The New York Times Company’s advertising team today unveiled Pivotal, a new platform built for marketers seeking brand relevance and deep consumer insight on the most important topics today. Backed by The Times’s rich audience data and extensive research, Pivotal delivers tangible guidance and recommendations for brands to shape creative work and marketing strategies.
The team conducted rigorous, multilayered research, interviewed journalists, experts, readers and adults across the U.S. and tapped into The New York Times’s vast first-party data to outline recommendations around six key territories: Race, Climate, Sex, Gender, Tech and Money.
Highlights of the research include:
- Race: Views to Times stories on race, protests, and police violence were four times higher than other articles in early summer.
- Climate: More than half of Americans feel companies have an obligation to educate consumers on climate change and how to combat its progression. Times readers are even more eager to see companies step up, with 71 percent in agreement.
- Gender: Americans are split on their willingness to forgive a company if it makes a mistake regarding gender equality practices. But Times readers are more open and understanding – 61 percent of Times readers are more likely to forgive a company in this regard (compared to 48 percent of the general population).
The research behind Pivotal is ongoing and constantly evolving, including: hundreds of millions of pageviews across The Times’s proprietary topics and content; 200 interviews with Times readers, consumers, experts and journalists; 17,600 Americans and readers surveyed across the country, and 100 hours of in-person and virtual interviews.
“Pivotal offers marketers an unequalled opportunity to learn about how consumers think and feel about the most pressing issues facing our communities,” said Erin Hennessy, executive director of insights for The New York Times. “Brands have the opportunity to apply this knowledge and embrace what it means for a brand to be relevant today.”
“The New York Times’s unique and rich first-party audience data has enabled us to create a thought leadership platform like no other,” said Allison Murphy, senior vice president, Ad Innovation. “With more than 6.5 million subscriptions and millions of registered readers, The New York Times has the unique ability to harness the power of billions of data points on what matters to readers today and illuminate their interests through the subject matter expertise of our journalists.”
The New York Times’s advertising team invites brands to tap into these powerful insights to understand not only what resonates with audiences — but also what consumers are seeking in the brands they choose.
Pivotal from NYT Advertising from T Brand Studio on Vimeo.
Press contact: Maria Case (maria.case@nytimes.com)
Source: Introducing Pivotal, a Groundbreaking New Thought Leadership Platform From NYT
