Dear Distinguished Subscribers,
Welcome to the 50th Edition of Stuffed.
The Fallen Astronaut, British Decimal Currency, Pete Sampras, today’s edition of Stuffed…what do these 4 things have in common I here you ask?? Well, they’re all celebrating their 50th! Yes 50, because this is our 50th edition of Stuffed, our Golden Jubilee if you will. Time really does fly. Stuffed was created with the simple aim to bring you a weekly digest stuffed full of all the good stuff that culture, creativity, and the world of media communications have to offer. It’s been quite the journey since Stuffed emerged mid pandemic in 2020, so, to those of you who have been with us from the start thank you, and to those of you just stumbling across us today a very warm welcome.
So without further ado let’s get cracking with this week’s edition of Stuffed, stuffed full of golden content.
If you haven’t already done so, you can subscribe to Stuffed here.
Happy reading and stay safe everyone.
From your friends at Goodstuff.
STUFFED WITH CULTURE
YouTube has just released their 2020 trends and culture report – appropriately enough, in the form of a short video. From Handforth Council sea shanties, to drill rappers in their 70’s, YouTube mayoral candidates and communities coming together virtually over the pandemic – the UK report is a reminder of the cultural power of the platform, and some useful inspiration for future planning.
It can be difficult for media and advertising agencies to talk about the advantages of advertising, and the risks of cutting spend in a competitive marketplace. Call it the Mandy Rice Davies effect – when your own self-interest is wrapped up in a particular recommendation, it’s hard for it to be seen as balanced and credible. So it’s useful when independent research bodies, with no skin in the media or ad game, demonstrate the risks of cutting ad spend. Particularly when they have the reputation of Byron Sharp’s Ehrenberg Bass Institute.
In the first three months of the pandemic, it was estimated that e-commerce put on 10 years of growth as a share of total UK retail. Part of this was simple pragmatism – if your shops are closed, you need to find another way to sell. But as e-comms increasingly return to being an option for consumers rather than an obligation, it’s not as simple for businesses to pivot to online – the economics are fundamentally different. Strategists James Hankins (of “share of search” fame), and JP Castlin have written a compelling piece exploring the implications for businesses in the short and medium-term.
STUFFED WITH CREATIVITY
Massive kudos to our old neighbours MGOMD, who engineered the sponsorship of Britain’s most loved soap (according to the Radio Times Awards) to promote Specsavers’ Home Visits service. Most gratifyingly, some clever re-editing of classic Neighbours’ scenes sees Specsavers’ expert appear on set, with some nostalgic and eye-catching results.
Lovehoney continues to dominate the adult toy, lingerie and sexual wellness category with its ‘Love how you love’ campaign. Their subtle, and now shoppable creative, by Vice-owned Virtue, gives a celebratory, knowing nod to their range of products. Just don’t try watching it with a tweenager in the room.
Hats (or mortar boards) off for this campaign congratulating ENU gradates, deprived of graduation celebrations. The city takeover sees student names displayed across billboards, taxis, bus stops and busses, accompanied by congratulatory messages. Apart from showing pride in their alumni, it encourages local businesses to prevent a brain drain.
To launch their appearance on TikTok, Chevrolet Brazil issued the world’s most rhythmic steering wheel drummers a challenge via percussionist Carlinhos Brown. They kitted a few cars out with electronic drum machine steering wheels, drove them to some influential musicians, and let the #BatuqueChallenge play out.
STUFFED WITH COMMS
Now that Dovetail Fusion has come into effect to help bridge the gap between unmatched viewing (TV vs streaming services/gaming/BVOD), BARB includes the viewing from smartphones. In contrast, Jan 2020 onwards had only included viewing from TV sets, tablets and PCs.
There’s been a new installation of router meter technology in BARB’s panel homes that enables audience data to be processed across different demographics, which covers four-screen viewing data. Within this would include everything from viewing of programming by demographic to overall reach and frequency.
Some examples of programming that have showed strong viewing figures on the smartphone vs other devices include Love Island on ITV2 in July with about 11% of viewers watching on their smartphones, then over to the Euros 2020/21 tournament where over 213,000 individuals watched the England vs Denmark game on their phones. We can also view whether this data was viewed by males or females and their specific age, similarly to how we have been able to see this before on TV sets, tablets, and PC’s.
There’s still the unmatched viewing of streaming services and gaming devices that make it difficult to provide a full picture of where our audiences are escaping to, however, this is the first step in providing more efficient and effective targeting in our planning from a TV+BVOD perspective.
Thanks for tuning in to the 50th edition of Stuffed, we’ll see you next week.