Bilingual and bicultural Latino Americans often serve as “digital sherpas,” or guides, for foreign-born family members who have yet to master the American ethos and language. Navigating the intersectionality of both U.S. and Latino value systems, these interpreters often inform brand and product purchases, search, and content consumption for friends and family members from an early age.
As first reported by Inside Radio, Nielsen will no longer include the ratings for non-subscribing radio stations in the summary dataset that fuels the major buying systems used by agencies and advertisers. The new policy goes into effect in 2021 and ad agencies are still figuring out how to deal with not having a view of the total market when placing ad buys.
Verizon and its ad agency McCann Worldgroup received top honors, winning the Best in Show award in the 2020 ANA Multicultural Excellence Awards competition for the campaign “Love Calls Back.”
The Comcast NBCUniversal Foundation and NBCUniversal Owned Television Stations (NBC/Telemundo owned stations), announced their “Project Innovation” competitive grant challenge will return for a fourth consecutive year when applications open on January 8, 2021. Applications can be previewed now at nbcuprojectinnovation.com and in Spanish at nbcuproyectoinnovacion.com. The online application process runs from January 8 to February 12, 2021. Grant winners will be announced in May 2021.
CPG retailers and manufacturers: Say farewell to the record sales growth the industry has experienced this year. Year-over-year sales comparisons continue to track above pre-COVID-19 conditions in most markets, but the huge sales spikes we saw in March, April and May are unlikely to be repeated in 2021.
Marketers are creating larger sets of video assets for deployment to better deal with short attention spans of consumers and to align with the way in which video is viewed.
The U.S. Census Bureau treleased its 2020 Demographic Analysis, which provides a range of estimates — low, middle and high — for the nation’s population as of April 1, 2020. Instead of collecting responses from households like the 2020 Census, Demographic Analysis uses current and historical vital statistics records and other data to estimate the size of the U.S. population. By releasing these estimates ahead of the first results from the 2020 Census, Demographic Analysis offers an independent measure of the population for comparison with the official census counts.
According to a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC), subscription video on demand (SVOD) users ages 13 to 49 have become more culturally literate, primarily due to Netflix, YouTube creators and social media featuring increasingly diverse and global content. In fact, more than half of Gen Zers and parents have watched a show in a language they do not speak, with Hispanics over indexing on this
The ANA’s Marketing Word of the Year for 2020 is particularly representative of a year marked by the ravages caused throughout the world by the COVID-19 pandemic and social justice issues.
In anticipation of massive 2021 advertiser demand, NGL is making it easier than ever for Hispanicize sponsors to learn more and take advantage of special pre-sale discounts.
Recently, Richard Bambrick posted a link to a presentation by Martin Weigel, titled How not to FAIL. The basic premise of the presentation is that nobody cares about brands and marketers would do well to remember it. I agree. But that does not mean your marketing is wasted, far from it. However, you might want to figure out how your brand can associate with something people do care about. By Nigel Hollis
Kantar’s annual industry benchmarking report identifies US retailers and suppliers that set the standard of performance, ranked by their trading partners.
2020 has been one of the most polarizing years in recent history. A global pandemic decimated the economy. The murders of Ahmaud Aubrey, Breonna Taylor, and George Floyd sparked a worldwide outcry for social justice. And the presidential election and ensuing calls for recounts and litigation gripped the nation while the world watched.
In what seems like a lifetime ago, we began the year full of ambition and resolve because 2020 represented more than a flip of the calendar. In pun worthy comparison, 2020 or “20/20” was supposed to be the year of great vision and clarity. We energized our sales teams with it and redirected our strategic plans. But now, just a month away from year-end, we realize that the clarity we sought didn’t elude us. We clashed with it violently in the streets and on the front lines.
Audio has dramatically changed since the early days of radio. With multi-media and on demand options available, there is now a dizzying array of choices that can be enjoyed wherever and whenever we want. “Audio goes beyond music to what we call Spoken Word Audio,” according to Megan Lazovick, vice president at Edison Research, “which is broader than podcasting. It is news, sports talk and play-by-play, talk and personality and audiobooks.”
The Clock Has Run Out on The One-size-fits-all Total Market Approach to Marketing
We fielded a research questionnaire from through 10/9-12/3/2020 using our +20,000 email subscribers and our LinkedIn platform. Over +4,900 executives answered the questionnaire. The results are as follows.
The pandemic-triggered drop in demand for entry-level marketing jobs appears to be recovering
In this interview, Jinghuan Liu Tervalon, an insights and strategy executive at The Coca-Cola Company, talks about her racial awakening journey and her anti-racist work in both the corporate world and the running community, while busting the model minority myth.
Spanish is the second most used language in the world and English is third; In the United States, English is the most common and Spanish is second. According to Pew Research Center’s 2013 National Survey of Latinos, 36% of Hispanics in the United states are bilingual, while 25% mainly use English and 38% mainly use Spanish (Krogstad & Gonzalez-Barrera, 2020). When it comes to advertising to Hispanics, language plays a key role and it’s important to understand the best way to convey a message to make the consumer feel understood. When deciding on how to market and advertise to Hispanics in the United States it is beneficial to consider code switching versus Spanglish as well as culture in relations to language and how it will affect the campaign. By Holly Coleman and Madison McDaniel / Florida State University
