World Cup 2022: A Few Stats to Know November 18, 2022

MarketingCharts One of the few remaining global events that much of the world tunes into, the FIFA World Cup in Qatar starts this weekend. Here are a few stats to know from various pieces of research that have been released in the lead-up to the event. [Before starting, a quick note of acknowledgement of the many controversies about this year’s event regarding its location and human rights abuses. You can read more about those here.]

45% of American Sports Fans Are Interested in Watching

Almost half (45%) of “monthly sports viewers” in the US are either very or somewhat interested in the World Cup, according to a survey from Altman Solon of 17,000 respondents across 17 countries. Yet, this is the joint-lowest figure of the 17 countries, with only Australia matching that low level of interest. (However 28% of US respondents said they are “very interested,” compared to just 19% of Australian respondents.) The countries with the most rabid World Cup fan bases are Brazil and Argentina, with 94% of sports viewers in each saying they are interested in watching the event. That includes more than three-quarters (79% and 76%, respectively) in each country who are very interested.

Soccer Fans Engage in 15% More Brand Conversations Each Week Than the Average

Sponsoring brands might be encouraged to hear that soccer fans engage in more word-of-mouth than average. According to data from Engagement Labs, they engage in 90 offline brand conversations each week, compared to 78 for the average person. Compared to the average, they’re 48% more likely to talk about Travel Services brands, 41% more likely to have offline conversations about Children’s Products brands, and 29% more likely to discuss Personal Care/Beauty brands. Some of the top-indexing brands discussed by soccer fans include the MLS, Trivago, Nivea, Audi, and Adidas.     Read the full MarketingCharts article, here.
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Score a goal by leveraging soccer fans for marketing and brand engagement

Bulldog Reporter   The fall is ripe with marketing opportunities: holiday shopping, MLB playoffs, NFL season kicking off and NBA and NHL seasons underway. But this fall, a big opportunity is falling into marketers’ laps—the highly anticipated FIFA Men’s World Cup. This 64-game soccer tournament kicks off on Sunday, November 20th from Qatar and presents big opportunities for brand marketers and advertisers alike. Recently, Adweek touts that “This Year’s World Cup Is a Key Performance Marketing Opportunity for US Brands,” and reported that NBCUniversal has “already sold approximately 90 percent of its advertising inventory” for the 2022 World Cup within 100 days before the tournament. World Cup advertisers will surely evaluate countless measures to affirm their decision to advertise. One key indicator that all marketers should measure is the impact on a brand’s offline and online conversation. Engagement Labs research shows that talk matters. In fact, Engagement Labs research shows that online and offline conversation, together, drive about 19 percent of purchases, but online conversation by itself drives less than half as much. Our analytics study contribution to the Journal of Advertising Research“How Measuring Consumer Conversations Can Reveal Advertising Performance” confirms that there is a close and valuable relationship between word-of-mouth and advertising success—from major sporting events, sponsorships or tentpole events. The analytics estimated that, on average, 25 percent of advertising’s impact involves the stimulation of conversations. As a marketer looking to maximize your 2022 results, Engagement Labs has the data and insights to help you drive advocacy that will amplify your messages and accelerate sales. With the World Cup and sports top of mind, here are some meaningful data and insights on the powerful audience of soccer fans.     Read the full Bulldog Reporter article, here.
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Top 20 TotalSocial Movers and Shakers: Which sectors had the most improved consumer conversations?

Bulldog Reporter   The TotalSocial “Movers and Shakers” are consumer brands that showed the most improvement over the past year in driving the quantity and quality of consumer conversation—offline and online. The brands on our “Movers and Shakers” lists are very diverse. The top 20 is comprised of brands from technology, dining, beauty and personal carehousehold products, beverages, retail, automotive, financial, travel and health such as OxiClean, TGI Fridays, ASUS, Toshiba, Orbitz, Acura, LEGO, Motrin, Herbal Essences and Wegmans. The rankings are based on Engagement Labs’ patented proprietary TotalSocial® data, which continuously measures the most important drivers of brand performance with respect to social media and offline word of mouth conversations. They were identified by brands that had the biggest point increase in their TotalSocial scores from the twelve months ending June 2022 to the twelve months ending June 2021. Overall most improved: OxiClean, TGI Fridays, Asus, Motrin, Toshiba, Herbal Essences, Lego, AMD, Xbox, Clinique, Mist TWST, Halo, Acura, Charmin, Subaru, AAA, Comet, Wegmans, Lamborghini, and Advil

Secret to social influence: Talkability

As different as the Movers & Shakers brands are, they have a key factor in common, and it’s why they’ve all earned a top spot in our rankings. That factor is talkability, which is the ability to motivate consumers to discuss and share news, marketing and other information about your brand.     Read the full Bulldog Reporter article, here.
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TVB Releases Two New Media Usage Studies

By RBR-TVBR – May 4, 2022
TVB, the television advertising sales advocacy organization, has released two new media research studies chock full of insight on media’s impact on consumers, and what this means for marketers seeking to connect with them in the best way. The TVB 2022 American Conversation Study, conducted by Engagement Labs, examines media’s influence on word of mouth marketing, while the 2022 Political Media Usage Studies look at media usage across linear and digital platforms in 2022 politically competitive states. Among the key findings for TVB 2022 American Conversation Study:
  • Media affects conversations; TV is the key to sparking and supporting American conversations about news of the day, local/regional news, and politics.
  • Television affects 56% of political conversations, which is significantly more than online content, social media, print, and radio.
  • Local broadcast TV news is the primary source of news. Respondents found it to be the most shareworthy, believable, and trustworthy news source.
  • If limited to only 5 channel choices, respondents picked broadcast TV as their top 4.
  • Respondents found social media to be the least believable and least trustworthy news source and also perceive “fake news” to be most prevalent on it.
  • Consumer opinion leaders in 13 key product categories often bring up stories they heard on their local broadcast TV station in daily conversations and find it to be the most trustworthy platform.
  • 49% of respondents are talking about politics daily. That has grown 44% since 2015 (34%).
  • 62% of respondents said they are very likely to vote in the upcoming November 2022 mid-term elections.
  • About half of survey respondents said the economy was the #1 issue that would get them to vote in the mid-term elections.
    Read the full Radio and Television Business Report (RBR+TVBR) article, here.
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These Brands Got the Most Love in Word-of-Mouth Conversations in 2021

MarketingCharts 2020’s most loved brands in online and offline conversations each dropped down a spot last year, replaced by American Family and Carter’s, respectively. Here’s how other brands fared in an analysis [press release] of top brands by Engagement Labs. In examining more than 650 US consumer brands across various industry sectors and categories, the rankings of the most loved brands are “based on net positive conversations happening online (via social media) and offline (via face-to-face conversations as well as phone, emailing, texting, IM’ing, video chat – in other words, via any channel other than posting on social media)” from Engagement Labs’ proprietary TotalSocial® data. Carter’s climbed a spot to become the brand with the largest gap between positive and negative offline conversations in 2021, solidifying its ascent after having jumped 13 spots the year prior. Carter’s replaced 2020’s leader, Trader Joe’s, which dropped to second. That brand was recently named the “most relevant” among grocery and drug stores. The list of most loved brands offline was otherwise dominated by beauty and personal care brands, featuring Dawn at #3, Dove Men+Care at #5, Dove at #6, Gillette at #8, and Nivea at #10. The biggest gainer was Gillette, up 68 spots, with joint #8 Kirkland also enjoying an impressive ascent (+22) up the rankings.   Read the full MarketingCharts article, here.
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Beauty And Personal Care Lead Most Loved Brands Rankings

BeautyMatter     KELLY KOVACK, MARCH 11, 2022 | MARKETING TREND   … “This year’s TotalSocial Most Loved Brands exhibit the vital consumer emotional connection with brands and demonstrates how the brand marketers have built and found opportunities even during the past two years of pandemic,” said Steven Brown, President of Engagement Labs. “Brand love has been a major part of our work with Fortune 500 brands and continues to be a focus in 2022.” Gillette’s improvement in offline brand love grew more last year than any other top 10 brand. Gillette has not been shy about weighing in on real-world conversations about social issues, with ads tackling topics such as toxic masculinity demonstrating that when it comes to offline, its positive word of mouth rises above the competition and resonates to consumers. Last year’s net sentiment of consumer conversations is positive for everyday categories such as beauty and personal care, children’s products, food, and home. The importance of positive sentiment prevails as the “Great Resignation” ensues and more people adjust to a hybrid lifestyle, preferring to stay at home to work remotely. Beauty Highlights:
  • The beauty and personal care category stood out for high net sentiment offline and online, winning a total of eight spots for positive conversations.
  • Dove Men+Care, Dove, Gillette, and Nivea made the list for offline conversations.
  • Lush, Mary Kay, Clean & Clear, and Clinique garnered top spots for online conversations.
  • Gillette’s improvement in offline brand love grew more last year than any other top 10 brand: +68 in rank change.
  Read the full BeautyMatter article, here.
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Consumers reveal their most loved brands, based on both online and offline sentiment

Bulldog Reporter     by Richard Carufel | Mar 11, 2022 | Public Relations   Which brands do consumers consider to be their most loved? According to the fifth annual ranking of America’s “most loved” brands from Engagement Labs, which combines online social media listening and offline word of mouth social data with predictive analytics. Carter’s, the retailer of children’s apparel ranks first while Trader Joe’s, the American grocery store, moved down to the second top spot of the list of brands most positively talked about in offline conversations, ahead of more than 650 brands across all consumer categories. Meantime, Great Value, a Walmart brand, and American Family Insurance also switched places for the top positions for the most loved brands in online talk. “This year’s TotalSocial Most Loved Brands exhibit the vital consumer emotional connection with brands and demonstrates how the brand marketers have built and found opportunities even during the past two years of pandemic,” said Steven Brown, president of Engagement Labs, in a news release. “Brand love has been a major part of our work with Fortune 500 brands and continues to be a focus in 2022.” Costco’s Kirkland is the only brand to rank among brands both online and offline that shows the importance of marketing strategies that seek to activate both channels in driving business performance. Gillette’s improvement in offline brand love grew the most last year than any other top 10 brand. Gillette has not been shy of the weighing in real-world conversations in social issues with ads such as toxic masculinity that demonstrates that when it comes to offline, its positive word of mouth rise above and resonates with consumers. Last year’s net sentiment of consumer conversations is positive for everyday categories such as beauty and personal care, children’s products, food and home. The importance of positive sentiment prevails as the “Great Resignation” ensues and more people adjust to hybrid lifestyle and preferring to stay at home to work remotely.     Read the full Agility PR/Bulldog Reporter article, here.
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Beauty and Personal Care Brands Dominate in Engagement Labs’ Fifth Annual Ranking of America’s ‘Most Loved’ Brands

The most positive offline and online conversations with top rankers include Dove, Mary Kay, Clean and Clear and Clinique.

Beauty and personal care brands have dominated Engagement Labs’ fifth annual ranking of America’s most loved brands. The most positive offline and online conversations with top rankers include Dove, Mary Kay, Clean and Clear and Clinique.
The analysis ranks the most-loved brands based on net positive conversations happening online via social media and offline via face-to-face conversations as well as phone, emailing, texting, IM’ing, video chat— in other words, via any channel other than posting on social media—to determine its annual TotalSocial Brand Awards winners.
“This year’s TotalSocial Most Loved Brands exhibit the vital consumer emotional connection with brands and demonstrates how the brand marketers have built and found opportunities even during the past two years of pandemic,” said Steven Brown, president of Engagement Labs. “Brand love has been a major part of our work with Fortune 500 brands and continues to be a focus in 2022.”
The beauty and personal care category stood out for high net sentiment offline and online, winning a total of eight spots for positive conversations: Dove Men+Care, Dove, Gillette, and Nivea for offline conversation, while Lush, Mary Kay, Clean & Clear, and Clinique garnered top spots for online.
Gillette’s improvement in offline brand love grew the most last year than any other top 10 brand with a +68 in rank change. Gillette has not been shy of the weighing in real-world conversations in social issues with ads such as toxic masculinity, which demonstrates that when it comes to offline, its positive word-of-mouth rise above and resonates to consumers.
Read the full Happi Magazine article, here.
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Carter’s, American Family Insurance Deemed Most Positively Talked About Brands

MediaPost by Tanya Gazdik, March 6, 2022   Carter’s ranks first, while Trader Joe’s moved down to the second top spot of the list of brands most positively talked about in offline conversations, according to Engagement Labs. American Family Insurance and Great Value, a Walmart brand, also switched places for the top positions for the most loved brands in online talk in the fifth annual ranking of America’s “most loved” brands. The four brands finished ahead of more than 650 brands across all consumer categories. This year’s winners have in common the “vital consumer emotional connection,” says Steven Brown, president of Engagement Labs. Brand marketers have found opportunities to connect even during the past two years of pandemic, he adds.
Costco’s Kirkland is the only brand to rank among brands both online and offline that shows the importance of marketing strategies that seek to activate both channels in driving business performance, according to the study. Gillette’s improvement in offline brand love grew the most last year than any other top 10 brand. The brand has weighed in on real-world conversations in social issues, with ads like the one on toxic masculinity resulting in  positive word of mouth.
    Read the full MediaPost article, here.
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Digital advertising drives more awareness than paid social: report

Luxury Daily December 15, 2021 | By KATIE TAMOLA

Digital display advertising continues to go a long way in terms of driving brand awareness, according to a new study from Engagement Labs.

The study, commissioned by G/O Media, focusing on tech and beverage brands, found that digital advertising surpassed paid social advertising on Facebook in terms of conversions. The contribution from digital advertising to the average tech brand’s offline conversations is 15.8 percent vs 3.3 percent for paid social on Facebook. “A key trend that we’re seeing in our data, that looks at both offline and online conversation, is the increasing ability of online content from brands to drive offline conversations,” said Ed Keller, CEO of Engagement Labs. ” Consumers have interactions with branded content online including digital and paid social ads and these interactions impact their online posts about the brands.” The analysis is based on syndicated online and offline consumer conversation tracking from Engagement Labs over the period from January 2018 May 2021, with media expenditure data that Engagement Labs procured from Kantar Media. Driving social influence The findings reflect that digital display advertising, a combination of texts, images and URLs, has a greater ability to drive people to share online and talk offline versus paid social ads. The average tech brand online saw an 8.3 contribution from digital, a sizeable difference from the 1.9 percent contribution they received from paid social.   Read the full Luxury Daily article, here.
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