Research

A new Chief Marketing Officer (CMO) Council report, which was produced in partnership with Precisely, has been released. The report is titled, How Covid Has Changed The Channels Of Engagement.

Nothing illustrates Americans’ resilience quite like consumer spending. And after living alongside the novel coronavirus (COVID-19) for the past eight months, a majority of U.S. adults are ready to mask up, leave home and get back to a lifestyle that’s not hampered by crisis—albeit safely.

Radio’s weekly reach is now 97% of March’s numbers, as fall changes are driving more consumers to tune in. When examining AQH, which benefits from the Headphone Adjustment implemented with October 2020 measurement, listening grew 6% (4% can be attributed to the adjustment and 2% to organic growth).

Latino voters are less likely than all U.S. voters to say they are extremely motivated to vote in the upcoming presidential election, with the Latino electorate expressing less interest overall in the presidential campaigns, according to a Pew Research Center survey conducted Sept. 30-Oct. 5.
About half of Latino voters say they are ‘extremely motivated’ to vote for president in 2020

As the COVID-19 pandemic extends beyond seven months, the year-end holidays are next in line for disruption.

With the pandemic adding uncertainty for marketers, it’s more important than ever to understand the media landscape. Findings from Kantar’s inaugural Media Reactions 2020 study reveal that marketers lack the understanding and the data they think they need. Nearly half of marketers (48%) — a growing proportion — feel that they don’t have all the data they need to make decisions in their roles. The research also finds that two-thirds are worried about the future and think that an inability to track digital media via cookies will dramatically disrupt the industry — a situation that could further impede marketers’ ability to monitor advertising effectiveness.

Research from the Brennan Center for Justice and other advocacy organizations shows that Black Americans still have to confront unique barriers in order to cast their ballots. From reduced oversight of changes in voting laws to the ongoing threat of a global pandemic, Black voters have even more to contend with this election year. Despite historic obstacles and new challenges, Blacks take their right to vote seriously and have some of the highest rates of turnout in the country.

inZa Lab announced the release of its 2020 Gen Z Consumer Insights Report: How Gen Z Confronts Uncertainty. The report provides an in-depth look at how Generation Z (born between 1996-2010) has changed amidst the political, environmental, economic, and social turmoil of the past year.

Amid the many new media offerings available to consumers, it’s easy to lose sight of long-standing, dependable choices—even when they continue to drive significant engagement. The news is one such option, and amid the trifecta of a pandemic, widespread social unrest and a U.S. presidential election, it remains a vital connection to both the world at large and our local communities.

One in three Gen Z survey respondents who’d applied for a job said they’d avoided an opportunity because they feared being treated unfairly due to their gender, ethnic or racial identity in a new survey by Tallo. In the same survey, one in four said the same thing about applying to college.

2020 has been a year of life-changing moments. The COVID-19 pandemic, politics and racial injustice created moments that have affected every single American. For African Americans, the reckoning has extended beyond any single moment, becoming a matter of life and death.

With the largest number of eligible voters of any minority voting group, Latinos represent over 13% of all eligible voters in the U.S according to the Pew Research Center. But the number of Hispanics who actually vote still has room to grow. Only half of the eligible Hispanic voters were registered in 2018 but that gap has been closing as registration rates are climbing for the 32 million eligible Latino voters in 2020 as we approach this Presidential Election.

From search to content consumption, purchase to advocacy, Hispanic consumers take a unique collective approach to e-commerce. The ethos of this collectivist culture greatly influences brand experience and purchasing behavior.

Amid the onslaught of an estimated $11 billion in political spending for this year’s U.S. Presidential Election, it’s hard to imagine any voter group being left out. But according to the 2020 Asian American Voter Survey, half of Asian voters reported they were not contacted by either major party in the ramp up to Election Day. Turnout among Asian American voters lagged their multicultural counterparts in previous cycles, but this year, many are excited about getting off the sidelines and involved in the process.

A generation, according Howe & Strauss, is defined by a life cycle—or roughly 20 years—and greatly influence a nation’s mood. Thrust between a pandemic, racial justice movements and an election, the United States is in the middle of a social and demographic transformation, making 2020 a critical turning point year. But that is not all…2020 marks the  rst time any American generation is a multicultural majority. Today, it is the 0 to 17 segment. By 2028, it will be the under 35 segment, and by 2033, everyone under the age of 50 will be a multicultural majority.

There are many misconceptions and outdated perceptions about today’s Latinx population in the world of Hispanic Marketing.  So Casanova//McCann conducted a proprietary, quantitative study to get to the heart of the truth.  Here’s a teaser of some of the interesting insights the data uncovered.

As the pandemic forces consumers to spend more time online, brands must adopt a digital, data-driven approach

ThinkNow has been awarded a Bronze 2020 ARF David Ogilvy Award in the Multicultural category for research conducted for the “No One Gets A Diploma Alone” campaign with NGL Collective for the Ad Council.

There is no doubt that 2020 will be the most important year of my life. Between the novel coronavirus, the U.S. Census, social justice and the presidential election, this year has made all of us, collectively, rethink what’s important for our families and in our communities. Perhaps for BIPOC (Black, Indigenous, people of color), 2020 has highlighted the importance of unity, empathy and community because, as diverse groups, we have been disproportionately affected by the pandemic, racism and divisive politics.  By Stacie M. de Armas, SVP of Diverse Consumer Insights and Initiatives, Diversity, Equity & Inclusion Practice, Nielsen

The next phase of the data game is upon us. Winning will require a new playbook.