Research

There is not one simple definition so there is not one simple strategy to reach them, and connect.  The 37-year-old Millennial is … everything you’d expect from a millennial, and in some cases more.

With culture at the very heart of the identity of different groups across the country, the United States has become very diverse with regard to the different groups that comprise it. As such, Hispanics have become a very unique group to market to within the United States. Targeting this demographic is a distinct task, as the group itself is often mistaken to be one homogeneous culture. However, although Hispanics share many ideals, it is important to remember that each group that comprises Hispanics contains its respective identity; and, with these groups having generational identities within them, marketers are tasked with creating campaigns that acknowledge their unique identity while embracing the different values that they share.  By Sean Sawicki / Florida State University

The results are an eye-opener for marketers and their brands as they show how marketers’ societal biases and age-related stereotypes are contributing to a significant overestimating of millennial spending power and an underestimating of the value of consumers 55 and older.

In 2012, Pew Research Center published a glowing report on the state of Asians in the United States that was met by widespread criticism by Asian-American activists.  Highlights included a median household income of $66,000 for Asian Americans, compared to $49,800 for Americans as a whole, and Asian-American median household wealth at $83,500 vs. $68,529 for the U.S. population. By David Morse – New America Dimensions

Individuals in the US still manage to spend the equivalent of half a day consuming media.

William Faulkner’s 1932 novel “A Light in August” famously features Joe Christmas, a man living in the South who passes as white but suspects he has black ancestry.  By CEO and Co-Founder at PACO Collective

Brand-safe media environment has catapulted to the top of media-buying priorities among media agency decision-makers, while research insights, audience analytics and data intelligence collectively rank as the most relevant contributing factor in the decision-making process among marketers.  By Jack Myers

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.

In aggregate, the Hispanic and black radio audience totals 74.7 million people 12 and older, up 6.25% from 70.3 million just five years ago. While tune-in has grown across both black and Hispanic audiences, growth among Hispanic listeners has been notably higher than among black listeners between 2013 and 2017.

The proliferation of new media platforms makes media / audience measurement and consumer insight more challenging, yet more important than ever. But measurement within these new platforms is complex, imperfect and constantly changing. Advertisers, agencies and publishers alike struggle to make the best measurement choices to fit their specific needs and ultimately better their businesses.

#BlackGirlMagic is trending—on social media and in real life. What does it mean?

Millennials are less likely to recycle than other generations, but more likely to buy from companies making a positive impact on the world, a new survey finds.

New survey and ethnography research released by Omnicom Media Group agency Hearts & Science revealed that 66 percent of TV and video content consumed by combined Millennial and Gen X (MGX) audiences is not being captured by current media measurement platforms.   

More than 300 of the sharpest strategists in the ad business gathered in New York last week for the 20th annual 4A’s Strategy Festival, which was themed “Data + Humanity: Planning Redefined.” Speakers — including Publicis Groupe’s Rishad Tobaccowala, Viacom’s Kodi Foster and BBDO’s David Lubars — stressed the importance of the strategy and planning disciplines at a time when the human factor threatens to get lost in the number crunch.

When people consider engaging with facts and information any number of factors come into play. How interested are they in the subject? How much do they trust the sources of information that relate to the subject? How eager are they to learn something more? What other aspects of their lives might be competing for their attention and their ability to pursue information? How much access do they have to the information in the first place?

The African-American and Hispanic listening audience now accounts for one-third of the listening audience, and that number continues to grow.

IRI announced initial findings from an ongoing study into the shopping attitudes and behaviors of Generation Z (aged 21 and under), providing manufacturers and retailers valuable insight into how to effectively communicate and activate with this new generation of consumers.

Today, 36% of U.S. Hispanic adults are bilingual. This includes 25% who mainly use English and 38% who mainly use Spanish. Even among those who primarily speak English, over half consider themselves bilingual

The research revealed social media plays a critical role in how this always-connected generation wishes to engage with companies around corporate social responsibility (CSR) initiatives. Eighty-two percent use social media to talk about issues they care about and a majority (87%) are likely to share their positive opinion of companies addressing social and environmental issues.

Today, the explosive growth of new digital content available via online video distribution networks such as YouTube competes directly with traditional broadcasting creating a new connected landscape with data at the center. With this shift in industry competition, media and entertainment companies aim to maximize content investment and return while providing a differentiated and exceptional customer experience.