MERCADEO Versión en español
Jose Villa From Sensis: Shift To Hispanic Digital Media Spend Is Here
Manuela Walfenzao| 19 de septiembre de 2017
Sensis: Los hispanos continúan otorgando un alto nivel de importancia a la educación
Jose Villa, Founder and President at Sensis, wrote an article at MediaPost where he culled eight themes from the 2017 annual Ad Age Hispanic Fact Pack report that should provide some stimulating insights for all marketers. The first is that the Hispanic media spend is finally shifting to digital advertising which was up 17% to $2 billion. “Considering total Hispanic digital ad spend is notoriously under-measured, it’s clear that the shift to Hispanic digital media has arrived” he said. He also noted that a few notable advertisers cracked the top 50 Hispanic ad spend list, including Unilever, Freeway Insurance and Novo Nordisk. He highlighted that Novo Nordisk is particularly interesting “as pharma has not historically invested in Hispanic media in a sustained way.” From the report, Villa concludes that Hispanic media preferences continue shift towards English, particularly online. “Less than 30% of Hispanics are consuming most or all their TV and radio in Spanish. The online preference for English language media by Hispanics is particularly pronounced with 44.4% of Hispanics only consuming English media online and 63% consuming only or mostly English content online” he noted. Also, that Hispanic TV viewership keeps dropping. Regarding online, he said that Google and Facebook dominate Hispanic digital. Also, that Hispanic-targeted digital properties, meaning web platforms focused strictly on the Hispanic market, have fallen off the map, with the 10 largest properties only reaching 12 million of the 35 million online Hispanics. He also mentioned that the report shows that the Hispanic population in California is massive, with 15 million Hispanics in that state. And that the L.A.-New York–Miami triumvirate of the Hispanic market might soon be changing. “Houston is creeping up on Miami as the third-largest Hispanic DMA with only about 100,000 fewer TV households than Miami.”
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