Research

Nielsen announced an agreement to use Comcast’s set-top box data in its local television measurement service. With this agreement, Comcast becomes the fourth major cable or satellite provider whose non-personally identifiable TV viewing data is being integrated with Nielsen’s comprehensive panel data.

The pace of change in today’s corporate world is astonishing. A quick glance at the most highly valued companies of 2017 compared to those in 1990 will make obvious how rapidly things have changed on Wall Street and board rooms across the nation. In 1990, the most highly valued companies in the U.S. included mostly petroleum, automotive and prior generation electronics whereas today, companies like Apple, Comcast, Tesla, Facebook, Google and Amazon have quickly taken prominent positions as employers, innovators and highly sought-after blue chip stocks. 

By César M Melgoza, Founder & CEO of Geoscape

US consumers are spending more time with their digital devices than ever before, and that holds true while they’re already watching something else. eMarketer estimates 177.7 million adults will regularly use a second-screen device while watching TV this year, an increase of 5.1% vs. 2016.

Recent studies from key players in the world of ad tech tell quite different stories of how video ads seem to be performing, based on completion rates, viewability rates, clickthroughs and more.

Culture shock is another important factor that has played a role in the development of the New Latino segment. Culture shock can be defined as “a meta reaction both to strangeness and to the awkward feelings provoked by strangeness in an escalation of anxiety” (Korzenny et al., 2017).  Culture shock, as the name implies, occurs when one enters a culture different than his or her own and discovers he or she does not know how to navigate it appropriately. When Latinos come into the U. S., they begin to question their host culture as well as the culture they left behind.  By Alessandra Noli  – Florida State University / Center for Hispanic Marketing Communication

I have already written about this before, and I think this is probably one of the biggest misconceived concepts marketers have in this country. One that keeps fueling the “one size fits all” Total Market approach.  By assessing their choice for headline, even the Pew Research team show a little bias towards the chart on your right side (Share of Latinos who Speak Spanish) instead of focusing on the chart on the left (Absolute number of Latinos who speak Spanish).  By Isaac Mizrahi – Co President, Chief Operating Officer at Alma

Kantar Millward Brown has transformed its annual Getting Digital Right study into a global Getting Media Right study. Why? Because digital cannot and should not be considered in isolation from the rest of the media mix.  by Nigel Hollis

With the new television season in the U.S. now upon us, viewers are able to connect with new program offerings as well as old favorites. While much focus will be on the shows themselves, Nielsen took a look at insights surrounding the advertising inventory—from how much money is spent on advertising over platforms to the commercial ratings lifts of ads beyond seven days to how marketers are leveraging branded integrations. After all, it’s these commercial spots that help underpin a multi-billion dollar industry, powering a large part of the media ecosystem.

While scientists have argued over the question of whether or not race is a real or artificial concept, complicating the issue, and perhaps lending credence to the idea that race is a societal construct, is that the federal government, in the form of the U.S. Census, has continually changed its system of racial categorization.  By David Morse – New America Dimensions

Technology-driven structural change is afoot: driverless cars,  robots at work, AI fueled investing, learning, decision-making.  Millennials are taking charge as the largest generation in the workforce. These phenomena are no longer far out on the horizon but are here today.

Simmons Research announced the release of its Sports Fan Engagement Study, a trusted solution that provides in-depth insights into sports fandom in the United States.

MKTG’s Decoding 2.0 Study uncovers the vast differences in how fans in the US receive sponsor messaging around sport and lifestyle properties.

Music is a big part of daily life and special occasions for most Hispanic consumers. According to our annual Music 360 report, 93% of the Hispanic population (age 13+) in the U.S. listened to music in the past year, and 59% consider music important, compared with 51% of the general population.

According to a series of recent online surveys conducted in the U.S., Mexico, and Canada by Ipsos on behalf of the United Bid Committee, just over half (55%) of all adults report having watched the men’s international soccer/ football tournament known as the (‘FIFA’ in Canada) World Cup in the past. However, viewership in Mexico (83%) is nearly twice as high compared to the U.S. (45%) and Canada (47%) – including a significantly greater proportion of adults in Mexico who say that they are avid watchers of past World Cup matches (33% vs. 17% U.S. and 11% Canada).

In the world of innovation, there’s a clear line of separation between a concept and a product. A concept represents what you plan to offer; it’s a helpful tool for prioritizing features and claims and for determining how to communicate the product’s benefits. It also informs ideal price points and which varieties will be needed to drive trial. On the other hand, a product is a tangible object that consumers purchase and use; its long-term success (i.e., repeated purchasing) relies heavily on the experience that consumers have with it.

The job of managing the amount of data available to marketers has become too big for humans alone to handle. If marketers haven’t yet handed off some data management tasks to machines, they undoubtedly will soon. Allen Nance, global CMO at marketing automation firm Emarsys, spoke with eMarketer’s Sean Creamer about what artificial intelligence (AI) does best, while leaving human marketers to refocus on connecting with consumers.

Hispanics are a group of individuals who are heavily influenced by people in their close network. Like most individuals, their actions and behaviors are affected by those who they identify with and deem trustworthy. With regard to Hispanics, the role of reference groups in influencing their consumer behavior across acculturation levels is important, as many of these individuals have no experience in the American market or have never seen these brands before. They depend on those they trust and those who are knowledgeable to guide them while they learn and establish their own consumer behavior pattern.  By Maria Puente and Sean Sawicki – Florida State University / Center for Hispanic Marketing Communication

Common Sense announced the release of The Common Sense Census: Media Use by Kids Age Zero to Eight, the third installment in an ongoing series of national surveys tracking the use of media and technology among U.S. children from birth to age 8. Among the key findings is the spike in the number of young children who have their own tablet device (now 42 percent, up from 1 percent in 2011) and the amount of time children age 0 to 8 are spending with mobile devices (48 minutes, up from just five minutes in 2011).

Earning college degrees remains a challenge for Latinos: only 21 percent of Latinos have bachelor’s degrees compared to 32 percent of blacks and 45 percent of whites. Latino Education and Economic Progress: Running Faster but Still Behind, a new study from the Georgetown University Center on Education and the Workforce (Georgetown Center), reveals that lagging college degree attainment has led Latinos to become stuck in the middle-wage tiers of the labor market.

Latino small-business owners say they expect to have much higher revenues, hire more employees and are focused on attracting millennial customers, according to a new survey results from U.S. Bank.