LINKAGE: Dump the Donald, Clout and Pride…

The latest news on Hispanic media and marketing features Dodge, Acosta, Google, Twitter and Ipsos MediaCT.

Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.

Restaurants put money where the mouths are

photo: Orin Zebest

photo: Orin Zebest

While in general, marketers seem to underspend to reach Hispanic consumers, targeted restaurant spending has increased 11.4 percent from 2010 to 2014, according to the AHAA. At the same time, the restaurant category upped its aggregate Hispanic advertising spend by 68 percent to $559 million in 2014.

That's just the smart thing to do: Acosta Sales & Marketing and Univision Communications released their latest Why? Behind The Buy U.S. Hispanic Shopper Study. It found that Hispanic shopping spending has hit a three-year high, and these consumers are optimistic about the future. The report said, “The Hispanic consumer expects to be earning more and is spending more, as evidenced by the fact that their monthly grocery spend is at the highest point in three years." It also found that Hispanic consumers eat more meals than the general population and spend 53.2 minutes doing the grocery shopping. But you can't cook at home every night, right?

Trejo stars in Dodge campaign

Dodge tvDodge will release three TV spots for Challenger, Dart and Charger, all featuring Danny Trejo, star of Machete, From Dusk Till Dawn and Once Upon A Time in Mexico. Thirty- and 60-second spots will air on Hispanic media, as well as on YouTube and social media. The campaign, created "in partnership" with Lopez Negrete Communications, includes an original digital component: videos showing actors portraying customers taking test drives with Trejo playing car salesman.

Hispanic population growing but not as fast

A new study from Google and Ipsos MediaCT of 4,500 self-identified U.S. Hispanics confirmed many other findings that this group is highly digital and mobile. Seventy nine percent said they use search daily, and it's their top online source for researching purchases. Plus, 66 percent of those who go online said they pay attention to online ads; this is close to 20 percentage points more than the general online population. From 2011 and 2014, the number of Spanish keyword searches increased from about 65 percent to 200 percent across categories such as auto, food, and beauty, although even Spanish-dominant consumers often use English online.

#HispanicGirlsUnited takes off on Twitter

The hashtag began trending on Twitter on June 25, 1215, when it was added to a Twitter conversation about narrow beauty standards, cultural expectations, sexism, and racism, according to TakePart.org. #HispanicGirlsUnited was still in regular use following that weekend, as Latinas shared messages of empowerment.

Meanwhile, the growth of Hispanics in the United States slowed, according to new figures released by the U.S. Census Bureau. It's still growing, just more slowly.

Dump the Donald

Showing that neither his billions nor his fame give him license to insult, media companies pulled out of events and shows owned by Donald Trump. Univision said it would not air the Miss USA Pageant, partially owned by Trump, while Hispanic leaders urged NBCUniversal to do likewise and sever their financial ties with Trump. Of course, there's a hashtag for that: #DumpTrump.

Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


Susan Kuchinskas @susankuchinskas

Susan has been covering digital media since they were invented. She began her career as a design writer and then became a senior reporter for Adweek, covering the launches of Google, Amazon, Overture and DoubleClick, among many others. She was a senior writer covering marketing for Business 2.0, and then helped found M-Business, a magazine about the mobile industry that, in 2001, was way before its time. Since 1993, she's reported on the internet, digital culture, technology and science. Her work has appeared in Mediapost, ClickZ and other digital publications, and she consults on content strategy for technology and financial clients from a home office in the San Francisco Bay Area.
Susan reside en la Bahía de San Francisco, muy cerca de Silicon Valley y ha cubierto los medios digitales desde que se inventaron. Empezó su carrera como reportera de diseño y luego ocupó la posición de reportera senior de Adweek, cubriendo los lanzamientos de Google, Amazon, Overture y Doubleclick, entre muchos otros. También fue reportera de mercadotecnia en la revista Business 2.0 y luego ayudó a fundar la revista M Business, una publicación sobre el Mercado del móvil que se lanzo antes de que llegara el auge de ese vehículo. Desde 1993 ha reporteado sobre Internet, cultura digital, tecnología y ciencia. Su trabajo ha aparecido en Mediapost, ClickZ y otras publicaciones digitales.

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