Research

A study on how the pandemic is affecting the world’s leading brands.

In the last few days, egta, the European Association of TV and Radio Sales Houses, published a comprehensive report into advances in hybrid television audience measurement. I don’t pretend to have read it – it runs to 104 pages and is really a source document outlining the options available – but fortunately I know a man who has assured me it is both comprehensive and useful.  By Brian Jacobs / The Cog

Why data is the lifeblood of the advertising ecosystem in 2020

The United States is more racially and ethnically diverse today than it ever has been, and it is projected to be even more diverse in the coming decades. In 2019, Americans who identify as a race or ethnicity other than non-Hispanic White made up 40% of the country’s population, and their combined share is predicted to increase to over 50% by 2044, according to the U.S. Census Bureau.

A much more discerning grocery shopper is emerging in the wake of initial widespread panic-buying sparked by COVID-19 this past spring that led consumers to disregard prices and stock up on products and ingredients required to prepare the entirety of their family meals at home. Retailers and their trading partners responded as rapidly as possible to the sudden spikes in demand by pulling back on promotional efforts and focusing on their supply chains to keep up, which led to higher prices on 64% of more than 500 grocery store categories.

Once upon a time, TV was linear, with a handful of channels, and the standard unit of measurement was the gross rating point (GRP), which dictated advertising costs and set CPMs. The GRP, the only measurement available, reported on age and gender demographic impressions culled from panels. Brands advertising on television relied on it to place their broadcasting spend accordingly.

Every night, as 5 full time virtual students/workers get ready to take their car out for a spin, I think the auto industry is really missing the growth of the Hispanic consumer.  I did say 5 adults… 4 cars… one house… and during COVID our cars are our escape strategy.  By Ana Ceppi

Debates over who is Hispanic and who is not have fueled conversations about identity among Americans who trace their heritage to Latin America or Spain. The question surfaced during U.S. presidential debates and the confirmation of Sonia Sotomayor to the U.S. Supreme Court. More recently, it bubbled up after a singer from Spain won the “Best Latin” award at the 2019 Video Music Awards.

In 2019, the poverty rate for the United States was 10.5%, the lowest since estimates were first released for 1959.

No more than half of U.S. adults feel confident in the news media or think other Americans feel this wayIn a year filled with major news stories – from impeachment to a contentious election, from a global pandemic to nationwide protests over racial injustice – Americans continue to have a complicated relationship with the news media.

With Latinos poised to become the largest ethnic minority group in the electorate this November, Telemundo released an in-depth study examining a wide range of political and social views of young Latinos, the driving force behind Hispanic voter growth. In partnership with BuzzFeed News, the report titled “Young Latinos: A Generation of Change” includes a national online survey of registered Latino voters aged 18 to 34 and provides a detailed look at one of the country’s fastest-growing and most dynamic voting groups in this year’s historic election.

Allow me to state the obvious: 2020 has been – and continues to be – messy for many retailers and those who support them. In addition to worrying about the fundamental health and safety of our employees, families and loved ones, the pandemic has tested our abilities to adjust, adapt, reimagine… and survive in real time. On-premise businesses have become highly creative in how they sell, what they sell and to whom they sell.

Recreational fishing has reached new diversity milestones, according to a new industry study from the Recreational Boating & Fishing Foundation (RBFF).

Community Marketing & Insights (CMI) has been conducting LGBTQ consumer research for over 25 years.

The number of persons age 2 and older in U.S. TV Households is estimated to be 307.9 million, which represents a 0.2% increase from last year. Increases in U.S. Hispanic (+1.9%), Black (+0.9%) and Asian (+2.7%) TV households were also seen, due to estimated increases in population growth.

Latinos wield formidable economic clout.

“The Anatomy of a Video Experience: A Multicultural Study” explores how audiences consume content across multiple devices and their motivations around viewing habits. Understanding these subtleties is key for advertisers and brands looking to reach receptive audiences and better inform their planning efforts

The past several weeks have been some of the most difficult in American history.  By Mario Xavier Carrasco – Co-Founder & Principal / ThinkNow

On Sept. 20, 2017, Hurricane Maria made landfall on Puerto Rico, causing widespread devastation.  This disaster not only impacted residents of the island, resulting in increased net out-migration from Puerto Rico to other parts of the United States, but also the quality of data typically used to measure migration patterns.

Recently while reviewing an audio media plan with a major client we noted that while they were using a vast array of AM/FM radio programming content, they were not buying Spanish radio. The response was, “We get the audience with a general market buy.”  Was that really true? Can a general market buy with only English language stations do an effective job of reaching Hispanics and Spanish speakers? We turned to Oliver Marquis, VP Media Analytics at Nielsen, for assistance.  By Pierre Bouvard / Westwood One