LARCHMONT, N.Y., Oct. 27, 2011 — Horowitz Associates’ Multiplatform Content & Services 2011 study finds that over half (54%) of broadband Internet users watch TV content streamed or on an alternative platform weekly. Non-traditional viewing now accounts for 10.8 hours a month, or 7% of total viewing time, with 149.4 hours still dedicated to traditional TV.

Compared to the average broadband Internet user, 18-34 year-olds spend substantially more time with TV content across all platforms. Incidence of non-traditional TV viewing is higher among young adult broadband Internet users, with three-quarters (74%) of 18-34 year-olds doing so weekly— accounting for 10% of their total viewing time. Broadband users 18-34 who watch on non-traditional platforms also spend more time with traditional TV, reporting an average of 167.7 monthly viewing hours—18+ hours more than average.

Cross-Platform Brand Equity:
On non-traditional platforms, YouTube remains the most popular destination for most video. Study findings suggest, however, that TV brands developing a strong online and mobile presence can translate their success to new platforms. For example, ESPN is the most frequently mentioned destination for sports on the PC/laptop and on mobile devices. CNN (closely followed by YouTube) is the main destination for news, as is HBO/HBO GO for those who view premium TV content.

As business and revenue models for non-traditional platforms evolve, the study suggests an increase in customers’ receptivity to online advertising. Among broadband Internet users, self-reported incidence of clicking on banner and pop up ads increased by 127% since last year.

“Our study has tracked the evolution of alternative TV since its inception,” notes Adriana Waterston, Horowitz’ Vice President of Marketing and Business Development. “While at the very margins non-traditional video platforms may erode traditional TV viewing, it is becoming increasingly clear that there will be a net gain for media brands, advertisers, and consumers. This will come hand in hand with a big shift in consumers’ viewing patterns and expectations about accessing, sharing, and otherwise controlling their TV viewing experience, not only on alternative platforms but on the traditional TV platform as well.”

About the study:
Multiplatform Content and Services 2011 is the 9th edition of an annual report based on an online survey of 1,046 broadband Internet users 15+. The report was published October, 2011. http://www.horowitzassociates.com/studies/multiplatform

CONTACT:
Adriana Waterston, Vice President, Marketing, Horowitz Associates, Inc.
914-834-5999
adrianaw@horowitzassociates.com

Plus, many of you have visited our Facebook page, but did you know you can also now follow us on Twitter! Follow @HorowitzAssoc for updates on our studies, interesting and important industry news, and information on our upcoming events and specials!

Horowitz Associates Pairs up with Ramius Corporation and the AMA for a Webinar: Real Research in a Virtual World: Best Practices for Integrating Online Communities into your Research Approach

Did you know that Horowitz Associates is on the cutting edge when it comes to designing and managing custom, online research communities?  It’s the hottest new methodology on the research circuit, and we have a lot of expertise in this area.  In fact, we’ve been offering custom online research communities for a few years now, and we were invited by the AMA (American Marketing Association) to team up with Ramius Corporation and the AMA’s own Leonard Murphy (of GreenBook and BrandScan360) to deliver a webinar on the topic.

Positioned somewhere between a “typical” online community and large online panels, an online research community is a unique approach to research.  On the webinar, Adriana and Stephanie discuss some of the key benefits, considerations for choosing a platform provider, best practices for design and management of an online community, and why you should consider partnering with a market research provider for your next online community.  You can listen to the entire presentation, download the slide deck, and see answers to some of the questions that came up during the presentation at: http://webinars.sixent.com/research2011

We’d love to discuss how an online research community can work for you.  Give us a call or make sure we’re on the list for your next RFP!

Horowitz Associates is a certified partner of online panel provider Vision Critical (www.visioncritical.com) and online research community provider Ramius Corporation (www.ramius.net).

For the first time ever, Horowitz Associates is offering a syndicated videography.  We will be recruiting 30-40 homes to participate across at least 3 markets, and will be getting inside these real consumers’ homes to see and understand how today’s most pressing industry topics—ranging from alternative platform use to multicultural programming to cord-cutting—actually play out in their lives.  

For Premium subscribers of this study, we will include in-depth probes about your network, genre, and other particular areas of interest, and deliver custom reporting and video for you (in addition to the full report)—all for just a fraction of the cost of commissioning a custom videography.

Viewing the Viewer will bring to life our research and can serve as a complement to our 4 core studies and 4 focus reports, or as a stand-alone report.  To view a sample of our videographic work and learn more about the study, please visit: http://www.horowitzassociates.com/studies/viewing-the-viewer

If you want to be a part of this exciting, new research study, act now! We are going into the field in a few weeks, so to become a Premium Subscriber please subscribe right away.  Contact Adriana (adrianaw@horowitzassociates.com) or Howard (howardh@horowitzassociates.com) or call 914-834-5999 for more information.

Harnessing the Power of Community

March 21st, 2012

Marriott Marquis

8am – 1pm

These days, the word “community” has many different interpretations, each of them relevant to the business of Multicultural Media.  At the 2012 Forum, we will explore the topic of community from three perspectives:

From a programming and distribution perspective, Multicultural America is America, but America is made up of many communities.  What new opportunities for growth exist?  We will discuss how to continue to develop the Hispanic and African American markets, and explore emerging multicultural communities and interest groups that are currently underserved.

From a technology perspective, how is social media—driven by broadband and digital technologies—reshaping the concept and power of community- locally, nationally, and internationally?

And from a consumer perspective, what can we learn by engaging multicultural audiences in ongoing dialogue in the context of an online research community?  

We’re designing a custom online research community of multicultural consumers that will go live in the months prior to the forum.   Findings from this online community project will be shared exclusively at the Forum.  Best of all, paid registrants will have access to this online research community prior to the event, and you’ll get a chance to submit your most pressing topics and questions to be posed to the community members.

For more information about the conference, sponsorship opportunities, and how to register, please contact Stephanie (stephaniew@horowitzassociates.com) or Adriana (adrianaw@horowitzassociates.com) at 914-834-5999.

Save the Date: Wednesday, March 21st, 2012, New York City! 

We look forward to seeing you then!

Horowitz Associates, Inc. | 1971 Palmer Avenue | Larchmont, NY 10538 | info@horowitzassociates.com | 914.834.5999

Larchmont, New York, July 7, 2011—Many U.S. Hispanics feel culturally connected to both their U.S. and Latino identities, according to Horowitz Associates’ annual FOCUS: Latino™ report. For the past 11 years, the study has tracked U.S. Hispanics’ attitudes towards and viewing of TV, broadband, and alternative platform content and services. It finds that, when asked to rate on a scale of 1-5 whether they identified themselves as “completely Latino” or “completely American,” 18% of Hispanics identify themselves as “completely American,” 43% as completely Latino, and four in ten (39%) feel they are a mix of both.

These data correlate to acculturation markers like language use in the home. Latinos in bilingual homes are, concomitantly, more likely to be bicultural. Importantly, four in ten Hispanics in English-oriented homes (where mostly/only English is spoken) consider themselves both Latino and American, and a full 16% of those heads of household define themselves as “completely Latino.”

At the same time, bicultural Latinos do not necessarily only live in bilingual homes: Almost one-quarter of bicultural Latino heads of household live in Spanish-dominant homes; one-third live in English-oriented homes.

Understanding how cultural affinity impacts media consumption is increasingly essential for advertisers, marketers, and media companies. FOCUS: Latino finds that Latinos identifying themselves as bicultural spend the majority of their TV viewing time– 72%–
with English language TV and 28% with Spanish language programming. Yet Spanish language TV remains important: Four in ten (43%) bicultural Latinos watch TV in Spanish at least every other day. And, programming in English targeted to Latinos is quickly gaining ground, with 20% of biculturals watching at least weekly— a number likely to increase as more of this content becomes available.

“The Hispanic market has always been complex and diverse, with a market for both Spanish and English language media, marketing, and advertising” notes Adriana Waterston, Horowitz’ VP of Marketing and Business Development. “It has never been exclusively about language as much as it is about cultural relevance. There is a large and growing opportunity for language-agnostic content and messaging that speaks to the experience of being both American and Latino that will resonate loudly with this bicultural segment.”

FOCUS: Latino is based on an annual telephone survey of 600 Hispanic heads of household, 18+, as well as 350+/- online surveys of Hispanic broadband users 15+ with home Internet access. The 2011 study is available now with discounted pricing. For information and pricing, visit www.horowitzassociates.com/focuslatino.

Horowitz Associates Market and Multicultural Research (www.horowitzassociates.com) is a boutique research consultancy providing custom quantitative and qualitative research and consulting among general market, Hispanic, and multicultural consumers for more than 25 years. In addition, Horowitz publishes a variety of media industry studies including State of Cable and Digital Media™ and Multiplatform Content and Services™, both available in multicultural editions, as well as FOCUS: Latino™ and FOCUS: African America™.

Between 2000 and 2010, the Hispanic population grew 43% and accounted for over half of the 27.3 million increase in the total U.S. population.

The non-Hispanic White population increased numerically from 194.6 million to 196.8 million, but its overall proportion of the total population declined from 69 percent to 64 percent.

Hispanics are the largest minority in the United States with 50.5 million Americans identifying as Hispanic.  Currently, about 1 in 6 Americans identify as Hispanic.

Two-thirds of Hispanics watch Spanish-language programming weekly.  On a daily or almost daily frequency, Hispanics over-index on watching television content in another language or from another country by over 300%.  Viewership and type of viewership varies depending on level of acculturation. Do you know which segment of the market matters to you?

The Hispanic market is more than just the Spanish-speaking population.

On March 8, 2011, Telemundo’s Spanish-language telenovela “La Reina del Sur” was #1 in its timeslot for total adults 18-49, beating out English-language networks such as ABC, CBS, Fox, and NBC. “La Reina del Sur” continues to be a major contender in the ratings, regularly topping the ratings for the key 18-34 demo.

English-oriented Hispanics over-index on having a streamed-to-TV video capability (e.g. Internet-enabled Blu Ray, Wii, PS3).

Hispanics, particularly bilingual and English-oriented Hispanics, over-index watching television content on mobile devices.

What else don’t you know about your Hispanic audience?

KNOW YOUR MARKET

FOCUS: Latino 2011

Order by June 15 and receive 10% off!

]]> http://www.horowitzassociates.com/specials/10-off-focus-latino/feed 0 http://www.horowitzassociates.com/specials/1500-off-focus-groups http://www.horowitzassociates.com/specials/1500-off-focus-groups#comments Tue, 14 Jun 2011 18:32:06 +0000 Horowitz Associates http://localhost/horowitz/?p=160 From now until Labor Day, we would like to offer you a $1,500 discount off your next focus group project!

Contact us now to take advantage of this special offer!

Did you miss the 11th Annual Multicultural Media Forum?

Catch up on what you missed below…

This year, Adriana Waterston, VP of Business Development and Marketing at Horowitz Associates, revealed data from Horowitz Associates’ annual tracking study, State of Cable and Digital Media: Multicultural Edition. We featured Glenn Enoch, VP of Integrated Media Research at ESPN, as the Keynote Speaker, as well as Diana Mogollón, General Manager of mun2, as the Keynote Interview.  Our two panels, featuring top execs from advertising agencies, pay TV companies, networks, and telecommunication companies, offered insights into how companies are targeting their multicultural audiences in this competitive, multiplatform environment.

Highlights from Adriana’s presentation (3:51)

Highlights from Glenn Enoch, VP Integrated Media Research, ESPN (1:57)

Highlights from Diana Mogollón, General Manager, mun2 (1:48)

Panelists on Multicultural Marketing (2:14)

Panelists on Multicultural Audiences (2:19)

In the Context of Census 2010, Media Industry Execs Reveal Multicultural, Multiplatform Strategies

New York City—A record number of over 300 attended the 11th Annual Multicultural Media for Multicultural America Forum on Wednesday, March 16 in New York.  The Forum, hosted by market research company Horowitz Associates, featured advertising, pay TV, and programming executives who gathered to discuss strategies for reaching and servicing multicultural consumers across new media platforms, including digital TV, broadband, and mobile.

Recently-released data from Census 2010 served as a catalyst for the discussions, with a number of speakers noting that mainstream media companies and advertisers that to date had not launched a Hispanic or multicultural strategy would be hard-pressed to ignore the enormous and growing power of multicultural America.

Click here to read more

Really wanted to attend, but couldn’t make it? Ask about a personal webinar!

This year, for the first time, we are offering a webinar of the Horowitz presentation from the Forum. If you and your colleagues were unable to make it or simply want to hear it and have a chance to ask a few question, ask us about how you can schedule a webinar.

Additionally, we can offer video copies of the Horowitz presentation and the two panel sessions.  Please contact us at 914.834.5999 or email us for more information about scheduling a webinar or purchasing video.

MUST-HAVE Data on Hispanic and Multicultural Audiences!

This is the year to invest in Hispanic and multicultural research! Horowitz offers 4 multicultural studies for purchase, which are briefly described below.

FOCUS: Latino—The first and still most comprehensive report on the U.S. Hispanic market and their attitudes, actions, and  toward cable, broadband, and technology.  FOCUS: Latino provides in-depth data on Hispanics from our State of Cable and Multiplatform Content & Services study.  Data is run by age, sex, kids in household, and language orientation (Spanish-dominant, English-dominant, and bilingual). More information »

FOCUS: African America—Insights on Black consumers regarding cable, broadband, and technology.  FOCUS: African America will help you understand how technology is being adopted in Black homes across the United States. More information »

State of Cable & Digital Media: Multicultural—The most comprehensive report on how multicultural consumers are consuming media. SOC&DM has been tracking data for the past 11 years, providing you with the important trends and changes regarding television and alternative platforms. More information »

Multiplatform Content & Services: Multicultural—To be fielded later this year, MCS Multicultural is a national tracking survey among high speed Internet users, giving you valuable insights about trends in technology, broadband usage, alternative platforms, and Internet behavior. More information »

We hope to see you next year!

Your friends at Horowitz Associates

914.834.5999

info@horowitzassociates.com

Recently-released data from Census 2010 served as a catalyst for the discussions, with a number of speakers noting that mainstream media companies and advertisers that to date had not launched a Hispanic or multicultural strategy would be hard-pressed to ignore the enormous and growing power of multicultural America.

Adriana Waterston, Vice President of Business Development for Horowitz Associates noted, “Census 2010…is a game-changer. No matter where you are, no matter what market you serve, not having a multicultural strategy is simply not an option.” Waterston pointed out that Telemundo’s La Reina del Sur telenovela outperformed Univision, CBS, ABC and NBC in Tuesday night ratings the week prior to the event, suggesting, according to Waterston, that “what we are used to thinking about as ‘mainstream’ content will need to evolve to reflect the new demographic reality.”

Diana Mogollón, General Manager of mun2, and Glen Enoch, VP of Integrated Media Research at ESPN keynoted the event. In an interview by Multichannel News Editor-in-Chief Mark Robichaux, Ms. Mogollón discussed mun2′s unique strategy targeting bicultural Latinos with bilingual programming across multiple platforms. She explained mun2′s goal to be culturally relevant while language agnostic, and how the network’s presence across multiple platforms is key to their success, providing the network’s young, Latino audience the ability to be “completely connected” and interactively engaged.

EPSN’s Enoch delivered a compelling presentation on the sports programmer’s research on attitudes and behaviors of sports fans by ethnicity, highlighting important differences among Hispanic, Black, and White consumers in terms of not only what sports are consumed, but to what degree and on what platforms. Enoch pointed out that in a multiplatform environment, “sports fans will use the best available screen to view content.”

Two separate panel discussions were convened, one focused on programming moderated by Clayton Banks, CEO of EmberMedia, the other on advertising moderated by Joseph Schramm, Managing Partner of Schramm Marketing Group. Panelists included Gloria Constanza, Partner, Chief Contact Strategist, d expósito & Partners; Saul Gitlin, EVP, Strategic Services, Kang & Lee; Alain Groenendaal, President/CEO, Wing; Jaideep Janakiram, VP, International Business – Head of North America, Sony Entertainment Television, Asia; Joe Lawson, Director of Content Strategy & Acquisition, Verizon FiOS Content Team; Tom Maney, SVP, Advertising Sales, Fox Hispanic Media Group; Rafe Oller,SVP, Marketing, nuvoTV; Philip Polk, Director, Segmentation Marketing, Cox Communications; Curtis Symonds, CEO, HBCU Network; and Emma Vélez-López, Director, Acquisition Marketing, DIRECTV Más.

The forum was produced by Schramm Marketing Group. Clips from the Forum and other content will be available soon at www.multiculturalmediaforum.com.

Hispanic, Black, and Asian Urban Consumers Over-index On Usage of Alternative Platforms

More Findings Will Be Revealed at Media Forum on March 16

Larchmont, New York, March 10, 2011 –  Early results of Horowitz Associates, Inc.’s annual State of Cable and Digital Media – Multicultural Edition 2011 study have just been released and reveal that, at least weekly, almost a third of urban consumers (31%) watch TV content via alternative platforms such as on a computer/laptop, on a mobile device/tablet, or streamed directly from the Internet to the TV through an “OTT” device such as an Apple TV, a Vudu Box, an Xbox, or a Blu-Ray DVD player.

Those who use alternative platforms for TV spend, on average, 15% of their viewing time on a platform other than traditional TV.  This is in addition to time devoted to digital TV platforms such as DVRs and VOD.

Multicultural urban consumers over-index for using alternative platforms for TV compared to their white counterparts, the study reveals.  Almost half of Asian urban consumers (41%) watch TV content on alternative platforms at least weekly, as do 37% of Hispanic and 36% of Black urban consumers, versus 25% of White non-Hispanic urban consumers.  Through a computer/laptop alone, 35% of Asians report at least weekly TV viewing, compared to 22%, 17%, and 15% among Hispanic, Black, and White consumers, respectively.

Computers and OTT platforms aside, penetration of video-enabled mobile devices such as smartphones/iPhones, iPads, and gaming gadgets increased from 35% in 2010 to 46% in 2011.  This, along with the expanded availability of mobile apps providing access to professionally created content from major media companies, is paving the way to an increase in viewership of TV content on mobile platforms:  Self-reported weekly viewership of TV content on mobile devices alone has increased from 4% in 2010 to 10% in 2011.  Incidence of weekly mobile TV viewing is highest among Black and Hispanic urban consumers: 14%, report at least weekly viewing, compared to 7% among White and 5% among Asian urban consumers.

More findings from this research will be revealed at next week’s Multicultural Media Forum on Wednesday March 16^th at The Roosevelt Hotel in New York City which runs from 8am-1pm.  The event features a roster of research, media, and advertising executives who will address strategies for capturing and retaining audiences in multiplatform, multicultural America, and the important role of culturally relevant and in-language content in serving the cross-platform needs of these audiences.

The Forum is presented by Horowitz Associates and is produced by the Schramm Marketing Group.  More information about the event is available at http://www.multiculturalmediaforum.com/ .  Registrations will be accepted online through Monday, March 14.

For more information about the State of Cable and Digital Media – Multicultural Edition 2011 study, please visit http://www.horowitzassociates.com/socdmmulti11.html or call 914-834-5999.

ESPN Study Combined with Horowitz Findings Enhances Research Data Presented at Annual Conference

Forum has Become Signature Event About Research, Programming and Advertising to Multicultural Audiences

(New York, NY.)  ESPN’s Vice President of Integrated Media Research, Glenn Enoch, will share insights about the multicultural sports fan gleaned from the company’s industry-leading, cross-platform research initiative, ESPN XP, at the upcoming 11^th annual Horowitz Multicultural Media Forum on March 16.  Mr. Enoch’s presentation will provide perspective on cross-platform media consumption in a multicultural context.

The March 16 event will be held at the Roosevelt Hotel, on 45^th Street and Madison Avenue in New York City.

“Glenn’s presentation promises to be exciting and extremely relevant to our attendees.  The ESPN XP Research program takes audience measurement to the next level in today’s multiplatform media environment—a hot topic of crucial importance for advertisers, programmers, and all of us in the media industry,” said Howard Horowitz, President of Horowitz Associates.

The Forum has become the signature event where programmers, advertisers, agencies, and pay TV companies discuss strategies for capturing and retaining audiences and subscribers in multicultural America.

In addition to the ESPN research presentation, attendees get exclusive access to Horowitz Associates’ latest research on how multicultural consumers are viewing content on TV, online, and on alternative platforms, and will hear from key advertising, programming, and marketing executives on the implications of cross-platform media usage on the business of multicultural media.

For the past ten years, the Forum has attracted over 300 attendees from the pay TV industry, programmers, production companies, advertisers, agencies and the financial community. It is the venue for getting the latest research on the attitudes and behaviors of multicultural audiences especially as it applies to pay TV, broadband, and mobile platforms.

The Forum starts at 8 a.m. with registration and a continental breakfast; opening remarks are at 8:45 a.m. In addition to the research presentations, there will be two Keynote presentations, two panels featuring top programming, marketing and advertising executives, a Programming Showcase and various networking opportunities. The event concludes at 1 p.m.

The Forum is presented by Horowitz Associates, a leading research firm with particular expertise in research among Hispanic, multicultural, and global audiences, and is produced by the Schramm Marketing Group.  Schramm also produces other major industry events including the Hispanic Television Summit, The Video on Demand Summit and The OnScreen Media Summit for leading industry publications Multichannel News and Broadcasting & Cable, among others. Creative assistance for the Forum is provided by Ember Media.

To register, please visit: www.multiculturalmediaforum.com or contact Stephanie Wong, (914) 834-5999, stephaniew@horowitzassociates.com

For sponsorship, speaking opportunities or additional information, contact the Schramm Marketing Group, 212-983-0219, reli@schrammnyc.com

To learn more about Horowitz Associates, Inc. market research and consulting, please visit www.horowitzassociates.com

Weekly Multiplatform Viewing at 49% among Hispanics, 37% among Blacks

Multiplatform Complements, Traditional TV Still Dominates, But Data Suggest Growing Trend towards Cord-Cutting

Larchmont, New York, December 20, 2010—Horowitz Associates’ latest study, Multiplatform Content and Services: Multicultural Edition, focuses on multiplatform TV consumption among Black, Hispanic, Asian, and White broadband users.

A study fielded by Horowitz earlier this year found that, although Black and Hispanic homes under-index for broadband, they are driving new broadband growth.  In Horowitz’s new study, multicultural consumers with broadband also lead the way in ownership of video-enabled handheld devices: 84% of Asian and 83% of Hispanic and Black broadband users can access video on a handheld, compared to 74% of Whites.

With growing access to alternative platforms and more robust content on them, the study finds multicultural consumers are generally more involved in multiplatform TV than Whites.  Almost half (48%) of Asian, 46% of Hispanic, and 35% of both, Black and White broadband users watch TV content online; 16% of Asian, 22% of Hispanic, 19% ofBlack, and 15% of White broadband users watch TV content on a handheld (weekly data).

Despite heavy usage of multiplatform TV, the traditional set still dominates.  Seventy percent of Asian, 75% of Hispanic, 74% of Black, and 75% of White broadband users who watch TV on alternative platforms report that most of their viewing still occurs primarily on the TV set.   On the other hand, for 29% of Asian, 22% of Hispanic and 24% of Black broadband users, alternative platforms are now used equally or more than traditional TV.

One-quarter of Asian (24%) and White (25%) multichannel subscribers say they are considering/might consider cancelling their TV subscriptions if more of their favorite content were available online. The potential for cord-cutting is lower among Hispanics and Blacks; still 18% of Hispanic, and 13% of Black multichannel subscribers are considering/would consider cutting the cord.

“Our data consistently show that multicultural audiences tend to be on the leading edge for advanced technologies and services,” asserts Adriana Waterston, VP of Business Development for Horowitz Associates.  “When it comes to alternative TV platforms, multicultural consumers want more choice, not less.  Any players in the multicultural space need to deliver what viewers are coming to expect: cross-platform content.”

For more about the study, visit www.horowitzassociates.com/mcs10.html