Research
Beyond the Rainbow [REPORT]
Unite, WPP’s LGBTQ+ community launched Beyond the Rainbow, a new study into LGBTQ+ marketing and its future. The study surveyed 7,500 LGBTQ+ and non-LGBTQ+ people in the United States, United Kingdom, and Canada to better understand their perceptions and experiences of viewing LGBTQ+ identities in media and advertising. Beyond the Rainbow is intended to equip brands, advertisers, marketing communicators and others in the industry with actionable data and insights to help build a more inclusive future.
Multicultural Consumers Have Driven Home Improvements Despite Inflation
Multicultural (MC) segments are leading the growth in the Home Improvement category, despite the spike in the price of building materials. Multicultural segments account for 60% of the share of growth, with Hispanics accounting for 39%, Blacks for 9%, and Asians for 6% of the total growth of consumers making home improvements in 2022. The high share of growth among Hispanics, Blacks, and Asians is a strong indication that Multicultural segments refocused on their families during the pandemic by improving their homes. by Santiago Solutions Group
The future of Foodservice [REPORT]
With rising costs and a tricky economic climate ahead, what will the impact be on Foodservice going forward?
Nearly 68 Million People Spoke a Language Other Than English at Home in 2019
The number of people in the United States who spoke a language other than English at home nearly tripled from 23.1 million (about 1 in 10) in 1980 to 67.8 million (almost 1 in 5) in 2019, according to a recent U.S. Census Bureau report.
SPANISH BROADCASTING SYSTEM First-Ever Report Shows Added Value Of Investing In Hispanic-Owned and Targeted Radio [REPORT]
Spanish Broadcasting System, Inc. announced the release of a comprehensive report and marketer’s guide to investing in premium, Hispanic-owned and targeted audio content. Brands that consistently advertised on Hispanic-owned and Hispanic-targeted radio stations on between 2017-2021 showed an average return on advertising spend (ROAS) that was 12% higher than brands that did not invest.
Hispanic representation on both sides of the camera, drives bingeability and cultural watchability for Latinos and new audiences [REPORT]
Inclusion of Hispanic talent in front and behind the camera in streaming programs has a direct correlation on the bingeability and cultural watchability i.e. Hispanic share of the audience* of content for Latinos and all audiences, according to Nielsen's latest Diverse Intelligence Series (DIS) report: Latino Led Content and Viewers: The Building Blocks for Streaming Success.
Hollywood Diversity Report 2022 [REPORT]
The 2022 Hollywood Diversity Report: Part 1 examines relationships between diversity and the bottom line in a Hollywood context still distorted by the virus. It considers the top 200 theatrical and all major streaming, English-language film releases in 2021, ranked by global box office and total household ratings, in order to document the degree to which women and people of color are present in front of and behind the camera.
Study Of TV And AM/FM Radio Ads Reveals Sight, Sound, And Motion Superiority Is A Myth
Marketers often dismiss audio advertising by noting solemnly, “We need sight, sound, and motion.” The implication: video ads generate substantially greater creative effectiveness, increased brand equity lift, and larger sales effect than an audio ad. By Pierre Bouvard
Fans Are Watching World Cup 2022 in Record Numbers [REPORT]
Nearly 20 million people tuned in to watch the Black Friday matchup between the U.S. and England across Fox, Telemundo, and Peacock. Despite the controversy, fans are showing up in record numbers for the World Cup. Download our 2022 World Cup Report to see insights into fan interest, viewing platforms, and social media engagement.
IDEAS AMAI 2022: Camaraderie and Collaboration [INSIGHT]
This October, ThinkNow sponsored IDEAS AMAI 2022, one of the largest conferences for the insights industry, particularly for LATAM market research. The Mexican Association of Market Intelligence and Opinion Agencies (AMAI) works to maintain data quality and transparency in market research in Mexico. The event marked AMAI's 30th anniversary, and the mood was festive.
Health Insurance by Race and Hispanic Origin
The U.S. Census Bureau released a brief on health insurance coverage and the rate of uninsured in the United States by race and Hispanic origin. The brief uses 2021 American Community Survey (ACS) 1-year estimates to describe how health care coverage — whether people have health insurance as well as the type of coverage they hold — varies across groups.
Estimates on America’s Families and Living Arrangements
The U.S. Census Bureau released estimates showing there were 10.9 million one-parent family groups with a child under the age of 18 in 2022. Data from the annual release of America’s Families and Living Arrangements also show that 80% of one-parent family groups were maintained by a mother.
Are brand buyers loyal, habitual, or just accidental?
The other day, I came across this post on LinkedIn from Ethan Decker asking if buyers were brand loyal or brand habitual. The post references data from a survey of UK shoppers by Bain which finds that on average across a range of different product categories people buy different 3 brands. Ethan uses the data to assert that we are not brand loyal, we a brand habitual. I am not going to deny that habits have a huge amount of influence, particularly when it comes to low risk, repeated purchases. By Nigel Hollis
TelevisaUnivision announces Omnicom Media Group integrates Hispanic Household Data Graph
TelevisaUnivision announced Omnicom Media Group (OMG) will be the first agency partner to leverage its Hispanic household data graph for its brands to expand reach and resonance with the fast-growing U.S. Hispanic population. Now covering nearly 100% of U.S. Hispanic Households, TelevisaUnivision’s propriety data graph will integrate with OMG’s identity solution, Omni ID, via privacy-oriented clean room technology to power its targeting, optimization, and measurement for always on activation across the entirety of its brands.
Albert Rodriguez – President & COO of Spanish Broadcasting System is inducted into the American Advertising Federation (AAF)
Spanish Broadcasting System, Inc. (the “Company” or “SBS”) announced that Albert Rodriguez, President & Chief Operating Officer has been inducted to the American Advertising Federation (AAF). The fundamental purpose of the AAF is to protect and promote the well-being of the advertising industry and unite professionals of all disciplines and career levels to deliver creative business solutions. With the induction into the AAF, Mr. Rodriguez has demonstrated his leadership abilities in the field of technology and advertising. Througout his career, he has promoted and celebrated diversity in advertising and has helped address many community issues.
Connection, Creativity and Drama: Teen Life on Social Media in 2022 [REPORT]
Majorities of teens credit social media with strengthening their friendships and providing support while also noting the emotionally charged side of these platforms
The economic state of Latinos in the US: Determined to thrive
The economic state of Latinos in the US: Determined to thrive US Latinos are a driving force of the US economy and account for the fastest-growing portion of US GDP.
Multicultural Americans Believe the American Dream is Still Reachable [REPORT]
Findings from a new study reveal that multicultural Americans have strong faith in the “American Dream.” In fact, 78% of Black, Asian, and Hispanic American consumers say they have achieved or believe they can achieve the American Dream, as compared to 69% of White consumers.
A marketer’s trifecta: Women, the World Cup and holiday shopping
For the first time ever, the World Cup will overlap with the holiday season, creating a unique opportunity for brands to turn football fans into festive shoppers. And, as women are often key holiday season spenders, marketers can maximize the impact of both World Cup and holiday campaigns by focusing on reaching and connecting with female fan bases.
Disability Inclusion: Are Your Online Surveys Accessible?
In this episode of The New Mainstream podcast, Timothy Cornelius, founder of P3 Technology, discusses the importance of accessibility in online research and ways researchers can promote disability inclusion in online panels.
