Article placement: Top News

Linear TV Viewership Drops Nearly 50% As Streaming Services Ramp Up In 2019

Despite losing subscribers for the first time in the past eight years, Netflix is still the preferred method used for watching TV programs among U.S. consumers, followed closely by YouTube. Preferred by 61% of consumers for the past two years, the streaming giant’s dominance hasn’t been marked so much by growth as it has been by the drastic decline of Live TV across 2017, 2018, and 2019. In a matter of 3 years, linear television went from 68% in viewership down to 36%.

CBS and VIACOM to combine

CBS and Viacom, two of the world’s leading entertainment companies, announced they have entered into a definitive agreement to combine in an all-stock merger, creating a combined company with more than $28 billion in revenue.

La Oportunidad Latinx – Cultural Currency and the Consumer Journey [REPORT]

In the U.S. today, Latinx consumers are melding the physical and digital worlds to create personalized, culturally relevant shopping experiences on their own terms. These consumers’ paths-to-purchase, or consumer journeys, are social and circular. Purchase decisions can be frequently traced to the recommendation of a friend, family member or consumer review website. And, because Latinx consumers are so digitally connected—97% of Latinx households own a smartphone, and Latinx consumers spend over 27 weekly hours using apps and the web on smartphones—the consumer journey plays out in real-time. Brands that are not attuned to Latinx values and habits stand to miss out on this powerful market, which is reshaping the U.S. mainstream.

Influencers Have More Sway Among D2C Shoppers

Scrolling through social media, it’s hard not to be influenced by influencers. Do you need another carry-on bag? Probably not. But do you have to have it after you saw an influencer capturing its essence on the hills of Santorini, and you suddenly saw yourself there? Of course you do.

Univision launches Bilingual Podcast

Univision Communications Inc and POPSUGAR announced the launch of “Juntos We Shine,” a new podcast that showcases the stories of remarkable men and women who are committed to making a difference in their communities. “Juntos We Shine” marks the first time that POPSUGAR has teamed up with the Spanish-language media company for a podcast.

Planning hypochondria

By Gonzalo López Martí ? Creative director, etc. – LMMiami.com

  • The brand of creativity we sell at Madison Avenue is increasingly stale, flat footed, devoid of reflexes.
  • Clients are culprits of this reality too but, hey, a large chunk of our job description involves taking the fall for our clients’ mistakes.
  • The proverbial scapegoat.
  • We get paid for that too.

Real marketing effectiveness requires a good sense of balance

I often assert that everything a company does builds its brand – advertently or inadvertently. But it is all too easy to get fixated on one aspect of brand building, whether it is customer experience, creating buzz or price promotion. Real marketing effectiveness requires finding the right balance of investment across three stages of the buyer life cycle.  by Nigel Hollis

Seven Reasons Why Your Multicultural Marketing Plans Didn’t Work

When I sit down with marketers who claim their multicultural marketing efforts didn’t work, I try to dissect the underlying reasons of this potential failure and curious enough, most marketers don’t even know these reasons themselves. In this article, I am focusing on my experience comparing what separates successful from unsuccessful multicultural marketing programs.  By Isaac Mizrahi – CCo-President of ALMA

Puerto Rico Ad Agencies Association suspends KOI Ad Agency

The Puerto Rico Association of Advertising Agencies suspended the membership of KOI advertising agency due to its president’s participation in the controversial chat messages that have rocked the administration of Gov. Ricardo Rosselló Nevares.

How Authentic Can an Influencer Really Be? [PODCAST]

eMarketer principal analyst Debra Aho Williamson discusses the influencer shift toward authenticity, and why influencer marketing may soon become regulated. She also assesses Facebook’s mind-reading program, a TikTok smartphone and Apple’s new credit card.

More Consumers Will Continue to Drop Pay TV Because of Price Hikes

Cord-cutting has often been described as consumers adopting over-the-top (OTT) services while dropping their pay TV subscriptions, but our latest forecasts show that subscription OTT adoption has begun to stabilize while decreases to the number of pay TV households is accelerating.

Battle of the Brands: Consumer Disloyalty is Sweeping the Globe

Now more than ever, global consumers are flirting with and cheating on their favorite brands—many of which they’ve held near and dear for years. Whether they’re doing so to stay current with the latest trends or to simply try something that piques their curiosity, “new” has greater pull these days than tried and true. But while choice is fantastic for consumers, this new addiction to newism is leaving established companies heartbroken and desperate for a second chance.

When Will Procurement Do What It’s Supposed to Do?

Before it became involved in the media industry, procurement worked effectively in manufacturing and distribution, ferreting out non-value-added costs, improving processes, closing factories, investing in suppliers, and eliminating complexity. The result: improved quality and lower costs. Exactly the opposite has occurred in the media industry.

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