Page 8 - HCMO-2018

Hispanic CMO, presented by López Negrete Communications 2018 Edition
It is easier said than done. A wholesale rethinking of the media buying process would need to occur. Finding the shepherd could be a daunting task, given the current climate.
Even so, James says this idea will help bring fairness to all media. If African Americans are watching a program on ABC just as often as they are to TVOne, then why would the latter get a discount?
James points to breakout programs such as ABC’s “Scandal” and “Black-ish” as perfect examples of how old thought processes would have doomed these shows, but today is very much a part of an African-American buy because of what the programs represent – and not due to where the program airs.
Lindsey-Warren’s students at Baylor think this makes perfect sense. They, quite frankly, don’t get all of the ethnic breakdowns and siloed approaches to ad buying. “The kids look at me like I’m crazy,” she says. “They look at each other as human beings, not as one ethnicity or another.”
So, will Generation Z and those born in the 21st Century take multicultural marketing to the waste bin? “I think that is the idea, but I am not sure if the system will allow that,” Lindsey- Warren says. “That’s why we are doing this work – to prove the value of our fellow citizens. But I am not sure if the system will catch up in time.”
James takes aim at media measurement, and wonders if Nielsen will reconsider its reach/frequency approach. He also looks at the political climate of the U.S. some two years after the election of President Trump.
“If I look at the state of the world today I know racial barriers have come down, but look at the political climate we live in. I don’t see multicultural marketing going completely extinct but it needs to evolve. Cultural nuances still exist among everybody, and there is still an opportunity to exploit that. But that comes through creative. Telemundo and Univision are making money and are still profitable. If we are on the way to becoming “one people,” than yeah – we’ll see in 50 years what happens.”
HISPANIC CMO
The Journal of Advertising Research is a peer-reviewed journal published quarterly by WARC and the Advertising Research Foundation (ARF) which includes academic and practitioner research for those in the advertising industry.
The work of James and Lindsey-Warren was initially received in March 2015 and revised in March 2017. In June 2017, it was accepted by the Journal ad published in July 2018 as An Examination of Television Consumption by Racial and Ethnic Audiences in the U.S.— Implications for Multicultural Media Planning and Media Measurement.
The scholarly report is available here.