U.S. AD MARKET STABILIZING?

For the first time in over a year, U.S. ad spending has increased in back-to-back months, with July’s 6.2% increase augmented by a 1.2% bump in August—a modest uptick to be sure, but a sign of stabilization.  August is an historically low-demand month, so numbers from September and Q4 will be better indicators of how real this recovery is.(MediaPost: Sept 26, 2023)

CONSUMER CONFIDENCE HIGH FOR HOLIDAY SPENDING

A study from SambaTV and HarrisX indicates that consumers plan to spend this holiday season, with an eye toward savings.  The majority intend to delay their shopping until after Thanksgiving and 70% plan to shop on Black Friday.  Most heartening for retailers: 75% expect to spend the same or more this year than last, with Millennials leading the spending pack. (Download report here; published Sept 21, 2023)

MARKETING: EVERYTHING, EVERYWHERE, ALL AT ONCE

In their 2023 CMO Report, subtitled “Creativity at a Crossroads,” Dentsu Creative quantifies what many of us already know:  Modern marketing means focusing on multiple goals simultaneously and equally.  As an example, 77% of the global CMOs surveyed agree that they need to recommit to brand; 75% agree that they need to double down on performance.   “There is a prevailing sense that either/or is no longer good enough.”  Good luck everyone! (Download report here)

ACTIVE’S DONNELLON ON IMPRESSION-BASED BUYING

In a great article published in TVNewsCheck, Active’s own Alaina Donnellon, SVP of Local Media, posits that the time has come to leave ratings behind and embrace impressions as a more accurate and meaningful currency. Great work, Alaina! (TVNewsCheck: Sept 26, 2023)

VIDEO HISTORY: TRIVIA TIME!
All in the Family is responsible for more spin-offs than any sitcom in TV history, spawning seven shows.  How many can you name? (answers below)

(While you’re thinking, here’s a fun fact:  For the first two seasons, viewers had a hard time understanding a line in the theme song.  What sounded like “Giar Oless Allran Gray” was actually “Gee, our old LaSalle ran great.”  The theme was re-recorded for clarity, but it was still a reference to a car that ceased production in 1940.)

ANSWERS: Maude (1972-78), Good Times (1974-79), The Jeffersons (1975-84), Archie Bunker’s Place (1979-83), Checking In (1981), Gloria (1982-83), 704 Hauser (1994)