Marketing Research

Are your accounts managing their online reviews? It’s a question worth asking. Businesses can be seriously impacted by reviews, in both good and bad ways. AudienceSCAN reports that around 38% of U.S. adults say that 4–5‑star rated reviews influence their purchase decision. Earlier this year, LocalImpact used Pollfish to learn about business owner attitudes and experiences regarding negative online reviews.

Does advertising placed around news content make a difference for marketers? Around 25% of U.S. adults regularly read local news, reports AudienceSCAN, powered by AdMall. And around 23% regularly watch the evening news in their local markets. Your accounts want to reach their audiences, but they worry about brand safety when it comes to the news.

MediaRadar reports that media spending growth dropped from 7% in 2024 to 0.3% in 2025. Faced with tighter budgets and more scrutiny, your accounts may again hesitate to take big risks this year without clear evidence of ad spend optimization. In our most recent State of Media Sales survey, only 4% of media sales managers indicated a very optimistic outlook for 202

Are your accounts reaching their B2B target audience? When B2B marketers launch a campaign, they typically target more than one audience. Bombara data indicates that most B2B marketers reach for between two and five audiences. More marketers are using a buying group persona. That’s a good strategy as our research in B2B BuyerSCAN shows that buying groups are increasing common.

How much should your accounts invest in paid search? Gartner reports that paid search accounts for 13.9% of total digital advertising. For the average SMB, paid search can run up over $100K a year. There’s good reason for this spending. In the past month, according to AudienceSCAN, 40% of U.S. adults have responded to a paid search (PPC) ad.

How many consumers are following the FIFA World Cup? 10% of U.S. adults call themselves pro soccer fans. Roughly the same number say they play soccer. That figure is up significantly over last year. And it’s fair to say that higher rates of U.S. adults will be watching World Cup games and become solid soccer fans as the competition plays out. AudienceSCAN data shows that 70% of these soccer fans are under age 45.