@JSHernandezNY C Jacqueline Hernández CMO, Hispanic Enterprises & Content NBCUniversal Case Study “Targeting the Hispanic Demo”
Aug 21, 2015
@JSHernandezNY
C
Jacqueline Hernández
CMO, Hispanic Enterprises
& Content
NBCUniversal
Case Study
“Targeting the Hispanic Demo”
The Hispanic Market 101
How It Is Impacting
The New America…
Hispanic Human Truths
Putting It To Work
AGENDA
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TOO BIG TO IGNORE
Source: Census
U.S. Hispanic Population 52M
Buying Power $1.7T Hispanics that speak Spanish at home 75%
States with 1M+ population ofHispanics 8
Hispanic population in the world (only second to Mexico) #2
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of births are multiculturals
52% of births are multiculturals
of multicultural births are Hispanics
47% of multicultural births are Hispanic
NEW AMERICAN
Source: Nielsen NPM P2+, Spanish TV and ELTV (Broadcast and Cable TV ), 07/01/2013-09/09/2013; UE Analysis, Hispanic Male P2+ ; Experian Simmons; Winter 2013 Adult Survey, ComScore PlanMetrix, July 2013
65%
64%
37%
of Hispanics are Mexican
Are U.S. born…
Nearly 4 out of 10 Hispanic are between the ages of 21-34 vs. 22% of non-Hispanic …
SLTV median age is 36 vs ELTV median age which is 48
MM Hispanics online…
83% Hispanics have smart phones; using them regularly to watch video.
of births are multicultural 52% of multicultural births are Hispanics 47%
THE POWER OF A CULTURE AT AN INTERSECTION
CULTURAL DEXTERITY
Connected
Blending
Fluid
Diversity
Cross-Over
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POP CULTURE AND TRENDS
VICTOR CRUZ PITBULL ZUMBA
TOTAL MARKET
NEW AMERICAN DIET
AS APPLE PIE AS FRIJOLES
NATIONAL INFLUENCE
What Do These Two “Heroes” Share In Common?
More New Releases Attended Per Year Hispanics vs. Non-Hispanics 56%
THE AMBICULTURAL EFFECT
Over 3M Hispanic Viewers Across Both Primetime Hits, And Yet… Less Than 10% Duplication!
PAULINA RUBIO
ON LA VOZ KIDS
SHAKIRA
ON THE VOICE
FIVE HISPANIC HUMAN TRUTHS
DUALITY
GENDER BENDER
LANGUAGE MEETS CULTURE
BBL… BUZZ, BINGE, LIVE
NEED FOR SPEED
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HISPANIA
NO SUCH THING AS
IDENTITY
Latino Soy... Aquí Estoy
She Believes She Can Do It All... He is a Little “Menos Macho”!
MIA’s Priorities
#1
Higher Education 80%
#2
Career
72%
#3
Having Children 66%
#4
Marriage 50%
Modern Chico’s Priorities
#1
Family 76%
#2
Friendship
63%
#3
Career 52%
#4
Marriage 7%
MEETS CULTURE
SPANISH SPEAKING COUNTRIES
Spanish language and Hispanic culture span 20 something countries across the same American time zones
EL MAESTRO
Have You Ever Wondered What Mun-two Means?
THEIR “NEED FOR SPEED” PROGRAMMING
TUNING IN AT 10PM
2011 2013 2012 2014
DUALITY OF PROGRAMMING STRATEGY
Jacqueline Hernández
CMO, NBCUniversal
Hispanic Enterprise & Content
GRACIAS