Category Archives: Featured

HMO 2019: ‘BLENDING. BONDING. BULLOCKS?’

By Adam R Jacobson

This is a tale of two Bar Mitzvahs.

Say what? Isn’t this a report about Hispanic marketing and advertising trends and insight?

Indeed, it is.

But, it is also a tale of multicultural America, and how marketers may wish to think about their target consumer and how they allocate their precious media dollars.


To download Hispanic Market Overview 2019, please click here:

http://reports.hispanicad.com/reports/HMO-2019/mobile/index.html


We start in White Plains, New York, the hub of Westchester County, some 45 minutes to the northeast of Midtown Manhattan. In mid-May, a bar mitzvah was held. This involved all of the traditional pomp and circumstance, and the chair-raising of a young 13-year-old boy who, for the first time, has been called to read the Torah during a Saturday morning sabbath service.

At the celebratory party, the Hava Nagila and Hora – traditional Jewish dances for those with Ashkenazi lineage – were sung and danced.

Then, the guests were asked to do the Tarantella, a folk dance that is among the most recognized forms of traditional music from Southern Italy and Sicily.

For this occasion, it made sense: the boy’s mom, after all, was Italian. The boy’s father had roots in Poland and Lithuania, if you went back far enough.

Two weeks later, a bar mitzvah was held at a catering hall adjacent to a hotel in the SanTan Village area of Gilbert, Ariz., one of America’s fastest-growing cities. At a pre-party for out-of-town friends and family held at bowling and family gaming center Main Event, most of the televisions were tuned to TNT’s telecast of the final game of the Eastern Conference Finals. Three were not. They were tuned to Azteca América, the Spanish-language broadcast TV network owned by Philip Falcone’s HC2 Holdings.

There was no volume, only visuals. But they blended in with the TNT programming naturally – even as no Spanish was heard in conversation.

Similarly, no one at that New York bar mitzvah was speaking Italian. The only Hebrew uttered was during the actual sabbath service.

In between these bar mitzvahs was a business trip to New Orleans, a city famed for its beignets, strong alcohol, and heavy Cajun cuisine. On this trip, pho and poke bowls dominated the meal choices, thanks to a surge of Asian immigration to the city, in particular those who are Thai and Vietnamese. In one Lyft ride, “97.9 La Calle” was playing upon entering the vehicle.

The station, which uses an FM translator covering the New Orleans metro, is the local home of the Premiere Networks-syndicated morning show hosted by Miami-based bilingual delivery master Enrique Santos. From 3pm-6pm, local host “Nasty” has built a strong following. La Calle is also the Spanish-language home of the most popular pro team in these parts, the New Orleans Saints.

For the duration of this Lyft ride, conversation was conducted entirely in English. Why? The driver was a second-generation Latino, born in the U.S. but fully connected to her Latino culture.

Our chat meandered to a discussion of New Orleans versus New York, and sharing some of the experiences seen at the 2019-2020 Upfront Presentations staged by NBCUniversal and Univision. Both were vastly different for marketers. The NBCUniversal event, held on a dreary, cold, rainy day in New York’s Radio City Music Hall, was largely impersonal and featured approximately 15-20 minutes on Telemundo. This segment put Luis Fonsi, arguably the Latin music world’s most popular global star at the moment, on stage to see cover versions of songs Gringo Ad Execs would know – before Despacito.

There was also Kate del Castillo, the woman who helms the highly successful 10pm “superseries” La Reina del Sur.

Then NBCUniversal shifted back to its array of English-language offerings for all to consider.

The following morning, Univision went above and beyond with a second of two fully immersive, interactive Upfront shows that – like the final Discovery en Español Upfront held some five years ago — allowed attendees to “feel” all of the programs that will hopefully define Univision for viewers over the next 12 months.

Most of the conversation was conducted in English.

All of these experiences were had during the month of May, a month that saw wedding planning start to come to fruition at home, and at the two bar mitzvahs, hosted by future extended family. The fiancé involved began making references to a largely mediocre film from 2014 featuring Drew Barrymore, Adam Sandler and Terry Crews, “Blended.”

The basic plot is silly: the characters played by Barrymore and Sandler had one bad, horrible, just downright awful blind date and vowed never to see each other again. Flash-forward, and they now have respective families, on safari, that find themselves coming together in unexpectedly romantic ways.

Terry Crews’ character, in one of the few memorable scenes, sings a song while flexing his pecks. The lyrics are:

Look they are blending
Hearts are mending
Sight are mending
Good time spending with love
Kids are friending
Very friending

 

That’s exactly what is happening to multicultural consumers across America. And, importantly, it is not multicultural communities that are blending.

This is particularly important for understanding where the Hispanic consumer, and Hispanic community, sit in 2019. In the 10 years that Hispanic Market Overview has published an annual report, vast changes have been seen with respect to content delivery, marketing choices, “total market” practices, language preferences, and the ad shops delivering creative to this very vibrant, tastemaker constituency that continues to grow – despite all of the noise from the White House and political activism that seeks to discount and trash some of the economic positives seen from a change in command in the presidency and in the U.S. Senate.

This report features interviews with some of the most familiar names in Hispanic marketing – veterans who have seen the ups and downs, and twists and turns of U.S. Hispanic marketing and advertising.

We’ve asked them some tough questions. We’ve discussed things perhaps your team is too timid to bring to the forefront of discussion. We hear from individuals who have become weathered veterans of an industry that is far different from where it was in 2009, or in 2006.

There’s politics, too – and the 2020 presidential election is certainly a part of our conversations with the Hispanic marketing and advertising leaders.

We even sit in on a presentation delivered in early June at the Palm Beach Multicultural Summit by Terry Soto, on The $3.5 Trillion Advantage.

Palm Beach County is home. It’s also the perfect place for understanding how blending is the new American mainstream. As Soto notes, 40% of the county’s population is Hispanic and African American. The 2020 Census will reveal a 50% multicultural population increase.

In one particular community, a 55+ condominium association voted in 2014 to open itself up to all ages of owners. Today, as older generations pass on, younger residents are renovating units and moving in month after month. All are Hispanic or Brazilian, and at least one fan of Turkish pop music is on the second floor. When we chat in the mail room or on the way to the car, we’re speaking English.

What’s old is new again: We’re blending. But, each multicultural group remains strong and a source of pride. Combine, and blend, all of these groups together, and you have a strong nation.

This is the United States of 2019. Will it be the USA of 2029?

Count on it, marketers. It’s why ad-dollar allocation to Hispanic media is essential and integral to a marketing mix that reaches all Americans. It’s a Cultural play (which Culture Marketing Council Executive Director Horacio Gavilan explains in this report).

On a cool Sunday morning before a massive rain storm, a walk along the Mississippi River toward the steamboat Natchez was had. A large monument stood out. It was the “Monument to the Immigrant.”

We are a nation of immigrants. Just look around New Orleans, and Palm Beach County, and even the metropolitan areas of Phoenix and New York.

We’re blending. Now, let’s blend the marketing mix to make it impactful and reflective of the nation we live in today, and for evermore.

HMO


To download Hispanic Market Overview 2019, please click here:

http://reports.hispanicad.com/reports/HMO-2019/mobile/index.html

 

Latino Cinema-Goers: The Big Over-indexing Consumer

Do broadcast and cable media have an opportunity to drive box office growth through the advertising of new movie releases via Spanish-language and Hispanic-targeted media?

New research says yes.

According to MRI-Simmons and E-Poll, Hispanic moviegoers aged 18 and up are 36% more likely to see at least one movie a month.

Furthermore, 41% of Hispanic moviegoers attend one movie a month or more, compared to 30% of all U.S. moviegoers.

Factor in teens, and Hollywood has a Hispanic growth opportunity.

MRI-Simmons and E-Poll also note that 1 out of every 5 Hispanic moviegoers prefer to see a new movie on opening weekend; this makes them 69% more likely to do so compared to the average moviegoer nationwide.

What do Latino theater attendees like to see? The top three genres among Hispanic moviegoers are Action/Adventure, Comedy, and Drama; and in each category, their favorite actors and actresses are sometimes profoundly different from the overall U.S. population. This mirrors conclusions reached in studies conducted by Mintel, with the support of the Adam R Jacobson Consultancy, earlier this decade.

Product preferences differ among Hispanic movie fans

A January 2019 analysis using MRI E-Score Celebrity Fusion shows how the Hispanic fans of today’s leading film stars also differ in their preferences across a host of product categories, from bottled water to candy.

Hispanic moviegoers who are fans of Jennifer Lopez are 32% more likely than the average U.S. population to be Kit Kat consumers in the past 6 months. But, those who like Mila Kunis are two times more likely to be M&M’s Almond consumers.

Lopez, Kunis, and Sofia Vergara are the most-liked film actresses among Hispanic moviegoers.

How this ties in to candy sales is intriguing and could yield marketing strategies that boost concession receipts — a profit driver at such luxury theater chains as iPic and Silverspot Cinema.

The MRI E-Score Celebrity Fusion also identified that Hispanic moviegoers who like Leonardo DiCaprio are 62% more likely to be Fiji bottled water consumers in the past 6 months, compared to the U.S. average.

Interestingly, DiCaprio, Keanu Reeves and Chris Rock are the most-liked film actors among Hispanic moviegoers polled in this research study.

 Product favorites among Hispanic moviegoers
who like film actors and actresses

 

Top bottled water brand

Top candy brand

Mila Kunis

Evian

M&M’s Almond

Sofia Vergara

Perrier

Twix

Jennifer Lopez

Crystal Geyser

Kit Kat

Leonardo DiCaprio

Fiji

Hershey’s Almond

Keanu Reeves

Arrowhead

Hershey’s Cookies ‘n’ Creme

Chris Rock

Crystal Geyser

Hershey’s Kisses

 


The findings on Hispanic moviegoers come from the January 2019 MRI E-Score Celebrity Fusion – a fusion of the MRI-Simmons Doublebase 2018 data and data from E-Poll’s E-Score Celebrity study. Doublebase 2018 data represent two waves (roughly 48,000 consumer interviews) of MRI’s Survey of the American Consumer.

The MRI E-Score Celebrity Fusion covers over 4,000 celebrities and 600 product categories, allowing brands, agencies, and media companies to see which celebrities best fit with their brands, sponsorships and media campaigns.

Publicity Swap: Franklin At Telemundo, Alban At VIMN

Talk about a role reversal.

Claudia Franklin, formerly SVP/Communications and Public Affairs for Viacom International Media Networks (VIMN) Americas, has taken the role of VP/Entertainment Publicity at Telemundo.

The move comes as a woman widely known for her 12+ years as VP/Corporate Communications and Public Affairs at the NBCUniversal Telemundo Enterprises unit settles in to her new role as VP/Communications at VIMN.

That’s Michelle Alban, who took on her new duties in early February.

As the head of entertainment publicity at Telemundo, Franklin will be responsible for all consumer-focused publicity efforts to promote the Hispanic TV network’s entertainment content and talent across earned media platforms and social influencers. “Franklin will spearhead Telemundo’s team of experienced publicists and work closely with Telemundo Global Studios and the network’s programming, talent, research and marketing teams to support, align and elevate the company’s brand and meet viewership goals,” the company said.

“With her extensive background in the marketing communications arena and her experience in both the U.S. and Hispanic markets, Claudia brings a tremendous amount of understanding, perspective and creativity to this role,” said SVP/Corporate Communications Alfredo Richard. “She is the ideal person to lead our entertainment publicity initiatives as Telemundo continues to redefine Hispanic media with innovative, original and premium content that reflects the U.S. Latino experience.”

At VIMN Americas, Franklin led the corporate communications and brand publicity throughout Latin America for Viacom’s portfolio of brands including MTV, Nickelodeon, Comedy Central and Telefe, Viacom’s Argentina-based network.  Before that, Franklin was Director of Marketing and Communications for Discovery Kids.

For Alban, her new role sees her taking on all communications for VIMN across Iberoamérica, reporting o Susana Sala, Senior Vice President of Human Resources & Administration for VIMN Americas and to VIMN Communication leads; Matt Baker, Senior Vice President of Communication; and Kate Laverge, Senior Vice President of Communications and Culture.

Alban most recently served as Head of Communication for Lima Charlie Communications, a boutique marketing firm that represented such clients as Combate Américas.

But, she is widely known for her tenure at Telemundo, which stretched from March 2003 — when she was hired as Director of Primary Research — through September 2017, when she exited the Comcast-owned operation.

Earlier in her career, she served as a Dunedin, Fla.-based account executive at Nielsen.

She will be based in the newly consolidated downtown Miami office.

 

IMMIGRANT ARCHIVE PROJECT PARTNERS WITH AZTECA

Azteca America  has partnered with the Immigrant Archive Project (IAP) to present “Quienes Somos” (Who We Are), a  video series that documents the struggles faced by Hispanic immigrants to the U.S. from all walks of life. The campaign launches across the network’s stations on Monday, February 26.

“Quienes Somos” will highlight the myriad contributions that Hispanic immigrants have made to America through their collective and individual experiences. In the video series, Latino immigrants, from popstar Luis Fonsi to everyday heroes making a difference in their communities, speak to themes such as the importance of education, recalling their first days in the U.S. and the impact others have made on their journeys. Also featured in the series are:

  • Dr. Eduardo Padron, President, Miami Dade College, remembers being inspired to succeed by the promise he made to his mother
  • Actor and producer Edward James Olmos shares the story of his immigrant father
  • Gabby Pacheco, a leading immigrant rights advocate, offers advice to undocumented youth
  • Indy 500 Champion Tony Kanaan looks back on a childhood promise that’s taken a lifetime to fulfill

“The IAP’s important work is incredibly relevant and makes for essential viewing in today’s polarized climate,” said Enrique Perez, Executive Vice President, Azteca America TV Station Group. “We are fortunate to shine a light on these bright, creative, hard-working people who all have made sacrifices to achieve the American dream.”

“All of us at the Immigrant Archive Project are honored to partner with Azteca America in the creation of ‘Quienes Somos.’ These unscripted stories, told in the subject’s own words, contain a truth that simply cannot be captured in any other way,” said Tony Hernandez, co-founder, Immigrant Archive Project. “There is a pressing need to understand the modern immigrant experience so that future generations may learn from the collective immigrant experience. Azteca is a wonderful partner to help bring these stories to a wide television audience.”

“Quienes Somos” will air on all Azteca America stations throughout 2018.

Claritas Acquires Geoscape

Geoscape, the Miami-based business intelligence firm founded by Cesar Melgoza, has been acquired by Claritas LLC — a former unit of Nielsen purchased one year ago by the Carlyle Group and The Indian Hill Group.

Terms were not disclosed.

News of the acquisition was shared by Geoscape in a client communiqué sent via e-mail at Noon Eastern on Tuesday (1/9).

Commenting on Claritas’ acquisition by Carlyle and Indian Hill from Nielsen, Melgoza said this was done “with the intent of building a world-class business intelligence enterprise. I’m very pleased that we fit perfectly into that vision.”

Claritas, like competitors including Mintel and GfK, helps companies understand distinct consumer segments while finding the customers best-suited for certain products and services. Claritas is known such segmentation systems as PRIZM.

“I, along with the leadership team at Claritas, am confident this news will benefit you as an innovative marketer,” Melgoza said. “Claritas brings a team of demographers, data scientists, analysts and recognized experts across all major industries. Geoscape and our customers will benefit from increased investment in cultural segmentation, research and access to broader resources to accelerate product innovation and growth.”

For Claritas, the inclusion of Geoscape enables the incorporation of data-driven insights on the multicultural population into its current products and services.

All clients will continue to have access to the Geoscape resources. “Over the longer term, we will find ways of integrating our combined assets so that you may harness the best-of-the-best in this field,” Melgoza said.

Melgoza will retain his role as CEO of Geoscape “while helping to maximize the value of Claritas resources for our clients and simultaneously helping Claritas extend the value of Geoscape to its clients – which all have now become our mutual clients.”

It was not immediately known if other Geoscape employees will be remaining with the company or transitioning to new positions elsewhere.

 

It’s Here: HISPANIC CMO Thought Leaders 2017

Hispanic Market Overview is proud to announce the Nov. 6, 2017 distribution of Hispanic CMO — Hispanic Thought Leaders 2017

This report, produced by The Adam R Jacobson Consultancy and Hispanic Market Overview, is distributed exclusively by HispanicCMO.com and HispanicAd, the multicultural marketing and advertising industry’s information leader.

This year’s report features 10 outstanding individuals who have been honored as 2017 Hispanic Thought Leaders.

The 10 2017 Hispanic Thought Leaders profiled in the fourth annual Hispanic CMO special report have demonstrated brand strength and commitment to best practices with respect to Total Market approaches, digital and social media initiatives, and efforts targeted to not only millennials but all consumers, with ideas rooted in or successfully integrated into Hispanic marketing and advertising activities.

Respected Hispanic market expert Gilbert Dávila, president and CEO of Dávila Multicultural Insights, served as the curator of the 2017 Hispanic Thought Leaders list, working with a team of industry professionals and HispanicAd in singling out these individuals based on their contributions to Hispanic marketing and advertising.

This is not a ranking, as was the case with the Hispanic Thought Leaders reports in 2014 and 2015. Individuals are honored in alphabetical order; we salute their achievements equally.

The 2017 Hispanic CMO Hispanic Thought Leaders report also features a FIRSTTHOUGHT feature on Michael Lacorazza, who leads the development of scaled, integrated marketing campaigns for Wells Fargo Bank.

To view this year’s report, visit HispanicAd.com from Monday, Nov. 6.

Past editions of the Hispanic Thought Leaders report are also available for download at no charge, thanks to our sponsors.

Participating Sponsors

AARP

Ad Castells

Anomaly

Azteca America

C-Com Group

d expósito & partners

Entravision Communications

ESPN Deportes

Eventus

Grupo Gallegos

Hispanicize

Orci

Pandora

Richards / Lerma

Sprint

St. Jude

Telemundo

TRANSITION AND TUMULT: THE STATE OF HISPANIC ADVERTISING

NOW AVAILABLE:
HISPANIC MARKET OVERVIEW 2017, presented by López Negrete Communications

If the U.S. Hispanic marketing and advertising world were to have a mascot of its own, Eeyore, from the Winnie the Pooh series, might make a good choice for some.

Pessimistic, gloomy, depressed, and anhedonic — that’s the atmosphere plaguing an industry that’s having a hard time coping with “total market” dictates, right?

Perhaps not.

If Eeyore is indeed the choice, include it in the piñata parade that offers a visualization of just where Hispanic marketers and advertising agency professionals find themselves in the second half of 2017.

They’re the proverbial piñata, getting pummeled from all sides.

But, is it warranted? Is it exaggerated?

That’s a question the 2017 edition of the annual Hispanic Market Overview report from Adam R Jacobson seeks to answer fairly, succinctly, and without fear.

We know things are hard. That’s why we’re asking about the overall growth forecast and pacings.

We also want to know if the transition at the White House really impacted Hispanic marketing and advertising, or if it’s just a convenient excuse for other problems.

Are budgets growing, or are things in any way impacted from the transition in the White House, as some have suggested?

The eighth annual HISPANIC MARKET OVERVIEW 2017, presented by López Negrete Communications dives into what’s exciting, challenging and motivating the Hispanic ad agency leaders of today. What categories are thriving? Which ones are fumbling?

Our pledge: To give the reader the total picture of an industry that’s in transition, and perhaps tumult.

HISPANIC MARKET OVERVIEW 2017, presented by López Negrete Communications
hmo_17Publisher: Adam R Jacobson
The Adam R Jacobson Consultancy
1161 S Park Road, Suite 205
Hollywood, Fla. 33021

West Coast: 818-231-1546
East Coast: 954-417-5146
Twitter: @adamrjacobson1

For future advertising sales solutions, please contact Gene Bryan at GBryan@HispanicAd.com