Page 7 - HCMO-2018

Hispanic CMO, presented by López Negrete Communications 2018 Edition
Further, research studies have consistently demonstrated since the early 2010s that Blacks and Hispanics overindex against the total population with television consumption.
Lindsey-Warren recalls a conversation conducted while at UniWorld with Noel Wallace, today the President/COO of Colgate-Palmolive. “He was trying to explain why they needed to buy time on certain shows and ... he still didn’t get it,” she laments. “We’ve been in the room for many, many years before we started this academic journey. Being in those rooms seals our research and reinforces why these brands need to do better.”
It also explains why the research conducted by James and Lindsey-Warren is based on “multicultural” consumers and not broken out by Black, Hispanic or Asian groups. James explains, “Early on we tried to look at it by ethnic group, but there was very little difference in how this moderated the background.”
DOLLARS TO PEOPLE
People who identify as Asian American, African American or Hispanic make up 32% of the population and almost $3 trillion in discretionary income. Yet, advertisers expend less than 10% of their aggregated marketing and advertising budgets addressing these ethnic groups.
This point has been made many a time by Latino marketing and advertising professionals. Yet, the same piece of pie multicultural media has been privy to remains – and is getting nibbled on by the nimble little mouse called “local digital.”
To James and Lindsey-Warren, the programming genre is paramount for marketers.
Their white paper recommends nurturing the context planning discipline in media agencies to help ensure that media plans are grounded in consumer insight and representative of the ethnic backgrounds of the viewership.
“If I am a marketer and this is my opinion, and I want to go after the Hispanic consumer, for me to reach this segment in aggregate I would be ‘ethnic agnostic,’” James says. “I would look at the programming genres and see what they are watching. If comedies are big, why don’t I look for comedy programming these consumers are watching—regardless of language or network— and plan around that?”
To James and Lindsey-Warren, the programming genre is paramount for marketers.
Their white paper recommends nurturing the context planning discipline in media agencies to help ensure that media plans are grounded in consumer insight and representative of the ethnic backgrounds of the viewership.
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