Nielsen: OOH News Audiences Tend To Be Affluent, Well-Educated

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During election time, out of home (OOH) news viewers tend to be in their 30s, affluent and educated, according to a new study by Nielsen. These audiences stay informed on the go and often catch the news when they are not alone.

“Affluent and Educated” explores the news viewing habits of US adults that speak English, Spanish or both. The report is a compilation and comparison of data obtained through a number of recent surveys among the general population and Hispanic viewers.

“For marketers, these findings offer the unique opportunity to market to a set of consumers that is well informed, open to receiving marketing messages, and often hard to reach,” says Nielsen.

Nielsen found that among the general population, viewers who watch news outside of their homes average 38 years old and a household income of $73,000. Nearly half of the general population in this group said they had a college or graduate degree. Hispanic respondents were slightly younger, averaging 33, and reported an average household income of $54,000. Forty percent reported a college or graduate degree.

Overall, OOH news viewers were evenly split between male and females over the age of 18. Young Hispanic viewers between the ages of 18-24 skewed female at 70 percent.

Linear TV is the most popular method of catching up on news of the day outside of one’s own home. Among the general population, the most popular place to do so is at someone else’s home, followed by a restaurant or bar, at work and at a gym/fitness center. Among the Hispanic group, respondents preferred a restaurant or bar over someone else’s home.

Just over a third (38 percent) of the general population reported watching the news at work in the previous week and 17 percent said they watched on the move, such as in a taxi. Almost a quarter (22 percent) stayed up to date while in a hotel room and 13 percent did so at the airport.

A November survey found that viewers who watched news outside of their homes and on cable networks did so to watch political news more than any other category. This was true among both the general population and Hispanic groups. Both groups watched politics, general news, sports news, international updates and financial news at similar rates within the previous week.

“In today’s 24/7 news landscape, consumers have a plethora of programming and platforms to choose from,” Nielsen says alongside its findings. “Even amid the debates about ways to parse fact from fiction, Americans continue to watch the news to stay up-to-date in an era of mass information and accessibility.”

Burger King Launches ‘Real Meals,’ For Mental Health Awareness

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“Because no one is happy all the time. And that’s OK,” is the motto of Burger King’s new cause marketing campaign, dedicated to raising awareness about mental health.

The “Real Meals” are limited edition boxes, featuring Burger King’s whopper, that feature different moods, playing on the idea of the “happy meal.” The campaign’s purpose is to bring attention to mental health awareness month.

But even with a greater cause in mind, Burger King couldn’t miss out on a chance to troll McDonald’s happy meal with its five Real Meals: Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal and best of all, DGAF Meal.

The meal boxes are available for purchase at select restaurants in Austin, Seattle, Miami, Los Angeles and New York City, starting May 1st, if the customers “feel like it.”

The Real Meals campaign was created in partnership with Mental Health America—the national nonprofit which helps those suffering from mental illness and promotes the overall mental health of all Americans—and was supported by an emotional short film, which debuted on Burger King’s YouTube channel on Monday.

The video follows the storylines of several characters trying to maintain authenticity, despite life’s hardships.

The public reacted well to the campaign, as one social media user said, “good job @burgerking it’s good to recognize that it’s ok if your day isn’t going great. We all have moods that we go through.” And another one tweeted, “youre [sic] the only one that understands me, burger king.”

Maytag Partners With NSYNC, Adapts ‘It’s Gonna Be May’ Meme For Campaign

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Maytag launched its annual Maytag Month campaign on Wednesday with a little help from a seasonal NSYNC meme and a few of the group members themselves.

Every year on April 30, the internet shares favorite “It’s Gonna Be May” memes, riffing on the pronunciation of NSYNC’s 2000 hit, “It’s Going To Be Me.” This is also the same day that Maytag launches its annual Maytag Month campaign, offering rebates on the purchase of appliances. This year, the brand decided to combine the two traditions into a social conversation piece.

“The idea of doing something with the meme was something we had discussed internally as a team in the past because the timing of the meme on April 30 is always right before our annual May is Maytag Month promotion,” Robert Sundy, Maytag’s senior director of brand marketing told AList.

“Maytag as a brand likes to have a bit of fun with our marketing and we’ve tapped into pop culture and trends in the past; however, this is the first time we tapped into the ‘It’s Gotta Be May’ meme itself,” Sundy added. “We wanted to go big [for Maytag Month], so in addition to re-creating the meme ourselves on Twitter and Instagram, we also partnered with Joey Fatone and Lance Bass to post the meme on their social channels and re-created one of our most popular ad spots to the tune of NSYNC’s ‘It’s Gonna Be Me’ song.

Maytag is giving the campaign a push on Vevo, Hulu, Pandora and used #ItsGonnaBeMaytag as a promoted trend on Twitter April 30.

Sundy said they are “absolutely thrilled” by the consumer response. His team has several tracking KPIs including earned media, social engagement, video views, etc. but the campaign’s success will ultimately come down to purchases.

“In just 24 hours we saw thousands of tweets using our #ItsGonnaBeMaytag as well as more than 30,000 organic views to our ‘music video,’ so we’re really happy with the positive response the campaign has received so far,” said Sundy.

NSYNC rose to popularity during the early 2000s, which creates nostalgia for millennials—a key demographic for Maytag’s campaign.

“It’s critical to build relationships early with consumers and we hope younger audiences see this campaign and think of Maytag when they are in the market for kitchen and laundry appliances,” Sundy said.