Archive for the ‘television’ Category
Tuesday, November 30th, 2010
By Andy Checo, Edelman Multicultural
Mexican author, Octavio Paz once wrote “I am not at the crossroad: To choose is to go wrong.” That is exactly the mindset of bicultural Latinos. We have no need to choose. We are from here and from there. We listen to Lifehouse and to Chino y Nacho. We are fans of football and of fútbol. Bicultural Latinos are a testament to a new Latino culture, shifting from one side to the other, from English to Spanish.
In public relations, reaching a target consumer is only effective if there are media channels available to connect with the consumer. Although social media has change this by enabling brands to build communities with a define target audience, it is still important to relied on traditional media outlets to engage consumers. Media outlets are evolving; no longer is a TV channel just a TV channel or a print publication just print publication. This new evolution of media should give us an opportunity to better engage with bicultural Hispanic. But are media outlets taking advantage of this opportunity?
Broadcast networks are a great example on how bicultural Latinos are starting to become the focus for industry growth. While the English language networks are losing ground to Univision, those same networks are also the ones making the most effort in attracting bicultural Hispanics. For example, ABC has tapped into Salma Hayek, who executive produced Ugly Betty, an adaptation of the Colombian telenovela Betty La Fea, for another project inspired by Argentinean series Los Roldan. In addition, the networks keep tapping into Hispanic talent like Sofia Vergara in Modern Family, Adam Rodriguez in CSI Miami and Eva Longoria in Desperate Housewives to further attract Hispanic viewers.
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Tags: bicultural, culture, Hispanic, HispanicPR, Latino, Media, television
Posted in bicultural, culture, Hispanic, Hispanic marketing, HispanicPR, Latino, Media, television, Uncategorized | 1 Comment »
Friday, November 6th, 2009
For as long as the networks have been broadcasting sporting events, marketers have looked for tie-ins, hoping to build the same loyalty to their brand that the fan has for their team. The approach has been no different when marketing to Hispanics. Major league sports are a prime choice for marketers looking to reach the Hispanic market.
Most brands have looked to soccer in order to attract Latino consumers, as soccer’s been seen as the most popular sport for Latinos. During the 2006 World Cup, Verizon Wireless engaged Hispanic consumers by being the exclusive mobile provider of World Cup highlights. More recently, Sprint made a similar move with exclusive mobile video coverage of the CONCACAF Gold Cup, an international soccer tournament of great interest to Latinos.
Sprint’s multicultural manager Kymber Umana said, “For Latinos soccer is a way of life. It is a family event, and not just something that males follow. It is a part of Latino culture, and with soccer we are giving the consumer something that resonates.”
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Tags: Basketball, Brand, Coca Cola, Degree, Deportes, ENEBEA, Hispanic, HispanicPR, Latino, NASCAR, NBA, NFL, Soccer, Sports, Sprint, television, Verizon Wireless, World Cup
Posted in Basketball, Brand, Coca Cola, Degree, Deportes, ENEBEA, Hispanic, HispanicPR, Latino, NASCAR, NBA, NFL, Soccer, Sports, Sprint, television, Verizon Wireless, World Cup | 14 Comments »
Friday, October 9th, 2009
Despite the fears this year about swine flu, a recent study by the Clorox Company found that the majority of Hispanics in the U.S. (56 percent) are not currently worried about the flu. In fact, only four out of 10 Hispanic adults said they are “very likely” to get vaccinated this year.
This seems strange given that in some cases Latinos have been disproportionately affected by the flu. In Boston, for example, though Hispanics are only 14 percent of the population, they made up a third of the cases of swine flu this spring. Meanwhile, a CDC study this August showed that Latinos in Chicago were four times as likely as whites to be hospitalized for the flu virus. According to the CDC, because Latinos suffer more often than whites from asthma, diabetes and other aggravating health conditions, they may be more vulnerable to the flu.
The contrast between Hispanics’ perception of the dangers of flu and the reality is a cause for concern, and it suggests the need for public health education. This is where proper use of the news media can make a big difference in reaching Hispanics.
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Tags: culture, Health, Health information, Hispanic, HispanicPR, language, Latino, Population, Public Health, Research, Spanish, television
Posted in culture, Health, Health information, Hispanic, HispanicPR, language, Latino, Network, Population, Public Health, Research, Spanish, television | 3 Comments »
Friday, October 2nd, 2009
The 2010 Census is expected to show an explosive growth in America’s Hispanic population over the last decade. When the Census Bureau compared the Hispanic population in 2000 and 2006, it found the population’s growth rate was nearly quadruple the rate of the overall U.S. population. Hispanics were responsible for half of all population growth in the country during that period.
The Census Bureau then projected that at that rate they would count approximately 47 million Hispanics living in the U.S. in the 2010 Census. Two years later, they increased their projection to over 49 million, or just over 16 percent of the American population. At their current rates of growth, Hispanics are likely to cause non-Hispanic whites to be the minority of the population before 2050.
Along with the anticipation of the next census’ findings, though, is the fear that Hispanics may be undercounted. The Census Bureau estimates that it missed close to a quarter of a million Hispanics in the 2000 Census. Other groups like NALEO, the National Association of Latino Elected Officials, have estimated that number at closer to a million.
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Tags: 2010, Census, census bureau, growth, Hispanic, HispanicPR, immigrant, Latino, NALEO, Network, novela, Population, Spanish, Telemundo, telenovela, television
Posted in 2010, Census, census bureau, culture, growth, Hispanic, HispanicPR, immigrant, language, Latino, NALEO, Network, novela, Population, Spanish, Telemundo, telenovela, television | 4 Comments »