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  • Article

Diverse Reactions: Getting Diversity and Inclusion Right in Advertising

Deepak VarmaHead of Neuroscience Insights – NA, SE Asia & Pacific, The Kantar Group

Key Takeaways

  • The majority (68%) of consumers agreed that ads with diverse characters show an authentic reflection of society, and the feeling is stronger among people of color.
  • Not promoting diversity could hurt brands but promoting it will not alienate other consumers. Just showing under-represented groups has no impact on the ad’s ability to build brand equity or increase short-term sales.
  • Showing under-represented groups positively–in progressive, non-stereotypical ways–can dramatically accelerate sales lift and long-term brand equity.
  • Illustrate the brand message by celebrating culture and focus on the identity of the under-represented.

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  • Article

NYCU: Univision Wants Representative Measurement

The Spanish-language TV network is focused on the shortfalls of different measurement companies when it comes to capturing its audience. “One of the challenges – or opportunities – for many of the new measurement companies is representation. That comes into light at Univision because we represent such a strong presence of the Hispanic community,” said Brian Lin, Univision’s SVP of product management and advanced advertising sales.  Lin spoke with AdExchanger about Univision’s goals to make its TV advertising more measurable to marketers:

  • Do you expect any challenges implementing these new insights? We want to make sure that any new measurement companies we partner with have very solid representation (in addition to) solid methodology. This goes into a lot of the work we’re doing aggregating our first-party data and partnering with different data providers to compose our household graph … (and) solidify that representation of the Hispanic community.
  • What else has Univision been building over the past year? A lot has been happening for Univision this past year, from Google’s investments in Univision (via a deal that spanned Google Cloud and YouTube) to our new leadership coming onboard (to build out our) household graph.
  • What’s on the horizon for 2022? Driving better ad effectiveness through interactivity might come in the form of new ad formats and (even) new partnerships. We’re also focused on precision. (We want to) utilize our programmatic insights to ensure the right message shows up at the right place in front of the right consumers that are interested in those advertisers. Maximizing ROI for our clients might come in the form of addressable TV, dynamic ad insertion, CTV targeting (or) first-party data onboarding.
Univision is looking into measurement alternatives, from aggregating its own first-party data to partnering with new companies that can add color and nuance to its data. For example, via a partnership with data and analytics providers EDO and datafuelX and global media agency Mediahub, Univision is tracking the correlation between search engagement data and commercials that run on Univision. Source: Boyle, A. (2022, January 13). Univision’s Quest for Outcome-Focused Data and Representative Measurement. AdExchanger.  

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NYCU: Minorities in Top TV Shows

Two Samba TV analyses explored representation in popular TV programs.   Representation of Hispanic Characters on TV. Samba TV published an analysis on the racial diversity (or lack thereof) featured in top TV shows*. The study concluded that representation on such shows was severely lacking. It also found evidence that diverse households prefer watching shows with diverse leads, making the status quo even less tenable for studios and advertisers aiming for mass appeal. One of the most striking disparities between TV representation and the Census was that of Hispanic actors: In the US, 18% of the population identifies as Hispanic, whereas only 3% of top-billed actors across the shows surveyed were from that racial group. While overall, representation of Hispanic actors is lacking, an increasing number of shows (e.g., Mayans M.C. and Pose on FX) and movies, are paving the way for more accurate presentation. Source: Fine, R. (2021, October 12). Centering Hispanic Stories in Film and TV: How Representation Drives Viewership. Samba TV. Representation of LGBTQA Characters on TV. Of the Top 20 most-watched shows*, 13 (65%), had at least one main character** who was explicitly identified as being LGBTQA. Meanwhile, seven had no LGBTQA representation. The study identified 216 main characters across shows; 19 were LGBTQA, for a total of 9%. Comparatively, 5.6% of U.S. adults identify as LGBTQA, indicating that TV has made representational strides. However, there is still ample room for improvement. Only six of the top shows had two characters who were explicitly identified as LGBTQA. None of the top shows had transgender characters. Although none of the top 20 shows centered primarily around LGBTQA plotlines, some further down the list did, i.e., RuPaul’s Drag Race (VH1), a reality drag competition. *Based on a ReelGood list of top shows. Excludes reality and “true-crime” programming **Main characters defined as those featured in the majority of episodes Source: Fine, R. (2021, June 24). Pride on TV: How do popular shows represent LGBTQA characters, and who’s watching? Samba TV.  

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Navigating The Messy Middle: The Great Resignation (Event Summary)

  • by Sanyu Lubogo, Spotify
  • Cultural Effectiveness Council

On Nov. 9, 2021, the third installment of the ARF Cultural Effectiveness Council’s Navigating the Messy Middle series examined how media, marketing, and research teams are facing capacity issues due to record departures, and how many Diversity, Equity, and Inclusion efforts (DEI) are likely to shift as a result. Led by the ARF Cultural Effectiveness Council Co-Chair’s Janelle James, a dynamic discussion took place with our self-nicknamed (learn about them in the recording) guests Pepper Miller “Black Cultural Activist,” Founder & President of Hunter Miller Group, Joanna Lara “The Igniter,” US Multicultural Brand Partner & Strategy Lead at Google and Co-Founder of Latinos in Tech, and Carla Ebola “Mrs. KPI” EVP, DEI Lead at Energy BBDO.

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