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Latino & the Media

Latino & the Media. --Media is a very powerful medium in forming public opinion(s) --“Representation”…who?...by who? --Inclusion vs. Exclusion Affect --Maintaining vs. minimizing the “other” --Affect on Assimilation/Acculturation --Buying power implications --Advertising impacts.

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Latino & the Media

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  1. Latino & the Media --Media is a very powerful medium in forming public opinion(s) --“Representation”…who?...by who? --Inclusion vs. Exclusion Affect --Maintaining vs. minimizing the “other” --Affect on Assimilation/Acculturation --Buying power implications --Advertising impacts

  2. Latino & the Media HOUSEHOLD SIZE: Hispanic/Latino = 3.47 All US Pop. = 2.62 FAMILY SIZE: Hispanic/Latino = 3.92 All US Pop. = 3.22 Source: American Community Survey, 2008

  3. Latino & the Media WHERE LATINOS LIVE: --Cubans = 77% in the South --Mexicans = 55% in the West --Puerto Ricans = 59% in the Northeast Source: Korzeny & Vann, 2009

  4. “Yet, like it or not, when you were born dictates the culture you will experience. …The society that molds you when you are young stays with you the rest of your life.” Source: Twenge, J.M., , Generation Me, p. 2, Free Press Pub., 2006

  5. Latino & the Media MAGAZINES READ/MONTH: Hispanic/Latino = 12.7 All US Pop. = 11.6 Newspaper Issues Read/28-Days: Hispanic/Latino = 17.2 All US = 19.9 Source: Doublebase Mediamark Research & Intelligence, 2009

  6. Latino & the Media TOP MAGAZINES READ BY HISPANICS: --People = 43%* --People en Español = 30% --National Geographic = 29% --Time = 25% --Sports Illustrated = 24% *--NUMBER OF TIMES READ IN LAST 6-MONTHS Source: Doublebase Mediamark Research & Intelligence, 2009

  7. Latino & the Media NEWSPAPER READERSHIP: HISPANICS: --Top reason = “keep up-to-date” --Community newspapers are inseparable part of local minority Communities. --Readership skews to 34-54 year-olds with household incomes of $40,000 or higher. Source: Doublebase Mediamark Research & Intelligence, 2009

  8. Latino & the Media 1/2-Hrs. of Radio Listening/Week: Hispanic/Latino = 38.5 All US Pop. = 35.8 ½-Hrs. of TV Viewing/Week: Hispanic/Latino = 57.1 All US = 62.6 Source: Doublebase Mediamark Research & Intelligence, 2009

  9. Latino & the Media TOP RADIO FORMATS for HISPANICS: --Hispanic = 39% --Contemporary hits = 29% --Adult Contemporary = 18% --Mexican/Tejano/Ranchera = 17% --Urban = 17% Source: Doublebase Mediamark Research & Intelligence, 2009

  10. Latino & the Media TV NIELSON RATINGS, ENGLISH: --American Idol = 6.5%* --Dancing with the Stars = 5.4% --Grey’s Anatomy = 4.7% --CSI: Miami = 3.6% --House = 3.6% *--Percentage of households watching a TV program out of a potential audience of 11.3 million Hispanic households Source: Nielson, 2009

  11. Latino & the Media TV NIELSON RATINGS, SPANISH: --Mañana es para siempre = 22.1%* --Gran Estreno = 18.3% --Cuidado con el Angel = 17.5% --Mujeres Asesinas = 16.5% --Aqui y Ahora = 15.0% *--Percentage of households watching a TV program out of a potential audience of 11.3 million Hispanic households Source: Nielson, 2009

  12. Latino & the Media TV VIEWERSHIP by HISPANICS: --49% of Hispanics who watch TV during prime-time hrs. watch Spanish-language TV --40% of Spanish-dominant Hispanics regularly watch English-language programming --30% of English-dominant Hispanics regularly watch Spanish-language programming. Source: Sonderup, 2010

  13. Latinos & US T.V. --“Modern Family” is the highest-rated scripted show on network television and it had [May ‘12] an overall viewership of 12.9 million, but only 798,000 were Hispanics, 6.2% --Conversely, 5.2 million Hispanics were seeing, “Lo Que No Podia Amar”, on Univision Source: New York Times, August 6, 2012

  14. Latino & the Media Times Internet is used/Month: Hispanic/Latino = 69.3 All US Pop. = 77.6 Source: Doublebase Mediamark Research & Intelligence, 2009

  15. Latino & the Media TOP 5-WEBSITES VISITED by HISPANICS: --Google sites = 78%* --Yahoo sites = 78% --Microsoft sites = 72% --Facebook.com = 45% --Ask Network = 38% *--Percent responding that they visited site in last 30-days Source: comScore Media Matrix, 2010

  16. “What’s most effective is to make a fresh statement in a familiar way.” [“What’s most effective is to make a familiar statement in a fresh way.”] Clive Davis

  17. Hispanic spending power will rise to $1.5 trillion by 2015, nearly 11% of total US purchasing power.Source: Selig Center for Economic Growth, Georgia Tech University, 2012

  18. “Hispanic media spending…does continue to grow faster than general market media every year, posting 4.6% growth in 2011 to top 7 billion, compared to a slender 1.1% increase for all US media.” Source: Hispanic Fact Pack, 2012 edition, AdAge, 2012

  19. “When you are not wanted in, you want it, but maybe making you want in is the sense of the wall, its purpose.”Joshua Cohen

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