U.S. HISPANIC
Debate in NY over planning, sales and buying of Hispanic TV media
Maribel Ramos-Weiner| 3 de octubre de 2010
Antonio Ruiz, partner and Chief Strategic Officer of Vidal Partnership
(Maribel Ramos-Weiner, New York). At the panel discussion “Hispanic TV media planning, sales, and purchasing,” Andrew Capone, Senior VP of Marketing and Business Development of NCC Media, said there is no other market moving faster than the Hispanic market.Capone said that now with cable they not only attack audiences but also their geographic location. “We all know that every zone, every market has its distinguishing characteristics and now we have the luxury of targeting them efficiently. Now, we not only buy programming by geographic region but we can also use statistics that show where the consumers are. For example, 12% of Hispanic households have incomes of over US$100,000 and 42% make lower than US$35,000. This information is very significant for cable,” he added.Capone was accompanied in the panel by Daija Arias, Senior VP of RCN International Distribution; Alain Groenendaal, President and CEO of Wing Latino; Tom Maney, Senior VP of Fox Hispanic Media Group; and Antonio Ruiz, partner and Chief Strategic Officer of Vidal Partnership.Maney said that advertisers still don’t invest enough in Hispanic TV. He added that among the advertisers there are pioneer companies investing in this segment and that others will follow suit once they see the results from the 2010 Census.Ruiz said that although the Chief Marketing Officers of the larger companies know about the Hispanics’ spending power, they operate under the idea that these consumers are served effectively through general market campaigns.{To watch the panelists talking about the opportunities to reach the Hispanic market click here;http://www.produ.com/produtv/popup.html?Noti=4616}
