Research
AM/FM Radio Advertising Generates Significant Sales And Profit Growth
Peter Field’s latest blockbuster study released in the U.K. is called The Long and the Short of It – 10 Years On: Radio’s Enduring Role in Effectiveness. This consequential new study lays out hard evidence for how AM/FM radio drives significant lifts in market share, pricing power, sales, profits, and ROI.
American Families Approach 2024 with Cautious Optimism
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
Language and Traditions Are Considered Central to National Identity [REPORT]
Results of a Pew Research Center survey highlight language and customs as key components of national identity, while views on the importance of birthplace and religion are more divided.
About 1 in 10 restaurants in the U.S. serve Mexican food
Mexican culture is widely established in America’s restaurants. Some 11% of restaurants in the United States serve Mexican food, according to a Pew Research Center analysis of data from SafeGraph, which curates information about millions of places of interest around the globe, and the user review site Yelp.
The Importance of Cross-Cultural Market Research in the Global Market
The demographics of the U.S. are rapidly shifting, with the population on track to becoming a multicultural majority. But the reality is, for many companies, growth lies beyond national borders. U.S. based brands are increasingly looking to other regions to engage new audiences. Similarly, Latin American brands, for example, look to spread its reach to other demographics in the U.S.
Demystifying the Differences Between Linear TV and CTV
The general perception that traditional TV viewing is in decline overlooks a key point that marketers need to pay attention to: far from being obsolete, linear TV advertising is actually reaching new audiences through connected TV (CTV) platforms.
2024 Edelman Trust Barometer – Innovation in Peril [REPORT]
The 2024 Edelman Trust Barometer reveals a new paradox at the heart of society. Rapid innovation offers the promise of a new era of prosperity, but instead risks exacerbating trust issues, leading to further societal instability and political polarization.
Teens and Social Media Fact Sheet [REPORT]
YouTube tops the list among teens, with roughly nine-in-ten saying they use the platform. TikTok, Snapchat and Instagram also remain popular – more than half of teens report using each of these sites.
AI and the Future of Streaming Media Advertising
A few months ago, Tom Hanks warned that his likeness had been used in an AI-generated advertisement without his permission, yet another powerful reminder of what AI can now do. This was clearly a misuse of the emerging technology. However, AI can also serve a more positive role for both streamers and brands, providing powerful new ways to engage audiences and improve advertising performance.
Top 2023 Multicultural & Inclusive Marketing Learnings to Bring into 2024 [REPORT]
As we welcome the new year, we at Santiago Solutions Group (SSG) have reflected on the accomplishments within our industry, the growing insights per consumer segment, and the technological advancements that have taken charge in our business landscape. There have been many unique learnings for all segments – through partnerships with brands and organizations, attendance at numerous industry-wide conferences, and more. Here are 6 key insights we’ve learned throughout the year 2023: Women of color, especially Latinas, drive spending and set new trends in the beauty industry where building brand trust and adapting to a more diverse audience becomes imperative.
US Multicultural Media Spend to Grow at Accelerated 8.3% to 45.8B in 2024, as Hispanic, African & Asian American Markets Benefit from Influx of Political & Sports Dollars
United States multicultural advertising and marketing spending, including Hispanic, African and Asian American markets, is expected to surge 8.4% to a record $45.83 billion in 2024, following decelerating growth of 5.7% in 2023 compared with the strong upswing in 2022, according to new research released today by PQ Media, the world's leading provider of media econometrics.
Census Bureau Projects U.S. and World Populations on New Year’s Day
As the nation prepares to ring in the new year, the U.S. Census Bureau today projected the U.S. population will be 335,893,238 at midnight EST, on Jan. 1, 2024. This represents an increase of 1,759,535 (0.53%) from Jan. 1, 2023, and 4,443,957 (1.34%) from Census Day (April 1) 2020.
2023 HMC – Hispanic Market Guide explores Inclusivity, Intersectionality, Trust, Bingeability in Entertainment, Media Consumption & More …. [DOWNLOAD REPORT HERE]
The Hispanic Marketing Council (HMC) has released its highly anticipated 2023 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market featuring top trends, business-building insights, up-to-date market data as well as in-depth reports on the proliferation of Hispanic-focused audio and the disruptive power of Hispanic creativity. Latinos are driving a cultural and demographic transformation as the U.S. heads towards a multicultural majority—already a reality for people under 35. With $2.8 trillion in Hispanic buying power, there are deep implications for marketers who must lead with cultural insights to create effective and relevant campaigns that connect with today’s multicultural mainstream. This new publication, geared towards newcomer and veteran brands alike, is available to view online or download for free.
Education Does Not Resolve Gender Wage Gap
Even among bachelor’s degree holders in the same field of study, women generally earned significantly less than men in 2022, according to new data released by the U.S. Census Bureau.
Wealth Surged in the Pandemic, but Debt Endures for Poorer Black and Hispanic Families [REPORT]
The economic downturn caused by the COVID-19 pandemic put the financial security of U.S. households at risk. The initial shock caused about 25 million workers to lose their jobs within three months, from February to April 2020, and it took about two years for the nation’s employment level to fully recover. Workers’ earnings also took a hit as consumer prices began to increase sharply in 2021.
The economic state of Latinos in America: Advancing financial growth
Financial-services revenues from Latinos may grow by up to $93 billion by 2030. To get more of that market, institutions would need to tailor their offerings.
Unwrapping the Top Five Multicultural Holiday Shopping Trends in 2023 [REPORT]
The 2023 holiday shopping season kicked off strong, with Adobe Analytics reporting a record $9.8 billion in Black Friday online sales, up 7.5% from 2022.Cyber Monday numbers were even stronger, with consumers spending $12.4 billion, a 9.6% increase over last year. So, what does this mean for December sales and the rest of the holiday shopping season? ThinkNow recently conducted a nationally representative quantitative survey of 1,500 consumers revealing insights into what Americans buy and spend for the holidays. From shopping habits to spending patterns, let's delve into the top five trends shaping the 2023 holiday shopping season.
Teens, Social Media and Technology 2023 [REPORT]
Despite negative headlines and growing concerns about social media’s impact on youth, teens continue to use these platforms at high rates – with some describing their social media use as “almost constant,” according to a new Pew Research Center survey of U.S. teens.
Attitudes on an Interconnected World [REPORT]
Exploring views about international engagement, travel and closeness to others around the globe
The Hispanic Financial Journey
Adsmovil, in collaboration with Publicis Media and ThinkNow, announced the findings from their latest research study: "Embrace the Collective: The Hispanic Financial Journey." This comprehensive study provides a fresh perspective on the financial behaviors of the Hispanic community as compared to the non-Hispanic market, offering invaluable insights across acculturation levels and age groups, including Millennials, Generation X, and Baby Boomers.
