Category Archives: Hispanic

Hispanics Flock to the Web for Communication and Entertainment

Technology becomes part of everyday life. Probably a handful of us was around when radio was first introduced. Can you imagine a world without a mobile phone in 2011? My son is 10 and already asking me to get him an iPhone. And it isn’t to communicate with me but for the apps! Read the article bellow from eMarketer to learn about Hispanics and the Web.  Is the Web your new source of communications and entertainment?

The US Hispanic population is young, growing and online

The US Hispanic population is booming. According to the US Census Bureau, the Hispanic population in the US grew by 43% between 2000 and 2010, to 50.5 million, or 16.3% of the total population. This group is young, growing, and ethnically diverse.

It’s also online in large numbers. eMarketer estimates that 63% of the US Hispanic population accesses the internet at least monthly this year, rising to 73% by 2015. This group skews young an somewhat male. Read more http://bit.ly/qo4gu6

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75% + bilingual & English connect. A Clo

75% + bilingual & English connect.
A Closer Look at the US Hispanic Online Audience. http://bit.ly/gHTtFL


Nielsen Projects More Hispanic TV Households

From Media Daily News

I saw this article form Media Daily News and made me realize that for the past 10 years, we have been speaking about the growth of the Hispanic market as a group. That physical growth is now translating into increased consumption of media, internet services and more. The trend will continue for years to come as indicated in the recent article from USA Today. (“Kindergartens see more Hispanic, Asian students.” http://bit.ly/bumlTR)

Bellow is the Media Post article on Nielsen analysis of  TV Households.

For the new TV season, Nielsen says there will be more new Hispanic TV homes — once again — than any other group.

Hispanic TV homes will rise 3%, or 400,000, to 13.4 million for the 2010-2011 broadcast season. Nielsen says this represents 40% of 1 million U.S. TV homes that will be added this season. The 3% hike is higher than the 2.3% gain in Hispanic homes for the 2009-2010 broadcast season.

African-American TV homes will rise around 75,000, or 0.54%, to 14.1 million homes. Asian-American TV homes will add 30,000 homes, or 0.62%, to 4.8 million homes.

Overall, there was a 0.87% gain to all U.S. Television homes, landing at 115.9 million.

Nielsen says that among Hispanic TV homes, Philadelphia had the largest increase — rising 8% from last year — followed by Kansas City, which was 7.7% higher. Of the top 50 Hispanic markets, 22 markets changed rank this year, compared to only six changes last year.

In the top 50 African-American markets, Kansas City had the largest percentage increase, up 4.7% from last year. In the top 50 Asian markets, Austin, Texas increased 3.7%.


Univision Kicks Up Profits, Prime-Time Ratings

Big advertising results from its World Cup coverage helped push Univision Communication to a second-quarter profit.
Net profit was at $35.3 million versus a $27.7 million loss in the second-quarter 2009. Overall revenue gained 23% to $639.8 million from the second quarter of 2009.

The big Spanish-language media company grabbed around $73.6 million in incremental revenue during the second quarter and $74.8 million over the first half for its wall-to-wall television soccer coverage in June.

“We have made significant strides both compared to last year and the previous quarter,” said Joe Uva, president/CEO of Univision. “In the second quarter, the 2010 FIFA World Cup was without a doubt a tremendous highlight for us. And it was our most successful World Cup to date… We reached all-time record numbers in viewership and visits to our interactive properties.”


Predominant Language and Birth Location Segments Hispanic Community Shopping

From Media Post- Research Brief

According to an analysis of the BIGresearch® Simultaneous Media Usage Survey, the message is loud and clear to marketers serving, the U.S. Hispanic community: “one-size-fits-all marketing won’t work.” The study finds that there are key similarities and differences every marketer should know about Hispanic groups in America including those households that speak English a majority of the time and those who don’t, as well as Hispanics who were born in the U.S. and those who were not. ??

For example, shopping and media preferences of English dominant Hispanics (speak English more than 50% of the time) and those born in the U.S. are mostly similar. Likewise the preferences of Spanish dominant Hispanics (speak English 50% or less of the time) and those not born in the U.S. are very similar. Read more


Radio Business Report/Television Business Report – Voice of the Broadcasting Industry

Radio Business Report/Television Business Report – Voice of the Broadcasting Industry.

New Spanish TV network Estrella TV saw a 16% decline on 3rd Q revenue. The network continues to increase on ratings and covers 67% of the US Hispanic television households.

It clearly targets a segment of the Hispanic market that is not served by the other 3 networks: Univision, Telemundo and Azteca America.

Read the entire article for more information.


Below The Topline: U.S. Hispanics and Acculturation | Nielsen Wire

Below The Topline: U.S. Hispanics and Acculturation | Nielsen Wire.

Acculturation, language, behavior, education, income and shear market size are discussed in this Nielsen piece. By 2050 Hispanics will account for one third of the total population in the U.S.

There are no single answers or strategies to reach this market. Because the Hispanic market is so diverse, a diverse set of strategies is required. Depending on the Hispanic segment you are trying to reach, you will have to adjust the dial of your marketing and media mix.


13th Los Angeles Latino International Film Festival

13TH LOS ANGELES LATINO INTERNATIONAL FILM FESTIVAL

(LALIFF)

Sunday, October 11 – Friday, October 16, 2009

Mann Chinese 6 Cinemas • Hollywood

Celebrating the Diversity & Richness of Latino Cinema in Hollywood

Hollywood rolls out the red carpet for the best Latino Cinema from around the world for the 13th Los Angeles Latino International Film Festival (LALIFF). The festival will run from Sunday, October 11 through Friday, October 16, 2009 at the Mann Chinese 6 Cinemas, in the heart of the entertainment capital.

LALIFF, co-founded by Oscar® nominated & Golden Globe and Emmy winner actor, director, and activist Edward James Olmos, celebrates the diversity and richness of the best of emerging and established Latino talent in cinema. The festival’s mission is to support and promote the development and exhibition of the work by Latino filmmakers including producers, directors, writers and actors, as well as movies that depict Latino culture.

Since its inception in 1997, LALIFF has grown to become an internationally renowned festival that attracts and unites film enthusiasts from a culturally diverse audience from the Los Angeles community, as well as industry executives and Hollywood celebrities. Through the years, LALIFF has hosted the premieres of hundreds of Latino films, many of which have followed their world premieres at the prestigious Montreal, Toronto, Venice and San Sebastian film festivals.

The Academy of Motion Picture, Arts and Science validates the festival’s films excellence by recognizing LALIFF as a qualifying festival for the Academy’s Short Film Category for the Oscar® race. LALIFF and the Academy’s Film Archive have also established the LALIFF Collection where Latino films are preserved and available for free viewing to the public.

LALIFF 2009 will presents feature films, documentaries, shorts and special screenings. In addition, filmmakers and the public will be able to participate in workshops presented by the Writers Guild and Directors Guilds of America as well as musical and arts events.

For the third consecutive year, the festival will kick off with the Opening Night and GABI Award Presentation & Gala at most famous theatre in the world, the Grauman’s Chinese Theatre located at 6925 Hollywood Blvd., Hollywood, CA 90028 to take place on Sunday, October 11. Festival screenings will take place Monday, October 12 through Thursday, October 15 at the Mann Chinese 6 Cinemas, 6801 Hollywood Blvd. Hollywood, CA 90028. The Closing Night and the Award Ceremony & Gala will take place on Friday, October 16 at Paramount Theatre at the Paramount Studio Lot, 5555 Melrose Avenue, Hollywood, CA 90038. For more information on LALIFF 2009 screenings and events, please visit: www.latinofilm.org.

About LALIFF:

The Los Angeles Latino International Film Festival (LALIFF) was founded in 1997 by producer, director, actor and activist Edward James Olmos; independent producer Marlene Dermer, and independent film and music producer George Hernández†. LALIFF is a non-profit 501c (3) organization with the mission to support the development and exhibition of diverse visions by Latino filmmakers and to promote awareness of the richness and diversity of Latin cultures, artistry and countries through film, the most powerful medium in the world. A competitive festival with prizes, LALIFF serves as a venue where Latino filmmakers come together with industry buyers and distributors. LALIFF also offers industry workshops, panels, labs, networking receptions, educational programs, and hosts some of the best Galas in tinseltown.


Nielsen Charts Increase In Hispanic TV Homes

The article bellow talks about Nielsen information and Hispanic TV homes. In traditional media, TV is holding up much better than other formats and this is true of Hispanic TV. Los Angeles is the largest market for Hispanic TV and if TV is working for you, leverage the TV format on the LA Metro buses and reach an additional 1.2 million people on a daily bases. From that total riders weekdays number, about 720,000 are Hispanic.

For disclosure, I am providing branded content and other made for TV programs to the Transit TV operators. If interested on more information, please leave a comment here.

Bellow is the MediaPost article on Hispanic TV homes.

The number of Hispanic TV homes continues to outpace the market overall.

The Nielsen Co. says Hispanic TV homes showed a 2.3% increase for the 2009-2010 TV season, to 12.95 million. Nielsen’s overall projections are that the entire U.S. TV home population will grow 0.3% to 114.9 million, up from 114.5 million in the previous year.

African-American TV homes will be 14.0 million, a 0.3% rise over the season before. Asian TV homes will be at 4.78 million, a 0.8% gain.

In terms of total viewers, there will be a similar rise among all TV homes. Hispanic TV viewers will climb 2.4% to 44.3 million; African-American viewers will be at 37.5 million, a 1.3% gain; and Asian TV viewers will stay the same versus a year ago, at 14.5 million.

The two biggest Hispanic markets continue to be Los Angeles and New York: Los Angeles now with 1.87 million Hispanic homes and New York with 1.25 million. LA grew about 14,000 homes and New York about 9,000 homes year-to-year. The next-biggest market — Miami-Fort Lauderdale — is around half of New York’s numbers, at 666,230 homes.

Overall, Nielsen projects that total TV viewers in the U.S. will increase slightly to 292 million for the 2009-2010 season.

Read the entire article: http://bit.ly/HispanicTV


Rethink The Market

This article from Gavin Johnston at Media Post brings the view of an anthropologist that recognizes the fluidity of the Hispanic market.  No doubts that as Hispanics reach critical mass, it influence politics, cuisine, entertainment and other elements of American culture.

For marketers, 45 million Hispanics can be the life saver for a brand that appeals to the segment or it can contribute to that 5% annual growth in revenue or market share. However, he also brings up a key point: the Hispanic market is unique and it is that uniqueness what requires a multi platform approach. Based on the profile of your key target, that mix will change. Read his article bellow:

Rethink The Market
by Gavin Johnston, Thursday, August 27, 2009, 9:48 AM

In the last few years, we have witnessed growth in Hispanic marketing. This is sometimes a well-developed plan and, at other times, it is something of a short-sighted one. In both cases, however, the definition of the Hispanic customer is often one dimensional.

Even as we’ve witnessed the growth in interest on the part of marketers, we have also seen the Hispanic market rapidly maturing in multiple dimensions. Examples include a proliferation of ad campaigns targeting Spanish speakers and the continued growth of media sources geared toward consumption by the Hispanic market.

Interestingly, it is at the moment this market seems to have arrived that it is changing in ways that will again challenge businesses. It is precisely at the point where the Hispanic market has become large enough to warrant such interest that it is changing and becoming something altogether new.

The Emerging Biculturalism

Marketers obviously need to be well informed to successfully merchandise a brand to Hispanic consumers, but before they can take that step they must define what it is they mean by “Hispanic.” Identity and language are dynamic, and so how we perceive ourselves changes with our community at a given moment, allowing us multiple identities within a day.

The same can be said for a brand as people internalize it. One extremely difficult but fundamentally important piece of information is coming to an understanding that “Hispanic” is a loaded term and changes meaning frequently. Because ethnic identity is fluid, it means people work within a set of roles that are created in social interaction with other people. As people change, so does the meaning of “Hispanic.”

A great deal has been written about levels of acculturation and the ongoing shift from Hispanic and/or ethnic dominant cultural patterns to bicultural cultural patterns. Material is continually being written about how this shift will reshape key issues in marketing, the role of language, and the continuation of aspirational advertising.

There are, as might be expected, individuals and companies conducting research to dispel the fact that language use and language preferences are changing. Of course, they have a vested interest in promoting a Spanish-language focus. On the other side, there are those who embrace the notion that English is playing an increasing role in the lives of Hispanics.

Degrees of Language Loyalty

The reality is that increasingly, the norm lies somewhere in between and that there are varying degrees of language loyalty on any given day. Considering this segment is growing at twice the rate of other Hispanic segments, it is a significant issue. They have more disposable income, higher levels of education, and a greater influence on popular culture at large.

What this means for companies reaching out to Hispanics is that the would-be consumer target is in the process of becoming something entirely new. Targeting these evolving consumers will no doubt lead to increased awareness and profits, but understanding them, reaching them and deciding how they fit into a broader business strategy is decidedly complex and requires a subtle approach.

As the market matures and becomes a fixture of the larger American experience, the question is less about whether or not the Hispanic market is viable and a point of growth. Instead, it is about uncovering how we respond in the long term.

Inevitably, as companies increase their presence in the Hispanic market, they invariably change its nature and help create something new. It is the companies who can think creatively and act quickly that will succeed in this newly developing conversation and approach to understanding.


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