Commentary
The Power Of Hispanic Media
- by Karla Fernandez Parker , Columnist, September 24, 2018
Hispanic media remains a powerful tool for reaching Spanish speakers, despite declining immigration to the U.S. from Spanish-speaking countries since the start of the Great Recession, and the subsequent reverse migration by Mexican-born Hispanics who are returning to Mexico.
A recent example of Hispanic media’s power proves that point. The University of Texas Extended Campus (disclosure: a client) is launching a new medical translator certification course in Houston. Part of its earned media campaign included issuing a press release in English, as participants must be bilingual. Houston has one of the largest Hispanic populations in the country at 38% , with Spanish-language/bilingual preference at 60% among Hispanics over the age of five.
Hispanic media was missing from that initial strategy. Statistics show that 45% of Houston Hispanics ages 18-49 are consuming Spanish broadcast media on a weekly basis. On average, Hispanics in Houston watch 1,566 minutes of Spanish-language television, compared to just 515 minutes of English-language television. (Sources for stats: Geoscape and Pew Research
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By adapting the press release to Spanish and disseminating it to the print and broadcast Hispanic media, interest was generated with the right target: bilingual Hispanics who would be among those best qualified to be bilingual translators.
When the UT instructor was interviewed in Spanish on Univision’s KLXN Channel 45 5 p.m. news show the day before the course information session, her two-minute interview reached a potential audience of nearly 45,000 Hispanic households. That in turn generated 100 signups for the information session. The resulting class has 40 participants —10 more than initially planned.
There are over 35 million U.S. Hispanics who are bilingual. The insight is that even bilingual Hispanics are still consuming Spanish media because they are connected culturally, and broadcast Hispanic media continues to deliver winning entertainment options. Media companies like mitú are very popular with bilingual Hispanics because their content is in Spanish and very relevant to any Hispanic growing up in the U.S.
Hispanic media ratings continue to perform very well in many major markets. It comes down to knowing your Hispanic target’s acculturation level and media habits.
Dear Karla:
I invite your call.
You may reach me directly at 781-821-4113.
I look forward to hearing from you.
Respectfully,
Frank Edward Romero
Chief Marketing & Revenue Generation Officer
The Grocer Exchange, LLC
F.Romero@GrocerExchange.com
781-821-2345-Canton, MA Office
617-312-3723-Mobile
Skype: Entropy1953
http://www.grocerexchange.com
Frank, will do. Thank you for your interest, Karla
It’s amazing that in 2018 we are still peddling the tired solutions of the 80’ss for Hispanic media. The media landscape has changed and yes - a call to action on a network broadcast
But the reality is that most companies already have the first party data that designed their audience through their POS data and consumer spending patterns in store. This allows you to target the audience pool directly with offers or calls that matter to them, while mass media is great for branding (new store location) actual acquisition is much more inbound marketing and not mass media. It’s great that the last few hispanic agencies fear their head ever so often with data that shows how important hispanic consumers still are, but the “how to
reach them” has become much
mote of a Salesforce, Adobe, Oracle Marketing Cloud than agency work. Something to think about if your company has already invested in infrastructure- because now it’s creating marketing ansed o. Your own information and data rather than a media plan created by ad agencies that don’t always have good solutions.
Dear Xavier:
You are delightfully vague and pregnant with bloviation.
Unfortunately, as you are clearly not in command of the English language, how can you even begin to criticize Karla. You cannot even carry her books from school.
You are just another dime a dozen blowhard.
Spare me and the world your ignorance. If you have a point of detail make it. If not, crawl back into the hole where you came from.
You are clearly a kid at best.
Respectfully,
Frank Edward Romero
Chief Marketing & Revenue Generation Officer
The Grocer Exchange, LLC
F.Romero@GrocerExchange.com
781-821-2345-Canton, MA Office
617-312-3723-Mobile
Skype: Entropy1953
http://www.grocerexchange.com