Marketing Solutions – WAVE 3 Advertising

COMSCORE: TV Use Didn’t Fall in Pandemic

Jeff Kuerzi — Tue, 11 May 2021 15:25:03 +0000

The pressure continues on Nielsen as data from rival Comscore contradict Nielsen’s metrics showing that TV usage went down during the pandemic, Next TV reports.
Nielsen’s data has been criticized by networks and distributors represented by the VAB. The VAB contends that Nielsen has under-reported TV usage because of faulty reporting from homes in the Nielsen sample that Nielsen was unable to verify because it had to stop doing in-home maintenance while following COVID-19 protocols.

VAB last week noted that as soon as Nielsen resumed in-home visits to its panel households, reported TV usages went up. VAB has asked for an independent audit.

Comscore’s data shows total household ratings were largely stable from March 2020 through March 2021, falling a bit more recently. “You can look at it at a market level,
big markets, small markets, and you can look at it nationally and you see continuity
and consistency in viewing,” said Carol Hinnant, Comscore’s chief research officer.

Comscore relies on “big data” from millions of cable set top boxes to measure viewing, while Nielsen relies more heavily on its panel of viewers. Nielsen maintains its system
yields superior results.

NRF Even More Bullish on Surging U.S. Economy

Jeff Kuerzi — Wed, 05 May 2021 15:01:55 +0000

AS ‘NORMAL’ RETURNS, AMERICANS SET TO SPEND The U.S. economy is poised for a big comeback. That’s according to the National Retail Federation’s chief economist, Jack Kleinhenz, who said that with more businesses reopening and bringing employees back to work, the U.S. economy is on firm footing and could see its fastest growth in more than three decades.

“The consumer is nearly always the key driver in the economy, and with the consumer in good financial health, a sharp demand is expected to unfold over the coming months,” Kleinhenz said.

Although there is a great deal of uncertainty about how fast and far the economy will grow in 2021, surveys show an increase in individuals being vaccinated, more willingness
to receive a vaccination, increased spending intentions and comfort with resuming pre-pandemic behaviors like shopping, travel and family gatherings, Kleinhenz said.

“This feel-better situation will likely translate into higher levels of household spending, especially around upcoming holidays like the Fourth of July and spending associated with back-to-work and back-to-school,” he added.

Kleinhenz’s remarks, which were reported by Chain Store Age, came in the May issue
of NRF’s Monthly Economic Review, which said NRF expects the economy to grow 6.6% this year, the highest level since 7.2% in 1984.

The report said the latest edition of the Federal Reserve’s Beige Book “affirms what the economic data has been signaling: U.S. growth is beginning to accelerate.” Among other favorable indicators, the $2.4 trillion saved by households during February alone was approximately twice the average monthly savings during pre-pandemic 2019 and comes on top of savings accumulated over the past year as consumers stayed home rather than dining out, traveling or attending sports and entertainment events.

In addition, use of consumer credit is up, with outstanding credit surging in February to its highest level since late 2017. The increase “highlights a consumer who is growing more confident as the economy accelerates, job growth picks up and more states lift burdensome restrictions,” Kleinhenz said.

NRF’s calculation of retail sales – which excludes automobile dealers, gasoline stations and restaurants to focus on core retail – is based on data from the Census Bureau, which
recently released its annual revision of retail sales going back to 2013. NRF has revised its numbers accordingly, and now shows 2020 retail sales of $4.02 trillion rather than the
$4.06 trillion originally reported. But 2020 grew 6.9% over 2019 rather than 6.7% because 2019 was revised down to $3.76 trillion from $3.81 trillion.

Even with the revisions, 2020 sales broke the previous record of 6.3% set in 2004 despite the pandemic. NRF has forecast that 2021 retail sales – excluding autos, gas and restaurants – will grow between 6.5% and 8.2% over 2020 to between $4.33 trillion and $4.4 trillion.

A Case Study

admin — Fri, 22 Jan 2021 15:33:02 +0000

A local used car dealer who recently took over an established, but struggling, store needed a way to increase leads quickly. The sales team at the store had done much of their own marketing via social media, with some success.

Because of that success the new owner wanted to better organize their approach to social content marketing, coordinating it with other digital tactics like paid social advertising, paid search engine advertising (PPC), online display ads and email marketing.

The results have been tremendous, producing 200+ high-quality leads per month. The strategic, integrated approach is delivering as planned and the owner says, “we can’t imagine NOT working with WAVE!”

Why Partner With Us?

admin — Wed, 20 Jan 2021 20:25:47 +0000

Today there are literally hundreds of options and potential partners when it comes to marketing your business.

First and foremost, our primary focus is on driving measurable results for your business. We start at the end, focusing on the outcomes needed to help you achieve your goals. Only when we understand what success looks like for you can we begin to make recommendations on how to get there. By working with us you get:

· Local research and competitive media insights

· A local digital team, backed by Gray Digital Media, and a robust digital portfolio

· Video marketing expertise and award-winning creative production

· A partner with huge audiences of its own, over the air and online, to leverage

· A partner trusted by the community because of our dedication to the community