Audience measurement

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Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

Pants Bear: Learning life one adventure at a time

Case Study • WARC Cases, 2020

Children’s education and entertainment brand Pants Bear launched in Malaysia with a content strategy tailored around cultural moments and learning activities.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

The Post Pandemic Consumer

Article • Trajectory, Research on WARC, January, 2021

Trajectory has gathered extensive data on COVID-19's impact on consumer behaviour and psychology.

Signals 2021

Article • OMD, Research on WARC, January, 2021

An overview of the key consumer signals to help plan for the year ahead, following the unprecedented and transformational events of 2020.

Finland bucks streaming trends

News • 15 December 2020

Traditional TV viewing is on the decline across the US and northern Europe, with Finland one of the few countries to have resisted the lure of streaming TV during lockdown, a new study shows.

A new benchmark for mechanical avoidance of radio advertising: Why radio advertising is a sound investment

Research Paper • Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 407-416

Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.

Nielsen cross-media measurement hints at new digital standards

News • 10 December 2020

Consultancy giant Nielsen plans to update the way it measures TV ratings to better mirror audiences, who are consuming live and on-demand TV via multiple devices and channels, showing how digital is now a core part of the medium.

Facebook: Stories can do it, "Bit by Bit"

Case Study • Ben Nilsen, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Facebook, the social media platform, fast-tracked a comedian's rise to fame to demonstrate the capabilities of its Stories feature to the advertising industry in the US.

SKYY Vodka: Ending Digital Discrimination

Case Study • Rachel Lowenstein, Nisha Ashra, Dan Ottinger, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

SKYY Vodka wanted to increase brand awareness, consideration and perception of LGBTQ+ allyship in the United States, where it has a long supported the LGBTQ+ community.

Cricket Wireless: A Reason To Smile

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Cricket Wireless, the telecommunications carrier, partnered a popular Spanish-language TV show to raise awareness amongst the important Hispanic audience in the US.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Wheel: Career from Home – Wheel Ghar se Career

Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

BBC: Compass – a partnership between BBC and Ipsos MORI

Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2020

The BBC, a British public service broadcaster, developed Compass, an audience measurement tool, to provide crucial data to help the BBC serve its audiences.

Butterfinger: Game Better with Butterfinger

Case Study • Nicole Voorburg, TJ Kelly, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Confectionery bar Butterfinger grew sales and appealed to younger consumers in the US through a gaming partnership and redemption scheme with Final Fantasy VII.

Shirk from home: the new normal?

News • 03 December 2020

“Work-from-home” professionals in the US have sent daytime TV figures soaring, new data from research firm Nielsen reveals.

What we know about TV audiences

Article • WARC Best Practice, December 2020

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.

Global Pride: Global Pride Crossing

Case Study • Werner Iucksch, Melantha Tan, Arnaud Robin, WARC Media Awards, Silver, Effective Use of Tech, 2020

Global Pride created a unique virtual experience to keep the Pride Day flag flying, engage the LGBTI+ community and increase visibility of the Pride movement to society as a whole.

Poidem: AI that changed TV planning

Case Study • Kirill Konoplyov, Yury Tomin, Nicolay Chernavin, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Bank Poidem adopted an innovative AI-based approach to TV planning, whose accuracy enabled it to boost brand awareness, encourage take-up and reduce costs in Russia.

Dove Deos: Dry Serum mobile campaign

Case Study • Oscar Maalihan, Rhouel Rallos, Sujay Ray, Jeffrey Ng, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Dove Deodorants ran an interactive mobile ad campaign in the Philippines to educate its target audience of upwardly mobile urban women about its new dry serum deodorant product and drive sales.

Rice Krispies Treats: Krispie Kitchen

Case Study • Chris Harder, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Confectionery brand Rice Krispies Treats recruited a virtual assistant to increase sales in the holiday season and boost the connection between American parents and their kids in a fun new way.

Volkswagen Polo & Beetle: Shop Volkswagen

Case Study • Lucas Yap, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Volkswagen, the automotive brand, used a category-first approach to sell cars through a social e-commerce platform in Malaysia.

Lidl Ireland: Boosting in-store visits and sales with Facebook Instant Experience

Case Study • Kirsten Coventry, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Supermarket discounter Lidl Ireland engaged with social media to drive sales and incorporate a new business dimension.

Scottish Widows: Your Future Self

Case Study • Richard Manning, WARC Media Awards, Entrant, Effective Use of Tech, 2020

British pension provider Scottish Widows ran an interactive digital out-of-home campaign in eight cities across the UK to increase brand awareness, preference and consideration by prompting people to think about their future.

Covid-19: A Game Changer For Media And Purchasing

Article • Ramona Daniel, Research on WARC, November, 2020

COVID-19 has been a true game changer in terms of media consumption habits and purchasing behaviour, both accelerating existing trends and forcing new behaviours for many people.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption and cost inflation this year and next. Key findings include:
Share of search: The most important metric you’ve never heard of

Article • James Hankins, WARC Exclusive, August 2020

Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.
How to recoup lost COVID-19 business — it’s all about speed

Article • Dennis Potgraven, Havas China, WARC Exclusive, March 2020

The key learning from China is speed, whether in how the country has been containing the COVID-19 virus, or how brands and marketers should be recouping their losses.
The strategies working in COVID-19 specific communications

Article • Sam Peña-Taylor, Event Reports, Kantar Webinar, April 2020

Research from Kantar assesses how advertising addressing the coronavirus is landing with consumers.