Horowitz Research

If you're interested in the commercial reality of CTV ad measurement: which metrics buyers actually trust, how measurement impacts budget allocation, and what proof is required for brands to commit long-term dollars to CTV - then join us at #StreamTVShow for the Panel: From Metrics to Decisions: Measuring CTV Performance Moderated by Adriana Waterston of Horowitz Research, you'll hear from speakers Zach Lain of PepsiCo, Murphy VandeMotter of Madhive, Steven Cohen of Boost Mobile and Jamie Finstein of IAB. Register now: https://loom.ly/xZracxg #StreamTVShow #Streaming #FutureOfTV #CTV

Understanding multicultural consumers requires more than translation, it requires strategy backed by data. In this case study, Horowitz Research helped a leading pest control provider uncover actionable insights to better connect with Hispanic/Latinx homeowners across key markets, helping shape customer acquisition, marketing, and in-language engagement strategies. Explore how Horowitz Research can support your growth strategy: https://lnkd.in/giM8Cjbs #MarketResearch #HispanicMarketing #ConsumerInsights #MulticulturalMarketing #CaseStudy #HorowitzResearch #MARCResearch

Asian consumers continue to be among the earliest adopters of digital platforms and social trends, making social media an important space for brands looking to build authentic engagement. In a recent article by Joyce Williamson, Director of Research at Horowitz Research, our latest FOCUS Asian study reveals that more than half of Asian consumers say social media is now a primary way they discover new brands and products, and 37% have made a purchase directly from social media in the past month. Click on the image below to read the full article!

This summer’s global soccer tournament is a massive opportunity for brands to connect with passionate, emotionally invested fans across cultures and generations. We help brands better understand the audiences behind the excitement through fan insights, ad impact measurement, multicultural research, and audience strategy. From enhancing the in-stadium fan experience to helping brands optimize campaigns that resonate with Gen Z and Latinx audiences, insights are what turn moments into meaningful connections. The brands that stand out are understanding the motivations, behaviors, and moments that drive fan engagement. Swipe through to see how we’re helping brands elevate their strategy on the world’s biggest stage. Book a quick call with Adriana Waterston, EVP at Horowitz Research, to learn how deeper fan insights can help your brand connect with sports audiences: https://lnkd.in/gnj5G8T5 #SportsMarketing #ConsumerInsights #MarketResearch #GenZ #LatinxConsumers #FanEngagement #Advertising #Soccer #SportsFans #MulticulturalMarketing #BrandStrategy

We’re incredibly proud to celebrate Adriana Waterston on being named a 2026 Cable TV Pioneer. Throughout her career, Adriana has helped shape the media and entertainment industry through groundbreaking multicultural research, strategic leadership, and advocacy for diverse audiences. From pioneering some of Horowitz Research’s earliest Hispanic, Black, and Asian consumer studies to leading industry conversations at conferences and events across the country, her impact on the cable and media landscape has been undeniable. Her leadership has helped brands, networks, distributors, and organizations better understand and connect with multicultural consumers while continuing to push the industry forward. Please join us in congratulating Adriana on this well-deserved recognition and celebrating her continued contributions to the future of media and entertainment. A special thank you to Joseph Schramm for the nomination and recognition of Adriana’s contributions to the cable and media space. #CableTVPioneers #MediaIndustry #MulticulturalMarketing #Insights #Research #Leadership #WomenInMedia #CableIndustry #HorowitzResearch

Our first State of Media, Entertainment & Tech study of 2026 is here! From streaming and broadband to mobile service satisfaction, bundling, smart home tech, and connected devices, this year’s report dives into how consumers are navigating today’s subscription landscape and what it means for providers, platforms, and brands moving forward. This study explores the services people subscribe to, what’s driving satisfaction and loyalty, and where the market is headed next. Interested in learning more? Reach out to our team or visit our website to explore the full study. https://lnkd.in/gk6nNQE6 #MarketResearch #Streaming #CTV #SmartHome #Telecom #ConsumerInsights #MediaResearch #Subscriptions #HorowitzResearch #MARCResearch

May is Asian Pacific American Heritage Month, and our SVP of Strategy & Operations, Kristy Day, is featured in this month's Multicultural Marketing News alongside a strong lineup of voices from across the industry. The issue brings together perspectives on how AAPI consumers, culture, and creators are reshaping the mainstream: --AAAZA, Inc. on how Asian culture is reshaping multicultural America --Ethnic Technologies on the K-Wave going from "exotic" to everyday --d exposito & Partners on Nielsen's findings around Asian influence in global pop culture --NRS Digital Media on moving from recognition to real market understanding --Horowitz Research on engaging Asian consumers through social media --Ebony Marketing Systems on reaching AAPI audiences in their languages and cultures Kristy's piece looks at why AANHPI buying power keeps outpacing the strategies built to reach it, and what brands are missing when they only measure what national datasets can see. Read the full issue: https://lnkd.in/dfKEvReq Thanks to Lisa Skriloff and the team at Multicultural Marketing Resources, Inc. for the platform.

Behind every healthcare breakthrough is a deeper understanding of the people it’s meant to support. In this case study, Horowitz Research helped uncover perceptions, barriers, and awareness around HIV prevention methods through both qualitative and quantitative research helping guide messaging, positioning, and future program development. Learn more about how consumer insights can shape impactful healthcare strategies: https://lnkd.in/giM8Cjbs #HealthcareResearch #ConsumerInsights #MarketResearch #HealthcareMarketing #HIVAwareness #ResearchStrategy #QualitativeResearch #QuantitativeResearch #HorowitzResearch #MARCResearch

As part of the State of Media, Entertainment and Tech: Viewing Behaviors 2025 from Horowitz Research, 48% of TV viewers regularly engage with social media during or after a show. From an age perspective, 55% of adults 18 to 34 and 53% of those 35 to 49 engage with social media during or after a show. Over one-third share live reactions such as emojis or comments while watching a show or event. Thirty-four percent have purchased merchandise, collectibles or fashion inspired by a move or TV show. The chart below identifies the percent of TV content viewers who regularly experience various interactive TV viewing features. #Television #TVshows #secondscreening #socialmedia #experientialTV #interactiveTV #livereactions #emojis #socialmediacommenting #onlinecommunities #liveshopping