Research

While TV has long been a fantastic way to deliver messaging to a wide audience, marketers have recently been attracted to new methods that allow them to use the deeply engaging medium in a more targeted fashion. Delivering TV ads to highly specific audiences by leveraging data is something of a holy grail for marketers, and can help them reduce the waste that comes with typically massive scale buys.

More than 80% of women claim to distrust the news media, citing “inadequate fact checking” and “political bias” as the primary causes.  When asked about their trust in advertising, the response was similarly distrustful: 80% of women say they don’t trust ads.

Overall, the study found that coupon use is holding steady with 90 percent of consumers obtaining them from a variety of online and offline sources. This finding is consistent across audiences, including various generations and demographic segments, such as millennials, multicultural consumers and parents.

Univision Communications Inc. (UCI) announced its partnership with CivicScience, to provide research on the Hispanic consumer and emergent trends.

At Nielsen, we analyze the return on investment (ROI) across thousands of brands every year through our marketing mix models, and we’ve seen a wide variety of ROI results among Spanish TV advertising efforts. And the good news is that driving strong ROI from Spanish-language advertising is obtainable, and our research points to some key tips that can help advertisers achieve strong outcomes more consistently.

Multicultural marketing has created a marketing economy based on segmenting the population by ethnicity. While ethnicity segmentation has worked for the past several decades, as I pointed out in an earlier column, that foundation is starting to crack. Our industry is experiencing a paradigm shift. As we attempt to make sense of this existential crisis of marketing models, we should consider how we segment and why.  by Mario Carrasco – Partner, ThinkNow Research

It’s hard enough to hold one person’s attention, let alone an entire generation’s. Millennials—now the largest generational group in the U.S.—have grown alongside advancements in technology and media platforms, placing them in intriguing territory with regard to media habits. When it comes to television, their eyes are glued to the screen. With commercials, they’re still tuned in—but their eyes are on their cell phones.

These findings illustrate a profound gap between the desire to succeed – which is real and shared among these young people – and the knowledge and opportunity of how to succeed. For a generation experiencing far less economic growth than prior generations, understanding these potential misalignments are as urgent and pressing as ever.

Imagine, if you will, a thick hamburger patty being pulled off a sizzling grill and laid on a freshly toasted bun. Cheese slowly melts on the patty while it’s topped with lettuce, tomato and secret sauce drips as the top bun is perfectly placed. Now imagine two hands reaching to grab the delicious-looking burger. You see the person open their mouth, take a bite and close their eyes to enjoy each moment of the experience. Their eyes open and the only thing left to do is smile.  Which of these moments — the images of the burger or the person eating it — do you think communicates great taste at higher levels?

Nielsen data has already shown that multicultural consumers are driving trends across alcoholic beverages, but a recent study found they are also influencing fresh categories in the grocery store.

Once upon a time, “stores” were buildings made of bricks and mortar that sold an inventory of a few thousand products during regular business hours. The digital revolution changed all that: e-commerce retailers created web shops that were open 24 hours a day, seven days a week.

If media is to change in 2017 then the way it’s assessed also needs to change. That means better, more relevant metrics, measures that reflect how media can add value to a brand and drive business success.

Isolating and diagnosing the effectiveness of your brand’s communications can be difficult even on familiar ground. With Hispanic consumers, even more variables are in play. These are the most common mistakes brands are making in measuring Hispanic campaigns — and how to avoid them.  By Aleena Astorga Roeschley – Communicus, Inc.

Nielsen announced that Univision has signed a multi-year agreement with Nielsen Audio.

About half (54%) of Hispanics say they are confident about their place in America after Trump’s election while four-in-ten Hispanics (41%) say they have serious concerns about their place in America.

Anyone who wants to understand today’s news environment faces a challenge: How to discern the nuances of digital news habits when Americans’ attention spans are fractured, human memory is naturally limited and news comes at them every which way.

An in-depth analysis of the current state of media ROI analysis has found that while progress has been made toward development of methods that enable near real-time cross-platform attribution and ROI analysis, much work still needs to be done and few viable integrated systems for looking at consumer behavior cross-platform are yet available.

With the rapid growth of multicultural households in America and their unparalleled influence on the marketplace, there is a strong need for retailers to revise their in-store strategies to include a wider range of fresh food products and flavor profiles that cater to the multicultural consumer set. 

Only six weeks in, 2017 is already showing signs of being a big year for multicultural marketing. Corporations are doubling down on diversity initiatives. Strategic purchases and mergers have occurred and projected multicultural spend is trending upward for the year.  But despite this year’s momentum, I just can’t shake the notion that targeting and segmenting via ethnicity is weighing us down.  by Mario Carrasco –  ThinkNow

If you are in Kindergarten in America you already know that more than half of your classmates are minorities. The U.S. Census Bureau revealed in 2014 that more than half the children under 5 years old in the U.S. were ethnic minorities.  And by 2020, more than half of the nation’s population under 18 will be part of a minority race or ethnic group.