By now, you many have heard the news… the Hispanic population in the U.S. is growing at an incredible rate. According to the U.S. Census, Hispanics represent 56% of the population growth since the year 2000. At 52 million strong, this is a target no marketer should ignore; yet many do. Why? Because many believe that investing in Hispanic advertising will not be a positive ROI.
Some marketers think that since Hispanics live in the U.S, and since many have lived here for a long time, they most likely speak English and therefore do not watch Spanish language TV. But with a $1.2 Trillion spending power, nothing could be farther from the truth. In fact, about 85% of Hispanics ages 18 – 34 chose to speak Spanish, even if they know how to speak English.
The numbers speak for themselves. Did you know that in 2011 Univision, the top Spanish language television network beat NBC’s Primetime 195 nights? Did you know that in major markets like Los Angeles, the most watched news channel is Spanish language news? Hispanics are tuning in, and they are tuning in, in Spanish. They are also Tweeting, chatting, catching up with friends and family on FB, and becoming one of the most techie groups out there, in many cases over-indexing non-Hispanics.
To keep up with them, Univision has expanded the way they connect with this valuable consumer segment. From HULU to Facebook, from Mobile, Apps to Online, no opportunity has been overlooked.
So to those marketers that still approach the Hispanic market as a “niche” opportunity, it’s time to wake up and smell the true potential it can bring. It’s time to say “¡Hola!”
Source: Univision. net; U.S. Census 2010; The Nielsen Company. 2012 Television Universe Estimates. Based on Language Spoken by the Person (Hispanic Adults 18-34), U.S. Image source: Getty Image RF
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