Research

Modern Measurement = Modern Media Decisions

  Big move from Nielsen—but here’s why brands and agencies should actually care:  Radio measurement is getting a long-overdue upgrade for how people live today. By Grace Agostino

The Quiet Retreat: Why Brands Are Still Investing in Multicultural Consumers, Just Not Publicly

Over the last year, I’ve noticed something interesting.  Several brands have publicly scaled back, rebranded, or quietly dismantled their multicultural marketing efforts. Some announced it. Others simply removed the language from their websites, shifted titles internally, or reallocated visible budgets.  And yet.  Behind closed doors, those same brands are still investing in multicultural research. By Mario Xavier Carrasco - Multicultural Insights Leader @ ThinkNow

The AI Culture War: Battleground for Cultural Competence

Artificial intelligence has reshaped how marketing works. It analyzes massive datasets in seconds, streamlines workflows, surfaces patterns humans might miss, and generates ideas at unprecedented speed.  But beneath the excitement lies an uncomfortable truth. Artificial Intelligence is becoming the most influential storyteller in marketing without understanding the people it represents. And that should concern all of us. This is not a theoretical disconnect, but one that is happening now. At scale! Largely unnoticed, it has real consequences for how cultures are seen, heard, and engaged.  By Donnie Broxson - CEO & Cultural Intelligence Leader

AHA Report [REPORT]

The AHA Report explores how cultural identity influences the purchasing behaviors of Affluent Hispanic Americans (AHA)—the most underexplored opportunity for U.S. luxury growth.

FOR THE CULTURE: How Multicultural Gen Z Creators Are Shaping Brand Narratives. [REPORT] – PART 4

We are excited to share our new five-part cultural intelligence report, The Omnicultural Series. This series explores the rise of the Omnicultural segment: who they are, how they behave, and, most importantly, what this evolution means for brands and business opportunities, along with other key insights shaping today’s cultural landscape.

Unlocking Latino Fandom for Brand Growth. [WEBINAR]

Latino audiences already sit at the center of U.S. soccer fandom, bringing higher avidity, deeper emotional investment, and stronger cultural connection to the game. As Hispanic influence and purchasing power continue to grow, understanding how this audience experiences the World Cup — and sports more broadly — is becoming a real brand advantage.

Audio today 2026 – How America listens. [REPORT]

In the era of constant digital scrolling and fragmented attention, it’s easy for marketers to be lured by the “new and next.” We often prioritize platforms based on how easily we can track a click, sometimes forgetting that ease of measurement doesn’t always equal effectiveness. While digital channels dominate the conversation, there is a legacy powerhouse that continues to outperform nearly every other medium in the one metric that matters most: actual human reach.

Censo Económico 2022: ¿Qué nos dicen los datos sobre Puerto Rico? [WEBINAR…. HOY]

El seminario web ofrecerá un panorama general del Censo Económico 2022 de las Islas territorios de los Estados Unidos, destacando los hallazgos clave para Puerto Rico. Los participantes explorarán los datos de manera descriptiva, incluyendo la cantidad de establecimientos, ingresos, empleados y nómina. La sesión también incluirá una breve explicación sobre los códigos NAICS y una demostración de cómo utilizarlos para buscar datos relevantes de los distintos sectores industriales. Se realizarán comparaciones con Censos Económicos de las Islas territorios anteriores para identificar tendencias y cambios en la economía de Puerto Rico. Los participantes obtendrán conocimientos prácticos sobre cómo acceder a los datos del Censo Económico. Miércoles 18 de marzo de 2026 Tiempo: 11:00 - 12:00 p.m. ET

Hispanic Sentiment Study 2025 – The Latina Edition. [REPORT]

This report represents a specific intersectional analysis derived from the 2025 Hispanic Sentiment Study. While the broader study examines the multifaceted experience of the Hispanic/Latino community in the United States, this "Latina Edition" provides a deeper dive into the specific lived experiences and sentiments of Hispanic women.

The Infinite Dial 2026. [REPORT]

The Infinite Dial is the longest-running survey of digital media consumer behavior in America

• The annual reports in this series have covered a wide range of digital media and topics since 1998
• The Infinite Dial tracks mobile behaviors, internet audio, podcasting, social media, smart speakers and more

Inclusion & Representation as a Growth Engine for the Next Era of Agencies. [REPORT]

Agency leaders are operating in a market defined by demographic transformation, cultural acceleration and rising consumer expectations. Yet at the moment of greatest visibility into consumer data and identity-driven shifts, many agencies are retreating from sustained investment in inclusion and representation.

What Is The New Majority? Who They Are and Why They Matter

The New Majority is made up of the 192 million Americans under 45: Millennials, Gen Z, and Gen Alpha. They now represent 56% of the U.S. population and are the most diverse, digitally native, and soon-to-be, economically influential consumer bloc in the country. They are the "new general market." By Jacqueline Hernández and Jack Rico

Major Strategic Disconnect Today Between Elected Leaders and Hispanic Voters

TelevisaUnivision released an important new survey conducted by The Harris Poll of over 500 registered Hispanic voters in Texas showing affordability is the defining priority for 2026. The poll also vividly demonstrates a major strategic disconnect between elected leaders and Hispanic voters on several important fronts.

In Latin America, when violence rises, women’s economic opportunities fall

Imagine deciding whether to work, study, or commute not based on opportunity, but on fear. Across Latin America and the Caribbean (LAC), high levels of crime and insecurity shape everyday economic decisions in ways that rarely show up in headline labor statistics. While violent crime affects both women and men, its economic consequences vary. Women experience violence differently, and those differences translate into unequal access to work, income, and economic autonomy. A growing body of evidence shows that violent crime acts as a structural barrier to women’s labor market participation.

Immigration will play an essential role in shaping the future of US economic growth

Immigration patterns in the United States appear to be shifting after the post-pandemic surge. Between 2022 and 2024, the foreign-born labor force expanded at an average annual rate of 4%, while the native-born labor force grew by just 1.1%. But that trend now seems to be changing: Net immigration fell sharply last year, and is expected to fall even further this year.

Family Caregiving in an Aging America. [REPORT]

As the U.S. population ages, the need for caregivers among older adults is on the rise. There’s growing evidence that family members are increasingly taking on these roles.

Nielsen Launches Mobile Survey To Modernize Radio Measurement.

After years in the making, Nielsen is taking radio audience measurement into the mobile era with the official launch of its Nielsen mobile survey (mSurvey), beginning with the Spring 2026 survey period. The new platform complements the traditional Diary service by allowing respondents to report listening electronically on their smartphones, expanding participation and improving accuracy.

America’s Fastest-Growing Consumer: Radio at the Center of Growth

In a previous Sound Answers release, we explored how radio earns the trust of Hispanic consumers. It's a connection built on culture, community, language, and daily habit. That relationship remains strong. But the larger market reality tells a more urgent story.

Telemundo Leads as the Most-Watched Spanish-Language Network in Primetime Year‑to‑Date Across Key Demos

Telemundo reinforces its leadership in 2026, wrapping up the February broadcast month as the #1 Spanish‑language network in Monday–Sunday primetime year‑to‑date among both Adults 18–49 and total viewers, according to Nielsen.

The New American Child

Through my work on the Immigrant Archive Project, I have interviewed thousands of immigrants about the lives they left behind—and the ones they built here.  But some of the most revealing interviews I have ever conducted took place much closer to home. I interviewed my parents, and I interviewed my three daughters. What emerged was not simply a family story. It was a generational arc that explains how America renews itself.  By Tony Hernandez