One of the main messages that came out of Televisa Publishing’s upfront yesterday was that Hispanics will weather the current economic slowdown better than the general market. Panelists also asserted that Hispanics get more buying ideas from both digital and print media properties than the general population.
Kim Rayburn, SVP of BIGresearch, cited her company’s research showing Hispanics currently are more confident in the economy than general market consumers: “One in five Hispanics will buy a TV and one in five will buy a computer over the next 6 months and our research shows that Hispanics are more likely to shop online,” Rayburn commented.
Rayburn also noted that “Hispanics are twice as likely to be influenced by sponsored links on the Internet than general market Internet users.”
Jacques Hart, digital sales director of Televisa Publishing and Televisa Digital, highlighted the increased levels of engagement associated with Televisa’s print and digital media. He added that Hispanics are hungry for online content, particularly Health and Entertainment related content. Speaking about language preference, Hart noted that 51% of all Hispanics prefer online content in Spanish.
Television plays an important role in driving audiences online. Sixty-eight percent of incoming traffic to Esmas.com was driven by TV mentions. Hart added that Esmas.com visitors account for 40% of Univision.com’s Spanish-language preferred traffic.
In all, Esmas.com and other Televisa websites (including each magazine’s website) targeting the U.S. Hispanic market attract 2.1 million unique users/month.
Related Article: Televisa Integrates Televisa Publishing and Televisa Digital in the U.S. (Feb '08)