News

Earlier this year, the pandemic thrust many Americans into a new lifestyle. We worked, learned, parented and cooked at home, shifting how and where we ate, watched TV and listened to music. It even altered our sleeping habits. But a funny thing happened on the road to re-emergence: Consumers, used to choosing when, where and how much content they connect with, found that by working from home they actually had a newfound choice when it came to their jobs, thereby giving employees a chance to achieve a better work/life balance.

COVID-19 has turned an industry term into something far more literal. Will brands continue to promote the safety of their products when the pandemic ends?

The good thing about change is that it opens a dialogue about what needs to happen next. So I wonder, as data gets bigger, will it become more inclusive or has Hispanics and other minority populations, yet again, been left out of the conversation?  by Mario Carrasco

Esports describes the world of competitive, organized video gaming. But who is its audience? And why should brands and marketers pay attention? In this episode, we sit down with Ben Paro, Category Director of Sports and Gaming at MRI-Simmons, as he explains the rise of this unique and faithful segmentation. Tune in to understand the innovative entertainment that eSports is serving up- and the opportunities it gives brands and advertisers.

While the market research industry has mostly embraced the Black Lives Matter Movement, I urge fellow researchers to go beyond issuing a powerful statement.

Solis Health Plans announced a partnership with Major League Baseball’s Miami Marlins, winners of two World Series championships.

Today’s charged sociopolitical climate has underscored the importance of multicultural media for Black and Hispanic audiences, a new study from Horowitz Research finds. Three-quarters of Black (74%) and Hispanic (73%) consumers are at least occasional consumers of Black or Hispanic targeted media and 44% and 42% are frequent consumers, according to Horowitz’s State of Consumer Engagement 2020 study. The study, which was fielded in May 2020, also found that six in 10 Asians are at least occasional consumers of media targeted to them.

Advertising agencies are exceptionally complex businesses, driven by digital / social media innovations, large and fragmented scopes of work, procurement-led fee reductions, holding company-led downsizings, and client pressures to get brands moving again. Agencies have developed hyper-targeted digital executions and ROI tracking tools to help their clients. What they have not done is develop new and better metrics for managing their own businesses.

Pan-ethnic labels describing the U.S. population of people tracing their roots to Latin America and Spain have been introduced over the decades, rising and falling in popularity. Today, the two dominant labels in use are Hispanic and Latino, with origins in the 1970s and 1990s respectively.  More recently, a new, gender-neutral, pan-ethnic label, Latinx, has emerged as an alternative that is used by some news and entertainment outlets, corporations, local governments and universities to describe the nation’s Hispanic population.

However, as I have often found when writing posts over the last 14 years, the subject matter got away from me and I ended up with a summation of what all brands should do to drive profitable brand growth.  by Nigel Hollis

“Boxeo Telemundo” makes its return to Telemundo this Friday, August 14 featuring the former World Boxing Organization (WBO) Latin Champion and Tijuana, Mexico native, Ricardo “Hindu” Espinoza against Colombian and recently undefeated fighter, Brandon “El Metrallo” Valdes for the vacant WBO Youth Super Bantamweight World Title.

Univision Communications Inc. unveiled sponsors for the 17th annual “Premios Juventud” (Youth Awards), the summer’s premier Latin music celebration.

Calle Ocho Live announced that the late Celia Cruz, the Queen of Salsa, and Ivy Queen, the Queen of Reggaeton, will perform in an epic virtual duet of the Calle Ocho Live festival that is taking place October 4th.

Agency search consultants can provide a valuable service to marketers and agencies by running a well-structured agency review. This guide provides the industry with ten Best Practice Guidelines for agency search consultants, with the goal of creating an environment where all parties are clear about the role of search consultants in the agency search process.

The U.S. sporting goods industry — which includes toys, sporting goods, and sporting goods and outdoors retailers — is greatly underspending toward Spanish speakers, according to Kantar 2019 figures. Network English-language ad spending was $173 million dollars, while Spanish-language spending was only $4 million dollars.  The numbers don’t improve much when looking at spot TV spending, with just $1 million toward Spanish spot TV by advertisers.

The Telemundo Station Group announced that Migdalia Figueroa is the new President and General Manager of Telemundo 31 / WTMO, the Telemundo owned station serving Spanish-speaking audiences in Central Florida.

The NBCUniversal Owned Television Stations division announced that Anzio Williams has been promoted to Senior Vice President of Diversity, Equity and Inclusion for the division.

Nielsen’s latest Diverse Intelligence Series consumer report, Cultural Connectivity Transformed: How Latinos are connecting while social distancing, explores how the Latino community is connecting through the COVID-19 pandemic.

Clipped by shrinking budgets and C-suite demands to demonstrate ROI for all their expenditures, marketers now face a curveball the likes of which they have never seen before: dealing with the marketing impact of COVID-19 and radical changes in consumer behavior. There will be winners and losers when the dust settles, and the media-spending decisions that marketers make now will have implications well into the future.

With mobile accounting for more than two-thirds of US digital ad spending, the pandemic’s economic effects didn’t spare mobile ad spend. Still, the format is faring slightly better than most other media and will eke out growth in 2020.