Research
Marketing Report: Era of Alignment [REPORT]
Despite the difficulty of the past two years, brands continue to re-balance their marketing efforts after widespread pullbacks in 2020, especially with respect to traditional mass reach channels like TV and radio. As they rebalance, agility remains critical. Consumer behavior isn’t just in flux—it has changed.
Horizon Media launches eMbrace
Addressing the need to leverage a data-driven approach to align cultural imperatives with a brand’s marketing and business priorities, Horizon Media developed the idea and overarching purpose of eMbrace and enlisted Nielsen (NYSE: NLSN) to develop the software and data solution.
26% of global marketers are confident in their audience data [REPORT]
Nielsen released its 2022 Annual Marketing Report, which found marketers are prioritizing digital first, but have struggled over the past two years to keep up with consumers’ changing media habits. Titled “Era of Alignment,” the first global report of its kind, illustrates how marketers need confidence in their data to focus equally on brand building and customer acquisition, doing so through both upper-funnel and lower-funnel planning and execution.
NPD and IRI to Merge
Information Resources, Inc. (“IRI”) and The NPD Group (“NPD”) announced the signing of a definitive agreement through which IRI and NPD will merge.
State of Play report reveals that streaming is the future, but consumers are currently overwhelmed by choice [REPORT]
Nielsen released its inaugural State of Play report, which highlights the increasing boom of video content in both linear and streaming in recent years. Overall, Americans increased their average weekly time streaming video by 18%, with a year-over-year increase from 143.2 billion streamed minutes to 169.4 billion between February 2021 and February 2022.
In-Content Ad Placement Combined with Traditional TV Campaigns Can Increase Brand Reach by 44 Percent [REPORT]
Mirriad announces its latest whitepaper: The Lost Audiences - Regaining Control. The paper highlights in-content advertising as a continually growing avenue for brands and advertisers to engage with audiences in an impactful and non-disruptive way, and explores how companies can recuperate lost GRPs and expand reach via the use of in-content advertising.
Hispanic American Wealth Surges in Record Time
Hispanics are capturing a piece of the American dream as a record number of Latinos move into the middle class. It is estimated that by 2030, the number of Hispanics in the United States will increase from 18% to 30%. As the population has grown, the poverty rate among Latinos has dropped to the lowest levels in recorded history, according to Census data. Median income, however, continues to rise. Hispanics are becoming an immigrant success story similar to those of Irish, Italian, and Asian descent who’ve chosen to settle and thrive in the U.S. Income Growth
Young women are out-earning young men in several U.S. cities
Women in the United States continue to earn less than men, on average. Among full-time, year-round workers in 2019, women’s median annual earnings were 82% those of men.
2022 Digital media trends: Toward the metaverse [REPORT]
This year’s Digital media trends survey revealed that media companies in the United States are now feeling more turbulence from the deeper currents shaping consumer behavior. After 15 years of growth, streaming video on-demand (SVOD) services have successfully unbundled video, lowered costs to consumers, and ignited fierce competition among providers. Top SVOD services are consolidating content and taking the competition for subscribers into global markets. But they face greater pressure to attract and retain subscribers who have grown savvier about their subscriptions and more cost-conscious.
Over Two-Thirds of the Nation’s Counties Had Natural Decrease in 2021
In 2021, all counties in Delaware, Maine, New Hampshire and Rhode Island experienced natural decrease. Some counties also experienced population declines attributable to migration. Counties with net international migration loss (more people moving out of than into the country), were most frequently found in California (41.4%), Oregon (27.8%) and Mississippi (23.2%). States with the highest percentages of counties with net domestic migration loss (people moving from one area to another within the United States) were Alaska (80.0%), Louisiana (71.9%) and Illinois (65.7%).
U.S. Online Audio Listening Grows and Podcast Habits Reflect a Return to Work and School [REPORT & INFOGRAPH]
Seventy-three percent of the U.S. 12+ population (an estimated 209 million people) have listened to online audio in the last month, up from 68% in 2021. This jump was primarily driven by listeners age 35+, as the number of those age 35+ who listen to online audio monthly increased by 13% year over year. Weekly online audio listening also rose to 67% of the U.S. 12+ population, up from 62% in 2021.
Financial Issues Top the List of Reasons U.S. Adults Live in Multigenerational Homes [REPORT]
Multigenerational living has grown sharply in the U.S. over the past five decades and shows no sign of peaking.
Women Are More Likely to Consider Buying from Brands with Good Track Records on DEI
Brands today are keenly focused on diversity, equity, and inclusion initiatives both internally—with strategies to ensure a more equitable and diverse workforce—and externally, with consumer-facing initiatives to create products and advertising that are more inclusive of a diverse America. And a big part of America’s diversity is female.
2016–2020 American Community Survey 5-Year Estimates
The U.S. Census Bureau released new statistics from the 2016–2020 American Community Survey (ACS) 5-year estimates. Following pandemic-related data collection disruptions, the Census Bureau revised its methodology to reduce nonresponse bias in data collected in 2020.
58% of Hispanic Home Shoppers are Buying Their First Home
A new survey released by Realtor.com in conjunction with The National Association for Hispanic Real Estate Professionals (NAHREP) found that 58% of Hispanic American home shoppers are looking to buy their first home.
AI and Human Enhancement: Americans’ Openness Is Tempered by a Range of Concerns [REPORT]
Developments in artificial intelligence and human enhancement technologies have the potential to remake American society in the coming decades. A new Pew Research Center survey finds that Americans see promise in the ways these technologies could improve daily life and human abilities. Yet public views are also defined by the context of how these technologies would be used, what constraints would be in place and who would stand to benefit – or lose – if these advances become widespread.
Estimates of Undercount and Overcount in the 2020 Census
Census Bureau released results from two analyses about the quality of the 2020 Census counts. While both showed the strength of the count for the total U.S. population, each analysis revealed that the 2020 Census overcounted or undercounted various demographic groups.
Gen Z: Brands Need To Prioritize DEI And Gender Liberation
For someone who has been working in multicultural marketing for almost two decades, the past few years have been transformative. Diversity, equity, inclusion (DEI) and representation in public and private organizations are works in progress. But the momentum is stronger than it’s ever been. The entrepreneur and somewhat skeptic in me, however, wonders if this is just a phase. Will corporate America move on to the next big thing? There are already murmurs that ESG (Environmental, Social and Governance) will be the new focus as DEI demand wanes. By Mario X. Carrasco - ThinkNow
Edelman names Valdes U.S. Head of Edelman Data and Intelligence
Edelman has named Anita Valdes U.S. head of Edelman Data and Intelligence (Edelman DXI). Reporting to Yannis Kotziagkiaouridis, global chief data and AI officer, Valdes will lead the cross-disciplinary Edelman DXI U.S. team and oversee data strategies for the firm’s largest and fastest-growing U.S. clients.
Authentically connecting your brand with Gen Z and Millennials [REPORT]
As the Gen Z audience grows more powerful, how can brands successfully optimize their connection with them... whilst remaining loyal to Millennials?
