Originally Released On

PRNewswire

CONTACT:

For APAC
Germaine Ong
germaine.ong@stagwellglobal.com

For U.S.
Sarah Arvizo
pr@stagwellglobal.com

Originally Released On

PRNewswire

CONTACT:

Madi Maher
pr@stagwellglobal.com  

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

TWO THIRDS WOULD STAY AT JOB PAYING FOR CHILD CARE

Parents today would take a pay cut for child care benefits at work, according to the fifth annual Parent Confidence Index from Harris Poll and KinderCare.

• Working parents see a gap between child care benefits they need and what employers provide.
• 65% of parents would stay at their job if their employer provided subsidized child care.
• 57% would take a pay cut to work for a company that provided child care benefits.
• Only a quarter of parents say their employer offers a child care benefit.
• 70% of parents are contemplating adapting their careers to be able to care for their children.
• 73% of parents who use child care feel highly confident in themselves on a typical day. That compares with a 43% confidence rating of all parents.

LOCAL PHARMACIES ARE THE NEW DOCTOR’S OFFICES

Community pharmacies are fast becoming the primary healthcare source for Americans, according to our latest Harris Poll survey with CVS Health.

• 90% of Americans live within five miles of a retail pharmacy.
• 7 in 10 prefer pharmacies for their healthcare needs because of convenient locations with evening and weekend hours.
• 1 in 3 Americans visit their pharmacy at least once per week.
• 40% of Americans of color visit their local pharmacies in person at least a few times per month to speak with a pharmacist for heart health services (32% compared with 19% for White Americans), education on diseases (32% compared with 18%), immunizations (30% compared with 19%), diagnostic tests (30% compared with 17%) and prescribing contraception (29% compared with 15%).
• 81% of consumers say they use digital technology to interact with their pharmacy, through websites, mobile apps and text messages.

FINDING A ROOMMATE HARDER THAN FINDING A DATE

Rent prices are now 29.4% higher than before the pandemic, and young people hoping to share expenses are finding it harder to find a roommate than a romantic partner, based on our Harris Poll survey with Zillow.

• 59% of Gen Z and Millennial renters report feeling uncertain about where they would go to find a roommate if they needed one.
• 60% say finding a good roommate is more challenging than finding a romantic partner (68% for women).
• A roommate is a financial must for many: 57% of renters describe their current economic situation as “poor,” and 46% do not have money when a bill is due (versus 29% of homeowners who describe their financial situation as poor and 29% of homeowners who don’t have money to pay bills on time).

DEI, ESG AND REPUTATION

Join our new monthly 30-minute webinar from Stagwell’s Risk and Reputation Unit. Please email Alexis Williams to RSVP.

ICYMI

In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:

• HARRIS POLL: A Country (Taylor) Divided and Other Super Bowl Insights
• HARRIS POLL: Cancer prevention is a top priority for business leaders, but they’re operating without the data they need
• HARRIS POLL: They’re back! Gen Z is reviving UGG’s popularity
• CODE AND THEORY: Your AI’s Hallucinations Are Out Of Control, What To Do
• ASSEMBLY: Ramadan Strategy: Illuminating Pathways for Unforgettable Marketing Moments

Originally Published on PR Newswire 

MEDIA CONTACT:

Sarah Arvizo 
pr@stagwellglobal.com 

NEW YORK, Feb. 13, 2024 /PRNewswire/ — Harris Quest, an AI-powered real-time research software suite from the Stagwell Marketing Cloud (NASDAQ: STGW), released new survey insights following Super Bowl LVIII gauging what really makes the Big Game so entertaining for the general population in the United States. Using QuestDIY to create, target and deploy quality surveys at speed, Stagwell generated insights fewer than 24 hours after the game’s conclusion and fewer than four hours of fielding to capture viewers’ perceptions around the hot topics, trends and memes surrounding Super Bowl 58.

“There were so many memorable moments around the Super Bowl, and this is just one example of how quickly QuestDIY can work for organizations looking to capture quality consumer insights quickly and efficiently,” said Stagwell Marketing Cloud CEO Elspeth Rollert. “With the added benefits of a generative AI survey builder, real-time analysis and reporting, and transparent cost estimates up front, our advanced survey platform is built for the modern marketer.”

Big Game, Big Moments

• A country (Taylor) divided? With all eyes on America’s sweetheart, respondents were asked to recall how many times they saw Taylor Swift on screen during Super Bowl coverage, and the results were a near-split – with 47% indicating “The Right Amount,” and 45% noting “Too Much.”
• The meme of the night goes to: Travis Kelce yelling at Kansas City Chief Coach Andy Reid, with 1/4 of respondents claiming this as the most memorable meme of the night.
• Slam Dunkin’: “The DunKings,” the humorous spot from Dunkin’ featuring Ben Affleck, Matt Damon, and Tom Brady as a musical group performing for Jennifer Lopez in the studio, took the prize as the favorite ad of the Big Game.
• Ladies who ranch: Ranch emerged as the clear winner (35%) among condiments that pair best with the Super Bowl snack table – which increases to 42% for women when broken down by gender.
• Halftime heroes goes to: The hip-hop crew of 2022. While no one said “No” to Usher’s halftime performance this year with a little help from his friends Alicia Keys, H.E.R., Will.i.am., Lil Jon, Jermaine Dupri and Ludacris, his ranks second in order of preference from the last five years of shows, topped by Dr. Dre, Eminem, Mary J. Blige, Snoop Dogg, Kendrick Lamar, 50 Cent, and Anderson Paak in 2022. Jennifer Lopez, Shakira, Bad Bunny and J Balvin rank third, followed by Rihanna and The Weeknd, respectively.

QuestDIY enables creating, targeting, and deploying surveys at speed, enabling brands and other marketing organizations to capture feedback from consumers faster than ever, and to leverage generative AI to build surveys in line with industry best practices. Visit here to learn more: https://www.stagwellmarketingcloud.com/product-pages/harris-questdiy

Survey Methodology
Stagwell Marketing Cloud’s Super Bowl post-game survey was conducted online within the United States and completed on Monday, Feb. 12, 2024, among 1,000 respondents aged over 18 yrs. representative of the population based on age, gender, and region, by Harris Quest Research.

About Stagwell Marketing Cloud
Stagwell Marketing Cloud (SMC) is a marketing-focused, AI-enablement platform built for the modern marketer. Born out of Stagwell’s (NASDAQ: STGW) network of award-winning marketing agencies, SMC’s technology empowers marketers to drive business impact by giving them intuitive tools equipped with proprietary, actionable data. SMC’s portfolio of solutions powers strategic customer research, communications, and media activation for brands worldwide by leveraging technology such as generative and predictive artificial intelligence, shared augmented reality, and more. Get your head in the cloud at www.stagwellmarketingcloud.com.

Media Contact
Sarah Arvizo
pr@stagwellglobal.com

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A roundup of Stagwell’s work at Super Bowl:

• 2022
• 2023

Stagwell’s network crafted some of the biggest brand experiences on and off the field at the Big Game, with ads for clients such as Ally Financial, Bud Light, E*Trade, National Football League, United Airlines, and more. Our agencies dominated the post-Super Bowl ad rankings – including some of the top 10 highest-rated commercials in the USA TODAY Ad Meter, Ad Age, and Adweek. Explore the touchdown-worthy roster below:

The Big Game

Crafting the biggest brand narratives at the Super Bowl.

NFL x 72andSunny

72andSunny led three ads for its long-time partner the “NFL“, including “Born to Play,” crowned #5 by viewers around the U.S. in the USA Ad Today Meter and in Ad Age’s 2024 Big Game ranking. The ad pays tribute to the league’s growing global initiatives and focus on developing local talent.

72andSunny also ran two other spots for the NFL: “Tackle Bullying” and “Mental Game.”

Paramount+ x 72andSunny

72andSunny calls attention to the European version of football in this comedic campaign in partnership with Paramount+ and CBS Sports. “Nobody Watches Like Us” welcomes the UEFA Champions League season, which will kick off just two days after Super Bowl LVIII. The ad salutes American viewers and their dedication to tuning into their favorite UEFA teams, no matter the time or day.

United x 72andSunny

Not one, not two, not three, but six big game spots. 72andSunny, United Airlines’ agency of record, helped create six regional ads, five tailored to different cities and one for the general market. The campaign highlights United’s decision to eliminate change fees on flights. Kyle Chandler, widely recognized as football coach Eric Taylor in “Friday Night Lights,” stars in the campaign, reciting messages made personal for football fans of various NFL teams.

E*Trade x 72andSunny

The iconic E*Trade Baby is back in 72andSunny’s latest campaign for E*Trade, “Get in the Game.” The babies go head-to-head with their parents in a hilariously competitive pickle-ball match up.

Budweiser x Allison

Global marketing and comms consultancy Allison supported the launch of its fourth Budweiser Super Bowl commercial, “Old School Delivery,” which marks the iconic Clydesdales’ exciting return to the Big Game. To date, their efforts have secured over 1.45B impressions and over 2,300 placements regarding the ad.  Budweiser’s ad ranked #8 in the USA Today Ad Meter, a reflection of consumers’ favorite spots from 2024. 

Bud Light x Anomaly

Entrepreneurial ad agency Anomaly continued its tradition of leading Bud Light’s Super Bowl spot this year. The beer brand doubled down on its lighthearted humor and introduced a new character into the Bud Light universe, along with some familiar faces the brand loves. 

Ally Financial x Anomaly

Ally Financial, with Anomaly’s help, aired a 30-second spot on Paramount+ during the big game. In line with their brand messaging around saving and being smart with your money, the ad spotlighted how consumers can use Ally to help save for things you might see appear in the Super Bowl.

Off the Field

Outside of the national stage, clients and agencies made a splash.

Allison

Allison brought NFL Atlanta Falcons wide receiver and Stagwell SPORT BEACH veteran Mack Hollins to Super Bowl Media Row in support of the world’s first indoor smoker – the GE Profile Smart Indoor Smoker. This is GE’s first time using the Super Bowl Media Row platform. The agency also brought NFL Denver Broncos linebacker Alex Singleton and a Special Olympics athlete to SBMR to launch a new Special Olympics program made possible by the CDC, which aims to make nutrition education accessible for all and change the game for people with intellectual and developmental disabilities.

Frank’s RedHot x Colle McVoy

Full-service creative agency Colle McVoy worked with Frank’s RedHot to partner with a Jason Kelce for brand-to-brand conversations during the Super Bowl via social. 

MedStar Health x Doner

Full-service advertising agency Doner developed new work for their client MedStar Health, an $8 billion health system operating in Washington DC, Maryland, and Virginia. The first new video in the campaign will be aired during the big game locally in Baltimore and in DC. The new campaign builds upon the MedStar Health brand promise, “It’s how we treat people,” and employs a cumulative tale storytelling technique to reveal the positive impact MedStar Health’s care has on people.

Diageo x HUNTER

HUNTER and DIAGEO brand Tequila Don Julio lit the way into Super Bowl weekend in a big way. The brand turned the landmark STRAT hotel into a 1,149-foot-tall bottle of Tequila Don Julio 1942. In a first-of-its-kind projection stunt executed by HUNTER, the towering bottle is capturing the world’s attention and reminding everyone to include Don Julio in game day festivities (and beyond).  Follow along HERE.

Danone x HUNTER

Danone brand STōK Cold Brew Coffee is all about bold moves, and this past Sunday, the brand is unveiled their first-ever Big Game ad and shamelessly challenging traditional American football culture. The new spot reveals that Stok is the cold brew coffee that fuels Ryan Reynolds and Rob McElhenney’s Wrexham AFC mascot, Wrex the Dragon, portrayed by Sir Anthony Hopkins. The HUNTER team is amplifying the creative in media outlets including  Esquire, OK! Magazine, Mashed, CNET and more. Grab a cold brew and check it out HERE. 

Lovesac x KWT Global

Integrated communications agency KWT Global and Lovesac teamed up with Creative Artists Agency for the second year in a row to offer their esteemed roster of athletes a moment of relaxation during Super Bowl weekend. Within a private Palazzo Las Vegas suite, CAA athletes were able to take advantage of ‘Hydration Stations’ equipped with Hyperice recovery devices and IV’s — all from the comfort of a Lovesac SuperSac and Footsac blanket.

Grand Marnier x Team Epiphany

Team Epiphany partnered with Grand Marnier to produce Magic Johnson’s Mount Rushmore Super Bowl Party at the brand–new Fontainebleau Hotel in Las Vegas. A–list guests will enjoy multiple photo moments, signature Grand Marnier cocktails and music by Just Dimy

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

66 DAYS UNTIL ONE OF AMERICA’S MOST STRESSFUL DAYS

April 15 is on the horizon, and 57% of American adults find completing their own tax-filing nerve-wracking, according to our Harris Poll survey.

• 46% file early in the season, 33% mid-season, and 19% wait until the deadline – or after.
• 54% prefer to file with the assistance of someone else.
• Among those who receive support, 33% meet with a tax professional, 22% use an online tax service, and 15% use paid tax software.
• Maximizing tax returns is top of mind: 60% believe filing too quickly could affect their deductions.
• 66% say it’s smart for people to use legal loopholes in tax law to maximize their filing.

YOUNG PEOPLE TURNING TO AI FOR TAX HELP

Tax filing using AI is growing in popularity among America’s young adults, based on our Harris Poll research with Fast Company.

• 70% of Gen Z would consider using AI-based tax preparation software to file their taxes, compared with 45% of Americans overall (61% Millennials, 47% Gen X and 25% Boomers).
• 44% of Gen Z already has used AI to ease tax filing (versus Boomers at 4%).
• AI could help calm Gen Z’s tax nerves: 67% of Gen Z say completing tax filings is nerve-racking (compared with 57% of Americans overall).

LOUD BUDGETING BECOMING A THING

Gen Z also is introducing us to “loud budgeting,” or speaking up about saving money and not overspending, according to our Harris Poll study with Credit Karma.

• Comedian Lukas Battle introduced loud budgeting in a TikTok video viewed more than 1.5 million times.
• 27% of Americans admit to spending to cope with stress.
• 69% of Americans say they have financial regrets from 2023.
• 53% say their economic situation worsened last year.
• Many point to poor spending habits: 41% regret not saving money, and 22% overspent.

WHERE AMERICA GETS THE NEWS IT DOESN’T TRUST

Social media CEOs were in the spotlight last week during a Senate Judiciary hearing that reinforced just how low public trust is in the platforms.

• 65% of Americans do not think social media is a trusted source of news, yet 66% have used social media to seek out news, according to Harris Poll data.
• It’s not just young people: 82% of Gen Z, 78% of Millennials, 72% of Gen X and 44% of Boomers use social media as primary news sources.
• It’s not partisan either: 67% of Democrats, 66% of Republicans and 66% of Independents use social media for news.
• Read more about the trust deficit in the new edition of Stagwell’s Risk and Reputation Radar.

ICYMI

In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:

• HARRIS POLL: Would the NFL Ever Put Super Bowl On Pay-Per-View? Bad Idea
• CODE AND THEORY: What if you invested $20m in AI instead of a Super Bowl ad?
• KWT: Can Generative AI Help Employee Advocacy?
• NRG: Which games left their mark at The Game Awards?
• CODE AND THEORY: Thanks to Gen Z, Deeper Connections Will Become the Currency of the Future
• HARRIS POLL: 2 generations, 1 corner office: 20 years separate the Harris Poll’s co-CEOs

Originally Released On

PR Newswire

CONTACT:

Gabriela Schulte 
gabriela.schulte@harrisx.com 

By

Stagwell’s Risk and Reputation Unit

Americans Trust Local Institutions More than National Ones

American institutions, especially at the national level, are facing a huge deficit of trust. Harris Poll data show people get increasingly suspicious of those outside their own community:

• My friends/family: 84% trust information from this source
• Local TV news: 65%
• Local newspapers and news websites: 62%
• National newspapers and news websites: 55%
• National TV news: 55%
• Local political leaders: 50%
• National political leaders: 41%
• Social media: 35%

Americans of All Ages Use Social Media for News But Don’t Trust It

While 65% of Americans do not think social media is a trusted source of news, 66% have used social media to seek out news, according to the Harris Poll.

And it’s not just young people: 82% of Gen Z, 78% of Millennials, 72% of Gen X and 44% of Boomers and older have used social media for news.

Nor is it partisan: 67% of Democrats, 66% of Republicans and 66% of Independents have used social media for news.

Yet everyone isn’t seeing the same social media. What makes the situation even more challenging is that people live in their own news bubbles – and their own brand bubbles, too.

In the News: Social Media Platforms’ Trust and Safety Struggles

Social media CEOs from Meta, TikTok, X, Snap and Discord were in the hot seat last week for a contentious Senate Judiciary hearing about online child safety. The CEOs tried to highlight the resources their companies are directing towards monitoring and prevention, but public trust remains low.

While backlash against tech companies for their struggles on child safety comes from both sides of the aisle, the criticism around tech companies’ content moderation policies is increasingly partisan. Meta is now the poster child for what we call the “Crisis L,” a new risk pattern in which a politically driven crisis causes major reputation damage to a company with no evidence of recovery.

In 2019, after the Cambridge Analytica scandal, Meta’s reputation score dropped from the mid-70s to 58.3, into the Poor tier, and it still sits at 59.7 as of 2023. Meta is now the seventh most polarized company on the Axios Harris 100 with a 12.7-point gap between Democrat and Republican scores.

Brands cannot expect reputation recovery when half the country feels alienated from them politically.

Mark Your Calendar: February Risk & Rep Webinar

In addition to our biweekly newsletters, stay tuned for our monthly webinar series: 30-minute deep dives for communication leaders into key topics from employee activists to misinformation to geopolitics.

To RSVP to our first webinar on Thursday, February 22, 12:00-12:30 pm EST, email Alexis Williams. 

ICYMI: Risk and Reputation Unit in the News

• Bloomberg: TV News Networks Are Counting on a Big Election Year. But Viewers Are Tired

Originally Released On

PR Newswire

CONTACT:

IR Contact:
Ben Allanson
ir@stagwellglobal.com 

PR Contact:
Sarah Arvizo
pr@stagwellglobal.com 

Originally Released On

PRNewswire

CONTACT:

Jess Santini, VP, Global Marketing 
jess.santini@assemblyglobal.com