 GLBT Market Spends More Time OnlineThe gay, lesbian, bisexual and transgender (GLBT) market in the US is estimated at about 15 million people and generates $660 billion annually, making it an attractive market for advertisers, particularly online. The GLBT audience spends significantly more time online than the heterosexual market and represents 8% of Internet users in the US. Weekly Internet Usage
What kind of advertising is most effective with this audience? Gay and lesbian Americans are more likely to purchase products or services where the advertising includes "gay-specific" content. Source: E-Marketer, October 2007  Distributed By: E-Poll Market Research
© Copyright 2007 |
 Which Prime Time Programs are Most Engaging?Audience engagement or "attachment" with TV programs doesn't necessarily guarantee attentiveness to commercials, however, it does mean viewers are more likely to return to a series week after week and have a greater "opportunity to see" ads repeatedly in the positive environment they have chosen. E-Poll's FastTrack™ Engagement Ranking incorporates viewer loyalty, high affinity, positive word of mouth and elevated expectations for primetime programs into a composite measure ranging from 1 to 100 that can be used to assess the engagement of a program among its viewing audience. In some cases, a program with lower ratings can still be highly engaging to its viewers and command strong loyalty. Identifying which program elements are impacting the score can give a program a greater likelihood to succeed. So which programs in the new season to date generate the highest engagement among its viewing audience? The data presented in the accompanying table focuses on the program scores for broadcast network primetime TV series among 18 to 49 year olds. Six of the top 15 programs with the highest score in October are new series. Several new programs have remained in the top 15 most engaging from September to October, including many returning shows: Navy NCIS, Heroes, Bones, The Office, Grey's Anatomy, Survivor, Prison Break and House. FastTrack ENGAGEMENT RANKINGS* Many of these scores are sure to be impacted in the coming months with the writers' strike, and some may be cancelled due to low ratings. We'll update future newsletters with continuing trends on program engagement and attachment. AMONG RESPONDENTS 18-49
*Source: This FastTrack™ Engagement Score is a proprietary composite measure developed by E-Poll to assess viewer engagement with primetime programs airing on broadcast networks. Programs with fewer than 90 viewers per monthly wave are not included. Each primetime program is exposed to 1,000 respondents per month. **Programs highlighted in red were in the top 15 in both September and October Waves of FastTrack™  What's in a Tagline?We all know a good tagline when we see it, but what makes it great? Sure, it may be brief, clever, original, funny, ironic, simple, or elegant, but what makes it memorable? Or better yet, part of the cultural lexicon? From a functional point of view, they can embrace your company's purpose, benefit, or competitive advantage. Taglines can also convey the essence of brand character, revealing the brand's core values and the consistent qualities expected by consumers (Raising the bar - Cingular; Pleasing people the world over - Holiday Inn; Taking care of business - Office Depot). Or they can align a company with a recognized class or category to give it added credibility (The most trusted name in news - CNN; We move the world - DHL; Babies are our business - Gerber). Taglines can also focus on your audience's needs and aspirations, promising personal fulfillment or the attainment of a desired goal or outcome (Will you be ready? - Cialis; Don't dream it. Drive it. - Jaguar; It's everywhere you want to be - VISA). Given the short-term memory of a fickle marketplace, a tagline must rise above clutter to make itself heard and remembered. So what are some of the most memorable taglines currently? The following are the top 20 brand taglines consumers were most likely to recall (unaided) in E-Poll's quarterly E-Score® Brand study, which has fielded nearly 500 brands to date.
*Source: E-Score® Brand is conducted quarterly among a representative sample of 1500 respondents age 13+ |
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