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@JSHernandezNY C Jacqueline Hernández CMO, Hispanic Enterprises & Content NBCUniversal Case Study “Targeting the Hispanic Demo”
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Page 1: Case Study: "Targeting the Hispanic Demo"

@JSHernandezNY

C

Jacqueline Hernández

CMO, Hispanic Enterprises

& Content

NBCUniversal

Case Study

“Targeting the Hispanic Demo”

Page 2: Case Study: "Targeting the Hispanic Demo"
Page 3: 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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Page 4: Case Study: "Targeting the Hispanic Demo"

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

Page 5: Case Study: "Targeting the Hispanic Demo"

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of births are multiculturals

52% of births are multiculturals

of multicultural births are Hispanics

47% of multicultural births are Hispanic

Page 6: Case Study: "Targeting the Hispanic Demo"

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.

Page 7: Case Study: "Targeting the Hispanic Demo"

of births are multicultural 52% of multicultural births are Hispanics 47%

Page 8: Case Study: "Targeting the Hispanic Demo"

THE POWER OF A CULTURE AT AN INTERSECTION

Page 9: Case Study: "Targeting the Hispanic Demo"

CULTURAL DEXTERITY

Connected

Blending

Fluid

Diversity

Cross-Over

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Page 10: Case Study: "Targeting the Hispanic Demo"

POP CULTURE AND TRENDS

VICTOR CRUZ PITBULL ZUMBA

Page 11: Case Study: "Targeting the Hispanic Demo"

TOTAL MARKET

Page 12: Case Study: "Targeting the Hispanic Demo"

NEW AMERICAN DIET

AS APPLE PIE AS FRIJOLES

Page 13: Case Study: "Targeting the Hispanic Demo"

NATIONAL INFLUENCE

What Do These Two “Heroes” Share In Common?

Page 14: Case Study: "Targeting the Hispanic Demo"

More New Releases Attended Per Year Hispanics vs. Non-Hispanics 56%

Page 15: Case Study: "Targeting the Hispanic Demo"

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

Page 16: Case Study: "Targeting the Hispanic Demo"

FIVE HISPANIC HUMAN TRUTHS

DUALITY

GENDER BENDER

LANGUAGE MEETS CULTURE

BBL… BUZZ, BINGE, LIVE

NEED FOR SPEED

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Page 17: Case Study: "Targeting the Hispanic Demo"

HISPANIA

NO SUCH THING AS

Page 18: Case Study: "Targeting the Hispanic Demo"

IDENTITY

Latino Soy... Aquí Estoy

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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%

Page 21: Case Study: "Targeting the Hispanic Demo"
Page 22: Case Study: "Targeting the Hispanic Demo"

MEETS CULTURE

Page 23: Case Study: "Targeting the Hispanic Demo"

SPANISH SPEAKING COUNTRIES

Spanish language and Hispanic culture span 20 something countries across the same American time zones

Page 24: Case Study: "Targeting the Hispanic Demo"

EL MAESTRO

Have You Ever Wondered What Mun-two Means?

Page 25: Case Study: "Targeting the Hispanic Demo"
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THEIR “NEED FOR SPEED” PROGRAMMING

Page 28: Case Study: "Targeting the Hispanic Demo"

TUNING IN AT 10PM

2011 2013 2012 2014

Page 29: Case Study: "Targeting the Hispanic Demo"

DUALITY OF PROGRAMMING STRATEGY

Page 30: Case Study: "Targeting the Hispanic Demo"

Jacqueline Hernández

CMO, NBCUniversal

Hispanic Enterprise & Content

GRACIAS