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HISPANIC MARKET OVERVIEW 2019 Powered by HispanicAd.com
He asks, “Are we going beyond commercial and campaign? Where is the fully loaded initiative?”
CONCERNS OVER ENCROACHMENT
Mr. Lopez Negrete is, like other agency executives, concerned about ad dollar encroachment from the digital giants -- Facebook, Instagram, Google/YouTube, et. al.
“The concerns for encroachment certainly apply to the Hispanic space, and at the end of the day it is really about following the consumer and living in the digital space — and Latinos are no different,” he says.
The U.S. Hispanic market, however, has some factors that protect the broadcast and cable TV players. For one, there is less fragmentation. Then there is research show that Latinos tend to have more real- time viewership and more exclusive viewership.
Still, Mr. Lopez Negrete agrees that the worries about digital media’s strong magnet should be there. It’s just that the focus perhaps shouldn’t be on the media spend.
“Spanish-language and Hispanic market media spend is suffering not because of this perception of blending that some marketers have,” he says. “They are misunderstanding what is really happening out there and ignoring multicultural cultures simply because they seem to be more mainstream. The reality is that these multicultural cultures are more important than ever before.”
It’s why access to better research tools, combined with a more sophisticated audience, have allowed for
“richer, deeper discussions – and
they understand insights rather than just a factoid.”
Mr. Lopez Negrete notes, “They are not afraid to lead with multicultural insights, and in our case Latino insights, because that Is really what is driving the growth.”
But ... the level of education is still lagging.
“The unenlightened are still stuck in the Eighties,” he laments. “When Corporate America gets more diverse, then Byzantine
discussions evaporate.”