Seven crucial elements of a first-party and data-centric advertising strategy
Research
How to Prepare for the Changing Nature of Data
WFA launches global industry census
WFA is launching the world’s first-ever global census of the marketing and advertising industry, designed to provide hard data on the people who are working in the profession.
Black and Hispanic Americans See Their Origins as Central to Who They Are, Less So for White Adults [REPORT]
Six-in-ten Americans say they are very familiar with their origins. Black and Hispanic adults feel more connected to roots than White adults
Better Analytics Help Media Companies Make the Most of Promos
Data-based insights help TV networks make strategic decisions around promo loads, promo saturation, and use of sister networks.
Americans and ‘Cancel Culture’: Where Some See Calls for Accountability, Others See Censorship, Punishment
People have challenged each other’s views for much of human history. But the internet – particularly social media – has changed how, when and where these kinds of interactions occur. The number of people who can go online and call out others for their behavior or words is immense, and it’s never been easier to summon groups to join the public fray.
Mega Trends Transforming the United States Through 2030
Frost & Sullivan’s recent analysis, Transformative Mega Trends in the United States through 2030, examines the complex intersections of social, education, work, political, economic, and urbanization trends set to converge in the next decade.
Consumer Psychographics Redefine Audience Segmentation On Road to “Next Normal”
Stay at home orders across the globe has had an immediate impact on consumers. Streaming times are at an all-time high, food delivery services are at max capacity, and almost all of us have become gamers. While it is true that immediate consumer behaviors have changed during stay at home orders, the real question marketers are grappling with as mandates are slowly lifted is if the disruption in purchase routine will affect consumer behavior long-term, and if so, how. By Mario Carrasco / ThinkNow
LGBTQ Inclusion [REPORT]
As part of the launch of The Visibility Project, P&G and GLAAD also announced findings from the “LGBTQ Inclusion in Advertising and Media, Advertiser and Agency Perspectives” study.
Unveiling the Multifaceted and Fluid Nature of Identity and How Brands can Connect with People in Culturally Relevant Ways
NBCUniversal, MAGNA, and Identity revealed Deconstructing Diversity Today, a new research study that explores the full spectrum of diversity, and the role that brands play in acknowledging and amplifying cultural identification.
Black and Hispanic Americans See Their Origins as Central to Who They Are, Less So for White Adults [REPORT]
Six-in-ten Americans say they are very familiar with their origins. Black and Hispanic adults feel more connected to roots than White adults
FIRE UP THE GRILL: increase in spending on Barbecue-related goods
U.S. consumers purchased barbecue-related consumer packaged goods (CPG) items at a faster clip this past April than they did over the same period in 2019, according to new analysis from NCSolutions (NCS). Also, consumers spent more in April 2021, compared to March 2021, than is typical at this time of year on a range of barbecue-focused products.
Gen Z, With Their “Instagram” Lives, Are Driven By “STYLE”
According to researcher Jason Dorsey, Gen Z is “the most photographed generation in the world’s history.” Gen Z members 17 and under are also the first multicultural majority generation in America as of 2020, with Hispanics being the largest multicultural segment at roughly half. Our country’s changeover to a multicultural majority continues with all persons under 35 by 2028 and all persons under 50 by 2033. By: Nancy Tellet, Research Chair, Hispanic Marketing Council (HMC)
Nielsen Shares With MRC Confirmed Audience Estimate ‘Understatement’
Nielsen has responded to the Media Rating Council (MRC)’s Monday news release regarding a confirmed understatement by as much as 6% of the Total Usage of Television (TUT) by Persons 18-49 during the ratings measurement company’s February 2021 measurement period. By Adam Jacobson / Radio TV Business Report
Toward The Future Of Digital Audience Measurement
As marketers continue leaning into new tools and technologies to prepare for a world without third-party cookies, much of the conversation about adaptation has focused on planning and targeting. These are obviously critical aspects of any marketing strategy, but it’s important to not exclude the need for accurate measurement as changes in the digital media environment accelerate.
Hispanics & Covid-19 – One Year Later [REPORT]
A follow-up to last year’s COVID-19—A Hispanic Perspective, this report is comprised of information gathered through a variety of sources, including digital activity and social listening. Developed to provide a snapshot of the “mood” of the market, the report identifies fact-based opportunitiesfor brands to make culturally relevant connections, as well as pitfalls they should avoid.
CENSUS 2020: There are 331,449,281 U.S. Residents
The U.S. Census Bureau released the first population counts from the 2020 Census.
9 in 10 Americans say overcoming divisiveness is now more important than ever before [REPORT]
The Public Agenda/USA Today/Ipsos Hidden Common Ground survey revisits the inaugural 2019 poll to uncover changes in how Americans view divisiveness and overcoming divisions, while also exploring the impact of COVID-19 and political events.
Online Focus Groups Expected To Trend Post-Pandemic [PODCAST]
Crystal Martinez, President of Fieldwork Webwork, joins us on The New Mainstream podcast to discuss the state of online focus groups and the trends expected to outlast the pandemic.
Is Your Gen Z Strategy Mobile Only? Not So Fast
It is unquestionable that Gen Z is a mobile-and-short-form oriented audience. Horowitz’s latest report, State of Gen Z 2020, finds that three in four 13-24 year-olds use their smartphones to watch video content—which could include both long-form and short-form—daily or almost every day. In contrast, 62% report streaming video to a TV set, 52% to a laptop, and 36% to a tablet.
Garza named SVP of Research Strategy & Insights at NBCUniversal Telemundo Enterprises
NBCUniversal Telemundo Enterprises announced the appointment of Federico Garza as Senior Vice President of Research Strategy and Insights. Garza will be responsible for overseeing and developing comprehensive research plans through consumer insights, data capabilities and multiplatform measurement that will help drive and underscore the long-range business objectives across Telemundo.