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2016 Hispanic TV Upfront Report
“We invest a tremendous amount of money, pain and love into our Hispanic insights,” he continues.
Reynolds is well aware that he holds the power to simply exploit these insights for effect. But, he’d rather develop and enhance their close cultural consumer connections.
TV STILL DOMINATES, EVEN WITH DIGITAL GROWTH
Are the Upfronts still important to Clorox, given the massive shift toward digital and the continued struggles between television networks and Nielsen to adopt a sensitive live viewing- plus-DVR metric, let alone blending in OTT viewing stats?
Yes.
“Half of the market share of growth is from 15% of consumers, and that for us is the business case for investing in Hispanic media,” Reynolds said in comments made to HispanicAd following his ahaa presentation. “Clorox is, and always has been, a total market shop. But total market is not an outcome. Rather, it is a way of seeing and a way of working. The result is powerful content that can speak to everybody and apply to everybody.”
He adds, “We are still big fans of TV, and the question we ask is, ‘What is the right mix?’ when it comes to our media planning. We track media consumption by TV, and both TV and film are particularly strong for the Hispanic consumer. With that said, we need to start experimenting with Hispanic digital media now. This will allow us to better understand the media habits and purchasing habits of [digitally savvy] Hispanics.”
Clorox’s Hispanic efforts will continue to concentrate on brands including Kingsford. “We’re delighted with its performance in the U.S. Hispanic market,” he says. The Clorox brand itself, along with Glad, are also strong performers, Reynolds notes. Mr. Cardona thanks TV for this.
“Television is still the most important way to connect with the Hispanic consumer,” he says. “More than 40 % of the spend in non-Hispanic media is going to digital, and we know the Hispanic market is underdeveloped. Perhaps this is on purpose.”
Cardona believes the development of culturally relevant digital content for U.S. Hispanics is still nascent, and within a few years it will hit its stride, allowing dollars to flow more freely toward digital players. To those that aren’t going to “do Hispanic” this year, Reynolds understands the “enormous demands on efficiency” presented to his peers.
Yet, he’s blunt with his response: “You’re lazy. You’re not consumer-centric.”
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