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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 Espanol = 30% --National Gographic = 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. ”`Arriba y Lejos’ flirts with various club styles—reggaeton, house, cumbia—without committing to any one of them for too long. The mix, Mexican influenced but not Mexican dominant, was part of a plan to attract a new generation of Latino listeners whose tastes, the Hrnandez brothers said, no longer line up according to national background.” Source: New York Times, March 3, ‘13

  11. 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

  12. Latino & the Media TV NIELSON RATINGS, SPANISH: --Manana 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

  13. 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

  14. 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

  15. ”Univision was emboldened by February sweeps numbers showing that it beat NBC, coming in fourth place with adults in the 18-to-49-year old demographic, while NBC finished fifth life.” Source: New York Times, May 15, ‘13

  16. ”Mun2 owned by Telemundo Media, …announced 200-hours of original programming for the 2013 & 2014 seasons that focus mainly on celebrity-infused reality shows, music, sports for young, bilingual & bicultural Latinos in the US.” Source: New York Times, May 17, ‘13

  17. ”Mun2 highlighted the fact that it was viewed in 35 million homes and had 26 million video streams last year. The median age of the Mun2 audience is 29, and 52-percent of them are bilingual.” Source: New York Times, May 17, ‘13

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

  19. 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

  20. “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

  21. 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

  22. “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

  23. “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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