Broadcast Radio is Key to Engaging the Growing Hispanic Market! The Hispanic population contributed to nearly 71% of the total U.S. population growth in 2023 and had a U.S. Latino GDP of $3.2 trillion in 2021. This underscores the importance of engaging with this rapidly expanding and economically influential demographic. Broadcast radio reaches more Hispanics aged 18 and older than any other medium, including video options. For businesses aiming to connect with this audience, radio offers unmatched reach and engagement. Shifting a portion of your advertising budget from TV and digital to radio can amplify your overall media impact by reaching up to one million more consumers. Hispanic heavy radio listeners, who tend to be younger and have higher incomes, present a lucrative consumer segment. Contact me if you need guidance or support with your media plans. Annette Malave The Radio Agency Direct Results Jill Albert https://lnkd.in/e7ax8VSw
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Hispanics are a powerful force in the U.S. economy with a $3.2 trillion GDP, and brands that are not using radio to reach them, are missing out— Mucho. Radio is the media superstar, connecting with more Hispanics than TV or digital, especially among the young and employed. Shifting some of that TV budget to radio will increase brands' reach both this important consumer segment. #iHeartLatino #iHeartMedia https://lnkd.in/gRdPg37u
RAB: Radio’s Reach Of Hispanics Is Greater Than Video.
insideradio.com
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🎉 Our client, Mecenas Media COO Federico Gagliardone, was recently featured in this Forbes article discussing the powerful strategies to effectively engage the Hispanic community, the fastest-growing demographic in the U.S. He highlights the importance of authentic representation, culturally relevant content, and the role of media in building meaningful connections. 🌎📈 Thanks to Sonia Thompson and Forbes CMO Network for the important coverage 🙌🏽 Check out the full article here: https://lnkd.in/e-Tg-Ke4 Listen to the full interview on Sonia's podcast (linked within the article). #HispanicHeritage #Media #PR #MarketingStrategy
How To Engage The Hispanic Community, The Fastest Growing In The U.S.
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The Hispanic market in the U.S. is on track to reach a remarkable 74 million by 2030. This growth presents a significant opportunity for brands to engage with a diverse and influential consumer base. As spending power increases, it's crucial for marketers to adapt their strategies and authentically connect with Hispanic audiences. https://loom.ly/7CZyxzY
Hispanic U.S. Market Estimated To Add 7.4M By 2030
mediapost.com
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When asked how media can best be used to reach Hispanics, my response is usually, "it depends." We aren't a single group, which means further delineation of the intended audience and the call to action can help to answer that question. New Pew research supports my caveat. They note "major differences in news consumption habits between U.S.-born Hispanics and those who immigrated from other countries." Click below to learn more about Pew's findings on preferred media format, language, and type once differences in Hispanic experience and background are reflected in the analysis. #PR #Strategiccomms #media
How Hispanic Americans Get Their News
https://www.pewresearch.org/journalism
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Younger Hispanics are harder to reach through traditional media alone. Reallocating 20% of your campaign budget to radio can increase reach for the 18-20 age group by 49%! The HRA report powered by Nielsen highlights how radio is key to connecting with this influential and fast-growing demographic. https://bit.ly/4gHcK9I
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🚀 How can your brand tap into the fastest-growing demographic in the U.S.? As a CMO, it's crucial to understand how to authentically connect with diverse audiences. Thanks to Forbes CMO Network and Sonia Thompson for the important coverage on "How To Engage The Hispanic Community, The Fastest Growing In The U.S.", including best practices from MECENAS' COO, Federico Gagliardone. A few of the highlights: 🎯 Between 2022 & 2023, the Hispanic population accounted for 70% of the population growth in the U.S. 🎯 Think Beyond Just Translating Content 🎯 "We're not a monolith." 🎯 Don't Market to the Community without the Community Read the whole article here https://lnkd.in/gUQuwANe
How To Engage The Hispanic Community, The Fastest Growing In The U.S.
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As you all know, I’m an unadulterated radio fan. And while I enjoy personalised content where an algorithm has selected material for listening pleasure based on preferences, behaviours and demographics, I really enjoy the sheer randomness that radio offers and I’ve even heard it called the “Anti-Hero” of personalisation. Why? Because, it's a space where serendipity thrives, introducing us, almost by fluke, to new music, stories, and viewpoints we might otherwise miss. It bypasses the echo chambers of tailored feeds, offering diverse perspectives and real-time connection. Most of all, I think that radio, in its core form, fosters a sense of community, uniting listeners through shared experiences and live dialogue. So, while we’re going to be hearing much more tailored content in the future, let’s not forget that there’s also a big future for what made us fall in love with radio in the first place. #Marketing #Connection #Community
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Stats from this week's EMARKETER podcast: 19% of the US population identifies as #Hispanic or #Latino; this group overindexes on social & spends 10% more time with CTV than the average. Here are 8 more: 𝗣𝗼𝗽𝘂𝗹𝗮𝘁𝗶𝗼𝗻 𝘀𝗶𝘇𝗲 1. The US Hispanic population of 63 million would make it the 24th-largest country in the world by population, right behind France. 2. The US has the 5th-biggest Spanish-speaking population in the world; the total figure puts it on par with the population of Spain and ahead of Venezuela. 𝗗𝗲𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰𝘀 3. 60% of Hispanics are of Mexican origin; the second most common origin is Puerto Rican, followed by Salvadoran, Dominican, Cuban & Guatemalan. 4. 68% of the US Hispanic population is under the age of 44. 5. US-born Hispanics have a median annual household income of $62,000 vs. $55,000 for foreign-born Hispanics. 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝗿 6. US Hispanics have higher adoption of 7 of the 8 social media platforms that we forecast; the only platform they don't overindex on is Reddit. 7. In comparing the US Hispanic population with the overall one in terms of social adoption, the biggest delta is with WhatsApp. Part of that is fueled by a history of SMS being expensive in Mexico & other Latin American countries. 8. Close to 1/2 of Hispanic consumers’ media use is spent watching CTV compared to just 1/3 for the total population. 𝗪𝗵𝘆 𝗱𝗼 𝘄𝗲 𝘂𝘀𝗲 𝘁𝗵𝗲 𝘁𝗲𝗿𝗺 𝗛𝗶𝘀𝗽𝗮𝗻𝗶𝗰? And finally, why do we use the term Hispanic rather than Latino/a, Latinx or another option? Historically, Hispanic has referred to Spanish speakers or those of Hispanic descent; we use it as an organization because it's the most commonly preferred pan-ethnic term in the US. About 53% of people in the US with origins in Latin America or Spain self-identify as “Hispanic”; further down their list of preferences is “Latino”. Shout out to colleagues Paola Flores-Marquez, Matteo Ceurvels, and Marcus Johnson for the insights above as shared in our weekly 𝗕𝗲𝗵𝗶𝗻𝗱 𝘁𝗵𝗲 𝗡𝘂𝗺𝗯𝗲𝗿𝘀 podcast. The episode touched on findings from a recent report by Pao on 𝗨𝗦 𝗛𝗶𝘀𝗽𝗮𝗻𝗶𝗰 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗠𝗲𝗱𝗶𝗮 𝗛𝗮𝗯𝗶𝘁𝘀 𝟮𝟬𝟮𝟰. Tune in via the link in the comments to hear them talk about data coming from our forecasts, Pew Research Center, Nielsen & more, and to hear some of their takeaways for marketers looking to reach this powerful group of consumers.
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Writing the report this podcast episode is based on was such a gratifying experience, both professionally and personally. As the child of Mexican immigrants with a stereotypically large (and dynamic) family, the research I had to conduct for this report was a reminder of how wildly the Latino experience can vary across the United States. Here are some of the contextual insights that I wasn't able to include in the scope of the report: 1. Around 75% of U.S. Latinos say they have a conversational level of Spanish according to Pew, but this high number belies the role it plays in personal identity within the community. There was a time when families stopped teaching Spanish to their children in an effort to assimilate, so there are Latino Americans who have no connection to the language (and have been shamed for it by their Spanish-speaking counterparts). This is more true for families who have been in the US for multiple generations, such as those who already lived in Texas and California prior to annexation, and is another aspect that marketers need to keep in mind when deciding to roll out a campaign targeting a specific generation or location. 2. Family unity is a major theme across the Latin American diaspora, but this pressure also creates a desire within younger generations to protect their individualism. Reflecting the effort to balance these two values may be an avenue to reach the predominantly youthful (but increasingly economically powerful) segment of the population. 3. The report notes that YouTube is one of the top platforms for Latino digital video viewers due to its variety of content, and one of the biggest draws for older generations (and movie buffs like myself) is its housing of films from Mexico's cinematic golden age. These films are nearly impossible to find in physical media or on other mainstream streaming platforms in the US, which is one of the reasons YouTube is a go-to for the Latino Baby Boomers and seniors who grew up watching them. If you're subscribed to EMARKETER Pro+, you can get the full report here: https://lnkd.in/d9HARftD And be sure to listen to the podcast episode Zia links below!
Stats from this week's EMARKETER podcast: 19% of the US population identifies as #Hispanic or #Latino; this group overindexes on social & spends 10% more time with CTV than the average. Here are 8 more: 𝗣𝗼𝗽𝘂𝗹𝗮𝘁𝗶𝗼𝗻 𝘀𝗶𝘇𝗲 1. The US Hispanic population of 63 million would make it the 24th-largest country in the world by population, right behind France. 2. The US has the 5th-biggest Spanish-speaking population in the world; the total figure puts it on par with the population of Spain and ahead of Venezuela. 𝗗𝗲𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰𝘀 3. 60% of Hispanics are of Mexican origin; the second most common origin is Puerto Rican, followed by Salvadoran, Dominican, Cuban & Guatemalan. 4. 68% of the US Hispanic population is under the age of 44. 5. US-born Hispanics have a median annual household income of $62,000 vs. $55,000 for foreign-born Hispanics. 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝗿 6. US Hispanics have higher adoption of 7 of the 8 social media platforms that we forecast; the only platform they don't overindex on is Reddit. 7. In comparing the US Hispanic population with the overall one in terms of social adoption, the biggest delta is with WhatsApp. Part of that is fueled by a history of SMS being expensive in Mexico & other Latin American countries. 8. Close to 1/2 of Hispanic consumers’ media use is spent watching CTV compared to just 1/3 for the total population. 𝗪𝗵𝘆 𝗱𝗼 𝘄𝗲 𝘂𝘀𝗲 𝘁𝗵𝗲 𝘁𝗲𝗿𝗺 𝗛𝗶𝘀𝗽𝗮𝗻𝗶𝗰? And finally, why do we use the term Hispanic rather than Latino/a, Latinx or another option? Historically, Hispanic has referred to Spanish speakers or those of Hispanic descent; we use it as an organization because it's the most commonly preferred pan-ethnic term in the US. About 53% of people in the US with origins in Latin America or Spain self-identify as “Hispanic”; further down their list of preferences is “Latino”. Shout out to colleagues Paola Flores-Marquez, Matteo Ceurvels, and Marcus Johnson for the insights above as shared in our weekly 𝗕𝗲𝗵𝗶𝗻𝗱 𝘁𝗵𝗲 𝗡𝘂𝗺𝗯𝗲𝗿𝘀 podcast. The episode touched on findings from a recent report by Pao on 𝗨𝗦 𝗛𝗶𝘀𝗽𝗮𝗻𝗶𝗰 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗠𝗲𝗱𝗶𝗮 𝗛𝗮𝗯𝗶𝘁𝘀 𝟮𝟬𝟮𝟰. Tune in via the link in the comments to hear them talk about data coming from our forecasts, Pew Research Center, Nielsen & more, and to hear some of their takeaways for marketers looking to reach this powerful group of consumers.
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Traditionally, diversity in media was viewed through a narrow lens — focusing on broad ethnic categories, like Hispanic, Asian, or African American — but it fails to paint the full picture, excluding key components of what makes a person who they are. Today, true diversity in advertising goes beyond ethnicity and encompasses a person's unique perspective, shaped by their values, experiences, and cultural backgrounds. This shift necessitates a move away from the binary of "general market" versus "minority-targeted" advertising. Diverse audiences are growing so fast that the general market is no longer “general” at all. With the American population rapidly diversifying and a multicultural majority expected in the coming decades, advertisers need a powerful solution to reach these growing demographics authentically. Check out our latest blog to learn more about the importance of reaching diverse audiences authentically on CTV. https://lnkd.in/gsSnjzyA #MulticulturalMarketing #CTVAdvertising #StreamingTV
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