Research
Bicultural Latinos: A Cultural and Economic Force, Under iHeart’s Spotlight
Fresh off of Bad Bunny’s appearance as the Super Bowl LX Halftime Show performer, his Grammy-honored song “Debí Tirar Más Fotos” can be heard on such radio stations as WVAQ-FM in Morgantown, W. Va. — not exactly a Hispanic population hub. Yet, thanks to the University of West Virginia and migration patterns seen across the last three decades, U.S. Hispanics are far and wide. And their offspring represents what iHeartMedia is championing as a “cultural and economic force” worthy of advertiser consideration. That said, the timing of the study comes just days after the company moved a high-profile audio brand targeting bilingual, bicultural Latinos off a 100kw signal in Tampa-St. Petersburg to a pair of FM translators despite ranking No. 1 in the latest ratings. By Adam Jacobson
How Brands Can Win Big in 2026. [REPORT]
The Big Game may be over, but the real story is just getting started. The creative ideas that captured attention and sparked conversation were a masterclass in what’s working with today’s audiences.
The 2026 World Cup will be a turning point for brands in the United States. [REPORT]
Our new report International Soccer: United States Expectations for 2026 reveals how U.S. audiences are preparing for the tournament and which cultural, digital, and consumption drivers will define the brands that win.
FOR THE CULTURE: How Multicultural Gen Z Creators Are Shaping Brand Narratives. [REPORT]
We are excited to share the launch of 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.
Immigrants’ Recent Effects on Government Budgets: 1994–2023. [REPORT]
Recent increases in immigration have rekindled concerns about their effects on government budgets. This paper updates a model of these effects first developed by the National Academies of Sciences, Engineering, and Medicine (NASEM) to shed light on how immigrants, both legal and illegal, and their children affect government budgets. This analysis is the first to estimate the cumulative fiscal effect of immigrants on federal, state, and local budgets over 30 years.
Bad Bunny, When a Halftime Show Is More Than a Halftime Show. [REPORT]
Bad Bunny’s selection as the Super Bowl halftime performer raises practical questions for brands. Does his presence drive awareness and help sales? Does featuring an outspoken Latino performer during the nation’s largest sporting event, at a time when Latinos are at the center of immigration raids, inject politics into brand marketing? Can a joyful, dance-driven reggaeton performance help change the narrative and connect with the broader market? By Roy Eduardo Kokoyachuk
The Edelman Trust Barometer [REPORT]
The 2026 Edelman Trust Barometer landed this week, and the shift it highlights feels important for anyone working in communications.
U.S. Population Growth Slows Due to Historic Decline in Net International Migration
Population growth in the United States has slowed significantly with an increase of only 1.8 million, or 0.5%, between July 1, 2024, and July 1, 2025, according to the new Vintage 2025 population estimates released today by the U.S. Census Bureau.
Pet Holiday Spending, New Year’s Reset, & Why Pet Brands Need Deeper Consumer Insight
Holiday spending has become one of the clearest behavioral signals of pet humanization in the U.S. – proof that pets are treated as full family members and intentionally included in household rituals and budgets. Recent consumer data shows that this humanized relationship increasingly shapes when and why pet parents spend, particularly during the holidays and into the New Year. The U.S. pet industry now exceeds $150 billion in annual spending, underscoring the scale of opportunity tied to these seasonal behaviors.
Music Makes Your Ads Unforgettable: Why Sound Matters More Than Ever
In a world overflowing with visual content, one element consistently rises above the rest when it comes to memorability: music. Whether it’s shifting moods, triggering nostalgia, or anchoring your message into moments people truly care about, music gets under the skin of your audience faster than visuals ever could — making your ads more memorable and your brand more resonant.
The Black influence – How Black culture & identity drive the market. [REPORT]
Black consumers are sending a clear signal to businesses that want to leverage their buying power, influence, and brand loyalty. Get the key insights into Black consumer trends that brands need to know to win over Black audiences in 2026 and beyond.
Los Angeles Is the Future of the U.S. Consumer. [REPORT]
Los Angeles is about to shape the future of the American consumer. With the World Cup in 2026, the Super Bowl in 2027, and the Olympics in 2028, the city will be the cultural and economic epicenter of the decade.
The Future of Wine is Multicultural
The wine industry is facing a reset. Declining volumes, shifting demographics, and competitive pressures are reshaping the market. But moments of disruption also create moments of renewal—and today’s industry has a unique opportunity to reimagine its future.
7 facts about Venezuelans in the U.S.
On Jan. 3, the United States conducted a military strike on Venezuela and brought President Nicolás Maduro to New York to face charges related to drug trafficking. In recent decades, Venezuela has experienced economic and political crises that have led to record numbers of Venezuelans migrating. They’ve mainly gone to neighboring Latin American countries but also to the U.S. and elsewhere.
What we know about internet use, smartphone ownership and digital divides in the U.S.
For 25 years, Pew Research Center has tracked some of the biggest technological shifts in history.
2026 Hispanic Audio Today. [REPORT]
For marketers who target U.S. Hispanic consumers, it comes as no surprise that audio continues to be one of the most reliable parts of an increasingly fragmented media landscape. Advertisers are managing tighter budgets while pressure to deliver outcomes remains high; this means channels with scale and stability are more valuable than ever. As digital platforms adapt to changing privacy rules which can impact efficient targeting, broadcast radio remains insulated from those forces. It delivers audiences without depending on digital signals that are becoming harder to decipher. More than 93 percent of Hispanic adults tune in each month, making radio one of the most consistent and dependable ways for brands to reach this fast-growing consumer group at scale.
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.
How Hispanic Diversity Comes to Life During the Holidays
In mainstream U.S. culture, Christmas is often seen as a single event centered on December 25. For Hispanic communities across the United States, however, the holiday season extends over several weeks, influenced by country-of-origin traditions, migration histories, and the experiences of living in a multicultural society. By Maria Lucia Parra - I am a bilingual Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives, as “one size does not fit all”.
First-Time Moms With Bachelor’s Degrees More Likely to Be Married Than Those Without. [REPORT]
About a quarter (24%) of women who had their first child from 2020 to 2024 lived with an unmarried partner, up from around 17% in the early 1990s, according to a new U.S. Census Bureau report.
