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The Hispanic Marketplace

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Title: The Hispanic Marketplace


1
The Hispanic Marketplace
2
Demographic Geographic Trends
3
U.S. Hispanic population has grown 35.6 from
the 2000 Census to the July 1st, 2009 Census
Update.
Now totaling 48.4 million, or 15.8 of the total
population, Hispanics are the largest minority
group in the nation.
Source U.S. Census Bureau Annual Population
Estimates, June 2010
4
U.S. Hispanic Population Will Continue to Boom
Year Hispanic
Total U.S Hispanic
Total
2000 35,622,000 282,125,000 13 2010 47,756,000 308
,936,000 15 2020 59,756,000 335,805,000
18 2030 73,055,000 363,584,000 20 2040 87,585,000
391,946,000 22 2050 102,560,000 419,854,000 24
Source Advertising Age Hispanic Fact Pack 2009,
U.S. Census Bureau, June 2010
5
U.S Hispanic Population Distribution by Place of
Origin
Dominican 2.8
Other Hispanic 17.7
Cuba 3.4
Salvadoran 3.1
Mexico 64
Puerto Rico 9
Source Census Bureau, June 2010
6
Hispanic Population is Younger than the U.S.
Population Nearly 50 Under 24 Years Old
Hispanic Total U.S. Index of Population Popul
ation Population Hispanic To Ttl U.S.
Under 5 years 5.83 3.49 167 5 to 13
years 8.55 6.10 140 14 to 17 years 3.42 2.80 122 1
8 to 24 years 7.8 6.9 113 25 to 44
years 5.85 5.15 114 45 to 64 years 8.68 14.40 61 6
5 years and over 2.93 7.55 39 Median
age 27.4 38.3 71
Source U.S. Census Bureau Annual Population
Estimates, June 2010
7
Hispanics Account for Over 25 of the Population
in Four States
Hispanic Ttl U.S. Hispanic as Ttl
State State Population Hispanic
Population Population
California 13,681,375 28.3 37.02 Texas 9,148,056 1
8.9 24.75 Florida 3,992,297 8.3 10.80 New
York 3,274,385 6.8 8.86 Illinois 1,968,599 4.1 5.3
3 Arizona 2,031,650 4.2 5.50 New
Jersey 1,452,824 3.0 3.93 Colorado 1,018,204 2.1 2
.75 New Mexico 915,738 1.9 2.48 Georgia 819,887 1.
7 2.22
Source U.S. Census Bureau Annual Population
Estimates, June 2010
8
Purchasing Power
9
Hispanics are an Influential Force in the U.S.
Consumer Economy
  • According to estimates from the University of
    Georgias
  • Selig Center for Economic Growth
  • Hispanic buying power will grow from 212 billion
    in 1990, to 978 billion in 2009, to over 1.3
    trillion in 2013.
  • The 2009 value will exceed the 2000 value by 100
    - a percentage gain far greater than the 45
    increase in non-Hispanic buying power.
  • This substantial growth is supported by two major
    factors favorable demographic growth and the
    increasing amount of Hispanic business owners.
  • The rate of growth of Hispanic-owned businesses
    (31) between 1997 and 2002 was triple that of
    the national average growth (10) for all
    businesses.

Source University of Georgia Selig Center for
Economic Growth, Third Quarter 2009
10
Top 10 States Account for 80 of Hispanic Buying
Power
State Totals in Billions
1 California 253.0 2 Texas 175.0 3 Florida
101.0 4 New York 76.0 5 Illinois 43.0 6
New Jersey 37.0 7 Arizona 31.0 8 Colorado
21.0 9 New Mexico 18.0 10 Georgia 15.0
Source University of Georgia Selig Center for
Economic Growth, Third Quarter 2009
11
Media Usage
12
Top 10 Hispanic Designated Market Areas
Hispanic TV HH Total TV HH Hispanic of Total TV HH
Los Angeles 1,854,810 5,647,440 32.8
New York 1,242,160 7,391,940 16.8
Miami-Ft. Lauderdale 658,490 1,536,020 42.9
Houston 549,890 2,050,550 26.8
Dallas-Fort Worth 488,150 2,435,600 20.0
Chicago 485,270 3,469,110 14.0
San Antonio 382,990 792,440 48.3
Phoenix 381,180 1,802,550 21.1
San Francisco-Oak-San Jose 377,730 2,419,440 15.6
Harlingen-Weslaco-Brnsvl 291,220 338,550 86.0

Percent of Hispanic households where only or
mostly Spanish is spoken by all persons 2
Source Advertising Age Hispanic Fact Pack 2009
Nielsen Media Research Jan. 2009
13
Top Primetime Network TV Programs Among Hispanic
Viewers Spanish-Language
Among Hispanics, the Top 34 Shows are on Spanish
Language Television. The First English Language
Show doesnt appear until rank 35 only 10 of
the top 100 programs are EL
May 2009 Hispanic Avg. Hisp. Avg.
Hisp. Rank Program Day Network HH RTG HH
(000) VWRS (000)
1 Mañana Para Siempre Tue Univision 22.9 2,904
5,132 35 American Idol Wed Fox 6.8 864 1,336
47 American Idol Tue Fox 6.0 765 1,179 58 Grey
s Anatomy Thu 9pm ABC 5.6 707 1,059 62 NBA
Playoffs on ABC Sat 3 (Special)
05/23 ABC 5.1 649 1,057 63 Dancing with the
Stars ABC 5.0 626 900 70 Dancing with the Stars
Results ABC 4.3 547 861 77 So You Think You Can
Dance Wed Fox 4.0 510 801 79 House Fox 4.0 501
768 80 Heroes NBC 3.9 498 699 85 So You Think
You Can Dance Thu Fox 3.8 484 756
Ranked among all Hispanic viewers
The top 34 shows are on SLTV
Source Advertising Age Hispanic Fact Pack 2008
Nielsen Media Research 4/27 5/31/09
14
Top U.S. Spanish-Language Radio Formats
Format Listeners
Mexican regional 12,163,000
Spanish contemporary 8,174,700
Spanish adult hits 6,200,500
Spanish tropical 3,723,600
Latino urban 2,905,700
Spanish news, talk 1,654,300
Spanish variety 1,150,600
Top Radio Formats Among Hispanics (A 18)
Source Advertising Age Hispanic Fact Pack 2009
15
Hispanics use Electronic Media for a Variety of
Reasons
Average hours Hispanics spend weekly. Source
Advertising Age Hispanic Fact Pack 2009 Spring
2008 MRI Survey of the American Consumer
16
Hispanics are Highly Engaged with Mobile
Multimedia Applications
Hispanics 18-34 comprise 51.5 of the total
Hispanic mobile population
Hispanic Mobile All US Mobile
Activity Subscribers Subscribers
Watched video 6.7 3.1 Listened to sideloaded
music 6.8 3.2 Accessed news/information via
browser 18.8 9.6 Played a downloaded
game 14.4 9.0 Accessed application 32.9 18.
8 Sent photo or video 26.8 15.3
Source Cellular-news 5/14/07 MMetrics Survey
17
Spanish Language Ad Spending
18
Hispanic Media Ad Spending
(Millions)
Medium 2008 2007 CHG
Network/national TV 1,807.3 1,789.4 1.0 Local
TV 707.4 707.0 0.1 National radio 221.8 221.3
0.2 Local radio 529.2 524.1 1.0 National
newspaper 124.0 123.8 0.2 Local
Newspapers 186.2 185.7 0.3 Internet 225.5 179.
9 25.4 Magazines 115.4 110.6
4.3 Out-of-home 86.9 86.2 0.8 TOTAL 4,003.7 3,9
27.9 1.9
Excluding Classified Source Advertising Age
Hispanic Fact Pack 2009, HispanTelligence
19
Top Ad Spending Categories in Hispanic Media

2008 U.S. Gross Measured Ad Spending
(000) Category
2008 2007
Chg
Telecommunications Internet 659,817 563,515 1
7.1 Retail 612,428 589,716 3.9 Automotive
571,431 714,868 -20.1 Restaurants
304,138 281,188 8.2 Food, beverages candy
297,874 302,638 -1.6 General Services
280,942 248,809 12.9 Personal Care
263,981 229,714 14.9 Movies, recorded video
music 252,993 274,131 -7.7 Insurance 205,135 15
4,274 33.0 Medicines remedies
169,266 203,564 -16.8
Source Advertising Age Hispanic Fact Pack 2009,
7/28/09 TNS Media Intelligence
20
Top 10 Advertisers in Hispanic Media (Measured
U.S. Media Spending)
2008 Marketer
Ad Spending (000) Chg
Procter Gamble Co. 183,720 15.4
Lexicon Marketing 138,588 -36.5
ATT 109, 411 -8
Verizon Communications 101,995 27.8
McDonald's Corp. 94,300 4.7
Johnson Johnson 93,930 21.3
General Motors Corp. 92,978 -6.7
Broadcasting Media Ptrnrs (Univision) 90,869 -18.8
Toyota Motor Corp. 88,851 8.3
DirecTV Group 78,342 NA
Source Advertising Age Hispanic Fact Pack 2009
7/28/09 TNS Media Intelligence
21
Top 10 Spanish-Language Spot TV Advertisers
2008 Marketer
Ad Spending (000) Chg
DirecTV Group 74,683 NA
ATT 61,463 22.6
Verizon Communications 27,891 51.6
Nissan Motor Co. 25,217 -2.7
Ford Motor Co. 24,391 -9.4
Toyota Motor Corp. 21,137 35.1
Broadcasting Media Prtnrs (Univision) 17,908 -29.1
Chrysler Group 17,642 -26
Yum Brands 15,004 -18.8
McDonalds Corp. 14,549 -0.3
Source Advertising Age Hispanic Fact Pack 2009
7/28/09 TNS Media Intelligence
22
Top 10 Spanish-Language Network TV Advertisers
2008 Marketer
Ad Spending (000) Chg
Procter Gamble Co. 165,269 18.2
Lexicon Marketing Corp. 138,198 -35.5
Johnson Johnson 82,600 22.5
General Motors Co. 76,507 12.3
McDonalds Corp. 74,474 7.2
Verizon Communications 64,448 20.7
Toyota Motor Corp. 63,145 7.9
Wal-Mart Stores 61,579 10.2
Broadcasting Media Prtnrs (Univision) 60,710 -3.4
State Farm Mutual Auto. Ins. Co. 57,472 98.6
Source Advertising Age Hispanic Fact Pack 2009
7/28/09 TNS Media Intelligence
23
Top 10 Hispanic Newspaper Advertisers
2008 Marketer
Ad Spending (000) Chg
Verizon Communications 6,085 95.5
Interbond Corp. of America 5,651 6.8
Gobierno del Estado/Chihuahua 3,584 11.1
JPMorgan Chase Co. 3,427 82.4
Bank of America Corp. 3,350 31.2
Skyland Communications 3,252 NA
Macy's 2,689 -16.3
Sears Holdings Corp. 2,627 -13.7
Broadcasting Media Partners 2,483 13.1
Target Corp. 2,475 8.5
Source Advertising Age Hispanic Fact Pack 2009
7/28/09 TNS Media Intelligence
24
Top 10 Hispanic Internet Advertisers
2008 Marketer
Ad Spending (000) Chg
Broadcasting Media Partners 9,463 -55.3
Sprint Nextel Corp. 2,613 -43.6
CareerBuilder 2,308 6.4
IAC/InterActiveCorp 2,280 -10.1
Experian Group 2,152 NA
Verizon Communications 1,931 -34.9
Grupo Televisa 1,801 NA
Los Angeles Auto Show 1,769 -59.1
Hispanic Credit Solutions 1,367 -3.3
L'Oreal 1,297 60.3
Excludes paid search and broadband video
Source Advertising Age Hispanic Fact Pack 2009
7/28/09 TNS Media Intelligence
25
Top 10 Hispanic Spot Radio Advertisers
Marketer
Broadcasting Media Ptnrs. 23,646 24.5
Verizon Communications 10,215 1.3
ATT 9,198 10.9
McDonalds Corp. 9,145 2.0
U.S. Government 7,794 94.1
Home Depot 7,785 49.9
Anheuser-Busch InBev 6,583 -8.1
J.C. Penney Co. 6,481 3.6
Toyota Motor Corp. 6,374 -17.4
State Farm Mutual Auto Ins. State Farm Mutual Auto Ins. 6,245 NA
2008 Ad Spending (000)
Chg
Source Advertising Age Hispanic Fact Pack 2009,
Measured radio ad spending from Nielsen Co.
Percent change is computed from 2007 data
26
Top Hispanic Markets by Media Spending for
Spanish-Language Outlets

2008 Estimated Expenditures in
Millions DMA
TV Radio Print Total
Los Angeles 357.69 191.42 102.43 651.54 Miami/
Ft. Lauderdale 132.58 103.31 66.89 302.78 New
York 114.22 93.17 55.29 262.68 Houston 64.08 63.98
9.76 137.82 Chicago 52.24 48.21 27.75 128.20 San
Francisco/Oakland/San Jose 47.57 32.13 6.40 86.10
Dallas 39.34 31.88 9.07 80.29 San Antonio
24.06 35.81 4.74 64.61 Phoenix
30.29 15.48 18.04 63.81 San Diego 29.55 20.09 5.8
9 55.53 TOTAL 891.62 635.48 306.26 1,833.36
Source Advertising Age Hispanic Fact Pack 2009,
HispanTelligence
27
Top 10 U.S. Hispanic Advertising Agencies
U.S. Revenue in thousands Agency 2008 Change
Dieste, Harmel Partners (Omnicom) 44,900 11.1 V
idal Partnership 35,000 12.9 Bravo Group (WPP)
31,500 5.0 GlobalHue 28,178 37.2 Lopez Negrete
Communications 24,150 1.6 Zubi Advertising
Services 21,500 9.7 Bromley Communications
(Publicis) 21,100 -6.6 Conill (Publicis)
19,900 -3.9 LatinWorks (Omnicom) 17,440 1.5 Alma
DDB 14,800 13.0 TOTAL 258,468
Advertising Age estimates, by US revenue in
2008 Source Advertising Age Hispanic Fact Pack
2009, 7/09
28
Language Preference and Marketing to Hispanics
29
Language Preference (Language Spoken at Home -
Hispanic Adults 18)
Speaking both Spanish and English
Source Isabel Valdes/Consultant, July 30, 2008
Based on 2008 Nielsen UEs
30
Language Plays a Key Role in the Hispanic Culture
  • Hispanic culture has made a huge impact on
    mainstream America
  • The increasing political, cultural and economic
    influence of Hispanics has changed the way
    America looks, thinks, eats, dances, votes and
    conducts business.
  • Retro-acculturation
  • As being part of an ethnic group is in a
    burgeoning cultural pride has taken hold and
    teens begin the process of retro-acculturation
    where they are interested in learning more about
    their culture, language and traditions.

Sources Isabel Valdes/Consultant July 30, 2008
Cheskin Research 2007
31
Marketing to Hispanics
  • US Born
  • First- and second-generation Hispanic youths tend
    to thoroughly identify with and embrace their
    cultural heritage even as they begin blending
    into American society.
  • Feel comfortable using ready to serve.
  • Retail and marketing savvy.
  • Foreign Born
  • Advertising/information hungry.
  • No brand heritage many brands are unknown.

Source Isabel Valdes/Consultant July 30, 2008
32
Marketing to Hispanics
  • Connecting culturally and emotionally is key to
    successful Hispanic communication.
  • An effective approach is in-culture marketing,
    capitalizing on core common values
  • Extremely family-oriented. Hispanic families are
    very likely to be three-generational, with
    grandparents an integral part of the unit.
  • Marketing strategies with family values themes
    have strong appeal to them.
  • Group oriented. Focus more on core group(s)
    rather than on the individual.
  • Enjoy group outings such as street fairs,
    festivals and sports events.

Source Isabel Valdes/Consultant July 30, 2008
33
Successful Hispanic Advertising Campaigns
34
Telemundo Teamed with GMC for Web Soccer Reality
Series
  • Telemundo created a campaign for the Sierra truck
    brand called Long Shot that allowed players a
    second chance to impress the teams coach and
    viewers.
  • The concept was an interactive soccer experience
    that ties together grass roots, web, mobile and
    TV, said Peter Blacker, senior VP-digital media
    at Telemundo.
  • According to Telemundo, whenever they do
    cross-platform integration like this Sierra
    campaign, scores go up for brand awareness and
    likability for the related ad campaign.
  • The campaign included 12 broadband episodes on
    Yahoo Telemundo, weekly updates on two sports
    shows plus one-minute units with GMC spots and
    web content, a custom site thats GMC-branded on
    Yahoo Telemundo, and mobile phone promotions.

Source Advertising Age 7/7/08
35
Bank of America Launched Spanish Language
Advertising Campaign
  • Hacia Adelante was the name of a Bank of America
    Corp.s Spanish-language ad campaign.
  • The campaign marketed the importance of a
    checking account in owning a first home, paying
    for college and starting a small business.
  • We want to instill confidence among our Hispanic
    customers that they should feel comfortable
    visiting a banking center and speaking with our
    bilingual associates about their financial needs
    and goals, said Lynn Kuttruff, marketing
    executive for consumer and small-business
    deposits and growth markets.
  • Promotion for the campaign included television,
    radio, print, ATM and branch advertising.

Source East Bay Business Times, 8/6/08
36
Dr Peppers First Quinceañera Sweepstakes
  • Dr Pepper promoted a special sweepstakes in 2007
    in 20 Hispanic markets.
  • Customers received a free CD with traditional
    quinceañera songs with the purchase of two
    12-packs of Dr Pepper.
  • Some CDs contained tickets to mail in for
    inclusion in the sweepstakes drawing.
  • The marketing goal was to become the soft drink
    brand associated with a tradition that Hispanic
    teens and their families value.
  • The campaign included remotes with local radio
    stations, in-store displays and street teams
    handing out flyers.

Source Adweek 6/11/07
37
Unilever Spanish Language Initiative
  • In 2007, Unilever launched a major Spanish
    language initiative in celebration of Hispanic
    culture and traditions.
  • The new features of the marketing program called
    Vive Mejor (Live Better) included a bilingual
    consumer publication, a Spanish language Web site
    and television integrations.
  • The publication, Vive Mejor (a free magazine
    available at supermarkets in high-density
    Hispanic neighborhoods across the country),
    offered shopping and beauty tips.
  • Unilever also ran five-minute branded segments
    with their personal-care and food brands during
    Univisions morning show Despierta America.
  • A one-hour reality cook-off with a 1 million
    grand prize also ran on Galavision.

Source Adweek 5/22/07
38
Home Depot Hispanic Advertising Campaign
  • Home Depots My Favorite Corner ad focused on
    Hispanic consumers and their unique home
    improvement stories.
  • The campaign was based on the strong emotional
    connection Hispanic customers have to their
    culture and the way it is expressed in their home
    improvement projects.
  • English and Spanish advertising featured the Home
    Depots tagline, Puedes hacerlo. Podemos
    ayudarte.

Source hispanicad.com 4/9/07
39
Restaurants Tailoring Advertising Programs to
Hispanics
  • Pizza Patron found that community involvement and
    tapping into a strong sense of family is an
    effective way to market to Hispanics.
  • El Pollo Loco utilizes different strategies and
    ad campaigns for Hispanics, which represent 50
    of the chains customer base.
  • Olive Garden developed a communications plan that
    leveraged its existing brand strategy to have
    more relevance with Hispanics.
  • Papa Johns expanded its online ordering site to
    include a Spanish language section.
  • McDonalds launched a multi-media campaign during
    Lent to promote the Filet-O-Fish sandwich to
    Hispanics.

Source The Food Institute Report 1/22/07
40
Targeting Hispanics is a Winning Strategy for PG
  • A longtime Spanish language television advertiser
    (since 1961), PG is currently the number one
    overall Spanish language advertiser. On Spanish
    language TV alone, it has doubled its investment
    in the past 5 years and partners with a variety
    of organizations dedicated to serving the
    Hispanic community.
  • Even in this challenging economy where private
    label has been capturing major market share, PG
    continues to see advantages to its Hispanic
    marketing efforts. According to PG, its
    fastest growing brand Bounty, is a brand where it
    has long been running value-oriented
    communication. Consumers recognize its
    performance advantages. On Bounty, we are growing
    both share on the value tier (Bounty Basic) and
    also on the premium tier behind Bounty Extra Soft
    which was designed to appeal primarily to
    Hispanics. (David Miller Gomez-Giron,
    PG/Associate Marketing Director).

Sources TNS-MI Stradegy Brandweek 8/14/2009
41
State Farm Accelerates Hispanic MarketingEfforts
  • While it has been marketing to Hispanics for the
    past decade, State Farm recently stepped up its
    efforts, spending nearly 58 million in total
    Spanish language media in 2008 (double its 2007
    SL advertising efforts).
  • Prior to 2005 State Farm felt it lacked an
    integrated marketing strategy in targeting
    Hispanics. Its goal was to develop a long term
    strategy that fully communicated its services and
    benefits to the Hispanic market.
  • In hopes of connecting with Hispanics on a
    deeper level it earmarked more marketing dollars
    for community event sponsorships such as bike
    safety fairs and support of local baseball and
    soccer teams.
  • Consumers are savvy today. But you can take a
    relationship deeper when you can connect with
    consumers in ways they dont necessarily expect.
    (Mark Gibson, Assistant VP, Advertising/State
    Farm)

Source The Miami Herald 8/10/2009
42
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