U.S. HISPANIC
Traditional media planning is no longer valid in todays Hispanic market
Maribel Ramos-Weiner| 3 de octubre de 2010
Daisy Expósito-Ulla, Chairman and CEO of d expósito & partners
(Maribel Ramos-Weiner, New York). During the panel discussion TV viewer habits and Hispanic consumer behavior, at the 8th annual Hispanic TV Summit, Daisy Expósito-Ulla, Chairman and CEO of d expósito & partners, said that there has always been households with generational diversity in the multicultural area. However, the difference today from 10 years ago is technology.The contradiction in all this is that while we talk about the growth of bilingual populations and of the consumption of Anglo media, we also find that traditional audiences are growing compared to 10 years ago. Before there were no options, and I believe the beauty of todays market is that we have Spanish-language media in all areas: traditional media, cable, and now there are Anglo media that cater to bilingual audiences. Nielsen tells us we could target Hispanics at all different levels of acculturation, said Expósito-Ulla.For the executive, traditional media planning is no longer valid today given the higher level of complexity of the markets.Joining Expósito-Ulla were Carol Hinnant, Senior VP of Domestic Sales, Advanced Media and Information at Rentrak Corporation; Jessica Pantanini, COO of Bromley; Javier Palomárez, CEO and President of the U.S. Hispanic Chamber of Commerce; and Aldo Quevedo, President of Dieste.Pantanini said that companies often try to place Hispanics into a box, but there already are these multi-generation families that consume both English- and Spanish-language media on multiple platforms. The Hispanic market has become more complex and difficult than many of us would want, she added.
