Campaign Story of the Week
Greenpeace has installed a portal to the Antarctic in London’s Trafalgar Square. The four-metre-high structure, designed to look like a porthole, will broadcast live from remote penguin colonies in the Antarctic. The portal will be live until the 29th of January and give visitors a window into a region of the world sensitive to climate change. Greenpeace are working with scientists to promote awareness and conducting research into the declining penguin populations.
Consumer Story of the Week
Most consumers want brand messaging to make them feel happy and motivated according to recent research from Attest. The 2022 US Consumer Trends report conducted a survey back in November assessing consumer brand perception. The research found 57% of respondents want messaging that makes them laugh and 47% wanted to be motivated or inspired. The next highest messaging preference was educational at 34.5%. Respondents were working age and resided in the United States.
Industry Story of the Week
Global advertising spend has been forecast to grow by nearly 5% more than the worldwide economy, as measured by GDP, according to Dentsu’s global ad forecast. The industry is predicted to grow by 9.2% to reach £552bn this year, more than 2019 pre-pandemic levels. Major global events are set to contribute to this increase with the Beijing Winter Olympics, US mid-term election and Fifa World Cup all set to take place this year.
TV Story of the Week
The Broadcasters Audience Research Board (BARB) have introduced new reporting capabilities with insight into Subscription Video on Demand (SVOD) and Video Sharing audiences. Analysis from December shows that individuals spent 4 hours and 18 minutes per day viewing content. 69% was spent on broadcast channels and Broadcast VOD services. SVOD had the least amount of online viewing, with 39 minutes per day (15%), followed by an average of 42 minutes (16%) spent on video sharing services such as TikTok, Twitch and Youtube.
News Story of the Week
Oatly’s ‘Help Dad’ ad has been banned by ASA due to misleading claims about environmental impact. The campaign appeared in January 2021 across TV and social platforms, featuring children trying to persuade their parents to make the switch from cow to oat milk. The 109 complaints referred to the claim that Oatly ‘generated 73% less CO2e than milk’. The statement only held up when directly comparing Oatly’s Barista Edition to Whole Cow’s Milk and was deemed misleading due to overstated claims.
