Spanish-Language TV Scores Major Brand Engagement Gains

 Should local-direct businesses add Spanish TV programs to add a lift to their monthly revenue gains? Philip Jay LeNoble, Ph.D.

Spanish-Language TV Scores Major Brand Engagement Gains

• by Wayne Friedman , Staff Writer, October 9, 2024

TV commercials on Spanish-language TV networks have been 31% more effective in online brand engagement than those on English-language TV over the past 12 months, according to EDO Ad EnGage.

In addition, Spanish-language messaging is up 24% higher than in the preceding 12-month period. 

These results came from 1.2 million airings from September 2023 through August 2024, EDO says -- coming from 709 brands resulting in a total of 377 billion impressions. EDO looks at real-time online engagement minutes after a TV commercial has aired. 

Walmart posted the best effective result for an ad called “Being That Grandma,” scoring 1,036% higher than the average commercial on Spanish-language TV during the period. 

Overall brand engagement effectiveness witnessed the big brick-and-mortar/online scoring 223% above average. Amazon Prime was at a leading 340%, topping all retailers. 

In the insurance category, Aflac took top honors for a brand engagement boost via Spanish-language TV -- 341%. This was followed by State Farm at 120%. Personal care brands had Golo (682%) and Nutrafol (643%) as number one and two. 

Food/beverage category showed Spam (702%) and Dr Pepper (652%) taking top results. Major non-luxury automobile brands showed Honda and Buick as number one and two. Pharmaceutical brands OmniPod (143%) and Shingrix (117%) as best.

Looking at specific non-sports categories, news/information content scored the best in engagement -- up 61% -- over English-language TV. For its specific creatives, Pandora posted 633% lift, followed by Spam (500%) and Golo (438%).

Commercials in entertainment programming generated a 36% boost in engagement. Beverage brand Monster scored 1,043% from its “Work From Home” creative.

In the movie category, there was an overall 20% lift overall lift for brands in engagement. Walmart had the strongest result, at 700% for its 'Hello Fall' creative execution. 

Live sports proved to be perhaps the strongest category -- especially European football. Top ten games over the 12-month period posted anywhere from 276% to 751% lift for brands over other Spanish-language platforms. 

Some of the biggest performers for their specific creatives included Marriott (360%), Secret (538%) and Dove (196%).

Automotive: Automakers Estimated TV Spending Rises in Q3

 

automotive

Automakers Estimated TV Spending Rises in Q3

• by Tanya Gazdik , Today

Automakers estimated TV spending was up 18.3% year over year for the third quarter. 

The number rose to $541.2 million compared to $457.3 million in the same quarter in 2023. Year-to-date spending was flat at $1.7 billion compared to the same period in 2023, according to iSpot.tv.

Household TV ad impressions were down 14.3% year-over-year to 73.9 billion compared to 86.2 billion in the same period last year. Year-to-date impressions were down 12.7% year-over-year, 210.2 billion compared to 240.9 billion 

The top five brands by estimated national TV ad spending for the quarter were Toyota ($61 million), Hyundai ($43.5 million), Chevrolet ($39.5 million), Honda ($38.7 million) and Ram Trucks ($32.7 million), according to iSpot.tv.

The NFL accounted for 42% of the industry’s total outlay for the quarter, and it was No. 1 for spend for all of the top five automakers, especially Honda, which allocated 72% of its Q3 budget to games. 

“Sports were an even bigger part of automaker advertising than normal in Q3, thanks to the excitement around the Summer Olympics in Paris,” said Stuart Schwartzapfel, EVP, media partnerships at iSpot. “But along with big-ticket sports ad placements, these brands are still finding ways to reach consumers during syndicated and daytime shows, plus streaming programming as well to both move remaining 2024 inventory and promote 2025 vehicles.”

While all of the top five brands activated around college football, Ram Trucks and Honda leaned in the most: College football ranked second and third, respectively, for their total quarterly spend. Additionally, four of the top five brands invested in the 2024 Paris Olympics (Ram Trucks was the outlier), according to iSpot.tv.

The top five brands by share of automaker household TV ad impressions for the third quarter were Toyota (11.86%), Hyundai (8.56%), Nissan (6.64%), Lexus (6.55%) and Ford (6.16%).

The top five brands by share of voice on streaming for the quarter were Ram Trucks (10.63%), Toyota (9.28%), Jeep (9.26%), Hyundai (8.83%) and Nissan (6.01%).

Stellantis-owned brands including Ram Trucks and Jeep put a greater emphasis on streaming over national linear from a reach Share of Voice standpoint in the third quarter. The brands were No. 1 and No. 3 by share of streaming reach, despite being outside the top five by national linear TV ad reach (where they ranked No. 9 and No. 12, respectively), according to iSpot.tv. 

The top programs for automakers by share of household TV ad impressions were NFL (7.57%), 2024 Paris Olympics (5.76%), College Football (5.67%), MLB (4.64%) and Primetime in Paris: The Olympics (3.57%).

Outside of sports, shows with some of the biggest year-over-year increases in automaker impressions included "My Lottery Dream Home” (+67% vs Q3 2023), “Modern Family” (+52%) and “America's Morning Headquarters” (+46%).  

The top networks for automakers by share of household TV ad impressions in third quarter were NBC (16.93%), ABC (5.53%), CBS (5.51%), Fox (5.18%) and ESPN (4.15%), according to iSpot.tv.

NBC was the top TV network for automaker impressions in Q3, largely thanks to the Olympics and NFL/college football games. And it was the only network in the top five that saw an increase in industry impressions (+82%) vs Q3 2023. Other networks that saw increased reach year-over-year included UniMas (+33%), VH1 (+30%) and NewsNation (+25%). 

The most-seen automaker ads by share of household TV ad impressions for the quarter was Hyundai: Summer: Add More Joy (3.88%), Jeep: Make the Most (2.22%), Volkswagen: Hot Dog (1.78%), Chevrolet: For Summer Adventures (1.70%) and Infiniti: Once Upon a Time (1.67%).

Top automaker ads by likeability among the top 20 most-seen ads were Volkswagen: An American Love Story (+15.5% more likeable than the Q3 automotive norm), Ram Trucks: The Calling: Sparks (+8.4%), Genesis: Feel Every Detail (+8.3%), Lexus: Free (+6.3%) and Nissan: The Ultimate Connection (+5.3%), according to iSpot.tv.

As part of iSpot's creative assessment survey, likeability measures an ad's ability to appeal to viewers, based on results from the survey prompt “I like this ad.” Positive Purchase Intent is the share of creative assessment survey respondents that indicated they were "more" or "much more" likely to purchase a product or service after seeing an ad.

The top automaker ads by positive purchase intent among the top 20 most-seen ads wer Genesis: Feel Every Detail (62% positive purchase intent), GMC: The Time Has Come (55%), Mercedes-Benz: Make Your Dreams Come True (52%), Genesis: Illuminated (52%) and Ram Trucks: The Calling: Sparks (51%). according to iSpot.tv.

Genesis’ “Feel Every Detail” was a third quarter winner, ranking third by likability and first for positive purchase intent. The ad eschewed typical automaker ad formats (that often rely on voice overs or on-screen text to hype models and various features), and instead focused on sleek visuals and an upbeat soundtrack to engage audiences successfully: 32% of surveyed viewers cited the visual scenes as the “single best thing” about the ad, while 13% favored the music above all else. 

Commentary: Winning The Mom Vote Could Determine Who Wins the Presidency

 

Commentary

Winning The Mom Vote Could Determine Who Wins the Presidency

• by Maria Bailey , Columnist, 4 hours ago

Women are the largest demographic of voters, and the majority of women are mothers.

According to the 2020 US Census Bureau  there are more than 168 million women in the U.S., and according to the Chamber of Mothers, the majority -- 85 million -- are mothers.The US Census Bureau post-2020 election statistics noted that there were 120 million women registered to vote, and that voter turnout showed the number of women voters dominated the number of male voters—82 million compared to 72 million. This is a strong indication that voting moms will play a pivotal role in who will become president in 2024.

BSM Media recently 500 surveyed moms across the U.S. about the upcoming presidential election.

Issues moms care about

The surveyed mothers were clear about the issues at the top of the list for them: the economy/inflation, border security, and women’s rights, followed closely by reproductive rights and education. The greatest number of respondents put the economy as their number-one issue. It is not a surprise that as the chief money manager of the household, moms care about the economy when inflation concerns have hit families hard. And, of course, women’s rights are undeniably a top concern.”

A second tier of concerns include healthcare, gun control, and human rights. The two areas tied for being of least concern to moms: COVID-19 and legalization of marijuana.

Characteristics moms want the next president to have

When asked to rank what quality is the most important in a president, surveyed moms said primarily the person should be a problem solver. The qualities that rank in order after that are intelligence, honesty, and being ethical.

The median tier of characteristics that moms care about include being accepting of all people, someone who follows the law, and having respect globally.

The least important characteristics that received votes were being creative, having a sense of humor and being female.

Sources moms rely on for political content

Respondents said they obtain information about candidates from websites (64%), articles online (60%), and conversations with neighbors, friends and family (49%), followed by TV news (45%). Thirty percent of respondents lean on discussions with other moms.

Moms consult social media platforms to evaluate candidates and to research political issues, and 46% share political information, content or images. Newspapers and Facebook ranked almost equally as sources consulted at 26%.

Podcasts led the list ahead of all social platforms, at over 27%. Moms use social media sites for political information: Facebook (26%), Instagram (22%), TikTok (19%), followed by YouTube (17%) and X (16%). Private Facebook groups hold some sway with moms as well. Lesser used platforms include Reddit, Twitch, and Telegram. And TV ads were picked by just 12%.

Moms do their homework by researching the issues and policies that align with their values. Because they are a crucial demographic of voters, candidates should consider how to meet moms where they are and target the issues that matter to them.

Other Interesting Point

• 76% of moms discuss politics with their children, demonstrating their commitment to educating and involving the next generation in the political process.
• A childless candidate is OK, according to almost 70% of moms surveyed.
• More than half of respondents have unfriended someone on social media because of their political views.
• The candidate’s age is important to 45% of the moms surveyed.
• 83% of respondents will not be going to a political event in support of a candidate this year.
• More than 70% said that the vice presidential candidate is very important or somewhat important to their decision.
• Celebrity endorsements of candidates are not important to 90% of respondents.

United State moms coined “soccer moms” were credited with electing Bill Clinton to office in 1993. We will soon see if the impact of the mom vote will carry Trump or Harris into the White House. 

Commentary: 5 Ways to Ensure Your Marketing Plan Is Holiday-Ready

 

Commentary

5 Ways to Ensure Your Marketing Plan Is Holiday-Ready

• by Jared Smith , October 14, 2024

This year, the holiday rush isn’t just about sales; it’s about navigating the fine line between algorithm-driven advertising and meaningful brand-building in a crowded marketplace. Now more than ever, brands must adapt quickly to stay ahead.

Following are five key strategies to ensure your marketing plan is primed and ready for the holiday season.

Maximize AI ad solutions. AI capabilities have transformed our approach to paid media, especially during the holiday season. AI campaigns like Google’s Performance Max or Meta’s Advantage+ Shopping Campaigns are purchase-driving tactics that make up a significant portion of paid media revenue.

To maximize their performance, it's crucial to set these campaigns up for success with a large variety of creative assets to prevent oversaturation. Meta has reported that 56% of performance is determined by creative. Opt into AI-driven campaigns this holiday season, keeping consistent with creative refreshes, to keep campaigns optimized and performing at their best.

Prepare strong creative -- and a lot of it. To stand out in a crowded market, you need a diverse mix of assets and formats, from static text-overlay images to shoppable content. Video remains a top-performing format across all platforms, so invest in both high-quality branded and influencer videos to add third-party validation. Static images are effective during key promotional days like Black Friday and Cyber Monday for delivering clear and concise sale messaging.

Plan for before, during and after key moments. The holiday season is short this year, as we are losing five days of this promotional period due to a late Thanksgiving, making advanced planning more crucial than ever. You should already be ramping up your prospecting efforts to build awareness before November when the focus shifts to converting interested consumers.

Consider increasing your budget for key promotional days and transitioning to buy online, picking up in-store options afterward. Also, ensure your ads are trafficked early, as ad platforms often slow down or experience issues closer to Black Friday and Cyber Monday.

Have a contingency plan. Even the best-laid plans can go awry, so having a contingency plan is crucial. Ensure open communication with your media reps, especially during high-spend periods, and check on your credit lines so you can remain agile and capitalize on strong performance. If you are a marketer, having your CFO on speed dial might not be a bad idea! Prepare for pixel or catalog issues, identifying alternate platforms or products you can drive traffic to.

Monitor the market. Be aware of what's happening in the market, both with consumer sentiment and competitor activity. Keep track of when your competitors are launching promotions, what discounts they're offering, and how aggressive they are in their strategies. This will help you decide if you need to adjust your own tactics to remain competitive. Make sure you're meeting your customers where they are, understanding which channels they're using, and being present when their intent to purchase is highest.

Preparing for the holiday season requires careful planning, adaptability, and a solid understanding of the market dynamics. With these five strategies, you'll be ready to navigate the challenges and seize the opportunities of the holiday promotional period.

 

Commentary

How Well Is Broadcast Really Doing? Real-Time Political Ad Trend

• by Wayne Friedman , Staff Writer, Yesterday

Is traditional legacy TV -- national and local broadcast and cable -- really feeling better about its advertising performance this political advertising season?

For certain, overall TV dollars have hit higher record levels. Key local TV station groups are benefitting.

At the same time, swing states are getting the lion’s share of what are estimated to be record political advertising dollars. 

Daniel Kurnos, media analyst at The Benchmark Co., writes: “Scripps [is] leading the pack versus 2020, up over 30% through the third quarter if AdImpact is to be believed.”

He also cites data showing Sinclair is 25% higher, and that Tegna and Nexstar Media Group are also trending higher than results in 2020.

One seeming positive from all this activity is legacy TV's ability to stem loss in political advertising as it relates to digital-first media platforms:

“Broadcast also seems to have yielded less share than anticipated to social and connected TV (less good for those like Roku and Magnite, although there is bound to be some trickle-down effect), potentially even taking share in total when the dust settles.” 

Even then, Kurnos senses that overall trends -- national and local TV -- are difficult to nail down in real-time.

“It is extremely difficult to parse out ad trends this close to an election, but the signs have been pointing to recent underlying softness,” he says. 

He is referring to issues of overall “core” advertising activity is -- during the election season, as well as what comes after. For this, he cautions it may be a “mixed bag of nuts... What concerns us is the aftermath and the forward appetite for consumer and advertisers alike.”

In past years, political advertising results could be looked at as an outlier -- especially considering they are spiking ad results every other year.

But no longer -- it’s part of the plan and expectation.

Not only do local TV stations continue to have a solid advertising business when it comes to politics, but the results  -- as well as those of steady retransmission revenues -- now yield a smaller share of dependency on core advertising results.

For example, Guggenheim projects Nexstar -- the largest U.S. TV station group -- will see just 29% of its total revenue share coming from core advertising versus 80% back in 2008-2009.

Political marketing is a major part of this change.

And even with the advent of digital media -- especially social media -- looking to take away more advertising from legacy TV media, TV stations are holding their own.

Back in Action

 Shout out to all our System 21 Family from Philip Jay LeNoble, Ph.D.

I've been out of touch for a little over a week with a health issue I'm trying to clear up. Missed providing you all with our typical up-to-date news in our TV world and hope you are all well and looking forward to the wonderful holiday season going forward! 

So, tune back in with me in and share what I've added today.....

PEACE!

 

Advertisers Losing Consumers to Ad Fatigue

• by Laurie Sullivan  @lauriesullivan, 4 hours ago

Ad fatigue negatively impacts viewers' purchasing decisions, with 61% of participants to a survey released this week saying they are less likely to want to buy products or use services from the company that shows the same ad back to back, and 49% said in the past they had decided not to purchase a product from a brand when they see repetitive ads too often.

Adults under 55, men, parents of children under 18 and adults with children in the household are significantly more likely than their respective counterparts to agree.

“Not only are consumers getting fatigued, but the investment could also be detrimental to what you’re trying to accomplish,” said AD-ID CEO Nada Bradbury. “I’m spending all this money to bring consumers to my product, but because someone isn’t controlling frequency like they should be, I may be turning people off from my product, brand or entire category.”

Bradbury wants advertisers to use media budgets wisely, pointing to findings from the AD-ID and The Harris Poll study released this week.

Data from the poll is from a survey of more than 2,000 U.S. adults ages 18 and older. About 1,921 watch TV or view content on streaming. The study shows how ad fatigue negatively impacts viewers’ purchasing decisions.

The American Association of Advertising Agencies (AAAA) and the Association of National Advertisers (ANA) are the industry bodies that developed and support AD-ID.

When 59% of viewers cite seeing the same ads repeatedly, this leads to a negative impact on their viewing experience, with 50% saying they get annoyed and 26% saying that it has negatively impacted their purchasing decisions. 

It’s not all bad news, but the data shows why advertisers need to pay attention to frequency capping to get through to consumers.

Three-quarters of consumers who view the ads say they would like to see ads targeted at their interests, with 33% saying they don't mind watching ads that are relevant to them.

Some 63% said they have purchased a product and/or service they were unaware of because of an ad they saw and 18% said targeted ads have aided in their purchasing decisions.

Bradbury said there is a point of diminishing return, but it varies by category and brand. 

“That will be the next step -- knowing how many times is too many,” she said. “What I do know is seeing the same ad two or three times in a row is too many. You can’t keep showing the same ad and expect a positive response. They must be interspersed, and I think we are failing our clients if we can’t control that.”