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No one can argue that 2016 was not a year of ups and downs. The entertainment industry was hit hard with loss all year long as some of the most memorable performers passed away. Musical icons who influenced us all, trailblazers who defined genres, and young performers who were sculpting their careers – 2016 didn’t make distinctions; it took them all.
Patriots or Falcons fan? Democrat or Republican? 18-34 or 25-54? With each of these, we quickly form a mental image of the person who falls into one of these categories. And that’s OK – up to a point. We need ways to make sense of our world, and broad categories help us start the process of communicating with the group we are trying to reach.
Every NFL fan knows that when there is a questionable referee call, the coach has the opportunity to challenge the call. At that time, an independent panel reviews the call and they have three choices:
Over the past few decades polling and survey techniques have become more scientific and we are led to believe more precise. However, the recent presidential election proved that this “exact science” can result in terribly wrong results. How else can you explain that just about every poll had predicted with confidence that Hillary Clinton would be the next president? All Americans now know that the outcome was very different than the polls had projected.
Back when PPM was new on the scene, Coleman Insights shared some valuable ideas about what they coined “the three ‘I’s” – Invisible, Incidental, and Intentional cume listening. These classifications remain valuable today, and we can utilize Nielsen’s software to zero in on the most important group: Intentional listeners.
