Research

For The Culture: How Multicultural Gen Z Creators Are Shaping Brand Narratives [REPORT]

If your brand isn't co-creating with Gen Z, it's falling behind, That is not a provocation - - it's a survival strategy

The HMC 2025 Hispanic Market Guide challenges marketers to follow the growth and prioritize cultural COMPETENCY for brand success [DOWNLOAD for FREE]

The Hispanic Marketing Council (HMC) has released its highly anticipated 2025 Hispanic Market Guide as a roadmap to help marketers effectively and authentically connect with the top U.S. growth market: Latinos. The guide features business-building cultural insights, economic and sector data plus reports on media consumption, purchase behavior and Hispanic creativity.

Crowd React Media Releases Second Annual State of Spanish-Language Media 2025 [REPORT]

Now in its second year, the State of Spanish-Language Media report reveals how U.S. Hispanic audiences are engaging with media in 2025 and how they’re leading the way. Drawing from a nationally representative sample of Spanish-dominant and bilingual Hispanic adults, the study highlights how cultural identity, platform loyalty, and content preferences are shaping the media landscape across radio, TV, podcasts, streaming, and digital.

Survey: How Marketers Are Tackling Their Agency Management Models

From April through June 2025, select ANA members were invited to answer a brief survey on their agency roster strategies.  Their responses reveal what matters most to clients when selecting new agency partners, the most popular agency roster constructions, and whether roster sizes are expected to grow over time.

Search advertising claims nearly a quarter (22%) of media budgets and expands reach to social and video platforms

The search landscape is evolving beyond traditional search engines to social and video platforms, and is outpacing AI search. According to WARC Media, search advertising now accounts for nearly a quarter (22%) of all media budgets, and forecasts global search advertising spend to reach $248.6bn this year, rising to $265.5bn in 2026.

The limits of AI in Marketing Mix Modelling 

In this latest edition, Inés Miranda, Group Director, Marketing Effectiveness, Ebiquity Iberia, delves into a topic transforming the marketing analytics landscape: the role of Artificial Intelligence in Marketing Mix Modelling (MMM). While AI offers remarkable speed, precision, and scalability, Inés explains why human expertise remains irreplaceable. From data quality and interpretability to the critical need for context and emotional intelligence, this piece unpacks the strengths and limitations of AI in MMM. Discover why hybrid intelligence – the fusion of machine efficiency and human insight – is the key to navigating today’s complex marketing challenges with trust and effectiveness.

Early bird insights: The secret to soaring ad effectiveness

The ability to swiftly and accurately gauge the potential of creative ideas can magnify your long-term advertising impact

IPSOS GENERATIONS REPORT 2025 [REPORT]

Too much generational analysis remains grounded in stereotypes and loaded with cultural baggage. Age groups are far from monolithic – as the growing evidence base about the different outlooks of Gen Z men and women illustrates.

MEGA 97.9FM NEW YORK AMONG THE TOP 10 MOST LISTENED-TO RADIO STATIONS IN THE U.S.

Mega 97.9FM (WSKQ-FM), the flagship Spanish-language station of Spanish Broadcasting System, Inc. (SBS) in New York, has been recognized in the latest Inside Radio report as one of the Top 10 radio stations with the highest cumulative audience (cume) across the United States, according to Nielsen data for Fall 2024 and Winter 2024-25.

The Secret of Meaningful Brands

Brands exist only in the minds of consumers. They are the intangible web of mental connections between the brand and a host of possible associations: what we know or have learnt about it, what we have experienced, and what we feel. The job of marketing is to create and feed these connections, and to make sure that the connections have meaning to consumers.

Podcast Listening Grows as Video Redefines the Podcast Landscape [REPORT]

Edison Research’s The Podcast Consumer 2025 charts the continued rise of podcast listening in the U.S and underscores the significant appeal of video podcasts.

Americans’ Views on Who Influences Health Policy and Which Health Issues To Prioritize [REPORT]

Americans are in the midst of ongoing discussion and debate about which health issues are most pressing and who should play a role in addressing them. According to a new Pew Research Center survey, a solid majority of U.S. adults (69%) say health insurance companies have too much influence on public debates about health policy.

What Brands Get Wrong About the New America, Navigating Cultural Nuance [PODCAST]

In this episode of The New Mainstream podcast, Julia Glidden, Group President, U.S. Public Affairs and Ruth Moss, SVP, Senior Client Officer at Ipsos North America unpack the findings from the newly released “Know the New America” report that explores how political, cultural, and economic shifts are transforming the consumer and business landscape.

America’s Best Shopping Destinations

A new study has identified the states with the most top-rated shopping malls in America.   The research, conducted by Digital Directory Express, analyzed data on the top 400 shopping malls across the U.S., evaluating both the number of high-ranking malls per state and individual mall ratings based on consumer reviews.

TV Ads Rival Doctors in Driving Awareness of New Medications Across Key Demographics

More than half of Americans find new medications through CTV and linear ads, according to recent data in pharmaceutical advertising

2025 Deloitte Back-to-School Survey

In our 18th annual Back-to-School Survey, families are sharpening pencils and their budgets. They’re approaching their second-largest annual spending event1 with a note of restraint, given current economic and household financial positions. Despite the uncertainty, parents appear confident they can replace clothing and refill backpacks by leaning on the savvy shopping habits they’ve honed during the past few years of high prices. Expected spending per child ($570) is flat year over year, as parents expect to focus on just the essentials. Retailers that can appeal to the value-seeking consumer will likely be best positioned to capture part of the $30.9 billion in potential sales (flat YoY) up for grabs.

10 facts about teens and social media

Public health experts, lawmakers and parents have cautioned about the effects of social media on America’s teens. But what do teens themselves think? In 2024, Pew Research Center surveyed U.S. teens ages 13 to 17 – and their parents. We asked about teens’ experiences with social media and their views about its impact on their lives

83% of U.S. adults use streaming services, far fewer subscribe to cable or satellite TV

Is streaming king? Most Americans (83%) say they watch streaming services, with Netflix and Amazon Prime Video being especially common. Far fewer – 36% – say they currently subscribe to cable or satellite TV at home, according to a new Pew Research Center survey.

How Brands Should Navigate Recession Anxiety on Social Media

For brands, 2025 has posed a critical moment. Economic uncertainty has become a constant backdrop to consumer life, and it's showing up online as recession anxiety, shaping what people post, how they shop, and whom they trust. From the return of "victory gardens" as emblems of resilience to the continuing spread of #recessioncore memes on TikTok, social media is where collective anxiety is meeting cultural expression.

Audio Brings Better Moods, Joy, Coping to Gen Z  [REPORT]

The Gen Z Audio Report includes a new online survey of more than 2,000 listeners ages 13-24 and reveals not only how Gen Z discovers new content and what they consume, but how audio enhances their lives.