Despite Declines and Fluctuations, March Madness Puts Up Solid Viewing Numbers in a Changi

Author: Alice Bell-Black

04/09/2021. 3 min read

Leading up to the Final Four

After a the cancellation in 2020, it wasn't clear how the 2021 championship would compare to 2019, and there were definitely ups and downs. The 31 percent increase in viewership during the First Four games gave the tournament a good head start. From there, the change in schedule dates proved th ...

Faster than Expected Economic Recovery Will Boost Advertising Spending in 2021

Author: Vincent Letang, Michael Leszega

03/31/2021. 4 min read

The US ad market is growing again, and faster than we previously anticipated. But the contrast between linear and digital media dynamic has never been greater. The full report and complete dataset can be downloaded from Atlas.

Accelerating the Consumer Purchase Journey

Author: Kara Manatt

03/12/2021. 2 min read

A new media trial by MAGNA and IPG Media Lab, The Accelerated Purchase Journey, reveals that serving the right creative at the right time based on the purchase journey for a given product can more efficiently guide consumers through to purchase. After three ad exposures with creative optimized to where individuals are in the purchase journey, 14 ...