Comscore’s Latest TV Study Advises Breaking With Old Thinking

By Charlene Weisler

When the currently accepted landscape shifts and changes, we tend to stick to familiar narratives that have informed us in the past. But as consumers explore a range of new viewing behaviors such as binge watching and cord-cutting, and discover new programs on a range on platforms and devices, sometimes the established norms no longer hold. Comscore recently released a study that examined three of these established narratives to see if they are still true or whether advertisers needed to shift their thinking:

➢ Do stereotypes still help advertising?

➢ Is Activism Good For Business?

➢ Is TV Dead?

According to their whitepaper, Comscore “examined demographic, behavioral and survey data spanning digital, TV and over-the-top (OTT) platforms to understand if common headlines and narratives in media and advertising accurately reflect audience sentiment, preferences and behaviors.”

The findings were as follows:

1. Avoid stereotyping consumers because nowadays, “brands that rely on broad stereotypes are excluding key customer targets from their marketing and are potentially costing themselves business,” the report explained. Stereotypes like rich people buy automobiles and young consumers are power users of social media are missing a range of other desirable consumers for those products and services. The ability to target through segmentations and granular datasets removes the need for advertisers to assume the profile of their most valuable consumer sets and enables “new avenues for understanding and engaging consumers.”

2. Applying brand activism is a mixed bag and very nuanced. The report noted that “recent cause-based marketing campaigns from brands like Nike and Gillette generated a tremendous amount of both praise and criticism, yet Comscore data shows that most consumers are generally ambivalent to brands taking a stance on political and social issues.” Comscore found that just 15% of consumers said they strongly agree with the statement, “companies should take a stand on political/social issues.” Because brand activism is very nuanced, marketers should carefully and thoroughly consider the associated benefits and risks before proceeding.

3. TV isn’t dead, according to Comscore, rather it is “maturing.” TV viewership levels are stabilizing while linear TV continues to offer advertisers ample reach and large audiences. But the way these audiences now gather and consume content has changed significantly. “The number of OTT households is still growing, albeit at a decelerating rate, and new addressable TV capabilities offer opportunities for marketers to cohesively reach consumers across platforms,” the report noted.

Related Stories

08/07/20: NASCAR sets finish line

NASCAR sets finish line

  Friday August 7, 2020 NASCAR revealed the final installment of events in the revised 2020 schedule, including the full Playoffs schedule for all three national series. In the NASCAR Cup Series, all 10 playoff venues and dates will keep the original 2020 schedule, with the postseason kicking off at Darlington Raceway on Sept. 6 […]

08/06/20: Ren & Stimpy get a Comedy Central reboot

Ren & Stimpy get a Comedy Central reboot

  A Cynopsis Message From CROWN MEDIA FAMILY NETWORKS Hallmark Drama Is the Fastest Growing Network in All of Cable!   The Network Is Now in 42.5 Million Homes—Growing 46% Since June   Rich, Dramatic Content Under the Hallmark Brand Umbrella Hallmark Drama Is “Where Great Stories Come To Life.”Click here for […]

Cynopsis Jobs: 08/05/20

clads5

  DIR, BRAND MARKETING & STRATEGY PLANNINGNickelodeonNYC Seeking a group brand leader responsible for the development of mktg strategies in support of Nickelodeon and any of its related content and sub-brands. Min 7 yrs exp in consumer strategy, digital, marketing or media. Full info HERE Wednesday August 5, 2020 In light of […]

CynCity

Cynsiders

Instagram