U.S. Hispanic Market Spanish Sports Marketing - Advertising and Media Public
Relations
Census data indicates that Hispanic population has grown faster than
overall U.S. population since 1990. In 2006, Hispanics became the
largest U.S. ethnic group with a population of 45 million, making up 15
percent of the total U.S. population. By the year 2020 the Hispanic
population is projected to reach 53
million. Hispanics are expected to spend over $900 billion as a consumer
group next year and this buying power is projected to surpass the $1
trillion mark by the year 2010.
The "Latin Wave" is bigger than the baby boomer generation. Ninety-five
percent of Hispanics consume some form of Spanish language media. This
phenomenon demonstrates that Hispanics actively seek out Spanish
language media because it is relevant to them.
As the fastest growing minority group in the United States, the Hispanic
market is capturing the attention of marketers, advertisers and
companies representing all sectors of the business community. The
increasing political, cultural and economic influence of this population
has captured the attention of the nation.
Hispanics are changing the way the country looks, feels, thinks, eats,
dances, votes and does business. It is becoming increasingly clear that
corporate America should not take this market lightly, in face of the
following overwhelming statistical evidence:
The Ad Ease Agency in San Diego has partnered with Spectrum Advertising in El Centro to work with the San Diego Padres for their Hispanic media outreach into Baja California, Mexico.
Katherine Timm, account manager for Ad Ease, said, “This is a exciting opportunity to combine the specialties of both our agencies and really make an impact on the marketing outreach on both sides of the border.”
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Major League Baseball has netted Puerto Rico's WAPA Television coverage of the 2010 and 2011 regular seasons along with its Division Series and the League Championship Series.
The season opens April 4 with a live broadcast of the Yankees vs. Red Sox game.
"Puerto Rico has had a profound impact on Major League Baseball," says José Ramos, president of WAPA Television.
The deal gives WAPA the exclusive English-language broadcast rights to the 2010 and 2011 Major League Baseball seasons. Ramos points out that airing the games in English is key because fans like to hear what's actually happening inside the ballpark.
"It gives viewers the full ambiance of the being in the park," says Ramos. "And the get the instant color commentary."
The majority of the games - between two and four per week during the regular season - will be broadcast on WAPA's dedicated 24/7 sports channel, WAPA 2, which airs on digital channel 4.2. Also in the lineup are Division Series and the League Championship Series.
Some regular season games will cross-over to sister station WAPA-Channel 2, which boasts the broadcast rights over the MLB All-Star Game and the World Series.
"This deal exemplifies the popularity of baseball across the island and will provide increased access to telecasts for its many passionate fans," Paul Archey, senior vice president, international business operations at Major League Baseball, said in prepared comments.
A deal such as this one, notes Ramos, allows WAPA to track the progress of popular Puerto Rican players now on MLB teams and to follow the teams that are most popular among fans on the island.
The regular season will also see three games played in Puerto Rico - the Florida Marlins will face the New York Mets on June 28, 29 and 30. Also making the 2010 MLB season notable is that this year marks the 50th anniversary of legendary Puerto Rican star Roberto Clemente's World Series win.
Under the terms of the agreement - which was signed March 26 following nearly four months of conversations - WAPA controls all advertising sales during the broadcasts. Heineken is already on board and conversations are underway with brands including Pepsi and MasterCard, notes Ramos.
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The New York Mets announced that Univision Radio's La Que Buena, WQBU 92.7 FM, will broadcast 150 games in 2010, continuing the organization's long-standing partnership with Univision Radio.
The agreement covers live play-by-play coverage of two Spring Training games and 150 regular season games, and includes cross-promotion of Mets games across all Univision-owned radio stations in New York. The Mets and Univision Radio plan to promote the team's series in Puerto Rico June 28-30 against the Florida Marlins.
"We are excited to be able to provide the New York Mets with an opportunity to reach their fans through our airwaves," said Gary Stone, President and Chief Operating Officer, Univision Radio. "Both organizations share a commitment to the Hispanic community and we look forward to providing our listeners with more quality sports programming."
"The diversity of our team mirrors the diversity of New York, with players who hail from the Dominican Republic, Puerto Rico, Mexico and Venezuela," said Dave Howard, Executive Vice President, Business Operations, Mets. "The continuation of our relationship with Univision allows us to build upon our connection with Spanish-speaking fans and fortify the bond they have with our players. We're looking forward to forming close ties to the growing Mexican community."
Mets Spanish radio announcers Juan Alicea and Max Perez Jimenez will enter their third season calling games together. They will also provide Secondary Audio Program (SAP) for SNY and PIX 11, the Mets' official television partners.
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Univision Radio New York Solidifies Beisbol Relationships - Press coverage in recent days has discussed the signing of the New York Yankees and New York Mets to broadcast deals with Univision Radio in New York. This isn’t news. Univision Radio in the Big Apple has enjoyed relationships with both Major League Baseball teams – each of which have increased their Spanish-language outreach and Hispanic initiatives for several years.
What’s going on for 2010 is a signal flip – one that makes sense for both teams.
Tom Taylor’s “Taylor on Radio-Info” radio industry online newsletter updates the story in its March 22 edition, and talked with the JakeAdams Editorial Services and Research Consultancy to straighten out some inacurracies in its initial report from March 19.
With the Mets on WQBU (92.7), Univision ties up both Major League Baseball teams in New York.
The Yankees just signed a full 162-game deal with Univision’s Spanish news/talk WADO (1280) – moving them over from Univision-owned regional Mexican WQBU (92.7). Now Univision replaces the Yankees on “La Que Buena 92.7” with the Mets.
Editor’s Note: The Mets had been on WADO.
Hispanic media consultant Adam Jacobson tells T-R-I it “makes sense: Univision puts the more popular Yankees on the bigger signal” of WADO. WQBU, the onetime modern rock WLIR, is licensed to Garden City and straddles the border of the Long Island and New York City markets. Jacobson says the coverage of 92.7 works for the Mets – “The Mexicans live in Queens and the South Bronx, and those are the Spanish-speaking Mets fans the team wishes to grow its fan base with.”
The National League Mets will put 150 of their regular season games on La Que Buena plus two Spring training games. Also on the schedule – an unusual June 28-30 regular-season series against the Florida Marlins – played at Hiram Bithorn Stadium in metropolitan San Juan, Puerto Rico.
The deal with the Mets also grants the franchise cross-promotion on other Univision radio stations in the Big Apple. The booth team of Juan Alicea and Max Perez Jimenez continues to call the action, and their voices will be heard on the Secondary Audio Program (SAP) channel for the SNY cable service and WPIX-TV/Channel 11, the Mets’ broadcast partner.
Who’s making money on Spanish-language baseball in NYC?
CBS-owned WCBS-AM (880) is the radio rightsholder and has carried the English-language Yankees games since they left WABC (770) at the end of the 2001 season. WCBS continues to produce both the English-language broadcasts as well as the ones in Spanish. But Adam Jacobson adds the detail that the Spanish Beisbol Network “landed ad representation rights for the Spanish-language radio broadcasts of the Yankees” in July 2009. So SBN is selling spots for the Yanks, which are now moving from Univision’s WBQU (92.7) to the bigger signal of WADO (1280). And who is SBN? Adam says it was bought in 2008 by Virginia-based Celeritas Management, funded by Palladium Equity Partners.
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The Chicago Cubs and WRTO - 1200 AM extended their agreement to broadcast an expanded number of Cubs games in Spanish for a second season in 2010. After broadcasting 22 games in 2009, the Cubs and WRTO are increasing the total number of games to 35 scheduled Spanish broadcasts for the 2010 season. This season will feature home broadcasts vs. 16 different Cubs opponents, including the Milwaukee Brewers, Chicago White Sox, Los Angeles Dodgers and St. Louis Cardinals. WRTO - 1200 AM will present its first Spanish-language broadcast of the season on Sunday, April 18 at 1:20 p.m., when the Cubs host the Houston Astros. Elio Benitez and Hector Fabregas return to provide play-by-play and analysis for the Spanish radio broadcasts.
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The Minnesota Twins announced their Spanish language radio broadcast schedule for 2010.
The BOB FM radio group will broadcast a total of 50 games throughout the 2010 season, the most Spanish-language broadcasts in Twins’ franchise history. Broadcasts will include Opening Night (April 5 vs. LAA), the Target Field Home Opener (April 12 vs. BOS), most Sunday games and the final Saturday game of the regular season (Oct. 2 vs. TOR).
Fifty regular season games and any playoff games will be broadcast on the BOB FM radio group including:
· KBGY FM 107.5 and KLCI 106.1.2HD “La Mera Buena” in the Twin Cities and Southern MN.
· WLKX FM 95.9 “Spirit FM” in the Twin Cities North Metro area and Western Wisconsin.
Other BOB FM stations will pick up 15 games and any playoff games played including:
· KDDG FM 105.5 “BOB FM” in St. Cloud and Central Minnesota.
· KKLN FM 94.1 “The Power Loon” serving Willmar, Litchfield, and Hutchinson.
“The Minnesota Twins are thrilled to return our Spanish-language radio broadcasts to La Mera Buena,” said Patrick Klinger, Twins vice president of marking. “The commitment we’re making to ensure big league broadcasts to Spanish-speaking baseball fans throughout Twins Territory is truly exciting. This partnership is good for our fans and good for business.”
“Excited is an understatement,” said Dennis Carpenter CEO of the BOB FM radio group. “We are honored to partner with the Minnesota Twins and provide unparalleled radio broadcast coverage to the emerging Latino market. Latino Twins fans are the big winners today and advertisers who desire to reach the buying power in the Hispanic community can hit a grand slam working with the Minnesota Twins and BOB FM radio group.”
In their ninth season broadcasting games in Spanish, the Twins have once again increased the number of Spanish-language broadcasts to a record high of 50. The Twins were the first professional sports team in the Twin Cities market to broadcast their games in Spanish.
The play-by-play announcer will be Alfonso Fernandez and the color analyst will be Twins legend Tony Oliva. In addition, there will be 15 minute pre –and post-game shows. Highlights of the Spanish broadcast schedule include games against the New York Yankees (May 14, 15, 16, 25, 26, 27) the Milwaukee Brewers (May 21, 22, 23), the Philadelphia Phillies (June 18, 19, 20) and the last weekend of the regular season against Toronto (Oct. 2, 3).
Season tickets for the inaugural season at Target Field are now on sale. For more information on Twins season, group and individual tickets, please visit www.twinsbaseball.com or call (612) 33-TWINS / (800) 33-TWINS.
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The Chicago White Sox are expected to announce Thursday that the team has selected the San Jose Group/Chicago as its first Hispanic ad agency of record. The move is part of an effort by White Sox owner Jerry Reinsdorf and the team's top management to grow a significant, loyal segment of the White Sox audience at U.S. Cellular Field, where on average about 14 percent of the crowd is Hispanic.
Energy BBDO/Chicago will continue to handle White Sox general market advertising. The San Jose Group will work on a Hispanic-focused ad campaign that is expected to break in about four weeks. The finished campaign will include Spanish-language online work, as well as print, radio and television executions.
"Baseball is a powerful passion-point for Latinos, and we are going to tap into that excitement for the game and continue building affinity for the White Sox among Latinos," said George L. San Jose, president and chief operating officer of the San Jose Group, which was founded in 1981. The agency also will assist with public relations outreach to the metro Chicago Hispanic community, which numbers nearly 2 million people.
Meanwhile, the White Sox are expected to unveil the first print executions for their 2010 general market ad campaign next week to coincide with the start of individual ticket sales on Feb. 12. The new campaign will carry the tagline "White Sox baseball: It's black and white."
The theme is intended to suggest there are no gray areas at the White Sox, particularly when it comes to winning and losing. TV commercials may break as early as March, and some of the ads are expected to feature particular players.
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The Chicago White Sox have appointed The San Jose Group (SJG) as their primary Hispanic marketing agency of record. SJG's assignment consists of assisting the club with advertising, creative and public relations activities - building on the team's past successes in community outreach and ticket sales among Chicagoland's nearly 2 million Latino residents.
This marks the first time the team has brought on a single agency to help manage an integrated Latino marketing effort.
"We are proud that Chicago's Latino community has been part of the White Sox tradition for decades," said White Sox chief marketing officer/vice president Brooks Boyer. "Support from The San Jose Group will help us make it an even stronger tie with this valued segment of our fan base and cultivate new Latino fans for generations to come."
For the 2010 baseball season, SJG will work closely with the White Sox to help develop messages and creative platforms that will engage Latino fans and their families and stimulate ticket sales throughout the season. This season's campaign also will focus on helping drive attendance to designated games with Latino community themes, such as Noche del Trabajador (Hispanic Business Night) and Latino College Night.
The new creative campaign will include Spanish-language online, print, radio and television executions. To extend the reach of the traditional advertising programs, SJG's public relations division will support the White Sox on all Latino outreach programs.
"It is exciting to have the opportunity to work with an organization like the Chicago White Sox - a brand that has been at the forefront of sports marketing to Latinos in Chicago for many years," said George L. San Jose, president and COO of SJG. "Baseball is a powerful passion point for Latinos, and we are going to tap into that excitement for the game and continue building affinity for the White Sox among Latinos."
Founded in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that embrace consumer and channel convergence. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. and Latin American markets.
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Cable Service Providers Pitch En Español.- Fox Sports Networks has teamed up with Time Warner Cable and Bright House Networks to deliver an extensive lineup of Major League Baseball games in Spanish.
In all, 177 games will be distributed by the local cable systems to subscribers during the 2010 MLB season. Time Warner Cable Digital Basic customers in Los Angeles will see 71 games - 39 Los Angeles Dodgers and 32 Los Angeles Angels of Anaheim - in Spanish on channel 858.
Delivering the play-by-play for the Dodgers games is Jaime Jarrín, the team's Spanish-language radio voice. Providing analysis is veteran Dodger's coach Manny Mota, who spent two decades as an MLB player.
On the Angels side, José Mota continues his ninth season as the Spanish-language play-by-play man. Offering the analysis is José Tolentino, a former Houston Astros first baseman and coach for the Mexican national baseball team in the 2009 World Baseball Classic.
In Texas, Digital Basic customers will see 43 Rangers games in Spanish on channel 889 with Víctor Villalba handling the play-by-play. He also serves as the Spanish language radio play-by-play announcer for Dallas Mavericks and Dallas Cowboys. Former Texas Rangers pitcher José Guzmán is the analyst.
Subscribers to Bright House Networks digital cable have access to 63 Tampa Bay Rays and Florida Marlins games in Spanish. These will air on Bay News 9 Español, the Latino version of local 27/7 news network Bay News 9. In Central Florida, fans can catch the MLB action on News 13 En Español, sibling to Central Florida News 13 channel.
"There's nothing like getting your news, weather and baseball all in one place," said Elliott Wiser, vice president of local programming at Bright House Networks.
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Time Warner Cable Presents over 100 Major League Baseball Games in Spanish in Texas and Los Angeles. Today announced that it will carry over 100 LA Dodgers, LA Angels and Texas Rangers games in Spanish in local team markets in 2010. Fox Sports Networks will produce the games in Spanish for distribution by local Time Warner Cable systems to its customers.
“We are very pleased to be able to provide these games in Spanish to our customers in Texas and LA,” said David Proper, Vice President of Programming for Time Warner Cable. “We are constantly looking for ways to improve our products and we believe these games provide a unique opportunity to better serve our Spanish-speaking customers.”
For the 2010 season, Time Warner Cable Digital Basic customers in Los Angeles will enjoy 39 Dodgers and 32 Angels games in Spanish on channel 858. The Play-by-Play Announcer for the Dodgers games will be Jaime Jarrin, the Dodgers Spanish radio announcer. The Analyst will be Manny Mota, who spent 20 years as a MLB player, and enters his 30th season as a coach with the Dodgers. The Play-by-Play Announcer for the Angels games will be Jose Mota, son of former MLB player and current Dodgers coach, Manny Mota. The Analyst will be Jose Tolentino, a former Houston Astros first baseman and Mexican National team head coach during '09 World Baseball Classic.
In Texas, Digital Basic customers will enjoy 43 Rangers games in Spanish on channel 889 (Corpus Christi 99). The Play-by-play announcer will be Victor Villalba, who is also a Spanish language radio play-by-play announcer for Dallas Mavericks and Dallas Cowboys. The Analyst will be former Texas Rangers pitcher Jose Guzman.
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U.S. Hispanic Market - Advertising - Marketing - Media - Public Relations
Hispanics are changing the way the country looks, feels, thinks, eats, dances, votes and does business. It is becoming increasingly clear that corporate America should not take this market lightly, in face of the following overwhelming statistical evidence:
The Hispanic population has grown 102% percent since 1990, to 45million
Hispanics are currently the largest minority in the country, they have even surpassed the large non-Hispanic Black market for the first time
By 2050, the population is projected to hit 96 million, an increase of more than 200%, representing nearly one quarter of the population
Hispanics are younger than the rest of the nation: one-third is under 18
Over one million Hispanics in the U.S. report an annual income of more than $75,000
Just as impressive as the sheer size of the Hispanic population is its heightened buying power which exceeds $800 billion, a huge 76 percent increase since 1990. And by 2010, Hispanic purchasing power is anticipated to be over $1 trillion.
The significant and accelerated growth of household income is due, mainly, to the larger household size common in this market. In most cases, all family members of a household make financial contributions. According to the Hispanic Consumer Market Report by DRI/ McGraw-Hill, Hispanic households average 3.6 people, compared with 2.6 in the general population. Moreover, because the median age of the Hispanic population is 26, versus 33 for White non-Hispanics, it is reasoned that this segment will invest for a longer period of time. Even today, Hispanics outspend other groups in many categories.
Understanding the culture and its importance to the Hispanic market, collectively, is pivotal when marketing to this extremely loyal segment. Seventy-seven percent of Hispanics now living in the U.S. come from another country. Their origins, however, cannot be neatly pigeonholed. They come from 22 different countries, with the dominant ones being Mexico, Cuba, Puerto Rico, the Dominican Republic and countries in Central/South America. Although removed from the origins of their culture, Hispanics continue to have a strong attachment to their countries of origin and language. In a recently conducted poll, 83 percent of the Hispanic market said that being Hispanic was important to their identity.
This strong sense of heritage has permeated "mainstream" America, so that, instead of witnessing widespread assimilation, America is experiencing acculturation Latin culture, including food, music and entertainment is being preserved, accepted and even emulated by non-Hispanics.
According to a report from Doublebase Mediamark Research, Inc., over 90 percent of U.S. Hispanics rate language as the most important element of their culture to preserve.
Moreover, the commonality of the language creates a bond that surpasses differences resulting from varied country origins. While the use of English has increased over the years, 94 percent of U.S. born Hispanics learn to speak Spanish before they learn English.
Eighty percent of U.S. Hispanic adults speak Spanish at home, of which one-third treat English as their second language. Spanish is expected to continue to be the U.S. Hispanic market’s language of choice for several reasons, including the geographic clustering of the market, which makes it easier to interact without having to speak English, continued immigration as a source of Hispanic population growth, and the proliferation of Spanish-language media.
Family, socializing with friends, happiness and festive events are important in the Hispanic culture and the family, as a group, is usually a high priority. According to a study done by MDI, the Hispanic mother tends to define herself mostly in terms of her family and her ability to provide the best for them. Gender notwithstanding, 45 percent of Hispanics consider their family as the source of their satisfaction versus 21 percent of the general consumer market. As a result, the Hispanic household includes more children and extended family members as compared to the general consumer market.
One important pastime in the Hispanic culture, in addition to communal events, is watching sports. In the top ten markets alone, 89 percent of the Hispanic population watches sports on television. Professional boxing is favored, garnering 68 percent viewership, Major League Baseball with a 57.8 percent viewership and Major League Soccer follows closely with 53.7 percent viewership. The family unit also influences the way Hispanics shop and do business. Given the wider choice of brands available in the U.S. versus in their indigenous countries, Hispanics are more likely to purchase familiar brands as opposed to unknown names. Instead of price, the following motivators prevail in choosing new products and services: peer conformity, improving quality of life and product quality.
REGIONAL DEMOGRAPHICS - The geographic concentration of Hispanic-Americans makes them one of the easiest consumer segments to reach. According to the U.S. Census Bureau, 80 percent of all U.S. Hispanics reside in five states, and approximately 59 percent live in 10 cities – Los Angeles, New York, Miami, San Francisco, Chicago, Houston, San Antonio, McAllen, Dallas/Ft. Worth and San Diego. American Demographics report that these demographic patterns are unlikely to change. The key metropolitan areas are experiencing a large increase in their population, mainly coming from Mexican and Latin American immigration, as well as from high birth rates among long-time Hispanic residents.
MARKETING TO THE HISPANIC CUSTOMER - To effectively target this group, companies should consider doing more than just carrying the right products or services. Companies may find that developing culturally relevant programs will increase their Hispanic customer base. As indicated, family is key to this group; therefore, it is important to customize materials as well as marketing events which address this issue.
Another important strategy would be to form significant partnerships with media outlets serving Spanish-speaking markets, thus making their built-in, loyal audiences immediately accessible.
According to a study in American Demographics, Hispanics prefer their media in the language first learned. The Roslow Research Study reports Spanish-language advertising is 45 percent more effective than English advertising in reaching this consumer segment.
For main message recall, commercials in Spanish yield 56 percent higher comprehension, and commercials in Spanish are five times more persuasive in creating an "intent-to-purchase" attitude.
Relationship marketing is also important. Hispanics respond well to people who, "make them feel part of the family," and who extend themselves to provide excellent customer service.
As demonstrated through its strong family and community ties, this group is relationship-oriented and personal contact is important not only in attracting business, but also in maintaining customer loyalty. This feeling of "inclusion" and "belonging" could be reinforced by highlighting culturally relevant themes in promotions. In Los Angeles, for example, special programs could be developed around the Mexican holiday, Cinco de Mayo.
Along with in-language materials and cultural event sponsorships, it is also important to recruit Hispanic personnel who can communicate with, and understand, the concerns and needs of this group. This is an extension of relationship marketing, a key element in the Hispanic culture, and it is essential to many customers who might be looking for an "ally" or a "familiar face" as they make important financial decisions such as where to invest.
In order to achieve long-term corporate awareness, the creation of specific vehicles to attract the young segment of the Hispanic community is highly recommended. On a whole, the Hispanic market is younger than the average general consumer market. One-third of the population is under 18, and the median age of U.S. Hispanics is 26. This very large group, called the Latin Generation X or Generation N is considered the driving force, pushing the increase of Hispanic influence on American culture. Rather than assimilating, they are retaining their culture.
HISPANICS AND FINANCE - For the financial services industry, the Hispanic market represents a largely untapped population with the potential for significant growth because Hispanic household income is on the rise. This suggests that this group might be more likely to be receptive to planning for the future. Since family is important, and there are more members per household, individuals might be more desirous of securing family income and quality of life. As in other ethnic groups, attitudes in the Hispanic market toward finances vary:
- Only 9.5 percent feel financially secure
- 43.3 percent are careful with money
- Over 53 percent say they do not like being in debt
When it comes to buying financial products, as little as 6.1 percent said they would pay for good financial advice. However, 41 percent think it is important to learn as much as possible before buying financial products, and over 29 percent shop around for the best financial deal.
According to a 1998 Simmons Study, 44.5 percent of Hispanics invest. Common stocks are by far the dominant investment vehicles, leaving much room for exposure and expansion into other types of financial products. Indeed, only 7.7 percent own mutual funds, and only 1 out of 10 Hispanics maintains an investment portfolio.
Source: SIA’s Diversity Committee and US Census Bureau
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