Big In Print
American Consumer Project
How the U.S. Watches Cable
April 16, 2012
In this week's Ad Age we looked at what Network TV shows have the most skewed audiences in the segments we've been tracking through the American Consumer Project. This map is the cable counterpart.
Ad Age Looks at Who's Watching What Where
April 16, 2012
We took data released last fall from a 25,000-household survey and analyzed the top first-run network shows that respondents said they had watched in the previous seven days.
Health-Care Marketing in for Overhaul as Consumer Attitudes Shift
March 26, 2012
A new Ad Age Insights and Modern Healthcare Insights report covers a wide range of topics, including prescription medications, herbal remedies, doctor visits, care-giving responsibilities and how consumers receive messages about those things.
The Demographics of Health Care
April 09, 2012
Certain areas are more prone to certain kinds of illnesses. But more important is what the residents there do when they get sick.
They Might Not Get Mail Every Day, but They're Sure to Be on Facebook
March 05, 2012
It's hard for marketers to reach Montana farmer Dale. But brands have a new way to reach Dale, who's sure to check Facebook a couple of times a day.
American Consumer Project: Rosemary in Howard County, Md.
February 07, 2012
In October, Ad Age began a yearlong look at the American Consumer. Working with Esri and the Patchwork Nation, we are tracking 11 households in 11 representative counties to examine the impact of demographic and economic change on consumer behavior. In this piece we introduce Rosemary and John in Howard County, Md. -- one of the most affluent counties in the U.S.
American Consumer Project: Jennifer in Grayson County, Texas
February 14, 2012
For the next year, Ad Age is following 11 households to examine consumer behavior. Meet Jennifer: She's a couple of years, and a couple of degrees, from being a soccer mom.
American Consumer Project: Dale and Frankie in Teton County, Mont.
January 18, 2012
For the next year, Ad Age is following 11 households to examine consumer behavior. Meet Dale and Frankie, Boomer Farmers in Big Sky Country. Among the things they don't teach you in Marketing 101: The difference between farming and ranching (hint: moo), but if you want to understand the people who live in these counties, it helps to understand what they're facing each day.
Trying to Decide on a Cause-Marketing Category? Consumer Location is Key
January 16, 2012
Donating to the arts may not be as important as keeping the local church thriving, depending on what part of the country you ask. We offer some insight for those looking for the right cause to support.
American Consumer Project: Basha in Lake County, Florida
January 03, 2012
In October, Ad Age began a yearlong look at the American Consumer. Working with Esri and the Patchwork Nation to examine the impact of demographic and economic change on consumer behavior, we're tracking 11 households in 11 representative counties. In this piece meet Basha, a preboomer on the go.
American Consumer Project: Alfredo in Los Angeles County
January 09, 2012
Ad Age is examining the impact of demographic and economic change on the American consumer, tracking 11 households in 11 counties over a year. Meet Alfredo, a Cuban immigrant struggling with the American Dream.
American Consumer Project: Jay in Leavenworth County, Kan.
December 28, 2011
Ad Age is examining the impact of demographic and economic change on the American consumer, tracking 11 households in 11 counties over the next year. Meet Jay, a young teacher, student and salsa eater. He grew up poor, and while many of those in his community give back in the military, he stayed and gives back through teaching and coaching.
American Consumer Project: Andrew in Hampden County, Mass.
December 15, 2011
Ad Age is examining the impact of demographic and economic change on the American consumer, tracking 11 households in 11 counties over the next year. Meet Andrew, a millennial Latino with big aspirations.
American Consumer Project: Chris, in Clark County, Nev.
December 06, 2011
For the next year, Ad Age is working with Esri and the Patchwork Nation to examine the impact of demographic and economic change on American consumers. We are tracking 11 households in 11 representative counties. In this piece we introduce one of those households. For more on the project and segments, see AdAge.com/consumer.
American Consumer Project: Liz in Champaign County, Ill.
December 02, 2011
For the next year, Ad Age is working with Esri and the Patchwork Nation to examine demographic and economic changes in consumers by tracking households in 11 representative counties. Here is Liz's story.
The American Consumer Project: Find Your County
October 17, 2011
Use these maps to find your county, what segments it falls under, and how it fared economically in the last decade.
More Cash for Marketers to Chase as Savings Rate Drops
December 05, 2011
Consumers are saving less again. And while that might not be great for their retirement accounts, it may be good news for marketers. Here's how people of different economic statuses are spending.
How to Get in Consumers' Wallets
December 07, 2011
The tie between savings rates and credit card usage are hard to miss. When consumers are using their credit cards more and saving less that can make life a little easier for marketers.
The New Necessities: What Products and Services Can Consumers Not Live Without?
November 14, 2011
For marketers, a question is: How do you move your product from a 'want' to a 'need' and then keep it from slipping back into a 'could live without'?
How to Become a 'Necessity' for Four Different Consumers
November 14, 2011
We look at how the various members of our American Consumer Project sample determine what a necessity is and how marketers can position their products as such at a time when every new item purchased is a trade-off for something else.
