Futbol has long reigned as the king of sports among Hispanics, but recent research shows that many Latinos in the U.S. are warming to American football and the NFL.
Despite the boom in digital marketing and online shopping, consumers still make the vast majority of their purchases at brick-and-mortar stores. But shopping centers aren’t just places to buy things.
Ad spend remains one of the biggest and most strategic resource allocation decisions that the management of any leading consumer marketing company has to make. So the speed of change in the world of media and advertising is creating new uncertainties in the executive suite.
Media viewing preferences are much like our individual penchants for food—they vary by region. The same is true for how we consume media, and subsequently how much we consume.
U.S. consumers with fat wallets sure know how to have a good time. In fact, they seem to take an "if you got it, spend it" mentality when it comes to entertainment escapism.
Global consumer confidence increased in the first quarter of 2013, rising two index points to 93 from 91 in Q4 2012. Improved consumer attitudes about job prospects, personal finances across key markets helped drive the quarterly uptick.
2012 closed out on a positive note for the ad industry: globally, ad spend increased 3.2 percent year-over-year to $557 billion. A strong third quarter, which saw growth of 4.3 percent, helped drive the annual uptick. Ad spend growth then receded to a more modest 2.5 percent in the fourth quarter.
See how income and education factor into consumer video-viewing behavior.
Branding in the online medium appears to have come of age, as spending for online brand advertising in 2013 is projected to rival that of direct response advertising.
To drive profitable growth in the U.S., companies should return their focus to consumers, and their strategies need to tap purchasing behaviors and mindsets that are reflective of the recent recession, the proliferation of retail channels and innovations in technology.