Maria Elena Salinas and Jorge Ramos of Univision
A recent Associated Press-Univision poll has found that U.S. Hispanics who speak mainly English are more and more tuning in to and enjoying Spanish-language broadcasts. The primary appeal here seems to be a passion for sports, entertainment (especially novelas) and a cultural connection that does not seem to resonate with English-language programming. This is a very strong trend and very good news for content providers such as Univision and their broadcast competitors. And, anecdotally, it is very likely good news for Spanish-language media altogether. It also provides a large challenge for marketers who are attempting to engage this incredibly important and dynamic market segment.
The poll indicated that Latinos spent some time each day, from a few minutes to several hours, watching or listening to Spanish-language programming. The control group included nearly 90 per cent of Hispanics who speak mostly English and watch TV or listened to Spanish radio. Clearly, additional study would be helpful for the print and internet habits of this demographic.
Polls such as this most recent one, which was also co-sponsored by Nielsen and Stanford University, shed valuable light on the shifting trends. The frequency, depth and credibility of such studies are critical to establishing long-term strategies for engagement and cultivation of Latino consumers. Smart marketers can no longer simply make decisions based upon long-held assumptions. A balance of assessment and strategy based on good data and a robust test and measurement program will yield the greatest return. One thing is for certain: if you want to dial in to the Latino consumer, it might be wise to dial up in Spanish.
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My favorite aspects of language learning. Watch movies, listen to music and radio, all in Spanish. I think it helps trigger my memory and keep my Spanish in front all the time.