The television landscape is undergoing massive change as audience viewing habits shift from linear TV to ad-free streaming options. Major players like WarnerMedia, NBCU, ViacomCBS, and Disney are all pouring resources into their video subscription services at the expense of their broadcast TV and cable networks. By Pierre Bouvard is Chief Insights Officer at CUMULUS MEDIA | Westwood One.
Research
The State Of TV: Cord Cutting, Viewership Declines, And Older Audiences Mean Advertisers Need AM/FM Radio For Incremental Reach And The Light TV Viewer
Online DIY Sample Tools, Not A Fit For Most
The concept of “do-it-yourself” may bring to mind images of re-tiling the bathroom floor or reseeding the lawn. But DIY goes far beyond home improvement projects. About five years ago, online do-it-yourself sample tools began trending. Sample companies would create these tools for clients at little to no charge to facilitate sample buying. However, it wasn’t long before clients realized, like many of us who’ve tried to tile a floor, it may look easy, but looks can be deceiving.
For CMOs, The Path For Growth Is Towards The Multicultural Youth
If you ask a CMO, “Who is your target consumer?” there’s a high probability the answer will be “Millennials or Gen-Zers.” One of the characteristics that distinguish these demographic cohorts is that these are the most multicultural generations we have ever seen in the United States. It is estimated that almost half of all Gen-Zers and 44% of Millennials are from a multicultural background. Together, these two groups represent nearly 42% of the country’s population. By Isaac Mizrahi – Co-President of ALMA Agency
First-Party Data is a Good Start, but it’s Not Enough
No marketer would ever question the need for high-quality data, especially as consumers demand increasingly personalized experiences from brands. Despite the need, however, data quality remains a significant obstacle for brands of all sizes, which means many marketers will struggle to establish the relevant connections that consumers are seeking.
2021’s Most Diverse Cities in the U.S.
America is undergoing an extreme makeover, thanks to rapid demographic diversification.
The Portability of Culture: Technology & Segmentation [PODCAST]
Latino consumers continue to outpace the general market in technology use. This trend is driven primarily by the youth of this demographic. Nearly six in ten Hispanics are Millennials or younger, and Gen Z is the first majority-minority generation. These generations are digital natives and thrive on the mobile experience, which impacts how they interact with e-commerce, social media, and entertainment.
Radio: Live On Air and Everywhere from NPR and Edison Research
NPR and Edison Research released the findings of their first-ever study of its kind on radio — which identifies six segments of radio listeners, their listening behaviors and their attitudes towards advertising.
Branded Integrations Come of Age in a Streaming World [REPORT]
Branded integrations in subscription video on-demand (SVOD) programming don’t just provide brand exposure in an ad-free environment.
Your Data Needs to Be Diverse, Too
To attain efficient growth impact, marketers seek to connect with multicultural segments in relevant and accurate ways that don’t perpetuate negative or false stereotypes.
Wooing Multicultural Majority Gen Z Via Trust, Style and Value Bundles
So, what does work with this first multicultural majority generation? A recent study by the Hispanic Marketing Council (HMC) found that price point alone is not enough with 92 percent of Gen Zers and their parents, who agreed that one or more things matter more than price. Brand trust and style were most important to young Gen Zers. By: Nancy Tellet, Research Chair, Hispanic Marketing Council
Hispanic Consumer Confidence Soars
Hispanic consumers are gaining more confidence in the nation’s economic outlook and their own finances as COVID-19 vaccines become widely available and government support helps hard-hit households recover from the devastating pandemic.
Less Than 13 % of Companies Have Mature Consumer Data Skills and Capabilities
MMA Global published the findings of research that assessed the maturity of consumer data in organizations.
The Benefits of Mobile Sample on Multicultural Research
A few years ago, the concept of autonomous vehicles captivated consumers. While the technology has progressed tremendously, most self-driving experiences are still limited to driver assistance, partial automation, or conditional automation. Innovation develops over time.
COVID Remains Latinos’ Top Concern
Latinos are taking the COVID-19 pandemic seriously, according to a new poll conducted by Univision News and Latino civil rights and advocacy organization UnidosUS, with 45 percent of Latino voters identifying it as their top priority. Fully 71 percent are more concerned about the impact of the virus on their family’s health than their finances, the poll found.
Hispanic Consumers Are Recovery Optimists; Black Consumers Are Cautious Optimists
As more of the U.S. becomes eligible for vaccinations, consumers and companies are seeing the light at the end of the tunnel. “Vaccine small talk” is infiltrating video conferences, and companies and consumers are beginning to talk and plan for a post-pandemic future. And when we look at who’s most eager to move forward, minority groups are leading the charge.
AM/FM Radio Is The Soundtrack Of America’s Recovery And Spending Resurgence
The “ready to go” segment soared from 34% in April 2020 to 61% in March 2021. The pessimistic “wait and see” group dropped from 29% in April 2020 to only 9% in March 2021.
It’s Time for Brands to Rethink Their Omnichannel Strategies
There is no shortchanging the pandemic’s impact on e-commerce adoption, but after living with COVID-19 for more than a year, it’s critical that brands understand that not all online shopping ends with an electronic purchase. And that’s precisely why omnichannel strategies can’t solely focus on the point of purchase.
Public Transportation Commuters concentrated in Large Metro Areas [REPORT]
The report describes the distribution of public transportation commuters across different transit modes and summarizes key geographic, demographic and historical trends. About 5% of all U.S. workers in 2019 commuted by public transportation.
Nielsen Annual Marketing Report: Era of Adaptation [REPORT]
No one was prepared for what the world has experienced over the past year. For businesses, the need for agility was clear, but uncertainty and disruption left most ill-equipped to know how and where to make adjustments.
Smartphone Owners highly concerned about Marketers’ use of their Data
This new survey found that there is heightened concern among smartphone owners for whom there is no one-size-fits-all approach when it comes to navigating the use of their data by app developers and content providers.