Lopez Negrete Communications
The Adam R Jacobson Consultancy, in partnership with HispanicAd.com, is pleased to announce the availability of the 2017 Hispanic TV Upfront Report.
This comprehensive guide, distributed exclusively by HispanicAd, offers readers a total look at the programs and trends shaping Hispanic-targeted broadcast and pay-TV networks serving Latino viewers across the U.S.
To view and download, CLICK HERE.
Interviews with key executives from the leading networks will focus on what the big new shows are, how sports programming still draws huge audiences of both men and women, and why Spanish-language programming will continue to remain important for the next generation of Hispanic TV consumers.
The 2017 Hispanic TV Upfront Report is a specially produced electronically-delivered supplement to the regular HispanicAd.com weekly newsletter.
To read and download last year’s report CLICK HERE.
By Adam R Jacobson
Publisher, Hispanic Market Overview
From Facebook to Snapchat, and from YouTube to Instagram, social media has been woven into the fabric of our lives. For the Latino consumer, social media platforms are fully integrated into how one communicates with friends and family near and far – via video, audio, photography and text messages.
It’s hardly a secret that social media and Hispanics go hand in hand. In May 2015, eMarketer declared that the U.S. Hispanic consumer makes social networking “a crucial part” of their digital lives.
A full-scale report titled “U.S. Hispanics: What’s True, What’s Not True and What’s Sort of True in 2015” found – two years ago – that U.S. Hispanics differ from the total population because “social media plays a distinct role in their digital activity.”
This validated what was, and is, considered to be conventional wisdom among marketers and brand managers.
Here are some of eMarketer’s predictions for 2018:
- Hispanic social network users will total 39.4 million people, up from 32 million in 2015. This compares to 115.6 million Whites, a slight rise from 111.1 million Whites in 2015. Similarly, growth among Blacks is slow, moving to 24.8 million Blacks in 2018 from 23.2 million in 2015. Asian growth is also tepid, moving to 10.9 million in 2018 from 9.5 million in 2015.
- Some 79.5% of U.S. Hispanic internet users will access social networks at least monthly, versus 71.4% of all U.S. internet users.
- Of all social network users, Hispanics will account for 1 in 5 people.
The strong family ties typically seen among Hispanics, and how this transposed to social media use, was examined in great depth in summer 2014 by Ipsos MediaCT for Facebook. One key takeaway from this report: Nearly half (48%) of U.S. Hispanics’ Facebook friends were family members, compared to 36% of total U.S. Facebook users.
Meanwhile, marketers have a plethora of choices when it comes to how to culturally communicate with U.S. Hispanic social media users. CMOs and brand managers are well aware of the need to be authentic, and why a simple translation or transcreation – even in the digital universe – may not bring the same impact as a fully developed initiative with Hispanics at the heart of the effort. With “in-language” now a secondary conversation to “in-culture,” the way Hispanics use social media very much brings one’s language front and center to any discussion a marketer should have with its social and digital media team.
This was first brought to wide-scale attention in May 2014 by Latinum Network, which discovered that 33% of bicultural online Latinos said English was their language of choice when posting on social media while 27% used Spanish and 40% switched fluidly between Spanish and English.
What does this mean for marketers? Read between the lines: Spanish was used more commonly with posts users wanted family to see. For classmates and co-workers (who may not be Hispanic), English was the choice.
The results reinforce the assessment that today’s Latino consumer easily shifts between their English-language world and Spanish-language world – oftentimes, in the same sentence. It also means marketers would be best served by engaging in social media efforts in both Spanish and English. Yes, the beloved millennial Latino is largely living in an “English-preferred world.” But, they could also be a much-desired “influencer” for marketers. If Hispanics family members trust each other and share their buying preferences and “likes,” Spanish-language efforts must be seen.
By engaging in Spanish-language social marketing, along with English-language efforts that are culturally sensitive to today’s Latino consumer, brands can best reach a diverse and still-vital segment of consumers.
In this report, we discover that Hispanic millennials aren’t the only group of Latinos that actively interact and engage with brands through social media. In fact, one group of AARP members stands out for their online prowess.
We also review how experiential marketing and social media are a perfect combination, shifting the focus away from impressions.
This report also looks at several case studies, and how every account requires a different approach to reaching the Hispanic social media user.
Lastly, we remind marketers that, despite the elevated conversation in the U.S. on issues pertaining to undocumented immigrants from Spanish-speaking countries, the U.S. Hispanic population is driven by births, rather than immigration.
Thus, many of the Latinos brands are conversing with through social media were born in the U.S.A., into families that may have a strong cultural connection to their nation of heritage but are 100% American.
Remembering this fact goes a long way with “authenticity” and relevancy.
With more than 3,000 of the nation’s most influential Latino digital content creators, journalism, music, marketing, cinema and business converging in Miami from April 3-6, 2017 for the Hispanicize conference, the eyes and ears of CMOs and brand managers will likely be fixated on the trendsetters set to speak.
We hope they listen, and use this report to help guide them on the smartest route to reaching social media-savvy Latinos.
To view and download click on image or CLICK HERE.
Hispanic Market Overview, in partnership with HispanicAd, announces the launch of the annual 2017 Hispanic Social Marketing Report.
The report will be published on Monday, April 3, 2017.
The report will include:
- Industry Analysis
- Case Studies
- Interviews with the key industry Though Leaders
As for all of our reports, Hispanic Market Guide, Hispanic Market Overview, Hispanic TV Upfront Report and Hispanic CMO, these reports deliver key insights for our readers and ROI for our advertisers. On average, our reports deliver over 6,000 downloads each.
For advertising opportunities, please contact Gene Bryan at HispanicAd.
To email, CLICK HERE.
To call, please dial 917-854-1706
Nominations Set For Medallas De Cortez Awards
The Hispanic Radio Conference is pleased to announce this year’s finalists for the prestigious Medallas de Cortez, the only awards dedicated to honoring the very best in Hispanic radio. The Medallas de Cortez awards are named in honor of Raoul Cortez, founder of the first Spanish-language radio station in the United States, KCOR/San Antonio, in 1946. Raoul Cortez was a visionary for his time and a legend for all times in the annals of Hispanic radio.
Radio Ink Publisher Deborah Parenti said, “The Medallas de Cortez awards represent a celebration of Hispanic radio and its dedicated professionals. Every one of them, in large markets and small communities, make Hispanic radio an intimate part of the lives of listeners and clients. This is the biggest year ever in terms of awards competition. While there can be only one winner in each category, we are extremely proud to recognize all of the finalists, who are truly worthy of our respect and admiration.”
Winners will be announced at the ceremony on Wednesday, March 28, as part of the Hispanic Radio Conference, March 28-29 in Fort Lauderdale at the Hyatt Regency Pier Sixty Six.
2017 Medallas de Cortez Awards Finalists
Marketer of the Year
Vladimir Gomez, Spanish Broadcasting System
Esmeralda Sosa, Univision/Los Angeles
David Loving, Univision/Houston
Liz Blacker, iHeartMedia
Jose Villafañe, Entravision
Local Personality of the Year
Eric Johnson & DJ Gallo Show, WYMY/Greensboro
Beto Diaz KLAX-FM/Los Angeles
Stephanie Himonidis, La Pantera Radio/San Antonio
Javier Romero, WAMR/Miami
Juan “Manny” Yanez, KOYE/Tyler-Longview
Betsy Vazquez, WXDJ/Miami
Josue “El Bronco” Del Castillo, KDDS/Seattle
Syndicated Personality of the Year
Cesar Lozano, Spanish Broadcasting System
Omar Y Argelia, Univision
Alex Lucas, AL & CM Broadcasting
El Bueno, La Mala y El Feo, Univision
Erazno y La Chokolata, Entravision
Program Director of the Year
Raymond Torres, WRUM & WRUB/Orlando, Tampa
Isabel Gonzalez, KLVE & KRCD/Los Angeles
Juan Martin Ovalle, KOYE/Tyler-Longview, TX
Oscar Rios, KLNO/Dallas
Julie Garza, WYMY/Greensboro, NC
Rogie Gallart, SBS/Puerto Rico
Pedro Escalera, KLZT-FM HD2/Austin, TX
Tony Luna, KLOL-FM/Houston
Sales Manager of the Year
Shirley Davenport, WYMY/Greensboro, NC
Elizabeth Paulina, WSKQ & WPAT/New York
Christian De La Cruz, KRZZ/San Francisco
Candy Cintron, WLZL/Washington, DC
Corinna Ruiz, KOYE/Tyler-Longview, TX
Mauricio Palacios, KISF, KRGT & KLSQ/Las Vegas
General/Market Manager of the Year
Brian Barber, WLKQ & WNSY/Atlanta
Carolina Santamarina, WXDJ, WRMA & WCMQ/Miami
Chris Carillo, KLAX & KXOL/Los Angeles
Ginger Dockery, KOYE/Tyler-Longview, TX
Mark Masepohl, KLNO, KDXX, KFZO & KFLC/Dallas
Roberto Yanez, KHOT, KOMR, KQMR & KHOV/Phoenix
Station of the Year
Broadcaster of the Year
Jesus Salas, Spanish Broadcasting System
Tomas Martinez, Solmart Media
Carlos Moncada, AL & CM Broadcasting
Mike Flood, KBBX/Omaha (Flood Communications)
Norberto Sanchez, Norsan Media
MONTERO TO RECEIVE SPECIAL HONOR
This year’s awards include the presentation of the Distinguished Leadership Award, which is not presented every year, and to outstanding individuals who have made significant contributions to the development of Hispanic radio. The special award will be presented this year to Francisco (Frank) Montero, managing partner of Fletcher, Heald & Hildreth.
“There could be no one more deserving than Frank,” Ms. Parenti said. “Frank has dedicated years of service to the Hispanic radio community, actively providing leadership and direction to organizations, including the founding of the Independent Spanish Broadcasters Association, aimed at fostering growth in the Hispanic radio sector.”
Montero was also instrumental in helping start the American Hispanic Owned Radio Association (AHORA). Over the years, he has represented the Hispanic Radio Association, the Puerto Rico Radio Broadcasters Association and served as an advisor to the Radio Ink Hispanic Radio Conference since its inception, among other significant contributions.
Click here to register for the Hispanic Radio Conference. Adam R Jacobson, publisher of the Hispanic Market Overview and editor-in-chief of the Radio + Television Business Report, is participating as a moderator on a panel focused on Hispanic and multicultural millennials.
Well, here we are.
We are nearly at the end of a year many would like to forget.
From the passing of David Bowie, a ton of amazing musicians and entertainers left us in 2016 — most recently Sharon Jones and Leonard Cohen.
Then, there is president-elect Donald Trump and Canadian Prime Minister Matthew McConnaughey Trudeau.
At least we had a great year in music … right?
What the hell, man. After a stupendous 2014 and a difficult 2015 for finding global hits, 2016 was a far cry from 1986 or 1996.
We had a bunch of cheap trills.
From an epically underwhelming return from Green Day to a bunch of derivative Top 40 trash, it was impossible to put together the ARJ Hottest 100. Hell — a Fever 50 would have been difficult.
With a vacuum of truly great songs on the global hit parade, we hope the events of 2016 will bring back great song-writing and fine quality singles as some released just this week from, of all acts, A Tribe Called Quest. James Arthur and Adele also are represented.
But when Sia is the best of 2016 …. it is time to put on the classics and tune out the present with an eye on the future.
New Zealand’s Kings may be the next Drake.
Anderson.Paak has a hit that samples the Israeli national anthem.
Hip-Hop is back, folks, and THAT is what will have us moving side to side, not Ariana Grande-Attitude.
The following is a completely biased chart representing the 40 most-played songs on the iTunes, Spotify and radio stations streamed by Adam R Jacobson in 2016. It represents global hit music as heard on Adult Alternative and Top 40 stations from North America, Europe, Australia and New Zealand.
THE ARJ FAT 40 FOR 2016
1 SIA f/SEAN PAUL -Cheap Trills
2 JUSTIN TIMBERLAKE – Can’t Stop The Feeling
3 TWENTYONE PILOTS – Ride
4 ADELE – Send My Love (To Your New Lover)
5 DJ SNAKE f/JUSTIN BIEBER – Let Me Love You
6 REVIVALISTS – Wish I Knew You
7 DISTURBED – The Sounds of Silence
8 THE HEAD AND THE HEART – All We Ever Knew
9 MICHAEL KIWANUKA – One More Night
10 STRUMBELLAS – Spirits
11 RED HOT CHILI PEPPERS – Dark Necessities
12 BASTILLE – Good Grief
13 JOSEPH – White Flag
14 BORNS – 10,000 Emerald Pools
15 BECK – Wow
16 KUNGS & COOKIN’ ON 3 BURNERS – This Girl
17 DAVID GUETTA /CHRIS WILLIS/CEDRIC GERVAIS – Would I Lie to You
18 LP – Lost On You
19 R.E.M. – Radio Song (Acoustic)
20 JAMES VINCENT McMORROW – Get Low
21 WARPAINT – New Song
22 RAG N BONE MAN – Human
23 LIV – Wings of Love
24 A TRIBE CALLED QUEST – We The People
25 AVETT BROTHERS – Ain’t No Man
26 ANDREW McMAHON IN THE WILDERNESS – Fire Escape
27 YOUNG THE GIANT – Something To Believe In
28 DUA LIPA – Be The One
29 DECLAN McKENNA – Brazil
30 JAMES ARTHUR – Say You Won’t Let Go
31 KINGS – Don’t Worry About It
32 RAE SREMMURD f/GUCCI MANE – Black Beatles
33 ANDERSON.PAAK – Come Down
34 MONDO COZMO – Shine
35 THE XX – On Hold
36 ZARA LARSSON – Lush Life
37 CALUM SCOTT – Dancing On My Own
38 ALAN WALKER – Faded
39 JULY TALK – Push + Pull
40 CARLOS VIVES & SHAKIRA – La Bicicleta
In a declaration distributed over the Thanksgiving holiday — appropriately, on Black Friday — José Villa, President of Los Angeles-based digital cross-cultural agency Sensis put another dagger into the fragile heart of U.S. Hispanic marketing.
Via the widely read MediaPost blog, Villa made the audacious proclamation that “Millennials and Gen Z are the Hispanic market.”
Using Geoscape data, a pie chart showed the following:
- Millennials now comprise 29% of the U.S. Hispanic population
- Generation Z is now 36% of the U.S Hispanic population
That’s right. Some 65% of the Hispanic population falls into this group.
So, it’s natural for a digital guy who needs business to put marketer focus on this digitally savvy group, and hype up bilingual, bicultural blah-blah while ignoring some simple statistics that continue to get ignored by agenda-driven business leaders.
- Who has the greatest amount of disposable income?
- Who depends more on Hispanic (i.e. Spanish-language media) than any other Latino group?
I challenge you to put “Gen Z” and “Millennials” as one of your top 3 answers.
Ladies and gentlemen, we are at a crossroads as an industry ready to tear itself apart over the digital revolution, increased use of English as a preferred language (but not an exclusive one), and advertisers who still only know what we as an industry tell them.
So let’s start telling them the truth and stop depending on agenda-driven save-my-business propaganda.
If not, the clients will be eating ostrich burgers with sofrito and adobo made from the contracts you lost.
Villa writes, “Most Hispanic marketing, however, is still focused on the 35% of older Hispanics and their Spanish-language media consumption.”
Well, did Villa ask perhaps why?
- The AARP Latino has far more disposable income. They are more likely to own or rent their own home. They likely spend more on travel, on health care, on clothing, on … well, just about anything.
- Older Hispanics are more dependent on Spanish-language media consumption. So, as a brand manager with a total marketing directive and limited budget, this would be more effective since younger Latinos can be reached on The CW and ABC, right?
Citing Nielsen and Kantar Media, Villa notes that 79% of major Hispanic media spend in 2015 went to TV (network + spot + cable) – “most of which went to Spanish-language broadcast and cable networks like Univision, Telemundo, ESPN Deportes and Discovery en Español.”
Here’s a serious question for you, José: Where else would be as wise as an investment in a total market world??
Villa continues about how the millennials aren’t getting their fair share of ad dollars, with regard to Hispanic efforts.
“While Millennials do watch Spanish TV, we know from our research that it is only a small part of their overall TV consumption – less than 1/3 of their average 15 hours of TV viewership per week. We also know that Hispanic Millennials and Gen Z spend most of their time consuming digital media. According to Simmons Connect (Spring 2016), digital makes up almost half – 47.3% – of Hispanic millennial media consumption on a weekly basis, or 45 hours per week! Yet almost 80% of Hispanic media spending goes to Spanish TV?”
As has been said many times in various ways, a Facebook “like” is not a sale.
We have put too much focus on millennials and Gen Z, a generation that has far less dollars than the Baby Boomers.
Yet we continue to be fixated on a Madison Avenue model that is stuck in the 1970s with respect to who the key target should be — first-time homebuyer, newlywed, baby on the way.
IN 1975 that could describe many a 27-year-old.
Give me a break.
“The reality is that the business of Hispanic marketing is still stuck in the past,” Villa writes.
That is incorrect. The entire U.S. marketing industry is stuck in the past by continuing to hyperfocus on a segment of consumers that may be trend-setting but aren’t the biggest spenders.
That must radically change if advertising agencies hope to stay relevant in the next five to 10 years. Otherwise, every major will have an in-house shop capable of doing the things you failed at in 2016.
The 2016 Hispanic CMO Hispanic Thought Leaders white paper, produced by Adam R Jacobson exclusively from HispanicAd.com, is now available for free download at HispanicCMO.com.
This year’s report again tackles the topic of “total market” — and how our honored thought leaders have changed how they accomplish their goals both through internal restructurings of the marketing and brand management teams, and from a reimagining of how multicultural agencies influence and direct a brand’s overall message.
Our eight Thought Leaders are champions of Hispanic marketing, singled out by a team of professionals led by Gilbert Dávila, Chair of the ANA Multicultural Marketing & Diversity Committee.
The report opens with a report on “total market” reaction, and action, on the agency level. We speak with Alma Co-President/COO Isaac Mizrahi and López Negrete Communications founder and President/CEO Alex López Negrete to get their unique views on how their respective shops have embraced — or rejected — “total market” approaches. López Negrete is especially vehement in his opposition to “total market” techniques seen in recent years.
The 2016 Hispanic CMO Thought Leaders Report is presented by López Negrete Communications.
The release of the 2016 Hispanic CMO Thought Leaders Report is tied to the ANA Multicultural Marketing & Diversity Conference, 18th annual ANA Multicultural Marketing & Diversity Conference, presented by Time Inc. The event is October 9-10, at the JW Marriott Los Angeles at L.A. Live.
Chris Carrillo, a veteran of SBS’s Los Angeles operations who has served as GSM, LSM and as a Sr. AE for the company’s regional Mexican KLAX-FM 97.9 “La Raza” and Latin Rhythmic KXOL-FM “L.A. 96.3,” has been named VP/GM for the Spanish-language duo.
“Chris’s radio experience and acumen are a matter of indisputable record and we’re confident of his leadership abilities in taking our stations to the highest level of operational excellence in the Los Angeles market,” Rodriguez said. “He knows radio, he knows the advertisers, he knows the Company and its people and he’s intimately familiar with our West Coast stations. No one is more qualified to take over the reins of SBS Los Angeles.”
Carillo has also been a Sr. AE for Clear Channel’s radio stations in Los Angeles.
Carillo assumes duties held since mid-July by SBS COO Albert Rodiguez and, prior to that, by Marko Radlovic.
Radlovic exited on July 15 after rejoining SBS/Los Angeles as SVP/West Coast Regional Manager in June 2015.
In that role, he also had oversight of regional Mexican KRZZ-FM 93.3 in San Francisco.
Radlovic had previously held various managerial positions at SBS from 2001 through 2011, including roles as Chief Revenue Officer and COO. From 2011-2005, he served as President/Market Manager for Cumulus Media in Los Angeles.
Hispanic Media Sales, Inc., publishers of HispanicAd.com, will publish the third edition of the highly successful and sought after Hispanic CMO.
We will be adding more “Thought Leadership” once again to this year’s edition. We will interview the Top Hispanic CMOs with dedicated budgets and resources targeting the US Hispanic Consumer.
Gilbert Davila, a recognized and admired Hispanic Market expert, will curate the supplement. Adam R Jacobson,publisher of the annual Hispanic Market Overview since 2010 and a U.S. Hispanic media expert will conduct the interviews and write the supplement.
The 2016 Hispanic CMO will tackle the key issues of the year:
- How to measure effective and efficient ROI in the US Hispanic Market
- Total Market and it’s positive and negative potential
- Organizational Structure, both on the client and ad agency side to handle Total Market
The 2016 Hispanic CMO will be published on October 10, 2016 during the ANA Multicultural Marketing & Diversity Conference:
- The supplement will be FREE to readers and is published digital to ensure additional pass along.
- HispanicAd.com will promote heavily.
- The 2015 Hispanic CMO published in November 2015 has delivered +7,000 download to date.
- To read the 2015 edition CLICK HERE.
Participating Sponsor – 1 FP Hispanic CMO showcase section – $3,500 net
For more information contact: