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.
Research
Hispanic Consumers Are Recovery Optimists; Black Consumers Are Cautious Optimists
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.
Will the Shift to Digital Make Qualitative Research More Inclusive? [INSIGHTS & PODCAST]
While Latinos over-index on using certain technologies, such as smartphones and social media, broad adoption of video conferencing apps and other online platforms being used to accommodate the shift from in-person to online qualitative research is not as prevalent.
The Growing Diversity of Black America [REPORT]
The Black population of the United States is diverse. Its members have varied histories in the nation – many are descendants of enslaved people, while others are recently arrived immigrants.
Shattering Stereotypes: How Today’s Women Over 50 are Redefining What’s Possible On-screen, at Work, and at Home [REPORT]
Women over 50 are more active, more ambitious and more influential than ever. They run companies, march for human rights and work daily to advance their communities, their families and their bottom lines. The 50-plus woman is successfully redefining these years as her new prime time, but a search for herself on-screen betrays her near-invisibility.
Homeownership in the United States: 2005 to 2019
The U.S. Census Bureau released a new report that examines trends in homeownership over the last 15 years.
CMC rebrands as Hispanic Marketing Council
Today’s marketing landscape is seeing a racial awakening from companies, but consumers are demanding equality and proper representation coupled with culturally literate, responsible practices from marketers. With Hispanics fueling U.S. culture shifts and population growth, the Culture Marketing Council: The Voice of Hispanic Marketing is sharpening its focus, re-invigorating its advocacy for Hispanic marketing, and rebranding as the Hispanic Marketing Council (HMC). At a time when intentional approaches via segment marketing have never been more critical, the HMC continues to be the only organization devoted to promoting the critical role of Hispanic marketing, media and specialist firms in today’s marketplace.
Spanish Broadcasting System signs multi-year agreement with Nielsen Audio
Nielsen announced that Spanish Broadcasting System (SBS) has entered into a long-term agreement for Nielsen Audio services. This multi-year renewal includes a continuation of their audio audience measurement licenses across all five PPM markets and the diary market of Puerto Rico. This also includes AIRE Radio Network, a national radio platform that creates, distributes, and markets, Spanish language radio programming. Additionally, Nielsen Scarborough and the nationwide dataset are included.
Nielsen adds KYPK & KWYT YAKIMA Spanish language stations to TV measurement services
Nielsen and KYPK and KWYT Yakima stations announced an agreement under which Nielsen will provide the Spanish-language stations with local TV measurement services. Hispanavisión, LLC owns stations KWYT and KYPK, which are affiliated with Estrella TV and Azteca America networks, respectively.
Thriving in an AI World [REPORT]
In this year’s Thriving in an AI World, it’s been incredibly fascinating to see that business leaders are confident in AI’s ability to help solve major industry problems, including the challenges brought on by COVID-19, including helping with vaccine developmentand distribution(life sciences and healthcare respondents), detecting fraud (financial services), and improving bureaucratic efficiency (government).
Not All Rating Points are Created Equal
Buying radio is easy. You establish a cost per point and see which stations will meet it. Then, you buy those stations. You get the points you want for the budget you want. SIMPLE. By Charlie Sislen
Tracking Job Losses for Mothers of School-Age Children During a Health Crisis
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.
Nielsen launches Inclusion Analytics to accelerate Diversity Transformation in Hollywood
New demographic insights across TV program talent and viewers will empower the entertainment industry to create more inclusive content
Could Gen Z Be Key to Coming Together and Setting Higher Standards for Brands?
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
The Podcast Audience is Growing, But Advertiser Focus Should be Sharpening [REPORT]
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
A Brand Manager’s Guide to Effective Multicultural Marketing
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
