Marketing Forecast from Ad-ology

A newly commissioned research study of nearly 4,000 moviegoers finds that an overwhelming number of people across all age groups have fully adopted digital technologies and increasingly depend on them to gain information about new movie releases and help with their decisions about which films to see. The study found that the Internet and word-of-mouth are gaining in importance (closely following in-theater trailers and TV commercials) as a way that moviegoers discover upcoming film releases and now rank ahead of traditional methods of advertising such as billboards and newspaper ads. The importance of peer group feedback (social networking, face to face interaction, texting) in the decision-making process was also a key finding of the study, with teens and young adults especially influenced by this consumer voice.

Ad-ology Research recently updated their Industry Marketing Insights report for Football Teams and Clubs.

As marketers plan their ad budgets for the next six months, they might want to consider the results of the most recent poll released by Harris Interactive. Despite the glimmer of good news from recent stock markets gains, a leading indicator, consumers remain concerned about employment prospects. These concerns are revealed in the way consumers plan to handle their cash from now through Spring 2010.

According to the National Retail Federation’s 2009 Halloween Consumer Intentions and Actions Survey, consumers are expected to spend an average of $56.31 on Halloween this year. Nearly one in three (29.6%) consumers say the state of the U.S. economy will impact their Halloween spending plans. According to analysts, the overriding theme for Americans’ Halloween celebrations this year will be, “How creative can I be, and how little can I spend?’” The survey found consumers plan to spend an average of $20.75 on costumes, which includes children’s and pets’ costumes, $17.99 on candy, $14.54 on decorations and $3.02 on greeting cards.

There are considerable differences in how men and women in varying age groups spend their leisure time, according to a new survey. Most notably, American men have nearly 40 minutes more leisure time than women per day. Nevertheless, both men and women place high importance on spending their leisure time outdoors, and both admit they don’t get out enough. Women, on average, want to spend seven more hours outdoors every week, while men hope for nine more hours, according to Timex Expedition’s Outdoor Survey. Sports and fitness is increasingly a key component of Americans’ leisure time. Leisure activities also are affected by age, or perhaps more accurately, a woman’s life stage.

During a recent roundtable discussion by several large marketers who considered the future of sports sponsorship, one detail became clear: sports sponsorship will remain a key component of the broader marketing effort of many firms. What is less clear is how these programs will change as a result of the recession.