Numerator

Numerator survey: Majority doubts sugar tax effectiveness

A Numerator consumer survey published on Lebensmittelzeitung reports a mixed picture around the planned sugar tax. The survey suggests many consumers are price-sensitive and that a majority express doubts about the tax's effectiveness. The article, written by Hans-Jürgen Deglow, presents the survey as an indication but notes uncertainty about how the sugar tax would actually affect purchasing behavior.

Always Discreet, NFL Partner to Normalize Bladder Leaks

Always Discreet, the Procter & Gamble-owned adult incontinence brand, has partnered with the National Football League on "Protect the Moment," the largest campaign in the brand's 12-year history. The campaign features real mothers of NFL players and aims to reduce stigma around bladder leaks; the article cites that 60% of women aged 45+ experience bladder leaks. The partnership leverages the NFL's large female viewership and data from Numerator showing football is the most-watched sport among adult incontinence consumers.

World Cup Hydration Breaks Created Two-Minute Premium Inventory

FIFA introduced scheduled hydration breaks—just over two minutes long—into every World Cup match across 104 games, creating premium ad inventory with streaming CPMs forecast at $60–$120. The article outlines significant measurement challenges: multi-surface fan journeys (OOH, streaming, geofenced push, retail) are difficult to stitch together, many OOH exposures leave no device ID, and buy-side leaders report CTV impressions are often missed. Industry data points cited include Numerator survey results, eMarketer and WARC spend forecasts, and projected broadcaster revenue. The author argues marketers should combine marketing mix modelling (MMM) with incrementality testing to connect tournament buys to commercial outcomes and quantify the value of new inventory like hydration breaks.