Dropping even lower than last year, the 2017 Emmy Awards hit an all-time low for Nielsen ratings among its primary demographic of adults ages 18-to-49.

According to Nielsen data, the industry gala captured 11.4 million viewers, barely above last year’s numbers of 11.3 million. Overnight ratings for the event dropped by 10 percent, from 2.7 to 2.5 among its key watchers—the lowest rating in the event’s history.

Magna has released its 2017 analysis, revealing a banner year for US ad revenue. The market grew by 3.6 percent this year, reaching an all-time high of $185 billion.

However, despite the record-setting revenue, industry growth is actually slowing down—2016’s figure was 5.9 percent. Analysts at Magna attribute this to increases in digital spending just barely compensating for shrinkage in TV advertising.

Marketers are shelling out for Instagram influencers during London Fashion Week, a survey by Rakuten Marketing has found.

Premium fashion brands report willingness to pay up to £93,000 for a single Instagram post, compared to the nationwide average of £60,000. The research found that these brands intend to spend an average of 40 percent of their budgets on influencers this year.

“Influencers are famous at Fashion Week, attracting lots of attention from the media and across social,” said James Collins, senior vice president and managing director for Rakuten. “However, fashion marketers have become dependent on these influencers without measuring their impact fully and many don’t have a proper understanding of what they help them to achieve from a sales perspective.”

Smaato has released a report on trends in mobile advertising, revealing that video has been the fastest-growing ad format this quarter. Spending on video ads is up 142 percent from Q1 2017, while native advertising grew only 50 percent. The largest growth in the format comes from rewarded video, where spending grew by 153 percent.

New analysis from Jumpshot reveals that Instagram has finally surpassed Snapchat in global share of new users, jumping up to 61 percent for the month of August. However, Snapchat still barely holds majority share in the US, dropping down to 52 percent of new enrollments.

A survey by Juniper Research has found that 40 percent of US iOS users do not intend to use facial recognition to authenticate payments, with 62 percent saying they preferred voice authorization instead. Security fears remains the reason, with one-third of those who don’t use contactless payment methods reporting it as their largest concern.

Millennials are the least likely to trust direct-mail advertising, according to a survey by MarketingSherpa. On average, millennial respondents reported mistrusting 30 percent of the ads they received in their physical inboxes, as compared to 23 and 20 for Gen X and baby boomers, respectively.

The fitness app market is experiencing massive gains, according to research by Flurry. Between 2014 and 2017, usage increased by 330 percent, with workout and weight loss apps accounting for 73 percent of user sessions. Fitness apps additionally trend toward frequent usage, with 75 percent of survey respondents opening their apps more than once per week, and 26 percent more than ten times per week.

The Nintendo Switch continues to outsell its competitors, according to sales figures by the NPD Group, as it has in four of the six months since its launch in March of this year. Overall, games hardware sales have increased this year by 17 percent from 2016, in large part due to Nintendo’s console offerings.

Bernstein Research has tracked a steep falloff in children’s TV watching, recording a 50 percent smaller audience in the last six years. In 2011, Nielsen registered 2.5 million daily viewers between the ages two and 11, which has dropped to 1.25 million in 2017.

“We don’t know the internal mechanics of the 50 percent decline—is it a function of the same number of kids watching, but only watching half as much—or have half of kids stopped watching linear TV altogether?” writes Todd Juenger, senior media analyst for Bernstein Research. “We strongly suspect it’s closer to the latter.”

 

(Editor’s note: This post will be updated until Friday, September 22. Got a tip? Let us know at editorial@ayzenberg.com)