What’s Broken in Hispanic/Latino Research and What It’s Costing Brands

Hispanic/Latino consumers are driving U.S. growth, but many research systems still flatten their complexity. Here’s where that breaks down and what that costs brands.  By Marta Villanueva - President and Founder at NuThinking, Inc.

Missing Latino Culture Is Missing the Market

For decades, African Americans have shaped culture, driving trends, defining language, and setting the standard for what is considered cool. Today, we are seeing a meaningful shift. Latino culture is stepping into that same shared spotlight, not as a replacement, but as an equally powerful force shaping what comes next.

Sigma Audio Networks expands National Platform with Don Cheto and HOT 97 Mornings with Mero

Sigma Audio Networks, powered by MediaCo Holding Inc., announced a significant expansion of its national audio platform, adding two leading multicultural franchises: Don Cheto and HOT 97 Mornings with Mero.

National Pork Board enlists actor Paulina Chávez to Celebrate Pork’s Flavor, Cultural Roots Amongst Hispanic Gen Z, Millennials

The National Pork Board (NPB) announced the launch of “Explora Todo El Gusto Del Pork™,” a nationwide consumer brand campaign designed to drive long-term demand for pork by engaging Hispanic Gen Z and Millennial consumers, a segment that represents roughly 40% of the 68 million Hispanic population in the U.S., and one of pork’s most important and fastest-growing customer bases.

FOR THE CULTURE: How Multicultural Gen Z Creators Are Shaping Brand Narratives. [REPORT] – PART 5

We are excited to share our new five-part cultural intelligence report, The Omnicultural Series. This series explores the rise of the Omnicultural segment: who they are, how they behave, and, most importantly, what this evolution means for brands and business opportunities, along with other key insights shaping today’s cultural landscape.

Estamos Bien to Somos America: How Bad Bunny Elevated Culture as a Channel at the Halftime Show. [INFOGRAPHIC]

After months of spirited conversation and speculation, Bad Bunny’s performance at the Super Bowl LX’s halftime show made one thing clear: for brands to grow, they need to build relationships with the consumers of tomorrow today.

BeautifulBeast strengthens account leadership with Melisenda Barajas as Group Account Director

BeautifulBeast announced that Melisenda Barajas has joined the agency as Group Account Director, further strengthening the agency’s account leadership with a seasoned marketer known for strategic thinking, deep client empathy, and a proven ability to connect business goals with meaningful brand work.

TelevisaUnivision and Nielsen agree to New Media Intelligence Deal Covering Streaming, National and Local TV, and Radio

TelevisaUnivision and Nielsen announced a new, multi-year measurement and data agreement covering all of TelevisaUnivision’s properties, including national and local broadcast, cable, streaming, radio. Under the agreement, TelevisaUnivision will continue to leverage Nielsen’s suite of media intelligence solutions.

2025 Hispanic Market Thought Leaders – Available for DOWNLOAD for FREE

HispanicAd offers its annual report on key industry trends and honors the Top Marketing Executives with US Hispanic & Multicultural area. This report offers an depth analysis of the executives and their companies setting the standard of excellence for the US Hispanic Marketing industry.  

2025 Hispanic Content Report – Available for download for FREE

HispanicAd offers its annual report on key Content, Data & Social usage strategies, along with the importance of using Data strategies to engage the US Hispanic Consumer.

The HMC 2025 Hispanic Market Guide challenges marketers to follow the growth and prioritize cultural COMPETENCY for brand success [DOWNLOAD for FREE]

The Hispanic Marketing Council (HMC) has released its highly anticipated 2025 Hispanic Market Guide as a roadmap to help marketers effectively and authentically connect with the top U.S. growth market: Latinos. The guide features business-building cultural insights, economic and sector data plus reports on media consumption, purchase behavior and Hispanic creativity.

2025 Hispanic TV Programming Report – DOWNLOAD for FREE

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2025 Hispanic TV Programming Report for our readers. Enjoy

2025 Hispanic Market Overview Report – DOWNLOAD for FREE

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2025 Hispanic Market Overview – titled “VOZ of The American Influencer”

2026 Digital Media Trends: Capturing always-on fandom between releases and seasons

There are audiences, and there are fans. Fans represent a segment of consumers seeking long-term, consistent relationships with the intellectual property, artists, teams, and franchises they love.1 And while the media and entertainment industry is largely optimized around moments—blockbuster movie premieres, live sporting events, video game releases, and TV season launches—fandom isn’t experienced on the same schedule. Fans are willing to move across formats, platforms, and experiences during those big moments and in the “off-season,” in search of a continuity that they can’t experience otherwise. These fans may be signaling that the off-season isn’t a lull; it’s an opportunity.

Global Media Usage Up 0.3% in ’25, Minus Mega Sports Events, Fewer Elections in Top Markets; Growth Surge Expected in ’26 on Olympics, World Cup & Political Spend

Global consumer media usage, including all digital and traditional media channels, rose only 0.3% in 2025 to an average of 57.65 hours per week (HPW), following strong growth of 2.1% in 2024. Decelerating growth in 2025 was due primarily to the lack of major international sporting events and fewer federal elections in the top 20 global markets versus 2024, according to new research released by PQ Media.

WHERE THE MOMENTUM REALLY LIVES – 68.5 MILLION STRONG. BUILT FOR SCALE. BUILT FOR THE FUTURE.

This map isn’t just demographics.

Acculturation getting Fuzzy …..

In U.S. Hispanic segmentation models, the acculturation model is still being widely used without overlaying the Generation Model.  By Begonia Martinez - Project Based: Moderator/Qualitative Researcher:Generation Z and U.S. Hispanic|Brand Consultancy

Doing Business: U.S. vs. Latino (Mexican) Approach

After working in business on both sides for many years, I’ve noticed something important. By Félix J. Medina - Winning the Latino Market

HMC ANNOUNCES 2026 STRATEGIC EXCELLENCE AWARDS SHORTLIST AS PROGRAM MARKS 20-YEAR MILESTONE

The Hispanic Marketing Council (HMC) announced the short list for the 2026 Strategic Excellence Awards Powered by Collage Group, the industry’s only competition honoring strategic excellence in Hispanic and multicultural marketing. Now celebrating its 20th year, the awards recognize breakthrough cultural insights, superior strategic thinking and effectiveness in engaging Latino audiences and driving business growth.

The 2026 World Baseball Classic: How National Pride Unlocks Revenue

The 2026 WBC transcended sports, becoming a vivid showcase of cultural pride across nations, with players elevating national jerseys above club glory and fans fueling a spending surge. Players from powerhouse and underdog nations alike voiced raw passion for representing their flags, often ranking WBC above World Series triumphs.