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HISPANIC MARKET OVERVIEW, presented by López Negrete 2016 Edition
In previous editions of the Hispanic Market Overview, we’ve shared ratings figures that consistently present a strong case for Spanish-language television. Even as shows such as FOX’s Empire and The X-Files, CBS’s Shades of Blue and The Big Bang Theory, ABC’s Dancing with the Stars, and The CW’s The Flash are highly popular shows among Hispanic television consumers, the audience for prime-time telenovelas on Univision and Telemundo is significantly higher by total audience.
On March 28, 2016, Telemundo “super series” telenovela El Señor de los Cielos returned for its fourth season. Attracting an average audience of 2.75 million viewers 2+ and earning a 9.9 rating. Subsequent episodes for the week ending April 3, 2016 saw an average audience of 2 million viewers 2+, rivaling the total average audience for Univision’s telenovela Pasion y Poder.
Thus, a marketer who seeks to capture Hispanic consumers with a media buy concentrated in broadcast television must understand that it takes efforts on both English-language and Spanish-language outlets to effectively reach a total audience of Hispanics. These efforts must share one common brand message, but be told in the most culturally relevant way in order to achieve maximum ROI for the brand and the C- suite executive in charge of the marketing plan.
Sounds basic, no?
We are providing the basics because the average tenure for chief marketing officers of leading U.S. consumer brand companies dropped from 48 months to 44 months in 2015, according to the 12th annual CMO tenure study by executive search consulting firm Spencer Stuart.
This represents the first decline of average tenure since 2006.
Spencer Stuart also looked at median tenure of chief marketing officers, and the results were bleak: Median tenure of CMOs dipped from 35.5 months in 2014 to 26.5 months in 2015.
In a March 8, 2016 report published by HispanicAd.com, Greg Welsh, a consultant in the Spencer Stuart Marketing Officer Practice, said, “It's easy to focus solely on the fact we're seeing shorter CMO tenures, which is telling, but I think equally compelling is that 30 companies of the 100 in our study have new senior marketers at the helm.”
Welch initiated Spencer Stuart’s tenure study in 2004. He adds, "The industry-wide impact of having nearly one-third of the top CMOs new to their roles is significant, given the incredible influence and buying power that today's top CMOs wield."
We add that the impact of having nearly one-third of the top CMOs new to their roles is highly significant, and perhaps highly alarming, for the entire U.S. Hispanic market.
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