5 killer stats to start your week

All the marketing industry stats you’ll need to prepare for the coming week.

1. P&G is the most effective global advertiser

Procter and Gamble topped a chart of the most effective global advertisers with a score of 503.3. It was just ahead of Unilever in 478.2 and Nestle on 308.3. Coca-Cola and McDonald’s slipped out of the top 5 in the brand rankings for the first time since 2014, with neither having a campaign in the top 100.

The rankings are calculated by tracking ad competitions around the world that require entrants to show the business impact of a campaign, not just creativity.

2. Why consumers boycott brands

One in five consumers have boycotted a brand following a scandal/negative press, with three-quarters of those still not using it. Tax avoidance and evasion is the number one reason for boycotting, followed by staff being treated unfairly and workers in the supply chain being treated unfairly.

3. The biggest TV advertisers in March

Samsung was the biggest TV advertiser in March, showing 3,126 spots over 1,964 minutes, up 60% year on year as it looks to reassure consumers on its quality ahead of the launch of its new smartphone. Nationwide came in second with 1,597 minutes, ahead of Direct Line and Moneysupermarket.com

4. Representation of LGBT+ community in advertising

Two-thirds of LGBT+ males feel there aren’t enough LGBT+ people shown in marketing campaigns, with 52% considering the community “invisible” in advertising.

This is despite 49% saying they would be more likely to buy from brands who show LGBT+ people in their ads and 69% thinking brands have a big part to play in challenging society’s views.

5. Unilever cuts marketing spend

Unilever is to cut the number of ads it creates by 30%, frequency ads are shown in emerging markets by 10% and its number of agencies by half. It currently works with around 3,000 agencies. The aim is to double efficiency savings from its brand and marketing investments from €1bn by 2019 to €2bn.

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