Research

In this episode of The New Mainstream podcast, Michelle O’Grady Caballero, Founder and CEO of Team Friday, introduces the concept of “ground truthing” and how it can be used to combat false narratives and challenge assumptions.

While Hispanics represent the largest minority segment in the U.S. today, the total population is facing a decline in the next decade, which may signal the demise of the majority or minority groups in the U.S. in 20 to 30 years.

Hispanics have been the country’s key indicators of consumer sentiment since the COVID-19 crisis began. But for too long, this group has been viewed as a single segment. Aside from being the largest racial or ethnic group in the U.S., Latinos are a diverse, intersectional group with different experiences, perspectives and expectations.

As brands seek ways to establish deeper, more personalized connections with consumers, they’re engaging social media influencers more heavily than in previous years. This increased focus speaks to both fragmenting media consumption and the significant engagement that many influencers boast across channels like YouTube, Instagram and TikTok.

NBCUniversal Telemundo Enterprises released an in-depth national poll of the Latina community designed to develop insights on their current outlook at a critical moment in American history. In partnership with Hispanas Organized for Political Equality (HOPE) and Latino Victory Foundation, “The Latina Pulse: Champions of Change” is a detailed poll which surveyed Latinas across wide-ranging topics including education, healthcare, workforce and politics, drawing actionable findings to better understand and engage this fast-growing and influential demographic.

Over 58 million Americans listened to a podcast in the past week. Podcast listeners are a marketer’s dream: young, affluent, and receptive to advertising.

The Desert Southwest region has long set a dizzying pace for population growth, expanding by at least twice the national average every decade from 1950 and 2010. Does business growth in this region mirror this population change?  In a word — yes.

First-party relationships are the key to unlocking first-party data — but that’s only the beginning

Ampersand, the audience-first TV advertising sales, data and technology company, announced the availability of its Total TV Measurement solution for advertisers and agencies.

Many have speculated as to how Hispanic online search behavior differs or is similar to that of non-Hispanic Whites. Numerous studies have been conducted on the subject. Results often fall victim to the same issue, that respondents tend to tell researchers what they think we want to hear. But what we’re looking for is a better understanding of what these cohorts really do while searching online.

Nielsen announced that it will take the lead on an “Impressions First Initiative” to support an industrywide move to impressions-based buying and selling in local markets across the U.S.

Edelman Trust Barometer special analysis of the Hispanic community reveals that while the U.S. Latinx community is optimistic about their economic future and is more trusting of institutions, they are also deeply concerned about the realities of the past year. They were severely impacted by Covid redundancies, which saw unemployment reach 15 percent among Latinx, the highest of any group, and yet, they remain optimistic about American institutions. This is particularly true for government, as they are the only group to trust government more than business. More than any other audience segment, they expect action from the brands they buy and the employers they work for and are ready to take action themselves if things don’t change.

In this episode of The New Mainstream podcast, Kalil Vicioso, founder of Tiny Hat Consulting, explores the intersectionality of sensory research, social media, and search and how they help marketers build cultural intelligence.

ThinkNow announced the launch of its Cross-Cultural Council. This one-time think tank brings together some of the most innovative brands to lend their experience and expertise to improving multicultural marketing and advertising industry wide.

90% of Americans say the internet has been essential or important to them, many made video calls and 40% used technology in new ways. But while tech was a lifeline for some, others faced struggles

Is data overload actively inhibiting insight and making it harder for comms professionals to find the story in the noise? Our recent study, ‘Five crucial steps to a smarter communications strategy,’ seeks to answer this and other questions… and unveils the vital strategies that empower brands to manage their reputations successfully.

The Media Rating Council (MRC) announced that the MRC Board of Directors has voted in favor of the following actions:•To suspend the MRC accreditation of Nielsen’s National Television service.•

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2020 Hispanic Content, Data & Social Marketing Report for our readers.

About six-in-ten adults (61%) say the declining proportion of Americans who identify as White – a trend documented this month in new data from the Census Bureau about Americans who identify as solely White and not Hispanic – is neither good nor bad for society. About two-in-ten (22%) say it is bad, including 9% who say it is very bad. Slightly fewer (15%) say it is good for society, including 7% who say it is very good, according to the survey of 10,221 adults, conducted July 8-18, 2021.

Evidence-based metrics saved used cars, personal finance, and higher education ratings — now they’re coming for digital media