What Brands Do Hispanics Buy?
Hispanics are fiercely brand loyal. In this post, part of our Value of Hispanic Marketing series, we look at how fiercely brand loyal they are. Consider the following:
• 61% agree with the statement: “It’s very difficult to get me to change brands once I find one I like.”*
• 58% believe: “It’s risky to buy a brand you are not familiar with.”*
• 85% prefer to buy a more expensive but trusted brand over a less expensive one they don’t know.**
More »
There’s More than One Way to Skin a Gato – Part 3
Small potatoes ratings-wise, right?
Well, you might want to consider this.
As early as 2002, the Spanish-language television network Univision was beating out all other stations in the New York, Chicago, and Los Angeles markets in 18- to 34-year-olds throughout the day.
That’s all other stations —
English and Spanish.
And in all three markets, Univision‘s early evening local news drew more 18- to 34-year-olds than ABC, CBS, and NBC.
Combined.
By 2004, Univision‘s North Carolina station, WUVC-TV, beat ABC and NBC outright and tied with CBS for the Number One spot in the highly desirable 18- to 34-year-old male segment.
Which means that as many men 18 to 34 were watching telenovelas on WUVC as were watching Everybody Loves Raymond or CSI: Crime Scene Investigation on WRAL.
In October 2004, the final episode of a Univision telenovela delivered more 18- to 49-year-old viewers than ABC, CBS, FOX, WB, or UPN.
Nationwide.
And in July 2006, Univision scored another impressive landmark.
Its 18- to 34-year-old viewership in prime time beat every network but FOX.
For an entire week.
Top-rated English-language shows may not even register among Hispanics.
In fact, in 2005 only four English-language shows made it into the top 40 among Latino viewers: American Idol ranked highest at 29, with Desperate Housewives, CSI, and The Simpsons trailing behind.*
And Univision is not alone.
Spanish-language television is expanding and targeting specific niches within the larger Latino market.
In fact, today more than 70 cable and dozens of local independent stations offer Spanish-language programming.
Which is good for advertisers.
Because it means we can target Latinos more precisely for you.
:: :: ::
Next time we’ll talk about whether you should advertise in English or Spanish.
And why it makes a difference.
Stay tuned.
*Source: International Communications Research, 2005.
There’s More than One Way to Skin a Gato – Part 2
From Omaha to Atlanta to Lexington to Milwaukee — and points in between — Spanish-language radio stations have been proliferating across the U.S.
(I probably don’t need to tell you that radio stations don’t pop up until after there’s an audience for them.)
Not only is Spanish-language radio enjoying rapid growth — it’s also enjoying dominating ratings.
Take Atlanta in 2004, for example.
In response to the rising Hispanic population in the area, Clearwater Channel’s radio station WWVA converted from general market English-language programming, which was eking out a barebones 1.6 share among the 18- to 34-year-old listener group, to a Spanish-language format.
The result?
Its share of that coveted demographic shot up to 11.3 – a 700% increase.
Overnight.*
Not bad.
But perhaps not surprising.
The fact is that 87% of adult Latinos access Spanish-language radio, television, or newspapers on a regular basis.
They spend 18 hours a week watching television — approximately 50% of it in Spanish. And 15 hours a week listening to radio — of which 50% is also in Spanish.
That’s double the time non-Hispanics spend. Oh, and 29% of them also prefer their newspapers in Spanish.**
So if you’re planning to target the Hispanic market, the Spanish-language media is something you shouldn’t overlook
:: :: ::
Next time we’ll talk about Spanish-language television.
And some data points that may surprise you.
Stay tuned.
*Source: Arbitron. **Source: Bendixen & Associates.
Sit up and listen
We always think about reach, frequency, and cost per
impression when we evaluate media choices for an ad we want to
place. But we rarely if ever integrate the message with not
where, but how, the target audience receives it.
Research on how the body position of the recipient of a
message affects how they react to the message now shows that
both the ‘how’ and the ‘where’ matter. (Harmon-Jones, E., &
Peterson, C. K. (in press). Supine Body Position Reduces
Neural Response to Anger Evocation. Psychological Science)
Researchers found that when respondents were in a reclining
position, they were less likely to react by demonstrating
approach motivation, or the urge to move toward something.
Approach motivation is closely linked to positive activation.
Since this positive activation of emotion is what we usually
seek to elicit in advertising messages, that turns out to be
an important finding. If the viewer or listener is in a
reclining position, they are less likely to experience
positive approach motivation (defined as joy that urges one to
move toward the source of the joy).
The obvious issue here is television watching. Print ads,
radio, and interactive media are much more likely to be
accessed from a sitting position, compared to television (at
least that’s my assumption, there doesn’t seem to be much data
on that.) So the richness of television’s multimedia
experience may be working against the “LaZBoy factor”.
So how do we get the audience to sit up and listen? Maybe
with DRTV we need to get people to sit up with a free
sweepstakes offer or something, to increase their approach
motivation for the real offer.
And how about you? Do you sit up when you watch TV, or are you
lying down ignoring all those expensive ads we run?
