Telemundo Deportes, in an exclusive partnership with Turnkey Intelligence – MarketCast, today released a brand study that evaluates the latest trends, popularity, and perception of sports among Hispanic fans. The study confirms that Hispanic sports fans continue to be a driving force in the consumption of live sports programming and have strong recall and affinity for sponsors associated with the sports they follow.

When Yale professor Cydney Dupree and her colleague analyzed more than two decades worth of political speeches and conducted experiments searching for bias when communicating with racial minorities, they were surprised by what they discovered. According to their report, published this year in the Journal of Personality and Social Psychology, conservatives generally addressed whites and minorities similarly, but liberals were likelier to modify their speech and “patronize minorities stereotyped as lower status and less competent.”  By Giancarlo Sopo / Courtesy of USA Today

The term “Latinx” is trending and has seen a steady uptick in search over the past two years, peaking in 2019:  It is during this “Latinx apex” that we decided to take a closer look at how popular the term “Latinx” really is among U.S. Hispanics and if it has staying power.

Mike Agovino makes no bones about it: Nielsen Audio and, before that, Arbitron, did a disservice to Hispanic radio in the nation’s No. 1 Spanish-language media marketplace by shifting to Portable People Meter (PPM) exposure-based methodology.  Based on that methodology, Agovino says the E-Plus test results point to “a very healthy state” for Spanish-language radio and its competitive position in Los Angeles.  By Adam Jacobson

Financial independence is one of the many markers used to designate the crossover from childhood into young adulthood, and it’s a milestone most Americans (64%) think young adults should reach by the time they are 22 years old, according to a new Pew Research Center study. But that’s not the reality for most young adults who’ve reached this age.

A new report, The Older Population in Rural America: 2012-2016, shows that 17.5% of the rural population was 65 years and older compared to 13.8% in urban areas.

Nearly nine-in-10 (87%) of Gen Zers are worried for the environment and the planet, according to the 2019 Porter Novelli/Cone Gen Z Purpose Study. The study, surveying Americans ages 14-22, examines this emerging generation's expectations of and attitudes toward company involvement in social and environmental issues – and the actions they are willing to take to positively impact topics they care about.

Latinos aged 50 and older spend an average of $46 per month on beauty and personal grooming products, nearly double the $25 spent per month by the general 50-plus population. Despite spending nearly $7 billion in annual U.S. sales, 69 percent of Hispanics report feeling that the beauty and personal grooming industry treats people their age as an afterthought, a new AARP survey has found.

As the first generation born and raised in a smartphone-powered world, Gen Z (born 1998 or later) seems destined to have profound connections with and feelings about technology. New insights from GfK Consumer Life suggest that these effects are even more pronounced among Gen Z women, who love new gadgets but question their impact on quality of life.

New global research released by Accenture Interactive offers guidance to chief marketing officers (CMOs) on strategies to use data respectfully and responsibly at a time when a majority of consumers (69%) would not do business with a brand if their data usage was invasive.

 

In response to a recent op-ed about the missed opportunity in the streaming service market among Hispanics, Jose Villa, president of Sensis, notes that “the Hispanic market has been targeted sparingly and with mixed results by streaming video and OTT players” and opines that “Spanish-language content preference and consumption provides the best basis for identifying a unique market opportunity for streaming video in the U.S. Hispanic market.”  By Adriana Waterston - Horowitz Research

With research, data, and insights commanding media attention today, an organization such as the Advertising Research Foundation ( ARF ) must help its membership understand and navigate the impact. The ARF is well prepared for this task. Its mission, according to Scott McDonald , chief executive officer and president, is “to further, through research, the scientific practice of advertising and marketing.”

Consumer confidence among Hispanics in the United States jumped in the third quarter of 2019 as optimism grew for the economic outlook for the U.S., according to a new national consumer sentiment index conducted by the Florida Atlantic University Business and Economics Polling Initiative in FAU's College of Business.

At this year's Advertising Week New York , brands, advertising agencies, and technology platforms came together to share insights around a common theme: How do we better align to customer expectations in an age of constant digital disruption?

Marketers can become a bigger part of the emerging cultural conversation across platforms. Streaming media has opened doors to brands trying to reach Hispanic consumers.

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