蘑菇AV

As the US population diversifies, retailers like Kroger and Save A Lot are opening new stores catering to Hispanic and Asian consumers for a more personalized and engaging shopping experience.

Hispanic consumers seek health information from non-traditional channels: This is due to a lack of trusted health resources for this community. Healthcare and pharma marketers need to craft culturally relevant content.

Grocers experiment with new formats and products to target Asian, Hispanic consumers: Kroger, Walmart, and Save A Lot are among the retailers looking to attract a more diverse audience.

The election brings more ad spending to Spanish-language media: TelevisaUnivision garnered record US political ad revenues as candidates fight for Hispanic voters.

Deportation fears caused in-store shopping among Hispanic consumers to fall more YoY than among non-Hispanics, with supermarkets seeing the biggest drop at over 11%, according to data from Kantar.

Several brands have noted a pullback in spending amid concerns about immigration enforcement, particularly among Hispanic consumers. Constellation Brands said Hispanic shoppers, who account for more than 50% of Modelo beer drinkers, have cut back on social events and purchases.

Hispanic Heritage Month campaigns honor Latino culture: Brands like MLB and T-Mobile pay tribute, but year-round engagement remains key.

Brands can maximize efficiency by targeting Hispanic consumers: The highly diverse demographic reports high brand recall and positive association with sports.

In a first for the Super Bowl, there will be two Spanish broadcasts: NBCU and Fox are sharing Spanish-language rights as marketers pay more heed to Hispanic consumers.

Hispanic (34%) and Black (41%) adults are much less likely to be cost secure than white adults (58%). The percentage of Hispanic adults considered cost secure has dropped 17 percentage points since 2022.

Black consumers are 77% more likely, followed by Hispanic consumers at 76%, and Asian-American/Pacific Islander and White Americans at 69% and 62%, respectively. The preference goes beyond race. LGBTQ consumers are also more favorable to brands that emphasize multiculturalism: 62% of LGBTQ consumers expect the multiculturalism of the real world to be reflected in the media they consume.

It's also seeing signs of weakness among Hispanic consumers, who have concerns about high prices, immigration issues, and potential job cuts, the company noted during its earnings conference call. That helps explain why on the heels of 5% growth in FY24, Constellation lowered its FY2026 outlook to flat to 3% growth鈥攄own sharply from its previous medium-term forecast of a 7% to 9% gain.

Black (53%), Hispanic (51%), and Democratic (49%) consumers are also more likely to engage in boycotts. Why it matters: Consumers increasingly consider spending money as a political act. Boycotts are seen as a means of asserting their economic importance and protesting stances of both retailers and those of the government.

Targeted political ads mobilize key voters for the 2024 election: Both the Harris and Trump campaigns are pouring millions into micro-targeted ads aimed at swing state Latino and Asian voters to boost turnout.

Aiming to capitalize on growing Hispanic sports viewership, Fox and NBCUniversal inked a deal to air the recent Super Bowl on both Telemundo and Fox Deportes. To top it off, digital sports viewership surpassed traditional TV viewership for the first time last year, driving high demand for the varied ad targeting offerings available on digital channels.

For example, Wells Fargo hosted an event in New York City鈥檚 East Harlem that combined cooking classes with financial literacy to engage the local Latino population. 蘑菇AV 10% of Hispanic households were unbanked in 2023, per the Federal Deposit Insurance Corporation (FDIC). Wooing affluent clients with premium financial centers.

Entertainment鈥檚 multibillion-dollar Hispanic market opportunity: The group鈥檚 underrepresentation in TV and films opens a major avenue for engagement and financial growth.

蘑菇AV 10% of Hispanic households are still unbanked in the US, per the FDIC, and less than 50% of Latino immigrants have bank accounts. 25% of US consumers ages 18 and under are part of the Latino community鈥攐ffering smaller FIs an opportunity to combat their 鈥渁ge problem.鈥�. The US Latino economy is the second-fastest-growing in the world, just behind China, per think tank Latino Donor Collaborative.

Last year, e.l.f. highlighted that there are more men named Dick serving on corporate boards than many underrepresented groups, including Hispanic women, women of Middle Eastern descent, and Native American women. "There's nothing wrong with being a Dick, but there needs to be more of everyone else at the table," said Lam.

Half of US consumers think people with disabilities are underrepresented in TV and film, according to a YouGov survey. 64% of Black respondents say white people are overrepresented among film and TV characters, according to the report, alongside 37% of Hispanic respondents, and 25% of white respondents, according to the report. This was originally featured in the 蘑菇AV Daily newsletter.

The three spots focus on attracting new customers and reaching the company鈥檚 core Hispanic audience. Modelo is also partnering with DraftKings for the 鈥淏uckets for Bucks鈥� fan challenge to further engage audiences. Sports as key opportunities: Advertiser demand for live sports is only expected to increase as the number of scripted and reality productions declines.

On today's podcast episode, we discuss what its like to grow up with artificial intelligence, where Gen Z are spending most of their media time, and how best to target these young folks with ads. "In Other News," we talk about the LGBTQ+ consumer and how represented US Hispanic consumers are in ad budgets. Tune in to the discussion with our analyst Paola Flores-Marquez.