NCC Media -- Five Ways to Target Hispanic Audiences

The burgeoning Hispanic market is proving to be a lucrative source for such opportunities not only for advertisers but for NCC Media as well Already 55 million people strong and projected to reach between 75 million and 90 million by 2020 the surging Hispanic population in the US is increasingly Americanborn resulting in a new generation of bicultural and bilingual consumers with money to spend an estimated 15 trillion dollars in buying power in 2015 The question becomes how do marketers win some of that buying powerWhere are They Watching We know that Hispanics are much more likely to consume video on a smartphone or PC than the general population about 35 hours of video on a phone and almost 20 hours on a PC a month according to Nielsenamp160 This represents over 16 of all Hispanic video viewing whether live or timeshifted on a TV or another deviceamp160 Compare that to the 7 that watch video on a smartphone or PC in the general populationamp160and you realize the necessity of digital video in any Hispanic media plan Hispanics are not only tech savvy with their personal devices they39re also expanding their connections with their cable companies Their cable growth rate was three times higher than the national average between 2008 and 2015What are They WatchingSome people might be surprised to learn that Hispanics 1849 watch more cable than any other television mediaamp160 Three times more watch cable than the six Spanish language broadcasters combined amp160and also three times more than all five English language broadcasters The differences in demographic breakdown of the three television environments speak volumesamp160 With a median age of 34 cable is the perfect complement to Spanish language broadcastamp160 Spanish language broadcast average age is 8 years older at 42 and English language broadcast is oldest at 46So there are a couple of ways to get your message in front of more Hispanic consumers using cableamp160 The obvious one is by placing Spanish language ads in Spanish language cable programmingamp160 There are 22 Spanish language cable networks that are insertable to varying degrees across the top 40 Hispanic marketsIn markets with high Hispanic concentrations advertisers can place ads with Spanish language copy on English language cable networks In New York City Los Angeles Dallas San Antonio and El Pasoamp160there are opportunities on 30 collective networksamp160 Comcast Miami Houston and Sacramento have fiveamp160English language networks each that take Spanish copyHow Do You Target Acculturated Hispanics The media community often refers to all Hispanics as if they were a homogenous group but they39re not NCC Media has focused on a segment referred to as acculturated Hispanicsamp160How do we define this group A simple definition of acculturation is a group that incorporates or acquires a new culture without foregoing past cultural traditionsamp160 Unlike most European immigrants that assimilate into society by taking on American values Hispanics are more likely to bridge American culture with their native customs and traditions This group tends to be younger with household incomes solidly above 50K and they prefer to speak English at homeWhy is it important to focus on the acculturated segmentamp160 It39s a huge portion of the overall Hispanic population and it39s growingamp160 Currently according to Geoscape 45 of the Hispanic population is acculturated and Hispanic households with incomes of 50K and 75K are growingamp160 They will play a more important role in your media plan going forward amp160if you let themamp160 Acculturated Hispanics spend just 1 of their television viewing time with Spanish language broadcasters and two thirds with cableWe listed the viewing preferences for Hispanics in 50K and 75K householdsamp160 There was not a huge difference between the two but it39s a different lineup from what you might find among the general populationamp160 Hispanics have their passion points and food entertainment and sports are at the top of the listamp160NCC Media is hyper focused on reaching consumers where they live work play and shopamp160 When it comes to acculturated Hispanics it turns out they are tightly clustered in targeted geographies much in the same way all Hispanics areamp160 In fact 80 of acculturated Hispanic households can be found in just a handful of large medium and small DMAs and 70 live in the top 20 Hispanic DMAs Marketers who want to improve their advertising message39s reach to acculturated Hispanic consumers must know where to find them in every marketThere are opportunities for driving deeper connections through Video on on Demand Dynamic Ad Insertion VOD DAI TV Everywhere and A Targeting matching subscribers39 billing addresses with modems for ad placement on brand safe websitesamp160With these omniscreen solutions thousands of hours of great cable programming could be influencing millions of Hispanic consumers precisely where they liveDownload the reports below for more detailsIn summary there are several points to consider in making your next Hispanic media plan or buyAn omniscreen digital video approach is a must with techsavvy HispanicsAdsupported cable has the lion39s share of viewing among all Hispanics Cable support from Hispanic advertisers does not currently reflect this share of viewingAcculturated Hispanics spend a lot and respond to culturally infused adsUse the full menu of cable ad opportunitiesSpanish Language ads on Spanish language cable in cable telco and satellite homesSpanish Language ads on English Language Networks in select highdensity geographiesCulturally infused ads can be run as an unwired network across Hispanic marketsGeotarget Hispanics in the markets and cable systems where they liveThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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NCC Media -- Five Ways to Target Hispanic Audiences

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NCC Media Targeting Hispanic Consumers on Every Screen and Top 20 Hispanic Market Profiles

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NCC Media -- Five Ways to Target Hispanic Audiences

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NCC Media Targeting Hispanic Consumers on Every Screen and Top 20 Hispanic Market Profiles

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Chris Foley

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