Case Study: "Targeting the Hispanic Demo"
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Transcript of Case Study: "Targeting the Hispanic Demo"
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@JSHernandezNY
C
Jacqueline Hernández
CMO, Hispanic Enterprises
& Content
NBCUniversal
Case Study
“Targeting the Hispanic Demo”
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The Hispanic Market 101
How It Is Impacting
The New America…
Hispanic Human Truths
Putting It To Work
AGENDA
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TOO BIG TO IGNORE
Source: Census
U.S. Hispanic Population 52M
Buying Power $1.7T Hispanics that speak Spanish at home 75%
States with 1M+ population ofHispanics 8
Hispanic population in the world (only second to Mexico) #2
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5
of births are multiculturals
52% of births are multiculturals
of multicultural births are Hispanics
47% of multicultural births are Hispanic
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NEW AMERICAN
Source: Nielsen NPM P2+, Spanish TV and ELTV (Broadcast and Cable TV ), 07/01/2013-09/09/2013; UE Analysis, Hispanic Male P2+ ; Experian Simmons; Winter 2013 Adult Survey, ComScore PlanMetrix, July 2013
65%
64%
37%
of Hispanics are Mexican
Are U.S. born…
Nearly 4 out of 10 Hispanic are between the ages of 21-34 vs. 22% of non-Hispanic …
SLTV median age is 36 vs ELTV median age which is 48
MM Hispanics online…
83% Hispanics have smart phones; using them regularly to watch video.
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of births are multicultural 52% of multicultural births are Hispanics 47%
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THE POWER OF A CULTURE AT AN INTERSECTION
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CULTURAL DEXTERITY
Connected
Blending
Fluid
Diversity
Cross-Over
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POP CULTURE AND TRENDS
VICTOR CRUZ PITBULL ZUMBA
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TOTAL MARKET
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NEW AMERICAN DIET
AS APPLE PIE AS FRIJOLES
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NATIONAL INFLUENCE
What Do These Two “Heroes” Share In Common?
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More New Releases Attended Per Year Hispanics vs. Non-Hispanics 56%
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THE AMBICULTURAL EFFECT
Over 3M Hispanic Viewers Across Both Primetime Hits, And Yet… Less Than 10% Duplication!
PAULINA RUBIO
ON LA VOZ KIDS
SHAKIRA
ON THE VOICE
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FIVE HISPANIC HUMAN TRUTHS
DUALITY
GENDER BENDER
LANGUAGE MEETS CULTURE
BBL… BUZZ, BINGE, LIVE
NEED FOR SPEED
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HISPANIA
NO SUCH THING AS
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IDENTITY
Latino Soy... Aquí Estoy
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She Believes She Can Do It All... He is a Little “Menos Macho”!
MIA’s Priorities
#1
Higher Education 80%
#2
Career
72%
#3
Having Children 66%
#4
Marriage 50%
Modern Chico’s Priorities
#1
Family 76%
#2
Friendship
63%
#3
Career 52%
#4
Marriage 7%
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MEETS CULTURE
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SPANISH SPEAKING COUNTRIES
Spanish language and Hispanic culture span 20 something countries across the same American time zones
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EL MAESTRO
Have You Ever Wondered What Mun-two Means?
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THEIR “NEED FOR SPEED” PROGRAMMING
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TUNING IN AT 10PM
2011 2013 2012 2014
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DUALITY OF PROGRAMMING STRATEGY
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Jacqueline Hernández
CMO, NBCUniversal
Hispanic Enterprise & Content
GRACIAS