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

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  • 1. @JSHernandezNY C Jacqueline Hernández CMO, Hispanic Enterprises & Content NBCUniversal Case Study “Targeting the Hispanic Demo”
  • 2. The Hispanic Market 101 How It Is Impacting The New America… Hispanic Human Truths Putting It To Work AGENDA 1 2 3 4
  • 3. TOO BIG TO IGNORE Source: Census U.S. Hispanic Population52M Buying Power$1.7T Hispanics that speak Spanish at home75% States with 1M+ population ofHispanics8 Hispanic population in the world (only second to Mexico)#2
  • 4. 5 of births are multiculturals 52% of births are multiculturals of multicultural births are Hispanics 47% of multicultural births are Hispanic
  • 5. 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.
  • 6. of births are multicultural52% of multicultural births are Hispanics47%
  • 7. THE POWER OF A CULTURE AT AN INTERSECTION
  • 8. CULTURAL DEXTERITY Connected Blending Fluid Diversity Cross-Over 9
  • 9. POP CULTURE AND TRENDS VICTOR CRUZ PITBULL ZUMBA
  • 10. TOTAL MARKET
  • 11. NEW AMERICAN DIET AS APPLE PIE AS FRIJOLES
  • 12. NATIONAL INFLUENCE What Do These Two “Heroes” Share In Common?
  • 13. More New Releases Attended Per Year Hispanics vs. Non-Hispanics56%
  • 14. 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
  • 15. FIVE HISPANIC HUMAN TRUTHS DUALITY GENDER BENDER LANGUAGE MEETS CULTURE BBL… BUZZ, BINGE, LIVE NEED FOR SPEED 1 2 3 4 5
  • 16. HISPANIA NO SUCH THING AS
  • 17. IDENTITY Latino Soy... Aquí Estoy
  • 18. 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%
  • 19. MEETS CULTURE
  • 20. SPANISH SPEAKING COUNTRIES Spanish language and Hispanic culture span 20 something countries across the same American time zones
  • 21. EL MAESTRO Have You Ever Wondered What Mun-two Means?
  • 22. THEIR “NEED FOR SPEED” PROGRAMMING
  • 23. TUNING IN AT 10PM 2011 20132012 2014
  • 24. DUALITY OF PROGRAMMING STRATEGY
  • 25. Jacqueline Hernández CMO, NBCUniversal Hispanic Enterprise & Content GRACIAS