Report: World Cup interest surges among Hispanics | World Cup livestreaming sees record-breaking traffic | Survey: Video streaming accelerates globally
July 11, 2018
Culture Marketing Council SmartBrief
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Report: World Cup interest surges among Hispanics
Report: World Cup interest surges among Hispanics
(Benjamin Cremel/AFP/Getty Images)
Nearly three-quarters, or 72%, of Hispanics are interested in watching the World Cup, including 65% of Hispanic women, according to a new report released by NBCUniversal Telemundo Enterprises. "Our research confirms that much of this engagement with soccer and the World Cup will happen in Spanish, even for non-Hispanics," said Adriana Waterston of Horowitz Research.
HispanicAd (7/10) 
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Research and Report
World Cup livestreaming sees record-breaking traffic
The 2018 World Cup tournament has seen a significant rise in livestreaming traffic, with the first 10 days of the tournament surpassing the traffic for all 64 matches in 2014, per tech company Akamai. The company says that 2018 has delivered more than twice the traffic of 2014 and more than 15 times the amount posted in 2010.
FierceCable (7/6) 
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Survey: Video streaming accelerates globally
Survey: Video streaming accelerates globally
Nearly half of streaming-video viewers globally were doing more streaming in May than a year before with a consequent decline in the amount of time spent viewing TV, according to an Interactive Advertising Bureau survey. Social media was the single most common type of viewing platform.
eMarketer (7/10) 
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World Cup TV revenue tops $250M despite drop in viewing
Television revenue for the World Cup has reached $250 million, despite viewing being down among US television networks. NBCUniversal networks have accounted for the bulk of that revenue at $152.4 million, largely on the strength of Telemundo's $143.1 million take.
MediaPost Communications (7/9) 
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Cutting-Edge Campaigns
How Coca-Cola empowers employees to lead its social mission
How Coca-Cola empowers employees to lead its social mission
(Patrick Kovarik/AFP/Getty Images)
Coca-Cola's seven-member diversity and inclusion team aims to bring employee concerns to the fore so each of the firm's 700,000 staff members can contribute an opinion. "People are no longer checking those issues at the door," Global Chief Diversity Officer Andrew Davis says.
TriplePundit (7/9) 
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Droga5, CoverGirl thank 1,000 women for inspiring inclusive foundation line
Droga5's new push for CoverGirl promotes the brand's TruBlend Matte Made foundation, which includes 40 shades designed for a diverse range of skin tones. A 13-minute and 43-second social spot includes credits highlighting 1,000 women who inspired the product range by speaking up about the need for makeup designed for multicultural consumers; a 15-second spot will run across TV.
Ad Age (tiered subscription model) (7/2),  Adweek (tiered subscription model) (7/2) 
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Industry Trends
5 issues cross-cultural grocers must navigate
5 issues cross-cultural grocers must navigate
(Ozan Kose/AFP/Getty Images)
Hispanic consumer business is booming for grocers, but with that surge come greater merchandising and operational challenges, writes Patrick Harrington. He suggests that grocers invest in data, look to healthy foods and more to remain competitive in the market.
MediaPost Communications (6/29) 
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CAA unveils searchable database of TV writers of color
Creative Artists Agency announced it is launching the "first-of-its-kind searchable database" featuring television writers of color. "We initially conceived the Amplify Database as a resource for our clients and buyers to help them make the most informed and inclusive decisions when addressing the needs of their shows," said Christy Haubegger, CAA's head of Multicultural Business Development. "With the marketplace appetite for diverse voices at an all-time-high, we saw the larger potential value in this resource and decided to maximize its impact by sharing it with the entertainment industry."
Deadline Hollywood (6/28) 
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CMC News
2018 Hispanic Marketing Guide: Download your free copy today
The 2018 CMC Hispanic Market Guide is everything a marketer needs to know about Hispanic consumers, Hispanic media, top advertisers and trusted culture specialists along with their capabilities, client roster and key contacts.

In addition, the guide provides the topline results of CMC's groundbreaking research, Digital Lives 2018: A World of Digital 'Everything' through a Cultural Lens, which revealed that culture drives digital behavior regarding how information is shared, how on-demand content is consumed and which platforms are chosen, permeating outside of in-culture spaces and across non-Hispanic white, Hispanic and non-Hispanic African-American segments. Download your free copy here.
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CMC Job Center
The Culture Marketing Council's job center is where specialized employers and employees can connect. Place your post now at for a fee of $75 per posting. CMC members, get your free six-month trial code by emailing
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Thomas Edison,
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