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HISPANIC MARKET OVERVIEW, presented by López Negrete 2016 Edition
THE U.S. HISPANIC MARKETER: A STOP-GAP ASSIGNMENT? DECLINE IN TENURE COULD SPELL TROUBLE FOR AGENCIES, BRANDS
In previous editions of the Hispanic Market Overview, we’ve opened the report with updates on the U.S. Hispanic consumer.
What language do Hispanics prefer to use?
What are the media preferences of Hispanics today? What are the population trends among U.S. Hispanics?
How are Latino millennials reshaping advertiser investment not just in the U.S. Hispanic market, but also on a “total market” level, given the high percentage of millennials who are Latino?
You’ve seen the answers, here and elsewhere.
According to 2013 American Community Survey data based on Census 2010, some 65% of Hispanics who have been in the U.S. for less than one year (based on when the survey was taken) only speak Spanish in the home. After two years, slightly more than half of Hispanics speak only Spanish in the home. After 15 years in the U.S., slightly more than 40% of Hispanics only use Spanish in the home.
The key word in that last sentence is “only.” While 4 in 10 Hispanic immigrants in the U.S. more than 15 years only use Spanish in the home, this statistic strengthens the argument that recent immigrants are eager to learn English but have not given up the use of Spanish.
We cannot stress this more: Hispanic immigrants are not assimilating.
It is embarrassing to be printing such a statement in a 2016 report, for tales of Hispanics retaining language and culture have been expressed across a wide variety of media for nearly three decades. There’s a reason why it’s here, which we will get to shortly.
NIELSENS SAY IT ALL
Here’s a fast fact about Spanish-language broadcast television consumption for the week ending April 3, 2016: Some 19.9 million adults aged 18-49 tuned to prime-time programming on Univision, Telemundo, UniMás, MundoMax or Azteca. This includes live plus same-day DVR viewing.
For the season to date, some 21.3 million adults aged 18-49 consumed prime-time programming on Univision, Telemundo, UniMás, MundoMax or Azteca. This includes live+7 data excepted for the two weeks most recent to April 3, 2016, which are based
on Live+SD viewing.
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