Global Contextual Trends Report: Sports Related Web Visits Surge By 11.86% as News and Health Dwindle in Q3
Almost 90% of sports related content was also deemed ‘brand safe’ as the Olympics and Euro 2020 dominated the summer
9th November 2021, Madrid: Seedtag, the global leader in contextual advertising, has today released its Global Contextual Trends report, breaking down consumer sentiment during Q3. The report details the trends that prevailed and those that fell short over the past few months. Powered by its contextual AI solution, LIZ©, Seedtag discovered that Q3 was dominated by sports, which came out on top in total online traffic and notable growth in overall site visits.
Using its contextual artificial intelligence, LIZ©, Seedtag has processed data from its network of publishers around the world, analysing their content using Natural Language Processing (NLP), tagging each article according to its subject matter with contextual categories and subcategories, and identifying whether the content is brand safe for advertisers.
The information is filtered by date, in this case, Q3 (July 1st to September 30th, 2021), and has been compared to the previous Quarter (April 1st to June 30th, 2021), evaluating each category separately according to traffic generated and the percentage of that traffic that is brand safe content (positivity).
The long-desired summertime feeling finally returned this year. Following last year’s atypical summer, the first half of 2021 saw an increase in optimism regarding the coming season as a sense of normalcy began to be reinstated. The anticipated arrival of special events, such as the Olympics, had been the culmination of hope for many, and passion for sports returned with site visits on the category growing by 11.86% compared to Q2.
Q3 also showcased an important emphasis on fashion, especially after a long period of quarantine, while summertime trends gave attention to areas such as tanning and skincare, demonstrating a measurable increase compared to the previous Quarter.
In the summer, internet content consumption changes according to consumer habits, leading to an increase in certain categories. The biggest winner in upward content trends in Q3 was sports – expected with the return of major championships. The shift in seasonal routine also brought an increase in the positive trend of personal care, travel, and cars, as consumers seek a summer of relaxation and enjoyment, as shown below:
Sports:
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11.86% increase in visits between Q2 and Q3
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87.33% positivity (1.63% increase between Q2 and Q3)
Style and fashion:
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15.65% increase in visits between Q2 and Q3
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87.71% positivity (2.61% increase between Q2 and Q3)
Beauty and personal care:
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8.14% increase in visits between Q2 and Q3
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79.59% positivity
Travel
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2.18% increase in visits between Q2 and Q3
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66.50% positivity (4.06% increase between Q2 and Q3)
Autos and vehicles
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3.96% increase in visits between Q2 and Q3
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75.51% positivity (3.20% increase between Q2 and Q3)
The same dynamic that was responsible for the rise of these categories also triggered the downfall of others. Over the course of the summer, individuals appeared to lower their tendency to check the latest news and tabloids. The total interest in health-related issues also decreased, revealing a decline in the level of social alarm readers had regarding the pandemic as vacation time approached.
News
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11.65% decrease in visits between Q2 and Q3
Gossip
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11.23% decrease in visits between Q2 and Q3
Arts-and-entertainment
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11.19% decrease in visits between Q2 and Q3
Education
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11.54% decrease in visits between Q2 and Q3
Jordi Capdevila Espitia, Global Head of Marketing at Seedtag, said: “The Global Advertising Trends report gives us a unique insight into the consumer’s mind. As anticipated, sports has clearly been a dominant subject over the course of the summer, but the apparent shift in interest away from news and health-related issues is also significant following a turbulent 18 months. In today’s advertising landscape, it is critical for brands to know their audiences. Our contextual AI platform not only facilitates that, but provides us with measurable data that we can benchmark and leverage to predict future trends before they arrive.”
To read the full report with an in-depth analysis of the results, visit the Seedtag website: https://press.seedtag.com/a-summer-reigned-by-sports