Audience Intel Report 81

March 27, 2024

Industry Insights Marketing Tactics RCG News

This ongoing report on consumers provides valuable advertising and media news for marketers and advertisers. We curate stories of interest and insight. Use the button below to have each Audience Intel Report delivered directly to your inbox.

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Charting the Stars

Get dirty with Martha Stewart. A fashion line all about playing in the dirt is coming from Martha Stewart courtesy of Tractor Supply Company. The lifestyle maven in partnering with TSC to launch a garden-wear line that will debut this week in select stores and feature eight clothing items.

Steve Harvey on Dr. Phil’s couch. Harvey is taking an equity stake in Merit Street, the media company founded by Dr. Phil. The deal will see Merit acquiring hundreds of episodes of Harvey’s daytime talker and producing new content from the comedian-turned-producer. Merit’s stable of talent also includes celebs like Chris Harrison and Nancy Grace.

Next, the moon will want an agent. Next month’s total eclipse is getting its own two-hour TV special. ABC News and Nat Geo are partnering to produce the April 8th event, “Eclipse Across America,” that will run across several Disney linear and streaming outlets.

Delightful Contradictions?

An upscale Walmart? The discount retail powerhouse is aiming to attract more affluent shoppers by incorporating upscale elements into 800 stores across the U.S. Elements range from improved displays to higher-end products. The effort which began in 2019 already seems to be working with sales at the upgraded stores rising faster than other locations.

High-arousal, low engagement? A recent study published in the Journal of Marketing suggests that, at least for some influencers, the more emphatic the language they use on behalf of sponsors, the lower their engagement. Researchers theorize that high-arousal terms like “Amazing” or “Incredible” may hamper the credibility of endorsers.


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