Category Archives: Latino

Language not an issue anymore!

As increases on budgets allocated to reach Hispanics in the U.S. continues to grow, new information and research show that online and mobile need to be in the media mix. The generations of U.S. born Latinos are English dominant or bilinguals and in many cases English is the only language they speak. As a result, networks are scrambling to reach them via new channels, new platforms, and in many cases on English.  The article from Variety (below) gives you an outline of the most recent activity in this field.

'Q'Viva'

Networks target fast-growing Hispanic aud

$88 million in new business for Spanish-Language TV in 2011-12
By ANNA MARIE DE LA FUENTE

The race is on to capture the U.S. Hispanic market, with mainstream networks and their Hispanic counterparts battling for primacy. The result is an increasing cross-pollination of programs and a proliferation of networks, with Fox, Lionsgate and NBCU among those joining Hispanic allies to find and produce content aimed at the largest and fastest-growing minority group in the U.S.

New Hispanic channels are emerging, some in Spanish, some in English, in a bid to appeal to a mix of generations and language preferences that can exist under one Latino roof: The latest census reveals that of the 50.5 million Hispanics in the U.S., 30% are Spanish-dominant while the rest are either English-speaking or bilingual. Read more http://bit.ly/H9wexd

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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.


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.


The Glass is Half Full

Great article that I would like to share with you on opportunities that you can capitalize with a strategy that recognizes the reality of the market.

Source: MediaPost Publications.

Market Focus: Band of Hermanos

by Liz Tascio, Monday, June 1, 2009, 12:00 AM

There is a hope for the ailing media economy

Amid the general downturn of everything, here’s some good news: Hispanics rocketed ticket sales of Fast and Furious so high on its opening weekend that Variety took note. Hispanics were 46 percent of the audience, Variety reported, for a domestic opening of $72.5 million, second only to The Dark Knight. The editor of the Spanish-language daily El Diario La Prensa was swept up in incredulous media interviews because the paper’s circulation actually grew during two of the past three years. And Univision says it’s seeing double-digit sales growth for marketers who advertise to Hispanics.

Read the whole article


The U.S. Hispanic State of Transition

A number of articles related to the U.S Hispanic market were published in the last few weeks. At times they sound contradicting and clearly highlight the transition taking place in this market due to the disruption caused by a new generation of young Hispanics, the shift of media preferences due to the raise of internet audiences and erosion of traditional media.

Illustrating the challenge is the  Wall Street Journal story on Home Depot shuttering its Spanish site while DeWalt is building one. I do not have complete details for either campaign but I imagine the agency/client teams behind both companies did their due diligence, conducted research, looked at secondary information, created a target profile or “persona,” reviewed best ways to communicate with their targets and presented the client with a marketing communications plan for the brand.

There is a wealth of information available for offline strategies that have been extremely successful. After all, Hispanic advertising is a 25 years old industry.  The common denominator among all successful campaigns is marketers with well defined targets and a precise marketing communications strategy.

In the Tecate beer study (above link), the target was Mexican Americans, Spanish dominant, who like boxing. Their effort translated into the number one position in the foreign beer category, and a 6% annual growth in a segment that is flat. In a second stage the marketer is looking at reaching another Hispanic segment: Assimilated Hispanics that are bilingual. I am sure the media mix and strategies will take in consideration this group preference.

Getting back to the online world, most Hispanic advertising agencies have not launched fully integrated online campaigns. They have mostly created Spanish web sites for clients and made digital buys at Spanish language portals. That was fine under a Web 1.0 premise. That period saw the growth of AOL, Yahoo, and display advertising.

In today’s market, a build it and they will come state of mind does not sync with the  online world. In 2009, search accounts for about half of all online advertising. There are about 20 million Hispanics online, the leading Spanish online destination made it to the 55 spot among the top 100 destinations, with 1.6 million unique visitors. Here I invite you to do the math: The U.S. market has about 48 million Hispanics, 20 million of them are online and 1.6 million are at Univision.com, the leading Spanish language site. That leaves about 18.4 million Hispanics visiting other sites, many of which are English sites.

The same report lists other online media properties with a strong following among Hispanics: Facebook (9), CBS Interactive (12), Viacom (14), New York Times Digital (16), NBC Universal (53, which includes Telemundo), Hearst Digital Media (64) and Gannett (66).  E- Commerce oriented websites have very high rankings, including: eBay (7), Apple (10), Amazon (11) and WalMart (25).

Please be aware that some sites may be popular among Spanish speakers but the bulk of their users and traffic comes from overseas. Using those sites will not deliver the U.S. Hispanic market.

Now back to the basic questions:

Do you know how to effectively reach Hispanics?

Do you have a profile or persona for your target?

Who is it?

Where can you find it?

What kind of media he/she consumes?

What is the context for a marketing communications strategy?

The closer you are to effectively addressing the above points (among others) the closer you will be to effectively reaching your Hispanic targets both online and offline.

As marketers, we sometimes have to connect the dots among isolated but interdependent elements to determine the best course of action. To close, I will share a few points about the Hispanic market that will give you an idea of current trends during this stage of transition:

1) Comment from a colleague close to Google: about 85% of searches by Hispanics were done in English.

2) Hispanic online demographic is expanding more than 50% faster than the overall US online population.

3) 78.2% of students enrolled at the Los Angeles School District are Hispanic (Los Angeles is the #1 Hispanic market).

4) 89% of Hispanic teens were online as of 2004. That number is probably close to 95% in 2009

If you have any questions, please leave a comment.


Hispanic Fan Base Fuels Film’s Success

Reed Johnson’s article identifies the importance of having relevant content for diverse markets. On a related topic, I had a conversation with a film executive that shared information on another film that did well among Hispanics: “The Haunting in Connecticut,” where the genre of the film makes it popular among Hispanics.

Reed Johnson–Los Angeles Times

HOLLYWOOD — In addition to the roar of car engines and the blast of automatic weapons fire, there’s another sound in “Fast & Furious” that’s been integral to the franchise’s success: Spanish-language dialogue and accents.

The latest installment of the action-thriller series has a distinctly Hispanic feel, including its south-of-the-border location settings (although some actually were shot in California), its soundtrack, several of its characters (including one played by Puerto Rican rapper Tego Calderon) and its plot line (hot-rodding hero Dominic Toretto battles Mexico-based drug runners).

Those elements are no coincidence, and they’re partly responsible for the disproportionately large Hispanic crowds that the current film — and the franchise in general — have drawn, according to Universal Pictures, the movie’s distributor.

Adam Fogelson, Universal’s president of marketing and distribution, said that a limited sampling in five U.S. markets last weekend showed that 46 percent of the “Fast & Furious” audience was Hispanic.

Although that percentage was not necessarily “representative of the national sample,” Fogelson said, “it was again recognition of a huge part of the core fan base of this movie.”

The movie has performed well so far in Latin American territories, bagging the biggest opening of 2009 in Mexico and Central America and accounting for 50 percent of the weekend box office in Mexico and Brazil, according to Universal.

Fogelson said that the Hispanic media marketing budget for “Fast & Furious” was the largest ever for a Universal film.

The promotional campaign included running advertisements during a Mexico-U.S. World Cup qualifying match last winter, tapping into Spanish-language Internet social networking sites and dispatching stars Vin Diesel and Michelle Rodriguez to do publicity in key Hispanic markets.

Fogelson said any future installments of the franchise would continue to take care of an audience segment that always has “taken care of the franchise.”


The Sign is at the Box Office

The news of downward trends among many industries paint a scary picture of the current economy but if you do your homework and search, you find areas of growth and opportunity.

Case in point is the entertainment industry that in a down economy continues to grow box office year after year. On March 29, 2009, the domestic B.O. was up a whopping 40% over the same frame last year, thanks to “Monsters” and Lionsgate‘s horror entry “The Haunting in Connecticut.” This was not an isolated incident and continued on April with the opening of “The Fast and Furious” that brought the box office 65 percent ahead of same week last year.

What makes the success of “The Haunting in Connecticut”, “Monsters” and “Fast” unique is the contribution of Hispanics to the box office office success. According to exit poll stats, Hispanics made up 46% of Furious and50% of Haunting’s audience. The core audience for both movies is young man and women (17-24).

I was not able to find exit polls for “Monsters” but the genre of the film (animation) has children and families as their key demo. I will venture to make an estimate and place the percentage of Hispanic audience for this move at 30%. After all, the majority of first graders at the top 10 DMA’s in the U.S. are Latino. You do the math.

Talk about purchasing power, economics and the implications for corporations targeting Hispanics: they generated about 63 million dollars at box office in 2 weekends. Most film studios recognize this market and its potential but few know how to reach it.

Recent news from comScore on the growth of online Hispanics further highlights the value and potential of the market but also presents the need of experts when communicating with them.

My questions for marketers that have not implemented a Hispanic strategy is:
Can any other segment in your business contribute about 63 million dollars in 2 weekends?
And if you already have a Hispanic strategy, is it effective, efficient or are you leaving money on the table?
Do you know how to reach them on line?

It all starts with how you see the current situation: is your glass half full or half empty. If you have done everything possible int he general market and your glass is half full, it is time you look for new opportunities and fill the other half.

By Ivan Cevallos, Founder and CEO of ethosGroup Inc.
April 17, 2009


Recession Reflections

Last night they were shooting a commercial at my next door neighbor’s house. The actual production for a 30 seconds spot took a few hours. The preparation probably took months. When I asked who the client was, I was told that it was Wal Mart. I was surprised by the fact that the low price leader was shooting the spot in a neighborhood that is considered upper middle class. The house itself is valued at over one million dollars and does not qualify as the house of a Wal Mart shopper. As a matter of fact my neighbor does not shop at Wal Mart. As I thought about what was happening next door, I remembered the true purpose of advertising: to create an emotional connection with the consumer that drives sales.

Regardless of what media we use to convey the message, we need to work with strategic and creative folks dreaming up ad formats or spots that create a memorable experience and drive consumer action. Google has its search algorithm that basically increases options for the buyer and s/he will eventually make a choice and purchase a product or service. Marketers and agencies need to develop strategies and campaigns that place their clients at the top of brand awareness as well as online searches. It is at this stage when that emotional connection plays a key role. Brand awareness and brand marketing are important, but only in their direct correlation to intent and purchase. At the end of the day the only metric in marketing that really matters is revenue and agencies that generate revenue for their clients will keep happy clients.

Media buyers and planners need to understand the new rules of play. Ratings still count and provide you critical mass. However, old media is transitioning to new media and new media is about two way communication and engagement. Planners and buyers, please understand the relationship between media and their audience, how media affects, if it does at all, the behaviors and patterns of audiences. Understand how exposure to advertising on different media can affect the business your clients are running.

Recent metrics indicate that the average user spends 32.7 hours each week on the Internet, and only 16.4 hours watching TV. (IDC). Consumption of newspapers and magazines have declined dramatically and in part that is due to the increased use of internet. TV still commands the lion share of media budgets but online has seen double digit growth in the last 5 years. In countries like England, online budgets already surpassed TV buys and the US is not far behind. A recent study by IBM reports that online video is cannibalizing TV viewership and that corroborates that statement.

The Web has also increased options for measuring and therefore accountability for agencies recommendations. Digital media can almost always be used to measure some element of response and this makes all marketing either direct or indirect marketing. Direct marketers embraced the medium early on because it is the best platform for getting consumers from awareness to transaction the world has ever seen, yet few advertisers leverage the Web as a transaction platform. Marketers are still learning how to integrate branding and transactional ads. Most are just moving TV ads to the new medium and failing to take full advantage of the engagement capabilities of the Web. Just look at the fact that 90% of online ad dollars are invested in two media that fail to drive memorable engagement: banners and text ads. Keep in mind that ROI is what every client measures at the end of the year.


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