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@JSHernandezNY
C
Jacqueline Hernández
CMO, Hispanic Enterprises
& Content
NBCUniversal
Case Study
“Targeting the Hispanic ...
The Hispanic Market 101
How It Is Impacting
The New America…
Hispanic Human Truths
Putting It To Work
AGENDA
1
2
3
4
TOO BIG TO IGNORE
Source: Census
U.S. Hispanic
Population52M
Buying Power$1.7T
Hispanics that speak
Spanish at home75%
Sta...
5
of births are
multiculturals
52%
of births are multiculturals
of multicultural
births are
Hispanics
47%
of multicultural...
NEW AMERICAN
Source: Nielsen NPM P2+, Spanish TV and ELTV (Broadcast and Cable TV ), 07/01/2013-09/09/2013; UE Analysis, H...
of births
are multicultural52%
of multicultural births
are Hispanics47%
THE POWER OF A CULTURE
AT AN INTERSECTION
CULTURAL DEXTERITY
Connected
Blending
Fluid
Diversity
Cross-Over
9
POP CULTURE AND TRENDS
VICTOR CRUZ PITBULL ZUMBA
TOTAL MARKET
NEW AMERICAN DIET
AS APPLE PIE
AS FRIJOLES
NATIONAL INFLUENCE
What Do
These Two
“Heroes” Share
In Common?
More New Releases Attended Per Year
Hispanics vs. Non-Hispanics56%
THE AMBICULTURAL EFFECT
Over 3M Hispanic
Viewers Across
Both Primetime
Hits, And Yet…
Less Than 10%
Duplication!
PAULINA R...
FIVE HISPANIC HUMAN TRUTHS
DUALITY
GENDER BENDER
LANGUAGE MEETS CULTURE
BBL… BUZZ, BINGE, LIVE
NEED FOR SPEED
1
2
3
4
5
HISPANIA
NO
SUCH
THING
AS
IDENTITY
Latino Soy... Aquí Estoy
She Believes She Can Do It All...
He is a Little “Menos Macho”!
MIA’s Priorities
#1
Higher Education
80%
#2
Career
72%
#3
...
MEETS CULTURE
SPANISH SPEAKING COUNTRIES
Spanish language and
Hispanic culture span
20 something countries
across the same
American time...
EL MAESTRO
Have You Ever Wondered
What Mun-two Means?
THEIR “NEED FOR SPEED” PROGRAMMING
TUNING IN AT 10PM
2011 20132012 2014
DUALITY OF PROGRAMMING
STRATEGY
Jacqueline Hernández
CMO, NBCUniversal
Hispanic Enterprise & Content
GRACIAS
Case Study: "Targeting the Hispanic Demo"
Case Study: "Targeting the Hispanic Demo"
Case Study: "Targeting the Hispanic Demo"
Case Study: "Targeting the Hispanic Demo"
Case Study: "Targeting the Hispanic Demo"
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Case Study: "Targeting the Hispanic Demo"

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Case Study: "Targeting the Hispanic Demo"

  1. 1. @JSHernandezNY C Jacqueline Hernández CMO, Hispanic Enterprises & Content NBCUniversal Case Study “Targeting the Hispanic Demo”
  2. 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. 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. 4. 5 of births are multiculturals 52% of births are multiculturals of multicultural births are Hispanics 47% of multicultural births are Hispanic
  5. 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. 6. of births are multicultural52% of multicultural births are Hispanics47%
  7. 7. THE POWER OF A CULTURE AT AN INTERSECTION
  8. 8. CULTURAL DEXTERITY Connected Blending Fluid Diversity Cross-Over 9
  9. 9. POP CULTURE AND TRENDS VICTOR CRUZ PITBULL ZUMBA
  10. 10. TOTAL MARKET
  11. 11. NEW AMERICAN DIET AS APPLE PIE AS FRIJOLES
  12. 12. NATIONAL INFLUENCE What Do These Two “Heroes” Share In Common?
  13. 13. More New Releases Attended Per Year Hispanics vs. Non-Hispanics56%
  14. 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. 15. FIVE HISPANIC HUMAN TRUTHS DUALITY GENDER BENDER LANGUAGE MEETS CULTURE BBL… BUZZ, BINGE, LIVE NEED FOR SPEED 1 2 3 4 5
  16. 16. HISPANIA NO SUCH THING AS
  17. 17. IDENTITY Latino Soy... Aquí Estoy
  18. 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. 19. MEETS CULTURE
  20. 20. SPANISH SPEAKING COUNTRIES Spanish language and Hispanic culture span 20 something countries across the same American time zones
  21. 21. EL MAESTRO Have You Ever Wondered What Mun-two Means?
  22. 22. THEIR “NEED FOR SPEED” PROGRAMMING
  23. 23. TUNING IN AT 10PM 2011 20132012 2014
  24. 24. DUALITY OF PROGRAMMING STRATEGY
  25. 25. Jacqueline Hernández CMO, NBCUniversal Hispanic Enterprise & Content GRACIAS

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