Marketing
AI and the Evolving Market Research Landscape [PODCAST]
In this episode of The New Mainstream podcast, Dan Comenduley, Senior Manager of Consumer Insights at UScellular, explores how AI can enhance consumer data collection while emphasizing the importance of preserving the human touch in research.
TelevisaUnivision and Major League Baseball Announce New Multi-Year Partnership
TelevisaUnivision and Major League Baseball (MLB) announced a new multi-year partnership, with TelevisaUnivision networks set to provide dedicated coverage of the MLB regular season starting Tuesday, Aug. 20, and continuing through the entire Postseason.
Telemundo’s Spanish-language coverage of Paris 2024 wings GOLD – up 51% vs Tokyo
Telemundo presented the most Spanish-language coverage of an Olympics to date, including the first-ever broadcasts of the Opening and Closing Ceremonies on Telemundo. The network deployed its largest Olympic commentary team, with 40+ hosts, commentators, and in-country reporters, representing the different disciplines and countries relevant to Hispanic audiences.
The Importance of Broadening Horizons: Latino Moderators and Market Research in the U.S.
In the ever-evolving landscape of qualitative marketing research in the U.S., it is crucial to recognize the diversity within the Latino community. While Mexican Americans constitute the largest segment of the Latino population in the U.S. (61%), it is a misconception to believe that only moderators of Mexican descent can effectively conduct qualitative research within this demographic. This article explores why any qualified moderator from a Latin American country is fully capable of conducting insightful and impactful research and why marketers should broaden their focus beyond just the Mexican community. By Maria Lucia Parra
A Simple and Effective Guide to Segmenting Your Hispanic Market Research Sample
Conducting market research in the Hispanic market can be challenging, especially for researchers unfamiliar with the community or living in another country. Here is a quick guide to building a representative sample and obtaining accurate results.
Preparing Marketing Procurement for AI
In the rapidly evolving landscape of marketing procurement, data analytics and artificial intelligence (AI) are becoming indispensable tools.
AI Data Bias, The 2024 Challenge: Solutions for Multicultural Integrity
Generative AI (Gen AI) applied to marketing has tremendous value and we leverage it across the board, however its inherent biases and limitations in Multicultural/Ethnic accuracy and representation requires guardrails, human contextual and deductive skills, and human involvement throughout the process. By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION by Castells
The Singer Will Be the First Afro-Latina To Appear on U.S. Currency
The Celia Cruz Estate and its executor, Omer Pardillo-Cid, announced that the coin dedicated to the immortal Cuban singer Celia Cruz, one of the most beloved and outstanding artists of the 20th century, has officially entered circulation. Cruz was chosen as one of five exceptional women to be celebrated by the United States Mint's American Women Quarters Program™ in 2025. The so-called Queen of Salsa, who passed away in 2003, appears on the coin in relief, dressed in traditional Cuban garb next to her motto ¡Azúcar!
Census and OMB Data Collection of Latinos Can Be Improved with Inclusion of “Street Race” [REPORT]
The UCLA Latino Policy and Politics Institute (UCLA LPPI) has published “Latino is Not a Race: Understanding Lived Experiences through Street Race,” a new report authored by Cecilia Nuñez, Julia Silver, Misael Galdámez, and Dr. Nancy López. The report examines the complexities of racial and ethnic identification within Latino communities in the United States, focusing on the concept of “street race,” or the race a stranger would assume you to be based on your physical appearance. The report finds that current Census and Office of Management and Budget (OMB) methods for collecting and analyzing racial and ethnic data do not accurately reflect the lived experiences of many Latinos, especially Afro-Latinxs.
The Death of DEI? Not So Fast – As DEI efforts meet resistance, new studies show that many brands continue pushing onward
It may not qualify as a total reversal of attitude, but it's awfully close. Diversity, equity, and inclusion (DEI) — heralded not long ago as the core to corporate America's future — is in retreat, as companies reduce and/or eliminate their DEI programs altogether. In late June, for example, rural lifestyle distributor Tractor Supply Company shut down its DEI initiatives after receiving backlash from some of its customers and right-wing commentators regarding the company's inclusion policies and support for the LGBTQ+ community. Industry rival John Deere followed suit in July, saying it would no longer sponsor diversity events following similar complaints. Indeed, companies are "reassessing decades-old anti-discrimination strategies and rewriting policies that once emphasized race and gender to prioritize inclusion for all," according to the Washington Post. Such developments stand in stark contrast to the bandied efforts among many brands to foster DEI following George Floyd's murder in 2020, which sparked a racial reckoning throughout the country.
Entravision and NFL Celebrate a Decade of Partnership with Expanded 3-Year Deal
Entravision announced the renewal of its longstanding partnership with the National Football League (NFL) through a new three-year radio and audio streaming deal. This extension marks a significant milestone, celebrating a decade of collaboration between the two organizations and securing the partnership through the 2026-2027 NFL season.
Outlook of an Eternal Optimist: Status Report of an Unsinkable Industry
The first half of 2024 has been nothing short of a whirlwind. Ad industry conversations have centered around many exciting opportunities, like using Generative AI as a tool to elevate all steps of the creative storytelling process, from research to insights to a much broader scale of personalized content. At the same time, we are having substantive discussions around major barriers that can thwart our clients’ ability to evolve at the pace of the changing consumer landscape. One would be the mounting attempts at undoing DEIB practices and protocols, which can – and has – had a direct impact on the priority placed and budgets allocated to Multicultural Marketing. Another is the legislative agenda to strip any consumer data related to race, ethnicity and other identity-related demographic information from critical data sources, which can severely limit our ability to identify, study, reach and engage the multicultural consumer segments with the most relevant content and brand solutions. By Louis Maldonado
The Enduring Importance of Inclusive Marketing in a DEI Adverse World [PODCAST]
In this episode of The New Mainstream podcast, Devoreaux Walton, MBA, a Brand & Marketing Senior Consultant at relevant and host of The Inclusive Consumer podcast, discusses the relevance of inclusive marketing in today’s complex business landscape.
INTERSPORT launches Soccer Partnership consulting practice
Intersport has launched Intersport Fútbol Company (Intersport FC) to offer brands the most holistic one-stop resource for activations and sponsorships that meaningfully connect with fútbol (soccer) fans.
How to watch The Olympic Games on Telemundo
Telemundo, the exclusive Spanish-language home of the Olympic Games Paris 2024, presents its most comprehensive live coverage and unprecedented multiplatform offerings of the Summer Games of the XXXIII Olympiad starting two days before the Opening Ceremony with the Men’s Soccer Competition on July 24 through August 11.
Understanding Audience Engagement for the Paris 2024 Summer Olympics [REPORT]
Excitement is building for the Paris 2024 Summer Olympic Games as over 10,000 athletes from around the world prepare to showcase their incredible talents on this global stage. The City of Light will be teeming with fans and well-wishers who have traveled from near and far to watch and enjoy the Games. Those unable to attend can watch broadcasts on NBC and Telemundo, and networks like USA and the Golf Channel or stream the content on Peacock.
Telemundo Paris 2024 Olympics Talent Roster Revealed – Largest in Network History
Telemundo, the exclusive Spanish-language U.S. broadcaster of the Olympic Games, announced its largest-ever talent roster, featuring more than 40 hosts, commentators, and in-country reporters. This team will spearhead the network's coverage of the Games of the XXXIII Olympiad in Paris starting two days before the Opening Ceremony with the Men's Soccer Competition on July 24 through August 11 across Telemundo, Universo, and Peacock.
Top brands are like Olympic athletes [INSIGHTS]
Visa first partnered with the Olympics in 1986, Samsung in 1988, Coca-Cola in 1928. Talk about long-term brand building. Like Olympic athletes who train their whole lives for a moment in the spotlight, the world’s top brands know that clutch performance comes from long-term investments.
What’s next for women’s sports: Fueling growth by proving value
Women’s sports are having more than just a moment. Thanks to a confluence of forces, elite womens’ sports are enjoying unprecedented highs across interest, viewership and attendance.
The Olympics: A Real-Time Celebration of Unity and Excellence
In a world that seems more divided than ever, there is one event that stands as a beacon of unity and excitement — the Olympics. For brands, it represents the most compelling branding opportunity a brand can want. No other television spectacle can quite compare to the Olympics. Even the Super Bowl, which dominates U.S. viewership annually, doesn't encapsulate the global camaraderie, athletic variety and purity the Olympics offers. It is a bounty of culturally diverse and awe-inspiring stories told over weeks, not just hours. And this time, those hours fall during prime watching hours.
