Agency

A decade of media evolution has taken place in a few short months. Our latest report assesses which audience behaviours and industry dynamics will stick into 2021

Covid-19 has shattered the demand forecasts that guide retailers and suppliers of consumer goods and services in figuring out how much to order or manufacture, where to stock inventory, and how much to advertise or discount. Early on during the pandemic, sudden lockdowns and a shift to working from home caused panic buying of many food items and household goods. Some items sold out while others languished on shelves.

In its newly released U.S. Local Advertising Forecast 2021, BIA Advisory Services estimates total local advertising revenue across all media in the U.S. will reach $137.5 billion in 2021. This estimate represents a 2.5 percent year-over-year growth from the firm’s final post-COVID estimate for 2020 of $134.1 billion, as businesses start to adapt and rebound from the pandemic lows. As the expected presence of vaccines will help with the continuing rebound in the economy, we expect this increase will occur throughout 2021 even without the presence of significant political advertising

America is in the midst of a demographic transition. Today, 41% of the U.S. population is racially and ethnically diverse, and people are increasingly exploring and defining their personal identities. As the U.S. diversifies, there is a unique opportunity to meet America’s expanding entertainment tastes.

For many workers, COVID-19’s impact has depended greatly on one question: Can I work from home or am I tethered to my workplace? Quarantines, lockdowns, and self-imposed isolation have pushed tens of millions around the world to work from home, accelerating a workplace experiment that had struggled to gain traction before COVID-19 hi

We are often asked, “How long should a case study be?” Our answer: it depends. The important thing is that you tell the right story for the situation.

Gen Z are calling on brands, governments, and leaders to help them build a better normal.

Despite being disproportionately impacted by COVID-19 and one of the smallest ethnic populations in the U.S., Native Americans have made some significant progress this year in elevating their voices in the media, public policies and their communities.

NBCUniversal Telemundo Enterprises announced the realignment of several of its divisions designed to fuel growth in a rapidly changing media market driven by Latinos’ demand for culturally relevant storytelling across linear, digital and mobile formats. The new structure will maximize Telemundo’s content across all its platforms and strengthen collaboration between the company’s creators and the revenue and distribution team.

Multicultural consumers comprise about 40% of the U.S. population and are important to brands searching for growth outside of saturated markets. Essential to penetrating this consumer group is understanding the nuances of it. Sample providers fulfilling census-representative sample requests or requests for multicultural sample, in general, must build out their panels to include multicultural perspectives from a broad spectrum of respondents across ethnicity, gender, income levels, and other factors. This ensures they obtain functional insights into the diversity of attitudes, interests, and lifestyles that define this multifaceted consumer.

Brands continue to bring some or all creative production in-house for many compelling reasons, foremost among them is the need to pivot quickly in response to unexpected circumstances. And there’s no better example of that than the coronavirus pandemic

Creative quality is the most efficient route to brand impact. So why is creative testing often excluded from brand tracking? Especially during COVID-19?

Círculo Creativo USA announced today that Flor Leibaschoff has been elected as its new President for the 2021-22 term.

For the US Hispanic Market, Miami based ALMA and New York based d exposito & Partners were honored in several categories.

Some of the highest revenue-generating grocery stores in the world are facing sweeping changes to their customer bases and their ability to deliver value to brands as people change where they shop—a change that, for some, may be permanent. The shifts come as COVID-19 forces millions of people to spend more time at home and less time commuting, a key driver of the shift.

Entravision Communications Corporation announced the launch of its new streaming destination, El Botón. Listeners can now stream their favorite Entravision radio shows and stations directly on their mobile phones or desktops by visiting elboton.com.

Estrella Media announced that it has launched its Estrella TV network and its 24/7 Estrella News network on The Roku Channel.

Atlantino LLC announced they have entered into an arrangement with 21In Right, Inc., to serve as Advisors to create and secure marketing opportunities for the Roberto Clemente Brand.

The COVID-19 crisis had a quick impact on advertisers’ media budgets. Those in sectors such as travel and cinema, where consumer spending plummeted, slashed budgets. Those in other sectors, such as consumer packaged goods (CPG), digital retail, and healthcare, rushed to increase and redirect their budgets, hoping to gain market share as consumers flocked online—though some then pulled back, unable to keep up with consumer demand.

With all the racial unrest this year, the advertising industry has caught the wave of Diversity, Equity and Inclusion.