iHeartMedia, Pushkin Pitch for Audio Ad Dollars, By Suggesting Marketers Aren’t Spending in Tune With Consumers
variety.comBrian Steinberg Senior TV Editor While Madison Avenue seems focused on shiny new technologies, iHeartMedia is encouraging advertisers to get back to basics.
Research conducted by Morning Consult and Advertiser Perceptions on behalf of the audio-media giant and podcaster Pushkin Media found a growing disparity between what marketers think top consumer priorities are and the things to which consumers are actually gravitating.
While Madison Avenue seems to think consumers aspire to nosh on charcuterie and watch “Succession,” consumers seem more interested in U.S.
travel and going to barbecues. The disparity suggests advertisers are chasing after a niche interested in luxury and wealth, but ignoring the desires of a larger part of their overall potential customer base. “We are seeing a lot of human bias creeping into marketing decisions,” says Gayle Troberman, chief marketing officer of iHeartMedia, in an interview.
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