Experts Matter. Find Yours.
Connect for media, speaking, professional opportunities & more.
Declining viewership for live events, including the Super Bowl, presents concerns for advertisers
This year’s NFL Championship, best known as the Super Bowl, will again be one of the most watched events. But public interest in live events appears to be declining, even for the “Big Game,” say two marketing professors at the Indiana University Kelley School of Business. “Live sports events are the last stand for live TV, with the Super Bowl being the biggest spectacle to unite the American audience. Live events like this are languishing. Need proof? Look at record low ratings for award shows,” said Ann Bastianelli, teaching professor of marketing at Kelley, who added that the Super Bowl remains “a rare opportunity to gauge the U.S. cultural consciousness.” “The early reports and teasers suggest that Super Bowl viewers are in for a smorgasbord of memorable and even humorous commercials, providing some much-needed laughs during the ongoing pandemic. Even so, the Super Bowl isn’t enjoying the same viewership it once had which should prompt changes in marketing decisions,” added Demetra Andrews, clinical associate professor of marketing. With a television audience of more than 90 million last year, the Super Bowl continues to provide the biggest platform for advertisers. But, according to Andrews, television viewership of the Super Bowl has declined fairly steadily for years and the increase in livestreaming of the game does not account for the decline. Of note, she said, is a persistent decline in watchers aged 18-49 since 2008, a key component of the Super Bowl audience. According to Morning Consult, 40% of Generation Z-aged American aren’t sports fans, compared to only 24% of Millennials opting out of sports. Gen Z may be more likely to watch and share ads online than during the sporting event. “Despite this, the price for advertising during the Super Bowl has remained high for a 30-second ad. This is likely to prompt marketing organizations to reexamine the value of the Super Bowl as a promotional platform,” Andrews said. The cost of a 30-second commercial in the 2022 game is $6.5 million, up significantly from the $5.5 million price tag of just a year ago. “Clearly, the network is not bashful about asking that, even with the misgivings that advertisers have had in the past few years,” Bastianelli said. Super Bowl parties traditionally have been a big part of the game day experience and something most attractive to advertisers. But with larger gatherings discouraged and even restricted last year, this aspect was greatly diminished for the 55th Super Bowl. More people may gather to watch the game, while others will be hesitant to do so. “Without Super Bowl parties, brands might not get the same return on investment, because people couldn’t discuss ads in real-time with others, so brands shifted to digital/online advertising to avoid the $5.5 million price tag,” Bastianelli said. They also do this “because spending money online builds reach and frequency and gives brands valuable data to maximize customer engagement much more cost-efficiently. “The downside is that, while culture spreads at the speed of social, it’s much harder to stand out with sustained hype,” she added. Reevaluation of the Super Bowl as a promotional platform should include a determination of whether an organizations’ target customer groups are likely to watch or attend a Super Bowl event, Andrews said. Both professors are available for interviews. Contact George Vlahakis at vlahakis@iu.edu for assistance.
The landscape of college athletics has changed greatly in the past year. For the first time ever, student athletes can now profit from the use their name, image and likeness. It’s been a hot topic subject for years, and now it’s come to fruition. Dr. David Hunt is an associate professor at Augusta University’s Pamplin College of Arts, Humanities, and Social Sciences and also the faculty athletics representative at AU. “It’s different for Division I and for Division II. For DI, there’s bigger audiences and they have bigger followings. But it isn’t D1, D2 and D3 specific; it just seems like people are willing to put more money into programs at the D1 level,” said Hunt. While some may think NIL deals go to the most popular athletes, that’s not always the case. “There are a lot of NIL opportunities for people who don’t have a huge number of followers, because it tends to hit a particular niche,” added Hunt. It’s not just the notoriety on the court or playing field that can garner an NIL deal, but also a player's social media activity and number of followers. These can be a big tool for student athletes receiving compensation for outside business ventures. “It can be cash or it can be in-kind payments. So for some influencers, companies just send them stuff in an effort to get them wearing it on their social media channels.” Some schools and athletic programs have already negotiated deals for an entire team where all the players can benefit from it, but Hunt said it could lead to legal questions over potential conflict of interest deals. “If a basketball program gets a NIL deal for the whole program with Adidas, can an individual player wear Under Armour? Can an athletic department even do that? It can be helpful and beneficial and monetarily advantageous for those students, but it’s not the students doing that,” said Hunt. All the NIL deals, especially those where schools negotiated them, can be used as a recruiting tool to entice athletes to come play for their program. This could create a recruiting advantage for some states over other states. “One university received NIL deals for every single female athlete. That is a huge advantage compared to other universities. So now some universities can recruit students based on the NIL opportunities and if the university has a support program for it, they can say we have a structure in place that you can take advantage of.” This is an important and emerging topic happening in schools and athletic programs across America, and if you’re a journalist looking to know more, then let us help with your questions and coverage. Dr. David Hunt is available to speak with media regarding student athletes now being able to profit from their name, image and likeness – simply click on his icon now to arrange an interview today.
Study reveals the inside of your car is dirtier than the average toilet
A study by researchers in the College of Health and Life Sciences at Aston University and commissioned by Scrap Car Comparison has revealed that the inside of our cars have significantly higher levels of germs on them than the average toilet. The researchers took samples from car interiors with varied ownership histories, to establish bacterial contamination levels within the vehicles and to highlight how thoroughly people clean their cars. The results revealed that motorists should be cleaning the inside of their cars more frequently, with harmful bacteria likely to be discovered in most cars out on the road today. In particular, the study found that the car boot plays host to significantly high levels of bacteria, with E.coli likely to be found in every boot and potentially on your driver’s seat. More commonly known as faecal bacteria, the findings pose a clear concern for anyone that puts their fruit and vegetables in the boot after a trip to the shops or enjoys a drive-thru dinner in the driver’s seat. Dr Jonathan Cox, a senior lecturer in microbiology at Aston University, said: “The results of this study are fascinating, as they help to show that despite cleaning our cars, the older they are, the dirtier they generally are. “This becomes key when thinking about areas such as the car boot or driver’s seat. Many of us have placed loose food shopping in our boots, or dropped the odd crisp onto our seat, before picking it up and eating it.” Other areas tested included the gearstick, dashboard and backseat which also saw higher levels of bacterial contamination than is found on the average domestic toilet. Bacteria found included Pseudomonas, a bacterium with strains that can’t easily be treated with antibiotics and Staph Aureus, a germ associated with coughs and sneezes that in some cases is linked to MRSA. The researchers identified the filthiest areas of a car: 1. Boot - 1,425 bacteria identified 2. Driver’s seat - 649 bacteria identified 3. Gearstick - 407 bacteria identified 4. Back seat - 323 bacteria identified 5. Dashboard - 317 bacteria identified 6. Steering wheel - 146 bacteria identified. There was also a correlation discovered between the age of a car, and the levels of bacteria likely to be found within it. The older cars sampled for the study exhibited higher bacteria loads than those that have been on the road for a shorter amount of time. However, the researchers found that out of all areas of our cars, the steering wheel was generally found to be the cleanest. This high-contact area saw very low levels of bacterial contamination and could be due to the uplift in hand sanitiser use following the COVID-19 pandemic. Dr Cox added: “These results highlight that we should change how we think about our cars and cleanliness. Often, we will clean our cars based on whether they ‘look’ clean versus whether they actually are clean. But you would never even think about eating off your toilet seat. “Upholstery should ideally be given a deep clean and in future I will always clean any used car I might purchase!” Dan Gick, managing director at Scrap Car Comparison, commented: “Taking care of your car, from making sure it’s running well to keeping it clean, all work towards ensuring it has a long life and is a car you love mile after mile. The last thing you want is for your car to become a risk on the roads, as well as a risk to your health. “We hope the results of this study help to highlight the importance of taking good care of your car inside and out. It’s worth thinking about how often you clean the inside of your house and apply the same thought process to your car, especially if you tend to drive it every day”.
The modern office has changed. According to some experts, it’s much overdue. For others, the idea of the separation of domestic and professional lives is still something to accept. Either way, with the onset of COVID-19 and as workplaces adjust to life after the pandemic, working from home is the new norm for many people and it’s likely going to stay that way indefinitely for some. With that reality also comes the fact that your home office needs to be just as safe and secure as your former place of work once was. Worry not – we’ve got experts who can help. It’s why we asked Augusta University’s Dr. Jeffrey Morris, assistant professor in the School of Computer and Cyber Sciences, for some easy tips and helpful advice on making that happen. How to separate home or work? The best way to keep work materials safe would be to have a separate device that is used only for work, such as a company-supplied laptop. Since most of us will not have devices supplied to us, the next best would be to use a device that has minimal other use: Try not to use a computer that the rest of the family uses. If others use the computer, create a new user login and use that for work only. Keep all your work files in an encrypted folder. Ensure you have security software installed on the computer you are using for work. Some of the other ways include using a Virtual Private Network, which I’ll address in the next question. What's the best way to secure your connection? Using a Virtual Private Network (VPN) is a must. Hopefully, your work will provide a VPN connection for use. With the spread of cloud data storage, ensuring all connections are secured (the little lock icon in your browser is visible) is a must. If you have a work laptop/computer assigned to you, do you need to take additional steps to secure it while working from home? Much like being in the workplace, the same rules apply: You should log out of the device once you are done working for the day. This prevents accidental use of the computer by others in the home. Turning the device off when not in use is a good way to ensure this. The device needs to be physically secured as well. If the device does not have an anti-virus software program installed from work, you need to ensure it has it before you use it at home. What are the biggest red flags you should look out for? Be wary of emails. Many people mix their work and personal emails when working from home. You may receive a phishing email to your personal email that is aimed at accessing your work email and computers. Cybercriminals are aware that many people are working from home and trying to gain access to company networks by breaking into home computers and waiting for the user to log into company networks or cloud storage. And don’t forget … Updates. Do them as often as possible. Keep your computers updated. This includes not only the operating system but all the other programs installed on the machine. Cybercriminals are targeting all the other software on the computers as the operating systems are getting harder to exploit. There are programs available that can inventory the software on a computer and tell you which programs need updating. Looking to know more? Then let us help. Dr. Jeffrey Morris is an assistant professor at Augusta University’s School of Computer and Cyber Sciences. He’s available to speak about keeping your home office safe – simply click on is icon now to arrange an interview today.
The Rise of "Don't Weigh Me" Cards
Stepping on the scale is an inherent part of the American healthcare experience. But does it have to be? Healthcare professionals and patients say not necessarily. For patients struggling with mental health, eating disorders, or other body-related concerns, being forced to step on the scale may cause significant distress. Because of this, the "don't weigh me" card has become increasingly popular. Born from the desire to make a trip to the doctor a more inclusive, less stressful experience, the cards sit in waiting rooms across the country and allow patients to discreetly make a choice: Would I like to be weighed today? Similar in size and shape to a business card, patients may grab a card and hand it to the provider before the start of the appointment, indicating the patient should not be weighed and that any discussion around weight should only occur if permission is given. According to Rebecca Shenkman, MPH, RDN, LDN, director of the MacDonald Center for Obesity Prevention and Education at Villanova University, "to be effective and emphatic providers, it is important to ensure a safe and comfortable environment and for the patient to feel seen and heard—and one such way is asking permission to be weighed (if the medical situation does not require a weight)." "This shows patients that their provider respects their voice and choice” Shenkman says. "'Don't weigh me" cards are a tool that providers should recognize as a good 'pause button' that allows them to re-center patient care on the individual and not have a conversation guided by a scale number or attribute certain symptoms or conditions to weight." Healthcare providers may express weight biases that prevent patients from receiving effective care. The provider may correctly or incorrectly attribute a patient's health concerns to weight and overlook additional factors not correlated with obesity. And while obesity is certainly a chronic and progressive medical disease that should not be ignored, there is more to a patient than a number on a scale. "A barrier to effective healthcare utilization is the prevalence of weight bias towards individuals with obesity. A first step to reducing bias is to acknowledge the issue exists and to recognize one's own biases, which may intentionally or unintentionally result in unfavorable behaviors and attitudes towards individuals with obesity," says Shenkman. While communication about weight-related health is important and many times necessary, to center the dialogue on weight alone means missing out on other potential issues. "By letting patients lead the conversation, having an open dialogue and practicing shared decision-making, and approaching the discussion around eating habits and weight-related behaviors within the broader context of health, patients are likely to be more receptive to medical advice given and seek future care." When patients are allowed to choose to be weighed, they are empowered to make their own decisions surrounding their care. "Don't weigh me" cards help provide peace of mind and a comfortable environment for all people, allowing providers to act more effectively and patients to seek out effective care more often.
Companies face unique marketing challenges during Olympics due to human rights concerns
Many companies have used the Olympics as an ideal platform for positioning their brand to worldwide audience. However, with the games being held in a nation facing international criticism over human rights and privacy issues, the 2022 Olympics in Beijing Feb. 4-20 will present challenges in marketing. Kim Saxton, clinical professor of marketing, said China’s human rights policies present a predicament for Olympic sponsors. While some companies – such as the Coca Cola Co. – have said they won’t advertise at the games, others that do may take a different approach than they have in the past. “It creates an interesting challenge. There is more airtime available and the controversy is stoked. The athletes deserve the support. In fact, they depend on it. But with the U.S. government not sending a delegate, it creates an air of caution,” Saxton said, adding “the U.S. government has not expressly said that companies cannot advertise. “There are other issues to consider as well. First, the winter Olympics have been very quiet. It’s quite unusual to have summer and winter Olympics within one year. Many consumers need that bi-annual cadence in order to process information about the Olympics and get excitement up,” she added. “Many Americans right now probably cannot name an athlete in more than one sport. And the games start in about two weeks. “Traditionally, the Olympics is one of the few places that advertisers can find a critical mass of viewers on TV today. The Super Bowl, the Olympics and the FIFA World Cup are the largest TV audiences. So, advertisers have to be creative this year. Some will not mention the host city. Some will run ads that don’t mention the Olympics. Some will stay away. Finally, some will move their efforts to PR. They will balance a fine line of promoting their brands and athletes, while not promoting China.” Saxton can be reached at mksaxton@iupui.edu.
Kelley expert: Olympics could be targeted by hacktivists, others seeking to embarrass Beijing
Scott Shackelford, associate professor of business law and ethics at Kelley, IU Cybersecurity Risk Management Program chair and director of the Ostrom Workshop Program on Cybersecurity and Internet Governance, said the high-profile diplomatic breach leading up to the games — including the boycott led by the United States – “means that the games could be targeted by hacktivists and other groups seeking to embarrass or otherwise harass Beijing.” Scott Shackelford “There are always issues associated with the Olympics given that they are a target-rich environment for criminals seeking to target athletes and spectators alike,” Shackelford said. “Beijing’s harsh data localization, cybersecurity, and cyber sovereignty laws also raises human rights concerns for athletes and reporters attending the games.” He also noted that ironically while the Olympic games generally often coincide with a peaceful break from ongoing geopolitical tensions, this might not last long. “Witness the Russian invasion of Crimea three days after the 2014 Sochi games concluded,” he said. Shackelford can be reached at sjshacke@indiana.edu.
State-sponsored computational propaganda is a potential threat during the 2022 Winter Olympics
Sagar Samtani, assistant professor and Grant Thornton Scholar, whose research centers on AI for cybersecurity and cyber threat intelligence, is particularly watching two major cybersecurity issues during the 2022 Winter Olympics in Beijing Feb. 4-20. “The Olympics are an international, global event. As such, there are often political undertones and agendas that may drive how countries present themselves. Disinformation, misinformation, and computational propaganda that are state-sponsored or provided by individual threat actors could pose a significant threat,” Samtani said. Samtani noted that this will be biggest Olympics for streaming services. For example, NBC Universal will present Winter Olympics record of over 2,800 hours of coverage. But this move away from network reliance on broadcast channels could present a tantalizing target for hackers. “The Olympics are a widely covered, highly publicized TV event. In recent years, streaming services have grown in popularity, while conventional satellite and cable services have declined. As such, the concerns around denial-of-service attacks against prevailing streaming services as it pertains to viewing the Olympics is a very real concern,” he said. Samtani can be reached at ssamtani@iu.edu
Free masks are coming - here's what you need to know
As stores across America prepare to receive "the largest deployment of personal protective equipment in U.S. history," UConn epidemiologist Dr. David Banach is answering the questions about N95 respirators, how they work, and how to use them properly in a new interview with Buzzfeed news: There are several different types and shapes of N95s; some look like duck bills, others like domes, and several have three panels. The main difference between nonsurgical and surgical N95s is that the latter are also fluid resistant to protect doctors and nurses from blood and other bodily fluid sprays, Dr. David Banach, an infectious disease physician and hospital epidemiologist at UConn Health of the University of Connecticut, told BuzzFeed News. ****** N95 respirators are regulated by the US with standards set by the National Institute for Occupational Safety and Health (NIOSH), while KN95s (and KF94s and others) follow international standards, meaning they also should screen out about 95% of germs and particles, but their effectiveness can vary between brands sold in the US. That’s why Banach advises extra caution if you choose to wear these masks. ****** N95 respirators do expire, Banach said, but it’s usually several years after they are made. As long as you store your N95s according to its box instructions, you’ll be fine — unless you’re saving them for the next inevitable pandemic. Dr. David Banach is an expert on infectious diseases and epidemiology and is a leading expert on COVID-19 in America. To book an interview with Dr. Banach, click on his icon today.
The world's gone crazy for Wordle - Our expert explains why
You can't avoid it these days - Wordle is everywhere. Social media is peppered with people's results, it's the topic of talk shows, and even SNL did a parody of it - essentially baptizing Wordle as a part of American culture. It's a phenomenon that has caught fire - and media everywhere are trying to figure out why. That's why when the Washington Post was trying to spell out just what makes Wordle so enticing - the reporter contacted Dimitris Xygalatas from UConn to get to the source of this five-letter craze. In the beginning, Americans created sourdough starters. As people looked for rituals to cope with the early uncertainties of the pandemic, many bought Peloton bikes, built gardens and watched “Tiger King.” And in Brooklyn, a software engineer said: “Let there be Wordle!” And there was Wordle. Big-time. In recent weeks, the online game has become a kind of ritual for its players, who pilgrimage daily to a website to solve a five-letter puzzle. After completing the game, many share their score with their friends, along with the grid of yellow and green squares that show how many tries it took them to solve the puzzle. The game with no ads was created in late 2021 by Josh Wardle for his partner as a way to kill time during the pandemic. Humans’ brains are designed for pattern-seeking in order to help us make sense of the world, said Dimitris Xygalatas, an anthropologist and cognitive scientist at the University of Connecticut. When humans aren’t able to find patterns, we can experience stress, he said. Something like doing Wordle daily can give people a sense of regularity and a sense of control. Xygalatas’s studies have found that people who participate in collective rituals have lower levels of cortisol that correspond with lower stress and are often able to build social-support networks. This is why, he said, communal rituals — such as cheering for health-care workers from apartment balconies — took off in the early months of the pandemic. “Our mind craves regularity,” he said. “It’s one of the main ways we try to fight anxieties.” Professor Xygalatas is an anthropologist and cognitive scientist at the University of Connecticut who specializes in some of the things that make us human, including ritual, sports, music, cooperation, and the interaction between cognition and culture. He is available to speak with media, answering all your Wordle questions. Click on his icon to arrange an interview today.
