Inside this week: connected TVs, foreign podcasts, and TikTok bucks
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on the dot

 7 December 2022

Hi folks,

 

With the FIFA World Cup’s round of 16 wrapped up, how are our Zeitgeist respondents’ pre-tournament predictions holding up? 

 

Pretty good for the most part, but not many saw Germany crashing out – they were third favorites to win before the competition kicked off.

 

But enough about the footie (for now). Keep scrolling to read about connected TVs, foreign podcasts, and changing work perks.

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Stats to power your week

🧔 With Movember behind us, shaving companies are back in business. But do mental health campaigns like these impact behavior in the long term? It looks like it. In 4 European markets, there’s been a 31% year-on-year rise in men saying they’ve visited a counselor, psychiatrist, or psychologist in the last 12 months. (GWI Core Plus)

 

🍳 Interest in cooking peaked in 2020, but less of us have the time or headspace in 2022. Our research shows a jump in Europeans buying frozen (+12%) and refrigerated (+11%) ready meals since this time last year. Serve it on a nice plate and no one’s the wiser. (GWI Core Plus)

 

💼 Business travel isn’t taking off right now. Alongside reports of companies tightening their purse strings, year-on-year, fewer Western professionals say they have an international business trip every 6 months (-15%). Company cars are on the way out too – they’re the fastest-declining work perk. If only they gave out company hoverboards. *Sigh* (GWI Work)

 

🍮 M&S’s “This is not just food” campaign left a legacy on British advertising by capturing imaginations and indulging the senses. Our research confirms food & drink ads are consumers’ favorite, serving up some seriously tasty inspiration for other industries. (GWI Zeitgeist)

 

💅 When it comes to accessorizing, the “go big or go home” style of thinking is in vogue. There’s been a 21% rise in women saying they use false nails year-on-year. This is something Pinterest’s picked up on too, having seen a jump in annual searches for “black witchy” (+900%), “Christmas” (+30%), and “winter” nails (+20%). Very glam. (GWI Core Plus)

 

📝 35% of workers in the arts & entertainment sector say their company uses AI, and 19% cite an interest in using it. Why? It “can help streamline processes, reduce costs, and increase efficiency, which is especially important in industries that may already be operating on tight budgets” – at least, that’s what ChatGPT told us when we asked… (GWI Work)

What’s on our radar

Doubloons, gold coins that were traded during the “Age of Piracy” in the 18th century, have been reimagined on TikTok. The currency might be imaginary, but it has potential value in the real world, as the “dabloonians” munching on their free Domino’s pizzas will tell you. Alongside a fake Scorsese film, make-believe is having a moment.

 

Foreign media isn’t just taking over TV and film. Caso 63, a podcast featuring in Spotify’s annual top 5 most-listened, is broadcast in different languages to maximize its audience. MrBeast does something similar. 

 

“Running Up That Hill” also rode high in streaming charts this year, and the Cramps’ “Goo Goo Muck”, which was featured on Netflix’s Wednesday, might be the next deep cut to re-enter the charts. 

 

Media outlets are keen to do right by female athletes. The Athletic is one of many sports organizations with a game plan, aiming to double its coverage of women’s games through a multiyear partnership with Google. 

 

People increasingly want to look like a winner when they work out. According to Google, health tracker jewelry saw a 200% search interest increase in 2022.

Chart of the week

On the Dot_ Wc 07_12_2022 White@2x (1)

Today, you’d have to go out of your way to buy a TV that’s not smart or connected, and these devices are increasingly being used to go online. On the back of this, brands are shifting billions of dollars CTV-ward. Not only are people spending longer watching on bigger screens, CTV ads are often more targeted and impactful than what’s being shown on legacy TVs.

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