Research
Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting
How would you answer? What percent of sales are driven by each element? Answers should add up to 100%.
Hispanic Radio Directory Covers Nearly 2,000 U.S. AM & FM Stations [REPORT]
BIA Advisory Services has published the second edition of its Hispanic Radio Station Directory, a free comprehensive guide to the diverse cross-section of Spanish-language stations in the U.S. and Puerto Rico. Included are nearly 2,000 commercial and non-commercial AM and FM stations in over 100 different formats that appeal to various Hispanic target segments. A companion report accompanies the directory and features proprietary analysis into the Hispanic radio market.
A Simple and Effective Guide to Segmenting Your Hispanic Market Research Sample
Conducting market research in the Hispanic market can be challenging, especially for researchers unfamiliar with the community or living in another country. Here is a quick guide to building a representative sample and obtaining accurate results.
LAY’S Teams Up with Lionel Messi for Reveal of New Soccer Rally Cry: ‘Oh-Lay’s, Oh-Lay’s, Oh-Lay’s, Oh-Lay’s’
Soccer season is in full swing and fans around the country are getting together to enjoy games, LAY'S potato chips in hand, singing the beloved "Olé" chant after every goal. Now, the iconic potato chip brand is giving fans a few extra reasons to cheer this season with help from none other than the soccer G.O.A.T, Lionel Messi, in a way only he and Lay's can.
Nation’s Foreign-Born Population [REPORT]
From 2010 to 2022, the nation’s foreign-born population increased by 15.6%. According to a new report The Foreign-Born Population in the United States: 2022 released by the U.S. Census Bureau today, the foreign-born population was 46.2 million (13.9% of the total population) in 2022 compared to 40.0 million (12.9% of the total population) in 2010.
How Immigrants Have Dispersed Throughout the Country
The number of foreign-born people in the United States rose by more than 5 million over 10 years to 45.3 million or 13.7% of the nation's population, according to the 2018-2022 5-year American Community Survey (ACS) estimates.
AM/FM Radio Elevates The Media Plan With Dramatic Lifts In Incremental Reach Among Light TV Viewers And Younger Demographics
A new Nielsen analysis reveals buying the same media plan as the prior year reaches 12% fewer consumers. Via Nielsen Media Impact, the media optimization and planning platform, Nielsen examined a frequently utilized media plan consisting of 65% linear TV, 10% CTV, and 25% digital.
Can Programmatic Advertising Be Inclusive?
While popular demand-side platforms (DSPs) like Google DV360, Xandr, and The Trade Desk offer powerful tools for reaching vast target audiences programmatically, digital media buyers for Fortune 500 companies face a more profound challenge: effectively spending the massive budgets allocated to them, especially when it comes to reaching diverse audiences.
FAST has made linear TV cool again; personalization will make it cooler
In less than 20 years, streaming video has both transformed the TV landscape and created somewhat of a mirror image of what TV looked like before streaming arrived.
Diverse Teams Can Transform Market Research: Authentic Insights Ahead [PODCAST]
In this episode of The New Mainstream podcast, Kai Fuentes, President and CEO of Ebony Marketing Systems, discusses how the market research industry can benefit from intentionally cultivating and championing diversity and inclusion.
Global Spotlight on Beauty & Appearance Report, Highlights Women’s Desire to Look Good for Themselves, Not Others
Kantar released the findings of its Kantar MONITOR’s Global Spotlight on Beauty & Appearance report, an exploration of appearance motivations around the world. Findings include changes in top motivations for consumers to look their best, consumer segments most likely to pay attention to their appearance, and emerging marketplace trends.
81% of Gen Zers Say Multicultural/Diverse Communities Greatly Shape Brand Preferences [REPORT]
Direct Digital Holdings released a new whitepaper, Cracking the Code: How Multicultural & Gen Z Reshape Mainstream Marketing. The paper features exclusive research along with insights from industry leaders and academics.
The Impact of CORRIDOS on Culture [REPORT]
With instruments and lyrics inspired by Mexican culture, Mexican Corridos are a beloved musical format attracting enthusiasts and newcomers to today's genre-blending collaborations. To better understand the impact of Corridos on culture, we partnered with Orci Advertising for an in-depth study examining what's driving the evolution of this revolutionary genre. Learn more about this dominant force in music and pop culture
Digital Momentum leads MAGNA to Raise 2024 Advertising Market Forecast to +9%
Vincent Létang, EVP Global Market Intelligence and author of the report, said: “Several factors led MAGNA to increase its US ad market growth forecast. That includes an improved macro-economic outlook with GDP growth raised from 1.7% to 2.4% in the last few months, the momentum of digital media formats: social media, retail media, and streaming. The latter is driven by a strong expansion in the reach and marketing opportunities offered by ad-supported streaming. That leads MAGNA to raise the non-cyclical growth forecast to +6.7%. We are slightly reducing the forecast for cyclical spending (due to a slowdown in political fund-raising) but, overall, we now expect total media owner ad sales to grow by +9.2% this year (compared to +8.4% in our previous update) to reach $369 billion.”
2024 ANA LGBTQ+ Marketing Inclusion Survey Unveils Transformative Insights
The 2024 ANA LGBTQ+ Marketing Inclusion Survey offers a comprehensive view into the state of LGBTQ+ inclusion in advertising. With 55 percent of advertisers engaging in LGBTQ+-inclusive marketing, the survey and report highlight a significant shift towards inclusivity. This approach has led to a 97 percent acknowledgment among advertisers of the positive impact inclusivity has on brand perception. However, the journey to fully inclusive advertising faces challenges. Navigating brand-safe environments and addressing consumer resistance are notable concerns.
Women’s History Month: March 2024
National Women’s History Month honors the successes and sacrifices of U.S. women. It dates to March 8, 1857, when hundreds of women from New York City garment and textile factories rallied to protest harsh working conditions. In 1909, New York City became the site of the nation’s first Women’s Day celebration, a year after 15,000 women there marched to demand shorter working hours, better pay, an end to child labor and the right to vote. More than seven decades later in 1981, Congress set aside the second week of March as National Women’s History Week. Six years later, Congress expanded the week to a month. As we celebrate Women’s History Month, we reflect upon the advances women have made, including increased earnings, educational attainment and job opportunities.
Married Couple Households Still the Majority but Share Varied by Geography in 2021
Despite a decades-long decline, coupled households remained the most common type of U.S. living arrangement in 2020 though shares varied across states and counties.
How marketers can advance personalized marketing across the digital advertising ecosystem
In modern media, personalization will become increasingly critical in connecting audiences with content and advertising that best align with their interests and preferences. For brands seeking 1:1 relationships with new consumers, quality audience data has become critical as the digital landscape expands and channel engagement fragments. This is particularly relevant across two fronts: traditional digital media across computer and mobile and connected TV.
Five Unstoppable Trends That Will Transform TV Advertising by 2030
When 2024 began, predictions for the trends that would define the year appeared throughout the advertising world. Such lists are valuable. They can help a business chart a prosperous course over the next 12 months.
Republica Havas refreshes Brand to accentuate accelerated growth…..
Republica Havas introduced its refreshed brand identity, designed as a celebration of the firm’s 17-year journey as a cross-cultural communications powerhouse. The new logo aligns with Havas’ new global brand architecture and serves to accentuate Republica Havas’ momentum and accelerated growth trajectory.
