Transforming Market Research Panels with Social Insights: Who Is Most Receptive to Advertising?

Transforming Market Research Panels with Social Insights: Who Is Most Receptive to Advertising?


News Media Outlets With Audiences Most Receptive to Advertising

Liberal/progressive-politics oriented news website, Upworthy, edges out all other news sources on this chart. The population solicited for this panel is 30.4% more likely than the average U.S. consumer to visit the site routinely.  

Shifting perspectives, those of the “receptive to advertising” class are 28% more likely than the average to turn to the famously conservative, Fox News, to keep up with current events. The advertising-receptive actually under-index when it comes to engaging with CNN.

Much of what the news reports is going to naturally be political. But moving on from news reported with a political slant, a bit later in the entry we will consider outlets for whom politics is the whole point. 









Favorite Syndicated TV Shows for People Most Receptive to Advertising

StatSocial analyzes audiences for more than 2,000 TV shows, grouping them by network and genre. For this analysis, we looked at a group of Syndicated TV shows, with ad time that is normally more economical, and customizable by region, than what a major network traditionally offers. Knowing which of these shows boasts a viewership that is statistically more likely to be receptive to a brand’s message is terrifically valuable data for media planners. Ron Popeil didn’t, after all, make his millions from advertising during the Super Bowl.

Looking at this chart we see, right up top, the longest-running syndicated game show of all time (in the U.S.), which is about 38 seasons, or so, into its run. ‘Wheel of Fortune’ fans are 44.3% more likely to be most receptive to advertising than the average US consumer.

As was reported by Quartz in 2016, political advertisements have been quite lucrative for the syndicated stalwart. The show is primarily viewed by those ages 65 and up, and is said to have TV’s oldest viewership. This is a famously motivated voting bloc, but this is not the only advertising that could be received well by their audience.

StatSocial has a treasure trove of insights to share regarding the viewers of ‘Wheel of Fortune’ (as well as every other show on this list, and every other item in this entry).


Political Websites Read by People Most Receptive to Advertising

Politics may be a topic best avoided in mixed company. It has long been the impetus for much in the way of advertising and marketing innovation, birthing many widely-adopted and highly-effective approaches. It is also an area of popular media where many pairs of engaged eyes will be focused, as it touches most of our lives.

The Tucker Carlson co-founded, The Daily Caller, is the most prominent site here. With the ad-receptive 42.1% more likely to be routine visitors than the average consumers.

The remaining three of the top four most over-indexed sites also lean unambiguously to the right; Breitbart at 26.8%, RedState at 17.3%, and TheBlaze at 15.7%.

As these are explicitly political websites, and therefore of appeal to a specific type of audience, it’s always wisest to consider the full audience profile set before you. While learning slightly right, perhaps, on the whole the data paints a picture of a politically diverse group.


Personality Traits of People Most Receptive to Advertising

One of the most unique sets of insights unique to StatSocial are the personality traits from IBM Watson™ and their Personality Insights service.

In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, overarching categories. IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.








The Importance of Social Audiences and Insights: Attribution of Social Audiences with Consumer Purchase Data

The Importance of Social Audiences and Insights: Attribution of Social Audiences with Consumer Purchase Data

StatSocial is the Twitter Audience Insights Alternative

StatSocial is the Twitter Audience Insights Alternative

Twitter Audience Insights Alternative

Twitter Audience Insights

Twitter discontinued its Audience Insights from Twitter Analytics in January 2020. Introduced in 2015, Twitter’s Audience Insights provided in-depth data/insights about Twitter followers and those who engaged with tweets. Insights included demographic information, purchase behavior, interests and lifestyles. By revealing insights about followers, the data helped marketers and other users improve their Twitter strategy, including both nonpaid and advertising.

Thankfully, StatSocial offers a comprehensive alternative to Twitter Audience Insights that includes all of the features users knew and loved, plus a lot more.

StatSocial - Twitter Audience Insights Alternative

StatSocial Audience Insights

StatSocial’s data and insights enable marketers, planners, and media sellers to identify and reach the best consumer prospects and measure marketing campaign effectiveness by leveraging uniquely social audience insights. StatSocial’s technology is built on a taxonomy of over 85,000 attributes (demographics, brand affinities, interests, media properties, influencers, and IBM Watson Personality Insights).

For Twitter followers, personas, or even first party data, StatSocial’s alternative to Twitter Audience Insights can uncover key insights around the four following types of data:

1. Earned Engagement – With the rise of earned media comes the need to measure and target the customers and prospects that are engaging with influencers, blogs and earned media content. StatSocial identifies people who are organically seeking out and engaging with your brand, topics, or your competition across different media.

2. Influencer Audiences – StatSocial builds audiences and insights by identifying what content resonates with an influencer’s network. Influencer audiences allow you to market directly to prospects that overlap with any industry, trend, and or brand – with results that far exceed typical interest-based behavioral targeting

3. IBM Watson Personality Insights – StatSocial has partnered with IBM Watson to bring the power of Personality Insights™ cognitive computing to the marketing landscape. By working together to analyze billions of social media and blog posts, StatSocial and IBM Watson help marketers understand the specific motivations of their best consumers and prospects so they can plan content andreach the most receptive consumers.

4. StatSocial Digital Tribes – Our data scientists modeled the entire US population into 100 unique clusters, or “Digital Tribes.” Using billions of inputs from over 120M US consumers, we segmented naturally occurring groups across distinct demographics, personality traits and passions. For those familiar with traditional cluster models such as PRIZM, Personicx, Mosaic, and Tapestry, we believe this layer of social behaviors and personality traits, which only StatSocial can offer, provides the richest possible insights into what motivates different types of people to action.

Interested in learning more about how we can support your brand or agency? Click here to see some sample reports and please contact us below.