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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Digital display drives more brand conversations than paid social

WARC 15 DECEMBER 2021  
DIGITAL MEDIA EFFECTIVENESS DIGITAL MEDIA RESEARCH
Digital display ads contribute significantly more than Facebook to both offline and online volume of conversations for marketers, new research says. Key findingsstudy commissioned by media holding company G/O Media, whose brands include The Onion and Gizmodo, and conducted by Engagement Labs, looked at ten leading brands (five each in the tech and beverage categories) and analysed the impact of paid social vs. digital display advertising to ascertain which has the greater ability to drive people to share online and talk offline.
  • The contribution from digital advertising to the average tech brand’s offline conversations is 15.8% vs 3.3% for paid social on Facebook.
  • Online, the average tech brand has an 8.3% contribution from digital and 1.9% from paid social.
  • In the beverage category, the average brand has a 9.6% contribution from digital advertising on offline conversation vs 2.4% from paid social.
  • Online, the average beverage brand has an 8.3% contribution from digital and 1.7% from paid social.
  • Digital ads have a higher estimated ROI than paid social for both offline and online – and this was true for both categories.
Why it matters Platforms such as Facebook offer huge scale but not necessarily user attention. It’s the combination of attention and contextual relevance that is the strongest driver of ad effectiveness and that is what publishers offer marketers.     Read the full WARC article, here.
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New Study Shows Digital Advertising Significantly Drives More Brand Word Of Mouth And Conversation Than Social Advertising On Facebook

MarTech Series By PRNewswire On Dec 14, 2021  

First of Its Kind Study By Engagement Labs Examines Digital Versus Social Ad Performance of Ten Leading Consumer Brands

Engagement Labs released the findings of a study on digital advertising compared to social advertising on Facebook. The study, commissioned by G/O Media, showed that digital display ads contribute significantly more than Facebook to both offline and online volume of conversations for marketers. The study went deep into specific marketers in two big spending categories and for every tech and beverage brand in the study the results were clear. The technology and beverage industries were chosen based on their two distinct consumer purchasing mindsets and digital/social advertising spend. G/O Media specifically sought to understand the role of paid social vs. digital display advertising and ascertain which has the greater ability to drive people to share online and talk offline. The overall project goal was to determine the impact of advertiser investment in digital paid media (display, online video, mobile app, mobile web video) vs paid Facebook advertising in driving offline conversations and online mentions. The analysis was undertaken for ten leading brands, five each in the tech and beverage categories. The surprising findings found that the contribution from digital advertising to the average tech brand’s offline conversations is 15.8% vs 3.3% for paid social on Facebook. Online, the average tech brand has an 8.3% contribution from digital and 1.9% from paid social. In the beverage category, the average brand has a 9.6% contribution from digital advertising on offline conversation vs 2.4% from paid social. Online, the average beverage brand has an 8.3% contribution from digital and 1.7% from paid social. The study also found that digital display media is highly effective at both online and offline performance for brands. This means the digital advertising that consumers engage with isn’t siloed to the online space – it also impacts face-to-face and other offline conversations.    

Blockbuster is trapped in brand limbo. Will it ever get out?

 

Whether as a joke, a nostalgic trip back to the ’90s or as shorthand for the love of movies, the dead chain’s name still resonates with many. Except perhaps the brand’s owner.

Published Nov. 3, 2021
Ben Unglesbee, Senior Reporter
Terry described Blockbuster as having “meme” status. And lest you think memes can’t make money, Terry pointed to Crocs, which is making unholy amounts of money while doing things like making clogs that can double as ranch dressing serving containers. “Nostalgia is the single, most-powerful feeling on the internet,” Kellan said. “The Blockbuster brand has value, and a lot of it, but it needs to realize that every other industry is looking to capitalize on nostalgia, too. Just like any other product or marketing strategy, it’s all in the execution. If Blockbuster is looking to make a comeback, it needs to realize that a misstep here would be catastrophic and destroy all that goodwill.” Offline, the Blockbuster brand’s interaction with the world is also complicated. According to Engagement Labs, a data and analytics firm that provides social intelligence, word-of-mouth mentions around Blockbuster have been steadily and significantly declining since 2007. Which is perhaps not surprising. Interestingly, though, the sentiment scores started to increase starting in 2013, the year Blockbuster closed its last corporate stores under Dish. Since then, sentiment has improved from a score of -20 to positive 14. In other words, people’s feelings for Blockbuster turned positive once its stores were gone. Social chatter isn’t everything, though. Blockbuster had influence and cache not just in the minds of consumers but also to the entertainment industry. Blockbuster was a major channel for movie studios, which weren’t always enthusiastic about the relationship. But that was long ago already. “As a clothing line, bumper sticker line, nostalgia merchandise line… it’s doing well,” Taylor Morden, director of “The Last Blockbuster” documentary — which explores the rise, fall and ultimate cultural meaning of Blockbuster — said by email. “Unfortunately it’s no longer associated with the entertainment industry in the way that it once was so it might be impossible to revive as a go-to stop for all the newest movies.”
    Read the full Retail Dive article, here.
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