Research

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.

The third in a four-part series called The Time is Now in partnership with CMC, Culture Marketing Council – The Voice of Hispanic Marketing. Our expert panel will provide an update on the tech devices and media platforms we are using, and the evolution of SVOD since 2018.  We will also look at the continued power of both in-culture content and recent cultural cross-pollination trends in overall content.

Last year around this time, I published “The State of the Union – Privacy Law’s Impact on the Sample Industry” sharing my views on how privacy legislation impacted the sample industry in 2019. Since then, the world has radically changed.  A worldwide pandemic sparked a global health crisis. Social and political unrest upended the status-quo, and Joe Biden was elected the 46th President of the United States. The election was so bitterly contested that it resulted in a violent attack by extremists on the U.S. Capitol. Many are wondering how we can collectively move forward.  By Art Padilla is a Director of Panels at ThinkNow.

Our Friends at ThinkNow posed the following:  ”Acculturation has long been used in media research among Hispanics respondents but it is time to revisit it use. Acculturation assumes a linear progression towards American culture.  American culture becomes increasingly shaped by diverse audiences”.  We asked our readers at HispanicAd and the results are in.

After a year of unprecedented disaster and turbulence – the Covid-19 pandemic and economic crisis, the global outcry over systemic racism and political instability – the 2021 Edelman Trust Barometer reveals an epidemic of misinformation and widespread mistrust of societal institutions and leaders around the world. Adding to this is a failing trust ecosystem unable to confront the rampant infodemic, leaving the four institutions – business, government, NGOs and media – in an environment of information bankruptcy and a mandate to rebuild trust and chart a new path forward.

GroupM, WPP’s media investment group, released new research that reveals that 1 in 2 (54.3%) of consumers believe it’s important to be equipped with the latest technology. Additionally, almost 82% of respondents believe that either they or a family member should be the only ones with access to health and fitness tracker data.

The ANA introduced new tools and capabilities designed to help marketers navigate the growing complexities posed by the procurement, integration, and activation of advanced marketing technology to optimize their technology investments.

America is often described as a “melting pot” of different nationalities, ethnicities, and cultures. Much to the dismay of Teddy Roosevelt (who in a 1916 speech noted “There is no room in this country for hyphenated Americanism”), Americans have perfected naming each ethnic group within our borders distinctly, and those names have evolved.

While it’s more complicated than ever in the Covid-19 pandemic, don’t abandon forecast modeling. Just change how you do it.

In 1965, he joined National Airlines as the Director of Planning beginning a career in Economics and Marketing Research. By 1968 he was President and CEO of First Research and later founded Strategy Research Corporation on St. Patrick’s Day in 1971. SRC specialized in the Hispanic Market and forecasting. SRC published biannual comparative economic and population studies for over 30 years. His spirited entrepreneurial drive led him to charter banks, develop auto related businesses and found New Miami Magazine.

Ipsos created the “Índice de Confianza del Consumidor – ICC”, in Puerto Rico.  It seems Consumers are more confident.

The year 2020 has tested our patience, faith and strength. It’s been a year filled with many challenges. But despite all the extraordinary circumstances happening around the world, we have succeeded through the tenacity and creativity of the women and men who work at this extraordinary agency.  

As brands look to build and rebuild, they will need to look for growth opportunities within the rapidly growing multicultural markets. To arm them with the cultural insights needed, the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) is releasing its 2020 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. The new publication is now available to view online or download for free.

Re-Evaluating Media for Recovery and like the 2018 paper, Re-Evaluating Media, before it, this report commissioned by Radiocentre aimed to identify the truth about media effectiveness for 10 different media types. It also set out to establish the gaps that exist between the reality and the perceptions of reality about which are the most effective media channels, while also identifying the critical media attributes required to grow brands. This is more relevant than ever in these most uncertain of times.

62% of Asian Americans said they don’t often feel represented in advertisements; 41% of Hispanic Americans said the same

Recent innovations in TV are providing more valuable options to the ad buying process and promise to improve the consumer experience. Advertisers now have many choices when it comes to advertising. From new streaming platforms to rapid innovation in advanced TV, advertisers now have more ways of getting in front of audiences in an addressable way and networks have the ability to unlock more premium inventory.

Bilingual and bicultural Latino Americans often serve as “digital sherpas,” or guides, for foreign-born family members who have yet to master the American ethos and language. Navigating the intersectionality of both U.S. and Latino value systems, these interpreters often inform brand and product purchases, search, and content consumption for friends and family members from an early age.

As first reported by Inside Radio, Nielsen will no longer include the ratings for non-subscribing radio stations in the summary dataset that fuels the major buying systems used by agencies and advertisers. The new policy goes into effect in 2021 and ad agencies are still figuring out how to deal with not having a view of the total market when placing ad buys.

The U.S. Census Bureau treleased its 2020 Demographic Analysis, which provides a range of estimates — low, middle and high — for the nation’s population as of April 1, 2020. Instead of collecting responses from households like the 2020 Census, Demographic Analysis uses current and historical vital statistics records and other data to estimate the size of the U.S. population. By releasing these estimates ahead of the first results from the 2020 Census, Demographic Analysis offers an independent measure of the population for comparison with the official census counts.

According to a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC), subscription video on demand (SVOD) users ages 13 to 49 have become more culturally literate, primarily due to Netflix, YouTube creators and social media featuring increasingly diverse and global content. In fact, more than half of Gen Zers and parents have watched a show in a language they do not speak, with Hispanics over indexing on this