May 5, 2022

Brand Integrations Offer a Better Way to Get in Front of Streaming TV Audiences

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Brand Integrations Offer a Better Way to Get in Front of Streaming TV Audiences

May 5, 2022
Featured in the latest Adweek article, Meilani Weiss, EVP of Brand Integration at R&CPMK shares her insight on how brands can best reach their audiences on streaming platforms and the complex landscape of brand integration. “Netflix boasts approximately 214 million worldwide users. Most of them are under 45. They have higher household income than an average consumer. And you can’t reach any of them with an ad buy. Last year, streaming eclipsed broadcast and cable TV in total viewership. This is according to Nielsen’s Gauge report, which found that 26% of all TV viewing is now streaming. The trend is even more prominent among younger viewers. An eMarketer study from 2021 found that the baby boomer generation (55-plus) is the only age demographic that watches more cable than streaming. According to the same eMarketer study, and average of 72.3% of consumers under 54 spend the most time watching streaming content, and the relative time spent with streaming increases with younger viewers. Meanwhile, rates for traditional TV are only increasing. Traditional TV’s viewership declines have been accompanied by a 6% increase in TV ad spending from 2020 to 2021. What gives?” Read the full story on ADWEEK, here.

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Crooke Joins R&CPMK Senior Director of Talent Anna Thackeray LONDON – September 28, 2022 – R&CPMK announced today the expansion of the agency’s London-based talent publicity team, with the addition of MK Crooke as Account Director. In the role, Crooke will manage a collection of R&CPMK’s signature talent clients across film and television. Crooke’s existing clients will also join R&CPMK. Crooke will report to Anna Thackeray, Senior Director of Talent, who leads R&CPMK’s UK publicity group. “The growth of our London team, led by Anna, represents an exciting and natural step in executing best-in-class publicity campaigns and strategic advisement
R&CPMK President of Digital Entertainment and Gaming, Melissa Schumer, shares with Adweek how the three industry-leading brands are developing novel ways to tap fandoms from various genres, and how R&CPMK is helping them connect with fans and consumers. “Fans represent the most loyal consumers for any given product. Understanding the power of fan communities allows smart brands to increase their reach among those communities through novel partnerships. Here’s how Mastercard, Crunchyroll and Hasbro surprise and delight fans to build their own fandoms.” Read the full article on ADWEEK.

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