The Hispanic Commercial center

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Slide 1

The Hispanic Marketplace

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Demographic & Geographic Trends

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U.S. Hispanic populace has grown 35.6% from the 2000 Census to the July first, 2009 Census Update. Presently totaling 48.4 million, or 15.8% of the aggregate populace, Hispanics are the biggest minority gather in the country. Source: U.S. Enumeration Bureau Annual Population Estimates, June 2010

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U.S. Hispanic Population Will Continue to Boom Year Hispanic Total U.S Hispanic % Total 2000 35,622,000 282,125,000 13 2010 47,756,000 308,936,000 15 2020 59,756,000 335,805,000 18 2030 73,055,000 363,584,000 20 2040 87,585,000 391,946,000 22 2050 102,560,000 419,854,000 24 Source: Advertising Age Hispanic Fact Pack 2009, U.S. Statistics Bureau, June 2010

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U.S Hispanic Population Distribution by Place of Origin Dominican 2.8% Other Hispanic 17.7% Cuba 3.4% Salvadoran 3.1% Mexico 64% Puerto Rico 9% Source: Census Bureau, June 2010

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Hispanic Population is Younger than the U.S. Populace – Nearly half Under 24 Years Old % Hispanic % Total U.S. Index of Population Population Population Hispanic To Ttl U.S. Under 5 years 5.83 3.49 167 5 to 13 years 8.55 6.10 140 14 to 17 years 3.42 2.80 122 18 to 24 years 7.8 6.9 113 25 to 44 years 5.85 5.15 114 45 to 64 years 8.68 14.40 61 65 years and over 2.93 7.55 39 Median age 27.4 38.3 71 Source: U.S. Registration Bureau Annual Population Estimates, June 2010

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Hispanics Account for Over 25% of the Population in Four States Hispanic % Ttl U.S. Hispanic as % Ttl State State Population Hispanic Population Population California 13,681,375 28.3 37.02 Texas 9,148,056 18.9 24.75 Florida 3,992,297 8.3 10.80 New York 3,274,385 6.8 8.86 Illinois 1,968,599 4.1 5.33 Arizona 2,031,650 4.2 5.50 New Jersey 1,452,824 3.0 3.93 Colorado 1,018,204 2.1 2.75 New Mexico 915,738 1.9 2.48 Georgia 819,887 1.7 2.22 Source: U.S. Evaluation Bureau Annual Population Estimates, June 2010

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Purchasing Power

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Hispanics are an Influential Force in the U.S. Buyer Economy According to gauges from the University of Georgia's Selig Center for Economic Growth: Hispanic purchasing force will develop from $212 billion in 1990, to $978 billion in 2009, to over $1.3 trillion in 2013. The 2009 esteem will surpass the 2000 esteem by 100% - a rate increase far more prominent than the 45% expansion in non-Hispanic purchasing power. This generous development is upheld by two central point: great demographic development and the expanding measure of Hispanic entrepreneurs. The rate of development of Hispanic-claimed organizations (+31%) somewhere around 1997 and 2002 was triple that of the national normal development (+10%) for all organizations. Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009

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Top 10 States Account for 80% of Hispanic Buying Power State Totals in Billions 1 California $ 253.0 2 Texas $ 175.0 3 Florida $ 101.0 4 New York $ 76.0 5 Illinois $ 43.0 6 New Jersey $ 37.0 7 Arizona $ 31.0 8 Colorado $ 21.0 9 New Mexico $ 18.0 10 Georgia $ 15.0 Source: University of Georgia Selig Center for Economic Growth, Third Quarter 2009

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Media Usage

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Top 10 Hispanic Designated Market Areas *Percent of Hispanic family units where just or for the most part Spanish is talked by all people 2+ Source: Advertising Age Hispanic Fact Pack 2009; Nielsen Media Research Jan. 2009

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Top Primetime Network TV Programs Among Hispanic Viewers: Spanish-Language Among Hispanics, the Top 34 Shows are on Spanish Language Television. The First English Language Show doesn't show up until rank 35 & just 10 of the main 100 projects are EL May 2009 Hispanic Avg. Hisp. Avg. Hisp. Rank* Program [Day] Network HH RTG HH (000) VWRS (000) 1 Mañana Para Siempre [Tue] Univision 22.9 2,904 5,132 35 American Idol [Wed] Fox 6.8 864 1,336 47 American Idol [Tue] Fox 6.0 765 1,179 58 Grey's Anatomy [Thu 9pm] ABC 5.6 707 1,059 62 NBA Playoffs on ABC [Sat 3 (Special) 05/23] ABC 5.1 649 1,057 63 Dancing with the Stars ABC 5.0 626 900 70 Dancing with the Stars Results ABC 4.3 547 861 77 So You Think You Can Dance [Wed] Fox 4.0 510 801 79 House Fox 4.0 501 768 80 Heroes NBC 3.9 498 699 85 So You Think You Can Dance [Thu] Fox 3.8 484 756 *Ranked among every single Hispanic viewer **The beat 34 shows are on SLTV Source: Advertising Age Hispanic Fact Pack 2008; Nielsen Media Research 4/27 – 5/31/09

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Top U.S. Spanish-Language Radio Formats Top Radio Formats Among Hispanics (A 18+) Source: Advertising Age Hispanic Fact Pack 2009

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Hispanics utilize Electronic Media for a Variety of Reasons *Average hours Hispanics spend week by week. Source: Advertising Age Hispanic Fact Pack 2009; Spring 2008 MRI Survey of the American Consumer

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Hispanics are Highly Engaged with Mobile Multimedia Applications Hispanics 18-34 include 51.5% of the aggregate Hispanic versatile populace Hispanic Mobile All US Mobile Activity Subscribers Subscribers Watched video 6.7% 3.1% Listened to sideloaded music 6.8% 3.2% Accessed news/data by means of browser 18.8% 9.6% Played a downloaded game 14.4% 9.0% Accessed application 32.9% 18.8% Sent photograph or video 26.8% 15.3% Source: Cellular-news 5/14/07; M:Metrics Survey

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Spanish Language Ad Spending

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Hispanic Media Ad Spending (Millions) Medium 2008 2007 % CHG Network/national TV $1,807.3 $1,789.4 1.0 Local TV 707.4 707.0 0.1 National radio 221.8 221.3 0.2 Local radio 529.2 524.1 1.0 National newspaper* 124.0 123.8 0.2 Local Newspapers* 186.2 185.7 0.3 Internet 225.5 179.9 25.4 Magazines 115.4 110.6 4.3 Out-of-home 86.9 86.2 0.8 TOTAL 4,003.7 3,927.9 1.9 *Excluding Classified Source: Advertising Age Hispanic Fact Pack 2009, HispanTelligence

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Top Ad Spending Categories in Hispanic Media 2008 U.S. Net Measured Ad Spending ($000) Category 2008 2007 % Chg Telecommunications & Internet $659,817 $563,515 17.1 Retail 612,428 589,716 3.9 Automotive 571,431 714,868 - 20.1 Restaurants 304,138 281,188 8.2 Food, refreshments & treat 297,874 302,638 -1.6 General Services 280,942 248,809 12.9 Personal Care 263,981 229,714 14.9 Movies, recorded video & music 252,993 274,131 - 7.7 Insurance 205,135 154,274 33.0 Medicines & cures 169,266 203,564 - 16.8 Source: Advertising Age Hispanic Fact Pack 2009, 7/28/09; TNS Media Intelligence

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Top 10 Advertisers in Hispanic Media (Measured U.S. Media Spending) 2008 Marketer Ad Spending ($000) %Chg Source: Advertising Age Hispanic Fact Pack 2009 7/28/09; TNS Media Intelligence

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Top 10 Spanish-Language Spot TV Advertisers 2008 Marketer Ad Spending ($000) % Chg Source: Advertising Age Hispanic Fact Pack 2009 7/28/09; TNS Media Intelligence

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Top 10 Spanish-Language Network TV Advertisers 2008 Marketer Ad Spending ($000) % Chg Source: Advertising Age Hispanic Fact Pack 2009 7/28/09; TNS Media Intelligence

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Top 10 Hispanic Newspaper Advertisers 2008 Marketer Ad Spending ($000) % Chg Source: Advertising Age Hispanic Fact Pack 2009 7/28/09; TNS Media Intelligence

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Top 10 Hispanic Internet Advertisers 2008 Marketer* Ad Spending ($000) % Chg *Excludes paid pursuit and broadband video Source: Advertising Age Hispanic Fact Pack 2009 7/28/09; TNS Media Intelligence

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Top 10 Hispanic Spot Radio Advertisers 2008 Ad Spending ($000) %Chg Source: Advertising Age Hispanic Fact Pack 2009, Measured radio promotion spending from Nielsen Co. Percent change is processed from 2007 information

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Top Hispanic Markets by Media Spending for Spanish-Language Outlets 2008 Estimated Expenditures in Millions DMA TV Radio Print Total Los Angeles $357.69 $191.42 $102.43 $651.54 Miami/Ft. Lauderdale 132.58 103.31 66.89 302.78 New York 114.22 93.17 55.29 262.68 Houston 64.08 63.98 9.76 137.82 Chicago 52.24 48.21 27.75 128.20 San Francisco/Oakland/San Jose 47.57 32.13 6.40 86.10 Dallas 39.34 31.88 9.07 80.29 San Antonio 24.06 35.81 4.74 64.61 Phoenix 30.29 15.48 18.04 63.81 San Diego 29.55 20.09 5.89 55.53 TOTAL 891.62 635.48 306.26 1,833.36 Source: Advertising Age Hispanic Fact Pack 2009, HispanTelligence

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Top 10 U.S. Hispanic Advertising Agencies U.S. Income in thousands* Agency 2008 % Change Dieste, Harmel & Partners (Omnicom) $44,900 11.1 Vidal Partnership 35,000 12.9 Bravo Group (WPP) 31,500 5.0 GlobalHue 28,178 37.2 Lopez Negrete Communications 24,150 1.6 Zubi Advertising Services 21,500 9.7 Bromley Communications (Publicis) 21,100 -6.6 Conill (Publicis) 19,900 -3.9 LatinWorks (Omnicom) 17,440 1.5 Alma DDB 14,800 13.0 TOTAL 258,468 *Advertising Age gauges, by US income in 2008 Source: Advertising Age Hispanic Fact Pack 2009, 7/09

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Language Preference and Marketing to Hispanics

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Language Preference (Language Spoken at Home - Hispanic Adults 18+) Speaking both Spanish and English Source: Isabel Valdes/Consultant, July 30, 2008 – Based on 2008 Nielsen UEs

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Language Plays a Key Role in the Hispanic Culture Hispanic culture has had an enormous effect on standard America The expanding political, social and financial impact of Hispanics has changed the way America looks, considers, eats, moves, votes and directs business. Retro-cultural assimilation As being a piece of an ethnic gathering is "in

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