Trends

Beyond big data: The audience watching over the air

There is no mistaking the impact of connectivity on how audiences are watching TV. In just the past five years, the number of households in the U.S. that get their TV content from an internet connection has increased by more than 210%. The allure of an internet’s worth of content notwithstanding, a smaller, yet consistent, portion of TV homes continue to thrive on the over-the-air (OTA) broadcast programming they access for free using digital antennas—even when more than 70% of homes now have at least one smart TV.

50% of Consumers Will Significantly Limit Their Interactions with Social Media by 2025

A perceived decay in the quality of social media platforms will drive 50% of consumers to abandon or significantly limit their interactions with social media by 2025, according to Gartner, Inc.

Amid the fragmented TV landscape, time spent with content is the best planning data there is

Today’s TV landscape offers more than a lifetime’s worth of choice for audiences. In total, TV audiences in the U.S. can now find content on more than 32,200 linear channels and 89 streaming video sources1. Additionally, connected TV (CTV)2 has given audiences access to anything the internet has to offer.

2023 Hispanic TV Programming Report – DOWNLOAD for FREE

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2023 Hispanic TV Programming Report for our readers.  Enjoy

BEHIND THE CAMERA: Creativity and Investment for Latin America & the Caribbean [REPORT]

This document provides an overview of the audiovisual sector in Latin America and the Caribbean. It uses a hybrid methodology that combines primary and secondary research, as well as nearly 100 interviews with key stakeholders in the industry. We present a map of the region, highlighting its milestones, with a focus on public policy debates and 21st-century skills. We include conversations with emerging creators, producers, entertainment executives, as well as with members of film associations and institutions. Our goal is to kickstart a conversation on the potential of this strategic sector and explore the challenges faced by its workforce. For this purpose, it is necessary to understand where professionals train, how they join a production, and which technical skills are in greatest demand. With 2025 in sight, our region must invest in training and make the most of the opportunities presented by this growing industry.

The Mobile Phone Keeps

Last year, total listening to audio on a phone surpassed listening on a ‘radio set’ for the first time.

Audiences transcend marketing channels; measurement can do the same

There is no shortchanging the complexity of today’s media industry, or the impact that the ever-expanding range of choice has on effective cross-media measurement. That complexity, however, doesn’t grant marketers any leeway when it comes to delivering on business objectives. In reality, we know that increased complexity simply amplifies accountability.

US Census Shows Hispanic Radio Is Key In Growth

The 2023 Hispanic Radio Conference opened with data showing just why Hispanic radio is not to be ignored. The afternoon keynote featured the US Census Bureau’s Roberto Ramirez, Assistant Division Chief of Special Population Statistics at the Bureau’s Population Division, and Merarys Ríos-Vargas, Chief of the Population Division’s Ethnicity and Ancestry Branch.

Quality of Spanish-Language and International TV Content is Key

The new report finds 76% of Latinx TV content viewers subscribe to at least one SVOD service, compared to 67% of consumers overall. When considering password-sharing and promotional bundles, over 8 in 10 Latinx have access to at least one SVOD. Netflix, Amazon Prime, Disney+, Peacock, and HBO Max top the list of most popular subscription streaming services among Latinx, with over half having access to each.

Even outside car, twice the amount of listening time in the U.S. is spent with AM/FM radio compared to streaming audio

Part three of our series on the strengths of AM/FM deals with a listening environment often linked to radio: the car. Or truck, or SUV, or van - but you get the idea.

What Is TV? [REPORT]

Today, in 2023, what is TV? And, from that answer, what are the implications for marketers? The Video Advertising Bureau (VAB)'s newly released report, What Is TV? A Modern Look At How Consumers Define TV, gets to the heart of those two questions, offering a comprehensive look at the TV ecosystem, as well as the impact—and opportunities—for marketers.

What Brands Misunderstand About Influencers

The creator economy is on fire, and brands are turning to influencer campaigns to increase their ROAS as the digital advertising ecosystem shifts and CPMs rise. Unfortunately, most brands fail to work effectively with creators and influencers.

Will 2023 Upfronts be the year the Hispanic market will finally be right sized In Non English?

Can’t wait to see how NON- ENGLISH shows up at the Emmys, the Oscars, and the Upfronts…    By Ana Ceppi

Media Comparisons Study 2023

The 2023 Media Comparisons Study, conducted by GfK and commissioned by TVB, continues to be a key industry resource for multimedia usage and effectiveness. This study explores the many different ways individuals consume traditional, digital and streaming media, comparing reach, time spent, daily news sources, most trustworthy news sources and level of community involvement.

2023: A defining year for CTV

When considering the future of media-focused technology, it’s always important to look past the hype and assess where audiences are migrating and what kinds of inventory are available. Based on that criteria, there’s one technology that piques my interest: CTV (Connected TV), which witnessed a surge in growth throughout the pandemic when people were locked indoors with more exposure to IP-based devices.

Global Digital Out-of-Home Ad Spend Grew at Accelerated 24.9% in 2022, Driven by 36.9% Growth in the US; Poised for Faster Growth in 2023

Global digital out-of-home (DOOH) media spending, including digital place-based networks and digital billboards & signage, grew at an accelerated 24.9% in 2022, driven by a 36.9% surge in the United States, as both global and US DOOH ad spend are poised for strong growth again in 2023, according to new research from leading media economist PQ Media.

2022 HMC HISPANIC MARKET GUIDE explores Hispanic Diversity, Cultural Blind Spots, Inclusive Advertising & Media Consumption [DOWNLOAD for FREE]

The Hispanic Marketing Council (HMC) has released its 2022 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. Hispanics are impacting the multicultural mainstream at a faster pace than anticipated, shifting American culture and purchase behaviors. Brands who make continuous efforts to connect with the multicultural market are seeing results that demonstrate the economic power of Hispanics.

Culturally focused Audio Ads drive relevance & favorability [REPORT]

MAGNA Media Trials, MAGNA’s proprietary research offering, and Identity, Mediabrands’ cultural consultancy arm, collaborated with SXM Media on a study, released, on multicultural audiences, including AAPI, Black/African American and Hispanic/Latino audiences. The study, titled “Challenging the ‘One & Done’ Approach,” reveals how critical it is for brands to invest in digital audio creative that culturally connects with multicultural audiences to drive growth. The study also highlights what levers brands should pull or avoid to connect with diverse audiences more authentically.

SPANISH BROADCASTING SYSTEM First-Ever Report Shows Added Value Of Investing In Hispanic-Owned and Targeted Radio [REPORT]

Spanish Broadcasting System, Inc.  announced the release of a comprehensive report and marketer’s guide to investing in premium, Hispanic-owned and targeted audio content. Brands that consistently advertised on Hispanic-owned and Hispanic-targeted radio stations on between 2017-2021 showed an average return on advertising spend (ROAS) that was 12% higher than brands that did not invest.

Study Of TV And AM/FM Radio Ads Reveals Sight, Sound, And Motion Superiority Is A Myth

Marketers often dismiss audio advertising by noting solemnly, “We need sight, sound, and motion.” The implication: video ads generate substantially greater creative effectiveness, increased brand equity lift, and larger sales effect than an audio ad.  By Pierre Bouvard

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