Tag Archives: NBC Universal

Media Brands Navigate The Multicultural Future

Two great presentations at Monday’s Entertainment and Media track
took on the multicultural consumer. It’s a popular topic: the undeniable fact
of a diversifying US population forces brands to rethink their approaches.
Especially so, when you consider that the demographic prizes marketers most
covet ‘ Millennials and Gen Z ‘ are at the front of this change.
Thomas Grayman from Spike TV applied the latest neuroscience
techniques to this thorny problem, and came away with a valuable insight about
how representation impacts viewers of color at a subconscious level. Yatisha
Forde of NBC Universal took the ‘reaching the multicultural consumer’ rulebook
and tore it right up, asking us to turn our assumptions upside down: as
multiculturalism becomes the ‘New Mainstream’, start with the Hispanic consumer and reach the rest of the market
from them.
Spike TV had a typical media brand problem. It had built its
brand on appealing to young white men, and now it needed to reach a broader
audience. It had a roster of strong reality and celebrity shows ‘ like tattoo
throwdown Ink Master and personal finance boot camp Life Or Debt.  But how could the brand market its line-up to
viewers outside its former core audience?
Grayman described how Spike TV crafted ads for its shows and
tested them with cells of white and non-white consumers, using NeuroInsight.
NeuroInsight’s techniques monitored brain response to the ads ‘ in particular,
the extent to which long-term memory is activated by a piece of content.
Initial results made tough reading for a brand looking to expand
its audience for a more diverse era. Despite diverse casts with people of color
prominently featured, the ads scored lower among the non-white participants on
engagement and on long-term memory activation. Emotional response was starkly
negative. What was going on?
Lip Sync Battle – what did it get right?
By exploring response on a second-by-second basis, Spike TV
could find out exactly what the problem was. On average the ads were a turn off
for non-white viewers, but with a stark in response before and after the first
prominent appearance of a person of color. As soon as one appeared, memory
encoding jumped. And the ad in which people of color appeared prominently
throughout ‘ for celebrity miming challenge Lip Sync Battle ‘ saw no difference
between white and non-white response.
Grayman called this moment of truth for non-white viewers ‘the
invitation’ ‘ the point at which they unconsciously register that yes, this
show welcomes them. With this insight, Spike TV has been able to retool its marketing
as it looks to build and diversify its audience. The moment of invitation needn’t
involve visual representation ‘ one ordinary Persil ad found its ‘invitation’
in the closing seconds, with a snatch of Montell Jordan’s ‘This Is How We Do it’.
Multicultural representation is a hot topic ‘ it’s generally
framed as both a social and commercial good, based on the overall positive
effects of under-represented groups seeing themselves in the media. Spike TV’s
study offered proof of its impact at an individual level ‘ representation is
the key to unlocking engagement, attention and long-term impact.
Yatisha Forde of NBCUniversal took that insight a step
further. The brand’s CultureFirst’ approach flipped the traditional
multicultural script. Instead of taking a Total Market insight and ‘translating’
it for different minority groups, the CultureFirst approach takes insights
designed for a particular consumer ‘ a young Hispanic woman ‘ and then
transfers them to the total market. By not using whiteness as an assumed
baseline, CultureFirst is able to get ahead of cultural trends, not play
catch-up. As Forde put it, ‘Total market strategies driven by Latino human
truths will drive stronger consumer resonance among Hispanics and
Non-Hispanics, due to the profound, pervasive and permanent nature of Latino
culture in the US.’
In practical terms, this meant ads that started
Spanish-language and tested just as well among Hispanic and non-Hispanic groups
when transferred to English-language. It also meant feeding into NBC Universal’s CurveReport ‘ the company’s large-scale trend tracker. CultureFirst helped
NBC Universal locate a group it called ‘the New Mainstream’, made up of Hispanic
consumers but also Hispanic-inspired consumers: again, moving the assumptions
of what ‘mainstream’ culture is to better reveal the future shape of the
market.
The trends uncovered were the most fascinating part of Forde’s
report. Some were pragmatic ‘ putting the spotlight on La Jefa (‘the boss’),
figurehead of a trend towards female-owned small Latina businesses, a segment
that’s grown 87% over the last decade. Others had profound implications for
cultural identity ‘ ‘Otherland’, shorthand for the way in which Hispanic and ‘New
Mainstream’ consumers are comfortable with multiple cultural identities from
the broad to the niche: Hispanic and witch, Blaxican and skater. But rather
than dividing consumers into segments of one, these intersectional identities
become hubs by which like-minded people can find each other.
The CultureFirst approach has led NBC Universal to re-think
the way it treats culture. Younger generations, it realises, want to see
themselves as the owners and tellers of their own story, not simply as an
audience. So honouring existing culture is only an important first step. After
it comes sharing culture without appropriation, by giving its owners the agency
to tell stories. Then finally helping people inspired by these stories to
connect.
Both these presentations were inspiring beginnings to TMRE
2016. Grayman’s showed how new technology can crack the trickiest of marketing
problems. Forde’s was an inspirational vision of a genuinely future-focused
marketing, which puts demographic change at its centre.

A Look Back at TMRE 2009: Running the Olympics Reseach Marathon: An innovative measurement of Multi-Platform Audiences

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Explor Awards at TMRE 2009: Running the Olympics Reseach Marathon: An innovative measurement of Multi-Platform Audiences

Media Mix Measurement at the Olympics
Horst Stipp, NBC Universal
David Tice, Knowledge Networks, Inc.

Beijing Summer Olympics Summer 2008 was presented on five cable networks and two broadcast channels. The 2008 Olympics were also on mobile and the internet. There are 52 million unique viewers on the internet and 6.5 million users on mobile. For television, there was 16.4 HH rating.

Advertising and broadcasting rights are very expensive, and it was important that NBC be successful with the Olympics financially. There is no ‘currency-based’ solution to meet NBCU’s needs of measuring the number of end users across the platforms. They wanted have hard numbers in order to sell sponsorship beyond a currency value. There was no definite measurement to capture all of the different platforms viewer numbers in one single source. This was the challenge to NBC, so they turned to the Knowledge Network’s Multimedia Mentor single source methodology as the foundation to measure this.
NBC Universal set out to record numbers on the daily Olympics cumulative watchers, to-date Olympic cumulative, projected total Olympic cumulative, times spent watching the Olympic games, and more.
This system was tested during the NBA in the Finals in June 2008 in preparation for the games later that summer. NBC wanted their sample to consist of 500 Olympic media consumers for each of the 17 days. Interviewed for 23 hours, then went on and compiled them.
All goals for collecting information on the Olympics viewers met or exceeded all goals: 605 people a day, a consumption rate of 33%, Olympic media use rate of 81%, interview length was 16 minutes, and delivered report to NBC on time every day.
How did this help NBC? They saw how media was immediately used. They also saw how people used media out of home, and after the games, they used it as a benchmark for establishing audience duplication across media. NBC Universal also used brand and category specific assessments for Olympic media sponsors and usages.
What they saw: 99% of all people watch Olympics on NBC Networks. Nearly everyone watch the games on TV. Those online or on mobile did not give up on television, they still watch the games on television.
So, now NBC Universal is looking to the 2010 Vancouver Olumpics. Their challenge for this year is getting younger audience to watch the Olympics. Through this tracking, they now know that younger new media users watched more Olympics on TV. The information on media platforms heightened their Olympics.

Explor Awards at TMRE 2009: Running the Olympics Reseach Marathon: An innovative measurement of Multi-Platform Audiences

Media Mix Measurement at the Olympics
Horst Stipp, NBC Universal
David Tice, Knowledge Networks, Inc.

Beijing Summer Olympics Summer 2008 was presented on five cable networks and two broadcast channels. The 2008 Olympics were also on mobile and the internet. There are 52 million unique viewers on the internet and 6.5 million users on mobile. For television, there was 16.4 HH rating.

Advertising and broadcasting rights are very expensive, and it was important that NBC be successful with the Olympics financially. There is no ‘currency-based’ solution to meet NBCU’s needs of measuring the number of end users across the platforms. They wanted have hard numbers in order to sell sponsorship beyond a currency value. There was no definite measurement to capture all of the different platforms viewer numbers in one single source. This was the challenge to NBC, so they turned to the Knowledge Network’s Multimedia Mentor single source methodology as the foundation to measure this.
NBC Universal set out to record numbers on the daily Olympics cumulative watchers, to-date Olympic cumulative, projected total Olympic cumulative, times spent watching the Olympic games, and more.
This system was tested during the NBA in the Finals in June 2008 in preparation for the games later that summer. NBC wanted their sample to consist of 500 Olympic media consumers for each of the 17 days. Interviewed for 23 hours, then went on and compiled them.
All goals for collecting information on the Olympics viewers met or exceeded all goals: 605 people a day, a consumption rate of 33%, Olympic media use rate of 81%, interview length was 16 minutes, and delivered report to NBC on time every day.
How did this help NBC? They saw how media was immediately used. They also saw how people used media out of home, and after the games, they used it as a benchmark for establishing audience duplication across media. NBC Universal also used brand and category specific assessments for Olympic media sponsors and usages.
What they saw: 99% of all people watch Olympics on NBC Networks. Nearly everyone watch the games on TV. Those online or on mobile did not give up on television, they still watch the games on television.
So, now NBC Universal is looking to the 2010 Vancouver Olumpics. Their challenge for this year is getting younger audience to watch the Olympics. Through this tracking, they now know that younger new media users watched more Olympics on TV. The information on media platforms heightened their Olympics.

Symposia Session ‘ Segmentation reveals new ways to Connect Optimally with Consumers in an Economic Downturn

Speaker: Tony Cardinale, Bravo, Oxygen, & Women at NBCU, NBC Universal

Tony begins by stating that the problem that they first encountered. There were hundreds of pieces of intelligence about consumers in the economic downturn, but they weren’t sure of the validity of the information. To replace the information they had about a demographic target and replaced it with more dynamic intelligence. They did mixed surveys and asked questions like how are you doing a year ago, how are you doing now, and how do you think you will be doing in year.

There were over 4,000 respondents to the questions and they created several segments. Based on the survey people were quoted as a 1, 2, and 3 depending on how optimistic they were about the recession. What they found out was that consumers that had digital cable were more recession-proof than those consumers who had satellite.

By utilizing the economy scales, marketers can send personalized messaging and offerings to consumers. Also, just like the scale 12 category scales were created including nightlife, style, food, etc. The tool allows to separate the categories and economy scales which helps companies understand if they have to create a new product line to reach the 1′s who are most at risk because of the recession or change their messaging.

Tony summarizes my mentioning that demographics and product usage history aren’t enough to efficiently target in this new economy and that there are measurable benefits to optimizing against a target that’s economy sensitive.

Speakers of TMRE 2009: Tony Cardinale, NBC Universal

In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have Tony Cardinale, Bravo, Oxygen, & Women at NBCU, NBC Universal, who will be presenting “Segmentation reveals new ways to Connect Optimally with Consumers in an Economic Downturn,” in the Segmentation Track on Monday, October 19, 2009. To learn more about The Market Research Event, download the brochure here!

1. Tell us about a project you are working on or recently completed that you are proud of?
Cardinale: Very proud of the New Economics Planning Tool that we created in partnership with Simmons. The tool is a customized version of the syndicated Simmons National Consumer Study which is used at many media companies and media agencies. It allows a user to create segments of consumers based on their reaction to the economic downturn of the past year-plus. Some consumers are more resilient brand spenders and big-ticket spenders, either because their personal financial outlook remains positive or because they just highly value brands, or prioritize their plans to buy a home or take a vacation. Other consumers are looking to spend less overall, or spend less in specific categories. The tool is designed to isolate the consumers who are in each of these groups, category by category, allowing a marketer to add that layer of intel to their targeting process. It’s the only tool of its kind that we know of.

2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Cardinale: I’d love to see traditional age/sex targeting replaced or augmented by a real marketing industry focus on behavioral and/or attitudinal targets.

3. What inspired you to get in the field? What keeps you motivated?
Cardinale: I love tooling around with numbers to see what stories pop out of them. It’s my hobby. Knowing that there’s always something new and innovative to try just around the corner keeps me motivated.