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2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com MOVES TO FOLLOW
In mid-March, Deloitte released the 13th edition of its Digital Media Trends report. The 2019 edition does not offer specifics with respect to multicultural consumers. However, top-level reveals are important for gauging how Hispanics are driving the 18-34-year-old trends – and shaping the total market.
According to Deloitte, the average U.S. consumer now subscribes to three streaming video services, with 43% of consumers subscribing to both streaming and conventional pay TV services.
How does social media fit in? Strong growth in streaming video subscription services and streaming music services is being seen.
Then, there’s this takeaway:
• Social media remains supreme with millennials (54 percent) in the search for new TV shows That’s also key to understanding Hispanic behavior and video consumption, while also getting a proper
understanding of how digital and social media use connects Hispanic audiences to brand messaging.
The proper way to reach them could be the most important factor: Don’t overdo it.
According to Deloitte, “advertisement overload frustrates Pay TV viewers,” with 75% of survey respondents saying they’d be more satisfied with their pay TV service if there were fewer ads.
Eight minutes of ads per hour is the right amount, they say; these consumers get twice as many, Deloitte notes.
Kevin Westcott, VP and U.S. telecom and media and entertainment leader at Deloitte, comments, "As media companies and content owners wrestle with how to retain and grow their subscriber base, they should not only continue to strengthen their content libraries, quality, distribution and value, but also keep a close eye on consumer frustrations, including advertising overload and data privacy concerns."
With digital and social so intertwined in marketer discussions, the subject of ad overload is one any multicultural CMO must address. As OTT platforms such as Netfix continue to add content of Hispanic appeal, a push away from advertiser-supported cable TV could render media buys in such platforms secondary or tertiary to social media venues where dialogue – and more time spent – is seen.
Netflix, in particular, is leading the way thanks to the Antena 3 global smash La Casa de Papel – given the name “Money Heist” in English. In August 2018, a major out-of-home campaign was conducted in Mexico City to promote Casa de las Flores, which also enjoyed significant buzz in the U.S. Coupled with such shows as TVE’s El Ministerio de Tiempo, digitally delivered content en español to audiences across the nation is more prevalent than ever. This, combined with social media activity, is swiftly being seen in increasing fashion across many a Hispanic household.
“Overall, consumers say they are getting much of what they want but are frustrated by the complexity and effort to get it,” the report concludes. “In this puzzle of a marketplace, who will win? We believe companies that are best able to reduce the friction, making it easier for consumers to have it their way, will be most amply rewarded.”