Research

Around 10 million U.S. mothers living with their own school-age children were not actively working in January — 1.4 million more than during the same month last year, according to new U.S. Census Bureau data.

New demographic insights across TV program talent and viewers will empower the entertainment industry to create more inclusive content

The U.S. is rich in complicated history and diversity. While we may contend with a divisive society, Gen Z, could be key to bringing us together and elevating brand standards at the same time. As the first multicultural majority generation, Gen Zers under 18 are fueling culture plus interpreting and reinventing the American theme—and that is having an impact on Main Street and on Wall Street.  By: Nancy Tellet, CMC Research Chair, Culture Marketing Council: The Voice of Hispanic Council

Given consumers’ budding on-demand lifestyles, it’s not surprising that podcasts have become the darlings of the audio realm—for consumers, content creators, and now, advertisers. This is good news for everyone, but as the podcast landscape broadens, content creators and advertisers will be increasingly tasked with ensuring that their programs and messages align with who’s listening. And when we look at audience trends, creators and advertisers should be focused on where the growth i

Consumers are paying more attention than ever to how companies navigate social and racial justice issues and reward brands that align with their values. Getting it right, though, can be a daunting task, even for experienced brand managers.  By Roy Eduardo Kokoyachuk- ThinkNow

NBCUniversal announced that its 42 NBC/Telemundo stations and seven regional sports networks are officially moving to 100 percent impressions-based buying for all local advertising campaigns as of April 1, 2021.

Today’s multicultural teens and parents ages 25-49 have little tolerance for being disrespected by brands. According to a recent study by the Cultural Marketing Council: The Voice of Hispanic Marketing (CMC), more than half of people ages 13 to 49 have quit a culturally illiterate brand, saying it offended them or disrespected their values—that number skyrockets to 72 percent among Black female parents  ages 25 to 49. Thirty percent of teens and adults who have already quit a brand also said advertising adjacent to offending content was the reason for a brand break-up.  By Nancy Tellet, CMC Research Chair, Culture Marketing Council: The Voice of Hispanic Council

Marketers have entered an age of uncertainty, facing more roadblocks to measurement than ever before. The media landscape is becoming increasingly complex, with the explosion of different channels and data sources posing measurement challenges.

According to a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC), despite a multicultural majority among the under-18 age segment, most non-Hispanic white (NHW) teens do not experience the MC majority reality in their daily lives—from their schools and neighborhoods to their friendships online and in real life. Regardless of race or background, teen stress levels are high, trust circles are tight and vary among kids and parents, depending on culture, age, and experience with organizations and institutions.

The unemployment rate has come down significantly since last spring, falling to 6.3% in January 2021. But labor market disruption remains a hallmark of the COVID-19 recession.

One of the most important generations in American history — baby boomers — is tired. That’s according to the first installment of an extensive research study conducted by the integrated cross-cultural marketing agency Sensis.

For a culture often defined by coming together, such as through family meals, worship services and visits to the barbershop or salon, 2020 presented Black families with shared and unique obstacles, especially families with kids. As a result, many Black families found new ways to engage with content celebrating Black culture and about Black identity in America.

The 2020 Demographic Analysis estimates include national-level estimates of the population by age, sex, race and Hispanic origin as of April 1, 2020.

It is my attempt to summarize as clearly and simply as possible the process by which people choose between brands based on their intuitive and deliberative thinking. I would love to hear your thoughts about it, good, bad, or indifferent.  By Nigel Hollis

The news media’s transition to digital has brought major upheaval to the industry – including a multitude of new providers and ways to get to news. And just as American news organizations have had to drastically reevaluate their business models, it would make sense that researchers who are trying to measure the U.S. public’s news consumption also need to reexamine the traditional ways they have done so.

Univision will serve as a member of the primary Steering Committee dedicated to creating a standard by which all parties in the TV ecosystem can collaborate and unite on addressable advertising.

In this report, we examine consumer sentiment across key demographics in the U.S. The findings are especially relevant this year as marketers scramble to get a pulse on the post-pandemic consumer.

According to KPMG’s Corporate Data Responsibility survey, 97% of American consumers indicated that data privacy is important to them, yet 68% don’t trust companies to ethically sell personal data. And COVID-19 has only made consumers more aware of data privacy issues—making it even more imperative that companies act responsibly.

It was less than two weeks after the storming of the U.S. Capitol and the night before President Joe Biden’s inauguration.  I spoke with Mario X. Carrasco, Co-Founder and Principal of ThinkNow, an award-winning, technology driven cultural insights agency. The plan was to talk about multicultural marketing.  We did.  But we talked about a whole lot more.

VAB’s Audience Migration in Context: Leveraging Population Shifts to Unlock $4 Trillion in Buying Power, highlights a significant disconnect between the realities of population dynamics with how advertisers are buying their TV schedules.