Boys will be boys no matter what their age, color, heritage or creed. And so, dude-centric Break Media brings its waggish young male content sensibility the Tu Vez video site for the Hispanic demo. The English-language content will be targeted to the music, pop culture tastes, hobbies and values of the Latino community, Break says. Videos will be in keeping with the usual Break fare: comedy, entertainment, gaming and the occasional scantily-clad girl (oops, how did she get in here?). The site will be led by managing editor Fidel Martinez.
In most respects Tu Vez looks pretty much like a familiar male-oriented hub. A lot of Grand Theft Auto references, more than the usual quota of zombie-related stories, and the occasional scantily clad girl (really, I don't know where they come from). The Hispanic spin is most evident in the sports section, which focuses on Hispanic stars especially, in the photos section and videos where you can find a clip of some Spanish language prank show that loves tricking lingerie-clad women into falling backwards into a tub of cold water.
The company is chasing an exploding market in Hispanic media and advertisers looking for ways to get in front of the fastest growing segment of the U.S. population. Census figures show that the Hispanic population in the U.S. has increased 42% since 2000, about half of the population growth. This demo is worth about $1 trillion dollars in consumer spending a year.
But even better for marketers, Hispanic audiences are extremely well connected digitally. In mobile and social platforms especially, non-white ethnic groups in the U.S. are very early adopters and heavy users of emerging technology. Other recent research suggests that Hispanic audiences are more receptive to advertising in that they are more open than other segments to branding and marketing messages.
Break Media already operates a suite of properties, including Break.com, MadeMan.com, ScreenJunkies.com, FileFront.com and Chickipedia.com. In the latest comScore video report, Break Media ranked tenth among online properties for ad views served. With a penetration of 9% of the Web population in the U.S., its sites served 174 million ads in September.