1. GDPR fails to improve brand experience
Despite brands’ best efforts, 46% of consumers don’t believe GDPR has made any difference to brand experience and 17% say things have become worse over the past 12 months.
The majority of consumers claim to have a good understanding of the data law, with 93% saying they’ve heard of GDPR and 39% suggesting they know a ‘fair amount’ or a ‘great deal’ about it.
Almost half (48%) say they understand their rights around how their personal data is used and 41% believe companies give them more control over their data than they used to, which rises to 49% among 25- to 34-year-olds.
However, 40% of consumers don’t think companies even care if they are in breach of data laws.
Source: Ipsos Mori
2. Sport sponsorship is fixed around a few key sectors
Sport sponsorship investment is mainly centred around five key sectors led by gambling, which accounts for 18.3% of sponsorships, followed by financial services (9.4%), professional services (7.8%), automotive (6.7%) and travel & transport (6.1%).
Football is dominated by gambling (32.4%) while rugby is led by financial services (15.2%) and alcohol (12.1%). Cricket sponsorship is split across alcohol, professional services and travel & transport – all 11.1% respectively.
When it comes to men’s sports, gambling is once again the top sector at 19.9%, driven almost entirely by football, followed by financial services (9.6%) and professional services (8.3%). For women’s sport, automotive (16.7%) and travel & transport (12.5%) lead the way.
3. Almost half of Brits think the ad industry needs to change
Almost half (48%) of UK consumers say they don’t like seeing the same advert multiple times, which is why 48% of Brits believe the advertising industry needs to change.
Brits aren’t alone either. Consumers in the US and Germany say they experience a similar level of repetitive ads and 47% and 49% of consumers respectively express a desire for the industry to move away from this activity.
However, just 38% of consumers in France don’t like this advertising technique, with only 40% saying change is needed.
More than a quarter (29%) of UK consumers judge brands poorly when they produce bad advertising and while consumers are open to adverts, 44% would prefer to see fewer ads.
4. Ikea sees 495% social lift from TV ads airing during Game of Thrones
Ikea has topped the list of brands that experienced the greatest social boost from ads airing during Game of Thrones.
A study measured each brand’s social media engagements during the five-minute period following the start of a TV ad, comparing them to the engagement rate in the five minutes prior.
Ikea came top with a 495% social lift, followed by 335% growth for O2. BT came in third, with eight ads generating a social lift of 242%. BMW (185%) and Iceland (158%) rounded out the top five.
Source: 4C Insights
5. Commercial radio posts biggest ever audience
Commercial radio reached a high of 36.1 million listeners in the first quarter, a record audience.
There are now 1.7 million more people listening to commercial radio stations than the BBC radio networks combined, marking commercial radio’s biggest lead over the public broadcaster.
Two-thirds (66%) of the population listen to commercial radio stations each week and 89% to radio overall. Total listening hours for commercial radio are up 1.6% year on year, driven mainly by the growth of national stations and brands.