How an ad about rejecting unloved Christmas traditions echoed around the world
Welcome to Tuesdata, our weekly analysis for Unmade’s paying members.
Below, we dig into consumer sentiment towards this year’s more notable Christmas adverts.
Further down, the Unmade Index starts the week with a fall as Seven falls back below a $400m market cap, and Motio declines to a new low.
And below the paywall you’ll find the coupon code for our end-of-year review Compass, taking place tonight in Melbourne’s Grace Darling Hotel. Unmade’s paying members are entitled to a complimentary ticket. Upgrade today.
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Are you serious with the claim that the “Christmas campaign the most talked about in 2023” was when there was only 1.46k mentions up to November 17 and a peak of 250 in one of the days.
You’d get more chatter in an hour in a pub! Meaningless data from Meltwater and Unmade in a population of 26.5 million. You should be lots better than that!
Hi John, thanks for your comment. What is your idea of a significant number of social media mentions in this context then?
SA
There is no specific formula – common sense is the guide (and within finances). I would peg it at something like 10k as a reasonable target accumulated pretty rapidly.
The reported data is based on Search for “Christmas” or “Xmas” and related to a campaign across the first 17 days of November. The result was n=1,480 mentions peaking at n=250 on Nov 02 and an average n=87 mentions daily. In a digital population of 21,111,000 14+ (IAB) 87 mentions is skinny to say the least.
Many complain that Morgan is too small (n=50,000). The same goes for the TV ratings which are based on n=5,250 HH for OzTAM and n=3,198 HH for RegTAM. Those n=8,448 households report daily. The average home has just over 2.5 people, so the TV ratings are based on around 21,500 people per day.
As you can see there is a wide gap between your data base and the data bases required for robust media research.
Cheers.
Grono.