Hispanic Marketing


 * Growing Market

Why discuss hispanic marketing?

 * From 12 to 18% of Teens (growth)

Challenge for Advertising

 * Hard to reach latinos
 * They speak two languages
 * Cross-cultural: Where do you speak to them?

Television

 * Monolingual vs. bi-lingual
 * Most tv programming spoke to monolingual
 * Telenovelas -> very popular
 * Spanish-language TV: best represented by Univision (#1 in the US)
 * Telemundo is #2 (now owned by NBC)
 * Ad revenues were among the best in the country
 * Univision claims 97% market penetration
 * Telemundo claims 84%
 * Galavision (owned by univision) represents 10% market penetration

Sabado Gigante

 * Major highlight of the programming
 * Telecrapola -> Critique of Univision media presented
 * "Mexploitation"
 * LA NEW TIMES CRIT -> believes that Univision could elevate the experience of Latinos in the US