Research

Re-Evaluating Media for Recovery: Understanding the true value of media for growing brands during challenging times [REPORT]

Re-Evaluating Media for Recovery and like the 2018 paper, Re-Evaluating Media, before it, this report commissioned by Radiocentre aimed to identify the truth about media effectiveness for 10 different media types. It also set out to establish the gaps that exist between the reality and the perceptions of reality about which are the most effective media channels, while also identifying the critical media attributes required to grow brands. This is more relevant than ever in these most uncertain of times.

Even Amid Diversity Push, Brands Are Still Failing to Make Consumers Feel Represented in Ads

62% of Asian Americans said they don’t often feel represented in advertisements; 41% of Hispanic Americans said the same

The TV Buying Journey: Any Way You Want It

Recent innovations in TV are providing more valuable options to the ad buying process and promise to improve the consumer experience. Advertisers now have many choices when it comes to advertising. From new streaming platforms to rapid innovation in advanced TV, advertisers now have more ways of getting in front of audiences in an addressable way and networks have the ability to unlock more premium inventory.

Bilingual, Bicultural Children Shape Hispanic Purchase Decisions and Brand Advocacy [PODCAST]

Bilingual and bicultural Latino Americans often serve as “digital sherpas,” or guides, for foreign-born family members who have yet to master the American ethos and language. Navigating the intersectionality of both U.S. and Latino value systems, these interpreters often inform brand and product purchases, search, and content consumption for friends and family members from an early age.

Ad Agencies Still Getting Arms Around Nielsen’s ‘Subscriber First Policy

As first reported by Inside Radio, Nielsen will no longer include the ratings for non-subscribing radio stations in the summary dataset that fuels the major buying systems used by agencies and advertisers. The new policy goes into effect in 2021 and ad agencies are still figuring out how to deal with not having a view of the total market when placing ad buys.

2020 Demographic Analysis Estimates [REPORT]

The U.S. Census Bureau treleased its 2020 Demographic Analysis, which provides a range of estimates — low, middle and high — for the nation’s population as of April 1, 2020. Instead of collecting responses from households like the 2020 Census, Demographic Analysis uses current and historical vital statistics records and other data to estimate the size of the U.S. population. By releasing these estimates ahead of the first results from the 2020 Census, Demographic Analysis offers an independent measure of the population for comparison with the official census counts.

Culture Is King For SVOD & Social Media

According to a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC), subscription video on demand (SVOD) users ages 13 to 49 have become more culturally literate, primarily due to Netflix, YouTube creators and social media featuring increasingly diverse and global content. In fact, more than half of Gen Zers and parents have watched a show in a language they do not speak, with Hispanics over indexing on this

Health, Wealth, and Racial Injustice: 2020 Year End Review [REPORT]

2020 has been one of the most polarizing years in recent history. A global pandemic decimated the economy. The murders of Ahmaud Aubrey, Breonna Taylor, and George Floyd sparked a worldwide outcry for social justice. And the presidential election and ensuing calls for recounts and litigation gripped the nation while the world watched.

Multicultural Consumers Less Enthusiastic About Being American

In what seems like a lifetime ago, we began the year full of ambition and resolve because 2020 represented more than a flip of the calendar. In pun worthy comparison, 2020 or “20/20” was supposed to be the year of great vision and clarity. We energized our sales teams with it and redirected our strategic plans. But now, just a month away from year-end, we realize that the clarity we sought didn’t elude us. We clashed with it violently in the streets and on the front lines.

Should the LatinX term be used in advertising and marketing conversations as a term to categorize, label or represent all US Hispanics or Latinos or Latinas?

We fielded a research questionnaire from through 10/9-12/3/2020 using our +20,000 email subscribers and our LinkedIn platform.  Over +4,900 executives answered the questionnaire.  The results are as follows.

Consumers more likely to purchase from a brand whose video AD appears next to content they TRUST [REPORT]

“The Influence of Context” – a new study unveiled by MAGNA & IPG Media Lab today – measures how the context in which video ads are viewed affects how consumers perceive them and how they perform. The U.S. study looks at context through the lens of content adjacency – the type of content an ad appears next to – and video experience – the way an ad is consumed (i.e. in-feed, non-feed, etc.).

Generation Z: Building a Better Normal

Gen Z are calling on brands, governments, and leaders to help them build a better normal.

Invisible No More: The Rise of Native American Power in Media

Despite being disproportionately impacted by COVID-19 and one of the smallest ethnic populations in the U.S., Native Americans have made some significant progress this year in elevating their voices in the media, public policies and their communities.

The Importance of Multicultural Sampling [PODCAST]

Multicultural consumers comprise about 40% of the U.S. population and are important to brands searching for growth outside of saturated markets. Essential to penetrating this consumer group is understanding the nuances of it. Sample providers fulfilling census-representative sample requests or requests for multicultural sample, in general, must build out their panels to include multicultural perspectives from a broad spectrum of respondents across ethnicity, gender, income levels, and other factors. This ensures they obtain functional insights into the diversity of attitudes, interests, and lifestyles that define this multifaceted consumer.

Why creative testing must be part of brand tracking

Creative quality is the most efficient route to brand impact. So why is creative testing often excluded from brand tracking? Especially during COVID-19?

Marketing to Asian Identity, Not Assumptions

America is often described as a “melting pot” of different nationalities, ethnicities, and cultures. Much to the dismay of Teddy Roosevelt (who in a 1916 speech noted “There is no room in this country for hyphenated Americanism”), Americans have perfected naming each ethnic group within our borders distinctly, and those names have evolved.  By Mario Xavier Carrasco / ThinkNow

2020 Holiday Season: Navigating shopper behaviors in the pandemic

The crisis has widened consumer appetite for choice and introduced unexpected shifts in consumer behavior—this year’s holiday shopping is up for grabs.

The Impact of Culture on Multicultural Consumer Identity [REPORT]

For many of us, our ideals and attitudes about who we are as individuals are shaped by our heritage and cultural experiences. As consumers, our affinity for certain brands pass through these filters resulting in purchase behaviors that tie back to our beliefs and how we see ourselves. Among multicultural audiences, this presents a unique challenge for marketers. There is no one size fits all solution to gaining buy-in from this diverse group. U.S. Hispanics hail from over 20 countries of origin, and Asian Americans, 40 countries. Understanding the importance of identity to multicultural audiences is essential to mitigating cultural bias in your marketing campaign strategy and delivering culturally relevant advertising.

The Pollsters’ Epic Fail: 2020 is Not a Technical Problem

Missing their calls on two presidential elections have the pollsters scrambling to fix what went wrong. They need to consider whether their assumptions about the Americans they’re surveying make sense anymore.

Response Data is Rewriting the Way Radio is Sold and Bought

As the old saying goes, “If you do what you’ve always done, you’ll get what you’ve always gotten.” This is especially true in radio selling and buying, where a reliance on expensive ratings data and audience demos leads to buys made on the description of an audience rather than the actions of an audience.

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