Hispanic, Latin American
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Cross-Cultural Insights Strategies for 2025 – a Round Table Discussion
The ARF Cultural Effectiveness Council's event on “Cross-Cultural Insights Strategies for 2025” brought together industry experts to discuss the evolving landscape of cross-cultural marketing in the wake of recent developments in Diversity, Equity, and Inclusion (DEI) initiatives. The four panelists – Jasper Snyder (Founder and CEO of MAPS Insights), Erika Digirolamo (Senior Director, Global Media & Analytics at Circana), Jason Klein (COO and Co-Founder of SeeMe Index), and Ola Mobolade (Chief Strategist at Omnivore) – began with brief presentations of their recent research. They then engaged in a rich round-table discussion moderated by Janelle James, Head of Cultural Intelligence at Ipsos North America and Co-Chair of the ARF Cultural Effectiveness Council. A recurrent theme was the necessity for organizations to be consistent and transparent in their DEI approaches to mitigate backlash while navigating the ever-changing demographics and consumer expectations. Additionally, the event underscored the need for brands to measure and benchmark their inclusive marketing efforts continually. The roundtable discussion also stressed that diversity is an inevitable aspect of future market compositions, particularly with Gen Z's increasing influence as consumers and employees.
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The Inclusive Screen
Alex Fu – Sr. Market Insights Manager, LG Ad Solutions
Alex Fu from LG Ad Solutions dug into the results of their Inclusive Screen Series, which comprises three distinct studies on Black, Hispanic and Asian Americans. The aim was to discover CTV viewing habits of these groups and cross-reference that with the representation of each onscreen. 1,435 U.S. adult CTV users were surveyed online from February to May of 2024. These results were compared to an annual research project about U.S. TV consumption habits called The Big Shift (from linear to streaming). Despite significant Black, Hispanic and Asian American audiences, the study highlighted the lack of representation among these groups in television, film and advertising, and provided data-driven insights to normalize this conversation around diversity. Alex also covered the methodology, key findings and the importance of diverse content and advertising. Key takeaways:- Black, Hispanic and Asian Americans represent 39% of U.S. adults.
- Most Hispanic, Black and Asian American audiences prefer streaming TV due to its flexibility, content selection, cost-effectiveness and fewer ads.
- Word of mouth remains the top driver for content discovery, but app homepages and TV home screens are becoming increasingly important.
- Free ad-supported streaming (FAST) is popular among these groups due to its cost-effectiveness and immediate content availability.
- Seven out of 10 Black, Hispanic, and Asian American audiences are likely to sign up for and cancel subscription streaming services after watching specific content.
- Hispanic households spend 92% of their TV time on English networks, indicating the need for advertisers to build campaigns across all networks.
- Approximately six in 10 value content from racially diverse communities, and seven in 10 pay more attention to ads that accurately portray diverse groups.
- And yet, advertising still lacks adequate diversity. For instance, only 27% of actors in North American video ad creative were actors of color in 2022.
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Racial Minority Representation Increases Advertising Effectiveness in Mortgage Markets
Explore the impact of racial minority representation in TV advertisements on consumer choices in the mortgage market in this new MSI working paper. The study employed a double machine learning model to control for high-dimensional video and text features, ensuring robust estimates. Its findings reveal that higher minority presence can significantly increase TV advertising effectiveness.
Member Only AccessFANARCHY26: How to Unlock the Potential of the World's Most Promising Soccer Market
Even amidst all the growth in popularity since 1994, there’s still tremendous opportunity to unlock soccer fandom in the United States. The second wave of popularity in the sport is coming, and it will accompany the return of global soccer tournaments to North American shores: the 2024 Copa America, the 2026 FIFA World Cup, and the 2028 Summer Olympics. There is a growing consensus that the next decade will be the biggest yet for soccer in the United States—and yet, nobody really knows what that growth will look like. The goal of this report is to lay the groundwork for the future of soccer fandom, and develop an essential roadmap for brands and properties looking to tap into the growth potential of this market.
Member Only AccessWhich Language Should be Used in Ads for Hispanic Consumers?
Hispanic consumers in the US are diverse – culturally as well as regarding their preferred language and language skills. What are the implications for the language used in ads for Hispanic consumers? Read more »
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