What’s Broken in Hispanic/Latino Research and What It’s Costing Brands

Hispanic/Latino consumers are driving U.S. growth, but many research systems still flatten their complexity. Here’s where that breaks down and what that costs brands.  By Marta Villanueva - President and Founder at NuThinking, Inc.

FOR THE CULTURE: How Multicultural Gen Z Creators Are Shaping Brand Narratives. [REPORT] – PART 5

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.

TelevisaUnivision and Nielsen agree to New Media Intelligence Deal Covering Streaming, National and Local TV, and Radio

TelevisaUnivision and Nielsen announced a new, multi-year measurement and data agreement covering all of TelevisaUnivision’s properties, including national and local broadcast, cable, streaming, radio. Under the agreement, TelevisaUnivision will continue to leverage Nielsen’s suite of media intelligence solutions.

2025 Hispanic Content Report – Available for download for FREE

HispanicAd offers its annual report on key Content, Data & Social usage strategies, along with the importance of using Data strategies to engage the US Hispanic Consumer.

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.

2026 Digital Media Trends: Capturing always-on fandom between releases and seasons

There are audiences, and there are fans. Fans represent a segment of consumers seeking long-term, consistent relationships with the intellectual property, artists, teams, and franchises they love.1 And while the media and entertainment industry is largely optimized around moments—blockbuster movie premieres, live sporting events, video game releases, and TV season launches—fandom isn’t experienced on the same schedule. Fans are willing to move across formats, platforms, and experiences during those big moments and in the “off-season,” in search of a continuity that they can’t experience otherwise. These fans may be signaling that the off-season isn’t a lull; it’s an opportunity.

WHERE THE MOMENTUM REALLY LIVES – 68.5 MILLION STRONG. BUILT FOR SCALE. BUILT FOR THE FUTURE.

This map isn’t just demographics.

Acculturation getting Fuzzy …..

In U.S. Hispanic segmentation models, the acculturation model is still being widely used without overlaying the Generation Model.  By Begonia Martinez - Project Based: Moderator/Qualitative Researcher:Generation Z and U.S. Hispanic|Brand Consultancy

Slow Growth Impacts Nation’s Largest Counties Hardest

Population growth slowed in a majority of the nation’s 3,143 counties and the District of Columbia between July 1, 2024, and July 1, 2025, according to the Vintage 2025 population estimates released today by the U.S. Census Bureau.

The United States at 250: How the Country Has Changed in the Past 50 Years

In July, the United States will celebrate its 250th anniversary. The country’s last major milestone was 50 years ago, at its bicentennial on July 4, 1976. U.S. society has changed profoundly since then. Over the past five decades, the U.S. population has aged significantly, with the percentage of people 65 and older nearly doubling. The country has also become more racially and ethnically diverse, as growing shares of people identify as Asian or Hispanic. And following more than 70 million immigrant arrivals, the percentage of foreign-born people in the population has more than tripled.

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.

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.