2024 Visibility Perceptions in Advertising

Methodology

This quantitative research study was conducted online among a total of 200 business decision-makers in late 2023, with the interviews with high-level marketing communication executives equally divided among advertisers and advertising agencies. Respondents were screened to represent a range of senior titles including C-Suite, EVP, VP, Director and Manager-level employees.

Advertiser respondents were specifically screened to work at organizations with annual media spending over $50 million on B2C advertising; qualifying respondents reported being personally responsible for at least $15 million of spending and that multi-platform video advertising was a meaningful part of the total spending. Respondents were key influencers/final decision-makers on areas such as managing/allocating ad budget, messaging and content strategy, casting, and/or approving final advertising.

Agency respondents were screened to ensure their largest B2C account had spending over $15M annually on B2C advertising, and multi-platform video advertising was a meaningful part of the total ad spend. Qualified respondents were key influencers/final decision makers for areas such as account management, message strategy, casting or creative development.

Notes

MRI-Simmons, 2024 June LGBTQ and Gender Identity Study
CBS News,‘Major brands scaled back Pride Month campaigns in 2024.
Here’s why that matters.’ June 29,2024.
https://www.cbsnews.com/news/pride-month-campaigns-2024-major-brands-scaled-back-why-that-matters/
MRI Simmons, June 2024 LGBTQ and Gender Identity Study (P18+)
https://glaad.org/pridefacts/

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