Trends

2022 Trust Barometer [REPORT]

The 2022 Edelman Trust Barometer reveals that business holds onto its position as the most trusted institution, with even greater expectations due to government’s failure to lead during the pandemic. By an average of five-to-one margin, respondents in the 28 countries surveyed want business to play a larger role on climate change, economic inequality, workforce reskilling and addressing racial injustice.

Video streaming: a complex and ever-evolving market [REPORT]

As the video streaming market grows more complex and dynamic, the greater the value of audience measurement.

60% of Global Consumers are Frustrated with Navigating Content on Streaming Video Services [REPORT]

Three-in-five subscribers to multiple streaming services expressed frustration with their viewing experiences, according to a new report from Accenture, and 44% of those surveyed indicate they spend more than six minutes searching for something to watch.

Telemundo to create a Hispanic Insight Community

NBCUniversal Telemundo Enterprises and consumer intelligence firm Maru/Matchbox have announced an innovative partnership and a first for the Hispanic market: a combined insight community, spanning the full spectrum of U.S. Hispanics across variables such as country of origin, language in the household and acculturation level.

Telemundo Deportes’ “Día de Gallos” Podcast

Telemundo Deportes announced “Día de Gallos,” the first-ever sports podcast offered by a U.S. Spanish-language broadcast network

Advertising for ourselves versus the consumer?

By Enrique Turegano / Al Punto I saw an ad on Univision for an SUV…nice ad. But the VO caught me off guard. It was the poem by Antonio Machado and famous song by Juan Manuel Serrat, “Caminante No Hay Camino”. Great song, great poem…but I wonder how much it connects with US Hispanics….mostly US Mexicans. Do they even know it? Is it important to them? Does it connect emotionally like it does for Spaniards and some South Americans? Probably NOT. Here’s my guess:

1) The creative in charge is from Spain.
2) The creative in charge is a JM Serrat fan.

Thoughts?

AdColor selects only one color or ethnicity for it’s diversity promotional program.

gb1   Over the last couple of years, we have been critical of an industry event called AdColor that was once associated with the ANA Multicultural Conference.  Lately they have had the need to go solo on their event, since they seem to be more and more African American Ad Industry focused and definitively represent the lack of inclusion in the ad industry. ADColor has taken advantage of the Extreme Guilt that Madison Avenue and the US Mainstream Ad Industry have in not hiring more minorities to work in advertising.

Purchasing power of Boomers takes the stage at AHAA Conference

I just attended a panel discussion between Lorraine Cortes-Vazquez, SVP of Multicultural Markets at AARP, and Nancy Tellet, SVP at Viacom, Scott Willoth —S VP Methods & Analytics, Scarborough Research and moderated by Leo Olper, who sits on the AHAA board member and is a partner at d exposito & Partners, LLC.  The panel discussed key findings of a study recently conducted by AHAA, which bucks much of the conventional wisdom that is commonplace in Hispanic marketing.  For that reason, I was compelled to cover key highlights in this post.

The many, many American Dreams.

Manuel Delgado – CEO of AGUA Simply put, the American Dream is the only reason why Hispanics are here. The pilgrims came to America as religious refugees, looking for a better place to make their lives. Hispanic immigrants come here as economic refugees, looking for a better place to make a living. We’re here because we can work here. There are as many journeys to the US as there are Hispanics.

It’s time to question everything we think we know about the Hispanic market

by Jose Villa / Sensis Whenever someone first gets involved in Hispanic marketing, they inevitably come across a series of universally accepted “truths” about Hispanic consumers and how to market to them. While some of these truths have faded as the market has evolved over the last 50 years, some continue unchallenged. But as anyone who is deeply involved in marketing to Hispanics today will tell you the market has evolved as quickly as it’s grown. Today’s modern Hispanic marketer understands everything we think we know about Hispanics has to be questioned

Networks Struggle to Appeal to Hispanics.

Sofia Vergara is probably the most recognizable Hispanic actress working in English-language television. She is one of the stars of “Modern Family,” among the highest-rated scripted shows on network television, and she has parlayed her celebrity into commercials for brands like Pepsi and Cover Girl.

Will the Multicultural Movement (BUCKET) survive?

The question is not whether Ethnic Consumers that are lumped for diversity purposes into the MULTICULTURAL BUCKET offer opportunities for marketers.  We all know the answer to that question. The question is whether there is a need or a purpose for having one agency that implements all aspects of a campaign that can then be called a MULTICULTURAL approach.

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