Plus: Ad spend to grow by 4% in '12; half of Super Bowl ads will see ROI; most B2B buyers get info using search
Would you trust this thing?170 billion: The dollars that "millennials" control in terms of purchasing power. What's more, those age 18 to 34—79 million youngsters strong in the U.S.—don't trust what they see on TV, and 88% of them are online, notes a fresh study reported by MediaPost. No need for a call-to-action here; the data speaks for itself. You know what to do.
4%: The growth in U.S. ad spend in 2012, according to MagnaGlobal and reported in AdWeek. What are the main drivers? Political SuperPACs this election season and the Olympics.
½: The fraction of Super Bowl ads on TV that will actually achieve a positive return-on-investment, according to this piece in Marketing Daily.
73%: The percentage of U.S. "information gatherers" who use a search engine to find out about B2B services, according to a report from eMarketer. Other sources include brand websites (51%), professional association websites (42%) and trade mag sites (39%). And how do people find those last three? That would also be via search, most likely.
$18.7 billion: How much the Economist Intelligence Unit (reported by eMarketer) thinks Brazilians will pony up online this year, up almost 22% from 2011. We have professionals who can help you sort that out. In fact, operators are standing by, in Portuguese.
4 ¾ hours: The average amount of time per day a typical Brazilian Facebook user spends updating his or her status and checking up on others', according to comScore. That's up from just a half-hour in December 2010. Almost five hours? Really? We do Facebook for a living and aren't on that long.
-- Michael Mattis