How ESPN Ties Sports, Culture, and Content Marketing Together to Reach the US Hispanic Market

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How ESPN Ties Sports, Culture, and Content Marketing Together to

Reach the US Hispanic Market

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George LevyDirector of Brand Partnerships US Hispanic and Latin [email protected] |Twitter: @georgelevy

Welcome to participants from around the globe!

• Who We Are: • Integrated content marketing solution• Experts in scalable, sustainable

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• How We Do It: • Enterprise content marketing platform• Network of thousands of

content creators & influencers • World-class services team

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Hugo BaltaSenior Director of Multicultural Content ESPNHugoBalta.com | Twitter: @HugoBalta

• Leads initiatives raising the quality, profile, and delivery of diverse news gathering and storytelling, targeting both English- and Spanish-speaking US Hispanics

• Former President of National Associationof Hispanic Journalists (NAHJ)

• Expert speaker on understanding multicultural US Market with a focus on Latinos

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Questions/Preguntas

Type your question here

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• US Hispanic Market• ESPN Case Study• Questions/Preguntas

Agenda

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2015 US Hispanic Market by the Numbers

~54 Million Latinos in the United States(one in six Americans are Latino)1

[1] U.S. Census Bureau population estimates 2013

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2015 US Hispanic Market by the Numbers

Two-thirds of Latinoslive in just five states2

[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”

8©2015 Skyword[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”

2015 US Hispanic Market by the Numbers

Two-thirds of Latinoslive in just five states2

14.4 Million

9©2015 Skyword[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”

2015 US Hispanic Market by the Numbers

Two-thirds of Latinoslive in just five states2

14.4 Million

9.8 Million

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2015 US Hispanic Market by the Numbers

Two-thirds of Latinoslive in just five states2

14.4 Million

9.8 Million

4.4 Million

[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”

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2015 US Hispanic Market by the Numbers

Two-thirds of Latinoslive in just five states2

14.4 Million

9.8 Million

4.4 Million

3.5 Million

[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”

12©2015 Skyword[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”

2015 US Hispanic Market by the Numbers

Two-thirds of Latinoslive in just five states2

14.4 Million

9.8 Million

4.4 Million

3.5 Million

2.1 Million

13©2015 Skyword[3] Nielsen Research 2015

2015 US Hispanic Market by the Numbers

$1.5 trillion USD in US Hispanic buying power is estimated in 20153

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¿Habla español?

• 60% of Spanish-speaking U.S. Hispanic consumers agree there’s a lack of Spanish digital content1

• 56% of Hispanics cite a lack of Spanish content as the primary reason for not using the Internet2

– Hispanics are Thirsty for Online Marketing, Captura Group

1 Nielsen, 2015

2 Google, 2015

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Hugo BaltaSenior Director of Multicultural Content ESPNHugoBalta.com | Twitter: @HugoBalta

• Leads initiatives raising the quality, profile and delivery of diverse news gathering and storytelling, targeting both English and Spanish-speaking US Hispanics

• Former President of National Associationof Hispanic Journalists (NAHJ)

• Expert speaker on understanding multicultural US Market with a focus on Latinos

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Se Habla English…

Pew Research Center’s 2013 National Survey of Latinos

6 in 10U.S. adult Hispanics(62%) speak Englishor are bilingual

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Se Habla English…

6 in 10U.S. adult Hispanics(62%) speak Englishor are bilingual

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36%are bilingual

Se Habla English…

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36%are bilingual

38%mainly use Spanish

Se Habla English…

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36%are bilingual

38%mainly use Spanish

25%mainly use English

Se Habla English…

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36%are bilingual

38%mainly use Spanish

25%mainly use English

59% are bilingualamong those who

speak English

Se Habla English…

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Support

Nationality

Commitment

For Latinos, It’s All in the Familism

The commitment they have for one another is born from the overwhelming feeling of “we’re all in this together.”

Familism is a core characteristic of all Latinos and regardless of acculturation support of family remains.

La familia is something all Latinos can agree on despite tracing their roots to or self-identifying from different countries.

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I am NOT Latino

The National Council of La Raza (NCLR)

65% Mexican Americans

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I am NOT Latino

The National Council of La Raza (NCLR)

65% Mexican Americans

9% Puerto Ricans

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I am NOT Latino

The National Council of La Raza (NCLR)

65% Mexican Americans

9% Puerto Ricans

3.5% Cubans

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I am NOT Latino

The National Council of La Raza (NCLR)

65% Mexican Americans

9% Puerto Ricans

3.5% Cubans

3.2% Salvadorans

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I am NOT Latino

The National Council of La Raza (NCLR)

65% Mexican Americans

9% Puerto Ricans

3.5% Cubans

3.2% Salvadorans

2.7% Dominicans

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I am NOT Latino

The remainder (15.4%) is composed of Central Americans, South Americans, or people of other Hispanic or Latino origins

The National Council of La Raza (NCLR)

65% Mexican Americans

9% Puerto Ricans

3.5% Cubans

3.2% Salvadorans

2.7% Dominicans

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George LevyDirector of Brand Partnerships US Hispanic and Latin AmericaSkyword

Hugo BaltaSenior Director of Multicultural Content ESPNHugoBalta.com | Twitter: @HugoBalta

Questions/Preguntas

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Interested in Finding Out More?

George LevyDirector of Brand Partnerships US Hispanic and Latin [email protected] |Twitter: @georgelevy

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