Grace Agostino’s Post

Hispanics are a powerful force in the U.S. economy with a $3.2 trillion GDP, and brands that are not using radio to reach them, are missing out— Mucho. Radio is the media superstar, connecting with more Hispanics than TV or digital, especially among the young and employed. Shifting some of that TV budget to radio will increase brands' reach both this important consumer segment. #iHeartLatino #iHeartMedia https://lnkd.in/gRdPg37u

🎉  Our client, Mecenas Media COO Federico Gagliardone, was recently featured in this Forbes article discussing the powerful strategies to effectively engage the Hispanic community, the fastest-growing demographic in the U.S. He highlights the importance of authentic representation, culturally relevant content, and the role of media in building meaningful connections. 🌎📈 Thanks to Sonia Thompson and Forbes CMO Network for the important coverage 🙌🏽 Check out the full article here: https://lnkd.in/e-Tg-Ke4 Listen to the full interview on Sonia's podcast (linked within the article). #HispanicHeritage #Media #PR #MarketingStrategy

🚀 How can your brand tap into the fastest-growing demographic in the U.S.? As a CMO, it's crucial to understand how to authentically connect with diverse audiences.  Thanks to Forbes CMO Network and Sonia Thompson for the important coverage on "How To Engage The Hispanic Community, The Fastest Growing In The U.S.", including best practices from MECENAS' COO, Federico Gagliardone. A few of the highlights: 🎯 Between 2022 & 2023, the Hispanic population accounted for 70% of the population growth in the U.S. 🎯 Think Beyond Just Translating Content 🎯 "We're not a monolith." 🎯 Don't Market to the Community without the Community Read the whole article here https://lnkd.in/gUQuwANe

As you all know, I’m an unadulterated radio fan. And while I enjoy personalised content where an algorithm has selected material for listening pleasure based on preferences, behaviours and demographics, I really enjoy the sheer randomness that radio offers and I’ve even heard it called the “Anti-Hero” of personalisation. Why? Because, it's a space where serendipity thrives, introducing us, almost by fluke, to new music, stories, and viewpoints we might otherwise miss. It bypasses the echo chambers of tailored feeds, offering diverse perspectives and real-time connection. Most of all, I think that radio, in its core form, fosters a sense of community, uniting listeners through shared experiences and live dialogue. So, while we’re going to be hearing much more tailored content in the future, let’s not forget that there’s also a big future for what made us fall in love with radio in the first place. #Marketing #Connection #Community

Writing the report this podcast episode is based on was such a gratifying experience, both professionally and personally. As the child of Mexican immigrants with a stereotypically large (and dynamic) family, the research I had to conduct for this report was a reminder of how wildly the Latino experience can vary across the United States. Here are some of the contextual insights that I wasn't able to include in the scope of the report: 1. Around 75% of U.S. Latinos say they have a conversational level of Spanish according to Pew, but this high number belies the role it plays in personal identity within the community. There was a time when families stopped teaching Spanish to their children in an effort to assimilate, so there are Latino Americans who have no connection to the language (and have been shamed for it by their Spanish-speaking counterparts). This is more true for families who have been in the US for multiple generations, such as those who already lived in Texas and California prior to annexation, and is another aspect that marketers need to keep in mind when deciding to roll out a campaign targeting a specific generation or location. 2. Family unity is a major theme across the Latin American diaspora, but this pressure also creates a desire within younger generations to protect their individualism. Reflecting the effort to balance these two values may be an avenue to reach the predominantly youthful (but increasingly economically powerful) segment of the population. 3. The report notes that YouTube is one of the top platforms for Latino digital video viewers due to its variety of content, and one of the biggest draws for older generations (and movie buffs like myself) is its housing of films from Mexico's cinematic golden age. These films are nearly impossible to find in physical media or on other mainstream streaming platforms in the US, which is one of the reasons YouTube is a go-to for the Latino Baby Boomers and seniors who grew up watching them. If you're subscribed to EMARKETER Pro+, you can get the full report here: https://lnkd.in/d9HARftD And be sure to listen to the podcast episode Zia links below!

Traditionally, diversity in media was viewed through a narrow lens — focusing on broad ethnic categories, like Hispanic, Asian, or African American — but it fails to paint the full picture, excluding key components of what makes a person who they are. Today, true diversity in advertising goes beyond ethnicity and encompasses a person's unique perspective, shaped by their values, experiences, and cultural backgrounds. This shift necessitates a move away from the binary of "general market" versus "minority-targeted" advertising. Diverse audiences are growing so fast that the general market is no longer “general” at all. With the American population rapidly diversifying and a multicultural majority expected in the coming decades, advertisers need a powerful solution to reach these growing demographics authentically. Check out our latest blog to learn more about the importance of reaching diverse audiences authentically on CTV. https://lnkd.in/gsSnjzyA #MulticulturalMarketing #CTVAdvertising #StreamingTV

One of the greatest disconnects that we see in the news today is that we're losing younger generations. Just look at Thomson Reuters Institute Digital News Report 2024 for instance, which shows that since 2008 online news sites have lost 50% of their youngest audiences, while the older demographics have remained fairly stable. Of course, it's easy to conclude that this is because young demographics don't care about the news and just want to spend their time on TikTok. But according to Thomas Baekdal, this thinking is wrong - in fact, it's the youngest demographics who are the most active & worried about what's happening in the world So why is it that the demographic who care and are the most active are the ones moving away from newspapers? Maybe this illustrates that journalism needs to adapt... Today, information is everywhere. Young readers are inundated by it. They don't need journalists to tell them what different people are saying. Instead, younger demographics require a higher level of journalism. They require newspapers to figure out what the issues are and to put the effort and expertise into investigating this news, rather than just reporting on it. Zetland is a great example of this in practice and, as a result, 65% of their readers are below 45 Thomas' article on The Audiencers is definitely worth a read https://lnkd.in/erYRu5F7

Black voters will play a key role in determining the outcome of the 2024 presidential election. Here are a few key metrics from our "Politics and Black Families" platform: - Instagram-337,208 views, reaching 240,004 accounts. - YouTube/Tik Tok 500,000 views. Audience Demographics - Location - United States: 59.4% - United Kingdom: 2.0% - Canada: 1.8% - Age - 65+: 35.0% - 55-64: 25.6% - 45-54: 16.2% - 35-44: 12.6% - 25-34: 8.5% - 18-24: 2.0% It's tons of amazing metrics to share, but I'll leave it here for now. We have full rollouts across all streaming platforms and some exciting event activations this summer. Our goal is hyper-local content with a global audience. I’ll continue to post updates about our 5-year plan. Our content drives strong conversations and connections, focusing on politics, business, community, school, relationships, and culture. Stay tuned for more! #Theboomersbaby

Happy Monday, everyone. This week's topic is that Hispanic consumers are one of the most digitally active groups in the US. Hispanic digital media usage exceeds that of the total population on most media platforms, especially Instagram and WhatsApp. Their strong online presence and enthusiasm for sharing product recommendations with friends make them both a target and an ally for advertisers. The US Hispanic population has the highest rate of digital video penetration among racial and ethnic groups, at 81.3%. One contributing factor may be the predominance of multigenerational households: A larger household means a greater demand for content variety, which streaming offers more readily and affordably than traditional or cable TV. Per the 2023 Census data, the average number of people per family household is highest among Hispanics compared with other racial and ethnic groups. Viewers spend over half (50.7%) of their total TV time streaming videos, per July 2023 data from Nielsen.YouTube and Netflix hold the largest shares. #lunesdeLinkedin #hispanicmarketing #community #transcreation #marketingstrategytips #diversityandinclusion #language #success

Why Do Certain Groups Trust the News Less? The Reuters Institute recently published a study titled "Public Perspectives on Trust in News", which highlights an important finding: "Generally, younger people, people with low income, and people with lower levels of formal education tend to trust the news less." In India, my interactions with Millennials and Gen Z from these demographics revealed a similar pattern. Many rely heavily on social media as their primary source of news. While social platforms offer convenience, they also often present fragmented, biased, and sometimes misleading information. This growing reliance on social media contributes to a broader skepticism toward traditional media. This trend raises an urgent need for media literacy campaigns targeting younger audiences and marginalized groups. By equipping individuals with the skills to critically evaluate news content—whether it’s from traditional outlets or digital platforms—we can foster informed decision-making and rebuild trust in credible journalism. Media organizations, educators, and policymakers have a shared responsibility to address this gap. Let’s work toward empowering our communities to navigate the complex information ecosystem with confidence. What are your thoughts on promoting media literacy to address trust issues in news? Share your ideas in the comments! #MediaLiteracy #TrustInNews #DigitalMedia #Millennials #GenZ #MediaEducation #SocialMedia Reuters Institute for the Study of Journalism