In today’s diverse video ecosystem, connecting with audiences requires careful thought and planning. With viewers spread across a multitude of platforms and devices, understanding their preferences and behaviors is crucial for success.
Gen Z students and professionals are coming into their own as a generational cohort, already commanding $360 billion in disposable income. As more and more Gen Zers enter the market, they are beginning to form brand loyalties and shopping habits that will last a lifetime.
In the ever-evolving landscape of television, free ad-supported TV (FAST) is quickly becoming a staple in many households across the nation. The shift towards FAST is unmistakable, with over half of streaming viewers (51%) expecting to spend more time with these channels in the coming year.
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Sports bring in loyal audiences who tend to tune in regardless of how their favorite team is faring. And with its continued expansion into streaming, sports fans have more opportunity to engage with the content they enjoy.
As premium TV content proliferates across platforms and services, viewers are finding that the discovery process is fragmented. In fact, over half of U.S. viewers stated that the difficulty in finding new content can be frustrating, leading them to rewatch something they’ve already seen.
Real-time, live viewing is a major component of both news and sports, as it’s important for these audiences to stay up to speed on current events and sports scores alike. Comcast households (HHs) spend two hours per day watching live news and sports content, presenting a notable reach opportunity for advertisers.
There are two schools of thought around advertising in cable news: For some advertisers, particularly those in the political category, the value of news is so great they often over-index on news programming to the detriment of their overall reach and target audience delivery.
Sports advertising helps agencies, big or small, beat market fragmentation and harness the reach of live sporting events to make their clients’ brands stand out among sports fans, one of the most diverse and passionate audiences in today’s media landscape.
From traditional TV and subscription-based streaming platforms to free ad-supported streaming TV (FAST) and genre-specific apps, advertisers have ample access to viewers. But in the heavily saturated video landscape, brands need to diversify their advertising approach to find and reach the right audiences.