us hispanics


What: After losing the World Cup broadcast rights to Telemundo, Univision expanded their soccer coverage by adding UEFA Champions League and UEFA Europa League.
Why it matters: Univision’s expanded coverage of UEFA Champions League is drawing record viewership, including non-Spanish language soccer fans.

Losing the rights to the FIFA World Cup (@FIFAWorldCup) can be crippling for any broadcast company, especially one like Univision (@Univision) that depends on soccer for its sports programming.

Univision previously owned the Spanish-language broadcast rights to the quadrennial soccer tournament, since the 1978 Argentina World Cup up until the 2014 Brazil World Cup, before losing the bid to Telemundo.

Telemundo (@Telemundo) paid FIFA (@FIFAcom) $600 million for the Spanish-language broadcast rights of the 2018 Russia World Cup and 2022 Qatar World Cups; upped from the $325 million that Univision paid for the 2010 South Africa World Cup and 2014 Brazil World Cup.

UEFA Champions Leagues matches, such as the CSKA Moscow 1-0 upset over Real Madrid on the October 2nd, 2018, are bringing in record viewership for Univision.

Telemundo also won the rights to the 2026 World Cup, being hosted by Mexico (@miseleccionmxEN), Canada (@CanadaSoccerEN) and the United States, much to the chagrin of Univision. Telemundo won the bid for the 2026 World Cup in a closed auction that excluded Univision (as well as ESPN) in order to make up for moving the 2022 World Cup tournament from June-July to November-December due to weather conditions in Qatar.

Losing the broadcast rights to Telemundo was a huge blow for Univision.

“In addition to the games themselves, Univision would program their news, talk show, and morning show segments around the World Cup,” said Walter Franco, Project Manager at Victus Advisors (@VictusAdvisors).

But rather than stand pat, Univision looked to towards Europe to adapt. Univision won the bid for the Spanish-language rights to the UEFA Champions League (@ChampionsLeague) and UEFA Europa League (@EuropaLeague), paying $105 million over three years, adding the European sports properties alongside their Liga MX (@LIGABancomerMX), Major League Soccer (@MLS), Bundesliga (@Bundesliga_EN), CONCACAF Champions League, the U.S. Men’s (@ussoccer_mnt) and Women’s teams (@ussoccer_wnt), and Mexico’s national team media rights.

“With the Champions League on Tuesdays and Wednesdays and the Europa League on Thursdays, we are able to give fans access to the best clubs and players in the world in a timeslot where we previously didn’t have live matches,” said Univision’s Senior VP/Sports Programming & Acquisitions Eric Conrad. “With these matches during the week, league matches from Liga MX, MLS, Bundesliga and more on the weekends, and top international competition throughout the year, we are now the all-week, all-year ‘Home of Soccer’ in the U.S.

From a viewership perspective, we have already elevated the group stage of this premiere soccer property to unprecedented heights in the U.S.

As part of the new deal, Univision has expanded coverage, compared to Fox Deportes (@FOXDeportes) previous efforts, carrying 137 lives games across all of their platforms, including 97 matches split throughout their Univision, Univision Deportes Network, UniMás and Galavisión networks, 51 more games than TNT’s linear English-language broadcasts.

“Given that we are making every single game available live, with most airing on our highly distributed linear networks, we are giving Champions League exposure it simply has never had before,” said Conrad.

Univision is banking that UEFA (@UEFA) Champions League coverage will grow their soccer viewership, drawing non-Spanish speakers to their platforms. The move is paying off thus far, with PSV Eindhoven’s (@psveindhoven) 4-0 drubbing at hands of Barcelona (@FCBarcelona) averaging 618,000 viewers in the early game of a double-header of Match Day 1, and Liverpool’s (@LFC) 3-2 win over Paris St-Germain (@PSG_English) averaging 672,000 viewers, the most-viewed Group Stage telecast in UEFA Champions League history.

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“European soccer has allowed us to broaden our audience a bit, as we are seeing greater non-Hispanic audiences,” said Conrad. Conrad goes on to say that “from a viewership perspective, we have already elevated the group stage of this premiere soccer property to unprecedented heights in the U.S., and we only foresee greater growth as Champions League moves into its later, more intense stages.”

As part of their efforts to expand their viewership, Univision is streaming UEFA Champions Leagues matches for free, with a cable subscription. Turner Sports B/R Live (@brlive) streaming service is charging viewers, from individual matches ($2.99 per game) as well as monthly ($9.99) and yearly plans ($79.99). And while Univision is airing UEFA Europa League matches on their linear platforms, TNT has relegated all UEFA Europa League action behind a paywall on their B/R Live platform.

“One factor that would be interesting to consider is that all games will not be behind a paywall, which will not be the case for English-language coverage on TNT / Bleacher Report,” said Franco. “I would imagine many folks that typically watch in English may switch to Spanish to avoid paying for Bleacher Report matches.”

With so much expanded Spanish-language coverage and high expectations to retain new viewers, Univision has ambitions to do more with their UEFA Champions League coverage than the previous rights owners, Fox Deportes.

We expect to continue setting new viewership records as the tournament progresses and, ultimately, reach our goal of making this season the most-viewed Champions League season ever in the U.S., in any language,” said Conrad.

What: Standard Media Index has revealed that ad revenue from Hispanic television networks remained flat at $2.1 billion during the full 2017-18 broadcast season.
Why it matters: The relevance of sports events such as the soccer World Cup can make an important difference in TV share. The FIFA tournament helped Hispanic TV remain flat; without it, the revenue fall from 2017 is clear.

 Standard Media Index has unveiled data for Hispanic TV during the 2017-18 broadcast season. According to SMI’s findings, ad revenue remained flat from the prior year at US $2.1 Billion. However, when equivalizing out the World Cup, ad revenue falls -5%. Telemundo picked up the largest gains from the soccer tournament, as it reportedly grew ad revenue by 16%, while Univision‘s ad revenue dropped 9% compared to the previous year.

“Results this season show the substantial impact that special events, like the World Cup and The Olympics, have in maintaining share for National TV,” said SMI CEO James Fennessy in a statement. “The World Cup managed to help Hispanic TV keep volumes at 2017 levels. When we back this out we see a fairly substantial fall in revenues for the just completed Broadcast Year.”

Network Breakdown

According to SMI’s data, the World Cup brought in US $122 million for Telemundo, bringing the overall revenue to US $647 million, which amounts to 16% YoY growth. The network also outbid Univision for the rights to the 2018 and 2022 World Cup.

Univision, on the other hand, saw a -9% drop in ad revenue this season. The embattled network has faced a tough year that included a carrier dispute with Dish Network and discarding plans for an IPO. Still, Univision is the largest Hispanic TV Network by volume. It brought in US $975 Million this year.

Market Share

SMI’s data shows that Univision decreased in market share from 49% in 2016-17 to 45% in 2017-18 season.  Telemundo gained market share from 26% last season to 30% this season.

Paid Unit Costs

Primetime demanded the highest commercial prices at an average of US $3,753. Overall, Univision, Telemundo, and UniMas charged the most of the Hispanic networks. The most expensive program this year was Copa Mundial de la FIFA: Homenaje al Campeón on Telemundo, which cost US $197K for a 30-second spot. That’s followed by Univision’s Premio Lo Nuestro 2018 at US $133K and Premios Juventud 2018 at US $113K.

Top Advertisers

Among the Top 30 advertiser subcategories, there were some significant swings in spend this season.  The top 30 subcategories make up 88% of the spend on the Hispanic Networks.  Hospitals & Medical Centers increased spend the most, by 71%.  Meanwhile, Department Stores decreased spend the most, by -57%.

Advertiser Subcategories with the Largest Increases in Spend During the 2017-18 Season, Among the Top 30 Subcategories


Advertiser SubcategoryYoY Increase in Spend
Hospitals & Medical Centers71%
Business Services67%
Skin Care46%
Miscellaneous Goods32%
OTC Medicines & Remedies27%


Advertiser Subcategories with the Largest Decreases in Spend During the 2017-18 Season, Among the Top 30 Subcategories


Advertiser SubcategoryYoY Increase in Spend
Department Stores-57%
Travel Services & Websites-27%
Specialty Retailers-27%
Motion Pictures-19%
Oral Care-15%


What: Women are the earners and decision-makers within a great number of Hispanic households, and many factors influence what, how and when they decide to buy.
Why it matters: Brands should take a step back and look at the needs of Latino women in order to understand more effective ways to talk to them and thus build a valuable relationship with the Hispanic consumer.

In the previous posts we have shared about how to effectively target Hispanics women, we address a variety of issues. We found that acculturation is an important trait, which shapes Latinas’ points of view to a certain degree; related to this, we learned that Spanish plays an important role in Latinas’ media preferences, and finally we reported some of their spending and shopping behaviors. Finally, we now explore some of the best media to connect with Latinas. Together, these four articles will give you an overview of the consumption habits of Hispanic women.

To Connect, Invest in Social Media

While Spanish-dominant Latinos are less likely to be online (74%) than English-dominant Latinos (94%), studies show that brands that want to connect with Latinas in general must invest heavily in their social media and digital presences (Pew Hispanic, Internet Use Among Hispanics Report). Natalie Boden of BODEN PR clarified: “While both groups share the same priorities, (Spanish-dominant Latinas) differ in terms of media consumption.”

Boden elaborated that “Spanish-dominant Latinas keep closer ties to media, opinion leaders, and their favorite influencers from their country of origin. Facebook remains the most popular social channel for Spanish-dominant Latinas, allowing them to connect with family and friends daily. Adoption ofemerging platforms and technologies continues to grow among Spanish-dominant Latinas in the U.S.”

Latinos and Latinas alike are some of the most connected consumers in the United States. The POPSUGAR Insights 2015 Hypercultural Latina report found that 77% of Latinas use Facebook, 75% Youtube, and 54% Instagram. The sites that they are less likely to visit are Vine (11%), LinkedIn (11%) and Tumblr (17%), while Pinterest (46%), Twitter (34%), Snapchat (30%) and Google (25%) are somewhat popular. Older Latinas, more likely to skew Spanish-dominant, are not as connected to social media as younger Millennial Latinas, but 78% claim to use Facebook, while 71% use YouTube (see Table below).


… and Mobile

Over 9 in 10 adult Hispanics own either a smartphone or a tablet, according to the study Mobile App Diversity Across Total Hispanic Market by Entravision/ThinkNow Research. More than half of Latinas now get news and information on their mobile or smartphone, with 58% of Latinas saying they use a smartphone or mobile device to look at political news, compared to 37% of voters overall (Latinas and the 2016 Elections: Findings from a National Survey of Hispanic Women, Americanwomen.org). Those ties to the media and opinion leaders are reflected in the Spanish-language Hispanic’s tendency to trust news journalists to get their news over of word-of-mouth (IAB, Nielsen Latina Report, 2013).

The Latina Media Ventures Insights Total Audience Study (2015) found that 89% of their readers engage with computers regularly in an average day for pleasure, 75% sleep with their smartphones next to their beds, and 72% engage with smartphones regularly in an average day. A study by Nielsen found that “average Hispanic mobile user uses 658 minutes per month on their mobile plan, which is significantly more than the average of 510 minutes per month for all consumers.”

Another interesting aspect of Latinas’ connectivity is that they are the racial/ethnic group most likely to live in a cell phone-only household. However, the Hispanics with no landline tend to be U.S. born (46% are under 30, and 43% are U.S. born), meaning that Spanish-dominant Latinas are slightly less likely to fall into this category.

App-Usage Increasing

Hispanics use apps an average of 8 times per day with millennials using apps more than their older cohorts, and females using them more than males. Hispanics use apps around the clock with 6 pm to 9 pm being the peak period (57% usage), according to the report Mobile Diversity, Mobile App-Study across Total Hispanic Market, Pulpo Media, Entravision, ThinkNow Research. Among those, just about everyone uses/downloads mobile apps. More specifically, 87% of Hispanics in the study own a smartphone and 65% own a tablet, while 93% own one or the other, and nearly all download and use apps. Interestingly, low-acculturated Hispanics have the highest proportion of tablet users at 72%, a statistically significant result, while smartphone usage is uniformly high across all acculturation levels.

Overall, 61% of survey respondents have downloaded apps to share and use with other people, while 39% have downloaded an app for the sole usage of someone else. Of those who share apps across acculturation, 69% of low acculturated users share apps, more so than the medium and higher acculturated segments; and, 42% of medium acculturated Hispanics download apps for someone else.

While low acculturated users have a high propensity (58%) to download apps for a child, High Acculturated users are more likely (20%) than other acculturation levels to download for a parent. The most commonly used apps are in the categories of social networking, games, music, maps/navigation/search and weather. Millennials are more likely to use music (67%) and video/movies (52%) apps, while 35-64-year-olds prefer weather (61%), news (43%) and sports (30%) apps. Females are heavily represented in social networking (72%) and music (65%) apps, while males prefer music news (42%) and sports (38%). (Mobile Diversity, Mobile App-Study across Total Hispanic Market, Pulpo Media, Entravision, ThinkNow Research).

Television Still Matters

Television is (still) an important source of news and entertainment for Spanish-dominant Latinas. One quarter of Latinas get political news from television, and even though 91% of Latinas in general report that they spend half or more of their TV time in English, they report strong trust and favorability in news journalists generally and “Spanish-language outlets like Univision and reporters like Jorge Ramos” in particular, according to American Women’s research on Latinas and the 2016 elections. This outcome is also backed by the (IAB, Nielsen Latina Report, 2013), according to which 40% of Latinas said that they trust the media and journalists as sources of news more than anyone else, with family, friends and coworkers coming in second.

Media Penetration for Spanish-Dominant Latinas

Media% that spent any time over the last 7 days
Mobile Phone85.8
PC at home45.2
Streaming Media35.8
Game Console28.7
PC at Work26.7

Source: Fall 2016 Simmons Connect Study, Portada

Notes: Female 18+, Spanish-dominant.


What: Portada looked at data about the language in which Latinas prefer to consume media and found an interesting relationship between acculturation and language preference.
Why it matters: Language preference is one of the key factors to take into account when marketing to multicultural audiences, but it needs to be tackled wisely in order to actually succeed.

As we have seen before, acculturation plays an important role in the way Latinas, bread-earners and decision-makers of the Hispanic household, see the world and interact with it. While more acculturated Latinas have a higher interest in art, less acculturated Latinas are more optimistic, but family is a priority for all of them. In general, more acculturation is negatively correlated with the use of Spanish, but it’s not as black and white as it might seem.

In the tables below, we can see the role of English and Spanish in speaking, and in the consumption of different media, such as TV, radio, online, and reading. Interestingly, “only Spanish” over-indexes substantially less for TV watching and radio listening compared to “online” and “reading”. Therefore, both Spanish-language print and digital media are particularly appropriate media vehicles to reach out to the Spanish-dominant Latina.

Even the overall Latina female population over-indexes in the “only Spanish” category, for both “online and “reading”, which is not the case for “listening radio” and “watching TV” (it actually under-indexes in the latter).
However, it is important to note that age is not necessarily a factor explaining language preference. As data from the Hispanic Millennial Project shows, Spanish-Language Media is key to reaching foreign-born Hispanic Millennials.

Hispanic Millennials, particularly those that are U.S. born, are most likely to indicate they consume media equally in English and Spanish (approximately 40%). Even among U.S.-born Hispanic Millennials, only 40% indicate they consume English media mostly or exclusively.

Language preferred when speaking

Hispanic Adults


Female Hispanics


Female Hispanics

18+ (Predominantly


Agree% of sampleIndexAgree% of sampleIndexAgree% of sampleVertical
Only English154819.410081220103363.317
Mostly English, but some Spanish227535.2100127335.410125212.535
Mostly Spanish, but some English152923.1100835229569938.3166
Only Spanish138017.610083019.210980144.2252
In some other language430.6100210.610420.235

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Language preferred when reading

Hispanic Adults


Female Hispanics


Female Hispanics

18+ (Predominantly


Agree% of sampleIndexAgree% of sampleIndexAgree% of sampleIndex
Only English290139.4100153339.310017310.827
Mostly English, but some Spanish150225.110086225.61023411768
Mostly Spanish, but some English97913.910055613.39649325.6184
Only Spanish136617.510080518.710777143.8251
In some other language380.5100210.713130.2L47

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Language preferred when online

Hispanic Adults


Female Hispanics


Female Hispanics

18+ (Predominantly


Agree% of sampleIndexAgree% of sampleIndexAgree% of sampleVertical
Only English33244510018044510030717.439
Mostly English, but some Spanish11532010063719.49731715.376
Mostly Spanish, but some English6918.71003939.310636318206
Only Spanish8841310052513.110150432.1247
In some other language330.7100171.014430.794

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Language preferred when listening to radio

Hispanic Adults


Female Hispanics


Female Hispanics

18+ (Predominantly


Agree% of sampleIndexAgree% of sampleIndexAgree% of sampleVertical
Only English205927.5100102825.49216110.8%39
Mostly English, but some Spanish192929.9100109030.510227813.345
Mostly Spanish, but some English119118.110070020.411251129.5162
Only Spanish126516.810076116.910068536.6218
In some other language340.5100160.6114203

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Language preferred when watching TV

Hispanic Adults


Female Hispanics


Female Hispanics

18+ (Predominantly


Agree% of sampleIndexAgree% of sampleIndexAgree% of sampleIndex
Spanish-language labeling on products helps me select what I want222330.6100128731.7103101152.4171
I remember more about or pay more attention to the products/services that are advertised in Spanish204826.7100119527.210294949.5185
Spanish-language advertising is important to me because it’s the best source of information for making purchasing decisions187226100106925.49886347181
When I hear a company advertise in Spanish, it makes me feel like they respect my heritage and want my business264034.8100154537106100153.1152
I am much more loyal towards companies that show appreciation for our culture by advertising in Spanish249132.610014533611094752.3160
It’s important to me that websites I visit are available in Spanish193526.5100113929.111082546.5176

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

As we have seen, the Spanish-preferred Latina clearly over-indexes in her positive reaction related to the use of Spanish-language in marketing, advertising and packaging messages. Interestingly, the overall Latina woman under-indexes in the response to “Spanish-language advertising is important to me as a source of information making purchasing decisions.” This means that the acculturated Latina woman clearly prefers English as the language for content to base purchase decisions on.

A 2012 Yahoo! study found that Spanish-dominant Latinas are far more likely than bilingual or English-dominant Latinas to value ads that portray their ethnicity positively (71% versus 51%) and make them feel proud of their ethnicities (76% versus 52%). Four in five first-generation Hispanics will talk about an ad that speaks positively about their ethnicity. Brands that invest in understanding what cultural passion points, traditions and rituals resonate with Spanish-dominant Latinas will see a return on their investment.

Likewise, BodenPRs, BODEN Latina Smart Purse™ found that celebrating Hispanic culture is important for Latinas: from the content she consumes to the brands she trusts and the products she buys, “In fact, 65% agree that it is important for brands to develop content specifically for Latinas, from the point of view of a Latina.” The BODEN Latina Smart Purse™ study found that Latinas are more likely to purchase from brands that invest in Latinas (77%) and their communities (87%).

What: Women are the earners and decision-makers within a great number of Hispanic households, and many factors influence what, how and when they decide to buy.
Why it matters: Brands should take a step back and look at the needs of Latino women in order to understand more effective ways to talk to them and thus build a valuable relationship with the Hispanic consumer.

U.S. Hispanics, a heavily family-driven demographic, account for about 18% of the total U.S. population. Within this community, women tend to be the ones with the most influence in what and how to buy for the household, which is why brands are aware that, when trying to sell to Hispanics, they largely need to understand how to address the ladies.

According to Liz Sanderson, SVP of strategy and insights at Univision, a 2016 study found that, in average, Hispanic women first become mothers at 24, two years younger than non-Hispanic women. “At this age, Latina moms are busy with careers and motherhood,” writes Sanderson, “which means they have a lot of needs. This is where brands can come in to provide solutions, simplify their lives, and become part of the fabric of their family and community.”



Hispanic Women: Bread-Winners and Decision-Makers

Latinas play an integral financial role in their households. According to 2016 information from the U.S. Bureau of Statistics, 40% of Latina mothers bring in at least 40% of their families’ income, and almost three million family households in the United States are headed by Latinas. The Spanish-dominant Latina controls a significant portion of Hispanics’ purchasing power because they are often in charge of deciding what their family spends money on.

40% of Latina mothers bring in at least 40% of their families’ income.

In one study, 86% of Latinas said that they are the primary decision makers in their households (Nielsen, Latina Report, 2013). This may explain why Latinas are also starting to spend money on products that they used to under-index compared to other demographics, like home and car purchases, and the use of financial services. However, recent research concludes that the Latina Millennial also substantially contributes to household finances and decision making.

Tell Me How Big Is Your Family, I’ll Tell You How You Shop

One of the most important factors that play a role in Latinas’ purchasing decisions is the size of their families, which tends to be bigger in the case of Spanish-dominant Latinas, who are more likely to be running multi-generational households than other demographics. The Nielsen Latina Power Shift report explains that some of the high levels of purchasing by Latinas are associated with the needs of their larger families or culturally-nuanced products, mainly in food categories, but not exclusively.

When families are big, so is the need for consuming CPG products more frequently, and naturally, brands in this category should try to target Spanish-dominant Latinas effectively. Research backed by the Association of Hispanic Advertising Agencies (AHAA) determined that among CPG brands, the Hispanic segment was responsible for around a third of their revenue growth between 2006 and 2010. A decade later, brands should take a step back and be aware that all the CPG giants are forced to adapt to new times, and advertising for Hispanic demographics needs to be smarter; the language difference isn’t enough anymore, you need to find out what really speaks to these women.

First, Think About Convenience

Between work, family and community (and, you know, having a life), Latinas are busy. This could explain why Hispanics are significantly more likely than non-Hispanics to express interest in online shopping to avoid trips to a physical store (Hispanic Online Market report, Captura, 2015.) Amazon has predicted that Hispanics will be increasing purchases of grocery products online by more than 40%.

Studies also show that Spanish-dominant Latinos are slightly more resistant to online shopping than bilingual or English-dominant Latinos. Spanish-dominant Latinos also make fewer trips to the grocery store than the general Hispanic population. Latinas are also more likely to go to the grocery store without a list, although her purchases are less likely to be driven by habit than with non-Hispanics (Hispanic Online Market report, Captura, 2015.) Moreover, Hispanics over-index in researching products and services online (32.1% compared to 24.3% for non-Hispanic whites.)

A Good Deal Beats Everything?

Latinas like a good deal precisely because they are often stretching resources to provide their families with the best possible lifestyle. According to Oye! Intelligence, female Hispanics are more active on social media than male Hispanics about discounts and promotions. Also, Latinas tend to share their experiences and make recommendations to their followers.

68% of Hispanic women agree that if a product is made by a company they trust, they will buy it, even if it’s slightly more expensive than another brand.

Then, it is perhaps because of the great number of discounts on the biggest shopping days of the year that Hispanic women expressed higher positive sentiment about Black Friday and Cyber Monday. Cyber Monday generated mostly English-language discussion (74%), suggesting that brands are more likely to reach acculturated Latinas than Spanish-dominant Latinas on this day. Black Friday seems to enjoy higher awareness among Spanish-dominant Latinas, with 58% of conversations occurring in the Spanish language.

Therefore, as explains Univision’s Liz Sanderson, “Because Latinas also like to tell others about the products and brands they love, they are highly influential.” However, the part about a good deal beating everything might not be altogether true: “According to a 2017 Nielsen study, 68% of Hispanic women agree that if a product is made by a company they trust, they will buy it, even if it’s slightly more expensive than another brand.” Which is great news for your brand, because you are already earning the trust of Hispanic women, aren’t you?

What Are Latinas’ Key Consumption Habits and Expenditure Categories?

Item (Expenditures in US$) All consumer Units Hispanic
Income before taxes



(not Hispanic US$71,855)

Avg. Number in consumer Unit

Children under 18

Adults 65 and older













Average Annual Expenditures$55,978$47,663
(Below: only Hispanic over indexing categories)
Food at home (g)4,0154,182
Meats, poultry, fish, and eggs (g)8961,080
Fruits and Vegetables (g)769857
Telephone Services (g)1,3421,386
Apparel and Services (g)1,8462,035
Gasoline and motor oil2,0902,208
Vehicle and Insurance1,0791,237

Source: Consumer Expenditure Survey, U.S. Bureau of Labor Statistics, August, 2016

What: David Chitel, CEO & Founder of the NGL Collective, is our guest editorial contributor. In this POV article, Chitel tells the inspiring story that led him to found a company that caters to USH needs, as well as the 300% approach to them.
Why it matters: Hispanics are an essential and ever-growing part of the US population. Chitel has over 25 years of experience in the U.S. Hispanic market, and it is companies like his that can really take marketers on the right path towards gaining a better understanding of this elusive audience.

David Chitel, CEO & Founder of NGL Collective

When I started working in the U.S. Hispanic market I was 23 years old. And yes, I’m going to call it the “U.S. Hispanic,” not “Latinx” market. I hope its OK for an OG like me to abbreviate it down even further to “USH,” as it makes for easier reading, but I digress. It was the early 90’s. The place was New York City. It was my first day at SiboneyUSA advertising. My passion for all things “Spanish,” after spending a semester abroad, somehow led me to a career in a market that was for all intents and purposes blowing up in the best possible way.

Little did I know at the time that the USH market was the fastest growing U.S. population sector. USH advertising spending was going up and to the right. There were tons of USH agencies and USH “Centers Of Excellence” (COE’s) popping up everywhere. Univision and Telemundo were the Google and Facebook of our world. The energy of our marketplace was fun, palpable and infectious. Urban Latino magazine was in the process of being born. Their parties were “off the hook,” and filled with New Generation Latinos (NGLs) who saw the future and understood even then that our story was changing. Like all stories, ours in the USH market was one that was constantly evolving, and taking us along with it. But were we just going along for the ride, or did we truly take control of our own narrative?

Flash-forward to 2018, some 25 years later, and here we are. So much has changed but, well, you know the rest. In an OpEd piece I wrote last summer entitled, ‘Wake Up And Smell The Cafecito, The Despacito And the Total U.S. Hispanic Market,’ I expound in 5,000+ words on the roadmap that I feel we need to follow as an industry. It’s worth a read if you have a solid 17 minutes and 53 seconds to spare, give or take a few seconds.

Portada is thrilled to count with David Chitel as one of Portada New York’s speakers. To network with him and all our other brilliant panelists, register here!

Change the story, change the outcome

The truth of the matter is that amidst the extreme change (with a splash of chaos) that our industry is currently experiencing, it’s our job to change the story that, in my opinion, seems to have gotten away from us. Only if WE change the story, can WE change the outcome. So what’s the story I’m hearing out in the marketplace? It depends whom you ask, but for some, it’s “Spanish-language media is dying.” For others, it’s “Total Market is killing our industry,” or “no one can seem to get the in-culture formula right.” To me, it’s all just negative bullshit. No one is immune to the shift the media and marketing industry is experiencing for more reasons than I can count on two hands (that’s ten fingers, folks).

Each step of NGL’s in-language, in-culture and in-context “300%” approach serves a purpose and avoids marginalization of any USH segment. 

Smart marketers know that the USH market still represents a massive growth opportunity. For instance, USHs currently number 57 million people with a birth-to-death ratio of 8 to 1 (vs. 1 to 1 for non-Hispanics). For those doing the math, USHs will represent upwards of 20% of the total U.S. population by the time the 2020 Census results are revealed. But in today’s increasingly fragmented and niche media marketplace, how can brands reach their “General Market” audiences AND the multifaceted USH audience, and be effective? In other words, how can brands be all things to all people? Well, they can’t, and contrary to “Total Market” thinking, a one-sized approach does not fit all no matter what you wish your P&L spreadsheet to tell you. The marketing world is actually moving in a completely different direction; a more nuanced 1-to-1 direction that absolutely applies to the USH market as well.

Marketers have been studying the USH marketplace for decades and have made significant investments attempting to tap into the dual identity of the so-called “200%” segment. These consumers see themselves as BOTH 100% American AND 100% Latino. But let’s be honest; biculturalism and this idea of USH duality has ALWAYS been a reality in America – think Desi Arnaz, Rita Moreno, Cheech Marin, John Leguizamo and so many others. It didn’t just emerge with millennials and Gen Zers, like Gina Rodriguez or Becky G.

My company, NGL Collective, practices a three-pronged approach that goes deeper – a 300% approach. A more nuanced “sum of the parts” strategy addressing the USH totality, leveraging all of the digital tools and technology available today. Each step of NGL’s in-language, in-culture and in-context300%” approach serves a purpose and avoids marginalization of any USH segment. After all, the power of the USH market is driven by the power of its totality, not just English-speakers, Spanish-speakers or the “youth sector” as some would lead you to believe. It’s about ALL of it.

IN-LANGUAGE (Spanish creative & media)

When people refer to connecting with U.S. Hispanics “in language,” they mean Spanish. Although it’s clear that U.S.-born Latinos prefer to consume media in English, consumption of Spanish-language media among bilingual Latinos remains high. Upwards of 40% of U.S. Hispanic Millennials are actually foreign-born, and therefore, bilingual or Spanish-dominant. Spanish-language media remains a critical component of reaching and engaging New Generation Latinos (NGLs).

Let there be no doubt, Spanish was and always will be the most efficient way for advertisers to reach and engage large, concentrated masses of U.S. Hispanics. Regardless of Spanish-language TV rating declines, the Spanish-dominant/Bilingual population isn’t “going away.” In fact, when it comes to marketing to U.S. Hispanics, NGL is on the side of both English AND Spanish as necessary tactics.

IN-CULTURE (English or bilingual creative, delivered in a culturally-relevant environment)

When people refer to connecting with Latinos “in-culture” they likely mean to say that Spanish is a possible tactic, but English is the more likely choice. Consider that USHs are the youngest major racial or ethnic group in the U.S. according to the Pew Hispanic Center. Altogether, nearly 6 in 10 U.S. Hispanics are Millennials or younger. Gen-Z will be the first non-White majority generation, largely because of USH population growth. In other words, USHs are driving the growth of the most coveted target demographic groups in the U.S.

It’s all about acknowledging cultural nuances in new and progressive ways without perpetuating stereotypes.

From a creative perspective, brands benefit from added target relevance and connection when their ads have gestures (aka “winks”) made to NGLs through English-language or bilingual creative that indicates you (the brand) understand exactly who they are and what they’re all about. It can be as simple as integrating a cultural cue that NGLs will get, but the rest of your audience will still appreciate. It’s not about “us or them,” or putting NGLs into a proverbial “USH box,” which they hate. It’s also definitely not about doing a translation of a “General Market” spot. On the contrary, it’s all about acknowledging cultural nuances in new and progressive ways without perpetuating stereotypes. For media buyers and planners, there are so many ways to connect with NGLs in-culture. I’m referring to taking your “winking” creative, or perhaps creative that speaks even more directly to NGLs, and placing it in heavily skewed NGL media environments. This should definitely include NGL platforms like Remezcla and Being Latino, bilingual/urban (and even Spanish) radio stations, NGL social influencer programs, NGL branded content programs, NGL musical artist/celebrity associations and beyond.

IN-CONTEXT (English creative, targeting USH in a non-USH endemic environment)

There’s a saying amongst NGL enthusiasts when it comes to speaking to this audience in-context, and that is “culture (often) begets cultures.” It’s to say that New Generation Latinos don’t live every minute of every day of their lives in a Latino bubble. There are many facets of their lives that have nothing to do with being Latino, and everything to do with just being Millennials and Gen Zers. This experience often mixes with other cultures, albeit with significant USH skews. It doesn’t have to be a USH-endemic environment to effectively target bilingual and English-speaking NGLs. For example, anecdotally I can tell you that BET (Black Entertainment Television) tends to garner a high percentage of USH viewers, as does Court TV, late-night sports shows, and countless others. Who knew?

 Rather than putting all of our eggs in any one USH basket to over-compensate for the “Total Market” rhetoric that’s flying around, how about we OWN OUR ENTIRE STORY.

It’s as simple as doing a Nielsen and/or Rentrak run against bilingual and English-dominants to create a schedule against which to run your in-culture creative. For digital it can be as easy as checking a USH box on Google or Facebook buying platforms and running an A-B test. The same can be done for any other digital platform (directly or programmatically) if you have the right team managing and optimizing your campaign. It doesn’t have to be a USH-endemic environment to effectively target bilinguals and English-dominants. It’s about finding where they are by using the plethora of data and media tools that buyers and planners have at their fingertips and being forward-thinking with your targeting strategies and measurement.

All of this is to say, it’s time to own up to the fact that the USH market and, frankly the entire media, marketing and entertainment space is evolving at a meteoric rate, the likes of which none of us have ever seen. Rather than putting all of our eggs in any one USH basket to over-compensate for the “Total Market” rhetoric that’s flying around, how about we OWN OUR ENTIRE STORY. Our story has NEVER been about Spanish OR English OR the so-called “Latino Youth.” How many advertisers are even targeting “Latino Youth” (ie. – Latinos under 18)? Our story has ALWAYS been about the sum of the parts, the 23 different nationalities that make up the USH population, the east and the west, the north and the south, the NGLs, the Millennials the Gen-Zr’s and everything in between. ALL of these critical pieces ladder up to a unique, beautiful and supremely powerful USH marketplace that spends upwards of US $2 trillion per year. That’s power and clout, folks. Let’s use it. Let’s embrace it, let’s own our narrative and carry it into the future the way we know how to as an industry. If we change our story, we change our outcome. I’m 300% sure of it.

What: Francisco Lindor’s All-Star Game appearance in Washington, D.C. helped enhance his status as one of the league’s rising stars on and off the field.
Why it matters: A crossover standout like Lindor, who has appeal not just to Latinos but to a wide variety of fans, can be what baseball needs as it struggles to market outside of die-hard fans, to younger audiences.

There he was in the midst of the biggest night of stars for Major League Baseball (@MLB ‏) in the summer of 2018, shining as bright as a personality as anyone else and then some. The Cleveland Indians’ Francisco Lindor (@Lindor12BC), a young, athletic, multilingual personable star, chatting up Joe Buck (@Buckand crew on the FOX Broadcast from his spot at shortstop, live in the midst of the All-Star Game (@AllStarGame ‏) in Washington as play was developing all around him.

Not only was he answering questions and giving fans a true “look-see” into the goings on on the field, Lindor was chatting up players around him in English one minute, Spanish the next, with the ease of a talk show host. He also didn’t miss a beat as he tracked down a short 7th inning popup in left field, still conversing with the guys in the booth as the inning ended. At a time when some are questioning the marketability of a young generation of stars, the 24-year-old Puerto Rican seems to be ready to assume the mantle not just for Latino fans, but for all of America as the Tribe (@Indiansmake their play in the season’s second half and beyond.

…in a time when many are questioning the lack of marketing effort put forth around some of MLB’s brightest stars, the Puerto Rico native might be ready for a big next step.

The smooth conversation during the national broadcast wasn’t the first time even that day that Lindor let his personality do the talking. He arrived for the MLB red carpet sporting a stylish backpack and hat, with skinny jeans and no socks, as comfortable with the cameras as he is on the diamond. “His sense of calm and style is impeccable,” said La Vida Baseball (@LaVidaBaseballEditor In Chief Adrian Burgos. “If Prince came back as a ballplayer, he would be Lindor; he epitomizes cool.”

Cool is anything the 24-year-old now Floridian has been on the field again this year, ranking among American League leaders in everything from runs (first as of 7/25) to home runs (5th) to WAR (4th). His brand value is also sizzling.

According to opendorse (@opendorse), the leading platform for pairing athletes of all backgrounds with brands using social media metrics, the man known as “Mr. Smile” has amassed over 84,000 new followers on Instagram since Opening Day, seventh among all active MLB players in growth since the season started. He is also 5th overall amongst Latino stars and gaining fast, trailing only Giancarlo Stanton, Manny Machado, Jose Altuve and Javier Baez.

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That on and off appeal hasn’t gone unnoticed in a world well outside Cleveland now. When LeBron James exited Ohio for the L.A. Lakers earlier this month, New Balance (@newbalance), which made Lindor their global ambassador for baseball, started lobbying that James’ massive downtown billboard be replaced by one of Lindor. The campaign itself fit well into his rise on the field, and was amplified by the national stage last week in Washington, where media big and small suddenly saw star power on the rise. Other brands, like Pepsi, Taco Bell, Lids, and Franklin have started to hitch their ride on Lindor’s growth, and in a time when many are questioning the lack of marketing effort put forth around some of MLB’s brightest stars, the Puerto Rico native might be ready for a big next step.

credit: Flickr/Erik Drost

“Francisco has a rare mix of being comfortable around both the English and Spanish speaking fans, partially because he came to the mainland U.S. at such a young age and grew up in baseball in a multilingual and multicultural environment,” Burgos, who has followed Lindor throughout his career, added. “Cleveland might not be L.A., but his personality and performance will transcend that city, and he is a great fit for what baseball needs: a young, savvy, telegenic crossover star, it’s very exciting to see his potential playing through.”

Now that potential still has a ways to go, both on the field and off. To effectively rise above Ohio and find his way to Madison Avenue consistently, the Indians need to stay in the competitive mix. A healthy season, combined with a vibrant personality for a sport that is working to grow telegenic, multicultural stars is a marriage that sells, and sell Lindor can do.

For brands, for baseball, to the growingly engaged and business savvy Latino audience, and most importantly, to mainstream America, Francisco Lindor is raising the bar. A new star shown brightly in the Nation’s Capital, now it seems ready to take its place in a bright multicultural constellation.

We all should enjoy the view.

What: Research shows that Hispanic women have different attitudes and interests according to acculturation level.
Why it matters: Relationships between brands and consumers are highly dependant on the consumer’s attitudes and passion-points, and in the case of Hispanics, acculturation plays an important role.

As we have previously seen, Latinas have increasingly become bread-winners and decision makers in their household. It is worth taking into account certain characteristics of Latinas, as marketers can learn a lot about how to approach them depending on how they see life. Research shows that acculturation level (the extent to which they have adopted American customs and the English language) influences Latinas’ attitudes and life perspectives a great deal, which is why brands should take that into account when addressing Hispanics, and Latino women in particular.

Less Acculturated Latinas Are More Optimistic

Everyone agrees that life is not easy, but we don’t all take it the same way. According to research by Greenberg Quinland Rosberg Research, 83% of Latinas say that their personal or family’s financial system is doing “very” or “fairly” well. Less acculturated or Spanish-dominant Hispanics were particularly optimistic about their financial situation: 48% said that their household situation had improved compared to the previous year (2016) compared to 28% of more acculturated Latinos. The table below reflects this positive outlook of less acculturated Hispanic women.

Agrees with the below statementHispanic adults 18+Female Hispanics 18+Female Hispanics 18+ (Predominantly Spanish)
Agree% of sampleIndexAgree% of sampleIndexAgree% of sampleVertical %
I’m very happy with my life as it is4,75968.9%1002,63768.3%991,27970.3%102
I like to enjoy life and do not worry about the future3,37949.0%1001,85149.9%10289953.0%108
I am an optimist4,09456.6%1002,33058.3%1031,19763.3%112

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Family is Crucial to Latinas Independently From Acculturation Level

Latinas are strongly family-oriented. They are frequent consumers of family-related publications, and they over-index vs. the general U.S. population when it comes to websites that focus on motherhood and family. They were also found to over-index in visits to websites for big retailers like Macy’s, JCPenney, Wal-Mart, and Target. The table below shows that a great majority of female Hispanics think family is of utmost importance.

Agrees with the below statementHispanic adults 18+Female Hispanics 18+Female Hispanics 18+ (Predominantly Spanish)
Agree% of sampleIndexAgree% of sampleIndexAgree% of sampleVertical %
I enjoy spending time with my family5,77381.4%1003,29285.0%1041,52584.1%103
Family life is the most important thing to me5,37073.5%1003,08578.8%1071,44979.2%108

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Higher Acculturation Levels Bring More Interest in Arts

Generally speaking, interest in news, arts, and even music is positively correlated to the acculturation level of the Latina woman. The more acculturated they are, the more Latinas are interested in international events, as well as in knowing more about other cultures. Meanwhile, less acculturated Latinas say they want to understand about nature.

Agrees with the below statementHispanic adults 18+Female Hispanics 18+Female Hispanics 18+ (Predominantly Spanish)
Agree% of sampleIndexAgree% of sampleIndexAgree% of sampleVertical %
I consider myself interested in arts2,54836.3%1001,51738.6%10660032.3%89
I am interested in international events2,59538.9%1001,39536.8%9560633.5%86
I am interested in other cultures3,74851.9%1002,19055.4%10794548.5%93
Music is an important part of my life4,27959.8%1002,47964.2%1071,12963.5%106
It is important to continue learning new things throughout your life5,55975.9%1003,17279.9%1051,46177.6%102
I like to understand about nature4,54862.3%1002,59765.0%1041,25570.4%113
It is important to be well-informed about things5,24172.0%1002,95474.4%1031,34573.2%102
If I feel strongly about an issue, I would participate in a civil protest1,86326.2%1001,07526.8%10246222.8%87

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

What: A summary of the most relevant consumer insight research in the US, US Hispanic and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • According to the latest IRI® Consumer Connect survey, even though 55% percent of US households say their financial health is good, CPG unit sales growth is anemic and the non-food sector is struggling even more. 64% of Hispanics said their savings had declined during their past year.


  • A recently-released report by eMarketer titled “Ad Targeting 2018: Households, Individuals or Both? Why a Blended Approach Is Often the Answer” shows that ad targeting, and specifically more advanced forms such as cross-device targeting, is top of mind for marketers. The Interactive Advertising Bureau (IAB) and Winterberry Group found the greatest portion of US senior marketing professionals surveyed between December 2017 and January 2018 cited cross-device audience recognition as the marketing topic that will command most of their attention this year.


  • NPD’s Retail Tracking Service shows that US retail spending on general merchandise categories at brick and mortar rose 8% in Q1 2018, compared to Q1 2017, outpaced by increases in the top 20 Hispanic core-based statistical areas (CBSAs) which showed 12% growth during the same period.


  • According to Nielsen’s Fanlinks survey data, podcasting saw a significant growth in engagement from 2016 to 2017. In the fall of 2016, 13 million homes identified as “avid fans” of podcasts, while by the fall of 2017, the number of homes that consider themselves “avid fans” soared to 16 million.


  • Researchers from Yale’s School of Management conducted a study where they examined how changing the sequence of choices might affect a customer’s purchasing decisions. 84 participants were asked to choose a sofa set, selecting either color first and fabric second or the reverse. Then they were asked to type a description of the product. The researchers found that in these descriptions, participants tended to emphasize whichever trait they selected first.


  • The WFA recently found that two in three brands intend to increase their influencer spend this year even though 95% of respondents are afraid of fraud. The same article reveals new research from CampaignDeus shows one in eight Instagram influencers has bought followers in the past six months.


  • comScore, Social Studio and Shareablee shared an analysis about World Cup engagement online in Latin America. They found that Latin Americans were most active on Facebook; Coca-Cola and Adidas were the most-mentioned sponsors, and Brasil was the country with most mentions throughout the tournament.

What: Portada talked to the two minds behind the new Got Milk? campaign: Steve James, Executive Director of the California Milk Processor Board, and John Gallegos, CEO of Gallegos United to find out more about the cultural attunement insights behind the effort.
Why it matters: The unprecedented growth of the US multicultural population is calling all marketers into action; by analyzing how experienced companies deal with the cultural attunement question, we can gain helpful insights as to the most effective ways to (not answer it) approach it.

First launched in 1993 by the California Milk Processor Board, the “got milk?” advertising campaigns have become one of the most referenced, beloved, and awarded campaigns in marketing history. A long list of celebrities (from Britney Spears and the Friends cast all the way to Kermit the Frog and the Simpsons) with milk mustaches and a memorable slogan have definitely earned the brand good health over the years, but both the landscape and the organization’s approach to milk have changed.

Until recently, their work followed a clear targeting strategy: appealing to the “general audience”, and to Hispanics in a more separate and specific way. And for almost two decades, the strategy worked like a charm: in 1996, 4 years ahead of the 2000 census which showed that Latinos comprised a staggering 32% of the population, the CMPB launched its first original campaign in Spanish, “Familia, amor y leche”.

In 2006 it was replaced by “Toma leche”, an effort to unify the agency’s English and Spanish work by using humor as a vehicle for touting milk’s multiple benefits. In 2011, successfully appealing to the segment’s more hopeful and aspirational traits, they came up with the character “The Master of the Glass Half-Full”, adopting “positivity” as a direct response to Coca-Cola’s appropriation of “happiness”.

But now, after 24 years and more than US $2 billion of marketing support, per capita consumption of milk is once again caught up in a sustained, albeit more complex decline. From 2012 to 2017, milk sales fell 3.5 percent, while dairy alternatives grew by 4 percentaccording to CNBC. And since the early 2010s revealed that milk may not be the key ingredient to building healthy bones and preventing osteoporosis as it was long believed to be, its place in the food pyramid has been threatened, too. As part of our long-going search for insights that help identify what attributes or qualities make a brand multiculturally appealing, we talked to CEO of Gallegos United John Gallegos and Executive Director of the CMPB Steve James about the new culturally-driven Got Milk? campaign.

1. Cultural attunement is elusive; when in doubt, go for the universal

In the face of challenges, the CMPB partnered up with the agency Gallegos United, an agency with experience in culturally attuned campaigns, such as the TurboTax Chupacabras ads. Then, CEO John Gallegos brought his experience to the table from the get-go, pertinently realizing that, “although Hispanics are a growth driver for the business, there’s always the danger of making the effort ‘overly Hispanic’ or to generalize the message where it doesn’t have as much impact with Hispanics”.

The strategy shifted […] to unifying the already vastly diverse Californian market with a universally relatable ad campaign.

The new goal was to avoid segmenting and alienating consumers by over-polarizing the message, so the strategy shifted from “diversifying” to unifying the already vastly diverse Californian market with a universally relatable ad campaign depicting children’s relationship with milk for an audience of cross-cultural Millennial parents, the largest and fastest-growing volume consumers in the Californian market. “We think these children and their busy, over-scheduled, over-committed lives are a universal phenomenon, not just Hispanic”, says Steve James, Executive Director of the CMPB. “Millennial parents can also relate to this, since they’re as heavily involved as the children”. Ironically, if you want specific demo groups to identify with it, make it as universal as you can.

2. The honest perspective of children helps bring it home

One of the things that make the ads so relatable is that kids are actually honest and enthusiastic spokespeople for the product: as Steve James pointed out, recent research from the dairy industry indicates that a vast majority of kids love drinking milk and would be happy to drink more, but that their parents are the ones limiting their portions and offering other options. So the campaign aims at both children identifying with the problematic and making parents realize that they might not need other options. Even the ad with the boy going “Ah, pica!” when trying some hot sauce, appeals to all Californians because “salsa” is universal for them; which talks about how cultural attunement is a two-way phenomenon.

The segment gets both inclusion and greater exposure levels than the “general audience”, a term whose lines keep blurring more and more.

And in the era of vast options, the toughest challenge for marketers is managing an immensely broad media landscape while creating the now essential emotional connection with consumers. Steve James explains: “We’re speaking to consumers where they are, whether it’s on television, digital, social media, streaming, point of sale… We’re trying to find consumers at any possible touch point we can”. And that might just be the only differentiating factor between the two recently unified segments, since Hispanics over-index on portable devices, digital devices, and digital consumption. As a result, the segment gets both inclusion and greater exposure levels than the “general audience”, a term whose lines keep blurring more and more.

3. Television still stands out among more modern media

However deep into the age of the portable device, good ol’ television is —surprisingly enough— still the key player to start the conversation. “If you’re not on television, you sort of don’t exist,” asserts James, “people expect you to be on TV, so we’re spending a lot of our media dollars on TV […] and point of sale this year, where we’re increasing our spend in retail so that we can connect the dots”. But the days in which campaigns could rely mostly on television are over and done with, which represents a huge challenge for traditional players who started campaigning more than two decades ago. “We used to be able to produce a commercial or two and run them on three networks and call it a day, and that was all you had to do. Now, we’re trying to reach people through their streaming devices and their cellphones and their iPads and social media”, says James. “We’re doing all we can to adapt to that new environment”.

But how are Gallegos and his team planning to actually connect with their audience beyond ad placement on multiple devices? One of the most notable trait of Millennials is their constant and active search for answers, unlike previous generations that just accepted the wisdom of their parents or society. So one of the most important activations of the campaign will be based on joining the conversation and give new parents “something they can count on”, as one the campaign’s taglines declares.

“If a millennial parent has a question like ‘should I be serving more milk?’, or ‘is milk so good for my kid?’ we want to be in the conversation,” states Gallegos. “We want to be talking to influencers, whether it has to do with food, health, or nutritional benefits. And many of those conversations are happening online and in the social media. We’re hoping to meet that challenge by providing a lot of good, solid, factual nutrition information to those people who are searching for it”.

A cool-looking kid welcomes Facebook users to the “got milk?” with the line “I don’t trust men who don’t drink milk”

4. A campaign’s success depends on “when” as much as on “how”

For example, they tapped the cereal and granola consumers by branding such products with a reminder in 2015

In marketing, it’s not all about the how, but also about the when. Timing is crucial for an ad campaign to reach its audience in the correct context and mindset. According to Jennifer Mull, Chief Marketing Officer at the Gallegos United collective, following the campaign launch in July the agency is creating a ‘crescendo’ during the Back-to-School timeframe, “Building on media every week with the addition of social, digital content, radio, and point of sale. [It’s] the season when families get back into their routines for the school year, so it was important to remind them how they can count on milk to power through their daily lives at any and all times,” asserts Mull. “[We’re] also planning a big consumer activation that will bring to life how kid’s lives are tough and milk is always there to get them through it, the details of which are still in development”.

The ‘You Can Always Count on Milk’ campaign is a multi-billion effort meant to touch all of California’s consumers and advertising will be unified across all segments with English and in-language communications in Spanish, Chinese, Korean and Tagalog. We’ll wait to see how it turns out.

What: Tú cuentas, the platform dedicated to US Hispanics’ opinions on products and services, has revealed the results of their latest study. We at Portada talked to Olga Bueno, founder and CEO, about the key findings.
Why it matters: Tú Cuentas’ survey has shown Hispanics are optimistic about the future as long as key values are in order, which should be integrated into marketing efforts to address this audience.

Olga Bueno, founder and CEO of Tú Cuentas

When Olga Bueno founded Tú Cuentas back in 2011, she noticed there was not a place available online where Hispanics living in the US could speak openly about everyday opinions and habits. Now, Tú Cuentas is a place where Latinos feel safe, like someone is paying attention to their needs and it is worth it to participate in surveys that could have some resonance in the Hispanic market. We talked to Olga a few months ago about the essence of her work; this time, she provides her insights on the latest survey conducted by Tú Cuentas, which sheds light into Hispanics’ feelings and perspectives about the new year, living in the United States, and how their lives have changed with Drumpf’s administration. Thanks to the survey’s insights, marketers (and particularly multicultural) can get a good idea of how to successfully connect with the ever-growing Latino audience in the U.S, and more importantly, how to gain their trust.



1. In Spite of All, U.S. Hispanics Remain Optimistic

According to the survey results, Hispanics in the United States are highly optimistic. In spite of the new administration, and contrary to what could be expected, they feel their lives have improved during the last year rather than worsened. “One would expect immigrants here to feel more rejected, to believe it has been a bad year for them,” said Olga Bueno. “But somehow they are happy, grateful to be here, and they have faith that everything will be better. I was surprised to hear that 2017 was better for them than 2016 after having Drumpf as president and the country becoming more anti-immigration.”

Even though 51% of the respondents believe they would be better if Hillary Clinton had won the election, 65% agree that 2017 was better than 2016, and the main reason was that they felt stable at work.














2. Hispanics Decide to Stay Positive and Make it Better

Perhaps the key words would be “in spite of”. US Hispanics are aware of the country’s issues. When asked what they feel are the most important problems, a majority mentioned racism, terrorism and immigration, but in spite of all the things that could go wrong, they decide to stay optimistic. In Olga Bueno’s words, “Family and work are the two aspects that really matter, if those are fine, then it’s okay. Even if the rest is not going that well, I choose to remain optimistic and trust that it will get better.” Then, 2017 was better than 2016 because they worked to make it better. They put enough effort into family and work life, and they plan to keep on working in 2018. According to the survey, 63% of the respondents think they will be financially better or much better in 2018 than in 2017, and only 6% think they will be worse or much worse.


3. Marketers Need to Learn to Communicate with Latinos

Once upon a time, marketing campaigns targeted to Hispanic needed simply to be in Spanish and they could be effective. Now, there’s an idea that language alone is not enough, and there has been a successful move towards culturally-targeted strategies rather than language-targeted. “Marketers feel the future Latino,” asserts Bueno, “a more acculturated Latino, born and raised in the U.S., proud of their country and relatively integrated to the American society.” But this does not necessarily represent Hispanics’ true connection to their heritage. In Olga Bueno’s experience, even when consumers prefer content in English, they are still interested in using Spanish as an anchor to their Latino identity. Even when it’s easy to go with the majority, “We’ve seen people whose second language is Spanish choosing to speak it over English. For them, Tú Cuentas is a Latino place, akin to their community, so they feel like using Spanish with us,” she explains.

Tú Cuentas is a Latino place, akin to their community, so they feel like using Spanish with us.


4. Hispanics Might Not Know How Important Their Vote Is

Among the key findings of the study conducted by Tú Cuentas, Olga Bueno mentions that Hispanics in America are not fully aware of the collective power they have to influence policy, even if they are fully cognizant of what needs to be improved in the country. “I was surprised because they know about the country’s problems, like racism, immigration, gun control…, but they don’t know why they are voting next November,” she says. “Something we need to achieve with the Latino market is letting them see they have power, their community is powerful, but they need to be better informed.”


5. Multicultural/Hispanic Marketing Has a Great Future

At the end of the day, knowing all this about how Latinos feel in the U.S. gives us great insight into the needs of the Hispanic market, but marketers need to use this information wisely. As Olga Bueno explains, “They will remember, and future generations will remember, who is on their side and who is not. They’ll remember which company has listened, and which company has turned its back on them. Firms should not forget, this is a minority that is gradually becoming a majority that should not be pushed aside.”

They’ll remember which company has listened.

Hispanics account for a significant part of all Americans, and while some companies are on the right track, there is still a lot to learn about how to communicate with them, and how to become a brand they not only trust, but they want their family to trust as well.

Text written by Lorena Hure @lorenahure

Which gaming sites do US Hispanics prefer? What is most important to them? How are users spread out within this category? Read on for the answers to these questions, drawn from comScore’s March 2017 ranking.

Forty percent of US Hispanic users visit game sites as part of their online entertainment activities.

Source: comScore Media Metrix, US, Hispanic All, Home and Work, PC/Laptop only, March 2017Total Unique Visitors (000)
    Total Internet:  Hispanic All26.592
1    EA Games – Media Network1.301
3    IGN Entertainment875
4    Curse856
5    GameSpot813
6    Fandom Games, Powered By Wikia659
7    TWITCH.TV605
8    Reddit Games590
9    Gamer Network481
10    Miniclip447

The themes within this category seem to be diverse, with no one predominant activity. Individually, the number of unique users on each of the ranked sites and platforms did not exceed 5% during the reporting period.

Based on the ranking, we can discern that, for US Hispanics, online games are as important as participating in forums where they can comment and find out about their favorite games. Although e-gaming is not new, it is interesting to observe how users are increasingly interested in this mode of content consumption, as well as the response of these platforms to constantly reinvent themselves with new games and monetizing modalities that come from both users and advertisers.

Which sports sites are the most visited by US Hispanic users? What types of content do they provide? Do US Hispanics prefer visiting news sites or web sites of their favorite sports leagues? Read on for the answers to these questions, drawn from comScore’s February 2016 rankings.

70.7% of all US Hispanic web users regularly visit sites with sports-linked content.

Source: comScore MMX, Multi-Platform, United States, Hispanic All, Sports, February 2017, Desktop 2+ and Mobile 18+Total Unique Visitors/Viewers (000)
Total Digital Population
   Total Internet: Hispanic All35,046
1   ESPN9,554
2   Fox Sports-SI Group-Perform Media7,566
3   Yahoo Sports-NBC Sports Network6,916
4   SB Nation6,302
5   CBS Sports6,287
6   Bleacher Report – Turner Sports Network6,001
7   USA TODAY Sports Media Group5,769
8   NFL Internet Group4,243
9   Minute Media2,588
10   MLB2,355

The ranking is clearly led by ESPN‘s sports news and content site. Out of the total number of users who visit sports content sites, 38.6% of them chose to visit this site regularly. In fact, the first 7 spots in the ranking are occupied by sites focused on sports news, not teams or leagues.

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The first sports league to be ranked in this Top 10 list is the NFL, with 4.2 million Hispanic followers. We know that the National Football League is among the most relevant sports leagues in the United States. However, among the Hispanic population, American football is not the most followed sport.

In the number 10 spot is Major League Baseball (MLB), the second league site in our ranking, with 2.3 million unique visits.

Hispanic netizens undoubtedly prefer to stay well-informed about sports news in general, as opposed to visiting specific sports and league sites for updates.

Which websites do US Hispanics prefer? What activities do these sites allow them to do? Does gender play a role when it comes to choosing online media? Read on for the answers to these questions, drawn from comScore’s February 2016 ranking.

85% of US Hispanic users visited Google sites in the reporting period.

Source: comScore Media Metrix, US Hispanics-Spanish Primary Language, Work & Home, PC/Laptop Only, February 2016, 2+Total Unique Visitors (000)
    Total Internet:4,999
    Top 10 Properties
1    Google Sites4,226
2    Microsoft Sites3,135
3    Facebook2,839
4    Yahoo Sites2,626
5    Amazon Sites1,405
6    Apple Inc.1,015
7    AOL, Inc.988
8    Comcast NBCUniversal932
9    eBay782
10    Wikimedia Foundation Sites671

Microsoft sites came in second, chosen by 63% of unique users.

The production and consumption of content are important activities for US Hispanics, who also gravitate towards Facebook, which ranked third with 57% of users.

The Yahoo and AOL portals together attracted 73% of unique visitors, which would indicate a certain level of user interest in consuming general information.

E-commerce occupies a considerable place within the habits of Hispanic users—Amazon and eBay collectively received 44% of unique visitors.

Apple, the only site dedicated exclusively to vertical technology, ranked sixth with 20% of unique users.

Almost 20% of users view NBC’s television content, which placed Comcast in eighth place in the ranking.

Rounding out tenth place were the Wikipedia sites, which reflect some “encyclopedic” interest among 13% of users.

What Women Want

Female site usage was consistent with overall user preferences, with the exception of vertical technology.

Source: comScore Media Metrix, US Hispanics-Women-Spanish Primary Language, Work & Home, PC/Laptop Only, February 2016, 2+Total Unique Visitors (000)
    Total Internet : Custom Target2,027
    Top 10 Properties
1    Google Sites1,660
2    Microsoft Sites1,212
3    Facebook1,100
4    Yahoo Sites1,077
5    Amazon Sites515
6    Comcast NBCUniversal382
7    AOL, Inc.344
8    Apple Inc.337
9    Dropbox Sites255
10    eBay242


Specifically, it seems that for women, the content provided by NBC is more interesting to them than Apple products (whose site ranks eighth among female users).

Another interesting note is the presence of Dropbox, ranked ninth, which would appear to indicate a higher interest in file than e-commerce (eBay), ranked tenth.

As for Wikipedia sites, which occupy last place in the general ranking, they do not appear at all among the sites favored by female users.

Which are the preferred video platforms by U.S. Hispanics? What types of content do they prefer? How do they establish their consumption priorities when it comes to media? The answers to those questions and more, according to comScore‘s August 2016 rankings.

In August 2016, 60% of Hispanic users in the United States consumed video content through Google sites.

MediaTotal Unique Viewers (000)
    Total Internet:  Hispanic All31.313
    Top 100 Video Properties
1    Google Sites21.444
2    Facebook10.632
3    Yahoo Sites9.533
4    VEVO5.783
5    BroadbandTV5.681
6    Warner Music5.477
7    Microsoft Sites5.344
8    Vimeo4.957
9    Comcast NBCUniversal4.339
10    Machinima Entertainment4.195

In second place on the list of preferred audiovisual platforms is Facebook, with 34% of unique users, followed by Yahoo, with 30% of the Hispanic visitors in the United States.

Music via video format is nothing to underestimate: as much as VEVO (Universal Music, Sony Music) and Warner appear in fourth and sixth place, respectively, the sum of unique users that they attracted in the informed month is more than the total number of visitors that watched videos on Facebook.

A similar case to that of music is observed on MCN platforms on this ranking: the sum of BroadbandTV and Machinima‘s users places this category in third place, moving Yahoo to fourth on the list.

Microsoft sites, in seventh place, received 17% of the users, while Vimeo attracted 16%.

When it comes to online television content, the only company that appears is NBCUniversal, with 14% of the users.

What consumer categories are seeing increased demand from Hispanics? We talked to Packaged Facts’s Daniel Grandson, Ana Crandell of OMD Multicultural and Isabella Sanchez of Zubi Advertising to find out.

1.Latinos Are Increasingly Adopting Financial Tools 

A recently published study by research firm Packaged Facts has revealed data that should serve as further incentive to allocate significant time and money to targeting Hispanic consumers. One of the biggest takeaways from the report is that Hispanic consumers are increasingly adopting financial tools like credit packageddcards. Packaged Facts analyst Daniel Granderson noted that “Hispanic consumers have recently registered an exceptionally high increase in credit card ownership, when historically they had a below-average tendency to own and use credit cards.”

US-Hispanics are also buying life, health and automobile insurance at a faster rate than non-Hispanic households. In fact, “Latino households were responsible for 65% of the growth in the number of households with automotive insurance, 52% of growth in the number of households with health insurance and 31% of growth in households with life insurance,” Granderson added.

2. Hispanics Buying More in ‘Nesting,’ Less in Household Products Categories

Ana.CrandellWhen it comes to allocating effort and budgets to reaching Hispanic consumers, Ana Crandell, Group Account Director at Optimum Media Direction (OMD) Multicultural (foto), asserts that she has seen increased interest in prioritizing Hispanic consumers across a wide range of sectors: “It really has been across the board, though I would say the retail and CPG categories seem to be the ones that are starting to allocate more of their marketing dollars toward this segment.”

Crandall’s observations go along with the Packaged Fact’s study findings, as Granderson highlighted that a “noteworthy pattern in recent spending shifts on the part of Hispanic households is an increase in spending on goods and services, such as furniture and in-home entertainment equipment, that fall in the category of ‘nesting.’”

Hispanics have also increased spending on personal services like childcare, and are buying new instead of used cars at an increasing rate, reversing a long-standing trend.

3. Hispanic Americans’ Households Are Growing – Quickly 

If we look at the math, Granderson says, it’s easy to understand why the Hispanic consumer has become a priority for any marketing strategist.

I would consider 2010 to represent the tipping point, when marketers finally started to proactively acknowledge the business opportunity this segment represents to their respective brands.  This latest set of data just further validates this.

“Hispanic households have had and are likely to continue to have an outsize impact on growth in consumer spending in a wide variety of areas,” Granderson says, because Hispanic households are growing at a faster rate than non-Hispanic households, at 8.1% vs. 3.0%.

This is also true of the rates of spending when we look at Hispanics vs. non-Hispanics: while Hispanics still spend less than non-Hispanics, on average, between 2012 and 2015 average annual consumer expenditures by Hispanic households grew at a higher rate (9.7% vs. 8.6%). So this translates into a higher rate of growth in aggregate spending among Hispanics vs. non-Hispanics.

Crandell adds, “We started seeing a substantial increased interest in this particular segment immediately following the release of the last census, 6 years ago.  In fact, I would consider 2010 to represent the tipping point, when marketers finally started to proactively acknowledge the business opportunity this segment represents to their respective brands.  This latest set of data just further validates this.”

Check Out: First half 2016 recap: 11 marketing and media developments you need to know about

4.Luxury Brands Want in on the Action

Isabella Sanchez_Zubi_BWIsabella Sanchez, VP of media integration at Zubi Advertising (photo), affirmed that there is usually “renewed or refreshed interest” in Hispanic consumers whenever a census comes out. This particular report, Sanchez says, and its focus on Hispanics’ increasing income, “is great affirmation to the diversity of the Hispanic market.”

But that increasing income also means that luxury brands, which had operated under the assumption that Hispanics could not afford their products, have started singing a different tune.

The Hispanic market is not such a minority market anymore. Hispanics are the dominant market for the population segment in certain cities, and as companies look to grow their business, they’ve reached a point of saturation in the general market and may be as penetrated as they’re going to be. So the Hispanic market is the most logical…that’s where the growth is in every industry.

Sanchez highlights the case of Lincoln Motors, who turned to Zubi for support in a Hispanic marketing strategy to support their general campaign to compete with popular German brands like Mercedes-Benz and BMW.

Zubi’s work for Lincoln has been “very successful,” and serves as proof of the fact that Hispanic consumers are now a crucial demographic in the luxury market. Before, “luxury was under the impression that Hispanics could not afford these types of things, and that if they could, they could be reached with the general market advertising,” Sanchez remembers. Not anymore.

Are Marketers Really Paying Attention?

4880265002_5bf1a62db3_zWhile marketing professionals, agencies and brands have generally recognized that the Hispanic consumer represents a key demographic, it has been difficult to keep up with the evolution of Latinos in America today.

Marketing professionals that target Hispanics still seem to have an incomplete understanding of who those in this demographic really are and how they make their purchasing decisions, which is why marketers that specialize in multicultural or Hispanic targeting find significant demand for their services.

Zubi Advertising’s Sanchez points out that the interest in the Hispanic consumer is nothing new, but that the key is that “the Hispanic market is not such a minority market anymore.” Today, Hispanics comprise “the dominant market for the population segment in certain cities, and as companies look to grow their business, they’ve reached a point of saturation in the general market and may be as penetrated as they’re going to be. So the Hispanic market is the most logical…that’s where the growth is in every industry.”

Crandell echoes that sentiment: “This is a very dynamic segment that is unlike any other and marketers are therefore continuously looking for a way to get a full grasp of what exactly it is that makes them so – and, more importantly, how to best engage with them.”

But she adds: “That said, I have definitely witnessed increased willingness among marketers to spend the necessary resources to gain a better understanding of them.”

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A summary of the most exciting recent news in online video in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Amazon is ready to compete with YouTube: The e-commerce giant has launched a service that allows users to post videos and earn royalties from them, called Amazon Video Direct. The videos will be free to watch and will not have ads, but viewers can also opt to rent or buy videos they like.

Time Warner Cable
claims that online video companies are lying about how much more effective in reaching audiences they are than linear TV. The company made the interesting decision to hold an event at the Newfronts, which are usually set up by digital media companies doing their best to time warner
make television irrelevant. Fred Bucher, chief marketing officer at Time Warner, pointed out that cable is digital as well, and  that its video ad delivery is much more effective than other online video platforms.

According to the Digital Content NewFronts’ Video Ad Spend Study, there has been a 114% increase in investment in original digital video programming over the past two years. Details on other interesting findings in the report here. 

Yahoo conducted a video report with Nielsen and Hunter Qualitative, and revealed that on the one hand, horizontal landscape ads are more effective than vertical landscape ads in terms of increasing affinity for brands, but on the other hand, portrait ads are far more effective vertically. Auto-start video ads in native environments were also found to be particularly effective, generating 51% better aided recall, 10% higher brand familiarity, and 4% higher brand affinity compared to user-initiated ads.

As a part of its efforts to expand its presence in online video, Twitter has paid $10 million for the rights to stream 10 Thursday night NFL games without authentication, with 15 ad slots for each game. The digital platform will also introduced advanced targeting tools for video ads in the fall.

Magna Global, whose clients include Johnson & Johnson, Coca-Cola, and Fiatannounced at NewFront that they have agreed to buy $250 million in video ads from YouTube. David Cohen, president of Magna Global North America commented, “We have negotiated a meaningful share shift from linear television to digital video.”

AdWorks, AT&T‘s advanced advertising services unit, claims that they saw a boost in sales for advertisers between 19 and 87% in a recent trial of multi-screen, multi-device addressable advertising conducted with Opera Mediaworks. TV advertising increased sales by 19 percent, and 27 percent when a consumer received the same ad on both their TV and mobile device.

Condé Nast Entertainment announced plans to expand its premium digital video network with three new incubator programs designed to discover and develop the next generation of storytelling talent, more video content, increased data capabilities, a distribution partnership with Comcast further adding to the company’s comprehensive distribution across more than 50 platforms, and industry-first measurement for branded content video performance.

Virool, the video distribution platform for marketing professionals, and Rubicon Project, which operates a giant open advertising marketplace, have created a new vertical video unit for advertisers and editors. The product, called Vertical Reveal, will help scale programmatic advertising to bring video ads to buyers and sellers on mobile devices.

Revelist.com, the recently launched millennial women website from CafeMedia, is reporting record digital video performance and traffic growth, exceeding 1 million monthly visitors and 76 million video views in its 3 months in market.

New trends in online video monetization, measurement, engagement and many more aspects of the emerging OTT market will be explored at the Latin Online Video Forum during PortadaLat in Miami on June 8-9, 2016. Get your tickets at early bird price now!


According to a report from the Interactive Advertising Bureau (IAB), online ad investments grew by 24% in Chile during 2015. Over the last five years, Chile’s online advertising grew from less than $50 million yearly business to current $160 million. Chile’s Internet penetration is also impressive – there are 76 connections for every 100 inhabitants – and the country has one of the highest broadband penetration rates in the region.

Telefónica has announced that it spent $100 million to update its LatAm satellite hub in Peru in order to support online video
growth in the region and expand its Movistar Play SVOD service, which it claims will be available in 12 coutries by the end of 2016.

According to the Global Programmatic Advertising Spending Market 2016-2020 report, global programmatic advertising spending could grow at a CAGR of 20.56% during the period 2016-2020, as programmatic advertising picks up speed in LatAm and the APAC region.

lanacionArgentinean newspaper La Nación has launched a daily live online video newsfeed to target mobile audiences.

HBO has announced that basic pay-TV subscribers in Chile with HD encoders and TVs will be upgraded to premium HD HBO package in order to improve the user experience.

It’s official: Argentines now watch more content online than they do on TV. A study by IMS reports that Argentines
watch 11.1 hours of content per week digitally, versus 5.2 hours on TV.
NBC Olympics and Buzzfeed are teaming up to produce the NBC Rio Olympic Discover channel for the Olympic Games in Rio de Janeiro, Brazil. NBC is also partnering with Snapchat to create “Live Stories” from attendees at competitions in the form of videos and photos.

What: Alexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, Pedro Cabral, founder and former CEO of Agencia Click in Brazil and former Chairman of Isobar Global, are joining Nobox, a full-service marketing agency.
Why it matters: The executives  will continue developing Nobox’s Latin America business. Hohagen as CEO and Partner and Cabral as as new Chairman and Investing Partner.

descargaAlexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, is joining Nobox, a full-service marketing agency to continue developing its strong Latin America business, as CEO and Partner. Hohagen will bring his experience with advertising and technology in these markets with the goal to further enhance the agency’s relevancy and footprint for its marquee clients including Netflix, PlayStation, Hotel Tonight, Marriott, Copa Airlines, Royal Caribbean and Volkswagen.

In addition to Hohagen, Pedro Cabral, founder and former CEO of Agencia Click in Brazil and former Chairman of Isobar Global, will become the new Chairman and Investing Partner, joining Co-Founder Jayson Fittipaldi, who will remain as Chief Creative Officer. Carlos Garcia, Co-Founder and former CEO of Nobox will remain a partner and advisor on innovation as he leads a new venture in marketing tech.

“Nobox’s work for some of the world’s leading brands, bringing relevant digital strategies to Latin America, made it quickly the most consistent digital agency in the region. We were attracted to Nobox because of the combination it brings of creativity and technology, to achieve amazing results for its clients. We are thrilled to be part of it,” Hohagen said.

“Through the way Nobox approaches marketing, we are able to deliver solutions in a broad way, allowing us to eliminate media waste; and that is crucial for Latin America companies today,” Cabral added.

2016 Agenda

Nobox is a full-service marketing agency with more than 15 years in the market. With a clear focus on digital and social, Nobox supports brands to achieve their objectives online and beyond.

In 2016, Nobox has the opportunity to continue developing in the US Hispanic and Latin America region, even though some markets are going through tough times.

“The experience that Pedro brings in digital, along with the knowledge in performance marketing and success that Alexandre has reached spearheading the launch of both Google and Facebook in the Latin American and US Hispanic markets, are the perfect combination to take our work to the next level,” said Fittipaldi.

Growth is a big objective to Nobox, which will now broaden its offering as part of the considerable change ahead. In 2016, Nobox has the opportunity to continue developing in the US Hispanic and Latin America region, even though some markets are going through tough times: “We see a big opportunity in Latin America. We believe that now is the perfect time for us to grow, especially as some markets struggle. Our approach is very much focused on impact and results; and that’s exactly what clients will be focused on moving forward,” Hohagen said.

We take a look at the media consumption habits of Hispanic Americans compared to the rest of Internet users in the country, according to comScore‘s rankings.

Translated by Gretchen Gardner

Hispanic Americans‘ consumption habits do not differ from those of the rest of the country’s Internet users when it comes to the top-ranked sites.

In the case of both Hispanic Americans and the general American populace, Google is ranked first, followed by Microsoft and Facebook.

In fourth place is Yahoo, followed by Amazon, AOL and Mode Media.

Further down the lists, we see a divergence in the rankings: while the general U.S. populace placed CBS Interactive in eighth place, US-Hispanics seem to be interested in keeping updated on Apple products.

The Wikimedia sites are also present on both rankings, but in different places. While these sites occupy ninth place in the American populace’s rankings, US-Hispanics placed it in tenth.

US-Hispanics put Comcast NBC Universal in ninth place.

Finally, the general U.S. populace prefers to shop for groceries online, (or at least the persence of Wal-Mart in tenth place suggests that this may be true).

Inquiries, Content Production, e-Commerce and the Consumption of Quality Content

From looking at the rankings of the 10 most-visited sites by US-Hispanics, one observes that users are carrying out four primary activities online: inquiries and searches, content production, online shopping and the consumption of high-quality content.

The presence of Google and Wikimedia on the rankings suggests that users are looking for lots of information online, probably due to the immediate answers as well as easy access that these sites provide.

Facebook, in third place, indicates the importance that US-Hispanic users assign relating with their friends and acquaintances through the consumption and production of content.

The presence of Amazon and Apple on the rankings signal a certain consumption habit related to online shopping, as well as an interest in staying updated on the newest products and trends.

Finally, we see the consumption of curated or quality content through Mode Media and Comcast NBC Universal. With regards to Yahoo and AOL, while they do provide quality content, they offer a wider range of services, and the fact that they both facilitate the creation of e-mail accounts is no small detail. It is likely that many Hispanic Americans use these companies’ platforms for their e-mail accounts.

Source: comScore MMX, United States, December 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Total Internet: Persons: 6+232.202
1Google Sites208.309
2Microsoft Sites151.063
4Yahoo Sites140.012
5Amazon Sites118.629
6AOL, Inc.101.186
7Mode Media72.346
8CBS Interactive63.280
9Wikimedia Foundation Sites56.573
Source: comScore MMX, United States, December 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Hispanic All: Persons: 6+30.464
1Google Sites27.716
2Microsoft Sites19.423
4Yahoo Sites18.171
5Amazon Sites13.409
6AOL, Inc.11.139
7Mode Media8.891
8Apple Inc.7.361
9Comcast NBCUniversal6.962
10Wikimedia Foundation Sites6.804

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We made an analysis of the Top 20 Most visited sites in the U.S Hispanic and LatAm Markets, according to ComScore. In both rankings, there are several  e-commerce platforms, which is interesting, because it shows how relevant these sites are for users in both regions. But there are differences in the relative weight of these sites in the U.S. Hispanic and Latin American markets.

Comercio Electrónico While it is no news that e-commerce has developed rapidly in the U.S., the fact that in the U.S. Hispanic ranking there are 4 e-commerce related companies (Amazon, eBay, Wal-Mart and Craigslist, although the latter is more classified-oriented) reflects a stronger presence of e-commerce sites in the U.S. Hispanic market when compared to Latin America (where there are only two E-commerce sites among the top twenty sites ranked by unique users, see below).

In Latin America, it is interesting to note how Mercado Libre and OLX are part of the Top 20 Most Visited sites by Unique Visitors.

Total Unique Visitors (000)
Source: comScore Media Metrix, U.S.. HISPANIC All, Home and Work, Top 20 propertiesMay-14May-15% Change
   Google Sites26,03726,0490
   Microsoft Sites22,91718,189-21
   Yahoo Sites22,61518,020-20
   Amazon Sites10,29011,59113
   AOL, Inc.11,44710,967-4
   Mode Media9,6319,134-5
   Wikimedia Foundation Sites6,3017,59220
   Apple Inc.8,2377,063-14
   Comcast NBCUniversal5,9206,2455
   Turner Digital7,7526,181-20
   CBS Interactive6,1305,887-4
   Ask Network7,3665,531-25
   craigslist, inc.4,7025,37114
   Adobe Sites2,9724,06937

Comment: Google, Facebook, Microsoft and Yahoo are the top 4 within the ranking accounting for almost 44% in May 15. Google, which is first in the ranking, accounts for almost 14% of Unique Users in May 15.

Total Unique Visitors (000)
Source: comScore Media Metrix, LATIN AMERICA, Home and Work, Top 20 propertiesMay-14May-15% Change
   Google Sites167,532166,035-1
   Microsoft Sites133,513123,741-7
   Yahoo Sites118,81799,994-16
   Wikimedia Foundation Sites66,80161,372-8
   Terra – Telefonica61,75051,211-17
   R7 Portal48,83844,581-9
   Ask Network53,16132,480-39
   Grupo NZN29,07930,0043
   IG Portal31,39726,270-16
   Batanga Sites15,56025,82366
   OLX Inc.20,38625,15023
   Softonic.com Sites30,07823,732-21
   BitTorrent Network20,16522,62712

Comment:In this second ranking, Google, Facebook, Microsoft and Yahoo are the top 4 again with almost 38% of Unique User in May 15.Google ranks first with 15, 5% of unique Users.

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