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Consumers Value Black, Hispanic Media Now More Than Ever, and Want Brands to Value it, Too

Today’s charged sociopolitical climate has underscored the importance of multicultural media for Black and Hispanic audiences, a new study from Horowitz Research finds. Three-quarters of Black (74%) and Hispanic (73%) consumers are at least occasional consumers of Black or Hispanic targeted media and 44% and 42% are frequent consumers, according to Horowitz’s State of Consumer Engagement 2020 study. The study, which was fielded in May 2020, also found that six in 10 Asians are at least occasional consumers of media targeted to them.

Ad Agencies are Complex Businesses. New Metrics are Needed for Improved Management

Advertising agencies are exceptionally complex businesses, driven by digital / social media innovations, large and fragmented scopes of work, procurement-led fee reductions, holding company-led downsizings, and client pressures to get brands moving again. Agencies have developed hyper-targeted digital executions and ROI tracking tools to help their clients. What they have not done is develop new and better metrics for managing their own businesses.

About One-in-Four U.S. Hispanics Have Heard of Latinx, but Just 3% Use It [REPORT]

Pan-ethnic labels describing the U.S. population of people tracing their roots to Latin America and Spain have been introduced over the decades, rising and falling in popularity. Today, the two dominant labels in use are Hispanic and Latino, with origins in the 1970s and 1990s respectively.  More recently, a new, gender-neutral, pan-ethnic label, Latinx, has emerged as an alternative that is used by some news and entertainment outlets, corporations, local governments and universities to describe the nation’s Hispanic population.

10 things brands must do to drive profitable growth

However, as I have often found when writing posts over the last 14 years, the subject matter got away from me and I ended up with a summation of what all brands should do to drive profitable brand growth.  by Nigel Hollis

“BOXEO TELEMUNDO” returns

“Boxeo Telemundo” makes its return to Telemundo this Friday, August 14 featuring the former World Boxing Organization (WBO) Latin Champion and Tijuana, Mexico native, Ricardo “Hindu” Espinoza against Colombian and recently undefeated fighter, Brandon “El Metrallo” Valdes for the vacant WBO Youth Super Bantamweight World Title.

2020 Best Practice Guidelines for Agency Search Consultants [REPORT]

Agency search consultants can provide a valuable service to marketers and agencies by running a well-structured agency review. This guide provides the industry with ten Best Practice Guidelines for agency search consultants, with the goal of creating an environment where all parties are clear about the role of search consultants in the agency search process.

Sporting Goods Industry Missing Hispanic Market

The U.S. sporting goods industry — which includes toys, sporting goods, and sporting goods and outdoors retailers — is greatly underspending toward Spanish speakers, according to Kantar 2019 figures. Network English-language ad spending was $173 million dollars, while Spanish-language spending was only $4 million dollars.  The numbers don’t improve much when looking at spot TV spending, with just $1 million toward Spanish spot TV by advertisers.

Media Spending in an Uncertain Environment

Clipped by shrinking budgets and C-suite demands to demonstrate ROI for all their expenditures, marketers now face a curveball the likes of which they have never seen before: dealing with the marketing impact of COVID-19 and radical changes in consumer behavior. There will be winners and losers when the dust settles, and the media-spending decisions that marketers make now will have implications well into the future.

US Mobile Ad Spending Will Manage to Grow in 2020

With mobile accounting for more than two-thirds of US digital ad spending, the pandemic’s economic effects didn’t spare mobile ad spend. Still, the format is faring slightly better than most other media and will eke out growth in 2020.

Could Advertising Be Headed to the ‘Burbs?

The biggest advertising agencies can be found in the largest metropolitan areas in the U.S. Since the days of Mad Men, Adland has been firmly centered in cities where trends are set, where art and culture thrive.  Somewhat ironically, for an industry stunted at diversity and inclusion, advertising feeds on the vibrant cultures that coalesce in urban America. So, what does the advertising industry look like without big cities? That’s a question we may be asking ourselves as the pandemic radically changes our ways—and locations—of working.

3 Key Challenges Impacting Your Demand Planning

Fast-paced changes have upended FMCG/CPG operations. Predicting demand today is increasingly complex given ongoing shifts in consumer behavior. Does your data re ect pandemic-driven shifts, or tell you what to plan for next?

D&I in the Entertainment Industry [REPORT]

The WGAW’s Inclusion and Equity Group has released its third Inclusion Report to call attention to the lack of inclusion and equity in the entertainment industry, providing detailed data on the status of writers from historically underrepresented groups.

Drive-In at The Fair partners with Talento Unlimited

Launching on August 14th the outdoor movie experience is produced by Coral Gables-based firm 3FEO Entertainment and is located on the grounds of the annual Miami-Dade County Youth Fair. The Fair’s latest attraction follows a national trend that has seen drive-in theaters making a comeback amid concerns over the coronavirus.

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