Will 2023 Upfronts be the year the Hispanic market will finally be right sized In Non English?
February 15, 2023
By Ana Ceppi
The last 6 months have been, what we in the advertising industry call “bread crumbing” for Latino representation. Let me recap: Hispanic Heritage month brought us 4 amazing facts – which we all knew but others were educated on:
- US Hispanics are the 5th largest GDP in the world ( bigger than India where most marketers spend lots of focus)
- US Hispanics, for the third year in a row, led music streaming and culture impact (thanks Bad Bunny)
- US Hispanic consumer expenditures grew faster that non- Hispanic consumers.
Hispanics are now fact checked: Driving the growth of consumables, faster than any other group yielding cultural capital and influence.
During Superbowl LVII, we finally saw early indicators that Marketers are leaning into the Hispanic consumer for growth – beyond the walls of TelevisaUnivision and Telemundo, with or without Benito!
To start, the Superbowl took place in Arizona- where the Hispanic Population grew more than 25% year over year for the past 3 years and currently stands at a powerful 31% of the total pop.
Then we consider the branding elements for LVII – inspired by the artistry of the ticket designed by Lucinda Hinojosa, a Chicana, Native American Artist.
The advertisers firsts to include “Non-English”… McDonalds, who has invested deliberately, consistently with the Latino community and showed up cultural aplomb, its first Spanglish ad to air in English Language media —incredibly bold in such a large stage.
At the halftime show, Rhianna wore head to toe LOEWE – the Luxury Spanish (est. 1846) brand that the general population did not even know had stores all over the USA.
After the Halftime, we experienced the second NFL advertising featuring Latinos, but this time, the advertising was for Flag football and was IN SPANISH. A Latina, none other than Diana Flores, surrounded by superstars and normalizing her leadership in the sport, on the screen and in “Non- English”. Be still my heart.
But it is all about growth, for the music industry, for fast foods) 31%; for luxury brands and for the NFL, it is their most important fan growth imperative.
Can’t wait to see how NON- ENGLISH shows up at the Emmys, the Oscars, and the Upfronts…
About the author:
Ana Ceppi is a marketing executive who looks to accelerate business growth by creating demand in unseen and elusive marketing opportunities. She is the winner of 2023 Crains Notable Hispanic Leaders & executives; 2019’s Imagen Powerful and Influential Latinos in Entertainment and holds 5 Effie’s.
