Takeaways From the Hispanic TV Summit: Insights on Hispanic Television Consumers

As the media ecosystem has been fragmenting, so has the multicultural market, with cultural groups fragmenting into subgroups. Yet, the multicultural market is now so large that an argument can be made that it should be considered on a mass scale.

The 16th annual Hispanic TV Summit focused on how to best deliver messages to Hispanic television consumers, a vast yet highly specific, fragmented audience. To reach audiences in a respectful, relevant way, the data must blend to form meaningful segments, programmatic to effectively target in the right media properties, and creative to offer greater insight.

Demographic Trends – Mass and Niche
Sandra Alfaro, managing director at Wing, Grey NY, noted that advertisers recognize how important it is to reach Hispanic television consumers. “Diversity is shaping our society,” she stated. The demographic trends indicate that 21 of the top 25 U.S. counties are currently more than 50 percent multicultural and, in the next decade, the multiracial population will grow by nearly 20 percent.

Multiculturalism is driving the mainstream. More than one in five Americans currently speak a language other than English. Cultural change will only accelerate as currently one in six marriages are interracial. “Diversity is not an opportunity,” she warned, “It is a business imperative. If you are not marketing to diversity, you are not marketing.”

But the other trend in multiculturalism is the formation of subgroups, driven by social media. “Millennials say that technology makes them unique,” noted Alfaro. Assimilation is no longer a mandate as we are more and more seeking uniqueness.

Read the full article on the Videa blog.