New Generation Latino Consortium launches quantitative study.

The New Generation Latino Consortium, a non-profit group of professionals dedicated to educating and informing the business and entertainment worlds about the importance of the New Generation Latino (NGL) audience, recently launched a groundbreaking quantitative study with the support of MTV-Tr3s, LATV, AIM-TV, MiGente.com, Batanga.com, Tu Ciudad Magazine, LatCom Communications, NocheLatina.com, Cookman International, GlobalHue, The Association of Hispanic Advertising Agencies (AHAA) and New American Dimensions research group.

Since its inception a few years ago, the NGLC has established itself in the Latino media and marketing world as a pioneer organization. Having hosted two sold out conferences in New York and Miami in 2004 and 2005, the organization is aimed at besting itself in 2006 with this unprecedented ever-green study aimed at U.S. Latinos between 13 and 34 years old. Unlike previous NGL studies, “there are several important differences” states NGLC Chairman, David Chitel. “1.) It is being conducted exclusively online in English and Spanish, 2.) It is ever-green and will therefore have a significantly higher base than typical one-off studies, 3.) Its media and entertainment-based questions cover everything from TV to Podcasting consumption, 4.) It will enable marketers to build an NGL media roadmap around which key decisions can be made and 5.) It’s the first study of its kind commissioned by the only non-profit NGL trade organization in the world.”

“The NGL is the fastest growing segment in the United States, but one of the most understudied. Some agencies are afraid of this consumer. Others just don’t understand that most U.S. born Hispanics are bilingual with a preference for English. This NGLC study will boldly fill in many of the informational gaps about the NGL consumers’ unique needs, and how to effectively market to them,” says David Morse, President and CEO of New American Dimensions research group.

Carl Kravetz, Chairman of the Association of Hispanic Advertising Agencies, which is made up of nearly 100 agencies specializing in the Latino market says, “We are thrilled to support NGLC in its ongoing efforts to provide timely, actionable information on this influential segment of the Hispanic population. The NGLC on-line study will provide on-going insights to help us reach out to tech-savvy young Latinos in fresh, relevant ways.”

“MTV tr3s is committed to building an entertainment and cultural platform that reflects and responds to today’s US Latino youth. Research was one of the key factors that led MTV to recognize that there is an opportunity to super-serve Latino youth with their own channel. We are excited about and look forward to utilizing the NGLC research to develop a deeper connection with our audience,” said Lucia Ballas-Traynor, senior vice president and general manager of MTV tr3s.

The study, which is solely funded by the NGLC, consists of approximately 25 questions and drives respondents to participate via TV, Online, Print and grass root advertising. Incentives such as $1,000 cash prizes, iPods®, iTunes® gift certificates and over 100 prizes donated by media partners will be key traffic drivers to the survey located at www.NGLC.net. In addition to its base questions, the study also contains a special qualitative bonus section from which heavy media consumption respondents will be selected to maintain diaries of their habits.

“U.S. born Latinos are the mainstream market. As responsible marketers serving our clients, it is important that we recognize this fact and begin reaching out to this virtually untapped consumer segment. Embrace this market now versus playing catch up later. Innovative leaders lead, they do not follow. The NGLC database is a first step in understanding how to connect with this growing consumer force, states Jaime Gamboa Publisher/Founder of Tu Ciudad magazine.”

“NGL’s are a fundamental part of the marketplace today, they are driving the growth of the Hispanic consumer segment and, increasingly, they are influencing youth culture as a whole. As such, we think it is imperative for any marketer to pay close attention to them,” adds Rafael Urbina, Batanga’s CEO.

“As in-culture media consumption for second and third generation Latinos grows, advertisers will need to understand how to reach this large market in a relevant context. MiGente.com is proud to support the NGLC research to help advertisers better understand this large and fast growing group, says Court Cunningham, Community Connect’s COO.

“From an advertising standpoint, this research will be an invaluable tool for ad agencies to be assertive and take a leadership position in aligning targeted messages within the right media content and context. The NGLC research is the first step to applying a more rigorous and disciplined approach to segmenting messages for the Latino market—above and beyond language. GlobalHue is a strong supporter of NGLC’s vision and mission”, says Christopher Campos, Executive Vice President and Director of Hispanic Client Services at GlobalHue

Wave one results are expected to be presented in top Latino markets this fall, to which entry will be FREE for all AHAA member agencies and Latino advertisers. Thereafter, marketers will be able to query one question for FREE at the NGLC website, with the entire database being open for paid subscription as well. Similar to Omnibus® studies, the NGLC will also allow marketers the opportunity to probe its database for a per question fee.