Monthly Archives: May 2011

Social Media plays greater Role in Cause Engagement for Hispanics

Nearly one in three African-American adults (30%) and four in ten Hispanics (39%) say they are more likely to support a cause or social issue online than offline today—both significantly higher percentages than Caucasians (24%), according to the new Dynamics of Cause Engagement study. Jointly conducted in late 2010 by Georgetown University’s Center for Social Impact Communication and Ogilvy Public Relations Worldwide, the study examined trends in cause involvement and the roles of a variety of activities in fostering engagement with social issues among American adults age 18 and over. Via HispanicPR Pro. Read more.

Mobile Search And Shopping Intersecting.

Mobile Search And Shopping Intersecting.

The survey, “The Mobile Movement,” found that 42% of users click on mobile ads they see and like over their smartphones. Of those, 49% go on to buy something or convert somehow, 35% later visit the advertiser’s Web site, and 27% actually call the business in the ad.

A full 82% say they “notice” mobile ads– although of course that notice doesn’t necessarily involve clicking, acting on or even actually reading the ad. Read the whole story

Reaching Undeserved Communities via New Media

Soap Opera Demise Expands P&G, NBC Efforts.

The Procter & Gamble and NBC joint venture is getting a redesign that includes new features like Pet Places, an online and mobile database of pet businesses in cities around the country.

The new site will have six new channels that include new community functions and new sections around pet nutrition, budgeting and living green, and blogs from pet experts. The site is also introducing a mobile app for iPhones and Android-enabled devices.

Focus on Target

Via AdAge Hispanic

Power of Hispanic Purse Propels Modelo to Success.

How powerful is the Hispanic beer consumer? Consider that one of the fastest-growing brands in all of beer has been propelled almost entirely by the demographic.

Modelo Especial, a crisp pilsner with a fat-bottomed bottle and gold-foil adorned white label, gets about 80% of its consumption from Hispanics, according to Crown Imports. The third-largest import behind Corona Extra and Heineken, Modelo grew 15.7% last year, making it the third-fastest growing import among the top 10, trailing only Anheuser-Bush’s Stella Artois and Heineken USA’s Dos Equis, according to shipment data from Beer Marketer’s Insights. Read the whole story here

Why Opposite Directions?

In Network TV, Supply and Demand Going in Opposite Directions.

If the Big Four networks are indeed able to command significant price increases in the upfront market, it will again be remarkable just how vast the spread is between supply and demand. CPMs and ratings continue to head in strikingly opposite directions.

To wit: Barclays Capital projects ABC to command 10% price bumps, while the network’s C3 ratings in the 18-to-49 demo this season are down … 10%.

At Fox, Barclays projects CPMs to go up 10%, while its ratings are down 6%.

At CBS, pricing would go up 12%, while ratings have declined 7%. NBC would have an 8% increase in CPMs as its ratings have dropped 6%.

Jeff Immelt may be happy he doesn’t have to answer many questions about NBC anymore, but is there another part of GE that has such a curious relationship with the demand curve? Post-recession, the business of network TV seems strong enough to have some at GE with at least some seller’s remorse. Partly, because next time there is a recession, the impact should be softened because of the carriage fees the networks are now benefiting from.

Still, GE frustration with how much harder it is to produce hit programming than a superlative jet engine seems legit. Networks are finishing off an unimpressive year there. Read the whole story


More African-American College Students Use Twitter.

I’m always curious about the ways different groups use social media, including differing levels of adoption and engagement based on age, gender, ethnicity, and so on — but I’m also aware that data purporting to show such differences should be taken with a grain of salt. In one recent example, a study says African-Americans are more likely to use Twitter than the population at large. This finding is interesting, but needs to be qualified by the sample population — i.e., college students.

According to a survey of first-year college students at the University of Illinois at Chicago published online by New Media & Society, Twitter in general is making big inroads among college students, with the percentage using the microblogging service jumping from 3.6% in 2009 to 17.8% in 2010. And there were indeed some remarkable differences along racial lines, with 37% of African-American college students using Twitter in 2010, compared to just 21% of white college students.  Even more interesting was the reason: African-American college students were more likely to describe themselves as being interested in celebrity and entertainment news, and many said they joined Twitter to follow certain celebrity accounts. Read the whole story

Facebook Delivers Ads.

Facebook Delivers Ads.

Your best brand evangelists: Staff Loyal

Your best brand evangelists: Staff Loyalty Propels Apple.

Will PC’s become extinct? The Tablet Ta

Will PC’s become extinct? The Tablet Takes Over, Sort Of.

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