2014 HISPANIC MARKET OVERVIEW [REPORT]
Is all of the endless chatter about “total market” total BS?
Is the advertising and marketing industry’s infatuation with millennials completely daft, since these consumers are more likely to have crappy jobs and far less money to spend on anything when compared to their parents and grandparents?
Is it time to say “adios” and turn off the lights one final time because Hispanic marketing and advertising has peaked and is starting its slow, painful slide downward?
After spending four months preparing the fifth annual Hispanic Market Overview by engaging some of the industry’s top thought leaders in debate and pouring through pages of Excel spreadsheets, the answer is an easy one. No.
There’s a clear need to fully understand “total market” approaches, and the 2014 Hispanic Market Overview, presented by López Negrete Communications, tackles the buzzword of the year by asking key industry leaders their take on what “total market” is. We also discuss why marketers and media crave the coveted Latino millennial, and examine the traits and trends of the Hispanic consumer with data from Experian Marketing Services-a new feature in Hispanic Market Overview.
Much of the growth in mobile video has been driven by the YouTube generation – some 40% of all YouTube’s traffic comes from tablets and smartphones now – and that trend shows no signs of stopping. While that’s great for YouTube, it’s not so great for the marketers that desperately want to reach that audience, but are either unwilling or unable to take advantage of the myriad mobile video platforms that deliver said audience on a silver platter.
Global flows have been a common thread in economic growth for centuries, since the days of the Silk Road, through the mercantilist and colonial periods and the Industrial Revolution. But today, the movement of goods, services, finance, and people has reached previously unimagined levels. Global flows are creating new degrees of connectedness among economies—and playing an ever-larger role in determining the fate of nations, companies, and individuals; to be unconnected is to fall behind.
This is the year historians will look back upon and recall as the year television changed forever.
Mobile may be winning when it comes to its growing share of time spent with media, but advertising dollars are following behind slower than one may expect, according to eMarketer’s latest forecast of time spent with media by US adults.
Bud light and Telemundo Media announced “Buscando Mi Ritmo,” a new long-form branded reality competition series that will search for the unique sound that turns a singer into an artist – and an artist into a star. The series will put a new spin on the genre by pairing celebrities with up-and-coming musical bands that are looking to establish themselves in the music industry.
Siempre Mujer magazine announced that the first-ever Siempre Mujer Cover Contest. Presented by The Lincoln Motor Company, the contest will give the magazine’s readers an opportunity to shine, while highlighting the talent, passion and beauty of Latinas around the country.
Andrés Cantor is on the list of the world’s top legendary soccer commentators published by The FIFA Weekly, the official magazine of FIFA. Cantor is the only US-based, as well as Spanish-speaking commentator, included on the list published by the world’s leading soccer organization.
When Hispanic young adults think about their experiences in the working world, do they feel that being Latino is an advantage or disadvantage?
In celebration of the 44th annual Earth Day, DDB Worldwide today announced findings from the 2014 DDB Life Style Study (LSS), which indicates that across both attitudinal and behavioral measures, race is one of the best predictors of “green” living.
“Business Trends 2014: Navigating the next wave of globalization” explores nine trends that are currently reshaping the business environment, driven by long-term, potentially irreversible, shifts in the global economy.
Multicultural is ‘the’ growth epicenter fueling the nation’s economy. In Q1 2014 again, the changing face of those newly employed and their incremental impact in the overall U.S. economy was clearly driven by Multicultural segments, largely by Hispanics. A solid Total Market strategy that puts the newly employed in the center may be translated into real topline growth. By Santiago Solutions Group
Over the last 18 months, I have been fortunate to work with quite a few CMOs and integrated marketing leaders from many well-known brands. Their businesses are very different from each other, as are their product portfolios and their distribution and marketing approaches. All these senior marketers are very aware that their consumers and indeed their own world has changed and continues to change at breakneck speed. I believe there is no need to explain this fact to them anymore; they live it every day.
By Gonzalo López Martí @LopezMartiMiami
Ka-ching! Ka-ching! Ka-ching!
The need to appeal to this growing shopper base is clear, but understanding the influences of Hispanic shoppers and cuisine is far more complex. However, retailers who learn these shoppers’ preferences—particularly in the fresh foods space—will benefit as the group’s spending power continues to climb. 
The American public anticipates that the coming half-century will be a period of profound scientific change, as inventions that were once confined to the realm of science fiction come into common usage.
In Jacobs Media’s new study of core radio listeners, the impact of digitally delivered media continues its rise, providing both opportunity and challenges to traditional radio broadcasters. The media habits of 11 different format core audiences, along with five generations, are examined in this mega-survey of radio listeners. From Boomers to Millennials, different patterns of consumption emerge.
