The Insights Brands Need for Pride 2020 Campaigns

Consumers want brands that use non-binary and inclusive pronouns, celebrate and recognize their own employees in their campaigns, and consider the rights for all including those of minorities.

More so, internal marketing teams should take note of the things that brands did in 2019 that angered customers. ​Verizon, Sephora, Smirnoff, and Chipotle had the highest negative and mixed sentiment reviews from consumers with more than 30% of organic reactions being unfavorable.

● Verizon (48% negative/mixed): LGBTQ+ audiences were upset to learn that, while brands like Verizon have an HRC scorecard of 100, they have donated over $1 million to anti-gay politicians.
● Sephora (45% negative/mixed): Consumers had mixed feelings on a child being used in Sephora’s pride campaign advertisements, while LGBTQ+ members thought the donation of $1 on select products only
was underwhelming.
● Smirnoff (35% negative/mixed): While conservative audiences shared their disapproval of Laverne Cox as the face of Smirnoff’s campaign, LGBTQ+ consumers disliked how often they felt targeted by alcoholic brands and disapproved of Pride being positioned as a party.
● Chipotle (32% negative/mixed): These unfavorable reactions were fueled by those who felt that the Homo Estas phrase was inappropriate, as well as confusion about why a QSR restaurant was selling apparel.

Above all, Pride campaigns shouldn’t end on July 1. They should be seen consistently throughout the year. Consumers are actively looking at brands that switch out their Pride-themed logo the moment the month ends and show no additional efforts throughout the rest of the year.

Infographic showing the risk level of actions brands take to show support for Pride.

 

 

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Turnkey Intelligence Expands Sales & Partnerships Teams, Adding Top Talent in Philadelphia and Los Angeles

The sports industry’s leading business intelligence provider adds director of marketing partnerships and director of property consulting.

Philadelphia, Pa. — July 30, 2019 — Turnkey Intelligence, a global leader in sports research and strategy, announced the recent hires of Alex Mercer and Johanna Way. Mercer will be based in Turnkey’s Philadelphia office, and Way will be located in Turnkey’s new Los Angeles office. Way’s addition to the Los Angeles sales team will bolster Turnkey’s service to clients in the Western United States.

Alex Mercer and Johanna Way join Turnkey Intelligence

Alex Mercer joins Turnkey as the director of marketing partnerships where he will play a business development and strategic advisory role for the brands team. Prior to joining Turnkey, Mercer worked at SJX Partners and CSM Sport & Entertainment, where he developed strategic partnerships on behalf of leading global sports and entertainment properties, including Feld Entertainment, IRONMAN, The Basketball Tournament, and IndyCar. He is a graduate of the University of Massachusetts Amherst with a bachelor’s degree in sport management.

Johanna Way joins as director of property consulting and will focus on business development and expanding Turnkey’s presence on the West Coast. In her previous role with Nielsen Sports, Way worked with teams, leagues, and rights holders to measure sponsorship performance and optimize their digital and social strategies. Way also held marketing partnership roles with the Los Angeles Chargers and the Seattle Seahawks. A graduate of The University of Sydney, she has a bachelor’s degree in education with a sports management minor.

“We’re excited to bring Alex and Johanna into the Turnkey family,” General Manager Haynes Hendrickson said in a statement. “The addition of Johanna to our Los Angeles team will enable us to better service our property and brand clients on the West Coast. They both bring extensive experience to our staff and will help Turnkey grow and reach new levels.”

 

About Turnkey Intelligence

Established in 1996, Turnkey Intelligence is a business intelligence company in the sports industry, offering best-in-class research and advisory services to sports leagues, teams, venues, and brands. Turnkey’s areas of expertise include sponsorship measurement and evaluation, advertising effectiveness, customer experience management, brand tracking, pricing optimization, customer segmentation, and more. Turnkey launched its London office in January 2019 to serve clients in the European sports industry. Turnkey Intelligence and its sister companies MarketCast, Insight Strategy Group, and Fizziology are business units of MarketCast Group, a portfolio company of Kohlberg & Company, a leading private equity firm headquartered in New York.

 

Press Contact:
Becky Oliver
becky.oliver@turnkeyintel.com
267.579.3965


MarketCast Group Appoints John Batter as CEO, Henry Shapiro to Assume Chairman Role

Los Angeles, Calif. — July 25, 2019 — MarketCast Group, a portfolio company of Kohlberg & Company and a leader in research, consumer insights, and analytics serving the media, entertainment, sports, and lifestyle industries worldwide, announced today that its long-time CEO, Henry Shapiro, will assume the role of Chairman, while veteran media and entertainment executive John Batter assumes the CEO role.

Batter is a media and entertainment veteran with extensive experience in building data-driven businesses delivering best-in-class results for customers. He was most recently CEO of Gracenote, the digital and data segment of Tribune Media Company, which he established as the world’s largest entertainment metadata services and technology company prior to a successful sale of the business to Nielsen in 2017. He previously was CEO of M-GO, a joint venture between DreamWorks Animation and Technicolor; president of production for DreamWorks Animation; and a senior executive at Electronic Arts. Batter earned a bachelor’s degree in history from the University of California, Berkeley and an MBA from the USC Marshall School of Business.

“I’m joining MarketCast Group as CEO at an exciting time,” said Batter. “Henry moves to the Chairman role with the company in great shape as the preeminent platform for media and entertainment insights and analytics. Building on its deep entertainment industry experience, MarketCast Group has been successfully extending its reach to include additional customers and markets. We will continue to provide best-in-class service to our ever-expanding group of high-quality customers.”

Under Shapiro’s leadership, MarketCast Group has grown more than tenfold and has transitioned from being a predominantly domestic, theatrical-only research provider to a leader in entertainment research and analytics worldwide, serving clients from diverse industries such as streaming, video games, sports, and technology.

“After nearly 20 years leading this extraordinary company, I am excited to dedicate my time to working with John to take the company to the next level as Chairman,” said Shapiro, “and to pass day-to-day responsibilities to a talented and seasoned executive team. I am thrilled to welcome John to MarketCast Group. He has the perfect mix of experience and skills for this phase of the company’s growth.”

Batter will be based at MarketCast Group headquarters in Los Angeles.

 

About MarketCast Group

MarketCast Group is a leading provider of data-driven research, consumer insights, and analytics serving the media, entertainment, sports, and lifestyle industries. The company operates through four integrated consumer insights businesses: MarketCast, Insight Strategy Group, Fizziology, and Turnkey Intelligence, which work in collaboration to apply the power of data, technology, and proven innovation to get at the heart of how consumers think, shop, and entertain their passions.

Established in 1987, MarketCast is a leading provider of marketing research services and data analytics servicing the global entertainment industry. Insight Strategy Group is a consumer research and strategy agency that leverages deep social science expertise to fuel brand growth, new product introductions, and service and content innovation. Fizziology is a provider of social research and analytics that uses real-time global conversation to create actionable insights for marketers and creators. Turnkey Intelligence is a business intelligence provider in the sports industry, offering best-in-class research and advisory services to sports leagues, teams, venues, and brands. Together, these companies equip clients to engage consumers and fans, manage and grow their brands, launch new products and services, expand consumer reach, and maximize business outcomes. MarketCast Group is a portfolio company of Kohlberg & Company, L.L.C.

About Kohlberg & Company

Kohlberg & Company, L.L.C. is a leading private equity firm headquartered in New York. Since its inception in 1987, Kohlberg has organized eight private equity funds, through which it has raised $7.5 billion of committed equity capital. Over its nearly 30‐year history, Kohlberg has completed 79 platform investments and over 190 add‐on acquisitions, with an aggregate transaction value in excess of $15 billion. For more information, please visit www.kohlberg.com.

 

Press Contact:
Jenny Matkovich
jenny.matkovich@mcastgroup.com
323.553.2804


Outdoor Enthusiasts: Target Audience Trend Report

Every second, Fizziology collects opinions from audiences that identify as Outdoor Enthusiasts. This report gives brands a peek at what topics are top-of-mind for this hyper-targeted consumer base, and surfaces upcoming industry trends from those reaching the same people.

Outdoor Enthusiasts identify themselves as bikers, surfers, spelunkers, and generally “outdoorsy.” They call themselves tree huggers and beach bums, and consider activities like camping and hiking to be representative of who they are.

 

Interested in learning more about this topic or our broad-ranging expertise? Please contact us here, and we’ll be in touch


girl looking up with foresight

Getting Holistic About Brand Tracking

girl looking up with foresight

A Better Way to the Knowledge You Want

Let’s be honest. While many businesses use brand tracking to chart their performance with consumers, few really like the practice. That’s because most organizations struggle to track the right things or to make the results actionable. Executives often feel, rightly enough, that brand tracking doesn’t go far enough. It paints a current picture of your company by analyzing past performance. But that leaves key questions unanswered — like why you performed that way or how to improve.

That’s why we believe in a more comprehensive and dynamic method — one that underpins our Brand Builder approach to brand tracking. We’ve learned that brand tracking is most effective when it’s holistic and nimble and draws from a range of tactics. It allows brands not only to measure where they’ve been, but also to address future performance and growth. More than a report card on traditional marketing and business metrics, holistic brand tracking uncovers and explains the relationship you have with your customers.

 

Make Sure to Measure the Right Mix

When you measure the right mix of brand health indicators and go deeper into the full experience consumers have with brands, you get a much richer picture of customer relationships. That means:

Graphic defining brand tracking metrics identify, define and link.

  • Identifying what brand health metrics relate to business success — dependent on industry and context.
  • Defining which aspects of the consumer experience to measure, both in the moment and over time.
  • Linking to other consumer-focused data sources — especially first-party data. Additional sources of insight well-suited to tracking studies can include social analytics, cultural analysis, and other second- or third-party data that allow a brand to identify and respond quickly to consumer shifts as they happen.

Put It All Together and You Get a Proactive Plan for Action

Consider a grocery chain that has traditionally tracked weekly sales, store traffic, and other standard measures. Holistic brand tracking approaches like Brand Builder go further — discerning details about customer experience and customers’ emotional attitudes towards its stores. A grocer might find that its target consumers increasingly value short checkout lines over all other factors or that they spend more money at stores with the most attractive produce selection. This would point toward building more registers or stocking more fresh goods from local farms.

 

Get Detailed and Be Data-Driven

When you look into the details that traditional brand tracking misses, the results lead to a data-driven strategy for building future success. This is the power of brand tracking that’s holistic and nimble and multi-modal. More than the “window to the past” that traditional brand tracking provides, you get a 360°, forward-thinking, and actionable view.

 

We’d love to share more about how our unique expertise and solutions can help your business move forward. Drop us a line here, and we’ll be in touch!


Health & Wellness-Focused Females: Target Audience Trend Report

Every second, Fizziology collects opinions from audiences that identify as Health & Fitness-Oriented Females. This report gives brands a peek at what topics are top-of-mind for this hyper-targeted consumer base, and surfaces upcoming industry trends from those reaching the same people.

Health & Wellness-Oriented Females are prone to identify as people who practice meditation and mindfulness as well as yoga and holistic practices. They also consider their dietary choices to be a cornerstone of their lives.

Please click on the slideshow to view in full screen mode.

 

Interested in learning more about this topic or our broad-ranging expertise? Please contact us here, and we’ll be in touch


Exploring the Impact of Disney and Apple on the International Streaming Landscape

Can you remember what watching TV was like before the arrival of Netflix or Amazon’s Prime Video? Or, if you live in these countries, can you remember what your viewing habits were like before the release of local services like BBC iPlayer in the UK, Hotstar in India, Claro TV in Mexico, and Maxdome in Germany? If you’re anything like ordinary audiences, your usage of these services is probably increasing. In our recent survey of 3,000 current VOD users in the UK, Germany, Mexico, and India, over half say that their use of subscription services has been increasing over the past year.

But can you also imagine what you’ll do when even more choices come onto the market? With Disney and Apple launching new services shortly, we asked audiences in key international markets about their perceptions of current and future streaming services to understand if an already disrupted market is about to be disrupted again.

More, More, More: For Millennials, One Isn’t Enough

When comparing 16-34s and over 35s, there are some clear differences in behaviour. On an aggregate level, 16-34s are more likely than 35-54s to have two or more SVOD services. However, this is not consistent across all four countries, with 35-54s in Mexico more likely to have two or more streaming services.

Info graphic comparing age groups 16-34s and 35-54s who have two or more SVOD services in the UK, Germany, Mexico and India

The Unbreakable Netflix?

When it comes to streaming in the UK, Germany, and Mexico, there’s one company leading the pack: Netflix. In these three markets, between 67% and 92% of respondents claim they currently use Netflix while between 35% and 60% claim current usage of the closest competitor, Prime Video.

To understand Netflix’s multi-market dominance, we investigated its brand and content perceptions. And although Netflix has a clear lead across these measures, relative strength and attributes of the competitive set vary by market.

Mexico

Amongst those aware of the service in Mexico, a Netflix stronghold, the streaming service is well ahead of all competitors on all measures.

Info graphic comparing how people in Mexico feel about different streaming services available

United Kingdom

Moving to the UK, Netflix’s perceptions clearly outweigh the competition, but the picture is more nuanced. BBC iPlayer scores well in terms of ease of use and family-applicability but dips relatively in terms of trying new things. Other broadcaster-backed streaming services are less strong, and the field is cluttered with ‘secondary’ competitive services that are tightly grouped.

Info graphic comparing how people in the UK feel about different streaming services available

Germany

In Germany, perceptions of Netflix, whilst remaining ahead, are much closer to Prime Video. They are closest on their ability to deliver ‘something for everyone’.  Although unlike in the UK, brand perceptions of locally-backed competitors are significantly further behind.

Info graphic comparing how people in Germany feel about different streaming services available

India

In India the picture is quite different. Here, the Disney-owned local provider Hotstar dominates reported usage (76% claim to currently use it), followed by Prime Video (65%) and Netflix (61%).  Brand perceptions of the relative services are also closer to Netflix. Netflix does, though, appear to have the potential to differentiate from the competition with an edge over other services on quality of programming and being in tune with popular culture.

Info graphic comparing how people in India feel about different streaming services available

Amazon Primed to Take on the Market Leader?

In countries such as Germany and India, Prime Video’s brand perceptions are relatively close to the market leader, Netflix. Prime Video is seen as the second choice SVOD service across markets both in terms of ‘currently using’ and brand perceptions.

Three key points help to contextualise Prime Video’s position relative to Netflix in these countries:

  • Firstly, Prime Video is strongest amongst the 35+ audience. Indeed, in Prime Video’s strength markets of Germany and India, reported usage amongst this relatively older demographic exceeds that of Netflix.
Info graphic comparing Netflix and Amazon Prime Video use among 35-54s in the UK, Germany, India and Mexico
  • However, Prime Video’s usage frequency is a relative weakness in comparison to Netflix.  Aggregating the markets together, only 38% of Prime Video users claim to use it daily in comparison to 58% for Netflix users. Although, notably, usage a ‘few times a week’ is higher for Prime Video (42% for Prime Video vs. 34% for Netflix).
Info graphic comparing Netflix and Amazon Prime Video use frequency among subscribers
  • Lastly, Prime Video is seen has having ‘high quality content’, and the gap here is comparatively small to Netflix. However, Prime Video falls behind when it comes to having ‘unmissable programmes’.

Disney Appears Well Set

But what happens when worldwide brands look to enter the streaming marketplace? That’s something that we will discover when Disney and Apple enter the SVOD market later this year with their own platforms Disney+ and Apple TV+.

We didn’t provide our respondents with detailed information on these forthcoming services, but on a conceptual level, interest in both Apple and Disney’s services is high, although Disney+ appears to be in a stronger position than Apple TV+. Intended uptake is 28% and 23% respectively. This is relatively consistent, but again India is the exception, where intended uptake for Apple TV+ is two percentage points higher than for Disney+ (34% and 32%).

Info graphic comparing VOD users intent to subscribe to Disney+ and Apple TV+ in UK, Germany, India and Mexico

Notably, potential Disney subscribers are a desirable demographic. They’re more likely to be:

  • Younger skewing  (31% interest amongst 16-34s vs. 25% amongst those 35+)
  • Financially comfortable (62% of potential subscribers self-describe as ‘financially comfortable’)
  • Parents of young children (5 percentage points higher than VOD users as a whole)
  • Heavy TV users (37% of intenders watch four or more hours a day)
  • Film lovers (13 percentage points higher than VOD users as a whole)

Apple’s Awareness Challenge

As this early stage (and we should note that the survey was fielded in April and May of 2019), Apple appears to face an awareness challenge. Looking at UK VOD audiences, it’s notable that 30% say that they’re unaware of Apple TV+’s forthcoming launch, with all markets having relatively lower awareness in comparison to Disney+.

When considering who is likely to subscribe to Apple, there are a lot of similarities to Disney+ intenders: heavy TV consumers, financially comfortable, and more likely to be a parent. But there are some distinctions between the two groups:

  • Apple TV+ intenders are slightly older than Disney+ intenders
  • They are more likely to be parents of children over 12 years old (5 percentage points higher than Disney+ intenders)
  • They are more engaged with audio streaming services (10 percentage points higher than VOD users)

The Battleground: Amazon Vs Apple and Netflix Vs Disney?

The fact that both Disney+ and Apple TV+ potential subscribers are more likely to be financially comfortable could suggest that they have the capacity to add services alongside their existing subscriptions. Moreover, half of Apple TV+ potential subscribers also intend to subscribe to Disney+. And of the half that do not, 57% already have more than one SVOD subscription.

But should consumers hit a saturation point and begin to choose, there are some interesting findings that suggest which companies may be competing for the same audience:

  • Those who intend to subscribe to Disney+ and not Apple TV+ are more likely to already subscribe to Netflix (80% compared to 73% of VOD users).
  • And for those that intend to subscribe to Apple TV+ and not Disney+, this group is more likely to be existing Prime Video users (56% compared to 51% of VOD users).

When looking at the two groups, there is also an overlap in demographics, suggesting that competitive groupings may fall into two categories, with Netflix subscribers and Disney+ intenders both over-indexing amongst 16-34s and Prime Video and Apple TV+ relatively stronger amongst the 35+ audience.

What Does This All Mean?

Of course, it’s always difficult (and dangerous!) to play crystal ball. Not least, the streaming content and competitive landscape will continue to shift with forthcoming streaming services from Comcast, Time Warner, and others. But our data here and broader work point to some initial indications:

  • Netflix’s delivery of high-quality, unmissable content has seen it rise to the position of market leader, particularly in the UK and Mexico. But, as we see across international work, one size doesn’t fit all, and even the likes of the UK could be challenging for the market leader if local services are able to successfully aggregate (for instance under the forthcoming BritBox service).
  • In India and Germany, Prime Video is much closer to Netflix, driven by the 35-54 audience. However, the signs here are that Prime Video needs to push higher frequency of engagement, building on perceptions of high-quality content to establish that it has shows that are unmissable and buzzworthy.
  • Disney+ looks to have good potential amongst younger, affluent audiences, with its film franchises and traditional child-friendly content proving to be appealing. This places it in a strong position with high levels of intended uptake and running into a potential battle with Netflix given cross-over in demographics and subscriber base.
  • For Apple TV+ intended uptake is slightly lower than that of Disney+, primarily due to lower awareness than Disney. But its potential audience is also desirable with relatively stronger appeal amongst over 35s, potentially pitching Apple into a battle with Prime Video.

Our data suggests that there is an appetite for new entrants, particularly amongst younger audiences who are more predisposed to having multiple streaming accounts. However, there will likely be a saturation point due to time and cost limitations.

As such, it is possible that we may see a temporary fragmentation before the market consolidates or even third-party bundling of services taking place. But for now, it certainly looks like the disruptors will face disruption, with international markets continuing to develop their own characteristics.

For more information about this study or a presentation of key findings, drop us a line here and we’ll be in touch!


Aligning Political Stances With Customer Values to Build Brand Devotion

Wayfair is the latest brand to take a political stance — and it did not go unnoticed, with over 341,000 unique social users voicing their opinions on Wayfair’s decision to sell furniture to migrant detention centers.

72% of those expressing an opinion disagreed with the retailer’s choice to fulfill and earn a profit from the $200,000 order. Not only did consumers disagree with the brand’s position, but also 12% of people discussing this on social shared their plans to boycott the brand as well as all affiliates (Joss & Main, AllModern, Birch Lane, and Perigold).

Additionally, mentions stemming from real consumers who said they would cancel planned purchases or make a return due to their disagreement with Wayfair’s decision made up 5% of brand mentions.

Alternatively, positive mentions (28% of organic opinions) were fueled by self-reported Republicans who criticized Liberals for wanting to deny those living in the camp a comfortable place to sleep. However, those supporting Wayfair were less likely to use their wallets to voice their opinions, with only 2% of mentions stemming from those planning to make a support-driven purchase.

So is it worth it for companies to take a hard stance and make a political statement? Yes, if you know your consumer.

Patagonia has been able to successfully build its consumer base out of fans who share a very similar set of values.

Fizziology looked at the organic opinions of consumers over the past three years, and each time Patagonia released a significant campaign, announcement, or politically-fueled statement, the company consistently saw a positively-trending cause and effect with its core consumers.

These announcements, which include using a $10 million tax cut to fight climate change and seeking action against the elimination of protected land, were celebrated by those who self-describe themselves as outdoor enthusiasts.

While it’s no surprise that this outdoor-loving audience reacted positively to these announcements, what is surprising is that these fleece-vest-wearing “tech bro” consumers were also interested in and supportive of Patagonia’s initiatives. This tech community used these announcements as an opportunity to positively discuss Patagonia and strengthen their relationships with and devotion to the brand.