Everything (and more) you wanted to know about the #AdWeekNY crowd.

Sep 28, 2016 | Insights

This week in StatSocial’s hometown, the great city of New York is Advertising Week.

USA, New York City, Times Square

We here at a StatSocial always keep our wits about us, and never blow our cool. Simple fact. Ask anyone. But one of us — maybe this entry’s author, I ain’t sayin’ — overheard a couple of wiseguy, dirty faced kids saying some things while standing on a street corner, of which we have many here in New York.

They were snapping their gum, and the shorter of the two, perhaps ironically, was loudly opining “if you ask me, they should call it sadvertisining week.”

I listened for a little while longer as he continued to loudly voice this opinion to a slightly nervous and embarrassed looking friend. He’s entitled to any opinion that works for him, of course. But I knew something was different about this young fella.

Calm as you please, I sauntered over, and I looked the young man square in the eyes, which I could already see barely concealed a sort of deep-seated guilt. I asked, “Do you really mean that?,” adding, “Because if you ask me, it should be called RADvertising week.”

Breaking eye contact with me and staring down at his shoes sheepishly — the friend to whom he was speaking by the point having taken six steps backward to withdraw from the exchange — “I was just mouthin’ off to sound cool, Mister. I know in my heart of hearts it’s RADvertising week.

Darn tootin’, and that’s what all of us here at StatSocial know to be true as well.

“But StatSocial, while I can tell you’re awesome, I’m not quite sure what it is exactly that you do. I’m dying to know, though,”

Well, we’ll tell you. We are a social media audience analytics platform. Our data is primarily made available via an extremely easy-to-navigate website, which provides thousands and thousands of actionable insights, lifting the veil on not just your social media audience, but any audience about which/whom you might be curious. In addition to our web platform, we provide even more in-depth, off-site reports, downloadable in an assortment of formats.

“I think I understand. But what kind of insights are we talking about here. Many of the major social media platforms already provide analytics, of varying sorts.”

Those tend to be more focused on traffic, click-throughs, maybe some basic demographic information. You already know how large your audience is. But do you know who they are? What kind of cars they drive? What kind of cars they want to drive? What kind of mustard they eat, and what they eat it on? Who thier fifth and 35th favorite bands are?

Most social media marketing is throwing stuff against a wall, based on best guesses informed by limited data, and seeing what sticks. We eliminate the guess work. You can now know what percentage of your audience likes McBusted and what percentage like Lynyrd Skynyrd, and what percentage likes both.

Check out the links at this entry’s bottom, and click around the blog here. Our data runs deep.

And it’s not just demographics, geography, or even likes and dislikes. Thanks to a proud partnership with IBM Watson and the integration of their Personality Insights™ tool into our reporting, we can also tell you what percentage of your audience is anxious, ambitious, altruistic, angry, happy, and so forth.

We reiterate, our data runs deep.


Rather than continue to tell, let’s show. The Advertising Week audience is going to be chockablock with precisely the folks for whom our frankly magnificent platform was developed. So, we’ve focused our attentions on them.

But you see, with StatSocial you can analyze any audience. The fans of a certain pop singer or politician or brand. We’ve got that covered. Those who have posted a certain phrase, or about a certain event (as we’re doing here). We’ve got that too. And you can also combine things, create a specific audience of your own curiosity. “Roy Orbison fans in either New Mexico or Oregon, who eat at Chipotle”? We can tell you the favorite make of automobile, or favorite superhero movie, or whatever else, about that group. Provided that group exists. And online, almost any group exists.

But right now it’s about Advertising Week.

How handy that we own and operate a tool that tells us exactly who it is who has descended upon New York for the U.S. portion of the Advertising Week conferences (the first third was in London this past April, and in Tokyo this past May).

screen-shot-2016-09-28-at-6-08-30-am

Quick aside: While we are fully on board with the event, we do think this year’s choice of mascot, “Advertising Weak,” was perhaps not as well thought through as it could have been

Indeed based on a quick perusal of what IBM Watson’s extraordinarily accurate Personality Insights™ tool tells us of this crowd this is not reflective of this audience’s nature at all.

Top 10 Personality Insights™ With the Advertising Week Crowd, Courtesy of IBM Watson and StatSocial

Well, let’s start there. Basic stuff. How many have actually descended upon our humble burg, and how many have simply left their offices, hopping on the subway or — should their expense account and/or salaries allow — in a cab?

(NOTE: The below is taken from our web platform, but edited for the purposes of this web entry. Click the links below to get a better look at the site in all its glory.

To explain what you’re seeing. The percentage in the blue bar is the percentage associated with social media audience you’re analyzing, in this instance those who posted to social media about Advertising Week. The grey bar beneath it represents the average among all social media users. This is the baseline metric against which we do all our calculations unless otherwise noted or requested.

The metric to the right, in the column labeled “multiple” we will explain in a moment.)

ad_week_cities

A pleasant surprise is not that 20% of those engaging in the week’s festivities are New Yorkers, but that nearly 3 1/2% are from Toronto.

We do of course have a breakdown by country as well, and over five and three quarters of the Advertising Week revelers hail from the Great White North.

ad_week_countries

Welcome to Gotham, eh! Forgive the smell. The nearly 5% of Brits joining you are also welcomed with open arms.


Okay, those are pretty basic demographic type breakdowns. Although more accurate than many you’re bound to find, Advertising Week’s own official registration can share with you data more accurate about who is here for the week. But they can’t tell you such breakdowns for who is taking to the internet most to post about it.

As promised above, StatSocial is deeper and bolder than this.

Not only do we bring you insights you’ll find nowhere else, collated (from over 600 million social profiles, incorporating data from all major blogging platforms, and from throughout all corners of cyberspace), assembled, and presented in reports you can absorb and act upon quickly and efficiently. We allow you to analyze an audience through different lenses, getting the fullest possible story on who precisely they are.

Here is where we’ll introduce you to the “multiple” metric, a very important metric in using StatSocial to its fullest potential, and a personal favorite of ours.

Let’s start with the top 10 TV shows with the Advertising Week crowd, by raw percentage.

advertisingweek_tv_

While the placement of, say, Seth MacFarlane and Neil deGrasse Tyson’s attempt to revive Carl Sagan’s 1980 PBS series, Cosmos, is of some interest. When compared to the average social media audience, the number of fans to be found here is about half of the average.

Even more illuminating as to why you can only know the full story by analyzing this data in different ways, and from different angles, CNN Breaking News topping the list doesn’t mean much. It has 42.5 million followers on Twitter alone.

The raw numbers are important, but the story being told here is only so insightful.

We have another way of looking at things, and that’s the “multiple.” Taking an audience’s less common interests and traits into consideration, and analyzing what makes them unique, we calculate the likelihood of the members of one social media audience also belonging to another. Often, this is the only way to really get to know an audience fully.

Ripping examples from today’s headlines, we’ll start with GOP presidential nominee Donald Trump. The “multiple” metric reveals that The Donald’s social media audience is over 11 times more likely to be fans of Ivanka Trump than the average social media crowd.

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Nothing revelatory there, but it illustrates the concept. A look at Democrat nominee Hillary Clinton’s page reveals a slightly more surprising result.

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Recently resigned British Prime Minister David Cameron is nearly 21 times more likely to find support among Hillary’s social media audience than the average social media throngs. That’s only 2 1/2% of Secretary Clinton’s audience, but her audience is in the millions.

And really that’s besides the point, this is just a means of illustration. Imagine what happens when you take a large amount of data and sort it by this metric. All sorts of fascinating insights and truths about the audience being analyzed will more often than not be revealed.

Although, maybe not so much with this TV list.

adweek_television_bymultiple7

A mix of well reviewed cable dramas — however, we’d be remiss were we to not point out that number one revolves around the ad industry — and one brilliant cable comedy at the bottom of the list.

Some of these shows are popular, some more cultish. A couple of cable news shows. And a dab of reality programming, with two programs that celebrate basic, American, entrepreneurial values.

Shark Tank celebrates the entrepreneur in a brazen way; the creative, the salesman, and the individual willing to do whatever it takes to make her or his dream a reality. American Pickers celebrates those willing to dig in the dirt and get their hands dirty, putting in the hours and having the patience to make genuine profits from the seemingly endless piles of rubble cast aside by those lacking either the knowledge, eyes, or patience to make of this trash another man’s gold.

Mr. Robot and Silicon Valley suggest an audience taken with the so-called “new media,” in ways both ambitious and cautious. Or perhaps in both cases, in very different ways, downright paranoid.

And, not for nothing, the list is notable for an audience populated by those involved in advertising, as only one network show makes the list.

Your theories may very possibly topple ours, as we’re just spitballing for the purposes of this entry. But if further questions are raised by what our stats are telling you, we provide the tools and the data to investigate further. Often the entire story is right there, within your StatSocial reporting.

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Of the many, many topics we cover and catalog, some pertain to the commercial, some to the personal, and some specifically to the landscape of social media itself. Here we’ll look at a pair of lists, one presented in its raw numbers, by percentage, and then one by “multiple.”

We, as do many throughout the worlds of the internet and advertising, refer to these individuals we’ll be cataloging here, as social influencers. Meaning, those with good-sized social media followings, who update frequently, in many cases interact with their audiences, have content shared with regularity, and so forth.

adweek_influencers_by

Forbes called Ann Handley “the most influential woman in social media,” and this is just the list of raw percentages. But nonetheless her topping this list let’s you know right away you’re dealing with a specialized audience. Her 300-plus thousand Twitter followers are nothing to sneeze at. But neither is the U.S. president, a couple of the world’s richest men, the host of The Tonight Show, the man many consider our generation’s Thomas Edison, etc.

But her presence among the social media audience posting about Advertising Week is 16%. Given her vaunted “guru” reputation, that’s neither an outlandish nor implausible number. She seems consistent with the sorts you can see capturing this audience’s attention.

But, let’s see how things look refracted through the “multiple” lens. Let’s zero in. If Ms. Handley’s vaunted position in the raw percentages list doesn’t already reveal what sort of crowd we’re dealing with. this list will.

These are social influencers in a sense perhaps even truer than some standup comedian or YouTube star. This is a list of people primarily involved in marketing and advertising, who have used social media to build for themselves prominent presences — and subsequently lucrative careers — in social media, most frequently advising others, right or wrong, on how best to use social media.

Ms. Handley, as previously established, has about a 16% crossover in terms of those who are her social media fans, and those who have posted to social media about Advertising Week. Otherwise the portions of the audience occupied by these individuals is small in terms of raw numbers, but when compared to the greater social media sphere they’re dramatic. And their presence being so prominent when compared to social media as a whole tells us a bit more about the New York Advertising Week crowd.


Finally, let’s leave with one more example of this sort, and with a subject near and dear to the heart of most of those concerned with Advertising Week, starting with the young man I referenced at this entry’s start, and leading all the way up to little old me.

I’m talking about BRANDS, son (or, as the case may be, daughter).

adweek_brands_by_

In raw percentages, it seems more or less fair. Similar to what we said of CNN above, YouTube has 64 million followers on Twitter alone. So, their topping the list is almost meaningless.

Then we have the most prominent trade publications among those who work in advertising, mixed with some — like Forbes — which, while hardly exclusively about advertising, are likely read by most in the game.

BuzzFeed remains a relevant hub of the modern media landscape, and Mashable and TechCrunch are read by all who want to have even the vaguest clue of not just what the future might hold, but what’s actually going on today.

Instagram, incidentally, also has like 40 million Twitter followers. So, again, it’s presence here can almost be discounted.

And now, let’s play that tune again, the BRANDS tune, only this time by “multiple.”

McCann, JWT, DDB, all global advertising giants, employing thousands, and as well known as any ad agency this side of McMann & Tate. Then the biggest trades in the ad game, good ol’ Big Blue, with whom we are proud to be partnered, some business mags… Yup, it all adds up for us.

What are your thoughts? Reach out to us on Twitter and let us know.

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A quick postscript: Rocker / Motivational Speaker / Advice Columnist / Podcaster / Author / TV Host and all around figure of inspiration and unbridled enthusiasm and joy, Andrew W.K. , was kind enough to show StatSocial some love. Retweeting us for his hundreds of thousands of social media fans.

So it seems only right that we make it a matter of official record that among the Advertising Week crowd, AWK outranks such rock and roll heavyweights as The Red Hot Chili Peppers, Coldplay, and even Fleetwood Mac.

awk_adweek_ranking

Andrew and Madison Avenue are not strangers, nor have they been for fifteen years. Andrew even composed a jingle used in a series of commercials that ran constantly in the earlier-’00s.

https://www.youtube.com/embed/02AfiASP6yw

And he’s licensed his songs to commercials as well.

The ad world has been particularly fond of this song, especially:

So, perhaps it’s a mutual love affair. But nonetheless, thanks to AWK for the social media love. We assure you all warm feelings are returned ten-fold.

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To learn much more about StatSocial, the curious are encouraged to visit the StatSocial site itself, where you’ll find all sorts of stuff including sample reports.

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If you like what you’ve read, please take a few minutes to watch this overview of StatSocial’s data:

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