Culture is Driving Growth

Author: Annette Malave, SVP/Insights, RAB

Over the next 20 years, the U.S. population will be comprised mostly of multi and intercultural individuals according to U.S. Census population projections.  This growth is attributed to the increase in the number of Asian, Blacks/African Americans and Hispanics/Latinx in the country and is being viewed as the catalyst of brand and revenue growth by advertisers and marketers alike.

Combined, these groups are projected to yield a buying power of $4.7 trillion by the year 2020 – up from $3.8 trillion in 2017, according to Nielsen.  Despite this projection, the dollars spent to target and advertise to  multicultural consumers remain relatively low.  While 37% of the U.S. population was comprised of Asian Americans, African Americans and Hispanic Americans in 2018, only 6% of advertising and marketing dollars were targeted to these segments, according to a study compiled and presented by Dr. Leo Kivijarv of PQ Media at the 2019 ANA Multicultural and Diversity Conference.
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Radio’s Amazing Numbers

Author: Annette Malave, SVP/Insights, RAB

Radio is an extension of every part of us.  It’s our ears that listen. It’s our fingers that touch the dial or app.  It’s our eyes when we want to know the traffic.  It’s our heart when we hear the songs that we grew up with, and it’s our soul when we hear of any devastation in a local community.

Radio is an incredible force and impacts listeners like no other medium does. A look at some of the figures that pertain to radio helps to both quantify and qualify radio as a powerful medium.

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Reaching African American and Hispanic Listeners Across
The Infinite Dial

Contributor:  Laura Ivey, Director of Research, Edison Research

Today’s environment of almost unlimited audio choices means advertisers and stations must craft targeted messages and personalized outreach to listeners. The more we understand consumers, the better we are able to speak to them, which brings importance to the understanding of ethnic listeners and their digital media habits.

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The Infinite Dial”

Growing with Multicultural

Author: Annette Malave, SVP/Insights, RAB

According to projections by the U.S. Census Bureau, by 2045 50.3% of the U.S. population will be comprised of what is now considered racial minorities – Hispanic, Black/African-American, Asian, multiracial and others. While 2045 is more than two decades away, the shift is already impacting the marketing and advertising perspectives and strategies among many of today’s top national advertisers.

Last week, during the 2018 Association of National Advertisers (ANA) “Multicultural Marketing & Diversity Conference,” CMOs, marketing strategists, bloggers, TV hosts and even comedians spoke to the behavior and buying power of these consumer segments.

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Hispanics – the Fastest Growing
Consumer Market

Author: Annette Malave, SVP/Insights, RAB

$1.5 trillion.  That is the buying power of the Hispanic consumer – the largest minority market in the U.S.  According to the Selig Center for Economic Growth, this group’s economic clout has grown 203% since 2000, which makes it one of the fastest growing consumer markets here in the U.S.  This group represents nearly 18% of the country’s population.

Advertising to ethnic audiences was once considered an afterthought.  However, as the buying power of Hispanic consumers continued to increase, its importance as a target audience for advertisers grew.

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Consumer Market”

Dining During the Holidays

By now, the hustle and bustle of holiday shopping is reaching a crescendo for many of us.  With aching backs and feet from all the window shopping for ideas to shopping in-store, there is nothing better than sitting down for a good meal.

There are numerous dining options for consumers – from quick-serve to fast casual to sit-down restaurants.  With all of these options, enticing their taste buds can be a difficult challenge.  How do you reach consumers that are on-the-go or right before they are about to shop?  With radio, of course.

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