Research

Nielsen announced that it has reached a long-term agreement for national and local TV ratings measurement with Univision Communications Inc. With this new multi-year agreement, all Univision’s properties including Univision Network, UniMás Network, Univision Deportes (UDN), Galavision Network, El Rey and 36 Univision and UniMás Local TV stations across 19 local markets and Puerto Rico will have continued access to Nielsen’s broad suite of measurement and analytics services.

A majority of younger Americans as well as minority groups believe the way their credit is assessed stacks the economic odds against them relative to other demographics. Eight out of ten Hispanics and African Americans say their credit score is an inaccurate representation of who they are, and want lenders to look at more factors in lending decisions.

When implementing advanced attribution models to better assign marketing credit across touchpoints, marketers grapple with choosing the best metrics among overabundant data points. To avoid getting overwhelmed by a sea of clickthrough rates (CTRs), impressions, likes, shares and viewthrough rates, marketers are performing metrics mapping exercises to assess the relevancy of these channel-level metrics against a larger company goal.

In today’s world, crafting a data-driven marketing strategy is critical for any organization. To that end, most marketers turn to data management platforms (DMPs) to help them deliver and execute their respective strategies. According to the Nielsen CMO report, 63% of marketers in the U.S. consider DMPs one of the top three most important marketing and measurement technologies.

As promotional and outreach activities are ramping up across the nation ahead of the 2020 Census — from establishing local and state complete count committees, to diverse partners coming together to reduce the undercount of children and other hard to count populations — tthe U.S. Census Bureau announced its long-planned communications campaign platform: “Shape your future. START HERE.”

Marketers, publishers, marketing service providers, and technology developers expect their spending on data and data-related services to increase in 2019, according to “The Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience Insight” the fourth annual benchmarking report conducted on behalf of the IAB Data Center of Excellence released by the IAB and research and consulting firm Winterberry Group.

Despite the prevalence of digital technologies rippling through many aspects of our daily lives, an increasing percentage of Americans are embracing over-the-air (OTA) television.

Data science and analytics will be the technical skills most needed at digital ad agencies worldwide in the next two years, according to a poll by Marketing Land.

Marketers, publishers, marketing service providers, and technology developers expect their spending on data and data-related services to increase in 2019, according to “The Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience Insight,” the fourth annual benchmarking report conducted on behalf of the IAB Data Center of Excellence released by the IAB and research and consulting firm Winterberry Group.

Markets around the world have faced fluctuating economic conditions in recent years, with many economies experiencing varying degrees of growth or recession. Amid these unpredictable conditions, many experts expected an uptick in consumers’ financial situations and millions of consumers to join the middle class.

Overall gain is driven by rise in share of higher-income immigrants who have lived in the U.S. for more years

Hispanic small business owners are confident about their 2019 business outlook, with strong majorities planning for increased revenue, growth and expansion – eclipsing their non-Hispanic counterparts by double-digits on all indicators.

African Americans are a cultural force in the U.S. The latest chart-topping hits, fashion trends, dance crazes, and product trends all bear the fingerprints of a culture that is rich, innovative and constantly tuned into what’s now, new and next.  By Nidia Serrano

Are U.S. Asians “crazy” rich? Our research shows that the average U.S. Asian household makes 36% more than the typical U.S. household – and that their spending power will continue to grow. Don’t miss out on capturing opportunities with this fast-growing consumer market!

Around the world, consumers are growing increasingly optimistic about their financial wellbeing, particularly in developing markets throughout the Asia Pacific, Africa, Middle East and Latin America. Globally, 58% of global consumers feel they are better off financially than they were five years ago, with nearly a half of consumers in North America (46%) feeling positive about their current situation. However, a sizeable proportion of consumers feel that they are in survival mode, with sentiment differing considerably by region and country.

The poverty rate declined overall in 2017 but the rate among Hispanics had one of the largest year-to-year drops across demographic groups and was the lowest since poverty estimates for Hispanics were first published in 1972.

CMO Council Research Lists Amazon, Starbucks and Apple as Leaders in Guiding the Customer Journey and Using Experience for Competitive Advantage; Issues Call to Action for Brands to Identify Micro-Moments of Opportunity to Further “Human” Relationships

In a poll conducted by ad measurement firm Integral Ad Science (IAS), 69.0% of agency executives say that fraud was the biggest hindrance to ad budget growth, compared with more than half (52.6%) of brand professionals who said the same.

When it comes to popular culture, US Hispanics are prolific consumers – so understanding their preferences among genres, actors, and actresses is a top priority for the movie industry.

Over the past 50 years – from the Silent Generation’s young adulthood to that of Millennials today – the United States has undergone large cultural and societal shifts. Now that the youngest Millennials are adults, how do they compare with those who were their age in the generations that came before them?