Hispanics 211% More Likely to Download Digital Content
Though their use of broadband is slightly lower, online Hispanics in the US are 211% more likely to download digital content than the average US adult internet user, and they also are significantly heavier users of cell-phone features, according to a study by Scarborough Research. The study finds that 42% of Hispanic internet users have downloaded some form of digital content during the past 30 days, compared with 35% of the total internet population. Music is the top download category for both Hispanics and the total online population. Almost one-third (32%) of Hispanic internet users and almost one-quarter (24%) of all internet users have downloaded music during the past month. Download the report here.
Univision the # 3 Network
Univision held its Premio Lo Nuestro a la Musica Latina last week. The broadcast, which featured a message from President Obama, reached 13 million viewers, making Univision the #3 network for the night beating out CBS, NBC and the CW. Enrique Iglesias, Vicente Fernandez and Aventura are among this year’s winners. With Mexico in the headlines of late, President Obama will talk directly to a massive Hispanic aud when he makes an historic appearance on “Premio Lo Nuestro,” Univision’s longest-running and most popular music awards show on Thursday. Always ready to break old White House habits, Obama raised eyebrows during his second press conference Tuesday when he called on a Univision reporter to query him. If anything, these moves send a positive signal to a fast-growing electorate which helped land him in the White House. Read the whole story: Variety
Latino Kids are Majority of First Graders in 10 largest DMA’s
According to new data from the Tomas Rivera Policy Institute at USC, Latino kids are a majority or near majority of first graders in nine out of the ten largest cities in the country with 74% in Los Angeles, 89% in Houston, 45% in Chicago and 40% in New York. Read the report here.
Coke unveils marketing pitch for Hispanics
The Coca-Cola Co. has launched a multi-media marketing campaign aimed at the nation’s 45 million Hispanics. The tagline “Destapa Tus Sueños,” or “Unleash Your Dreams,” is the Hispanic adaptation of the Atlanta-based beverage giant’s “Open Happiness” global integrated marketing campaign that began in January.
The campaign began airing a new television commercial on March 20, and expanded its media presence with a strong showing during Univision’s highest rated program “Premio Lo Nuestro” music awards, on March 26. The new ad will run on Spanish language networks including Univision, Telemundo and TeleFutura.
Also, beginning in May, Coca-Cola will start national marketing, advertising and public relations campaign featuring the Mexican National Team in the United States. Read the whole story.