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Mr. Spock Goes to the ANA

Introducing Logic into the Quest for a Total Market Approach Definition

Cantinflas and Mr. Spock walk into a bar. That’s how I wanted to start this note, but it wasn’t working, Cantinflas is too distracting. So I’ll leave him for now and hang out with Mr. Spock of Star Trek fame, a staunch purveyor of unadulterated logic.  By Pedro de Cordoba / Eventus

The help. This week: Hernán Menéndez, editor, storyteller.

Hernán Menéndez, founder & principal of The Cut Club!*, is one of the busiest and most experienced editors working in the US Hispanic ad industry today. He has 20+ years of experience “cutting commercials” (as we like to say in our racket) under his belt. He has his points of view too.   By Gonzalo López Martí – LMMiami.com

Marketers Caught Between A Rock (TV) And A Hard Place (Digital)

If you think about it, marketers today simply can’t win when making a smart decision about where to place their ad budgets.

TV used to be the steady rock in the marketer’s relationship with advertising: sizeable, trusted and to a degree predictable. But the once-steady rock today has many real and a few perceived flaws chipping away at its role in the media mix. Enough with the rock metaphors; allow me to explain.

1 in 5 U.S. Residents speaks a Foreign Language at Home [REPORT]

The Census Bureau recently released data from the 2013 American Community Survey (ACS), including languages spoken for those five years of age and older. The new data show that the number of people who speak a language other than English at home reached an all-time high of 61.8 million, up 2.2 million since 2010. The largest increases from 2010 to 2013 were for speakers of Spanish, Chinese, and Arabic. One in five U.S. residents now speaks a foreign language at home.  By Steven A. Camarota is the Director of Research and Karen Zeigler is a demographer at the Center for Immigration Studies.

Millennial Mothers More Apt Than Other Mothers to Filter Out Advertising, Social Media Noise

The amount of pressure mothers tend to put on themselves can lead to high levels of stress, especially when images of other mothers who seem to be doing everything right are so readily available on social media and advertising. Christine Wilson, founder of MtoM Consulting, spoke with eMarketer’s Stephanie Wharton about how millennial mothers are better equipped to filter out the unauthentic noise.

Blowing Up the Paid-Owned-Earned Media Model

I would define owned media as content created by the brand that’s distributed to an audience developed by the brand via a closed platform controlled by the brand. It’s that last portion about the distribution platform that’s key, because social media, SMS/MMS, and email marketing don’t occur on such platforms. We need new language to discuss these media.

7%-9% Ratings Lift from Out-Of-Home [INSIGHT]

Nielsen  unveiled the results of a new TV measurement test in Chicago that captured out-of-home viewing data using the Portable People Meter (PPM) panel over a three-month period beginning in April of this year. The test revealed, over the total day 5 a.m. to 5 a.m., that out-of-home viewing added a 7% to 9% ratings lift for audiences aged 25 to 54.

Many Americans Find Their Heroes in Family Members [INSIGHT]

When the Harris Poll asked American adults to consider the top three people they admire enough to call a hero, of those who answered, three out of ten listed a family member (32%), with 26% specifically referencing parents.  Apart from family members, Americans are most likely to consider members of the military (21%); religious figures (including deities) (19%); medical & emergency services personnel (18%); U. S. Presidents (17%); activists/humanitarians (12%); and celebrities (11%) to be their heroes.

Affluents not Monolithic in Media Consumption Habits

The US affluent population is growing. At the same time, digital device usage by this demographic to access media is increasing, and they own these devices at a higher rate than the general population, according to a new eMarketer report, “US Affluents’ Media and Device Usage: Avidly Accessing Media, High Digital Device Ownership Drives Usage Higher.”

Viva TV!: Hispanic Families Bond over the Small Screen [INSIGHT]

Hispanic parents are more likely to agree that “TV helps me be a better parent” than Caucasian parents, and they are much more likely to be watching TV with their children than families in the general population. These are among the key findings from a recent study conducted by Penn Schoen Berland (PSB) on behalf of the ANA’s (Association of National Advertisers) Alliance for Family Entertainment (AFE).

Buffagni launches BBQ Agency

Pablo Buffagni announced the launch of his new shop, BBQ Agency Inc. The services will include traditional and non-traditional advertising, social media, media integrations and content.

US Hispanic Mobile Buyers More Inclined to Buy, Research on Device

Nearly half of US internet users—48%—have never used their mobile device to make a purchase, according to a September 2014 survey by cloud commerce provider Avangate. And for 40% of those who have yet to adopt mobile commerce, the barrier lies in safety concerns.

Garcia named VP & GM of Multicultural Services at Comcast

Javier Garcia will join Comcast Cable as Vice President and General Manager, Multicultural Services. Garcia will report to Marcien Jenckes, Executive Vice President of Consumer Services for Comcast Cable and be responsible for directing, designing and implementing Comcast’s multicultural services strategy across all Xfinity products.

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