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...
Asian-American Articles
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Asian-Americans’ Digital Device Adoption Remains Above Average
Asian-Americans continue to be ahead of the curve when it comes to digital adoption. Per new data from Nielsen, 9 in 10 Asian-American TV households own an internet-connected TV device of some kind, compared to 76% of all US TV households. Almost across the board,...
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...
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...
[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...
US Median Household Income Update: Who Gets What?
The real median household income in the US was $63,179 last year, representing a (statistically insignificant) 0.9% rise year-over-year from 2017. The figure comes from a new report released by the US Census Bureau, based on official national findings from the Current...
TV Universe Adds 700K Homes for the Upcoming 2019-2020 Season
After only increasing by 300,000 in 2018, the number of TV homes in the US has grown by 700,000 this year, reaching 120.6 million for the upcoming 2019-2020 season, according to Nielsen’s latest TV Universe estimates. An estimated 307.3 million Americans aged 2 and...
Multicultural Groups in US Remain Underrepresented in Media Spend
Multicultural media spend grew by 5.6% last year to $25.9 billion in 2018, per a report [download page] by PQ Media and the ANA. While this year multicultural ad spending growth is expected to slow to a 4.5% gain, the increase will return apace in 2020, forecast to...
Who’s Dedicating the Largest Share of Wallet Online?
US consumers are becoming more diverse, and so are their spending habits - at least to some extent. One thing that all age groups, ethnicities and income levels have in common is that online's share of their wallet has increased in the past two years, per a new report...
Asian-Americans Have Strong Purchasing Power. How Can Marketers Reach Them?
Reaching the $1 trillion mark in 2018, Asian-American spending power is impressive, to say the least. With data from a recent report [download page] from Nielsen predicting that Asian-Americans' spending power will reach $1.3 trillion in just 4 years, this is a...
Asian-American Households Continue to Enjoy Above-Average Incomes
Asian-American households continue to have the highest household incomes of any race/ethnicity in the US, according to recently-released figures [download page] from Claritas. Asian and Pacific Islander households in the US have an annual mean income of $116,319,...
Internet Use Climbs Among Older Adults
Almost 9 in 10 adults ages 65 and older used the internet last year.
How Much Does Programmatic Out-of-Home Cost?
The average CPM for programmatic OOH inventory rose to $7.24 in H2 2023.
Americans Retain Favorable Opinions of Small Business
Large corporations continue to suffer from poor reputation.
The State of Traditional TV: Updated With Q3 2020 Data
It's been 6 months and an ongoing pandemic since our last traditional TV update, but it's time for us to dive into...
Here’s An Update on Device Penetration in TV Households
Over the past year, ownership of devices such as smartphones and tablets have remained relatively steady, per a report...
1 in 3 Would Consider Replacing Their Primary Care Doctor with Virtual Visits
The pandemic has forced more consumers to think digitally and rely more on online services than before. But what about...