Adriana Waterston

Adriana Waterston
Adriana Waterston is Senior Vice President of Insights and Strategy at Horowitz Research, where she oversees millennial, multicultural and Latino research endeavors. Well-known for her leadership in this space, Adriana is a frequent speaker at industry conferences.
Why multicultural audiences are key in a fragmented media landscape

Why multicultural audiences are key in a fragmented media landscape

Our studies demonstrate that market research is not driving insights regarding the effectiveness of new media platforms. As a result, advertisers are finding it increasingly difficult to plan media buys that will engage target consumers in a fragmented media...

How today’s multicultural audience defines new age media patterns

How today’s multicultural audience defines new age media patterns

America’s multicultural audiences are on the leading edge of tech adoption. From 2013 to 2018, Asian, Latino, and black audiences have been ahead of the streaming curve. The average TV viewer spends 43 percent of time with live TV, and 35 percent with streamed...