It’s no secret that Hispanic consumers are driving growth across a range of industries in the U.S., so it makes sense that many companies aren’t asking if this demographic is affecting the nation. Rather, they’re asking how they’re affecting it.
Marketers report strong doubts about their skills, effectiveness and ability to measure the impact of their campaigns according to research released from Adobe.
If you’ve been keeping an eye on the news lately you’ve seen Univision posted some pretty big numbers. “Univision’s average of 1.81 million viewers aged 18-to-49 so far in July tops Fox, NBC and CBS, who are all clustered just under 1.5 million, the Nielsen company said.”
Granted, there are far fewer options in Spanish TV than there are in English, so Univision’s numbers get a big boost from lesser fragmentation…but still, those are some pretty big numbers, especially in that young demo. If you’re a brand looking for customers, Univision’s audience is tough to ignore.
Almost all Hispanic advertising shares one thing – the Spanish language. Hispanic marketing is big business, involving organizations from all segments of society and our economy. Yet almost all Hispanic advertising involves Spanish in some way.
National activity and regional spot marketing, where dealers keep the overall brand in tune to the local nuances, drive Ford Motor Co.’s digital brand strategy for US Hispanics. David Rodriguez, multicultural marketing manager at the automaker, spoke with eMarketer’s Danielle Drolet about the demographic, its mobile-skewing behaviors and the state of Spanish-language search.
This year marked the 10th anniversary of Coca-Cola’s Summer Love Festival: three days of parties, games, spas and music for Israeli teens—all with unlimited access to Coca-Cola. Of course, not every teenager who’d like to go can attend, setting up those who are absent for a serious case of FOMO: the fear of missing out, and in this case, the uneasy feeling that your peers are having a better time than you are. So Coca-Cola created a solution for a few of those left out: Social Robots, which allowed teens to join the fun virtually.
With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3.
Emilio Romano – President of Telemundo Media as resigned his position in the company.
Exec Explains Guiding Principles Behind Pantelion, Televisa USA Content
As CEO of Pantelion Films and managing director of Televisa USA, Paul Presburger’s perspectives of creative projects aimed at the Hispanic community are informed by two visions.
But Nets Should Plan Ahead
Major sporting, music or entertainment events can drive viewership and sponsorship revenue to Hispanic networks, but executives at a panel discussion at Wednesday’s Multichannel News/B&C Hispanic TV Summit said networks should plan well in advance to capitalize on tentpole events.
Execs Say Hispanic Nets Need to Break Free of Tier Restraints
Executives at several top Hispanic networks said pigeon-holing channels by placing them in tiers, at Wednesday’s Multichannel News/B&C Hispanic TV Summit.
Perspectives vary on best routes to audience
As the Hispanic TV audience keeps exploding, marketers face challenges in terms of effectively targeting their messages.
SPORTSMANIAS got in the business of creating a special niche demographic site and app that has captivated avid sports fans, including specific content for the Hispanic market.
American demand for cause is stronger than ever, especially among multicultural consumers. According to the 2013 Cone Communications Social Impact Study , Hispanics represent one of the most actively-engaged population segments to-date and exhibit stronger inclinations to purchase cause-related products as well as participate in corporate social responsibility (CSR) efforts:
Advertisers need to encompass Hispanic marketplace within their total approach, rather than break it off
As the U.S. Hispanic population continues to grow and their cultures meld with Americans, marketing to that population goes beyond what language they speak.
But Programmers Should Tap Viewer Needs Before Creating Shows
Online and mobile access to programming is even more important for Hispanic television networks, a panel of top media executives said at the Multichannel News/B&C Hispanic TV Summit here Wednesday.
Splintering Video Consumption Presents Challenges that Yield Opportunities
During an advertising keynote conversation, Lia Silkworth and Marla Skiko were asked “What’s Next?” relative to traditional TV and digital media in the Hispanic advertising community.
Views differ on breaking news in the digital world
A lively debate on speed versus accuracy in journalism broke out at the News Roundtable: The Importance of News Content to Hispanic Viewers session. Keith Clinkscales, CEO of Revolt Media & TV, said the digital world gives reporters the chance to break news with great urgency — and also to quickly correct stories that didn’t quite get all the facts. “If you do it too often,” he warned, “you begin to erode your credibility with the audience.”
Says Success Requires Reach and Compelling Content, In Spanish and English
NBCUniversal’s Hispanic-programming chief said he likes the size and relevance of NBCU product offerings to the growing and increasingly diverse U.S. Hispanic audience, both in Spanish and English.
Tr3s’s 2012 study, Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty, revealed that for Hispanic Adult Millennials, life is an exercise in risk assessment. They’re cautious with good reason: just as they were entering adulthood, the 2008 economic crisis put a damper on their bright future plans. Jobs became harder to come by – especially dream jobs – and leaving Mom and Dad’s house to live independently turned out to be not that easy. While they still hope to move out of their parents’ houses and get married, those timelines have been pushed back. For now, many are looking inward – sticking close to people they are certain they trust, fulfilling life goals before starting families of their own, and keeping up traditions like speaking Spanish at home.
