From the rising investment in brand marketing to the biggest driver of TV commercial likability, these are the data points we’re paying attention to right now.
36%
The percentage of marketers who say they will increase their investment in brand marketing this year — compared to 31% in 2023 — according to WARC, per Insider Intelligence / eMarketer. This compares to 40% of marketers who plan to increase their investment in performance marketing, down from 46% in 2023.
123.4 million
The average number of people who tuned into Super Bowl LVIII on Sunday to watch the Kansas City Chiefs defeat the San Francisco 49ers 25-22, per CBS Sports. Surpassing last year’s record of 115 million viewers, this year’s Super Bowl is the most-watched telecast in U.S. television history.
52%
The share of marketing executives who cited “privacy” as their main concern regarding AI, according to a survey released by marketing tech firm SOCi, per MediaPost.
67%
The percentage of consumers who measure how much they like a commercial by its level of humor, according to a survey by market research firm CINT, per Inc. Respondents also said they find humorous ads more memorable than those that leverage products (42%), celebrities (38%) or the brand itself (37%).
86%
The share of Americans who say small businesses have a positive effect on the way things are going in the country these days, marking a 6% increase from October 2022, according to a recent Pew Research Center survey.
$1.5 billion
The amount that Disney is investing in “Fortnite” parent Epic Games as part of a partnership to create a co-branded “games and entertainment universe,” per The Verge.
57%
The percentage of U.S. adults who are either uninterested in or unaware of livestream shopping, according to a survey conducted by Bizrate Insights.
98%
The percentage of Gen Z respondents who say video is their preferred type of digital marketing content, according to a just-released Adobe Express survey, per Chain Store Age. Among millennials and Gen X, the figure was 91% and 78%, respectively.
$147 million
Net income reported by Barbie parent company Mattel for Q4 2023, representing a more than ninefold increase year-over-year, per Retail Dive.
$40.13 billion
The amount by which the sugar-free food and beverage market is projected to grow between 2022 and 2027, representing a compound annual growth rate of 9.53%, per new research from Technavio.
