ESPN Advances Cross-Media Metrics for World Cup, Football
September 27, 2010
Advertising Age
For all the hype about cross-platform media measurement in recent years, there hasn’t been much progress made. From Nielsen and Arbitron’s aborted $45 million-plus market-research initiative Project Apollo, canceled in 2008, to the year-old Coalition for Innovative Media Measurement, still months away from launching its first major study for its 22 members, most efforts have been slow at best.
So it’s no small feat that Walt Disney Co.’s ESPN was able More >
NBCU Bows Tri-filtered “Women at NBC Brand Index”
by Jim Cooper, September 27, 2010
Media Week
The power of women consumers has become an immutable force shaping how billions of marketing dollars are spent annually. But getting a layered view of their market influence, especially in a digital and social age, has been hard to come by.
Women at NBCU, NBCU’s female-targeted ad sales and marketing initiative, hopes to change that with a new monthly brand index that’s designed to be a comprehensive measure of the 25 brands most important to women. Launched More >
Word-of-Mouth Still Largely an Offline Phenomenon: Study
by Patricio Robles, September 24, 2010
econsultancy.com
Ask a brand marketer about word-of-mouth marketing and chances are he or she will talk to you about the internet. After all, with the advent of social media, consumers are most likely going to talk to their friends, family members and associates about your brand online, right?
According to a study by Keller Fay Group, the answer is “no.” As it turns out, the vast majority of word-of-mouth still apparently takes place offline.
Even amongst teens, More >
New TalkTrack Britain Study: “Conversations on Brands are Vital”
by Michael Barnett, September 23, 2010Marketing Week
When consumers talk to each other about brands – and the average consumer talks about ten different brands a day – they are mostly very positive, making such discussions a key channel for marketers, a new study reveals.
Word of mouth could be an even more powerful marketing tool than previously thought, as most conversations consumers have about brands are highly positive. So say the findings of the UK pilot of a study that has been running continuously More >
How much does word of mouth really affect brand success?
by Liz Jaques, September 23, 2010MediaTel Newsline
A new study, which aims to confirm just how much word of mouth influences consumer decision-making and brand loyalty, found that as many as 10 conversations a day mention brands.
TalkTrack, which tracked more than 14,000 conversations by 2,500 people in May this year, found that 81% of brand conversations take place face to face, although people regularly talk about brands over the phone and online too.
The Starcom MediaVest, News International and ESPN-funded More >
85% of Teen Brand Word-of-Mouth Occurs Offline
by Karlene Lukovitz, September 23, 2010
MediaPost
Teens exchange opinions and information about brands more than consumers as a whole – but contrary to what we might expect, relatively few of those conversations take place online, according to the latest findings from TalkTrack®, an ongoing study conducted by market research firm Keller Fay Group, which specializes in word-of-mouth (WOM).
It’s true that teens are twice as likely, compared to the general public, to hold brand conversations online. More >
Teens Deliver Brand WOM
September 22, 2010MediaPost
Teens produce a disproportionate amount of “word of mouth” about products and services. A recent report from Keller Fay Group backs up this phenomenon. Based on data collected during a one-year period (July 2009 through June 2010), the report says teens “engage in a significantly higher level of word of mouth about all categories than the total public.”
For instance, 78% of 13-17-year-olds, vs. 57% of the general public, engaged in word of More >
Australians have 67.8 branded conversations a week and Apple has the most positive word of mouth of any brand
July 13, 2010Sydney, Australia, July 13, 2010 – According to Australian-first research commissioned by Australia’s leading word-of-mouth (WOM) marketing company Soup, on average each person in Australia has 67.8 branded conversations each week.
The research – conducted by US-based, leading WOM research firm Keller Fay – found that the most talked-about categories are Food/Dining and Media/Entertainment and in terms of the kinds of brands that are most talked about telecom, food, More >
Source: http://www.kellerfay.com/TV Still Owns Watercooler, but Shares it with the Web
by Jack Neff, June 11, 2010Internet Matches TV’s Influence Over Conversation, According to New Research
Advertising Age
Once, TV was the symbolic water-cooler that drove consumer conversations. It still is. But the tube is being upstaged by the web, which now nearly matches it in terms of influence on conversations, according to a new study from Yahoo! and Keller Fay Group.
Keller Fay has taken the air out of the online buzz balloon for years with survey research finding that most discussion More >
USA Today Snapshot
May 20, 2010Click here to view the PDF
