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American news consumption takes a hit
Newspaper audiencesUnited States
Last January’s siege of the Capitol drove a spike around the world in consumer engagement with news content, but since then, Americans, at least, have shown much less interest, Axios reports.
What the figures show
Unique visits to the top five news sites fell 8% (Source: Similarweb) in 2021 compared to 2020.
News media app downloads for the top 12 mainstream publishers have fallen 33% (Source: Apptopia).
Primetime news viewership among the major cable networks was down 36% (Source: Nielsen).
Social media interactions with news articles plummeted 65% (Source: NewsWhip).
What they mean
With no Trump dominating the headlines and people wearying of the ongoing pandemic, news organizations haven’t been able to capture attention in the same way as in the previous couple of years. Hard news has largely been supplanted by sport, which may augur well for next month’s Winter Olympics in Beijing. But politics will likely make a comeback in the run-up to the midterm elections in November.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。