Boo! Scary Statistics for Marketers

Blue Fountain Media infographic

Halloween’s here and so are the statistics. Wonder Woman costumes are far outpacing Frozen royalty, while Batman is soaring twice as high as Spider-Man. But how can these figures help everyday marketers who are probably still working, clad in average button-down oxford shirts?

If they look at the studies, they’ll extrapolate that parents of children younger than 18 plan ahead — 37 percent of these parents plan ahead vs. the 20 percent of child-free households buying before October, according to Blue Fountain Media.

That same infographic says: “Women are more likely than men to prefer email ads and promotions.” Specifically related to Halloween, that’s 34 percent vs. 25 percent.

A solid 66 percent of Halloween shoppers have their costumes purchased by early October, with only 2 percent of buyers waiting until the day before — meaning, many shoppers prepare early for events, according to the infographic published on Oct. 21.

What the Oct. 22 statistics from AdGooroo may reflect is classics outpace Frozen-come-lately products, by far. Wonder Woman saw nearly $162,000 in paid ad spend from August to September, in AdWords alone. The entire cast of Frozen felt the chill of about $73,000 worth of interest.

AdGooroo statistics
Estately infographic

Similarly, classics fared well in entertainment, with newer products in the less expensive arena for consumers — television. In an Oct. 8 email sent to Target Marketing, LatentView Analytics announced its findings from studying “Facebook, Twitter, YouTube, Blogs, news aggregator sites, etc. — over the course of July to September, for both 2014 and 2015.”

Classic movies dominated discussions: “Halloween,” “Nightmare on Elm Street,” “Friday the 13th,” “Frankenstein” and “The Exorcist.”

TV conversations among consumers revolved around more current products: “Scream Queens,” “Walking Dead,” “American Horror Story” and “The Simpsons.”

Plus, LatentView’s statistics may be reflecting America’s push to get healthier.

“Candy-related conversations plummeted this year, down to approximately 25,000 from 72,000 in 2014,” the company finds. “The most talked-about candies were Reeses, Snickers and M&Ms. Surprisingly, the classic [Tootsie Roll] took the fourth spot, with Skittles rounding out the top five.”

How can marketers use this information after Halloween? Also, this is the link to the Estately infographic.

Please respond in the comments section below.


Heather Fletcher is senior content editor with Target Marketing.
Publish date: October 30, 2015 https://dev.adweek.com/performance-marketing/boo-scary-statistics-marketers/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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