article: Netflix Has Almost As Many Paying Subscribers As All The Top Cable TV Companies, Combined

Takeaway: Netflix alone may not be causing all the damage to traditional TV, but it has the capacity to, considering just how mainstream it it. In fact, it now has as many subscribers as all of the top cable TV companies, combined. (Note that cable TV providers are just a subset of all pay-TV providers, which include satellite and phone companies.)

4. Video Ads Challenged by CX

Source article: The Biggest Challenge for Video Advertising Today is the Consumer Experience

Takeaway: The rise in digital video viewing has provided marketers with a fertile new advertising medium which has been experiencing a surge in spending. But video advertisers are tasked with improving the ad experience, which often proves irritating to viewers. One way is by implementing dynamic ad loads based on content consumption, the industry says.

5. Social Recs > TV Ads for Youth

Source article: Social Recommendations Top TV Ads in Purchase Influence for Youth

Takeaway: TV has long been the stalwart of US advertising (now being supplanted in spend by the internet), with its purchase influence only matched or exceeded by word-of-mouth, which typically occurs offline. What about recommendations made on social media? For youth, this is now seen as a bigger influence on purchases than TV ads.

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Check out our ad influence study:

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6. Snapchat Still Teens’ Favorite

Source article: Teens’ Favorite Social Platform Is… Still Snapchat

Takeaway: Teens have displayed some pretty fickle social media preferences in recent years, but Snapchat seems to be having some staying power, with more teens calling it their favorite social platform than Facebook or Instagram, combined. Still, Instagram is as widely used as Snapchat, according to this survey, although Facebook’s popularity is largely limited to older teens.

7. How Biz Uses Social Listening

Source article: How Are Businesses Using Social Listening Tools?

Takeaway: Not surprisingly, businesses are using social listening tools primarily to to improve customer service and enhance customer relations by monitoring requests and concerns. Meanwhile, the primary perceived benefit of these tools is getting feedback to improve products.

8. Biggest Marketing ROI Headaches

Source article: What’s the Biggest Challenge in Proving Marketing ROI?

Takeaway: Only about one-quarter of marketers feel very effective in their ability to demonstrate marketing’s value internally, according to the report. The biggest challenge? Attributing social and content to revenue. Past research has shown that social and content are among the most difficult channels to measure for ROI. Meanwhile, another problem is aligning KPIs with business goals: while the most important objective is to increase sales, relatively few are using leads/sales metrics to evaluate the impact of their efforts.

9. Most Important PR Trends

Source article: The Most Important Trends Impacting the Future of Public Relations

Takeaway: PR professionals believe that digital storytelling is the biggest trend affecting their field over the next few years. Elsewhere in the survey, paid media is also emerging as a big force, with the survey’s authors arguing that the evolution towards paid channels will “require PR professionals to master media buying.”

10. Fastest-Growing E-Commerce Areas

Source article: These Are the Fastest Growing E-Commerce Categories in the US

Takeaway: Digital commerce spending grew by 19% last year, exceeding the pace of growth recorded in 2015 (14%). The Jewelry & Watches category stood out as the fastest-growing one, with an impressive 39% year-over-year increase. Worth noting: Apparel & Accessories had solidified its spot as the #1 retail spending category online, beating out Computer Hardware for the second consecutive year and accounting for $20.3 billion in e-commerce sales.

Love Research & Data? So Do We!Here’s a sampling of some of our recent reports, available in our Research Store:

US Media Audience Demographics- The age, household income, and racial/ethnic composition of numerous

media channels in 2016.

Advertising Channels With the Largest Purchase Influence on Consumers- Primary research examining consumers’ top purchase influencers, broken out by demographic group. 3rd annual report.

Marketing Financial Services to Millennials- Jam-packed with data and charts, a 100+ page analysis of a crucial

generation for financial services marketers.

Marketing to Young City Solos- Profiling an appealing consumer segment and providing key targeting

data

2015 B2B Digital Marketing Insights Report- Embark on a data-driven tour of B2B digital marketing trends.

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