Thursday, March 10, 2011

Are We Really Listening to Latinos?

The success of Univision's Soy Tu Dueña kind of went unnoticed. Nobody made a huge deal about it except for a few articles on the size of their audience which averaged 5.4 million total viewers.

Somebody took notice.

Comcast, the cable and entertainment company, is making a major push into Spanish-language TV with plans to roll out a website featuring hundreds of shows and movies for Hispanic audiences. It's good to know that there are indeed companies "fully comitted to the Hispanic market."

Well, let's define commitment.

Currently, $6 billion is spent on U.S. Hispanic media which amounts to approximately 5% of the $117 billion total U.S. ad spend. Five percent seems a bit low considering that Hispanics make up 15% of the total U.S. population. To echo the thoughts of David Chitel, chairman and founder of the New Generation Latino Consortium, "we as an industry can aim higher."

Yes, indeed.

The question we marcom pros and industry insiders should be asking: "What do Latinos want from us?"

The results of asking such a question will provide a plethora of insights into tapping in to the burgeoning Hispanic market and allow for an opportunity of true engagement.

Your thoughts and comments are welcome.