Tag Archives: Hispanic voters

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.


Azteca América
d’expósito & Partners
ESPN Deportes
Fox Deportes
La Agencia de Orcí
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.

Univision, Washington Post Partner For GOP Presidential Hopefuls’ Forum

By Adam R Jacobson

MIAMI — Univision’s News department has teamed up with The Washington Post for a co-sponsored Republican presidential candidates’ forum set to take place prior to the GOP primaries in March 2016.

The debate that’s not officially a debate is part of a broader collaboration between the Post and Univision that will include polling, joint reporting projects and a focus on the issues that matter most to the Hispanic voter.

The Republican presidential candidates’ forum will take place after the four early states have completed their contests. The March calendar includes primaries in such key Hispanic states as Texas, Florida, and Virginia, home to a large percentage of undocumented Latinos. Even Michigan has emerged as an important state for Hispanics, given the sizable Mexican immigrant population in greater Detroit.

The state of the race will determine the date and location of The Post-Univision Republican presidential candidates’ forum. Invitations to the leading candidates will be extended at that time, Univision announced in a joint statement released June 24.

“Hispanics are the fastest-growing electorate in America today and will be crucial in deciding the next U.S. president,” said Washington Post Managing Editor Kevin Merida. “We are thrilled to partner with Univision. Our goal is to produce together the most authoritative, innovative coverage of Hispanic voters ever seen during a presidential campaign cycle. We will delve into their lives, how they relate to the candidates and how the candidates relate to them.”

Univision News head Issac Lee added, “This important alliance with The Washington Post brings together two media giants with tremendous audience reach,” said Isaac Lee, president of News and Digital, UCI, and CEO of Fusion. “The collaboration will allow us to enhance and expand our coverage of the 2016 presidential elections and provide both our audiences with the most comprehensive and reliable profile of the U.S. Hispanic electorate available to date.”

The Washington Post has added more digital and online readers in the last year than any other U.S.-based news platform, reaching more than 50 million people in April, according to comScore.

Some of The Post’s Spanish-speaking reporters and editors–including political blogger Jose DelReal, campaign reporter Ed O’Keefe, PowerPost editor Rachel Van Dongen–will appear on Univision to discuss the campaign. Univision’s Democratic and Republican analysts will, in return, appear on The Post’s platforms, including video.


San Antonio Mayor: Lone Star Look Yields America’s Face of Tomorrow

The second day of the three-day ahaa conference in Miami Beach, Fla. started off on a political note, as Democratic San Antonio Mayor Julian Castro suggested that attendees look to Texas to gain a peek at what the rest of the U.S. will eventually look like in the coming years.


Commenting that San Antonio is a city with a history of Latino inclusion, Castro said, “Look at the Texas of today, and you’ll see the America of tomorrow. Texas represents the new face of the American Dream.” He added that if, as the old saying goes, if you could make it in New York you could make it anywhere, the 21st century will see that scenario shift from the Big Apple to the nation’s largest Hispanic metropolitan areas.


Castro also said America is in its “golden years” with respect to political opportunities for the Latino community. Although Hispanics still have a tremendous amount of challenges with respect to finances and educational attainment, the 2012 presidential election served as a “special, defining moment for the Latino community in the U.S. For the first time Latinos could fundamentally change the trajectory of a campaign.”


Meanwhile, the arrival of English-language Hispanic media such as Fusion, the forthcoming cable television network from Univision and ABC News, will mean all political communication will be more bilingual and, thus, more Latino-centric. “The consequence is that there will be an increase in participants in our democracy,” he says.


Balancing out the political discussion was former U.S. Treasury Secretary Rosario Marin, a Mexico native who came north as a young child and achieved things she never thought she’d attain. Striving for such goals is something she wishes for others, and believes that the Republican Party offers the best policies for allowing Hispanics to get there.


“It’s all about the opportunity, and I think we have a greater opportunity in the Republican Party than we do in the Democratic Party, and I’m afraid that Latinos will lose sight of that and end up like African Americans, where 90% of the community votes Democrat,” Marin said. “With African Americans unemployment is worse than Hispanics, and wealth is on the decline at a worse rate than with Hispanics.”


However Marin realizes that the GOP has a tough task on its hands in convincing Latinos to support Republican candidates and its legislative efforts. “The Republican Party has learned … and will learn how to reach members of the Hispanic community.”


In other ahaa sessions, a roundtable discussion featuring AARP SVP of Multicultural Markets Lorraine Cortes-Vazquez, Viacom SVP Nancy Tellet and d exposito & partners’ Leo Olper on the purchasing power of Hispanic boomers, Gen Xers, and Millennials featured several key findings that counters much of the conventional wisdom that is commonplace in Hispanic marketing. HispanicAd publisher Gene Bryan offers his commentary on the session’s findings at El Blog.