Weekly Media Flash

2nd December 2022

The QT - Executive Summary & Highlights - November 2022: Brits are now most likely to feel no different in terms of happiness compared to this time last year. Additionally, there is now almost an equal proportion of people feeling less happy as there is happier for the first time since the pandemic.

Around half of Brits (47%) are now feeling less comfortable on their income compared to last year. Some demographic groups are feeling the squeeze more than others, such as women and Scots.

Looking at the year, 2 in 5 Brits feel like 2022 is a disappointment compared to their expectations. Brits are looking to cut spending on most large ticket items. The biggest falls in intentions to spend can be seen in major home and garden improvements and holidays (of 1 week or more) (Source: The QT Nov 2022).

Queer media has become mainstay, but less than half of LGBTQ+ youth feel represented: The latest research by WPP reveals that queer media has universal appeal among 18-24-year-olds, but just 38% that seek it out are satisfied with the representation of the LGBTQ+ community.

‘Beyond the Rainbow’ is a global insights study on LGBTQ+ marketing and its future. The study surveyed 7,500 LGBTQ+ and non-LGBTQ+ people in the US, UK and Canada to better understand their perceptions and experiences of viewing LGBTQ+ identities in media and advertising (Source: The Drum 2022).

How Sky wants to get ‘AdSmarter’ with new tools for streaming age: Sky AdSmart, Sky’s ad targeting service, is creating a capability to be able to match behavioural search data with Sky audiences.

In an update he termed “AdSmarter”, Graeme Hutcheson, head of digital advertising at Sky Media, Sky’s advertising sales arm, told delegates at Sky Media’s annual upfronts yesterday that the new capability will launch early next year.

While visitors to the upfronts were told that linear audiences are set to decline in five years by 6%, much of the presentation to media buyers and industry analysts focused on product updates for the growing streaming and on-demand audiences (Source: Media Leader 2022).

RNIB and Coca-Cola release accessible packaging for Christmas: The Royal National Institute of Blind People (RNIB) has teamed up with Coca-Cola to create accessible packaging for blind and partially sighted people. Inspired by The & Partnership's 2021 "What's In store" campaign for RNIB, the multipacks are part of a trial with Coca-Cola Great Britain and feature NaviLens technology. The technology comes in the form of apps, NaviLens and NaviLens GO, and enables blind and partially sighted shoppers to access key product information using their smartphone. A unique on-pack code, which can be detected at a greater distance than a standard QR code, can be scanned and enable the user’s phone to play back labelling information (Source: Campaign 2022).

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