Page 13 - WhitePaper_MC&I Benchmark in Covid19 Era

• Most MC&I segments’ spend has declined, and a quarter to a third are fl at.

Quarters 3 and 4 Trends: Recovery and Reset Growth Plans for MC&I in Q3–4 Seem to Rebound
Somewhat for AA/H But Not Others

• About two in three marketers have lessened or eliminated MC&I spend for Q3–4 vs. about
half for General Market efforts.

How Marketers Might Integrate Culture or Not; Can Go Either Way

• In Q3–4, targeting will increasingly shift from TV to social and digital.
• Four in 10 marketers will de-emphasize endemic media.

• Focus on cultural insights is increasing among a quarter of marketers.
• One in fi ve marketers plan to lessen cultural focus in favor of diverse casting

and universal insights.
• There is a strong interest in the Cultural Insights Impact Measure™, CIIM™ - a

metric that will help marketers understand the relevance of their creative and
the use of cultural insights in order to better connect with intended consumers.

13