Total Market Advertising: Where Budgets Trump Insights?

HMO BACKtalk – The Weekly Chat Spot For Multicultural Marketers and Advertisers

In the recently released Hispanic Market Overview 2016, presented by Lopez Negrete Communications, I skewered Saatchi & Saatchi New York for their recently released “Born Bold” total market campaign for Baja California-based beer brand Tecate.

Not too long ago, Tecate positioned itself as a beer for the working class Latino, and the first-generation Mexican man who deserved a cold Tecate after a hard day of work, and providing for the family.

Now, Tecate is using swagger in an attempt to win over the millennial male with “flavor that can’t be tamed” and the use of a boxer and a soccer referee.

Attention CMOs and Brand Managers: Is this the worst example of how “total market tactics” can result in work that employs shortcuts and cost efficiency rather than consumer insights to help grow a brand?

  1. The core audience that made Tecate a valued brand in the U.S. has just been tossed aside.
  2. The almighty millennial is now the target, and what better way to get all millennials is there than to “give a nod” to Latinos by throwing in something like a Hispanic boxer!

I’m pulling out the Red Card on Tecate.

What other brands deserve a Red Card? Let’s hand them out now, so decision-makers don’t make the choice of putting the budget ahead of research and true solutions for long-term brand growth.

Adam R Jacobson

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SCHRAMM MARKETING GROUP LAUNCHES FANTÁSTICO

Schramm Marketing Group today announced the upcoming June launch of its newest venture, Fantástico, the free, hyper-local, mobile-optimized site that provides Latino consumers with a ticket purchasing experience that is entirely in Spanish from homepage to checkout. The website will launch first in the New York metro area atwww.Fantastico.nyc to cater to the region’s large Hispanic community in the nation’s sports and entertainment capital.

 

Fantástico’s business model blends ticket resale and brokerage with original and branded editorial content to best engage the avidly mobile U.S. Hispanic consumer. The site offers free online access to ticket sales and information about sports, entertainment, movies, concerts, live performances, exhibitions, as well as family events and destinations – entirely in Spanish.  Soon, Fantástico will provide Spanish-language information about pay-per-view and feature select VOD, digital video, and local television programming.

 

The platform’s content and advertising is targeted to feature local area events under a regionally-specific domain in each market. While the promotional focus is on local events, consumers can easily purchase tickets in Spanish to thousands of events, nationwide, using Fantástico’s easy-to-navigate event category and event title search capabilities. Fantástico allows brands, venues, and programmers to market their unique entertainment experiences to the mobile Hispanic consumer in the same seamless platform.

 

“For over two decades, Schramm Marketing Group has been at the forefront of multicultural marketing. We’ve leveraged our extensive relationships and partnerships with sports and entertainment entities to provide U.S. Hispanics greater access to the most popular events,” said Joe Schramm, Founder and Managing Partner, Schramm Marketing Group. “Fantástico is a natural progression for our business by leveraging the popularity of smartphone ownership among Latinos.  The site allows us to continue providing our expertise to brands, advertisers, programmers, and program providers, while also connecting Latino consumers with the experiences and content they want, on the devices they use, and in the language they speak.”

 

“Sports and entertainment are two major passions for U.S. Hispanics” said Rafael Eli, Partner, Schramm Marketing Group. “In the past 23 years, we have attracted sold-out crowds of Latino soccer fans to many of the country’s top venues in the largest Hispanic markets. Yet, our team has identified a serious void in the ticket-buying experience – none of the leading online ticket outlets offers Hispanics an option for getting tickets on mobile that is completely in Spanish. The process may start in Spanish, but currently, the check-out reverts to English.  Fantástico is the solution.”

 

The popularity of smartphones among Latinos has demanded an evolution in the way these consumers buy tickets online. The introduction of smartphones created a paradigm shift in the marketplace, providing Hispanics an affordable and convenient option for accessing the internet. Today, Hispanics over-index for ownership of smartphones and use their smartphone as their primary or only access to the internet. While Hispanics are 17% of the population, they buy about 25% of all movie tickets sold, according to the Motion Pictures Association of America. Hispanics also are the most enthusiastic supporters of soccer and baseball, have historically comprised the most consistent base of boxing pay-per-view buyers, and are very likely to attend shows and events as a family or group. As a free, mobile-optimized ticket and content site entirely in Spanish, Fantástico was specifically designed with statistics like these in mind to best serve the Hispanic community.

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Univision’s 2016 Upfront Plan

Univision Communications plans to highlight how its portfolio “stands united” at its Upfront presentation set for tomorrow at New York’s Lyric Theatre.

Hosted by the company’s President of Advertising Sales and Marketing, Keith Turner, and Executive Vice President of Advertising Sales, Steve Mandala, the Upfront presentation will be punctuated by special guest appearances throughout.

Emphasizing the evolution of Univision’s media brands and how they are being leveraged to create more meaningful buying opportunities for marketers, the company’s Upfront presentation for 2016-2017 focuses on the theme “United We Stand. Together We Grow.”

Turner and Mandala will play up what Univision believes is its “unique bond” with its audience and “superior access to the influential, dynamic U.S. Hispanic population.

“By organizing around key content verticals, UCI is now offering marketers a new way to do business that will allow them to target UCI’s audiences more systematically and leverage the estimated 81 million average monthly unduplicated media consumers UCI reaches across its media portfolio – a reach that has grown by more than 40% since first quarter 2015 as a result of acquisitions, partnerships and strategic investments,” the company said in a release.

As reported in the 2016 Hispanic TV Upfront Guide, Univision’s Upfront presentation will bring to life four key content verticals known to be passion-points for the company’s audiences: Sports, Comedy, Music and Drama.

UCI’s 2016-17 TELENOVELA CONTENT LINE-UP

“Mujeres de Negro” (Women in Black) – This story features strong female characters who develop a radical plan to take control of their lives. Vera, Johanna and Kirsi have had enough of being taken advantage of and band together to kill their husbands and seek out new adventures. Finally free, the ladies don’t expect that these new adventures would include close calls with both the criminal justice system and the criminal world. This dramatic tale will use dark humor to answer the age-old question, is it possible to start again? And if so, at what cost? (Primetime – Univision Network – Televisa)

“Tres Veces Ana” (The Three Sides of Ana) – This is a contemporary story of sibling rivalry featuring the return of power couple Angelique Boyer, playing triplets with very different personalities, and her real-life partner Sebastián Rulli. After a car accident in their childhood, the mischievous Ana Leticia and handicapped Ana Laura are separated from their free-spirited sister Ana Lucia. The sisters’ individual love stories, with three steamy admirers, will present challenges ultimately leading the sisters’ lives to intertwine, for better or for worse. (Primetime – Univision Network – Televisa)

“La Candidata” (The Candidate) – This timely, relevant and modern story promises to get audiences hooked. Camila Santamaria is a charismatic politician assumed to be dead after a tragic accident. Upon her return, she begins to uncover her husband’s corrupt ways and ultimately decides to challenge him in a race to be the next President. (Primetime – Univision Network – Televisa)

“Vino el Amor” (Then Love Arrived) – This telenovela, featuring the majestic vineyards of Napa Valley, California, brings to light the life of Mexican-Americans seeking not only the American Dream but also success with family and love. Vicente is depressed after having lost his wife in a seemingly-provoked accident, so much that he begins to neglect his children and the vineyard he loves so much. His mother-in-law and supposed best friend try to take advantage of the situation to take Vicente’s fortune, but their plans are disrupted by an unexpected arrival. Laura, a cheerful and spontaneous young woman who grew up on the vineyard with her father many years ago, returns to turn Vicente’s life upside down. Through their love-hate relationship, Laura breathes new life into Vicente and rekindles his love for life and for his Napa Valley vineyard.  (Primetime – Univision Network – Televisa)

“El Principe” (The Prince) – Set in the troubled border district of The Prince in the Moroccan frontier, the series begins as the young and highly trained spy, Javier Morey, arrives with the secret mission to infiltrate himself as the new chief inspector of the local police station, under the suspicion that some local agents could be collaborating with Muslim extremist cells. As he digs into the complex world of The Prince, Morey will meet Fatima, a Muslim teacher, sister of the most important drug trafficker in the area and of a teenage boy who has been missing for months. Fatima is determined to find her young brother despite the apparent indifference from local police in the case. Although Morey will try to enlist Fatima as a confidant, it will be impossible for him to not feel attracted to her as they spend more time together, which could jeopardize his mission and even his own life. (Primetime – UniMás – Mediaset)

“La Ronca de Oro” (The Voice of Freedom) – This is the real-life story of Helena Vargas, a singer who longed to be free during the very male chauvinist 50’s, when women had more duties than rights and were expected to be only wives and mothers. Helena found a way to express her deep desire for freedom through music, overcoming all obstacles in a prejudiced society, beginning with her family. This music, after years of struggle, would bring her success, but was also the origin of her worst humiliations. It also became the soundtrack of her two great loves: one that almost put an end to her life, and another one that filled her days with happiness. Like no other, she understood that popular music has no age, sex, nor class, and that during times of violence, her incomparable voice would be capable of uniting an entire nation. (Primetime – UniMás)

“Las Hijas de Tierra Blanca” (The Daughters of Tierra Blanca) – Aurora’s life forever changed the day her father was unjustly killed by the authorities. She used to be a regular citizen of Tierra Blanca, but that day she became the leader of a group of women who rebelled against everything that had to do with power. These were women whose hand did not shake when they needed to hold a gun up against someone else; especially if this was the only way they had to redeem Aurora ́s father ́s reputation. Tierra Blanca ́s female army –formed by Aurora, Tabatha, Manuela and Yuliana– will confront the biggest drug lords with one simple message: family, elders and women must be respected. This was a battle that Aurora’s father had begun years ago but now she must lead it herself so that Tierra Blanca can once again be a town of peace, progress and solidarity. (Primetime – UniMas – W Studios)

“Bloque de Búsqueda” (Search Squad) – Inspired by real-life events, ―Bloque de Búsqueda‖ revolves around Col. Hernán Martín and Capt. Antonio Gavilán, the men who created the elite Search Squad task force to track down Pablo Escobar. Knowing the only way to catch a criminal was to think and act like one, they operated on the edge of the law, aligning with the drug lord’s enemies and putting their lives — as well as those of their families — on the line to bring Colombia’s most ruthless and elusive mobster to justice.(Primetime – UniMás – Sony)

“La Otra Mirada” (The Other Side of the Story) – Univision Deportes has enlisted some of the most accomplished Latino actors, producers and directors in television and cinema to produce deep-dive sports documentaries focusing on the story behind the most memorable sports moment they have ever experienced. La Otra Mirada will reveal the other side of the story, leaving viewers with an indelible image of a sports tale told by some of their favorite icons. (Primetime – Univision Deportes Network – Univision Deportes)

OTHER PROGRAMMING HIGHLIGHTS

2018 FIFA World Cup Qualifiers (USA and Mexico National Men’s Soccer Teams) –Univision Deportes

“40 y 20” – Here’s what happens when a divorced, 40-year-old dad and his 20-year-old son live together like bachelors. There’s dating, mischief and laugh-out-loud interactions with the ex-wife. This series is brought to you by the successful producer of Los Heroes del Norte.  (Saturday’s Prime Access/Univision Network – Tuesdays/Galavisión– Televisa)

 

“Tigres del Norte de Contrabando” – Journalist Carlos Loret de Mola invites audiences to join the legendary band Los Tigres del Norte on a journey through their long road to success. Through intimate conversations and a spectacular concert, Los Tigres del Norte will entertain viewers with songs like Jefes de Jefes, La Puerta Negra, Golpes en el Corazón, Contrabando y Traición, Tu Cárcel (with Marco Antonio Solis) and many more. Live from the Estadio Azteca, the concert will be an unforgettable experience. (Primetime – Univision Network)

“Concierto Vicente Fernandez – Un Azteca en el Azteca” (Concert Special: Vicente Fernandez) — The greatest idol of the rancheras, Vicente Fernandez, returns to the stage for a historic farewell concert that will mesmerize his multitude of fans. ―Un Azteca en el Azteca‖ will undoubtedly be a concert that will make history for Mexican music around the world. Vicente is among the few international artists who can sing for hours without repeating a single hit, including Volver Volver, Las Llaves de mi Alma, Lastima Que seas Ajena, Aca Entre Nosotros, El Rey, Estos Celos, Cruz de Olvido, Mujeres Divinas, Me voy a quitar de en medio y Hermoso Cariño, among many others. (Primetime – Univision Network – Televisa)

“En la Vida de Joan Sebastian” (In the Life of Joan Sebastian) – This mini-series is based on the life of the legendary singer-songwriter Joan Sebastian. His love of life will be shared along with his passion for his music and his fans. Jose Manuel and Julian Figueroa (Joan Sebastian’s sons) will play Joan’s role at different stages of his life. Livia Brito will play the role of Maribel Guardia, one of Joan’s true loves. This story will pay tribute to the ―people’s poet,‖ as he is affectionately known. (Primetime – Univision Network — Televisa)

 

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Telemundo Unveils A Wide Slate For The Upfronts

By Adam R Jacobson

NEW YORK (May 15, 2016) — Three days ago, a press breakfast held by NBCUniversal at the Museum of Arts and Design on tony Columbus Circle revealed a bevy of details on what Telemundo and cable TV sibling NBC Universo had in store for marketers eager to reach bilingual, bicultural millennials through social and digital platforms.

However, a cone of silence was placed on what the networks would be putting in the Upfront spotlight for 2016-17.

We can now reveal that Telemundo will be playing up four “Super Series” telenovelas, a Sunday early-prime children’s talent show, and a late show hosted by iconic former Univision personality Mario Kreutzberger — better known as “Don Francisco.”

Over at NBC UNIVERSO, season three of the dubbed-in-Spanish The Walking Dead will be highlighted, as are a Hispanic celebrity reality series.

There’s also a development and production deal with the estate of Jenni Rivera, perhaps the biggest draw for NBC UNIVERSO’s previous incarnation, mun2. The arrangement allows NBCUniversal’s Hispanic properties to produce a number of series and specials “inspired” by Rivera–including a bio-musical television series that sounds similar in concept to the Celia telenovela based on the life of the late Cuban entertainer Celia Cruz.

There will also be a “Jenni Vive” tribute concert in memory of the regional Mexican vocalist, who perished in a plane crash in Mexico in December 2012.

“The U.S. Hispanic market continues to be the biggest growth opportunity for any business,” Cesar Conde, Chairman NBCUniversal International Group and NBCUniversal Telemundo Enterprises, said in prepared remarks. “We are investing in the most innovative original content, a $250 million state-of-the-art facility and talent in front of and behind the cameras. We are pleased our investments are paying off.”

Luis Silberwasser, President of Telemundo Network and NBC UNIVERSO, added, “Heading into this Upfront season, we’ve gained more viewers year-over-year in Monday-Friday prime-time among key demos and are capitalizing on that momentum continuing to close the gap with [Univision].”

NEW SERIES SET FOR TELEMUNDO

Is it Better Call Saul for the telemundo set?

El Chema, a spin-off of El Señor de los Cielos starring Mauricio Ochmann, tells the story of Chema Venegas’ first years working in Mexico’s world of organized crime and his ascension to becoming the renowned cartel leader seen in Cielos, which is returning for a fifth season on Telemundo.

Meanwhile, viewers will be treated to a series based on the late Venezuelan dictator Hugo Chavez as his legacy has resulted in the near collapse of the oil-rich nations government and infrastructure.

Hugo Chavez, El Comandante stars Andres Parra as Chavez in “a fictional story inspired on the life of Hugo Chavez.”

Another key Telemundo prime-time offering is Señora Acero 3, La Coyote, the third season of the successful Señora Acero Super Series franchise, starring Sergio Goyri, Carolina Miranda and Luis Ernesto Franco. The series focuses on Vicenta Rigores, a courageous and rebellious woman who stands out in the male-dominated world of smuggling as the most feared and notorious coyote on the U.S. Mexican border.

Serialized Dramas

Nipples are back!

Sin Senos Sí Hay Paraíso, the sequel to Sin Senos No Hay Paraíso, tells the story of Catalina “La pequeña” (the small one), who seeks to redeem her family from the world of violence and prostitution that has brought them so much loss and misery. Starring Fabian Rios, Catherine Siachoque and Carolina Gaitan, the new story reflects the reality of a new generation of women determined to succeed in life without resorting to plastic surgery or falling for the lure of easy money.

Season two of La Querida del Centauro continues the story of Centauro’s revenge on Yolanda, his former mistress, and Gerardo, the detective who sought to bring him to justice. After being on the run from the authorities for two years and tired of the bloody war between his cartel and his rival’s, Centauro decides to fake his and his son’s deaths. This way, he will be able to rebuild his empire without the police after him, and, more importantly, allow him to carry out his plan for vengeance. Upon hearing the news of the deaths, Yolanda and her daughter Cristina, as well as Gerardo and his adoptive son, Gato, are able to return to Mexico from Canada, where they have been living under the Witness Protection Program. But it won’t be an easy return for Yolanda, as el Centauro will use all of his cunning and power to destroy her and her loved ones in his quest for revenge.

New to Telemundo is La Doña, based on Doña Barbara, the literary work by Romulo Gallegos. It’s a story of revenge and ambition, seduction and betrayal; all told from the perspective of an offended and abused woman named Altagracia.

In other Telemundo news, two musical dramas and comedies with working titles will be shared to Upfront attendees. One follows the story of Julio Cesar Solar, a Regional Mexican Music idol, whose death is the spark “that ignites this story of betrayal, rivalry, love and the search for fame at any cost.” The other is a series written by veteran actress Angelica Vale that shows what happens when an ultimate fan of a famous telenovela actor link up.

As previously reported in Multichannel News’ Hispanic Television UpdateSilvana Sin Lana has kicked off production and marks the return of Carlos Ponce to Spanish-language TV.

Family Viewing Dominates Sunday Nights

With a working title of Los Reporteros, Conde and Silberwasser are hoping Telemundo’s multi-million dollar investment in its news operations will also result in interest for Hispanic television’s long-awaited answer to CBS’s 60 Minutes. This hourlong news magazine produced by Noticias Telemundo will showcase four interviews with politicians and celebrities.

The show will likely air opposite 60 Minutes, at 7pm ET/6pm CT.

At 8pm ET/7pm CT is not La Voz Kids but a new series with the working title of Siempre Niños — a kid-focused talent show. In the 9pm ET/8pm CT slot is a show featuring ZooMiami wildlife expert Ron Magill, guest celebrities, and exotic creatures and wild animals. The 10pm ET/9pm CT slot goes to Don Francisco, who gets an hour-long variety show that will likely borrow ideas and inspiration from the now-concluded Saturday evening series Sabado Gigante but on a new night and in a truncated format.

The abundance of family fare is striking for Telemundo, as it recalls a programming strategy not seen on English-language television in decades.

Lastly, Telemundo is expanding its weekday morning show, Un Nuevo Día, by 90 minutes, starting in early 2017.  The news and entertainment program will now air from 7am ET-11:30am ET, allowing for continuous coverage on both the East Coast and West Coast. The live show is hosted by Rashel Diaz, Adamari Lopez, Ana Maria Canseco, Daniel Sarcos and Diego Schoening.

NBC UNIVERSO GETS REAL

“Zapata Justice” – Set in a Texas border town, “Zapata Justice” follows the Mexican-American members of the small town’s Sheriff’s Department as they fight to protect their own from dangerous criminal activity.

“The Riveras” – The celeb-reality series follows the lives of the late regional Mexican music icon Jenni Rivera’s biggest legacy – her children. The Riveras are Mexican Regional Music’s most beloved family, but you’ve never seen them like this.  See Chiquis Rivera and her younger siblings step up and pull together to raise each other with humor and love; and go for their biggest dreams.

Editor’s Note: Telemundo declined to provide details regarding its 2016-2017 Upfront prior to the editorial deadline and publication of the 2016 Hispanic TV Upfront Guide. Information was first provided to members of the press May 14 with an embargo date of May 15 at 4pm. HispanicMarketOverview.com and HispanicAd.com have agreed to abide by Telemundo’s embargo.

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2016 Hispanic TV Upfront Report Now Available To Readers

The Adam R Jacobson Consultancy, in association with HispanicAd.com, is proud to announce the release of the 2016 Hispanic TV Upfront Report.

Now with more content that’s relevant for you, this free 22-page review gives marketers, media buyers and planners and advertising executives a look at what to expect the week of May 16 in New York — Upfront Week in the television industry.

Among the highlights found in this report:

Eric Reynolds, who serves as The Clorox Company’s CMO and VP/GM-Europe, Middle East, Africa & Asia, says the Upfronts–and television–still matter even as digital and social budget growth outpaces that of traditional media.

“We are still big fans of TV, and the question we ask is, ‘What is the right mix?’ when it comes to our media planning. We track media consumption by TV, and both TV and film are particularly strong for the Hispanic consumer. With that said, we need to start experimenting with Hispanic digital media now. This will allow us to better understand the media habits and purchasing habits of [digitally savvy] Hispanics.”

Meanwhile, Univision Communications President of Sales and Marketing Keith Turner is hardly worried that top rival Telemundo will finally topple his company’s flagship Univision network this year, given the shift of the Olympics and the presence of the FIFA World Cup on the NBCUniversal-owned networks.

“The Copa Centenario will be featured on 17 nights, in prime-time,” Turner says. “We believe that we will see a larger audience for these matches than our competitor will for the World Cup. We’re in great shape, in terms of soccer.” Coverage begins June 3 with group matches and concludes June 26 with the final.

Meanwhile, business is stronger than ever at Univision, according to Turner.

“We’ve activated over 120 accounts,” he says. “Our new clients include such luxury automotive brands as BMW, Mercedes-Benz, and Audi. Pharmaceutical is still very big, and the movie studios are spending more than we have ever seen.”

Univision is now the only Hispanic media company doing an Upfront that’s not tied to a bigger total market sibling. Telemundo is now rolled into the NBCUniversal upfront event on the morning of May 16; Telemundo is having a special concert performance featuring Jennifer Lopez the evening of May 16 at the Hammerstein Ballroom.

Similarly, ESPN Deportes has done away with its own upfront and will now be noted in the larger ESPN Upfront as part of a multicultural buying opportunity for total market-minded brand managers and C-suite executives.

“The landscape is at that point where, for ESPN, it made sense to say, ‘Let’s do one Upfront,” John Fitzgerald, VP/Sales at ESPN, explains. “We want to show how important ESPN Deportes is to those attending the larger Upfront presentation.”

Telemundo released its detailed Upfront plans after the May 14 publication deadlines for the 2016 Hispanic TV Upfront Report. Honoring the network’s embargo, AdamRJacobson.com will release to readers all Telemundo Upfront information at 4pm ET on Sunday, May 15.

Also featured in the 2016 Hispanic TV Upfront Report: Updates from beIN SPORT, Azteca America, Discovery U.S. Hispanic Networks, and LATV.

 

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Vinyl & Copy: Why Multicultural Agencies And Records Are So Alike

Several years ago, perhaps at a Speed Dating event or a networking Happy Hour somewhere in Los Angeles, guests were presented with a series of ice-breaker questions to help start the conversation. The question posed to me was, “What’s the one thing you own that you’ll never, ever get rid of?”

Without hesitation, I responded, “My record collection.”

My LPs and 45 RPM singles are some of my cherished possessions. For years, friends and colleagues couldn’t understand why I had transported—at significant cost—my collection across the country each of the three times I’ve relocated in the last 25 years. Furthermore, how could I possibly be investing in additions to a collection that was perhaps outmoded and arcane, given the rise of the compact disc and, following that, digital downloads and streaming services?

My answer is simple: The iPod and my iPhone are great for hearing music, but the record player is the best device for listening to music.

There’s a difference between hearing and listening. It’s time to demonstrate that difference to marketers, brand managers and C-suite executives. Much has been said and shared about the rapidly evolving Hispanic market. But, have the decision-makers been listening to what has been said, and are they making choices based on efficiencies, rather than conclusions derived from the largest amount of data ever made available to marketers about today’s U.S. Hispanic consumer?

In September 2015, a Pew Research Center analysis of U.S. Census Bureau data showed the immigrant share among each of the U.S.’s Hispanic origin groups in decline, affirming reports that immigration from Latin America—in particular, Mexico—is slowing.

The Hispanic Market Overview annual report has stated for the last several years that the U.S. Hispanic population is now being driven by births, rather than those who are foreign-born. Additionally, it should be emphasized that immigration is slowing but has not stopped. Far from it: the U.S. Hispanic population in 2000 was comprised of 14.1 million immigrants. By 2013, that number grew to 19 million.

A market of 19 million consumers should be an opportunity for brands who wish to establish themselves as a top choice when it comes time to make purchasing decisions. Remember, everyone shops. The recent Latino immigrant needs food, packaged goods, clothing, transportation, and health care information regardless of their financial status. The upscale Latino and Latino Baby Boomer are equally important.

Yet, marketers seem fixated on a Hispanic plan of action focused squarely on bilingual Latino millennials who can be targeted through the English-language media they consume.

Why? They’ve been spending too much time hearing how to do more through “total market” capabilities instead of listening to the experts and veterans who have modernized their agencies but have remained true to what works for today’s Latino consumer.

The aural quality of a record is richer, and deeper. One simply hears more. It’s imperfect, with the pops and hisses and skips on well-worn favorites. The U.S. Hispanic advertising agency of today is no different than a record. The people inside these businesses have the deepest and richest insight on Latino consumers, and are the perfect partners to work alongside a general-market agency.

According to Nielsen, sales of vinyl records grew by 30% in 2015, to 11.9 million, from 9.2 million in 2014. Music fans are rediscovering records.

It’s now time for marketers who have turned to the dreaded adaptation and translation approach to rediscover the value of Hispanic advertising agencies.

With an uncertain economy once again rearing its ugly head, and a presidential election that has put Hispanics in an understated role as ultimate decision maker, we’ve put on our thinking cap and our reading glasses to provide a Total Focus to Hispanic marketers and advertising agency executives on everything keeping you up at night—and everything keeping the lights on and the paychecks from bouncing.

Hispanic Market Overview 2016, presented by Lopez Negrete Communications, is now available for complimentary download at http://reports.hispanicad.com/reports/HMO2016/

As the industry’s key executives gather in Miami Beach for the 20th annual ahaa conference, this year bearing the name “The Future in Focus,” we hope this report generates conversation, thought and perhaps a little controversy. Congratulations to Leif Roll, VP of Marketing at State Farm, on being named Marketer of the Year. We’ve seen a lot from State Farm in the U.S. Hispanic market. But where is GEICO? Who is Progressive’s Latina counterpart to Flo?

We also single out Eric Reynolds, CMO of The Clorox Company, as Clorox has demonstrated an exceptional understanding of the Latino consumer through product development and subsequent marketing efforts that make the company a standout. Your lavender-scented products can be found throughout the Hispanic Market Overview ohana.

Please enjoy this seventh annual Hispanic Market Overview, presented by López Negrete Communications. As you are reading this, please listen to what is being said. Otherwise, they’re just words that you may be hearing, but not digesting.

Reading, while listening to your favorite record album, is highly recommended.

 

Adam R Jacobson

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Coming Monday: Hispanic Market Overview 2016

hmo2013  “Hello, it’s me. I was wondering if after all these years you’d like to meet.”

 

Those are the opening lyrics to Adele’s multiplatform smash hit “Hello.”

Advertising executives active in the U.S. Hispanic market who seek growth in 2016 and 2017 may be leaving that very voicemail and sending that very line via e-mail to potential clients that have had potential since Friends left the airwaves—and have yet to engage Latinos in Spanish-language media.

Then there are the regular players: the media, the agencies and the clients we always talk about.

But there’s so much more to be said. Only, who’s talking? If they are talking, what are they saying?

“It’s soft.”

That’s great if I’m buying a pillow. But, we’re talking about the fragile U.S. Hispanic market—one that has seen agencies shutter, and scant new major brands who’ve opted to speak to an important consumer group in Spanish.

These are concerning times, and the 2016 Hispanic Market Overview, presented by Lopez Negrete Communications, promises to provide readers with information, insight, statistics, commentary, and real-world remarks on how things really are.

With an uncertain economy—again—and the upcoming presidential election, we promise to put on our reading glasses and put Total Focus’ on everything keeping you up and night, and everything keeping the lights on and the paychecks from bouncing.

Gain ‘Total Focus’ by downloading the seventh annual Hispanic Market Overview state-of-the-industry report, produced by veteran Hispanic market analyst and journalist Adam R Jacobson, from Monday at Noon CET/6am ET/3am ET and Midnight, Hawaiian Time. This report is distributed exclusively by HispanicAd.com and presented by Lopez Negrete Communications.

ADVERTISING SPONSORS:

ALMA
Azteca América
d’expósito & Partners
ESPN Deportes
Eventus
Fox Deportes
La Agencia de Orcí
Pandora
Telemundo (NBCUniversal Hispanic Enterprises)
Anita Grace

For more information on sales opportunities for the 2016 Upfront Guide and 2016 Hispanic CMO report, contact Gene Bryan at 917-854-1706 or via e-mail at gbryan@hispanicad.com

For editorial opportunities, contact Adam Jacobson at 954-417-5146 or at adam@adamrjacobson.com

Hispanic Market Overview 2016, presented by Lopez Negrete Communications
builds on the insights and observations provided each business day in HispanicAd.com and in the October 2015 Hispanic CMO Thought Leadership report.

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OMI, Major Lazer, French DJ Feder Finish In Top 3 Of 2015’s ‘Hottest’ Tracks

Back To The Future could be a good theme for how 2015 ended up musically. Some 30 years from now, we could look back and marvel at just how amazing 2015 was for music. Yet as the year ends, we are all collectively scratching our heads wondering what the hell happened between last year and this year.

The same thing happened at the end of 1985, when the American Top 40 chart was fairly lackluster, pure rock music had suddenly faded, and a mediocre blend of ballads and Rock 40 was now being matched by freestyle dance music, crossover funk and R&B, and an evolving modern rock scene that suddenly incorporated industrial sounds with Casio keyboards.

As we look back on 2015 as a whole, across genres and nations, in this ARJ HOTTEST 100 countdown, the music produced during this 12 month period is quite impressive. It took hours of effort, however, and listening to songs for the first time in mid-November. But, it’s no 2014.

The year in music for 2014 was quite simply the finest seen in nearly two decades, with tremendous singles across a variety of formats. This year, songs released in 2014 still warranted high airplay well into fall 2015; the abundance of quality singles simply wasn’t there. Eurodance soundalikes came one after the next; no country tracks or straight R&B make a strong impact. Hunting high and low on global Shazam charts proved to provide a wealth of terrific tunes.

Still, there was concern by Halloween that a top 100 list would be impossible, given the high level of recurrents still in power rotation on the radio and on my iPod playlist – the “scientific” gauge of rankings seen here.

So what’s on top? Adele. No. Surprised? Of course not. There were other songs released in 2015 prior to this masterpiece.

There are few surprises. Justin Bieber is on the list. Seriously. Merle Haggard is on the list. Seriously. So is Birdy. And people you’ve probably never heard of, like J Boog. And, there are lots of “hits” based on where they were released. Yes, “Shut Up and Dance” is on here. I hate this song. But, I couldn’t escape it so it’s here.

So here we go … The ARJ Hottest 100 of 2015. You may not agree. You may wonder what the heck is wrong with me. Again, this is a chart based on total iPod spins in combination with exposure from radio station streams consumed during the entire year, and radio stations in Maui, Los Angeles, New York’s Hudson Valley and Miami-Fort Lauderdale.

https://player.spotify.com/user/12148775063/playlist/5YyVUBTnlOqDnZBZ5iHl3P

Note: The ARJ Hottest 100 Spotify playlist is not a comprehensive audio accompaniment, as several songs listed are not on Spotify. These songs can be found individually on YouTube.

 

1              OMI                                      Cheerleader (Felix Jaehn Remix)

2             MAJOR LAZER X DJ SNAKE f/MØ        Lean On

3             FEDER f/LYSE                  Goodbye

4             ANNA NAKLAB & ALLE FARBEN & YOUNOTUS         Supergirl

5             ADELE                                 Hell0

6             KYGO   f/CONRAD SEWELL                                      Firestone

7             ROBIN SCHULTZ f/ FRANCESCO YATES           Sugar

8             TWENTYONE PILOTS  Tear In My Heart

9             LOST FREQUENCIES   Are You With Me?

10           JR JR                                    Gone

11            NICKY JAM & ENRIQUE IGLESIAS       El Perdón

12            THE WEEKND                  Can’t Feel My Face

13           DEAR ROUGE                  Black To Gold

14           DISCLOSURE f/SAM SMITH     Hotline Bling (Radio 1 Live From Maida Vale)

15           ELLE KING                         Ex’s & Oh’s

16           AVALANCHE CITY         Inside Out

17           DEATH CAB FOR CUTIE             Black Sun

18           COLD WAR KIDS            First

19           BAIO                                     Sister of Pearl

20           MARK RONSON f/BRUNO MARS        Uptown Funk

21            DEATH CAB FOR CUTIE             Ghosts of Beverly Drive

22           ALVARO SOLER             El Mismo Sol

23           UNKNOWN MORTAL ORCHESTRA    Necessary Evil

24           BECK    Dreams

25           RAURY f/Tom Morello              Friends

26           NEW ORDER                    Restless

27           EL VY                                    Return To the Moon

28           SEINABO SEY                  Younger

29           BLEACHERS                     Rollercoaster

30          ROBIN SCHULZ f/ILSEY              Headlights

31           KYGO   f/PARSON JAMES                         Stole The Show

32           NATALIA LAFOURCADE           Hasta La Raíz

33           FUTURE ISLANDS         Seasons (Waiting on You)-BADBADNOTGOOD Remix

34          GARRETT DOUGLAS f/LEONARD AGUON      Bad Or Good

35           SIA         Elastic Heart

36          SABINA DDUMBA        Not Too Young

37           JOSEF SALVAT               Open Season (Une Autre Saison)

38          JAMIE LAWSON            Wasn’t Expecting That

39          LOUANE                            Avenir

40          COMMON KINGS          Since I Woke Up

41           WOLF ALICE                    Bros

42           CULTURA PROFETICA               Saca, Prende y Sorprende

43          KURT VILE                         Pretty Pimpin

44          ED SHEERAN                   Thinking Out Loud

45          ELLIE GOULDING          Love Me Like You Do

46          CESARE CREMONINI  Lost In the Weekend
47          DISCLOSURE f/SAM SMITH     Omen

48          BORNS                Electric Love

49          MADCON & RAY DALTON       Don’t Worry

50          FLORENCE + THE MACHINE   Ship To Wreck

51           LOST FREQUENCIES f/JANIECK DEVY               Reality

52           DIPLO & SLEEPY TOM                Be Right There

53           J BALVIN                            Ginza

54          BIRDY + RHODES          Let It All Go

55           MATT SIMONS               Catch and Release (Deepend Remix)

56          NELSON FREITAS         Miúda Linda

57           J BOOG                               Let Me Love You (Country Bus Riddim)

58          ALESSIA CARA               Here

59          JESS KENT                         Get Down

60          KUTIMAN                          Intergalatic Lovers

61           CALVIN HARRIS AND DISCLIPLES       How Deep Is Your Love?

62           SLIGHTLY STOOPID     The Prophet

63          COMMON KINGS          Ain’t No Stopping

64          CHVRCHES                        Leave A Trace

65          COLOURS                         Monster

66          JOSE GONZALEZ           Let It Carry You

67          ROYKSOPP                       I Had This Thing

68          JUSTIN BIEBER               What Do You Mean?

69          X AMBASSADORS        Renegades

70          AGES f/JOHANNES EDER          Chances

71           MODEST MOUSE          Lampshades On Fire

72           LOW                                     What Part of Me

73           DUKE DUMONT             Ocean Drive

74          JAMIE XX f/ROMY        Loud Places

75           ANDREW MCMAHON IN THE WILDERNESS                 Cecilia and the Satellite
76          MAGIC!                               No Way No

77           SILVERSUN PICKUPS  Nightlight

78          ROBERT DeLONG         Long Way Down

79          THE ARCS                          Outta My Mind

80          MS MR                                Criminals

81           SIDO f/Andreas Bourani           Astronaut

82           CATFISH & THE BOTTLEMEN                 Cocoon

83          EAGLES OF DEATH METAL      Save A Prayer

84          SEINABO SEY                  Hard Time

85          MORGAN PAGE f/Lissie             Open Heart

86          JAILL                                    Getaway

87          COLEMAN HELL            2 Heads

88          SIX60                                   Purple

89          SIGALA                               Easy Love

90          NAMIKA                             Lieblingsmensch

91           YEARS & YEARS            King

92           WILLIE NELSON & MERLE HAGGARD               Alice In Hulaland

93          ATLAS GENIUS               Molecules

94          TOR MILLER                    Carter & Cash

95          BRONZE RADIO RETURN         Light Me Up

96          OLLY MURS f/DEMI LOVATO                 Up

97          WALK THE MOON        Shut Up and Dance

98          DAVE GAHAN & SOULSAVERS              All of This and Nothing

99          ST. LUCIA                          Dancing On Glass

100        CLASS ACTRESS            More Than You

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AHAA: Financial Services, Insurance Companies See Revenue Boost From Hispanic Ad Spend Bump

AHAA: The Voice of Hispanic Marketing released a new comprehensive study at the ANA Multicultural Marketing & Diversity Conference which reveals a positive connection between corporate ad allocation targeting the Hispanic market and overall revenue growth for the Financial Services and Insurance sectors. According to the new study, a 5 point shift in advertising allocation from English to Hispanic media results in a Total Market revenue boost of 6.4 points in Revenue CAGR for the Financial and Insurance sectors.ahaa13

 

“This new information is compelling because the data indicates that the Hispanic market can be a big determinant in corporate success,” said Carlos Santiago, chair of AHAA Research Committee and CEO of Santiago Solutions Group.  “Financial Services and Insurance companies not only want to gain market share among their competitors but they also want to provide growth and stability for their investors – investing in Hispanic marketing is a clear strategy in achieving both these objectives.”

Financial/Insurance companies shifted almost $100 million in four years to Hispanic Media, at twice the rate of English media increases. Shifts in Hispanic Dedicated Allocation alone explain about 22 percent of the category’s change in topline revenue growth. The Financial/Insurance category spends a total of $352 million against Hispanic media. On average, it allocates 5.5 percent, or $10.1 million, of its advertising budget to Hispanic – this is a 35 percent increase since 2010. State Farm leads the charge in both investment percentage against Hispanic dedicated efforts at 22 percent and total Hispanic ad spending at $109 million. Wells Fargo, Nationwide, Allstate, JPMorgan Chase, American Family, AFLAC and MasterCard are close behind, setting the pace of the sector.

“AHAA’s research proves that companies applying a Total Market approach with well-funded in-culture Hispanic efforts are more likely to achieve greater overall growth than those marketers integrating Hispanics into their current English efforts,” said AHAA Chair Linda Lane Gonzalez, president of viva partnership. “The most successful campaigns lead with consumer insights that are then integrated, segmented and aligned – that is the winning combination driving superior growth performance.”

Methodology
Data was collected from Nielsen Monitor Plus which tracked over 340,000 companies’ advertising expenditures in English and Spanish.  This data was analyzed by Santiago Solutions Group for AHAA.  SSG divided companies into 5 Tiers according to the percent allocation to Spanish/Bilingual media: Best-in-Class (more than 14.2%), Leaders (6.4%-14.2%), Followers (3.6%-6.3%), Laggards (1.0%-3.5%), and On the Sidelines (Less than 1%). SSG also segmented the Top 500 Overall Spending (English + Spanish) Companies for years 2010-2014, thus permitting the analysis of trends in the marketplace. Ad Spend Includes spending in Network TV, Spot TV, Cable TV, Radio, Magazines, Newspaper & FSI. It excludes B2B, Display, Outdoor and Cinema.

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Now Available For Download: 2015 Hispanic CMO Thought Leaders Report

The Adam R Jacobson Consultancy, publisher of HispanicMarketOverview.com, in partnership with Dávila Multicultural Insights of Encino, Calif. and HispanicAd.com, the U.S. Hispanic advertising and marketing industry’s most widely read and trusted media and information source, is pleased to announce the release of its second annual Hispanic CMO Thought Leadership Report.

The report, distributed exclusively by HispanicAd, honors the top Hispanic market “thought leaders”–marketing professionals who have been singled out as widely respected leaders who oversee a recognized multicultural or U.S. Hispanic program for a leading corporation with demonstrated subject matter expertise, out of the box thinking and strong leadership skills reflected both internally and across the entire U.S. Hispanic market landscape.

“Last year’s report was a resounding success,” says Gilbert Dávila, president and CEO of Dávila Multicultural Insights. “With the competition for the selection so tight, we decided to once again conduct a search and highlight the impressive contributions to the Hispanic market by corporate executives throughout the nation.”

This year’s Top Hispanic Market Thought Leaders were curated a team of U.S. Hispanic market professionals which curated the list for Dávila.

The report’s release is concurrent to the 2015 ANA Multicultural Marketing and Diversity Conference at the Fontainebleau Resort in Miami Beach, Fla., which kicked off yesterday with a standing-room-capacity crowd hearing key insights on how to develop total market strategies from Mariela Ure, Senior Vice President of Consumer Segments Strategy at Wells Fargo.

Editorial content for the report is being managed by Adam R Jacobson, publisher of the annual Hispanic Market Overview reports and editor of Multichannel News’ monthly “Hispanic Television Update” B2B newsletter.

In addition to profiles of this year’s top Thought Leaders, this special digitally distributed report will include a State of the Industry report on total market strategies and activities related to U.S. Hispanic advertising, digital vs. traditional ad spend in the U.S. Hispanic market, and the impact of millennials on U.S. Hispanic marketing and advertising.

The report also includes coverage of ahaa: The Voice of Hispanic Advertising’s 20th anniversary celebration, held concurrent to the inauguration of the Smithsonian Institution’s National Museum of American History exhibit on the history of advertising in the U.S. The exhibit includes the history of U.S. Hispanic advertising thanks to the efforts of Ernest Bromley, Tony Dieste and industry advocacy organization ahaa, all of who have organized the donation of classic advertisements and other collateral for the permanent exhibit on the Mall in Washington, DC.

TO DOWNLOAD THE REPORT, CLICK HERE

 

For 2016 advertising solutions and partnership opportunities, please contact Gene Bryan at gbryan@hispanicad.com

 

 

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