2. Hispanic Influence in the U.S.
Now that Hispanic Heritage Month has concluded, we want to
acknowledge that the contributions of Hispanic and Latino
Americans to the United States go much deeper than what can
be celebrated in just one month. We hope you enjoy what you
are about to see.
2

3. Hispanic Influence in the U.S.
Source: Nielsen, Pew Hispanic Research, Forbes
3

4. Hispanic Influence in the U.S.
The impact Hispanics have had on this country is immeasurable.
Especially when it comes to the worlds of sports, music,
entertainment, fashion, food and technology. There are many
factors driving these influences, but what cannot be ignored is
that without these contributions our landscape would look and
feel very differently. Let us show you what we mean…
4

5. What is Influence?
in·flu·ence
According to the Merriam-Webster Dictionary, the word
influence is defined as the power to change or affect someone or
something: the power to cause changes without directly forcing
them to happen.
5

6. Hispanics’ Influence in Sports
6

7. Can you imagine Major League Baseball without the likes of Roberto
Clemente, Tony Pérez or Albert Pujols?
What would the NBA be without the current influx of Latin players like
Manu Ginóbili, J.J. Barea and Al Horford, just to name a few?
Or can you imagine boxing without a Roberto Durán, Tito Trinidad or
Juan Manuel Márquez?
And don’t get us started on soccer without Pelé, Diego Maradona or
Lionel Messi.
7

8. Think about all of the records, milestones and amazing
achievements that would have never taken place without their
contributions.
Sports as we know them, would be a different landscape and
arguably, not as exciting. If you love sports like we do, this is not
a world that we would want to live in.
8

9. So how influential have Hispanics really been, you ask?
In 1990, Latinos made up 13% of the players in MLB. In 2013,
Latino baseball players made up 28.2% of MLB opening day
rosters according to the MLB league office.
Source: The Institute for Diversity and Ethics in Sport, The 2013 Racial and Gender Report Card: MLB
9

10. If you were wondering how the Dominican Republic dominated
this year’s World Baseball Classic (WBC), well…
It is pretty simple, 89 MLB players are from the Dominican
Republic, the largest contribution of any country after the United
States. The WBC Dominican Team counted with 20 current MLB
players with combined 2013 salaries of $104,590,000 which would
rank 14th among all 30 MLB teams this season.
Sources: Forbes.com, “The Secrets Behind The Dominican Republic's Success In The World Baseball Classic And MLB” Jessop, 2013; Fox News Latino, Opening
Day: Over 28 Percent of Players Were Foreign Born In MLB Opening Day
10

11. There is no denying the impact Hispanic players have had in Major
League Baseball. One of the most memorable is Roberto Clemente, a 12
time All-Star who won 4 National League batting titles and reached the
3,000 career hits milestone.
His contributions were so significant on and off the field that the five
year waiting period to be inducted into the Hall of Fame was waived,
effectively making Roberto Clemente the first Hispanic baseball player
inducted in 1973. Today, he shares that honor with eight other amazing
players.
Source: Huffington Post, Hispanic Baseball Hall of Fame Players
11

12. Not only are Hispanic players having a major impact on the field,
they are also playing a major role off the field. During the second
half of the 2013 season, among the top 10 best selling MLB
jerseys 5 of them are of Hispanic players:
•
•
•
•
•
Mariano Rivera
Yasiel Puig
Manny Machado
Yadier Molina
Yoenis Céspedes
Source: NBC Sports, Hardball Talk, 9/26/13
12

13. In 2001, ESPN launched ESPN Deportes with just Spanishlanguage coverage of Major League Baseball. ESPN Deportes
went on to become a full fledged 24-hour Spanish-language
sports channel on January 7, 2004.
13

14. Now, with the unprecedented growth of the U.S. Hispanic
market, there are 5 fully dedicated Spanish-language sports
channels. One of the new entrants, Univision Deportes, launched
in 2012, has reached the 23 million subscriber milestone in just
one year.
In addition, sports like soccer are receiving more air time on the
traditional Spanish-language networks.
Sources: The Futon Critic, ESPN Deportes and ESPNEWS Now Available on WatchESPN, Univision 2013 Upfront
14

15. With new competition for content, there has been a significant
increase in media rights fees.
For example, Univision paid $325 million for the 2010 and 2014
World Cups. More recently, Telemundo felt the property was so
valuable to their business that they spent $600 million for the
2018 and 2022 World Cups.
Sources: Reuters, SB Nation
15

16. What’s crazy is...
This amount exceeded what Fox spent for the English-language
rights for the same World Cups by 41%.
Telemundo = $600 million
vs.
Fox = $425 million
Sources: Reuters, SB Nation
16

17. When it comes to Millennials’ interest in sports, action sports
such as skateboarding, BMX, and snowboarding rise to the top.
ESPN saw the potential of these sports when they launched the
X-Games in 1995. Since then, these sports have grown to the
point of achieving inclusion in the Olympic Games.
Source: ESPN Article, Latino Influence Shapes Action Sports
17

18. Latinos have been at the center of this evolution. Athletes such
as…
• Travis Pastrana who is considered a pioneer in action sports has won 10 XGames gold medals in various disciplines in motocross and rally.
• Bob Burnquist has appeared in every Summer X-Games and has amassed
25 skateboarding medals in Vert and Big Air most recently claiming 3 gold
medals in 2013.
• Paul Rodriguez III, better known as P-Rod, has emerged as one of the
premier skaters having won 8 X-Games medals in the Street category.
18

19. P-Rod’s accomplishments and influence were recognized by Nike
when they made him the first action sports athlete -- and the
first Mexican-American -- to sign a signature shoe deal. In 2013,
they released the 7th model in the series.
Source: ESPN Article, Latino Influence Shapes Action Sports
19

20. Now lets put on our boxing gloves…
Do you remember the so called “Fight of the Millennium”
between Oscar de la Hoya and Félix Trinidad in 1999?
The bout was highly anticipated and set the pay-per-view (PPV)
record at the time for a non-heavyweight fight with 1.4 million
buys.
Source: thesweetscience.com
20

21. Equally as exciting for boxing have been the four encounters
between Manny Pacquiao and Juan Manuel Márquez. Although
Pacquiao won the first three fights, Márquez finally claimed his
prize on December 8, 2012 by knocking down Pacquiao in the
sixth round.
This rivalry has become one of the best in boxing history.
21

22. Most recently, the Floyd Mayweather versus Canelo Álvarez fight
shattered the PPV record becoming the highest grossing PPV
fight of all time. It generated $150 million in revenue from 2.2
million PPV buys.
A key driver are Hispanics between the ages of 18-29 who
purchase on average 33% of all PPV fights in the U.S.
Sources: ESPN.com, Sports Business Daily Article, ESPN Ink Multiyear Boxing Deal Centered on PPV Fights
22

23. However, Boxing better be careful. MMA has risen to be one of
the most popular sports in the Hispanic market.
Almost 40% of Hispanic males, 18-34 years of age, consider
themselves avid UFC fans. Check out this side by side comparison:
Measure
Boxing
MMA
Total Fans
47 M
41 M
Avid Fans
12 M
11.9 M
18-34 Age Fans
43%
56%
Hispanics
27%
19%
3-Year Growth Trends
3%
11%
Source: Hispanic Market Info Article, A New Passion in the Hispanic Culture: MMA, Simmons 2012, 2012 ESPN Sports Poll
23

24. Not only are Hispanic athletes making a major impact in
professional sports, but they are also having a strong influence
in the Olympics. Would you believe…
Hispanic athletes contributed to 12 U.S. medals in the 2012
Summer Olympic Games. Among the most notable athletes are
swimmer Ryan Lochte, gymnast Danell Leyva, basketball player
Carmelo Anthony, soccer player Amy Rodríguez, and long
distance runner Leo Manzano.
Source: Huffington Post Article, Latino Olympians 2012
24

25. Talking about Olympics, try this one on for size…
The López siblings, Steven, Mark, Diana and Jean (coach) were all
USA National Team Members in Taekwondo. In April 2005, they
made sports history when they claimed world championship titles at
the 2005 World Taekwondo Championships with their oldest
brother, Jean, as their coach. Then, as if this wasn’t enough, they
made history again at the 2008 Beijing Olympics when they became
the first three siblings since 1904 to make the same Olympic team.
By the way, they all won medals.
Source: “Olympics-Lopez Trio Will Be Brother-Sister Act in London”, Keating, 2012.
25

26. It is evident that Hispanics have changed the face of sports in
this country and beyond, forever.
Let us surprise you even further with our Hispanic’s Influence in
Music, next.
26

27. Hispanics’ Influence in Music
27

28. More than a decade ago, the biggest Latin music artists in the U.S.
predominantly came from Latin America. Today, this trend has
reversed. The U.S. has become a distributor of Latin talent to the rest
of the world. Artists such as Jennifer Lopez and Pitbull have grown to
become worldwide household names.
Online music distribution, population shifts and cross cultural mixing,
have changed the sound not just of Latin music, but most importantly,
American music in general.
28

29. So let’s start with the Grammy’s…
As a virtual unknown, Christina Aguilera beat out Britney Spears
in the “Best New Artist” category in 2000.
At the same show, Carlos Santana won 8 Grammys for the hit
album Supernatural. Santana managed to tie Michael Jackson’s
record for the most Grammys won by a single performer in one
night.
Source: Latina Magazine
29

30. By the way the winners we just highlighted are competing in
the mainstream categories and not in the four Latin Music
specific categories below:
•
•
•
•
Best Latin Pop Album
Best Latin Rock, Urban or Alternative Album
Best Regional Mexican Album (Including Tejano)
Best Tropical Latin Album
Source: grammy.com
30

31. Other notable Grammy moments include…
Tito Puente as the only Latin artist to ever receive the Grammy
Lifetime Achievement Award. He was honored in 2003.
Juanes became only the fifth Latino musician to perform live in
the show's 55-year history. Shakira, Ricky Martin, Jennifer Lopez,
and Marc Anthony have previously graced the stage.
Source: Latina Magazine
31

32. Four categories seem OK, but there was still more amazing
music to be acknowledged…
This led to the formation of the Latin Academy of Recording Arts
& Sciences (LARAS) in 1997.
LARAS was formed to recognize outstanding achievement in the
music industry honoring works produced anywhere around the
world that were recorded in either Spanish or Portuguese and is
awarded solely in the United States.
Source: latingrammy.com
32

33. Now there’s an entire show…
On September 13, 2000 the Latin Grammy Awards were
broadcast for the first time on CBS from STAPLES Center in Los
Angeles. Some of the night’s biggest winners included Maná,
Luis Miguel, and Santana.
Source: latingrammy.com
33

34. From the red carpet to the world’s biggest stage…
Ricky Martin is set to sing again (unofficially) for the FIFA World
Cup in Brazil next summer through a contest created by SONY. The
pop superstar became a crossover sensation after he performed
the official theme song, Cup of Life, during the 1998 World Cup in
France.
Significantly enough, Shakira sang the theme Waka Waka (This
Time for Africa) for the 2010 World Cup in South Africa.
Source: Latina Magazine, Billboard
34

35. Speaking of the biggest stage, would you believe…
That in 2011, rock band Maná tied Britney Spears with eight soldout shows at Los Angeles' STAPLES Center.
Then in April 2012, they returned for another career milestone:
three more sold-out nights, giving them a total of 11. This mark for
most sold out shows at the venue was later tied by Taylor Swift.
Source: Billboard
35

36. Don’t forget about the Billboard Charts. Hispanics more often
than not, are at the top!
Enrique Iglesias once again conquered the Billboard Dance Chart with his new
smash single Turn Up the Night— his thirteenth #1. Already holding the
record for most #1's, he increased that number yet again this year.
On September 9, 2013, Ariana Grande's Yours Truly was on top of the
Billboard 200 by a sizable margin beating out Tamar Braxton and Nine Inch
Nails. Grande is the first female artist to debut at No. 1 with a debut album
since January 2010.
Source: Billboard
36

37. Hispanic musicians are also receiving the highest of honors…
Two out of the five recipients of the 2013 Kennedy Center
Honors, considered the nation's highest honor for those who
influence American culture through the arts, are Hispanic -Carlos Santana and Martina Arroyo.
Source: NY Times
37

38. And standing strong among the biggest and the brightest…
Jennifer Lopez is the only person in the history of the entertainment industry
who has managed to take her music album and movie to the top at the same
time. Her second studio album, JLo, and her movie The Wedding Planner
peaked on the charts and box office respectively in 2001.
On the 2012 FORBES Celebrity 100 list, a ranking of the most powerful people
in entertainment, Jennifer Lopez came in first place besting media mogul
Oprah Winfrey and pop singers Justin Bieber, Rihanna and Lady Gaga.
Source: People Magazine, Forbes
38

39. This success has led to many artists wanting to collaborate…
Pitbull has become a worldwide sensation for his hit singles working with
the top names in the music industry. His Billboard chart topping song, Give
Me Everything featuring Ne-Yo, Afrojack and Nayer, was named by many as
the anthem of the 2011 summer.
Many of today’s biggest music stars long to collaborate with him because of
his success on the music charts. He collaborated with approximately 22
different artists in 2011 and 2012 alone.
Source: examiner.com
39

40. Latin music is front and center even on primetime TV…
Juanes performed on one of the highest rated shows on
primetime television, ABC’s Dancing with the Stars. He
performed an all-Spanish set for their Latin Night on April 29,
2013.
40

41. Even President Obama is a fan...
Every year President Obama invites Latin music artists to perform
at the White House in celebration of Hispanic Heritage Month.
Some of the artists who have performed (this year’s event was
postponed following the Navy Yard Shooting) include: Aventura,
José Feliciano, Gloria Estefan, Ricky Martin, Prince Royce, Arturo
Sandoval, Marc Anthony, Raul Malo, Alejandro Sanz, and Marco
Antonio Solis.
41

42. Have you heard this song before?
José Feliciano's version of Feliz Navidad (in which he plays both
an acoustic guitar and a Puerto Rican cuatro) is one of the most
downloaded and aired Christmas songs in the United States and
Canada. It was also recognized by the American Society Of
Composers, Authors and Publishers (ASCAP) as one of the top 25
most played and recorded Christmas songs around the world.
Source: ASCAP
42

43. Do you know what these chart topping artists have in common?
Bruno Mars
Mariah Carey
Demi Lovato
Maxwell
Miguel
Taio Cruz
Irene Cara
Kid Cuti
Fergie
They are Latino!
43

44. Hispanic influence also extends to the symphony…
Gustavo Dudamel is in his fifth season as Music Director of the Los
Angeles Philharmonic. His remarkable success was rewarded with a
contract extension through 2018-19, the orchestra’s 100th season.
Source: laphil.com
44

45. Hispanics keep radio alive!
About 95% of Hispanic consumers tune in to radio in an average week.
Listenership among Hispanic consumers is bigger than other ethnic
groups. Radio remains a reliable entertainment and information source
for Hispanic listeners, regardless of their language preference, country
of origin, age, gender, income, or listening location.
Radio’s reach among 25-54 year old Hispanic listeners is even better,
reaching nearly 97% of women 35-44 weekly.
Source: Arbitron
45

46. And not only through the airwaves…
Approximately 32.7% of all Hispanics have logged on in the past
month to an internet radio website such as Pandora Radio,
iHeartRadio, Radio.com or Slacker.com. The figure represents
4.2 million Hispanic internet radio listeners in The Media
Audit’s top ten markets.
Source: Arbitron
46

47. So what are Hispanics listening to? As you will see it’s not just
in Spanish…
1.
2.
3.
4.
5.
6.
Mexican Regional*
Spanish Contemporary + Spanish Hot Adult*
Contemporary
Pop CHR
Rhythmic CHR
Adult Contemporary + Soft Adult
Contemporary
7. Spanish Adult Hits*
8. Hot Adult Contemporary
9. Country + New Country
10.Classic Hits
11.Spanish Tropical*
12.Classic Rock
13.Spanish News/Talk*
14.Spanish Variety*
15.Spanish Religious*
16.Tejano*
*Spanish-language
Source: Arbitron
47

48. Latin music has influenced many music styles. According to several
America’s Music essays…
The “Spanish tinge” made its way into the popular music of the 50s and beyond,
as artists from The Diamonds (Little Darling) to the Beatles (And I Love Her) used
a distinctive Latin beat in their hit songs.
Caribbean sounds also became part of the language of Rock & Roll when Carlos
Santana's soulful electric guitar brought them together with the blues, and
popularized Tito Puente's Oye Como Va for a national audience.
It is no coincidence that Rock & Roll and Latin music have the same cord
progression, bass lines, and rhythms; using 1-2-cha-cha-cha as the main one.
Source: America’s Music Series, Milner Library
48

49. Now that we have you snapping your fingers and tapping your
feet to your favorite Latin artists…
Please check out our Hispanic’s Influence in Entertainment next.
49

50. Hispanics’ Influence in Entertainment
50

51. Back in 1945 Latina singer and dancer Carmen Miranda was the highest paid
actress in the U.S., but still could not get past being typecast in cameo roles
as a comic dancer with fruit piled high on her head. For the first half of the
20th century Latinos faced many challenges in Hollywood with film studios
often casting Latino males as lazy or untrustworthy characters. Even roles
described specifically as Latino were often cast with white actors who used
make-up to darken their skin.
Nowadays, Hispanics have become a veritable force to be reckoned with, in
and out of Tinseltown. Wait till you see who the highest paid actress in TV is
today, 68 years later!
51

52. Hispanics are bona fide moviegoers!
According to Nielsen, Hispanics saw more movies in 2012 than
any other demographic group – 9.5 on average, up from 8.5 in
2011. That’s one movie roughly every six weeks. This is
significant when considering that Hispanics accounted for 25% of
all movies seen.
Source: NBC Latino, Nielsen Report
52

53. Hispanics don’t usually worry about spoiler alerts!
65% of Hispanic moviegoers, 18-34, prefer to see a movie
anytime within the first two weeks of release– more than nonHispanics (52%).
28% of Hispanics, 18-34, who go to the movies prefer to go
during opening weekend – double the rate of non-Hispanics
(14%).
Source: Navigation Partners Article, Hispanics and the Movies
53

54. And speaking of opening weekends, Hispanics are apparently
Fast and Furious!
As reported in Yahoo Movies, “The film Fast & Furious 6, roared
to $120 million during this year’s Memorial Day weekend making
it the driving force behind the biggest ever such weekend at the
domestic box office. Latinos made up 32% of its audience, as
they did for the previous entry in Universal's muscle car
franchise Fast Five, and this film is now on track to pass that one
as the highest-grossing in the series.”
Source: Yahoo Movies, Latinos Shift Fast and Furious 6 Into Overdrive at Holiday Box Office
54

55. Here is another box office record!
The recently released film Instructions Not Included grossed $10,400,000
from 347 theaters in its opening weekend in the U.S. The feature notched a
sizzling $29,823 per theater average — the best result in the Top 50 by a
factor of four.
The film "shattered box office records" and became the "highest grossing
Spanish-language film to open in North America," and by the second
weekend the number of theaters showing the film doubled. According to
Box Office Mojo, as of September 30th, the film has grossed $38,853,119 in
domestic theaters.
Source: Fox News Latino
55

56. And let’s not forget about this great classic.
West Side Story won ten Academy Awards in its eleven nominated
categories, including “Best Picture.” Needless to say, West Side
Story is still one of the best film adaptations of a musical ever
created, and one of the finest musical films ever made.
Source: IMDb and AMC Filmsite
56

57. Here is an accolade few can claim…
Actress Rita Moreno, who played “Anita” in West Side Story, is
the only Hispanic actress, and one of the few performers to have
won an Emmy, a Grammy, an Oscar and a Tony award.
Source: IMDb
57

58. Oscar is a good friend to Hispanic actors.
Throughout the history of the Academy Awards, Hispanics have
won 39 awards and have had nearly 140 nominations.
Source: IMDb, oscars.org
58

59. Do you know what Sin City, Gravity, Harry Potter and the Prisoner
of Azkaban, Children of Men, Pacific Rim, Blade II, Hellboy, and
Spy Kids all have in common?
They were all directed by Hispanic directors.
Robert Rodriguez, Guillermo del Toro and Alfonso Cuarón have
become some of the most sought after film directors of today.
59

60. Now, lets talk about the small screen. If you are a network
executive how do Hispanics fit into your marketing plans? Let us
help you out, Hispanics are tuning in, in solid numbers. Here are
the highest rated English-language programs among Hispanic
viewers.
•
•
•
•
The Voice
The Big Bang Theory
Modern Family
American Idol
•
•
•
•
The Following
Dancing with the Stars
Once Upon a Time
Scandal
Source: Hispanic Market Weekly
60

61. Some top Hispanic executives have key roles at the networks and are
well positioned to continue the charge for how Hispanics are portrayed
and marketed to.
•
•
•
•
•
•
ABC - Marla Provencio, CMO, ABC Entertainment Group
CBS - Nina Tassler, President, CBS Entertainment
CBS - Javier Avitia, SVP, Business Affairs
CBS - Edith Mendoza, VP, Comedy Series Development
FOX - Erik Moreno, SVP Corporate Development, Fox Broadcast Company
NBC – Cesar Conde – EVP, NBC Universal International
Source: The Wrap Article, Imagen Foundation Unveils Its Most Influential Latinos List
61

62. Univision had another record to celebrate in July...
According to a Univision press release, the broadcaster topped the prime
time ratings for the month of July among viewers ages 18 to 49. The
accomplishment marked the first time a Spanish-language broadcaster has
held the top rating for that demographic over a month.
“For the first time ever, the Network’s no-repeat lineup of primetime
novelas, variety and sports made Univision America’s New #1 Network
among both adults 18 – 34 and 18 – 49, including men and women. In any
language.”
Source: Huffington Post, PR Newswire
62

63. Just because Hispanics are tuning in to English-language TV it
doesn’t mean that Spanish-language TV has lost its power.
The grand finale of the telenovela Amores Verdaderos drove
Univision to the No. 1 broadcast network ranking among Adults
18-49 and No. 2 among Adults 18-34 on July 28, 2013. The finale
delivered an average audience of 5.2 million viewers, making
Univision the No. 2 broadcast network for the entire night
ahead of ABC, NBC and FOX.
Source: zap2it.com
63

64. As we mentioned earlier, 68 years ago the highest paid actress
in Hollywood was a Latina. Today, we have another Latina at
the helm.
Sofia Vergara topped Forbes’ list of highest paid actresses on TV
at $30 million per year.
Way to go Sofia…way to go!
Source: Forbes List
64

65. Since we live in an ever connected mobile world, we cannot ignore
Hispanic celebrities on social media. Check this out!
According to a 2012 Forbes article, Latino celebrities have over 600 million
followers on Facebook and Twitter alone. To put it into perspective, this fan
base is larger than the population of the United States, Spain, and Brazil
combined. These celebrities are also adding at least ten thousand new followers
each day. Here are some of the most followed:
•
•
•
•
Shakira: 52.5M Facebook fans and 17.6M Twitter followers
Jennifer Lopez: 12M Facebook fans and 7M Twitter followers
Selena Gomez: 12.3M Facebook fans and 33M Twitter followers
Juanes: 4.2M Facebook fans and 5.8M Twitter followers
Source: Forbes
65

66. Hispanics have clearly played a major role in the entertainment
industry and show no signs of slowing down.
Get ready to be “stylized.” Check out our Hispanic’s Influence in
Fashion, next.
66

67. Hispanics’ Influence in Fashion
67

68. A 2001 New York Times Style Article extolled that “Latino Style Is
Cool. Oh, All Right: It’s Hot.”
The article went on to state that Latinos “are admired as avatars
of urban chic.”
But are Latinos that style-forward and trend setting, or is it just a
generalization or stereotype?
Source: New York Times, 2001 Latino Style Is Cool
68

69. A Tr3s 2012 study titled “Hispanic Adult Millennials Living the
‘Next Normal’” took a close look at the fashion preferences of
bilingual, bicultural Hispanic women ages 18 to 29. They found
that:
• 61% want to make a unique, current style statement – compared with 49%
of non-Hispanics
• 47% like to experiment with new clothing styles (vs. 34%)
• 42% keep up with the latest fashions (vs. 30% )
• 36% like to make a unique fashion statement (vs. 24%)
Source: Tr3s Research, Hispanic Adult Millennials Living the Next Normal
69

70. Is that enough proof for you? If you said no, then:
According to a survey conducted by WSL Strategic Retail of 1,950
Hispanic customers, Hispanic women represent the most
passionate and proactive shopper segment searching for deals
across all retail channels.
Source: WSL Strategic Retail of 1,950 Hispanic Customers Research
70

71. Latinas not only desire the latest fashion, they act on that
impulse.
According to a Latina Insights survey of 300 Hispanic women,
acculturated Latinas spent $618 over a period of three months
on apparel and accessories.
Source: WSL Strategic Retail of 1,950 Hispanic Customers Research
71

72. If that sounds like a lot of money, it’s because it is. So what are
they buying with all of that cash? The top-five brands she
purchased in order were:
1. Victoria’s Secret
2. Forever 21
3. Old Navy
4. H&M
5. Ann Taylor Loft
Source: WSL Strategic Retail of 1,950 Hispanic Customers Research
72

73. Can you guess the next 12 on the list?
Come on give it a try and see how many you get right.
73

74. 1.
2.
3.
4.
5.
6.
Michael Kors
New York & Co.
Express
Gap
Levi’s
Coach
7.
8.
9.
10.
11.
12.
Banana Republic
BCBG Max Azria
Guess
Calvin Klein
Jones New York
Kenneth Cole
What would be on your list?
Source: WSL Strategic Retail of 1,950 Hispanic Customers Research
74

75. If you are a retailer, you are either smiling right now or beating
your head against the wall for not capitalizing on this great
opportunity.
Well let me add more fuel to the fire.
According to the NPD Group’s Consumer Tracking Service,
Hispanics represent about 15% of total apparel sales, spending
about $29.3 billion on apparel for the 12-month period which
ended September 30th. Hispanics spend (on average) more than
non-Hispanics on clothing and footwear.
Source: The NPD Group
75

76. Ahh shoes…sorry I drifted there for a second.
If you remember the show Sex and the City, a woman has a right to her
shoes and Hispanic women are exercising that right to the best of their
ability.
According to the NPD Group, Hispanic women now account for nearly
one in every $5 spent on women’s fashion footwear. That amounts to
an estimated $3.3 billion in the year June 2012 to May 2013,
representing 18% of total women’s fashion footwear.
Source: NPD Group, Hispanic Women Now Account for Nearly 20% of Footwear Sales Article
76

77. Diamonds are not just a girl’s best friend or a Rihanna hit song,
it is a Latina must have.
According to a 2011 study by the Jewelry Consumer Opinion
Council, 8 out of 10 Hispanic consumers will purchase fine
jewelry in the next 12 months. The survey found that the
appetite for watches, diamonds, and gemstones among
Hispanics had exploded growing to $8.7 billion in revenue, a sixfold increase over their 2005 study.
Source: 2011, Jewelry Consumer Opinion Council Survey
77

78. Hispanic women are not just buying for themselves, they are
taking care of the whole family.
According to Nielsen, 66% of Hispanic women make most
clothing purchasing decisions for their households.
Source: 2013, Nielsen Latinas Are A Driving Force Behind Hispanic Purchasing Power In The U.S.
78

79. Latinos make sure their children also have their own sense of
style.
According to Nielsen, Hispanics were accountable for 19.2% of
the total sales of infants’ and children’s clothing. And according
to Mintel, Latinos purchase a wider variety of footwear for their
children, such as winter boots, sandals/flip flops, and dress
shoes, than any other ethnic group.
Source: Nielsen, Mintel Shopping for Children’s Footwear Report 2012
79

80. So where are Hispanics going to purchase the latest fashions?
Well there is still a high preference for department stores with
visits increasing 17% from 2007-2011 (compared to 6% for nonHispanics).
Source: Univision, Retail Fast Facts
80

81. According to Mintel, the top 5 department stores Hispanics shop
at are:
1. J.C. Penney
2. Sears
3. Macy’s
4. Nordstrom
5. Luxury Department Stores
Source: Mintel Research
81

82. Latinos are tech savvy and know how to hunt for bargains
online.
According to a joint study from Geoscape and Scarborough, 28%
of online Latinos have purchased clothing or accessories from the
Internet.
Source: Geoscape and Scarborough Study
82

83. We not only buy it, we watch it, we read about it and talk
about it….
When you search the top Latina Bloggers, most of them have
some material about their own sense of Fashion.
Publishers are noticing too. In 2012, Hearst Magazines launched
Cosmopolitan for Latina to “answer the call of a new generation
of Latinas who celebrate both of their cultures, and are seeking
content that reflects their unique lifestyles.”
Source: 2012 Hearst Press Release, Hearst Magazines Introduce Cosmopolitan for Latinas
83

84. Latinos not only know how to wear the latest fashion but they
are creating it too.
Narciso Rodriguez was catapulted onto the global spotlight when
he designed the wedding dress of the late John F. Kennedy Jr.’s
wife, Carolyn Bessette.
His award winning designs are known for their clean lines and
minimalistic approach.
84

85. Narciso Rodriguez is also a favorite of First Lady Michelle Obama.
Other First Lady favorites include: Isabel Toledo and María
Cornejo.
Isabel Toledo, is well trained as a Parson’s New School of Design
and FIT alum. The whole world got to see her talent when the
First Lady wore one of Toledo’s dresses and coats to the 2009
inauguration.
85

86. But way before First Lady Michelle Obama, there was the first
trend setting and most unforgettable First Lady of Camelot.
Jacqueline Kennedy (later Onassis) was known to prefer French
fashion, but she made room for top Latino designers Oscar de La
Renta and Carolina Herrera.
86

87. Oscar de la Renta is one of the leading fashion designers in the
world dressing more than one First Lady in his career. Today,
forty-eight years after he launched his label, his business empire
has grown to more than $600 million a year.
His work has been recognized through numerous Coty Awards
(the US fashion industry equivalent to the Oscars) and this year
he received the highly-coveted Founders Award at the 2013
Fashion Designers of America Awards. The award was aptly
presented to him by former Secretary of State Hillary Clinton.
Source: biography.com, Vogue
87

88. Carolina Herrera is equally accomplished. Most recently receiving the
Fashion Group International Superstar Award and the Style Awards
Designer of the Year in 2012.
As of last year, there were 18 Carolina Herrera and CH Carolina Herrera
boutiques in the world. Her designs are carried in 280 stores across
104 countries.
No wonder she was tapped by Jacqueline Kennedy Onassis to design
her dress for her daughter Caroline's wedding in 1986.
Source: CNN, How Carolina Herrera turned being chic into big business, by Felicia Taylor
88

89. There is a group of up and coming and very talented Latino
designers ready to carry the torch from these great trailblazers.
Did you know that there has been a Latino designer competing
in every season of the show Project Runway?
Unfortunately, the top prize has alluded them, but two
contestants have come close to winning it all - Emilio Sosa in the
7th season and Mondo Guerra in the 8th season.
89

90. Did you catch Mercedes-Benz Fashion Week in NY a few weeks
back?
If not, you missed some great designs by Latino designers such
as Pamela Gonzales, Paola Hernandez, Gabriela Perezutti, Cenia
Paredes, and Cesar Galindo. According to the NY Daily News
these Latino designers “made a statement with fashion-forward
appeal.”
Source: 2013, NY Daily News
90

91. When you think back on the 1990’s, you will inevitably reminisce
about the music of Nirvana or Michael Jordan’s exploits in
Chicago or the classics such as Dawson’s Creek and Clueless.
But the 1990’s also gave us two amazing inventions the
Walkman and Super Models.
91

92. Latina Christy Turlington was among the first five women to be
coined super models. These five top stars are credited for
“positively changing the ideals of beauty due to their individual
and idiosyncratic looks.”
And we can thank British Vogue for that. A January 1990 cover
presented the five models - Naomi Campbell, Cindy Crawford,
Christy Turlington, Linda Evangelista, and Tatjana Patitz – for the
first time together and the rest is history.
Sources: Leisa, Barnett. "Those Jeans Look Super". Vogue.com.uk. Retrieved 16 July 2007. Brown, Laura (March 2009). "Classic Lindbergh – this
image is responsible for defining the era of the supermodel". Harper's Bazaar.
92

93. Latinos are continuing to stir things up on runaways and covers
of countless magazines.
Top Latina Models include: Helena Christensen, Christy
Turlington, Isabeli Fontana, Joan Smalls, Sessilee Lopez, Jaslene
Gonzalez, Arlenis Sosa, and Omahyra Mota.
And let’s not forget the men: Ruben Cortada, Gabriel Pérez,
Pablo Contreras, and Franco Noriega to name a few.
93

94. Being on the cover of the Sports Illustrated Swimsuit Issue is
considered a huge honor within the modeling world. The cover
model is announced on The Late Show with David Letterman to
much fanfare before the issue hits newsstands.
A few Latinas have held that honor more than once:
• Elsa Benítez in 2001 and then in 2006 for a mega cover with
seven other models.
• Yamila Díaz in 2002 and then also in 2006 for the mega cover.
94

95. In case you were thinking of a career switch, Forbes Magazine
has confirmed that it does pay to be a model.
Brazilian Gisele Bündchen, leads the pack of highest paid models for the
seventh year in a row with $42 million in earnings, seven times as much as
second-place Australian Miranda Kerr (and a bit more than her husband’s, Tom
Brady, $38.3 million).
Joan Smalls also made the list at #8 with reported earnings of $3.5 million.
Smalls became the first Latina ambassador for Estée Lauder in 2010 and has
since filled her client list with other stellar names such as: Victoria’s Secret,
H&M, Fendi and Givenchy.
Source: 2013, Forbes, The World’s Highest-Paid Models
95

96. The Brazilians really deserve their own presentation. So here is
some food for thought!
To be honest with you, I am not sure what is in their water, but they definitely
know how to produce Victoria’s Secret models such as Alessandra Ambrosio,
Adriana Lima, and Gisele Bündchen. The funny thing is there is not one single
Victoria’s Secret brick and mortar store in all of Brazil.
Brazilian men are not to be left behind, Miro Moreira, Arthur Sales and Diego
Cristo are some of the most on demand models around the world. Google
them and you will see why.
96

97. Now that we have super charged your sense of sight, how about
we charge your sense of smell and taste.
Please check out our Hispanic’s Influence in Food, next.
97

98. Hispanics’ Influence in Food
98

99. Food can be used as an identifier of ethnicities and cultures. But
for Hispanics, it’s more than that. Some U.S. Hispanics may not
be able to speak their ancestors’ native language or always
understand the politics of their parents’ homeland, but FOOD
always allows Hispanics to connect to their roots.
99

100. Therefore, Hispanics are good for business…
U.S. Hispanics are an increasingly important customer base for
the foodservice industry — they make some 6 billion restaurant
visits and spend $30 billion annually.
Source: The NPD Group/ CREST® Hispanic, http://www.restaurantindustrytrends.com/briefs_aug12b.html
100

101. And…
Spent over $53 billion on food away from home in 2010. Over
the five-year period from 2005—2010, Hispanic spending on
food away from home grew at an average annual rate of 6.3%
while total U.S. consumer spending in the category grew just
3.7%.
Source: IHS Global Insight, 2011 Hispanic Monitor
101

102. And…
Hispanic consumers are projected to account for 25% of the
increase in consumer spending on food away from home from
2010—2015.
Source: IHS Global Insight, 2011 Hispanic Monitor
102

103. That means Quick Service Restaurants win too…
The average Hispanic household spends 16% more annually at
QSRs than the typical non-Hispanic household ($2,248 per
Hispanic home vs. $1,933 per non-Hispanic home).
Source: IHS Global Insight, 2011 Hispanic Monitor
103

104. And Hispanics bring the whole family to eat.
44% of Hispanic QSR users visited with children versus 33% of
non-Hispanic users (133 index). Larger parties can translate to
larger checks for restaurants.
Source: Experian Simmons NCS/NHCS,Fall2010, Adults Full Year, Base: A18+ and visit any QSR
104

105. The Hispanic influence isn’t limited to going out to eat. The
shopping aisles are changing too.
No company other than Goya is a better example of this…
105

106. In 1936, Prudencio Unanue founded Goya and “started selling
olives and olive oil to Spanish immigrants, first in his storefront
and then distributing to bodegas throughout New York and New
Jersey.”
Source: Forbes article, How Goya Became One of America’s Fastest-Growing Food Companies
106

107. “After World War II brought waves of Puerto Rican immigrants to
New York, he added yuca, plantains and gandules to his product
line. When the 1950s brought the Cubans and the 1960s the
Dominicans, Unanue added black beans, guava paste and
coconut–and distribution across the East.”
Source: Forbes article, How Goya Became One of America’s Fastest-Growing Food Companies
107

108. Goya built their business with the U.S. Hispanic market in
mind…
According to Nielsen, they own a 25% market share among
authentic Hispanic food brands.
Source: Forbes article, How Goya Became One of America’s Fastest-Growing Food Companies
108

109. More recently, Goya has been targeting non-Hispanics.
In 2012, Goya gained an extra percentage point in households
where they ran general market ads of an “African-American
mother stirring Goya yellow rice and a blonde, blue-eyed mom
seasoning chicken with adobo.”
Source: Forbes article, How Goya Became One of America’s Fastest-Growing Food Companies
109

110. And the crossover is just beginning…
Goya will continue to grow their $1.3 billion in revenues through
their new partnership with Beech-Nut to introduce a new line of
“Authentic Hispanic” flavored baby food.
110

111. Need more proof?
Each year more salsa is sold in the U.S. than ketchup at 271
million jars to 256 million bottles.
Source: SymphonyIRI Group
111

112. Now that we’ve eaten, are you ready for a drink?
The U.S. remains the largest Tequila consumption market with
forecasts reaching 14.71 million cases by 2016.
Source: just-drinks Global Market Review of Tequila
112

113. What are you doing this Cinco de Mayo?
Research shows that you probably will be having some Tequila:
“Tequila accounted for 8% of total spirits sales in bars and
restaurants in 2011 and 2012, but that number more than
doubled on Cinco de Mayo to nearly 18%.”
Source: GuestMetrics LLC on-premise reports for the Distilled Spirits Council
113

114. Frozen or on the Rocks?
Similarly, Margarita accounted for 27% of total cocktail sales
during 2011 and 2012.
It accounted for 42% of cocktail sales on the Cinco de Mayo
holiday.
Source: GuestMetrics LLC on-premise reports for the Distilled Spirits Council
114

115. But it’s not just during the holiday…
The Margarita is the most ordered drink in the U.S. Although it
varies from year to year, but runners up are usually the Martini,
Rum and Coke (also known as a Cuba Libre), Vodka and Tonic,
and the Cosmopolitan.
Source: Cheers On-Premise Handbook
115

116. Do you know what was the top selling imported beer in the
U.S. in 2012?
If you guessed Corona Extra, you would be right. Corona Extra
sits atop the chart with $555 million in sales.
Source: Symphony IRI Group
116

117. The Hispanic influence is not just about consumption…
117

118. Did you know that there have been 5 Latino James Beard
Award winners?
•
•
•
•
•
Maricel E. Presilla
Matt Molina
José Andrés
Jose Garces
Michelle Bernstein
118

119. The influence is also seen by who’s nominated…
The 2013 James Beard Award saw the most Latino semifinalists
with 15.
Source: NBC Latino
119

120. At the top of their game…
Every season of Top Chef has had at least one Latino, with
Angelo Sosa coming in 2nd in Season 7.
120

121. Do you know these Iron Chefs?
•
•
•
•
Jose Garces – 2009 Winner
Aarón Sánchez – 2007 Contestant
Roberto Treviño – 2009 Contestant
Mario Pagán – 2010 Contestant
121

122. Where else can you see the influence of Hispanics in food?
Well according to The Daily Meal’s most influential people in
America’s food industry, the top spot goes to Bernando
Hernández.
Source: thedailymeal.com
122

123. Need to “Google” Bernando Hernández?
Don’t worry you should find him easily because according to
Google ventures: “Bernardo Hernández is a director of product
management at Google, serving as managing director at Zagat.”
Source: Google
123

124. Any other Hispanic on that list?
Yes, Jose Garces, at #18.
Source: The Daily Meal
124

125. Is this Iron Chef and James Beard winner, Jose Garces?
Yes, same one. So make sure you check out one of his 7
restaurants in Philadelphia or 3 in Atlantic City because it’s safe
to assume that it will be good.
125

126. As hopefully we have shown, the influence of Hispanics in
regards to food can be seen, smelled, and tasted across the U.S.
Please check out our Hispanics’ Influence in Technology next.
126

127. Hispanics’ Influence in Technology
127

128. Technology is seen as the key to upward mobility for any nation,
economy, corporation, or individual. Hispanics are Tech-Savvy
both online and on mobile, but does that consumption also
translate into innovation and entrepreneurship? How is it
driving business?
Let’s take a look…
128

129. What if every time you turned on your television, the channels
were in black and white? That might seem ludicrous today, but
that was the reality in 1950.
129

130. One of the first men to receive a U.S. patent for color television
technology on September 15, 1942 was Guillermo González
Camarena.
If that was not impressive enough, this Mexican innovator was
just 25 years of age at the time.
Source: Mexconnect: Did You Know? Mexican inventor won first color TV patent
130

131. Did You Know?
González Camarena invented the “Chromoscopic adapter for
television equipment,” an early color television transmission
system based on Trichromatic color. He applied for a U.S. patent
(2,296,019) stating, “My invention relates to the transmission
and reception of colored pictures or images by wire or
wireless...”
His system went on to become a standard for NASA spacecrafts.
Source: Mexconnect: Did You Know? Mexican inventor won first color TV patent
131

132. 71 years later, Hispanics continue to enjoy the fruits of
González Camarena’s labor.
Hispanics spend an average of 17.3 hours per week watching
Spanish-language TV, compared with 11.6 hours watching
English-language television, according to Market Segment
Research.
Source: Market Segment
132

133. TV consumption in the U.S. is changing, and Hispanics are
leading the charge…
34% of Hispanics own tablets and spend 68% more time
watching videos on the internet compared to non-Hispanic
whites.
Sources: Pew Internet & American Life Project, The Nielsen Company
133

134. What if every time you had to call someone, you had to find a
stationary phone?
Well, we can thank Martin Cooper, considered the father of the
cell phone, for his visionary invention of the first portable
cellular phone.
134

135. However Did You Know?
That before Martin Cooper was even born, a Brazilian born
priest named Roberto Landell de Moura became the first
person to receive a U.S. patent for a wireless telephone in
November 22, 1904. Unfortunately, Landell de Moura did not
receive the financial support he needed to move forward with
his inventions.
Source: Landell de Moura. By Hamilton Almeida. Tchê Comuniçãoes. Porto Alegre, Brazil, 1984
135

136. 111 years after the first Wireless Telephone patent,
60% of Hispanics own smartphones. And they are using those
mobile phones to the max sending an average of 941 text
messages a month and making 13 phone calls per day, 40%
more than the average U.S. mobile user.
Sources: Pew Research Hispanic Trends Project, The Nielsen Company
136

137. And it doesn’t stop there…
Hispanics are 20% more likely to watch videos on their mobile
phones compared to non-Hispanic whites and use their
smartphones to access social platforms, amplifying their social
engagement.
Source: The Nielsen Company
137

138. Hispanics continue to shape the world of technology, years
after the innovations of Guillermo González Camarena and
Roberto Landell de Moura…
138

139. Hispanic executives play key roles at some of today’s most tech
forward companies. These individuals are not only effecting change at
their organizations, but also actively promoting Hispanic participation
in Science, Technology, Engineering and Math. Check their bios out
when you get the chance:
•
•
•
•
•
Ralph de la Vega, President and CEO of AT&T Mobility
Javier Polit, CIO of The Coca Cola Company
Ramón F. Baez, SVP and Global CIO at Hewlett-Packard
Myrna Soto, SVP and CIISO at Comcast
Juan Carlos Gutierrez, Group Vice President at Oracle Corporation
139

140. However, the greatest influence on technology from Hispanics
comes from….YOU!
140

141. No more digital divide. According to a 2010 Google Study…
86% of Hispanics online have broadband.
Source: Google US Hispanics 2010
141

142. The internet is so much more than a social tool for Hispanics…
65% of tech users use the internet as their primary source of
information.
Source: Google US Hispanics 2010
142

143. Hispanics like to research and touch tech items before they
purchase…
• 21% of Hispanics visit and purchase in a store;
• Interestingly, 28% of Hispanics research online and purchase in
store compared to 19% who research and purchase online;
• Only 4% visit the store and then purchase online.
Source: Google US Hispanics 2010
143

144. When Hispanics are researching online…
55% use search engines for tech-related information.
Source: Google US Hispanics 2010
144

145. If you look around Hispanic homes you are likely to find:
1.
2.
3.
4.
5.
6.
7.
Televisions: 83%
Digital Cameras: 71%
DVD or Blu Ray Players: 65%
Desktop Computers: 62%
Laptop Computers: 62%
Mp3 Players: 60%
Gaming Systems: 52%
8. Digital Video Camera/
Camcorder: 39%
9. DVR: 29%
10. Netbook: 14%
11. Tablet: 8%
12. eReader: 7%
Source: Google US Hispanics 2010
145

146. Hispanics are expected to continue to drive growth in
technology purchases…
• Hispanics are 50% more likely to buy a video game system
within the next 12 months;
• 3.2 million Hispanics plan to buy a Tablet within the next 12
months;
• And smartphone ownership is forecasted to grow from 43% of
U.S. Hispanics in 2012 to 63% by 2016.
Source: Pulpo Media, Pew Hispanic, Nielsen, Scarborough
146

147. As we look ahead, Hispanics are going to need to play a more
important role in technology beyond purchasing if the U.S. is to
sustain its position in innovation.
Therefore, on your way home tonight buy some diet soda and
Mentos and show your kids how much fun science and math can
truly be. Our future depends on it.
147

148. What does this all mean?
We agree with Jean-Benoit Nadeau and Julie Barlow…
The United States’ Hispanic heritage runs much deeper than any stereotype.
It has shaped the daily lives of Americans of every race long before Hispanics
became a sought-after and acknowledged demographic.
The United States isn't becoming a Hispanic nation; it has always been one.
Whether Hispanics account for 15% or 16% of the population today is beside the
point. Hispanic culture has been part of "America" longer than the United States
has existed. It is engrained in every aspect of daily life such as sports, music,
entertainment, fashion, food, technology and even politics!
What the future holds is unknown, but one thing is certain; Hispanics are growing
in steady numbers and have become an integral part of the success of this nation.
Source: USA Today Column: Hispanic Heritage Runs deep in the USA
148

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149