Media agency Spark Foundry has revealed consumer search trends from Q2 2024 around Diversity in Advertising, Gaming & Tech, and Sustainability in its latest iteration of its ‘Insights Accelerated’ report.
Using a range of Publicis Media tools, this edition of Spark Foundry’s quarterly report looks at the trends in consumer habits from Q2 2024 (April – June).
To understand how well represented people of colour, LGBTQ+, neurodivergent individuals and people from different religious and cultural backgrounds feel in advertising, Spark Foundry surveyed a sample of 1,300 people from these diverse groups within the UK. This survey provided valuable insights into whether brands are doing enough to address diversity in their campaigns and how effectively this is getting through to consumers.
Key diversity findings from the report show that:
- People feel less represented in advertising this year. Representation sentiment levels are 7% lower than they were in Q2 of last year. Almost every audience segment surveyed feels less represented by the advertising they see, with the most noticeable drops specifically amongst people of colour, LGBTQ+ and neurodivergent individuals.
- Representation in radio ads surges, increasing dramatically from 32% in Q2 2023 to 49%. This is primarily driven by younger audiences who have expressed a 57% increase in how representative they feel radio ads are now. This improvement is likely due to the integration of TikTok content and creators into traditional radio platforms.
- Audiences consistently feel that TV (57%) and YouTube (56%) are the most representative advertising channels. And in Q2 2024, they pulled ahead even further. Advertising on both channels has driven improved representation across every audience surveyed during the last year, with TV ads up 11% and YouTube ads up 17%.
William McMahon, Head of Technology & Innovation at Spark Foundry said, “It is essential for brands to commit to long-term DE&I principles, ensuring that diverse perspectives are authentically embedded in their campaigns beyond just seasonal gestures.
“Leveraging social platforms like TikTok to create cohesive and engaging experiences that resonate with audiences, making them feel recognised and connected should be a key focus when planning campaigns.
“Additionally, the consolidation of TV formats provides an opportunity for brands to develop single, impactful TV ads that tell representative stories, driving better brand lift and sales success. By integrating these elements, we can create advertising that deeply resonates with and reflects the diversity of our audience.”
Key gaming & tech findings from the report show that:
- Positive interest in gaming grows with Activision’s new patent. Activision has filed a groundbreaking patent to reward players for streaming their gameplay of titles like Call of Duty. This has already begun to resonate with gamers, shown by a 21% increase in content surrounding this.
- Has Call of Duty bitten off more than it can chew? Call of Duty fans are clucking over the latest addition: a fried chicken gun, aptly named the “Extra Crispy” rifle, which turns enemies into fried chicken when hit. Players are eagerly watching the battlefield to see what’s next. Call of Duty search terms have spiked 12% in the lead up to the next edition of the game due to be released in Q4 this year.
- Game Developer Collective Survey – unveiling the future of gaming. According to the Game Developer Collective Survey, a staggering 59% of industry developers believe the sector is in a bad state. A majority of these developers (61%) attribute this downturn to unrealistic investor expectations, driven by the pressure to sustain record profits from the lockdown years. However, despite internal pessimism, gaming continues to captivate mass audiences. Our social listening data reveals a remarkable 81% net positive sentiment for gaming, which has consistently held strong quarter after quarter.
Michael Clingham, Account Director at Spark Foundry said, “Activision’s new patent revolutionises game promotion by enabling brands to seamlessly integrate products into live streams, fostering organic connections and highly targeted advertising, thereby reshaping marketing strategies and enhancing brand engagement in the gaming sector.
“These developments signal a shift towards more immersive and experiential marketing strategies that are highly effective when targeting younger generations. Interactive in-game promotions like Call of Duty’s fried chicken gun should inspire future brand integrations. It will be interesting to see if other franchises follow suit.”
Key sustainability findings from the report show that:
- Interest in sustainable travel grows, the first half of this year saw a 14% YoY increase in sustainable travel related searches (compared to the same period in 2023).
- Renewable energy sees little uplift YoY with search terms only increasing by 3% in H1 2024 (vs 2023), solar panel search demand decreased 11% which could suggest that amid a cost-of-living crisis, renewable energy products are not a top priority for many consumers.
- Automotive interest in electric car features saw search volumes increase by 31% YoY according to Spark Foundry’s semantic analysis tool, IBP, with battery power seeing a 26% uplift in searches.
Pippa Sparks, Business Director at Spark Foundry said, “Highlighting sustainability in branding is crucial for capturing growing consumer interest, fostering loyalty, and positioning brands as eco-friendly and responsible. Brands should emphasise both cost savings and environmental benefits in their sustainability messages to appeal to budget-conscious consumers and align with economic realities.
“Brands should focus on a single key benefit of sustainability, as rising customer knowledge of electric vehicles reduces the need for broad education.”
