When Emotions Lead, Audiences Follow

How Emotion, Empathy, and Intelligence Are Fueling the Next Era of Media Strategy

At this year’s CTAM Think conference, Magid’s Jill Rosengard Hill, an expert in media and consumer research, had the opportunity to join an exclusive group of media leaders to share how data-fueled emotional intelligence is shaping the future of content strategy. She spotlighted how Magid is pioneering new tools like EmotionalDNA® and Brand eDNA® that illuminate the ‘why’ behind the ‘what’ with emotional insights, and other tools like Collaborator that drive data activation. From emotion-based targeting to the evolution of creator culture and the rise of AI-led engagement, the core message was clear: 

Emotion isn’t a soft metric — it’s a strategic driver of performance.

The Power of Emotional Intelligence in Media

Magid’s brief presentation centered on one big idea. Emotions drive action. Especially in a media landscape cluttered with content and fragmented attention, brands that align emotional tone with audience expectations are winning.

Using our proprietary frameworks — including EmotionalDNA®, Brand eDNA®, and Collaborator — Magid empowers brands to go beyond demographics and behaviors to connect with audiences emotionally. These tools decode how viewers feel, what resonates, and how to act on that intelligence across marketing and content workflows.

Real-world application has shown measurable impact:

• +18% viewer conversion through emotionally optimized marketing.
• +12% retention when matching emotional tone to the audience.
• +8% improvement in advertising efficiency and media planning.

This isn’t just storytelling. It’s performance strategy, grounded in empathy.

What the Broader Industry Is Thinking About

CTAM’s speaker lineup brought a powerful range of perspectives to the table, from digital transformation to the evolution of creator-led media.

1. The Creator Economy Is Reshaping Expectations

J.D. Connor (USC) shared a layered look at how creators today aren’t just individuals making content. They’re media ecosystems. From “mega-reviews” to behind-the-scenes narratives becoming content themselves, fans aren’t just watching stories. They’re a part of them.

Key takeaway: niche audiences, served well, hold massive power. A point echoed by Magid’s own findings around fandom, content curation, and emotional alignment.

2. Culture Change Comes Before Tech

Dennis Mathew, CEO of Optimum, outlined how prioritizing internal cultural alignment, before pushing tech or product changes, was essential to driving transformation. It’s a reminder that data, emotion, and leadership must move in sync to create customer trust and momentum.

3. Speed, Empathy, and AI Must Coexist

Across the board, speakers emphasized the need to act quickly but humanely. Whether it’s generative AI, new billing platforms, or media fluidity across devices, audiences expect simplicity while craving authenticity. And brands that ignore the emotional experience risk falling behind.

Connecting Streaming Content to Culture

One standout insight from Magid’s contribution: emotional alignment doesn’t live in a vacuum. Whether the content is a football game or a mid-season drama, our research shows there are shared emotional tones that drive cross-genre tune-in and viewer loyalty.

We help clients answer tough questions:

• What tone should lead a new content launch?
• How can sports fans be converted into entertainment viewers?
• Which messages work best in high-churn environments?

It’s a dynamic dance between creative intuition and data discipline. One we’ve built tools to choreograph.

The Road Ahead

Magid continues to evolve our emotion-driven and activation products, including:

• EmotionalDNA®: Quantifies the “emotional connections” across a landscape of 10,000 entertainment assets.
• Brand eDNA®: Maps how consumers feel about your brand and why that matters. 
• Collaborator: A content generation and performance tool, creating on-brand, data-informed content for Sales and Marketing — driving impact, speed and resonance.

As the conversation around AI, media fragmentation, and fandom continues to unfold, Magid remains focused on one truth: 

When you understand what your audience feels, you don’t just market. You matter.

Ready to explore what emotion-driven activation can do for your business? Reach out to Jill Rosengard Hill at jrosengardhill@magid.com to learn more.