QR Codes as an engagement mechanism. Here to stay?

  • A key barrier to entry for QR Code usage has been third party app to read the codes and lower smartphone usage. In 2020 81% of U.S. adults have smartphones. And nearly all of them read QR with no third party app required.
  • QR Code usage is taking off and many DTC companies are trying to figure out how to integrate QR Codes into their ad campaigns to enhance brand engagement and response – especially with the usage adoption in 2020.
  • Modus has started utilizing QR Codes as a response mechanism on television (linear and OTT/CTV) campaigns and though consumers are responding and engaging, the verdict is still out on the overall effectiveness. That being said, QR Codes are here to stay and we need to continue to work toward understanding how they can add value to advertisers campaigns.
  • QR Code usage to engage consumers with your brand should start to be a conversation…if it isn’t already!

Olympics – Record Coverage Planned

  • The opening ceremony for the Olympics is scheduled for July 23, 2021
  • NBCUniversal has announced they will air a record 7,000 hours of coverage!
  • Roughly 3 in 5 US Adults are expecting to watch.
  • Record coverage, does not necessarily mean record Viewership. With Olympic controversy comes speculation on actual engagement and many feel the Olympics should be postponed again.
    • Athens (terrorism concerns) and Rio (Zika) both had controversy and ratings suffered.
  • The position at Modus is like everything with COVID, this is different, and NBC is poised to deliver historic viewership based on consumers yearning for Sports programming – especially the emotional, competitive and elite delivery of the Olympics.

Source: NBCUniversal will air more than 7,000 hours of Olympics coverage (cnbc.com)Survey Shows High U.S. Awareness, Viewership Intent for Tokyo Olympics, but Pandemic Presents Other Concerns (morningconsult.com)

Expand Linear TV Reach and Targeting

OTT / CTV can efficiently expand your campaign television reach. We always recommend a balanced scorecard while allowing the performance to inform the spend distribution.

  • Inform consumer and network targets
    • We have utilized OTT/CTV to inform larger Hispanic targeting initiatives leading to linear TV network additions to include Hispanic targeted networks.
    • Some networks are more risky to test in a traditional linear environment (such as HGTV or Discovery Prime) but may produce the best results via OTT/CTV. This learning allows us to add networks to linear plans with more confidence and less risk for our clients.

As the country begins to open up, so do Podcasts!

  • Up 4% for downloads and 3% for audience compared to the previous week.  
  • 4th consecutive week download growth has been flat or positive, and 5th consecutive week that audience growth has been flat or positive.
  • Podcast streams and downloads during peak weekday morning commute times were down an average of 16% for the week of May 11-17 compared to the week of March 2-8 across all Podtrac measured podcasts. 
  • On Saturday May 16 the peak hour was up 18%, and for Sunday May 17 the peak hour was up 27%.
  • Top Genre Categories: News continues to excel; Sports trying to recover; and Society and Culture continue to take the biggest hits.
U.S Weekly Downloads and Audience
U.S Weekly Downloads: Top Categories
U.S Weekly Downloads: All Genres

More: http://analytics.podtrac.com/blog/2020/5/18/weekly-podcast-data-amid-the-coronavirus-crisis-update-through-may-17-2020

Emerging Trends After 1 month of COVID-19 “Lockdown”

April marked the first full month of lock down for most of the world. As advertisers adjust TV spend and creatives to reach and engage with consumers watching increasingly more video across all screens, what trends have emerged?

Source: https://info.tvsquared.com/rs/597-QOT-387/images/COVID-TV-Insights-April-2020.pdf?mkt_tok=eyJpIjoiTm1aa01qQTFNVE15T1RCaCIsInQiOiJFSDBXNlwvcFFGNnRCWUI4bEI0T1o0RXlpRE1cL3phcG5zNnY0ZEpyQzkrcGM0emJqSHU0VjROOVlIWlV0Q2w1Um9kT2ttaWt5cU92UWRYVnRXSFVIMHlIVEFXd2lcL2FGYnVmUk95YzltTGdNQzJidk9DeTY3NUZrcWpjOXlNWUdQTCJ9

Nielsen: Connecting TV and Social Media in campaign performance is more important than ever

  • Not only are people consuming more TV, but now they are having more conversations about the programs they watch on Social Media
  • Total volume of TV and COVID-19-related conversations, on Twitter alone, reached nearly 9 million since the start of 2020 in the U.S.—a staggering 40X increase
  • 588% increase in Social TV Activity comparing Spring 2019 and Spring 2020 for Children and Family Movies
  • Interestingly Spanish-language entertainment is down 23%, but Spanish-language News & Talk is up 71%

More: https://www.nielsen.com/us/en/insights/article/2020/quarantined-consumers-are-bridging-gaps-in-social-contact-with-tv-and-social-media/

Number of TV tweets mentioning COVID-19 or Coronavirus
Volume of Social TV Activity: Spring 2019 vs. Spring 2020
Volume of Social TV Activity: Spanish, Prime Talk and News
Volume of Social TV Activity: Children and Family Movies, Streaming Services
Shows Sports Fans are tweeting about during the pandemic

COVID-19: Why TV Ad Spend Will Fall. Sports and Political Ad Spend.

eMarketer: Why TV Ad Spend Will Fall. Sports and Political Ad Spend.

  • Previous reports called for a 2% increase in TV Ad Spend for 2020. Now, experts are estimating a 22.3% – 29.3% DECLINE in TV Ad Spend first half of 2020.
  • Political ad spend will be on hold in 2Q20. Candidates don’t want to be seen as being insensitive campaigning during the pandemic.
  • No Sports Content. Professional leagues have cancelled or suspended season.
  • Kantar estimated March Madness, the NBA playoffs and the NHL playoffs collectively accounted for about $2 billion in TV ad revenues last year.
  • NBCUniversal reported advertiser commitments for the 2020 Olympics amounted to about $1.25 billion and Moffett Nathanson Research estimated losses to ESPN, ABC and TNT ~$700 million due to the NBA season cancellation.
US TV Ad Spending, H1 2019 & H1 2020
US TV Ad Spending Growth, 2019 & H1 2020

More: https://www.emarketer.com/content/how-the-coronavirus-will-change-our-us-tv-ad-spending-forecast

Changes in Audience Trends for Adults 55+

iSpot COVID-19: Adult 55+ Audience Trends

  • The 55+ demo is seeing the most reach during Primetime on the 4 major broadcast networks (NBC, ABC CBS, FOX).
  • Of these top performing broadcast networks, NBC Primetime is the top performer for the 55+ demo with 35% segment reach in comparison to FOX which only saw 24% reach within the segment.
  • Of the 4 major broadcast networks, ABC is seeing the largest increases in WoW Average Time Viewed.
  • In particular, the Late Fringe PM daypart led with a 31% increase and Early Morning (+17%) and Overnight (+15%) followed.
  • Fox News Daytime is a strong performer among the 55+ demo, ranking top 10 in reach while seeing the second highest Average Time Viewed (115 min) and a 10% increase in WoW viewership.
  • While Fox News Daytime appears to be increasing in WoW viewership, CNN Daytime should also be monitored as it’s seeing the largest WoW increase in viewership (15%) compared to other cable news networks on any other daypart.

iSpot: Top 20 National Cable Networks by Adults 55+ Viewership

iSpot: Top 20 National Cable Networks by Adults 55+ Viewership

TV VIEWING INCREASES DUE TO COVID-19

Comscore: Surging levels of COVID-19 TV coverage driven by diverse audience

  • Several key age ranges are showing significant year-over-year viewing increases, with 18-34 up 38 percent, and 35-54 up 35 percent
  • Viewing among Hispanic households is up 42 percent, while viewing inAsian households increased 62 percent.
  • Analysis is Broadcast Television viewership and does not include OTT
TV Viewing Increases in Average Audiences by Age
TV Viewing Increase by Household Income
TV Viewing Increase by Ethnicity

Are you missing out on the Hispanic Market?

With the fast growth of the Hispanic market in the United States,  it has become more important for brands to market to that demographic. With overall population growth, higher HHI and a strong purchasing power, brands can no longer ignore that market if they want to grow their ROI.

However, it is not as simple as using traditional “techniques” used to market to the Anglo market. Latinx consumers behave different and it is the responsibility of the marketer (and their agency) to understand the Hispanic audiences first.

Hispanic Advertising

A little bit about this demographic: 

Hispanics are the second-fastest growing demographic group in the United States * and it’s a young population as for over 50% of them are age 30 years old and younger *. This specific fact should be accounted for in how brands talk and reach out to this massive younger generation of Hispanics, since the majority of this audience, although being of Hispanic background, is born in the US and exhibits bi-cultural behaviors.  With that being said, the greatest opportunity lies on a wider spectrum for creativity.  Since this demo tends to be bilingual, Creative Directors get the chance to develop messaging in “three languages”, English, Spanish and “Spanglish”. In addition to the message, it is important to tailor messages specific to the platforms where Hispanics consume media. Brands have the chance to engage them where they are “hanging out”. For instance 74.5% of the Hispanic population consume media through TV Cable and/or ADS and Hispanics are the most avid radio listeners *.

Brands are always looking for loyalty and repurchasing tendencies in their consumers and according to the Experian Simmons National Hispanic Consumer Study, about 56% of Spanish-dominant Hispanics agree that, “When I hear a company advertise in Spanish, it makes me feel like they respect my heritage and want my business.”

So, let me assure you that for the next two decades, brands that ignore the Hispanic Market won’t survive. They have to understand that this market has great growth potential; nevertheless, it remains an underserved demographic, and there’s where the GREATEST opportunity lands. It’s always a good idea to be the FIRST in doing anything. So, don’t wait and contact us; Modus Direct can become your partner in helping your business grow as never before, with our many years of experience and understanding of this Demographic Group, we will take your brand/product/service to the next level.

Sandra Valencia – Managing Director

sandra@modusdirect.com

 

*http://www.pewresearch.org/fact-tank/2017/09/18/how-the-u-s-hispanic-population-is-changing/

http://www.pewhispanic.org/2016/04/20/the-nations-latino-population-is-defined-by-its-youth/

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