Contact:

hello@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 (fielded July 21-23):

WEEKLY WORRIES ABOUT ECONOMY JUMP BACK UP:

Today, 87% of Americans are concerned about the economy and inflation – up 2 points from last week and higher than December’s 82% rate.

• 81% worry about a potential U.S. recession (up 5 points)
• 79% about affording living expenses (up 9 points)
• 74% about political divisiveness (no change)
• 84% about U.S. crime rates (up 1 point)
• 72% about the War on Ukraine (up 5 points)
• 58% about a new COVID-19 variant (up 7 points)
• 57% about losing their jobs (up 10 point)

INFLATION AND AI REMAIN TOP NATIONAL CONCERNS:

Inflation is still hitting Americans across the political spectrum, and fears about AI are real, according to our most recent poll with the Center for American Political Studies at Harvard University.

• 76% say inflation has affected them and their family’s finances, with groceries (49%) as the area inflation has hit the hardest.
• 60% think the inflation rate is continuing to increase even though that is not true.
• When it comes to AI, 74% of Americans – including more than 70% of each political party – think AI technology can be dangerous and that fears of it are not overblown.
• 51% of Democrats are optimistic about AI, while 59% of Republicans are fearful.
• 72% of Republicans compared with 52% of Democrats think AI advancements will mostly destroy rather than add jobs.
• 79% of all Americans want more regulations around AI.
• 62% want regulations to emerge from the tech industry rather than from lawmakers.

TOP BRANDS FLYING PAST AFFINITY TO CREATE SUPERFANS:

The renewed Barbie fascination as well as Taylor Swift and Marvel all have one thing in common: they each have learned how to unlock the power of brand fandom – versus just affinity – by unleashing “superfans.” And it’s paying huge dividends, according to the new “The Fandom Formula Report” from Stagwell’s National Research Group.

• Brand fans are 3.5 times more likely to advocate for you, 3 times more likely to stick with you even if they try something they don’t like, more willing to pay a price premium, and 2 in 3 brand fans will try a new product.
• 73% of Americans consider themselves a superfan of at least one brand.
• Top categories attracting superfans include: fast food restaurants (63%), musician/band (60%), entertainment franchise (52%) and online personalities or content creators (50%).
• 71% of superfans became so gradually over time.
• 29% say it was a singular moment that turned them into a superfan.

PREPARING FOR BACK TO SCHOOL STRESS:

Heading back to school is more stressful than ever, according to our Harris Poll survey with On Our Sleeves Movement for Children’s Mental Health.

• 71% of parents say their children experienced challenges last school year.
• The top factors identified by parents included safety concerns (37%), academic challenges (26%), bullying (24%), ongoing social challenges related to the pandemic (24%) and mental health challenges (22%).
• 50% of parents also feel their child(ren)’s mental health has suffered during the past 12 months because of social media use.

EMPLOYEES NOT READY FOR ETHICAL DILEMMAS:

Workplace training is failing young workers, and business leaders need to do more to empower future leaders in sustaining ethical workplace cultures, according to our Harris Poll research with AICPA & CIMA.

• 90% of U.S. and UK employees say they are familiar with their company’s code of ethics.
• 71% say they have received ethics training.
• Yet only 26% of future talent – those aged 20 to 30 pursuing an advanced degree, looking for work or working for less than ten years – found the training to be “very effective.”
• Only 24% of workers feel “very prepared” to an ethical dilemma at work.

ICYMI

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

• Rookie managers make nearly half of female employees want to quit
• Employers Prefer In-Person Interviews, but 40% Fold In Virtual Components
• 20 brands catching Gen Z’s attention right now
• Majority of Americans Mistakenly Believe Health App Data is Covered by HIPAA

As always, if helpful, we would be happy to provide more info on any of these data or insights. Please do not hesitate to reach out.

Thank you.

CONTACT

hello@stagwellglobal.com

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We’re going strong after Cannes LIONS 2023 – even after hosting more than 5,000 people at SPORT BEACH. The emerging themes still on our minds: 

1. The consensus at Cannes was that generative AI is no passing fad. But brands and marketers need to understand how to use (and not use) AI to truly realize its potential.

    

2. Brands need to understand the risks of embracing polarizing issues. That doesn’t mean they shouldn’t stand for something.

    

3. Fandom is even more valuable than you think. How else could a dish soap company like Dawn have more fans than tech and entertainment giants?  

Get ready, because we’re diving deep into all three … 

How AI and AR Will Transform Sports 

The Intersection of Sport and Sustainability  

What Turns Customers Into Fans

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

1. WAIT, THE DISHWASHING LIQUID COMPANY? At SPORT BEACH, NRG’s Fotoulla Damaskos revealed a major surprise. In a survey of 12,500 people about 250 brands, Dawn had the 5th highest brand fandom score, topping major entertainment, tech, and sports brands. What’s going on? People say Dawn connects with their values. (think of clean baby ducks); innovates by releasing products they use and love; and creates community. Seriously, spend a few minutes on #CleanTok. THE LESSON: Yes, Nike, Marvel, and other buzzy brands made NRG’s Fandom 50. But any type of brand can attract fans with the right strategy. 
2. IT TAKES TWO Delta’s Tim Mapes put it nicely at the Palais: “Are we loyal to you when you need us?” Translation: When loyalty program members are stuck overnight at O’Hare, they expect Delta to show loyalty to them – through the empathy and actions of its employees. That’s how you build a sense of community. WHY IT MATTERS: Building a community is a huge part of attracting fans, who are 3x more likely to stick with a brand during a crisis.
3. ALWAYS LEAVE THEM WANTING MORE A boring website isn’t enough. Expedia’s Jon Gieselman, speaking at the Palais, talked about attracting fans by creating a “subscription-like business.” Expedia isn’t literally selling subscriptions. The idea is to use technology (like Expedia’s ChatGPT tool) in inventive products and features that will keep customers coming back — “managing the business for lifetime value rather than a one-time transaction.”
   INNOVATE OR ELSE: The key to building fandom is to keep innovating and evolving in ways that surprise and delight consumers.

Beyond the Stage

Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS. 

JPMorgan Chase’s Leanne Fremar talked with Code and Theory’s Brent Buntin about everything from purpose to Chase Sapphire’s new airport lounges.

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 (fielded Feb. 17-19):

WORRIES ABOUT ECONOMY MODERATE:

Today, 87% of Americans are concerned about the economy and inflation – down 3 points from last week and up from 82% in December.

• 80% worry about U.S. crime rates (down 4 points)
• 80% about a potential U.S. recession (down 2 points)
• 73% about political divisiveness (down 2 points)
• 72% about the War on Ukraine (no change)
• 68% about affording their living expenses (down 7 points)
• 55% about a new COVID-19 variant (no change)
• 46% about losing their jobs (down 1 point)

WORK FROM HOME BUT INTERVIEW IRL

A recent Harris Poll found that 41% of Americans are likely to consider pursuing a new job within the next six months. In our latest survey with American Staffing Association, remote employees like working from home, yet they want to meet their new boss face-to-face first.

• 70% of job seekers say they want to interview in person for a new job rather than a video (17%) or phone call (9%).
• 67% say they feel the need to modify their usual appearances in some way before a job interview.
• Before an interview, more Black Americans feel the need to shave their facial hair (33% versus 22% for White Americans), while both Hispanic (19%) and Black Americans (17%) also feel the need to cover tattoos (White 10%) and remove facial piercings (18% for Hispanic, 14% for Black and 9% for White).

COMMUNICATING MORE BUT NOT BETTER:

Today’s hybrid workplace is a whirlwind of communication – with employees spending more than 70% of their work week communicating on various channels. That’s up from last year – yet poor communications also is causing a steep decline in productivity and effectiveness, according to our “State of Business Communication: The Path to Productivity, Performance, and Profit” report with Grammarly.

• Employees are spending 9% more time communicating – 28.8 hours a week – compared with last year.
• Leaders report a 12% drop in the effectiveness of written communication over the same period and a 15% decline in productivity.
• This is causing employee stress – with workers reporting a 7% increase in stress due to poor communications compared with a year ago.
• 84% of business leaders are feeling the downsides of poor communication, with lower productivity, missed deadlines and increased costs ranking as the top three.
• Most leaders (60%) and nearly half (45%) of workers say personal connections have suffered in the hybrid workplace.
• 68% of leaders say they lost at least $10,000 or more in business in the past year due to poor communications. One in five also say poor communications eroded their brand credibility or reputation.

DOCTORS DON’T HAVE TIME FOR YOUR DATA

As patient portals become more common and telehealth data pours in from apps and wearables, doctors have more data than time, according to our survey with ZS.

• 71% of primary care physicians say they have more data than they can handle.
• The patient data problem is compounded by the fact that 57% of doctors report that technology flaws are a barrier to having better-connected health care.
• 86% of primary care physicians say that a lack of reimbursement for connecting health care is a hurdle.

ICYMI:

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

• February Harvard CAPS-Harris Poll: Perception of economy is improving but only a third believe it is on the right track
• All Generations Find Telehealth Beneficial, New CVS Health Data Shows
• Almost Two-Thirds of U.S. Doctors, Nurses Feel Burnt Out at Work
• Streamer ads performed well during the Super Bowl

As always, if helpful, we would be happy to provide more info on any of these data or insights. Please do not hesitate to reach out.

Thank you.

By

National Research Group

Full Report Here

CONTACT

nick.crofoot@nrgmr.com

SIGN UP FOR OUR INSIGHTS BLASTS

A new battlefront in the Tech Wars heated up last week with Microsoft’s announcement and hands-on demo of new AI capabilities in its Bing search engine and Edge browser. Google quickly followed suit by announcing its own conversational AI in a blog post on Monday and at an event in Paris later in the week. This all comes on the heels of ChatGPT’s launch late last year, which eclipsed 1M users in 5 days and 100M in less than two months.

With all the buzz, we wanted to take a pulse on public opinion and understanding of this emergent technology, so we surveyed 1,000 US Consumers on Tuesday this week. Here’s what we found…

NEWS STILL BREAKING THROUGH

While last week felt like a whirlwind of announcements and media coverage, it’s important to keep in mind that news about AI-powered search is only just beginning to break through to the masses. 17% of those we surveyed said they had heard a “great deal” about AI-powered search recently, and 53% had heard at least “some.” That’s not bad one week in, but there’s a long way to go before companies build mainstream familiarity and understanding of the technology.

DON’T COUNT GOOGLE OUT

Last week did not go as well as Google likely hoped with many headlines focusing on Bard’s inaccurate assertion that the Webb Space Telescope was the first to capture images of an exoplanet and a tepid media response to the event in Paris. But one week’s headlines will not determine the long-term trajectory of who wins the race.

SO WHO HAS THE EDGE?

Disruptor or incumbent? Microsoft certainly has taken the initiative, having released a functional product that is already available to beta testers (and a lengthy waitlist to gain access). They also plan on investing $10 billion into OpenAI. Google is the overwhelming incumbent in the search space, commands vast resources, and has assembled a formidable team that has been working on this technology for many years. The public appears to be favoring Google’s incumbency at this stage.

59% of those who have heard about AI-powered search say Google is best positioned to successfully deliver the technology to market …compared to 13% for Microsoft

Time will tell how much that shifts in the coming weeks and months as familiarity with the companies’ offerings deepens, and more users get their hands on the technology.

Looking forward, consumer excitement is palpable

A lot remains to be seen, but consumer excitement for the technology is building.

71% of those who have heard about AI-powered search say they’re excited about using the technology and 92% say they believe it will change the way people use the Internet. Why? Improved ease and speed of finding information and improved accuracy and relevance of search results are the key benefits driving their excitement.

IMPLICATIONS

As we look ahead, a few thoughts on how this will play out from here…

Finding the Early Adopters

Which companies will effectively find the segments of the population that drive early adoption and help their products cross the chasm? Our data points to the usual suspects as early adopters: Younger consumers (ages 18-34) who skew male, those working full time (who perhaps see workrelated applications/benefits), and more affluent and educated consumers.

Managing Expectations

The potential for conversational AI is clear, but as we’ve already seen, it’s still a work in progress. The process of “deep reinforcement learning” that drives applications like ChatGPT will take time to mature and there will be missteps and inaccurate results in the interim. Continual improvements in accuracy while managing consumer expectations will be important to mass adoption.

Achieving Product-Market Fit

In addition to generating excitement and driving trial, products will need to identify the Jobs to Be Done that will have staying power. With seemingly limitless applications for AI-powered search, what jobs can the technology do for users that deliver the most real, sustained utility? Keying in on these use cases and building products that are optimized for these needs will be critical to gaining a competitive advantage.

Monetization

Even new technologies that find the early adopters and achieve productmarket fit aren’t guaranteed a sustainable path forward—think of AI-powered voice assistants, which have achieved widespread adoption, yet struggled mightily to monetize. How will companies effectively monetize conversational AI? Will they follow the ad-supported playbook that Google has mastered? What subscription- based models will emerge?

Bringing AI into the Light

Now that AI is maturing across a new threshold, and as ChatGPT, Bing and Bard bring multidimensional algorithms forward in a radically new way, there may be an opportunity to incorporate a new level of transparency, education, and understanding of all AI, including existing algorithms that are already deeply interwoven into daily life. This may happen organically, as new AI are introduced; perhaps there is also an opportunity to create distinct and meaningful AI personas for existing tools, with inherent consumer choice built into the experience.

Proceeding Responsibly

There’s been much written about the unintended consequences and potential abuses of AI. Ambiguous and misleading answers, the expression of embedded bias, and the propagation of ideological filter bubbles are all concerns. Conversational AI will almost certainly be a proving ground for the extensive work that Microsoft, Google, and others have put in to anticipate consequences and safeguard against abuses. Close partnership between companies, their users, third parties, and regulatory bodies to ensure a responsible approach will be essential to maximizing the potential benefits of this new technology.

Want to learn more?
Contact Nick.Crofoot@nrgmr.com

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
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 (fielded Feb. 10-12):

WORRIES ABOUT ECONOMY JUMP:

Today, 90% of Americans are concerned about the economy and inflation – up 5 points from last week and up sharply from 82% in December.

• 84% worry about U.S. crime rates (up 6 points)
• 82% about a potential U.S. recession (up 2 points)
• 75% about affording their living expenses (up 5 points)
• 75% about political divisiveness (up 3 points)
• 72% about the War on Ukraine (up 2 points)
• 55% about a new COVID-19 variant (down 2 points)
• 47% about losing their jobs (up 2 points)

WHEN SHOULD COMPANIES SPEAK OUT?:

Following the State of the Union (SOTU) address, we surveyed Americans to pinpoint their views on the buy-American theme as well as to update our past research on companies “speaking out” on social issues. We found strong views on both.

“Made in America”

• Nearly three-quarters (73%) of Americans say they often seek American-made products and brands when shopping (up 1 point from July 2022), especially true among those who watched some or all of the SOTU.
• Regarding intentionally purchasing American-made products and brands, 71% report doing so a little bit or a lot.
• 53% have shopped for an American-made product in the last month.
• 76% of Americans agree that there should be more American-made products and brands available in the U.S.
• 76% agree that brands need to make more products in the U.S. (up 1 point from July 2022).
• 56% would be willing to pay more for a product if they knew it was American made.
• However, 45% believe that American-made products already are too expensive.

“Speaking Out in America”

• A third of Americans (38%) think that American companies are speaking out too much on social issues (up 6 points from July 2022).
• 37% believe companies are speaking out the right amount (down 3 points from July 2022), while 25% believe they aren’t speaking out enough (down 3 points).
• 68% of Americans think that, when companies voice their opinion on a social issue, it’s a marketing ploy (up 12 points from July 2022).
• When companies are speaking out on social issues, 71% of Americans agree that a company’s history on social issues is important.
• 60% agree that when a company speaks out on social issues, it must be supported by living their internal company values.
• More Americans believe that there is generally more risk (59%) to a CEO speaking out on social issues (up 5 points from April 2022) than reward (41%).
• Democrats (55%) are more likely to believe there is more reward in a CEO speaking out than Republicans (33%).
• Americans also believe that CEOs expressing their own political views is bad for the company (47%, up 5 points from April 2022), more so than good.

TRAVEL TRENDS FOR THE NEXT DECADE:

During the next three years, nearly 2 billion people will travel at least once a year – making the travel and hospitality industry continually attractive. Yet what does the future hold? Stagwell’s Northstar partnered with travel technology company Amadeus on new research defining four new types of travelers – in a report titled Traveler Tribes 2033 – who will emerge in the next decade along with suggestions on what brands need to do to create relevant travel experiences for them.

• Excited Experientialists:
  • 44% are without children and have a mid- to high-income job with flexible working options, which enables them to readily explore the world. They are more likely than other travelers to act on instinct, making them “anti-planners” and favoring less predictable and more exciting accommodation experiences. They also are open to technology like the use of artificial intelligence in the airport environment.
• Memory Makers:
  • 44% are ages 42 and older and are habitual in their travel behaviors. They put people first and place less value on technology and sustainability, reassured by existing methods. Despite their skepticism about technology, they are excited about virtual reality and augmented reality preview tours before purchasing a trip.
• Travel Tech-fluencers:
  • 48% of the group are under the age of 32, and their perspective is symbolized by how much technology they own. While many want to travel sustainably, they are more conscious about sustainability options around their method of travel, rather than where they’ll be staying.
• Pioneering Pathfinders:
  • 82% are between the ages of 23 and 41. They like to plan but are not afraid of risk and are open to new experiences. This group is more willing than others to let sustainability influence their decisions. They will be very comfortable using all forms of alternative payment methods – whether cryptocurrency or within a virtual reality environment.

EMPLOYEES AND HR DISAGREE ON RACIAL EQUITY PROGRESS:

Our new State of Inequity report with Hue illuminates wide disparities along racial lines in workplace opportunity, compensation and experience in a post-pandemic labor market.

• More than 200,000 Black and Latina women have disappeared from the workforce since the pandemic’s beginning. Many have stopped looking for new jobs, making them invisible to unemployment statistics and ineligible for federal benefits.
• Most BIPOC employees report their employer has not instituted racial awareness training (82%) nor have they increased recruiting efforts toward racially diverse hiring (81%).
• A gap exists between HR and employees: 84% of BIPOC employees report their company has not addressed the mental/emotional impact of discrimination on its employees of color since June 2020. At the same time, 91% of HR professionals surveyed say the various diversity-related initiatives their companies have implemented are effective.
• One in four BIPOC women report not being paid fairly and in a comparable way to other colleagues at their level across their company.
• BIPOC women are twice as likely not to be paid fairly and in a comparable way to other colleagues across their company compared to white men.
• Two in Five BIPOC women reported feeling exhausted or burned out last year because of their workplace.
• BIPOC women are twice more likely to report they have felt fatigued related to racial tension or issues at work in the last six months compared to white men.
• More BIPOC women are not comfortable being fully themselves at work, twice as likely compared to white men.
• Even in the face of workplace hardships, BIPOC women are investing in themselves. Nearly twice as many BIPOC women (45%) report gaining new skills or education to become a more competitive job candidate compared to white Americans (27%).

ICYMI:

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

• Vast Majority of Americans Prefer In-Person Job Interviews vs. Virtual
• Exploring the future of money
• The high price of being single: ‘It’s all on one person’
• Americans With Trouble Sleeping Report Their Sleep Affects Their Relationships

As always, if helpful, we would be happy to provide more info on any of these data or insights. Please do not hesitate to reach out.

Thank you.

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 (fielded Feb. 3-5):

WORRIES ABOUT JOB LOSSES JUMP:

Today, 85% of Americans are concerned about the economy and inflation – down 2 points from last week and up from 82% in December. Concerns about job losses, however, are on the rise.

• 80% worry about a potential U.S. recession (down 2 points)
• 78% about U.S. crime rates (down 3 points)
• 72% about political divisiveness (down 3 points)
• 70% about affording their living expenses (up 4 points)
• 70% about the War on Ukraine (up 1 point)
• 57% about a new COVID-19 variant (down 1 point)
• 45% about losing their jobs (up 3 points)

18% OF GEN Z WOULD BE HAPPY TO BE LAID OFF:

“Laid off and loving it” is the mood of a small but vocal group of employees caught in the job cuts roiling firms from Wall Street to Silicon Valley, according to our survey with Bloomberg.

• 18% of Gen Z and 15% of Millennial employees say they would be happy being laid off, more so than their older colleagues (Gen X: 8%, Boomers: 6%).
• Overall, one in 10 employees say they would feel thankful (9%), relieved (10%) and happy if laid off today (12%).
• Of those who experienced a layoff in the last year, 42% spent more time with friends and family, on their hobbies (28%) and their physical (26%) and mental health (29%).
• Most employed Americans (43%) say that, if they were laid off today, they would find another job within three months. Yet that changes across generations, with Boomers (28%) less likely to think so than Gen Z (43%), Millennials (48%) or Gen X (47%).

CHILDCARE SPENDING HAS ITS LIMITS:

How much are you willing to spend on childcare before it no longer makes sense to work? Most Americans say an average of $617 a month is fair. Yet, if childcare costs eat away a quarter of their paycheck or more, nearly half of parents with young children under the age of 5 would consider being a stay-at-home parent, according to our survey with Fortune.

• On average, U.S. families spend an average of 17.8% of their income on childcare.
• Younger workers are more willing than older Americans to pay more for childcare. And fathers are willing to spend about $100 more per month than mothers ($668 versus $568).
• More than a third of stay-at-home parents ​​say they left their jobs to care for their children because of financial difficulties in affording childcare (19%) or limited childcare availability (17%).
• Among former and current stay-at-home parents, 36% say they felt forced into leaving the workforce to care for their children.
• 87% of Americans say they would continue working if childcare was more accessible – with high agreement across all age groups.
• 52% of stay-at-home parents with children under the age of 5 believe their careers have been negatively affected by that choice.
• 68% of both men and women believe mothers are penalized more in the workforce after staying home to care for children.

MORE TRUST CONCERNS ABOUT AI:

Americans rely on artificial intelligence to inform everyday consumer choices like movie recommendations and customer service inquiries, yet they draw the line when it comes to trusting AI for high-value applications, such as autonomous vehicles, accessing government benefits and healthcare. Our survey with MITRE also found:

• 48% of Americans believe AI is safe and secure.
• 78% are very or somewhat concerned that AI can be used for malicious intent.
• 82% of Americans and 91% of tech experts support government regulation.
• 70% of Americans and 92% of tech experts agree that there is a need for industry to invest more in AI assurance measures to protect the public.
• Three-quarters of Americans are concerned about deepfakes and other AI-generated content.
• Only 49% would be comfortable having an AI-based online chat for routine medical questions.
• Similarly, only 49% would be comfortable with the federal government using AI to assist benefits processing.

ESG INVESTOR INTEREST GROWS

Most investors are interested in ESG and want their advisors to show them the path forward, based on our survey with Nuveen.

• 75% of investors older than 21 with at least $100,000 in investable assets see their company ownership as a way to get businesses to address ESG-related risks and opportunities.
• 57% would be interested in shifting their portfolios to invest only in companies with net-zero emissions.
• 80% said that companies should be more transparent about ESG issues.
• 73% said they would be more likely to invest in businesses that are open about their plans for addressing those factors.
• Last year’s findings from the 2022 Milken Institute Harris Poll Listening Project found that 68% of executives said their company has as much as a quarter of their portfolio dedicated to ESG investments. Yet 32% said their companies lack ESG investments entirely.

ICYMI:

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

• ‘Funny,’ ‘light-hearted’ and ‘unique’ are top qualities the public wants in Super Bowl ads
• Building brand fandom at the Super Bowl
• Pandemic Pushes Planned Retirement Age by 3 Years
• Gen Z and Millennials Accept Online Creeping and Stalking as Part of Dating Culture
• Stagwell’s Instrument opens applications for 2023 pro bono program supporting black and systemically excluded communities

As always, if helpful, we would be happy to provide more info on any of these data or insights. Please do not hesitate to reach out.

Thank you.

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
pr@stagwellglobal.com

Insights Rooted in New Whitepaper from NRG, “Building Brand Fandom at the Super Bowl”

NEW YORK and PHOENIX, Feb. 8, 2023 /PRNewswire/ — Research from Stagwell‘s (NASDAQ: STGW) National Research Group (NRG), a global insights leader at the intersection of technology, content, and culture, proves the value for brand activation at major sporting events like the Super Bowl in its newest whitepaper, “Building Brand Fandom at the Super Bowl.” In the report, NRG outlines “the anatomy of a fan” by analyzing Super Bowl fans and non-Super Bowl fans’ responses to questions around their excitement for the game, the advertisements, viewing habits, social media consumption, perceptions of the brands involved, and more.

“We encourage brands to think about the massive potential of cultural moments like these as driving forces for business.

The whitepaper is the second iteration of NRG’s “Brand Fandom” platform in the lead up to Stagwell’s Sport Beach activation at Cannes 2023, tapping into the cultural zeitgeist of sport to unpack the journey to fandom across key categories and audiences, and the value for brands in making fans out of their communities.

“There’s no question the Super Bowl is a pinnacle of culture-moving sports events, drawing everyone from committed NFL fans to passive viewers looking to be entertained,” said NRG EVP, Brand Strategy and Innovation, Fotoulla Damaskos. “In this installment of our research, we proved our hypothesis that the same attributes that draw people to sports – community, creativity, exclusivity – are the same ones that drive brand fandom. We encourage brands to think about the massive potential of cultural moments like these as driving forces for their business.”

“There are few events that command such an energized fan base as the Super Bowl, and combined with the buzz before, during, and after a big sporting event, it’s a no-brainer for brands to become part of the conversation if they want to harness that kind of deeply rooted passion for their own brand,” said Stagwell EVP, Chief Marketing Officer Ryan Linder.

Research found that when compared to non-fans, Super Bowl fans are more than just a large captive audience. They are coveted, as they are more likely to be:

• Advocates: 86% enjoy talking about the products and brands they love with other people (vs. 69% of non-SB fans) and are 1.5x more likely to share on social media about brands and products they love than non-SB fans.
• Enthusiasts: 85% like to be in the know about what’s new and next (vs. 62% of non-SB fans), and 69% like to follow their favorite brands on social media (vs. 51% for non-SB fans).
• Connectors: 76% feel a strong connection with people who like the same products/brands that they like (vs. 58% of non-SB fans) and are 1.5x more likely to say that people often ask for their opinions on brands, products, or services.

Added Highlights

• Of those who plan to watch, 96% say they are a big fan of at least one brand advertising at the Super Bowl – much greater than those who say they are big fans of either the Kansas City Chiefs or the Philadelphia Eagles (32%). 
• Fans are just as excited to watch the commercials (89%) as they are the game itself (86%) and the halftime show (85%).
• 87% say the commercials in the Super Bowl set the tone for brand buzz for a long time after the game.
• 41% say they have become a fan of a product because of its Super Bowl commercial.
• 56% say past Super Bowl commercials have deepened a connection they had with a brand.

Brand Innovators Sports Marketing Upfronts
Ahead of the Big Game, the research will take center stage at the “Anatomy of a Fan: Building Brand Passion” panel today, hosted by Brand Innovators and taking place at 10:50 a.m. MST at Hotel Valley Ho. Brand leaders and marketing experts, including Stagwell’s Linder and NRG’s Damaskos, Diageo Senior Vice President of Whiskeys Portfolio in North America Sophie Kelly, and United Airlines Managing Director, Global Sponsorships and Inclusive Partnerships Jennifer Entenman, will answer questions such as:

• How are you harnessing fan power to keep consumers engaged with your brand?
• How much do experiences like the Super Bowl help brands connect to new audiences?
• How can brands continue to leverage and build upon buzz even after the Super Bowl?

To attend the panel and other programming, please register with Brand Innovators here. NRG introduced the research platform at Advertising Week 2022 with “The Power of Brand Fandom.”

Methodology
Data used in this report comes from a study of 1,003 US consumers, ages 18 to 65, conducted from Jan. 27-30, 2023, representative of the national population in terms of age, gender and ethnicity.

About National Research Group
National Research Group is a leading global insights and strategy firm at the intersection of entertainment and technology. Rooted in four decades of industry expertise, the world’s leading marketers turn to us for insights into growth and strategy for any content, anywhere, on any device. Working at the confluence of content, culture and technology, NRG offers insights for bold storytellers everywhere. To learn more, please visit www.nationalresearchgroup.com, and follow us on LinkedIn and Instagram.

About Stagwell 
Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing.  Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

Media Contact
Sarah Arvizo
pr@stagwellglobal.com 

SOURCE Stagwell Inc.