Marketing
Why Diverse Data Is as Critical as Diverse Media for Multicultural Audiences
U.S. consumer demographics are shifting, with multicultural consumers projected to become the majority by 2050. These audiences drive population growth, influence cultural trends, and wield significant buying power. For programmatic media buyers, it’s clear that effectively engaging multicultural consumers isn’t just an ethical choice—it’s a strategic business imperative.
The San Francisco Giants extend their partnership with Lazer Media
The San Francisco Giants and Lazer Media have a new three-year contract that will broadcast all 162 Giants games in Spanish. The collaboration continues the Giants’ commitment to honoring and strengthening their connections with the Latino community and fan base.
The 2024 Multicultural Excellence Awards Spotlighted Marketers Who Aided and Lent Visibility to the LGBTQ+ Community
Members of the LGBTQ+ community often face circumstances that, at best, elide them from popular culture, or, at worst subject them to outright violence. Empathetic marketers recognize the injustice of such treatment and at times find opportunities to combat it. The 2024 Multicultural Excellence Awards took notice of such efforts undertaken in the past year and celebrated them.
TelevisaUnivision announces U.S. partnership for FIFA Club World Cup 2025
DAZN announced that it has entered into a wide-ranging partnership with TelevisaUnivision for the FIFA Club World Cup 2025 in the United States.
Digital Advertisers Are Finding Success in Radio
Advertisers are discovering that the power of radio isn’t just for building brand awareness—it’s a powerful tool for driving sales and lower-funnel conversions. One experienced digital Audio advertiser recently tapped into the magic of AM/FM radio to boost engagement and skyrocket conversions. By partnering with Audacy and harnessing Claritas’ AI-powered attribution model, they were able to pinpoint exactly which radio stations were moving the needle. This innovative approach not only linked radio ads to tangible online actions but also provided deep audience insights that allowed the brand to fine-tune their strategy for maximum impact. In short, radio is proving to be a game-changer for advertisers ready to mix traditional reach with digital precision.
Roberto Madan, a champion for Latinos at McDonald’s, passes at 100
Roberto Madan, a Cuban-American businessman who built a chain of McDonald’s restaurants and helped champion opportunities for U.S. Latinos within that company, passed today at the age of 100, at his home in Edison, N.J.
Watching the Super Bowl Through Bicultural Eyes: A Different Take on Hispanic Representation
Every year, there is a discussion about diversity in Super Bowl ads—who is represented, who is missing, and whether brands are truly embracing multicultural audiences. As a bicultural Hispanic, I find myself in an interesting position in this conversation. By Maria Lucia Parra - I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.
Super Bowl LIX Makes TV History With Over 127 Million Viewers
An estimated 127.7 million viewers tuned in for Super Bowl LIX on Sunday, February 9, according to Nielsen, making it the largest audience for a Super Bowl and for a single-network telecast in TV history. Super Bowl LIX aired on FOX, FOX Deportes and Telemundo and streamed on Tubi from approximately 6:42 PM ET to 10:16 PM ET.
Recaps – From Afterthought to Strategy: Embedding Measurement Throughout the Event Marketing Lifecycle
The flow to make recaps an integral part of event strategy rather than a final checkbox. A common pushback I hear about adopting measurement for event marketing isn't about not wanting quantifiable results, but many times [sadly too often] "is it hard?" or "our client's don't really ask for it", or the best one yet: "we'll tackle it when we do the recap". Too often, measurement becomes an afterthought, relegated to post-event recaps while the demands of production and activation consume all the oxygen in the room. By Marco Lopez, MBA - Experiential & Sponsorship Measurement Expert • Integrated Marketer • Multicultural & Belonging Champion
SPORTS ADVERTISERS AND TV STREAMING PLATFORMS can win big with IN-GAME ADS
Sports fans remember the most thrilling highlights of a game — moments that last a lifetime. Building on this emotional resonance, MAGNA Media Trials and Transmit, a market-leading technology platform offering advanced TV advertising solutions, have collaborated to explore how brands can deliver unforgettable advertising experiences alongside TV streaming live sports content.
The Fall of DEI in Corporate America: How Culture Can Take the Lead
As professionals in the Hispanic market industry, we believe it’s important to share our perspective on this critical issue and provide practical recommendations to clients and the industry as a whole. By Aldo Quevedo, CEO, BeautifulBeast
The Fallout of the Venezuelan Vote: A Community at a Crossroads
As a follow-up to my previous #DecodingLatinoVoter editorial, the current political landscape has placed Venezuelan U.S. citizens—many of whom helped elect Trump—at the center of an unfolding crisis impacting their communities. The same Venezuelan American diaspora that rallied behind Trump, drawn to his anti-socialist rhetoric, now faces the consequences of his shifting policies, particularly regarding immigration protections. By Gabriela ‘Gaby’ Alcantara-Diaz, Founder and President, Semilla Multicultural
“CONSUMER TRENDS 2025”
Findasense, a Brand Experience agency, presents the Consumer Trends 2025 report, identifying six key trends that will shape the relationship between brands and consumers. These trends are not only a path to innovation but also a return to the essentials: trust, connection, and authenticity. Brands that successfully navigate this delicate balance will be better positioned to capture consumer loyalty and interest in an increasingly competitive market.
A YEAR OF GROWTH, REFLECTION, AND OPPORTUNITY
My month-long sabbatical in Madrid was a transformative experience that reignited my passion for growth. As Latin2Latin Marketing marks its 18th anniversary, this journey reinforced my vision of empowering businesses and individuals in an increasingly connected world. By Arminda "Mindy" Figueroa / Latin2Latin
Bicultural Identities in Latin America: The Rise of Cultural Blending
As the world becomes more connected, many Latin American consumers are naturally weaving multiple cultures into their daily lives. Immigrants, international students, and professionals blend local traditions with global influences—watching fútbol while streaming K-pop, switching between languages depending on who they’re talking to, and holding onto their heritage while embracing what’s new. This fluid cultural mix is reshaping how they see themselves, how they interact with the world, and what they look for in products and experiences. By Sylvia Vidal - Consumer Insights & Strategy Consultant | Latin America Market Expert | Multicultural Marketing Leader
TELEMUNDO surrounds SUPER BOWL LIX with comprehensive coverage
Telemundo surrounds Super Bowl LIX with a comprehensive slate of programming across the network’s news and entertainment shows and platforms, including daytime shows, streaming channels, and social media handles, leading up to the Spanish-language broadcast of a historic Super Bowl between the Kansas City Chiefs and the Philadelphia Eagles LIVE Sunday, Feb. 9 at 6:30 p.m. ET on Telemundo.
Lopez Negrete Communications Invites Bilingual and Bicultural Influencers to Join Proprietary Network of Latino Creators
Lopez Negrete Communications unveiled its innovative proprietary tool, the Latino Network of Creators (LNC) with a call to action for all Hispanic content creators across the United States to join. With the rise in content creator marketing, the tool is ideal and highly recommended for any brand aiming to expand their reach and visibility within the Hispanic community through influencer marketing. And, in turn, Latino influencers who join the LNC have a chance to work with the agency's client roster.
Beyond the Numbers: Reclaiming Intuition in Brand Strategy
For decades, we've all worshipped data as the ultimate decision-making tool. Standardized testing, ranking/league tables, business school and so much more has taught that numbers provide certainty — that patterns, probabilities and models will lead us forward in the best way possible. And while analysis is critical, more and more I find myself wondering if we've let go of something equally valuable: intuition.
HISPANIC STAR champions Latino narrative at Davos to raise awareness of Economic impact of Latinos
Hispanic Star returned to Davos for the sixth consecutive year with a delegation led by Hispanic Star's founder Claudia Romo Edelman, and driven by the mission to share the narrative of the Latino community's integral role in driving economic growth and technological innovation with this critical global audience.
The Comeback Jingle: Why Brands Are Reigniting Advertising’s Catchiest Tradition
Jingles, those snappy, melodic hooks that lodge themselves in your brain that come to the surface when you least expect them. As simple "Ba da ba ba ba" from a friend, and you're responding with a "I'm lovin it." Next thing you know, you're on your way to McDonald's for a Big Mac.
