Targeting the Hispanic Demo: How Understanding Hispanic Human Truths Can Impact Marketing Strategies
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This document provides an overview of the growing Hispanic market in the United States and strategies for targeting Hispanic audiences. Some key points: - The U.S. Hispanic population is over 52 million with a buying power of $1.7 trillion. - Hispanics make up 47% of multicultural births in the U.S. and are increasingly shaping mainstream American culture. - Successful strategies recognize the duality of Hispanic audiences and blend Spanish language with English language content, American culture with roots in Latin American countries. - Programming should reflect Hispanic values like family and education as well as interests in music, sports and pop culture trends.
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Targeting the Hispanic Demo: How Understanding Hispanic Human Truths Can Impact Marketing Strategies
- 1. @JSHernandezNY C Jacqueline Hernández CMO, Hispanic Enterprises & Content NBCUniversal Case Study “Targeting the Hispanic Demo”
- 3. The Hispanic Market 101 How It Is Impacting The New America… Hispanic Human Truths Putting It To Work AGENDA 1 2 3 4
- 4. TOO BIG TO IGNORE Source: Census U.S. Hispanic Population52M Buying Power$1.7T Hispanics that speak Spanish at home75% States with 1M+ population ofHispanics8 Hispanic population in the world (only second to Mexico)#2
- 5. 5 of births are multiculturals 52% of births are multiculturals of multicultural births are Hispanics 47% of multicultural births are Hispanic
- 6. NEW AMERICAN Source: Nielsen NPM P2+, Spanish TV and ELTV (Broadcast and Cable TV ), 07/01/2013-09/09/2013; UE Analysis, Hispanic Male P2+ ; Experian Simmons; Winter 2013 Adult Survey, ComScore PlanMetrix, July 2013 65% 64% 37% of Hispanics are Mexican Are U.S. born… Nearly 4 out of 10 Hispanic are between the ages of 21-34 vs. 22% of non-Hispanic … SLTV median age is 36 vs ELTV median age which is 48 MM Hispanics online… 83% Hispanics have smart phones; using them regularly to watch video.
- 7. of births are multicultural52% of multicultural births are Hispanics47%
- 8. THE POWER OF A CULTURE AT AN INTERSECTION
- 10. POP CULTURE AND TRENDS VICTOR CRUZ PITBULL ZUMBA
- 11. TOTAL MARKET
- 12. NEW AMERICAN DIET AS APPLE PIE AS FRIJOLES
- 13. NATIONAL INFLUENCE What Do These Two “Heroes” Share In Common?
- 14. More New Releases Attended Per Year Hispanics vs. Non-Hispanics56%
- 15. THE AMBICULTURAL EFFECT Over 3M Hispanic Viewers Across Both Primetime Hits, And Yet… Less Than 10% Duplication! PAULINA RUBIO ON LA VOZ KIDS SHAKIRA ON THE VOICE
- 16. FIVE HISPANIC HUMAN TRUTHS DUALITY GENDER BENDER LANGUAGE MEETS CULTURE BBL… BUZZ, BINGE, LIVE NEED FOR SPEED 1 2 3 4 5
- 18. IDENTITY Latino Soy... Aquí Estoy
- 20. She Believes She Can Do It All... He is a Little “Menos Macho”! MIA’s Priorities #1 Higher Education 80% #2 Career 72% #3 Having Children 66% #4 Marriage 50% Modern Chico’s Priorities #1 Family 76% #2 Friendship 63% #3 Career 52% #4 Marriage 7%
- 22. MEETS CULTURE
- 23. SPANISH SPEAKING COUNTRIES Spanish language and Hispanic culture span 20 something countries across the same American time zones
- 24. EL MAESTRO Have You Ever Wondered What Mun-two Means?
- 27. THEIR “NEED FOR SPEED” PROGRAMMING
- 28. TUNING IN AT 10PM 2011 20132012 2014
- 30. Jacqueline Hernández CMO, NBCUniversal Hispanic Enterprise & Content GRACIAS