HOLIDAY SALES GROWTH
Holiday 2021 retail sales increased 14.1% over 2020, to $886.7 billion, easily beating National Retail Federation (NRF) expectations and setting a new record. This is “Despite supply chain problems, rising inflation, labor shortages and the omicron variant”. Consumers started their shopping earlier this year, supported by stronger wages and record savings. This is one reason why there was a decline in sales from November to December. Categories experiencing the largest gains include clothing & accessory stores (+33.1%), sporting goods stores (20.9%), general merchandise stores (+15%), and furniture/home furnishing stores (+15%). Also of note, online and other non-store sales were up 11.3% percent. Not measured: automobile dealers, gas stations, and restaurants; as the report focused only on core retail. (NRF: 1/14/22)
VIDEO VIEWERSHIP RESEARCH
According to December 2021 research from The Gauge (Nielsen’s “monthly macro look at TV delivery platforms) total day broadcast viewership share has slipped to 26.1% behind streaming which stands at 27.7% (two months ago they were tied), while Cable is holding steady at 37.3%. The Gauge also looks at gaming along with other activities like “watching video discs” within the “Other” category. Up from 7% in November to 8.9% in December, this increase is the result of the “holiday videogaming season”. (SeekingAlpha: 1/16/22)
VIDEO VALUE AND SPENDING
“Video is the most valuable media type in accomplishing advertiser goals/KPIs”, according to a 2H 2021 survey by Advertiser Perceptions. Ranked number one by 50% of respondents, Video was followed by search (16%), Social (13%) and Display (10%). Respondents were also asked about spending, with 40% intending to increase their use of OTT streaming services, followed by their use of vMVPDs (32%), and Addressable Linear TV (29%). Interestingly, Linear TV ranks number one for highest average increase (i.e. how much) at 19%, followed by Data-Driven Linear TV (18%) and Addressable Linear TV (17%). (Advertiser Perceptions: 1/19/22)
MOST WATCHED 2021
Insights from Vizio’s Inscape were used to determine the 25 most-watched programs of 2021. Top billing went to the NFL, at 2.71% of all minutes watched, followed by college football at 1.30%. Other sports programming includes NBA (.77%), Sportscenter (.71%), the Tokyo Olympics (.67%), and MLB (.53%). Syndication and News also made the list: Law & Order: SVU (.86%), GMA (.73%), Today (.66%), Friends (.66%), and Chicago PD (.57%). (NextTV: 1/13/22)
ROB LOWE: BAD INFLUENCE
During his Tuesday night conversation with Jimmy Kimmel, beloved and unaging TV and film star, Rob Lowe, describes why Los Angeles Lakers coach Pat Riley barred him from joining the team on the team plane and staying at the team hotel. His reason: it was the 80’s. When pressed for more details, he described an unnamed player who went on a 0 for 60 shooting slump (ok, maybe 0 for 32) due to his “involvement”. (JimmyKimmelLive: 1/18/21).
