Wasserman Media Group Presents: Hispanic Influence in the U.S.


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Wasserman Media Group Presents: Hispanic Influence in the U.S.

  1. 1. Hispanic Influence in the U.S. Now that Hispanic Heritage Month has concluded, we want to acknowledge that the contributions of Hispanic and Latino Americans to the United States go much deeper than what can be celebrated in just one month. We hope you enjoy what you are about to see. 2
  2. 2. Hispanic Influence in the U.S. Source: Nielsen, Pew Hispanic Research, Forbes 3
  3. 3. Hispanic Influence in the U.S. The impact Hispanics have had on this country is immeasurable. Especially when it comes to the worlds of sports, music, entertainment, fashion, food and technology. There are many factors driving these influences, but what cannot be ignored is that without these contributions our landscape would look and feel very differently. Let us show you what we mean… 4
  4. 4. What is Influence? in·flu·ence According to the Merriam-Webster Dictionary, the word influence is defined as the power to change or affect someone or something: the power to cause changes without directly forcing them to happen. 5
  5. 5. Hispanics’ Influence in Sports 6
  6. 6. Can you imagine Major League Baseball without the likes of Roberto Clemente, Tony Pérez or Albert Pujols? What would the NBA be without the current influx of Latin players like Manu Ginóbili, J.J. Barea and Al Horford, just to name a few? Or can you imagine boxing without a Roberto Durán, Tito Trinidad or Juan Manuel Márquez? And don’t get us started on soccer without Pelé, Diego Maradona or Lionel Messi. 7
  7. 7. Think about all of the records, milestones and amazing achievements that would have never taken place without their contributions. Sports as we know them, would be a different landscape and arguably, not as exciting. If you love sports like we do, this is not a world that we would want to live in. 8
  8. 8. So how influential have Hispanics really been, you ask? In 1990, Latinos made up 13% of the players in MLB. In 2013, Latino baseball players made up 28.2% of MLB opening day rosters according to the MLB league office. Source: The Institute for Diversity and Ethics in Sport, The 2013 Racial and Gender Report Card: MLB 9
  9. 9. If you were wondering how the Dominican Republic dominated this year’s World Baseball Classic (WBC), well… It is pretty simple, 89 MLB players are from the Dominican Republic, the largest contribution of any country after the United States. The WBC Dominican Team counted with 20 current MLB players with combined 2013 salaries of $104,590,000 which would rank 14th among all 30 MLB teams this season. Sources: Forbes.com, “The Secrets Behind The Dominican Republic's Success In The World Baseball Classic And MLB” Jessop, 2013; Fox News Latino, Opening Day: Over 28 Percent of Players Were Foreign Born In MLB Opening Day 10
  10. 10. There is no denying the impact Hispanic players have had in Major League Baseball. One of the most memorable is Roberto Clemente, a 12 time All-Star who won 4 National League batting titles and reached the 3,000 career hits milestone. His contributions were so significant on and off the field that the five year waiting period to be inducted into the Hall of Fame was waived, effectively making Roberto Clemente the first Hispanic baseball player inducted in 1973. Today, he shares that honor with eight other amazing players. Source: Huffington Post, Hispanic Baseball Hall of Fame Players 11
  11. 11. Not only are Hispanic players having a major impact on the field, they are also playing a major role off the field. During the second half of the 2013 season, among the top 10 best selling MLB jerseys 5 of them are of Hispanic players: • • • • • Mariano Rivera Yasiel Puig Manny Machado Yadier Molina Yoenis Céspedes Source: NBC Sports, Hardball Talk, 9/26/13 12
  12. 12. In 2001, ESPN launched ESPN Deportes with just Spanishlanguage coverage of Major League Baseball. ESPN Deportes went on to become a full fledged 24-hour Spanish-language sports channel on January 7, 2004. 13
  13. 13. Now, with the unprecedented growth of the U.S. Hispanic market, there are 5 fully dedicated Spanish-language sports channels. One of the new entrants, Univision Deportes, launched in 2012, has reached the 23 million subscriber milestone in just one year. In addition, sports like soccer are receiving more air time on the traditional Spanish-language networks. Sources: The Futon Critic, ESPN Deportes and ESPNEWS Now Available on WatchESPN, Univision 2013 Upfront 14
  14. 14. With new competition for content, there has been a significant increase in media rights fees. For example, Univision paid $325 million for the 2010 and 2014 World Cups. More recently, Telemundo felt the property was so valuable to their business that they spent $600 million for the 2018 and 2022 World Cups. Sources: Reuters, SB Nation 15
  15. 15. What’s crazy is... This amount exceeded what Fox spent for the English-language rights for the same World Cups by 41%. Telemundo = $600 million vs. Fox = $425 million Sources: Reuters, SB Nation 16
  16. 16. When it comes to Millennials’ interest in sports, action sports such as skateboarding, BMX, and snowboarding rise to the top. ESPN saw the potential of these sports when they launched the X-Games in 1995. Since then, these sports have grown to the point of achieving inclusion in the Olympic Games. Source: ESPN Article, Latino Influence Shapes Action Sports 17
  17. 17. Latinos have been at the center of this evolution. Athletes such as… • Travis Pastrana who is considered a pioneer in action sports has won 10 XGames gold medals in various disciplines in motocross and rally. • Bob Burnquist has appeared in every Summer X-Games and has amassed 25 skateboarding medals in Vert and Big Air most recently claiming 3 gold medals in 2013. • Paul Rodriguez III, better known as P-Rod, has emerged as one of the premier skaters having won 8 X-Games medals in the Street category. 18
  18. 18. P-Rod’s accomplishments and influence were recognized by Nike when they made him the first action sports athlete -- and the first Mexican-American -- to sign a signature shoe deal. In 2013, they released the 7th model in the series. Source: ESPN Article, Latino Influence Shapes Action Sports 19
  19. 19. Now lets put on our boxing gloves… Do you remember the so called “Fight of the Millennium” between Oscar de la Hoya and Félix Trinidad in 1999? The bout was highly anticipated and set the pay-per-view (PPV) record at the time for a non-heavyweight fight with 1.4 million buys. Source: thesweetscience.com 20
  20. 20. Equally as exciting for boxing have been the four encounters between Manny Pacquiao and Juan Manuel Márquez. Although Pacquiao won the first three fights, Márquez finally claimed his prize on December 8, 2012 by knocking down Pacquiao in the sixth round. This rivalry has become one of the best in boxing history. 21
  21. 21. Most recently, the Floyd Mayweather versus Canelo Álvarez fight shattered the PPV record becoming the highest grossing PPV fight of all time. It generated $150 million in revenue from 2.2 million PPV buys. A key driver are Hispanics between the ages of 18-29 who purchase on average 33% of all PPV fights in the U.S. Sources: ESPN.com, Sports Business Daily Article, ESPN Ink Multiyear Boxing Deal Centered on PPV Fights 22
  22. 22. However, Boxing better be careful. MMA has risen to be one of the most popular sports in the Hispanic market. Almost 40% of Hispanic males, 18-34 years of age, consider themselves avid UFC fans. Check out this side by side comparison: Measure Boxing MMA Total Fans 47 M 41 M Avid Fans 12 M 11.9 M 18-34 Age Fans 43% 56% Hispanics 27% 19% 3-Year Growth Trends 3% 11% Source: Hispanic Market Info Article, A New Passion in the Hispanic Culture: MMA, Simmons 2012, 2012 ESPN Sports Poll 23
  23. 23. Not only are Hispanic athletes making a major impact in professional sports, but they are also having a strong influence in the Olympics. Would you believe… Hispanic athletes contributed to 12 U.S. medals in the 2012 Summer Olympic Games. Among the most notable athletes are swimmer Ryan Lochte, gymnast Danell Leyva, basketball player Carmelo Anthony, soccer player Amy Rodríguez, and long distance runner Leo Manzano. Source: Huffington Post Article, Latino Olympians 2012 24
  24. 24. Talking about Olympics, try this one on for size… The López siblings, Steven, Mark, Diana and Jean (coach) were all USA National Team Members in Taekwondo. In April 2005, they made sports history when they claimed world championship titles at the 2005 World Taekwondo Championships with their oldest brother, Jean, as their coach. Then, as if this wasn’t enough, they made history again at the 2008 Beijing Olympics when they became the first three siblings since 1904 to make the same Olympic team. By the way, they all won medals. Source: “Olympics-Lopez Trio Will Be Brother-Sister Act in London”, Keating, 2012. 25
  25. 25. It is evident that Hispanics have changed the face of sports in this country and beyond, forever. Let us surprise you even further with our Hispanic’s Influence in Music, next. 26
  26. 26. Hispanics’ Influence in Music 27
  27. 27. More than a decade ago, the biggest Latin music artists in the U.S. predominantly came from Latin America. Today, this trend has reversed. The U.S. has become a distributor of Latin talent to the rest of the world. Artists such as Jennifer Lopez and Pitbull have grown to become worldwide household names. Online music distribution, population shifts and cross cultural mixing, have changed the sound not just of Latin music, but most importantly, American music in general. 28
  28. 28. So let’s start with the Grammy’s… As a virtual unknown, Christina Aguilera beat out Britney Spears in the “Best New Artist” category in 2000. At the same show, Carlos Santana won 8 Grammys for the hit album Supernatural. Santana managed to tie Michael Jackson’s record for the most Grammys won by a single performer in one night. Source: Latina Magazine 29
  29. 29. By the way the winners we just highlighted are competing in the mainstream categories and not in the four Latin Music specific categories below: • • • • Best Latin Pop Album Best Latin Rock, Urban or Alternative Album Best Regional Mexican Album (Including Tejano) Best Tropical Latin Album Source: grammy.com 30
  30. 30. Other notable Grammy moments include… Tito Puente as the only Latin artist to ever receive the Grammy Lifetime Achievement Award. He was honored in 2003. Juanes became only the fifth Latino musician to perform live in the show's 55-year history. Shakira, Ricky Martin, Jennifer Lopez, and Marc Anthony have previously graced the stage. Source: Latina Magazine 31
  31. 31. Four categories seem OK, but there was still more amazing music to be acknowledged… This led to the formation of the Latin Academy of Recording Arts & Sciences (LARAS) in 1997. LARAS was formed to recognize outstanding achievement in the music industry honoring works produced anywhere around the world that were recorded in either Spanish or Portuguese and is awarded solely in the United States. Source: latingrammy.com 32
  32. 32. Now there’s an entire show… On September 13, 2000 the Latin Grammy Awards were broadcast for the first time on CBS from STAPLES Center in Los Angeles. Some of the night’s biggest winners included Maná, Luis Miguel, and Santana. Source: latingrammy.com 33
  33. 33. From the red carpet to the world’s biggest stage… Ricky Martin is set to sing again (unofficially) for the FIFA World Cup in Brazil next summer through a contest created by SONY. The pop superstar became a crossover sensation after he performed the official theme song, Cup of Life, during the 1998 World Cup in France. Significantly enough, Shakira sang the theme Waka Waka (This Time for Africa) for the 2010 World Cup in South Africa. Source: Latina Magazine, Billboard 34
  34. 34. Speaking of the biggest stage, would you believe… That in 2011, rock band Maná tied Britney Spears with eight soldout shows at Los Angeles' STAPLES Center. Then in April 2012, they returned for another career milestone: three more sold-out nights, giving them a total of 11. This mark for most sold out shows at the venue was later tied by Taylor Swift. Source: Billboard 35
  35. 35. Don’t forget about the Billboard Charts. Hispanics more often than not, are at the top! Enrique Iglesias once again conquered the Billboard Dance Chart with his new smash single Turn Up the Night— his thirteenth #1. Already holding the record for most #1's, he increased that number yet again this year. On September 9, 2013, Ariana Grande's Yours Truly was on top of the Billboard 200 by a sizable margin beating out Tamar Braxton and Nine Inch Nails. Grande is the first female artist to debut at No. 1 with a debut album since January 2010. Source: Billboard 36
  36. 36. Hispanic musicians are also receiving the highest of honors… Two out of the five recipients of the 2013 Kennedy Center Honors, considered the nation's highest honor for those who influence American culture through the arts, are Hispanic -Carlos Santana and Martina Arroyo. Source: NY Times 37
  37. 37. And standing strong among the biggest and the brightest… Jennifer Lopez is the only person in the history of the entertainment industry who has managed to take her music album and movie to the top at the same time. Her second studio album, JLo, and her movie The Wedding Planner peaked on the charts and box office respectively in 2001. On the 2012 FORBES Celebrity 100 list, a ranking of the most powerful people in entertainment, Jennifer Lopez came in first place besting media mogul Oprah Winfrey and pop singers Justin Bieber, Rihanna and Lady Gaga. Source: People Magazine, Forbes 38
  38. 38. This success has led to many artists wanting to collaborate… Pitbull has become a worldwide sensation for his hit singles working with the top names in the music industry. His Billboard chart topping song, Give Me Everything featuring Ne-Yo, Afrojack and Nayer, was named by many as the anthem of the 2011 summer. Many of today’s biggest music stars long to collaborate with him because of his success on the music charts. He collaborated with approximately 22 different artists in 2011 and 2012 alone. Source: examiner.com 39
  39. 39. Latin music is front and center even on primetime TV… Juanes performed on one of the highest rated shows on primetime television, ABC’s Dancing with the Stars. He performed an all-Spanish set for their Latin Night on April 29, 2013. 40
  40. 40. Even President Obama is a fan... Every year President Obama invites Latin music artists to perform at the White House in celebration of Hispanic Heritage Month. Some of the artists who have performed (this year’s event was postponed following the Navy Yard Shooting) include: Aventura, José Feliciano, Gloria Estefan, Ricky Martin, Prince Royce, Arturo Sandoval, Marc Anthony, Raul Malo, Alejandro Sanz, and Marco Antonio Solis. 41
  41. 41. Have you heard this song before? José Feliciano's version of Feliz Navidad (in which he plays both an acoustic guitar and a Puerto Rican cuatro) is one of the most downloaded and aired Christmas songs in the United States and Canada. It was also recognized by the American Society Of Composers, Authors and Publishers (ASCAP) as one of the top 25 most played and recorded Christmas songs around the world. Source: ASCAP 42
  42. 42. Do you know what these chart topping artists have in common? Bruno Mars Mariah Carey Demi Lovato Maxwell Miguel Taio Cruz Irene Cara Kid Cuti Fergie They are Latino! 43
  43. 43. Hispanic influence also extends to the symphony… Gustavo Dudamel is in his fifth season as Music Director of the Los Angeles Philharmonic. His remarkable success was rewarded with a contract extension through 2018-19, the orchestra’s 100th season. Source: laphil.com 44
  44. 44. Hispanics keep radio alive! About 95% of Hispanic consumers tune in to radio in an average week. Listenership among Hispanic consumers is bigger than other ethnic groups. Radio remains a reliable entertainment and information source for Hispanic listeners, regardless of their language preference, country of origin, age, gender, income, or listening location. Radio’s reach among 25-54 year old Hispanic listeners is even better, reaching nearly 97% of women 35-44 weekly. Source: Arbitron 45
  45. 45. And not only through the airwaves… Approximately 32.7% of all Hispanics have logged on in the past month to an internet radio website such as Pandora Radio, iHeartRadio, Radio.com or Slacker.com. The figure represents 4.2 million Hispanic internet radio listeners in The Media Audit’s top ten markets. Source: Arbitron 46
  46. 46. So what are Hispanics listening to? As you will see it’s not just in Spanish… 1. 2. 3. 4. 5. 6. Mexican Regional* Spanish Contemporary + Spanish Hot Adult* Contemporary Pop CHR Rhythmic CHR Adult Contemporary + Soft Adult Contemporary 7. Spanish Adult Hits* 8. Hot Adult Contemporary 9. Country + New Country 10.Classic Hits 11.Spanish Tropical* 12.Classic Rock 13.Spanish News/Talk* 14.Spanish Variety* 15.Spanish Religious* 16.Tejano* *Spanish-language Source: Arbitron 47
  47. 47. Latin music has influenced many music styles. According to several America’s Music essays… The “Spanish tinge” made its way into the popular music of the 50s and beyond, as artists from The Diamonds (Little Darling) to the Beatles (And I Love Her) used a distinctive Latin beat in their hit songs. Caribbean sounds also became part of the language of Rock & Roll when Carlos Santana's soulful electric guitar brought them together with the blues, and popularized Tito Puente's Oye Como Va for a national audience. It is no coincidence that Rock & Roll and Latin music have the same cord progression, bass lines, and rhythms; using 1-2-cha-cha-cha as the main one. Source: America’s Music Series, Milner Library 48
  48. 48. Now that we have you snapping your fingers and tapping your feet to your favorite Latin artists… Please check out our Hispanic’s Influence in Entertainment next. 49
  49. 49. Hispanics’ Influence in Entertainment 50
  50. 50. Back in 1945 Latina singer and dancer Carmen Miranda was the highest paid actress in the U.S., but still could not get past being typecast in cameo roles as a comic dancer with fruit piled high on her head. For the first half of the 20th century Latinos faced many challenges in Hollywood with film studios often casting Latino males as lazy or untrustworthy characters. Even roles described specifically as Latino were often cast with white actors who used make-up to darken their skin. Nowadays, Hispanics have become a veritable force to be reckoned with, in and out of Tinseltown. Wait till you see who the highest paid actress in TV is today, 68 years later! 51
  51. 51. Hispanics are bona fide moviegoers! According to Nielsen, Hispanics saw more movies in 2012 than any other demographic group – 9.5 on average, up from 8.5 in 2011. That’s one movie roughly every six weeks. This is significant when considering that Hispanics accounted for 25% of all movies seen. Source: NBC Latino, Nielsen Report 52
  52. 52. Hispanics don’t usually worry about spoiler alerts! 65% of Hispanic moviegoers, 18-34, prefer to see a movie anytime within the first two weeks of release– more than nonHispanics (52%). 28% of Hispanics, 18-34, who go to the movies prefer to go during opening weekend – double the rate of non-Hispanics (14%). Source: Navigation Partners Article, Hispanics and the Movies 53
  53. 53. And speaking of opening weekends, Hispanics are apparently Fast and Furious! As reported in Yahoo Movies, “The film Fast & Furious 6, roared to $120 million during this year’s Memorial Day weekend making it the driving force behind the biggest ever such weekend at the domestic box office. Latinos made up 32% of its audience, as they did for the previous entry in Universal's muscle car franchise Fast Five, and this film is now on track to pass that one as the highest-grossing in the series.” Source: Yahoo Movies, Latinos Shift Fast and Furious 6 Into Overdrive at Holiday Box Office 54
  54. 54. Here is another box office record! The recently released film Instructions Not Included grossed $10,400,000 from 347 theaters in its opening weekend in the U.S. The feature notched a sizzling $29,823 per theater average — the best result in the Top 50 by a factor of four. The film "shattered box office records" and became the "highest grossing Spanish-language film to open in North America," and by the second weekend the number of theaters showing the film doubled. According to Box Office Mojo, as of September 30th, the film has grossed $38,853,119 in domestic theaters. Source: Fox News Latino 55
  55. 55. And let’s not forget about this great classic. West Side Story won ten Academy Awards in its eleven nominated categories, including “Best Picture.” Needless to say, West Side Story is still one of the best film adaptations of a musical ever created, and one of the finest musical films ever made. Source: IMDb and AMC Filmsite 56
  56. 56. Here is an accolade few can claim… Actress Rita Moreno, who played “Anita” in West Side Story, is the only Hispanic actress, and one of the few performers to have won an Emmy, a Grammy, an Oscar and a Tony award. Source: IMDb 57
  57. 57. Oscar is a good friend to Hispanic actors. Throughout the history of the Academy Awards, Hispanics have won 39 awards and have had nearly 140 nominations. Source: IMDb, oscars.org 58
  58. 58. Do you know what Sin City, Gravity, Harry Potter and the Prisoner of Azkaban, Children of Men, Pacific Rim, Blade II, Hellboy, and Spy Kids all have in common? They were all directed by Hispanic directors. Robert Rodriguez, Guillermo del Toro and Alfonso Cuarón have become some of the most sought after film directors of today. 59
  59. 59. Now, lets talk about the small screen. If you are a network executive how do Hispanics fit into your marketing plans? Let us help you out, Hispanics are tuning in, in solid numbers. Here are the highest rated English-language programs among Hispanic viewers. • • • • The Voice The Big Bang Theory Modern Family American Idol • • • • The Following Dancing with the Stars Once Upon a Time Scandal Source: Hispanic Market Weekly 60
  60. 60. Some top Hispanic executives have key roles at the networks and are well positioned to continue the charge for how Hispanics are portrayed and marketed to. • • • • • • ABC - Marla Provencio, CMO, ABC Entertainment Group CBS - Nina Tassler, President, CBS Entertainment CBS - Javier Avitia, SVP, Business Affairs CBS - Edith Mendoza, VP, Comedy Series Development FOX - Erik Moreno, SVP Corporate Development, Fox Broadcast Company NBC – Cesar Conde – EVP, NBC Universal International Source: The Wrap Article, Imagen Foundation Unveils Its Most Influential Latinos List 61
  61. 61. Univision had another record to celebrate in July... According to a Univision press release, the broadcaster topped the prime time ratings for the month of July among viewers ages 18 to 49. The accomplishment marked the first time a Spanish-language broadcaster has held the top rating for that demographic over a month. “For the first time ever, the Network’s no-repeat lineup of primetime novelas, variety and sports made Univision America’s New #1 Network among both adults 18 – 34 and 18 – 49, including men and women. In any language.” Source: Huffington Post, PR Newswire 62
  62. 62. Just because Hispanics are tuning in to English-language TV it doesn’t mean that Spanish-language TV has lost its power. The grand finale of the telenovela Amores Verdaderos drove Univision to the No. 1 broadcast network ranking among Adults 18-49 and No. 2 among Adults 18-34 on July 28, 2013. The finale delivered an average audience of 5.2 million viewers, making Univision the No. 2 broadcast network for the entire night ahead of ABC, NBC and FOX. Source: zap2it.com 63
  63. 63. As we mentioned earlier, 68 years ago the highest paid actress in Hollywood was a Latina. Today, we have another Latina at the helm. Sofia Vergara topped Forbes’ list of highest paid actresses on TV at $30 million per year. Way to go Sofia…way to go! Source: Forbes List 64
  64. 64. Since we live in an ever connected mobile world, we cannot ignore Hispanic celebrities on social media. Check this out! According to a 2012 Forbes article, Latino celebrities have over 600 million followers on Facebook and Twitter alone. To put it into perspective, this fan base is larger than the population of the United States, Spain, and Brazil combined. These celebrities are also adding at least ten thousand new followers each day. Here are some of the most followed: • • • • Shakira: 52.5M Facebook fans and 17.6M Twitter followers Jennifer Lopez: 12M Facebook fans and 7M Twitter followers Selena Gomez: 12.3M Facebook fans and 33M Twitter followers Juanes: 4.2M Facebook fans and 5.8M Twitter followers Source: Forbes 65
  65. 65. Hispanics have clearly played a major role in the entertainment industry and show no signs of slowing down. Get ready to be “stylized.” Check out our Hispanic’s Influence in Fashion, next. 66
  66. 66. Hispanics’ Influence in Fashion 67
  67. 67. A 2001 New York Times Style Article extolled that “Latino Style Is Cool. Oh, All Right: It’s Hot.” The article went on to state that Latinos “are admired as avatars of urban chic.” But are Latinos that style-forward and trend setting, or is it just a generalization or stereotype? Source: New York Times, 2001 Latino Style Is Cool 68
  68. 68. A Tr3s 2012 study titled “Hispanic Adult Millennials Living the ‘Next Normal’” took a close look at the fashion preferences of bilingual, bicultural Hispanic women ages 18 to 29. They found that: • 61% want to make a unique, current style statement – compared with 49% of non-Hispanics • 47% like to experiment with new clothing styles (vs. 34%) • 42% keep up with the latest fashions (vs. 30% ) • 36% like to make a unique fashion statement (vs. 24%) Source: Tr3s Research, Hispanic Adult Millennials Living the Next Normal 69
  69. 69. Is that enough proof for you? If you said no, then: According to a survey conducted by WSL Strategic Retail of 1,950 Hispanic customers, Hispanic women represent the most passionate and proactive shopper segment searching for deals across all retail channels. Source: WSL Strategic Retail of 1,950 Hispanic Customers Research 70
  70. 70. Latinas not only desire the latest fashion, they act on that impulse. According to a Latina Insights survey of 300 Hispanic women, acculturated Latinas spent $618 over a period of three months on apparel and accessories. Source: WSL Strategic Retail of 1,950 Hispanic Customers Research 71
  71. 71. If that sounds like a lot of money, it’s because it is. So what are they buying with all of that cash? The top-five brands she purchased in order were: 1. Victoria’s Secret 2. Forever 21 3. Old Navy 4. H&M 5. Ann Taylor Loft Source: WSL Strategic Retail of 1,950 Hispanic Customers Research 72
  72. 72. Can you guess the next 12 on the list? Come on give it a try and see how many you get right. 73
  73. 73. 1. 2. 3. 4. 5. 6. Michael Kors New York & Co. Express Gap Levi’s Coach 7. 8. 9. 10. 11. 12. Banana Republic BCBG Max Azria Guess Calvin Klein Jones New York Kenneth Cole What would be on your list? Source: WSL Strategic Retail of 1,950 Hispanic Customers Research 74
  74. 74. If you are a retailer, you are either smiling right now or beating your head against the wall for not capitalizing on this great opportunity. Well let me add more fuel to the fire. According to the NPD Group’s Consumer Tracking Service, Hispanics represent about 15% of total apparel sales, spending about $29.3 billion on apparel for the 12-month period which ended September 30th. Hispanics spend (on average) more than non-Hispanics on clothing and footwear. Source: The NPD Group 75
  75. 75. Ahh shoes…sorry I drifted there for a second. If you remember the show Sex and the City, a woman has a right to her shoes and Hispanic women are exercising that right to the best of their ability. According to the NPD Group, Hispanic women now account for nearly one in every $5 spent on women’s fashion footwear. That amounts to an estimated $3.3 billion in the year June 2012 to May 2013, representing 18% of total women’s fashion footwear. Source: NPD Group, Hispanic Women Now Account for Nearly 20% of Footwear Sales Article 76
  76. 76. Diamonds are not just a girl’s best friend or a Rihanna hit song, it is a Latina must have. According to a 2011 study by the Jewelry Consumer Opinion Council, 8 out of 10 Hispanic consumers will purchase fine jewelry in the next 12 months. The survey found that the appetite for watches, diamonds, and gemstones among Hispanics had exploded growing to $8.7 billion in revenue, a sixfold increase over their 2005 study. Source: 2011, Jewelry Consumer Opinion Council Survey 77
  77. 77. Hispanic women are not just buying for themselves, they are taking care of the whole family. According to Nielsen, 66% of Hispanic women make most clothing purchasing decisions for their households. Source: 2013, Nielsen Latinas Are A Driving Force Behind Hispanic Purchasing Power In The U.S. 78
  78. 78. Latinos make sure their children also have their own sense of style. According to Nielsen, Hispanics were accountable for 19.2% of the total sales of infants’ and children’s clothing. And according to Mintel, Latinos purchase a wider variety of footwear for their children, such as winter boots, sandals/flip flops, and dress shoes, than any other ethnic group. Source: Nielsen, Mintel Shopping for Children’s Footwear Report 2012 79
  79. 79. So where are Hispanics going to purchase the latest fashions? Well there is still a high preference for department stores with visits increasing 17% from 2007-2011 (compared to 6% for nonHispanics). Source: Univision, Retail Fast Facts 80
  80. 80. According to Mintel, the top 5 department stores Hispanics shop at are: 1. J.C. Penney 2. Sears 3. Macy’s 4. Nordstrom 5. Luxury Department Stores Source: Mintel Research 81
  81. 81. Latinos are tech savvy and know how to hunt for bargains online. According to a joint study from Geoscape and Scarborough, 28% of online Latinos have purchased clothing or accessories from the Internet. Source: Geoscape and Scarborough Study 82
  82. 82. We not only buy it, we watch it, we read about it and talk about it…. When you search the top Latina Bloggers, most of them have some material about their own sense of Fashion. Publishers are noticing too. In 2012, Hearst Magazines launched Cosmopolitan for Latina to “answer the call of a new generation of Latinas who celebrate both of their cultures, and are seeking content that reflects their unique lifestyles.” Source: 2012 Hearst Press Release, Hearst Magazines Introduce Cosmopolitan for Latinas 83
  83. 83. Latinos not only know how to wear the latest fashion but they are creating it too. Narciso Rodriguez was catapulted onto the global spotlight when he designed the wedding dress of the late John F. Kennedy Jr.’s wife, Carolyn Bessette. His award winning designs are known for their clean lines and minimalistic approach. 84
  84. 84. Narciso Rodriguez is also a favorite of First Lady Michelle Obama. Other First Lady favorites include: Isabel Toledo and María Cornejo. Isabel Toledo, is well trained as a Parson’s New School of Design and FIT alum. The whole world got to see her talent when the First Lady wore one of Toledo’s dresses and coats to the 2009 inauguration. 85
  85. 85. But way before First Lady Michelle Obama, there was the first trend setting and most unforgettable First Lady of Camelot. Jacqueline Kennedy (later Onassis) was known to prefer French fashion, but she made room for top Latino designers Oscar de La Renta and Carolina Herrera. 86
  86. 86. Oscar de la Renta is one of the leading fashion designers in the world dressing more than one First Lady in his career. Today, forty-eight years after he launched his label, his business empire has grown to more than $600 million a year. His work has been recognized through numerous Coty Awards (the US fashion industry equivalent to the Oscars) and this year he received the highly-coveted Founders Award at the 2013 Fashion Designers of America Awards. The award was aptly presented to him by former Secretary of State Hillary Clinton. Source: biography.com, Vogue 87
  87. 87. Carolina Herrera is equally accomplished. Most recently receiving the Fashion Group International Superstar Award and the Style Awards Designer of the Year in 2012. As of last year, there were 18 Carolina Herrera and CH Carolina Herrera boutiques in the world. Her designs are carried in 280 stores across 104 countries. No wonder she was tapped by Jacqueline Kennedy Onassis to design her dress for her daughter Caroline's wedding in 1986. Source: CNN, How Carolina Herrera turned being chic into big business, by Felicia Taylor 88
  88. 88. There is a group of up and coming and very talented Latino designers ready to carry the torch from these great trailblazers. Did you know that there has been a Latino designer competing in every season of the show Project Runway? Unfortunately, the top prize has alluded them, but two contestants have come close to winning it all - Emilio Sosa in the 7th season and Mondo Guerra in the 8th season. 89
  89. 89. Did you catch Mercedes-Benz Fashion Week in NY a few weeks back? If not, you missed some great designs by Latino designers such as Pamela Gonzales, Paola Hernandez, Gabriela Perezutti, Cenia Paredes, and Cesar Galindo. According to the NY Daily News these Latino designers “made a statement with fashion-forward appeal.” Source: 2013, NY Daily News 90
  90. 90. When you think back on the 1990’s, you will inevitably reminisce about the music of Nirvana or Michael Jordan’s exploits in Chicago or the classics such as Dawson’s Creek and Clueless. But the 1990’s also gave us two amazing inventions the Walkman and Super Models. 91
  91. 91. Latina Christy Turlington was among the first five women to be coined super models. These five top stars are credited for “positively changing the ideals of beauty due to their individual and idiosyncratic looks.” And we can thank British Vogue for that. A January 1990 cover presented the five models - Naomi Campbell, Cindy Crawford, Christy Turlington, Linda Evangelista, and Tatjana Patitz – for the first time together and the rest is history. Sources: Leisa, Barnett. "Those Jeans Look Super". Vogue.com.uk. Retrieved 16 July 2007. Brown, Laura (March 2009). "Classic Lindbergh – this image is responsible for defining the era of the supermodel". Harper's Bazaar. 92
  92. 92. Latinos are continuing to stir things up on runaways and covers of countless magazines. Top Latina Models include: Helena Christensen, Christy Turlington, Isabeli Fontana, Joan Smalls, Sessilee Lopez, Jaslene Gonzalez, Arlenis Sosa, and Omahyra Mota. And let’s not forget the men: Ruben Cortada, Gabriel Pérez, Pablo Contreras, and Franco Noriega to name a few. 93
  93. 93. Being on the cover of the Sports Illustrated Swimsuit Issue is considered a huge honor within the modeling world. The cover model is announced on The Late Show with David Letterman to much fanfare before the issue hits newsstands. A few Latinas have held that honor more than once: • Elsa Benítez in 2001 and then in 2006 for a mega cover with seven other models. • Yamila Díaz in 2002 and then also in 2006 for the mega cover. 94
  94. 94. In case you were thinking of a career switch, Forbes Magazine has confirmed that it does pay to be a model. Brazilian Gisele Bündchen, leads the pack of highest paid models for the seventh year in a row with $42 million in earnings, seven times as much as second-place Australian Miranda Kerr (and a bit more than her husband’s, Tom Brady, $38.3 million). Joan Smalls also made the list at #8 with reported earnings of $3.5 million. Smalls became the first Latina ambassador for Estée Lauder in 2010 and has since filled her client list with other stellar names such as: Victoria’s Secret, H&M, Fendi and Givenchy. Source: 2013, Forbes, The World’s Highest-Paid Models 95
  95. 95. The Brazilians really deserve their own presentation. So here is some food for thought! To be honest with you, I am not sure what is in their water, but they definitely know how to produce Victoria’s Secret models such as Alessandra Ambrosio, Adriana Lima, and Gisele Bündchen. The funny thing is there is not one single Victoria’s Secret brick and mortar store in all of Brazil. Brazilian men are not to be left behind, Miro Moreira, Arthur Sales and Diego Cristo are some of the most on demand models around the world. Google them and you will see why. 96
  96. 96. Now that we have super charged your sense of sight, how about we charge your sense of smell and taste. Please check out our Hispanic’s Influence in Food, next. 97
  97. 97. Hispanics’ Influence in Food 98
  98. 98. Food can be used as an identifier of ethnicities and cultures. But for Hispanics, it’s more than that. Some U.S. Hispanics may not be able to speak their ancestors’ native language or always understand the politics of their parents’ homeland, but FOOD always allows Hispanics to connect to their roots. 99
  99. 99. Therefore, Hispanics are good for business… U.S. Hispanics are an increasingly important customer base for the foodservice industry — they make some 6 billion restaurant visits and spend $30 billion annually. Source: The NPD Group/ CREST® Hispanic, http://www.restaurantindustrytrends.com/briefs_aug12b.html 100
  100. 100. And… Spent over $53 billion on food away from home in 2010. Over the five-year period from 2005—2010, Hispanic spending on food away from home grew at an average annual rate of 6.3% while total U.S. consumer spending in the category grew just 3.7%. Source: IHS Global Insight, 2011 Hispanic Monitor 101
  101. 101. And… Hispanic consumers are projected to account for 25% of the increase in consumer spending on food away from home from 2010—2015. Source: IHS Global Insight, 2011 Hispanic Monitor 102
  102. 102. That means Quick Service Restaurants win too… The average Hispanic household spends 16% more annually at QSRs than the typical non-Hispanic household ($2,248 per Hispanic home vs. $1,933 per non-Hispanic home). Source: IHS Global Insight, 2011 Hispanic Monitor 103
  103. 103. And Hispanics bring the whole family to eat. 44% of Hispanic QSR users visited with children versus 33% of non-Hispanic users (133 index). Larger parties can translate to larger checks for restaurants. Source: Experian Simmons NCS/NHCS,Fall2010, Adults Full Year, Base: A18+ and visit any QSR 104
  104. 104. The Hispanic influence isn’t limited to going out to eat. The shopping aisles are changing too. No company other than Goya is a better example of this… 105
  105. 105. In 1936, Prudencio Unanue founded Goya and “started selling olives and olive oil to Spanish immigrants, first in his storefront and then distributing to bodegas throughout New York and New Jersey.” Source: Forbes article, How Goya Became One of America’s Fastest-Growing Food Companies 106
  106. 106. “After World War II brought waves of Puerto Rican immigrants to New York, he added yuca, plantains and gandules to his product line. When the 1950s brought the Cubans and the 1960s the Dominicans, Unanue added black beans, guava paste and coconut–and distribution across the East.” Source: Forbes article, How Goya Became One of America’s Fastest-Growing Food Companies 107
  107. 107. Goya built their business with the U.S. Hispanic market in mind… According to Nielsen, they own a 25% market share among authentic Hispanic food brands. Source: Forbes article, How Goya Became One of America’s Fastest-Growing Food Companies 108
  108. 108. More recently, Goya has been targeting non-Hispanics. In 2012, Goya gained an extra percentage point in households where they ran general market ads of an “African-American mother stirring Goya yellow rice and a blonde, blue-eyed mom seasoning chicken with adobo.” Source: Forbes article, How Goya Became One of America’s Fastest-Growing Food Companies 109
  109. 109. And the crossover is just beginning… Goya will continue to grow their $1.3 billion in revenues through their new partnership with Beech-Nut to introduce a new line of “Authentic Hispanic” flavored baby food. 110
  110. 110. Need more proof? Each year more salsa is sold in the U.S. than ketchup at 271 million jars to 256 million bottles. Source: SymphonyIRI Group 111
  111. 111. Now that we’ve eaten, are you ready for a drink? The U.S. remains the largest Tequila consumption market with forecasts reaching 14.71 million cases by 2016. Source: just-drinks Global Market Review of Tequila 112
  112. 112. What are you doing this Cinco de Mayo? Research shows that you probably will be having some Tequila: “Tequila accounted for 8% of total spirits sales in bars and restaurants in 2011 and 2012, but that number more than doubled on Cinco de Mayo to nearly 18%.” Source: GuestMetrics LLC on-premise reports for the Distilled Spirits Council 113
  113. 113. Frozen or on the Rocks? Similarly, Margarita accounted for 27% of total cocktail sales during 2011 and 2012. It accounted for 42% of cocktail sales on the Cinco de Mayo holiday. Source: GuestMetrics LLC on-premise reports for the Distilled Spirits Council 114
  114. 114. But it’s not just during the holiday… The Margarita is the most ordered drink in the U.S. Although it varies from year to year, but runners up are usually the Martini, Rum and Coke (also known as a Cuba Libre), Vodka and Tonic, and the Cosmopolitan. Source: Cheers On-Premise Handbook 115
  115. 115. Do you know what was the top selling imported beer in the U.S. in 2012? If you guessed Corona Extra, you would be right. Corona Extra sits atop the chart with $555 million in sales. Source: Symphony IRI Group 116
  116. 116. The Hispanic influence is not just about consumption… 117
  117. 117. Did you know that there have been 5 Latino James Beard Award winners? • • • • • Maricel E. Presilla Matt Molina José Andrés Jose Garces Michelle Bernstein 118
  118. 118. The influence is also seen by who’s nominated… The 2013 James Beard Award saw the most Latino semifinalists with 15. Source: NBC Latino 119
  119. 119. At the top of their game… Every season of Top Chef has had at least one Latino, with Angelo Sosa coming in 2nd in Season 7. 120
  120. 120. Do you know these Iron Chefs? • • • • Jose Garces – 2009 Winner Aarón Sánchez – 2007 Contestant Roberto Treviño – 2009 Contestant Mario Pagán – 2010 Contestant 121
  121. 121. Where else can you see the influence of Hispanics in food? Well according to The Daily Meal’s most influential people in America’s food industry, the top spot goes to Bernando Hernández. Source: thedailymeal.com 122
  122. 122. Need to “Google” Bernando Hernández? Don’t worry you should find him easily because according to Google ventures: “Bernardo Hernández is a director of product management at Google, serving as managing director at Zagat.” Source: Google 123
  123. 123. Any other Hispanic on that list? Yes, Jose Garces, at #18. Source: The Daily Meal 124
  124. 124. Is this Iron Chef and James Beard winner, Jose Garces? Yes, same one. So make sure you check out one of his 7 restaurants in Philadelphia or 3 in Atlantic City because it’s safe to assume that it will be good. 125
  125. 125. As hopefully we have shown, the influence of Hispanics in regards to food can be seen, smelled, and tasted across the U.S. Please check out our Hispanics’ Influence in Technology next. 126
  126. 126. Hispanics’ Influence in Technology 127
  127. 127. Technology is seen as the key to upward mobility for any nation, economy, corporation, or individual. Hispanics are Tech-Savvy both online and on mobile, but does that consumption also translate into innovation and entrepreneurship? How is it driving business? Let’s take a look… 128
  128. 128. What if every time you turned on your television, the channels were in black and white? That might seem ludicrous today, but that was the reality in 1950. 129
  129. 129. One of the first men to receive a U.S. patent for color television technology on September 15, 1942 was Guillermo González Camarena. If that was not impressive enough, this Mexican innovator was just 25 years of age at the time. Source: Mexconnect: Did You Know? Mexican inventor won first color TV patent 130
  130. 130. Did You Know? González Camarena invented the “Chromoscopic adapter for television equipment,” an early color television transmission system based on Trichromatic color. He applied for a U.S. patent (2,296,019) stating, “My invention relates to the transmission and reception of colored pictures or images by wire or wireless...” His system went on to become a standard for NASA spacecrafts. Source: Mexconnect: Did You Know? Mexican inventor won first color TV patent 131
  131. 131. 71 years later, Hispanics continue to enjoy the fruits of González Camarena’s labor. Hispanics spend an average of 17.3 hours per week watching Spanish-language TV, compared with 11.6 hours watching English-language television, according to Market Segment Research. Source: Market Segment 132
  132. 132. TV consumption in the U.S. is changing, and Hispanics are leading the charge… 34% of Hispanics own tablets and spend 68% more time watching videos on the internet compared to non-Hispanic whites. Sources: Pew Internet & American Life Project, The Nielsen Company 133
  133. 133. What if every time you had to call someone, you had to find a stationary phone? Well, we can thank Martin Cooper, considered the father of the cell phone, for his visionary invention of the first portable cellular phone. 134
  134. 134. However Did You Know? That before Martin Cooper was even born, a Brazilian born priest named Roberto Landell de Moura became the first person to receive a U.S. patent for a wireless telephone in November 22, 1904. Unfortunately, Landell de Moura did not receive the financial support he needed to move forward with his inventions. Source: Landell de Moura. By Hamilton Almeida. Tchê Comuniçãoes. Porto Alegre, Brazil, 1984 135
  135. 135. 111 years after the first Wireless Telephone patent, 60% of Hispanics own smartphones. And they are using those mobile phones to the max sending an average of 941 text messages a month and making 13 phone calls per day, 40% more than the average U.S. mobile user. Sources: Pew Research Hispanic Trends Project, The Nielsen Company 136
  136. 136. And it doesn’t stop there… Hispanics are 20% more likely to watch videos on their mobile phones compared to non-Hispanic whites and use their smartphones to access social platforms, amplifying their social engagement. Source: The Nielsen Company 137
  137. 137. Hispanics continue to shape the world of technology, years after the innovations of Guillermo González Camarena and Roberto Landell de Moura… 138
  138. 138. Hispanic executives play key roles at some of today’s most tech forward companies. These individuals are not only effecting change at their organizations, but also actively promoting Hispanic participation in Science, Technology, Engineering and Math. Check their bios out when you get the chance: • • • • • Ralph de la Vega, President and CEO of AT&T Mobility Javier Polit, CIO of The Coca Cola Company Ramón F. Baez, SVP and Global CIO at Hewlett-Packard Myrna Soto, SVP and CIISO at Comcast Juan Carlos Gutierrez, Group Vice President at Oracle Corporation 139
  139. 139. However, the greatest influence on technology from Hispanics comes from….YOU! 140
  140. 140. No more digital divide. According to a 2010 Google Study… 86% of Hispanics online have broadband. Source: Google US Hispanics 2010 141
  141. 141. The internet is so much more than a social tool for Hispanics… 65% of tech users use the internet as their primary source of information. Source: Google US Hispanics 2010 142
  142. 142. Hispanics like to research and touch tech items before they purchase… • 21% of Hispanics visit and purchase in a store; • Interestingly, 28% of Hispanics research online and purchase in store compared to 19% who research and purchase online; • Only 4% visit the store and then purchase online. Source: Google US Hispanics 2010 143
  143. 143. When Hispanics are researching online… 55% use search engines for tech-related information. Source: Google US Hispanics 2010 144
  144. 144. If you look around Hispanic homes you are likely to find: 1. 2. 3. 4. 5. 6. 7. Televisions: 83% Digital Cameras: 71% DVD or Blu Ray Players: 65% Desktop Computers: 62% Laptop Computers: 62% Mp3 Players: 60% Gaming Systems: 52% 8. Digital Video Camera/ Camcorder: 39% 9. DVR: 29% 10. Netbook: 14% 11. Tablet: 8% 12. eReader: 7% Source: Google US Hispanics 2010 145
  145. 145. Hispanics are expected to continue to drive growth in technology purchases… • Hispanics are 50% more likely to buy a video game system within the next 12 months; • 3.2 million Hispanics plan to buy a Tablet within the next 12 months; • And smartphone ownership is forecasted to grow from 43% of U.S. Hispanics in 2012 to 63% by 2016. Source: Pulpo Media, Pew Hispanic, Nielsen, Scarborough 146
  146. 146. As we look ahead, Hispanics are going to need to play a more important role in technology beyond purchasing if the U.S. is to sustain its position in innovation. Therefore, on your way home tonight buy some diet soda and Mentos and show your kids how much fun science and math can truly be. Our future depends on it. 147
  147. 147. What does this all mean? We agree with Jean-Benoit Nadeau and Julie Barlow… The United States’ Hispanic heritage runs much deeper than any stereotype. It has shaped the daily lives of Americans of every race long before Hispanics became a sought-after and acknowledged demographic. The United States isn't becoming a Hispanic nation; it has always been one. Whether Hispanics account for 15% or 16% of the population today is beside the point. Hispanic culture has been part of "America" longer than the United States has existed. It is engrained in every aspect of daily life such as sports, music, entertainment, fashion, food, technology and even politics! What the future holds is unknown, but one thing is certain; Hispanics are growing in steady numbers and have become an integral part of the success of this nation. Source: USA Today Column: Hispanic Heritage Runs deep in the USA 148
  148. 148. Wasserman Media Group 501 Brickell Key Dr, Suite 202 Miami, FL 33131 786-899-2081 www.wmgllc.com 149