Spanish-Language Selling Points: Data Proves The Undeniable Purchasing Power of U.S. Hispanics
Hispanics are currently the fastest-growing demographic in the nation, and already make up 18 percent of the total U.S. population. And yet, despite these numbers, marketers have been slow to connect with U.S Hispanics as consumers. For a long time, advertisers lacked definitive data that could justify investment in reaching Hispanic consumers, particularly through Spanish-language TV. Until now. By Carrie Stimmel – EVP, Lifestyle & Hispanic Advertising Sales, NBCUniversal
Whether you’re selling an innovative new razor, a new season of a television series or a provocative message for an established sporting goods brand, it’s all about the launch. Making a big splash—the right kind of splash—plays an increasingly critical role for long-term success in consumer markets.
CMC: The Voice of Hispanic Marketing announced that its annual multicultural marketing summit will take place at the Westin Hotel Times Square in New York City from April 27-29, 2020.
In the next few weeks, I’ll be completing my tenure as the CMC Chairman of the Board, and after two exciting and productive years, I’ll be passing the baton to my colleague Gonzalo del Fa. It’s only fitting to look back as well as ahead, and reflect on the state of our industry and the future of our organization. by Isaac Mizrahi – Co=President of ALMA / Chairman of the Culture Marketing Council
Media rebates are the top issue contributing to the breakdown of trust in the advertising ecosystem, according to a new survey from ANA (Association of National Advertisers) and its outside counsel, Reed Smith.
It’s time to #SEEALL.
According to Vincent Létang, EVP Global Market Intelligence and author of the report: “The US ad market had a great first half thanks to a strong economic environment as well as media innovation and a dynamic technology vertical. Digital media ad sales matured, as expected, but continued to grow close to +20% yoy, while editorial media performed better than expected thanks a recovery of radio, and OOH in full swing. We forecast an 11th year of growth in 2020 as record political spending will generate an all-time high of $5.5 billion in incremental ad revenue and mitigate the effect of the expected economic slowdown”
GroupM and eight of the industry’s media, technology and publishing organizations announced the formation of the New Majority Ready™ Coalition. Led by GroupM, and comprised of Disney, Google, iHeartMedia, Meredith Corporation, NBCUniversal, Twitter, Univision and Viacom, the coalition’s aim is to help brands better adapt to the changing U.S. demographics and assist in developing their audience planning and media strategies accordingly.
A new study that proves the incremental value of genuinely reflecting culture in marketing creative was unveiled today by The Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM). The Cultural Insights Impact Measure™ (CIIM™) was developed by AIMM in partnership with NBCUniversal and AIMM member companies. CIIM™ evaluates advertising creative in various categories and identifies the impact and effectiveness of cultural insights in ads and programming on increased brand relevance, ad relevance, purchase intent lift, and loyalty.
The U.S. Hispanic population is diverse. These nearly 60 million individuals trace their heritage to Spanish-speaking countries in Latin America and to Spain, each with distinct demographic and economic profiles. But as migration patterns from Latin America change, the origins of U.S. Hispanics are beginning to shift. Here are key facts about how the U.S. Hispanic origin groups are changing and how they differ from one another.
My colleague Daren Poole pointed me to a study by the Financial Times (FT) and the Institute of Practitioners in Advertising (IPA) designed to understand why the balance of marketing spend has shifted from brand-building to performance campaigns. It suggests that poor knowledge of how brands create value over the short and long-term may be at fault. by Nigel Hollis
In partnership with Univision, CivicScience conducted a study looking at the importance of diversity and inclusion among the U.S. Hispanic adult population, compared to non-Hispanic adults both within the workplace and in advertisements. There are huge learnings brands and advertisers should know.
Early in the digital era, Hispanics lagged significantly in internet access, but that’s changed mainly due to smartphone adoption. These days, Hispanics are avid users of social media and digital video—though they do lag behind in having home broadband.
“Half my advertising spend is wasted; the trouble is, I don’t know which half.” This quote is regularly attributed to either U.S. retail magnate John Wanamaker or to UK industrialist Lord Leverhulme, depending on which side of the Atlantic you were trained. The quote has become a cliché for the uncertainty about the effectiveness (or ineffectiveness) of advertising.
The U.S. Multicultural Media Forecast 2019 is a new study conducted by PQ Media on behalf of ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) that identifies a clear opportunity for more marketers to engage multicultural consumers to drive business growth. The following provides ten interesting insights from the study. By Bill Duggan
As the summer movie season winds to a close, and the conversation around immigration continues to simmer, one place where audiences won’t find the Latino community is in popular films, according to a new study.
The consumer packaged goods (CPG) industry spends billions of dollars on traditional advertising such as TV, out-of-home (OOH) and print. But digital advertising is changing the way CPG brands market their products.
Currently, more than 64 million Hispanics live in the United States, making this group the second fastest-growing population segment since 2000, with 83% growth.
In the latest edition of its annual report, the Selig Center for Economic Growth at the University of Georgia’s business school pegged total buying power of the US Hispanic population at $1.539 trillion in 2018. Having added more than $500 billion since 2010, this figure is expected to grow nearly $400 billion more by 2023.
