Case Study: "Targeting the Hispanic Demo"

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Information about Case Study: "Targeting the Hispanic Demo"

Published on May 31, 2014

Author: imediaconnection

Source: slideshare.net

@JSHernandezNY C Jacqueline Hernández CMO, Hispanic Enterprises & Content NBCUniversal Case Study “Targeting the Hispanic Demo”

The Hispanic Market 101 How It Is Impacting The New America… Hispanic Human Truths Putting It To Work AGENDA 1 2 3 4

TOO BIG TO IGNORE Source: Census U.S. Hispanic Population52M Buying Power$1.7T Hispanics that speak Spanish at home75% States with 1M+ population ofHispanics8 Hispanic population in the world (only second to Mexico)#2

5 of births are multiculturals 52% of births are multiculturals of multicultural births are Hispanics 47% of multicultural births are Hispanic

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.

of births are multicultural52% of multicultural births are Hispanics47%

THE POWER OF A CULTURE AT AN INTERSECTION

CULTURAL DEXTERITY Connected Blending Fluid Diversity Cross-Over 9

POP CULTURE AND TRENDS VICTOR CRUZ PITBULL ZUMBA

TOTAL MARKET

NEW AMERICAN DIET AS APPLE PIE AS FRIJOLES

NATIONAL INFLUENCE What Do These Two “Heroes” Share In Common?

More New Releases Attended Per Year Hispanics vs. Non-Hispanics56%

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

FIVE HISPANIC HUMAN TRUTHS DUALITY GENDER BENDER LANGUAGE MEETS CULTURE BBL… BUZZ, BINGE, LIVE NEED FOR SPEED 1 2 3 4 5

HISPANIA NO SUCH THING AS

IDENTITY Latino Soy... Aquí Estoy

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%

MEETS CULTURE

SPANISH SPEAKING COUNTRIES Spanish language and Hispanic culture span 20 something countries across the same American time zones

EL MAESTRO Have You Ever Wondered What Mun-two Means?

THEIR “NEED FOR SPEED” PROGRAMMING

TUNING IN AT 10PM 2011 20132012 2014

DUALITY OF PROGRAMMING STRATEGY

Jacqueline Hernández CMO, NBCUniversal Hispanic Enterprise & Content GRACIAS

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