Latino

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Latino the Media

• --Media is a very powerful medium in forming
  public opinion(s)
• --Representationwho?...by who?
• --Inclusion vs. Exclusion Affect
• --Maintaining vs. minimizing the other
• --Affect on Assimilation/Acculturation
• --Buying power implications
• --Advertising impacts

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Latino the Media

• HOUSEHOLD SIZE
• Hispanic/Latino 3.47
• All US Pop. 2.62
• FAMILY SIZE
• Hispanic/Latino 3.92
• All US Pop. 3.22
• Source American Community Survey, 2008

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Latino the Media

• WHERE LATINOS LIVE
• --Cubans 77 in the South
• --Mexicans 55 in the West
• --Puerto Ricans 59 in the Northeast
• Source Korzeny Vann, 2009

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• Yet, like it or not, when you were born dictates
  the culture you will experience. The society
  that molds you when you are young stays with you
  the rest of your life.
• Source Twenge, J.M., , Generation Me, p. 2, Free
  Press Pub., 2006

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Latino the Media

• MAGAZINES READ/MONTH
• Hispanic/Latino 12.7
• All US Pop. 11.6
• Newspaper Issues Read/28-Days
• Hispanic/Latino 17.2
• All US 19.9
• Source Doublebase Mediamark Research
  Intelligence, 2009

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Latino the Media

• TOP MAGAZINES READ BY HISPANICS
• --People 43
• --People en Espanol 30
• --National Gographic 29
• --Time 25
• --Sports Illustrated 24
• --NUMBER OF TIMES READ IN LAST 6-MONTHS
• Source Doublebase Mediamark Research
  Intelligence, 2009

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Latino the Media

• NEWSPAPER READERSHIP HISPANICS
• --Top reason keep up-to-date
• --Community newspapers are inseparable part of
  local minority Communities.
• --Readership skews to 34-54 year-olds with
  household incomes of 40,000 or higher.
• Source Doublebase Mediamark Research
  Intelligence, 2009

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Latino the Media

• 1/2-Hrs. of Radio Listening/Week
• Hispanic/Latino 38.5
• All US Pop. 35.8
• ½-Hrs. of TV Viewing/Week
• Hispanic/Latino 57.1
• All US 62.6
• Source Doublebase Mediamark Research
  Intelligence, 2009

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Latino the Media

• TOP RADIO FORMATS for HISPANICS
• --Hispanic 39
• --Contemporary hits 29
• --Adult Contemporary 18
• --Mexican/Tejano/Ranchera 17
• --Urban 17
• Source Doublebase Mediamark Research
  Intelligence, 2009

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• Arriba y Lejos flirts with various club
  stylesreggaeton, house, cumbiawithout
  committing to any one of them for too long. The
  mix, Mexican influenced but not Mexican dominant,
  was part of a plan to attract a new generation of
  Latino listeners whose tastes, the Hrnandez
  brothers said, no longer line up according to
  national background.
• Source New York Times, March 3, 13

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Latino the Media

• TV NIELSON RATINGS, ENGLISH
• --American Idol 6.5
• --Dancing with the Stars 5.4
• --Greys Anatomy 4.7
• --CSI Miami 3.6
• --House 3.6
• --Percentage of households watching a TV program
  out of a potential audience of 11.3 million
  Hispanic households
• Source Nielson, 2009

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Latino the Media

• TV NIELSON RATINGS, SPANISH
• --Manana es para siempre 22.1
• --Gran Estreno 18.3
• --Cuidado con el Angel 17.5
• --Mujeres Asesinas 16.5
• --Aqui y Ahora 15.0
• --Percentage of households watching a TV program
  out of a potential audience of 11.3 million
  Hispanic households
• Source Nielson, 2009

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Latino the Media

• TV VIEWERSHIP by HISPANICS
• --49 of Hispanics who watch TV during prime-time
  hrs. watch Spanish-language TV
• --40 of Spanish-dominant Hispanics regularly
  watch English-language programming
• --30 of English-dominant Hispanics regularly
  watch Spanish-language programming.
• Source Sonderup, 2010

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Latinos US T.V.

• --Modern Family is the highest-rated scripted
  show on network television and it had May 12
  an overall viewership of 12.9 million, but only
  798,000 were Hispanics, 6.2
• --Conversely, 5.2 million Hispanics were seeing,
  Lo Que No Podia Amar, on Univision
• Source New York Times, August 6, 2012

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• Univision was emboldened by February sweeps
  numbers showing that it beat NBC, coming in
  fourth place with adults in the 18-to-49-year old
  demographic, while NBC finished fifth life.
• Source New York Times, May 15, 13

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• Mun2 owned by Telemundo Media, announced
  200-hours of original programming for the 2013
  2014 seasons that focus mainly on
  celebrity-infused reality shows, music, sports
  for young, bilingual bicultural Latinos in the
  US.
• Source New York Times, May 17, 13

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• Mun2 highlighted the fact that it was viewed in
  35 million homes and had 26 million video streams
  last year. The median age of the Mun2 audience
  is 29, and 52-percent of them are bilingual.
• Source New York Times, May 17, 13

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Latino the Media

• Times Internet is used/Month
• Hispanic/Latino 69.3
• All US Pop. 77.6
• Source Doublebase Mediamark Research
  Intelligence, 2009

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Latino the Media

• TOP 5-WEBSITES VISITED by HISPANICS
• --Google sites 78
• --Yahoo sites 78
• --Microsoft sites 72
• --Facebook.com 45
• --Ask Network 38
• --Percent responding that they visited site in
  last 30-days
• Source comScore Media Matrix, 2010

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Whats most effective is to make a fresh
statement in a familiar way. Whats most
effective is to make a familiar statement in a
fresh way. Clive Davis
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Hispanic spending power will rise to 1.5
trillion by 2015, nearly 11 of total US
purchasing power.Source Selig Center for
Economic Growth, Georgia Tech University, 2012
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Hispanic media spendingdoes continue to grow
faster than general market media every year,
posting 4.6 growth in 2011 to top 7 billion,
compared to a slender 1.1 increase for all US
media. Source Hispanic Fact Pack, 2012
edition, AdAge, 2012
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When you are not wanted in, you want it, but
maybe making you want in is the sense of the
wall, its purpose. Joshua Cohen