What trends are shaping media buys and our clients’ industries? We’re taking an inside look at online gaming legislation, Nielsen’s findings on the LGBT consumer, Millennials and their media consumption habits, and a recent press release event hosted by the agency.
INDUSTRY TRENDS UPDATE
California Skies Blue, Online Poker Gray
Currently, Nevada, New Jersey and Delaware are the only states with legally regulated online gaming. January 2015 saw California Assemblyman Reggie Jones-Sawyer introduce a bill known as the Internet Poker Consumer Protection Act of 2015, hoping to bring California out of the gray area, described as not illegal but unregulated. Simply, the bill would regulate online gambling while ensuring the protection of California players. In the beginning of August, many world-reknown poker players gathered for a tournament in American Canyon Napa to support the initiative “Let California Play.” However, with all the support this movement has gathered, there are still many obstacles in the form of Native American tribes, backlash from opposing politicians, and even disagreement within the pro-iPoker camp. While progress has been made, California still faces an uphill battle.
NATIONAL MEDIA TRENDS
Millennials, Growth and Media Consumption
Once a neglected and possibly underserved target demographic, the latest U.S. Census data reports that Millennials (born between 1982 and 2000) now outnumber Baby Boomers 83.1 million to 75.4 million. Representing more than one-quarter of our nation’s population, Millennials are more diverse than previous generations with over 44 percent belonging to a minority race or ethnic group.
The currency of the media industry is attention and with media consumption habits varying across different age groups, it is imperative to recognize and then segment the target demographic(s) accordingly rather than a one-size-fits-all approach. The following graph displays the percentage of time spent per day with each medium, comparing Millennials versus the overall population.
Proudly Setting Trends, Nielsen’s 2015 LGBT Consumer Report
Nielsen recently released its LGBT Consumer Report in honor of this summer’s Pride celebrations. The goal, highlights the LGBT consumer and displays the impact they have on numerous industries. These consumers are described as trendsetters and tech-enthusiasts, showing “unique levels of engagement across various consumption areas.” This update illustrates the LGBT audience’s impact on media combined with their purchasing behavior as consumers in relative fields to the resort/hospitality industry.
Content is key in capturing an audience, cable and network TV and recognize that 72 percent of viewers are watching a show containing a lead, supporting or recurring LGBT character as outlined in the following graph.
Across all music channels, the LGBT audience shows higher levels of engagement than non-LGBT. Overindexing in subscribing to streaming music services (126 i.e., 26% more likely) and going to see a DJ they know perform (150 i.e., 50% more likely) further solidifies their description as tech-forward trendsetters.
Transitioning from media consumption to a hotel-related consumer field, there was one purchase category (useful for when you have acquired this guest on property) that cannot be ignored − food and beverage. Alcoholic beverage categories within the audience showed a significantly higher household spend when comparing against non-LGBT households. Wine indexed at 148, liquor at 135 and beer at 127, prompting the question of whether there could be an introduction of a more diverse creative and content campaign in the F&B segment.
NATIONAL MEDIA UPDATE
R&R Resources+ MGM National Harbor Press Release Event
Former Nevada Congressman Steven Horsford recently announced that his firm R&R Resources+ will lead the brand marketing efforts for MGM National Harbor, the $1.3 billion gaming resort under development in Prince George’s County, Maryland. The project is scheduled to open in the second half of 2016.
Through its status as an independently owned minority business enterprise (MBE), R&R Resources+ will be charged with a specific focus on diversity marketing, corporate social responsibility and workforce strategy, assisting MGM Resorts International (MGMRI) in developing authentic minority outreach and partnerships in the capital region. MGM National Harbor joins the R&R Resources+ portfolio of clients.
As a minority investor in R&R Resources+, R&R Partners will also join the MGM National Harbor project, bringing its unique brand of travel and tourism expertise. In honor of the new partnership, R&R Resources+ joined R&R Partners to host a launch event on the rooftop of the R&R Resources+ headquarters in downtown D.C., overlooking the Capitol Building. Among the guest list of more than 300 confirmed attendees were esteemed members of the media, political figures and MGMRI executives, all who gathered to celebrate the joyous occasion. See photos from the event below.