Agency

As forms for the 2010 U.S. Census arrive in households across the nation this week, a new Pew Research Center survey finds nearly universal awareness of the census, with 94% of Americans saying they have heard of the census and 79% having heard something recently about it. Nearly nine-in-ten Americans (87%) now say they definitely or probably will fill out and return their forms, or have already done so. This represents a six-point increase in likely participation since January.

The State of the News Media 2010 is the seventh edition of our annual report on the health and status of American journalism.

The reports goals are to take stock of the revolution occurring in how Americans get information and provide a resource for citizens, journalists and researchers to make their own assessments. To do so we gather in one place as much data as possible about all the major sectors of journalism, identify trends across media, mark key findings, delve deep into each sector and note areas for further inquiry. DOWNLOAD REPORT HERE.

Today’s consumer is emerging from the recession with a radically new definition of the American Dream and a renewed sense in their own resourcefulness and priorities, according to a just released quantitative study of 1200 consumers and qualitative research with nearly 700, conducted by Ogilvy & Mather Chicago in partnership with
leading consumer insight company Communispace. DOWNLOAD REPORT HERE.

Grammy award–winning singer/songwriter Marc Anthony is the latest super star to be featured on ESPN Deportes’ “SportsCenter Makes You a Sports Expert” ad campaign. The commercial will debut on ESPN Deportes tonight during the 11 p.m. edition of SportsCenter.

The recent activation of the 2010 Census should be a reminder to all of us on how far Hispanic market thinking has evolved since the last iteration of the Census in 2000. Over the course of the past 10 years, thousands of customized research projects have been commissioned by companies, secondary data from Pew and others has been widely distributed, blogs have been written and twittered daily… the list goes on. By Miguel Gomez Winebrenner. Available on HispanicCMO.com

IKEA announced that it has awarded its integrated communications account to Ogilvy & Mather and *S,C,P,F , Ogilvy’s Hispanic agency partner.

US marketing executives were much more optimistic about the economic outlook in February 2010 than they were the year before, when the recession was in full swing, and many were planning to increase budgets, according to the “Marketing Trends Report 2010” from Anderson Analytics and the Marketing Executives Networking Group (MENG). But they have become even more focused on getting a good return on their marketing investments. DOWNLOAD REPORT HERE.

Spending on Spanish Language and African-American media declined 4.7% and 7.3%, respectively, in 2009, according to figures released today by The Nielsen Company. The declines are consistent with the trend in overall advertising, although the drops aren’t as deep. Last month, Nielsen reported that ad spending fell nine percent in 2009, despite significant increases in Cable TV.

The focus of marketing is often to attract new customers but equal focus must be put on past and present customers, in order to win acceptance of a line extension or understanding why a former customer abandoned your brand. Understanding and keeping a loyal customer is worth more money than a one-time purchase by a consumer that wants to try the new flavor of the month. Energy must therefore be put into understanding this consumer group better. DOWNLOAD REPORT HERE.

After the Food & Drug Administration loosened its rules in 1997 on direct-to-consumer (DTC) drug ads, pharmaceutical companies ramped up marketing budgets to promote their products through media advertising. Category spending expanded at 40-50% annual rates over the next several years, raising the profile of the industry on both Madison Avenue and Main Street, while also helping drive growth of the overall advertising economy. DOWNLOAD REPORT HERE.