While it’s true that there are certain groups of Americans who feel vastly underrepresented in advertising, it appears advertisers are not doing an adequate job of representing US consumers as a whole. All in all only about 1 in 10 (9%) of the almost 21,000 Americans...
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New Census Figures Show Increasing Diversity in the US
The population of each minority group in the US has grown by double-digits since 2010, according to new data from the Census Bureau that paints a picture of a country becoming more racially and ethnically diverse. The Census Bureau estimates indicate that the Asian...
The CMO Role Grew Slightly More Diverse in 2019, While Average Tenure Slipped
The role of the CMO has not always been a diverse one. Indeed, in 2018, none of the new CMOs among the 100 most-advertised US brands came from racially or ethnically diverse backgrounds. But that appears to have changed, if only somewhat. The latest annual analysis...
Around 1 in 6 US Adult Podcast Users Have Paid to Listen to a Podcast
Of the 50% of US adults who listen to podcasts, around 1 in 6 (17%) have paid to listen to one, while a majority are open to a mix of free and paid podcast models. These are some of the findings presented by new data from YouGov exploring the finer points of podcast...
How Do People Want Brands to Support the Racial Justice Movement?
Although struggles for racial justice and equality have been long-standing in the US, the current Black Lives Matter and associated demonstrations (the largest in the US' history) have bolstered the national discussion about racial justice. What role, if any, do...
US Adults Spend More Time Accessing the Internet and Apps on Their Smartphones Than Watching Traditional TV
TV is reaching fewer US adults than before, as more people are spending time with their smartphones and other connected devices. Recent data from Nielsen reveals that in Q3 2019, more US adults used an app or the web on a smartphone (85%) than watched traditional...
Half of Young People in the US Have Listened to a Podcast in the Past Month
The number of US consumers (ages 12 and up) who listen to podcasts on a monthly basis continues to rise, up to 37% this year, from 32% in 2019. While podcast listening has increased across all age groups, more young people between the ages of 12 and 34 listen than any...
Are Advertisers Breaking Through to Multicultural Groups?
While multicultural media spending is growing, it is a small fraction of overall spend and far from proportional to the populations it is meant to target. It certainly seems as though marketers are missing out: a new report from Horowitz Research reminds that...
Here are 3 Stats About Traditional Media Audiences to Keep in Mind in 2020
Although digital media is all the rage and heavy on the minds of advertisers who are trying to keep customers engaged across the variety of digital channels available, traditional channels have not been abandoned by either consumers or advertisers. In this article, we...
[New Report] US Media Audience Demographics: 6th Annual Edition
US adults love their media time - spending upwards of 12 hours per day across digital and traditional channels. This offers marketers plenty of opportunities to reach them, but shifting consumer behaviors and a fragmenting media market present challenges. As such,...
US Marketing and Advertising Industry Still Lacks Racial and Ethnic Diversity
Although there seems to have been significant progress in lessening the gender gap in marketing, with the number of female CMOs compared to male CMOs reaching near parity, the same cannot be said when it comes to diversity. Indeed, when the Association of National...
The US Purchase Influencers Report 2019
We're excited to release our latest study of ad influencers and how they measure up with earned and owned channels. In our new US Purchase Influencers Report 2019, we delve into the media activities, exposure to ads, attention to advertisers, and reported purchase...
Most Adults Don’t Relate the Most to Their Own Generation
Gen Z adults are particularly unlikely to feel that they have the most in common with their own generation.
Consumers’ Easter-Related Spending Forecast to Slip
Per-person spending is expected to be $177.06, down about $15 from last year.
Paid Social Ads Work Across the Funnel, Consumers Say
But shared posts have the biggest impact on consideration behavior.
Slow Crawl Towards CMO Leadership Diversity Continues
Women and racial/ethnic groups are more likely to occupy lower-level roles.
Who’s Feeling the Pinch from High Inflation?
Younger adults are less likely than average to say they’ve been impacted a lot by high inflation.
How Many Adults Donate to Charity?
Older adults are far more likely than their younger counterparts to donate to charitable causes or organizations.