ADV Final Project
- 1. Florida State University Department of Communication “How Television is Targeting U.S. Hispanics” Nicole Sanchez ADV 3410 Hispanic Marketing Communication Final Project Option B April 25, 2014
- 2. 2 Table of Contents Introduction………………………………………………………………………….4 Review of Television concepts Targeting U.S. Hispanics…………………..7 Main trends and Findings………………………………………………………..12 Conclusion………………………………………………………………………….17 Appendix……………………………………………………………………………18
- 3. 3 Final Project Scope Marketing Vertical: Which U.S. television networks are appealing to Hispanics and how these channels are connecting culturally with Hispanics Objectives Define the television network concepts that major television networks are developing to target to the Hispanic market (Telemundo, MTV tres, Univision) Explain how these concepts are targeting Hispanics through commercials, tv series, etc. Understand the models being used in different television networks Methodology Primary Research including direct observation in each television concepts. Secondary Research on television networks entering the Hispanic Market: Telemundo, MTV tres, Univision, etc. Research Sources Hispanic Market Weekly, Television Networks’ website, Newspapers in the US (Miami Herald), Viewings of different Television Networks.
- 4. 4 I. Introduction: Importance of understanding why U.S. Hispanics are attracting Television Networks It is not very hard for one to notice the emerging trend of the Hispanic market in the U.S. There has been a vast amount of Hispanics moving to the U.S. throughout the years. This growing population affects several factors in America, especially the marketing field. Hispanic families usually travel together and find ways in America to still practice their heritage and culture so they can feel like they are still at home in their beloved country. A specific marketing variable that has been highly influenced by the Hispanic market and how marketers market to the Hispanic market is Television Networks. Television is a way for families to spend quality time together, stay informed with the news, and for just plain entertainment. Several Hispanic families moving to America go through so much change to adapt to the American lifestyle, whether it is difficult or bearable. Television in the U.S. has accustomed to marketing the Hispanic market, which makes this big change Hispanics go through much easier. Hispanic marketing through television networks make it easier for Hispanics to relate to television, understand it better, and still feel like they are at home and welcomed in America. Television networks are classified in different groups. For the sake of the purpose of this report, we are going to focus on networks that relate to Hispanic Marketing. These groups are consisted of: Sports, News, Entertainment, Talk Shows, etc. Television Networks that accommodate to the needs of the Hispanic market through these groups consist of: Univision Communications, Telemundo, Azteca America, MTV tres, ESPN Deportes, etc.
- 5. 5 Throughout many years of observation, several Television Networks have concluded that Television is very important to the Hispanic market. Several immigrants value the use of television in America because many were not able to back in their poverish countries. Hispanics also take advantage of the benefits Television has to offer. Television allows Hispanics to be informed about the world they live in, especially informed about what is going on in their country back home, as well as keeping in touch with the new Hispanic trends that arise in the media, whether it is music, fashion, or entertainment. Television is so important to US Hispanics that PR Newswire stated that there are 11.6 million television-watching Hispanic households in the US. On average, these households watch more television each week than the rest of the US market. The three largest Hispanic television networks that target this market are Univision Communications, Telemundo (owned by NBC), and Azteca America. These three networks are held accountable for more than 100 local stations and hundreds of cable affiliates throughout the US. Due to this, there are several Spanish-language cable stations emerging across the country which have made Spanish-language television a great opportunity for media marketing and public relations. The Spanish-language media has been following a consistent uprising trend. TNS Media Intelligence stated that Spanish-language media is one of the fastest growing sectors with a growth rate of 5.4 percent in 2007. Effectively reaching the Hispanic market through television networks is a $800 billion opportunity. Marketers must realize the cultural difference between Hispanic Americans and Anglo Americans. This cultural difference plays a role in the television they watch.
- 6. 6 Although watching television may seem like a similar activity for both groups, Hispanics look for different factors that allow them to feel their culture while watching television. Marketers must understand this in order to successfully target the Hispanic market. Telemundo, Univision, MTV tres, and other television networks have all successfully targeted the Hispanic market in the US.
- 7. 7 II. Review of Television concepts Targeting US Hispanics This research demonstrates the importance television networks put on targeting the Hispanic market in major cities such as Miami, Houston, and Los Angeles. Telemundo Telemundo is an American television network founded in 1954 by Angel Ramos. It is based in Hialeah, Florida a city nearby Miami, Florida. Telemundo is owned by NBC Universal. Telemundo is a Spanish-language broadcast network that surpasses any other network in the industry in the production and delivery of high quality Spanish-language media to US Hispanic audiences around the world. Telemundo is composed of the following features: Covers 210 markets, 94% total of Hispanic TV Households Owns fifteen stations Has 52 broadcast affiliates Employs approximately 1,900 full-time employees worldwide Has an independent station, WKAQ in Puerto Rico Telemundo owns studios in Miami, Los Angeles, and Mexico producing more than 1,000 scripted hours and 3,000 non-scripted hours a year. Telemundo’s mission is to inform, inspire, entertain, and empower US Hispanics in America and audiences across the world.
- 8. 8 Telemundo demonstrates the duality of the Hispanic identity while producing media that reflects the US Hispanic experience. The content delivered is original productions, news, theatrical motion pictures, and sports events. The first Spanish-language network to offer High Definition television in both at the local and network levels. Telemundo created it’s first rebrand in over several years, a new brand identity named “The Power of T”. The brand displays an essence of “Latino Soy/Estoy Aqui” which demonstrates the connection the network’s audience has between having Latin roots and living the American experience in the US. The rebrand symbolizes the unique relationship viewers’ share that is signature to Telemundo. Comcast/NBCUniversal, Telemundo’s parent company has allowed Telemundo to grow and achieve even higher accomplishments with their support and resources. Telemundo has emerged from a program-acquisition business model to an original-production model. Telemundo focuses on targeting Hispanics in the US who feel the need to connect to their culture through television. Telemundo’s successful marketing has allowed the network to reach these target markets and appeal to US Hispanics with their Spanish-language shows, news, sports, etc. Univision Communications
- 9. 9 Univision is an American-Spanish language broadcast network that is owned by Univision Communications. The network was founded in 1962 by Jerry Perenchio. Features include: Programming is aimed at Hispanic and Latino Americans in the US Programming includes drama series or telenovelas, sports, sitcoms, reality, news programming, and imported Spanish-language films. Headquartered in New York City with studios and production facilities in the Miami suburb of Doral, Florida. Univision Network is a place where Hispanic families living the American dream can call home. There are not many other networks that are capable of connecting America’s youngest and fastest growing consumer market as well as Univision does. Marketers have realized they cannot increase their sales without targeting the Hispanic market. So Univision has developed marketing services by offering opportunities for clients to place their brand in the center of action. Univision matches the goals and objectives of their partner brands with their audience and programming to achieve results. An example was when Univision paired Maybelline with Nuestra Belleza Latina. Each contestant’s distinct personality and style was highlighted and Maybelline demonstrated how they have something to offer for every woman. MTV Tr3s
- 10. MTV Tr3s is an American cable, satellite, and over the air network. MTV Tr3s is a 10 brand extension of the MTV television network. “Tr3s” means three in Spanish. The network was launched in 2010 and owned by Viacom Media Networks. Key features include: Headquartered in Miami, Florida. Targeted to bilingual Latinos and non-latino Americans aged twelve to thirty-four The network consists of customized music video playlists, music, artists, lifestyle series, news documentaries celebrating Latino culture, and English-subtitled programming in Spanish imported from the MTV España and MTV Latin America channels. Reaches 6.7 million Hispanic TV Households Purpose is to inspire its audience to think socially through the brand’s “Agents de Cambio” initiative, which influences young Hispanics to develop change in their communities relating to health and social issues. US Hispanics are exposed to American culture and may adapt to mainstream America but they do this without losing their “latinicity”. MTV Tr3s helps make this possible. US Hispanics view the latest media, movies, music, and videos by watching MTV Tr3s. This allows the Hispanic market to take cultural fluency from other groups without losing their own because Hispanics are very proud of their culture and heritage. They learn new cultures and mix what they like about it into their own. MTV Tr3s has successfully done this, which is why the Hispanic market appeals to this network so much.
- 11. 11 ESPN Deportes ESPN Deportes is a Spanish-language sports channel for Hispanic sports fan in America. The network is a brand extension of ESPN. ESPN Deportes launched in 2007. ESPN Deportes is devoted to serving Hispanic sports fans by offering high-quality and culturally relevant sports programming. They are known for offering the most diverse sports programming on Spanish-language television. Key features include: Headquarters in Mexico City, Los Angeles, and Bristol, Connecticut. Features more than 2,500 live and/or original hours of sports programming presented annually Reaches over 5.3 million Nielsen Hispanic cable households, reaching more than 45 percent of the U.S. Hispanic cable homes Sports shown vary from soccer, baseball, American football, motor sports, tennis, golf, mixed martial arts, and boxing Sport’s Programming featured are SportsCenter, Futbol Picante, Jorge Ramos y Su Banda, Cronometro, Los Capitanes, Beisbol Esta Noche, Fuera de Juego, and NFL Semanal ESPN Deportes has successfully attracted US Hispanics who are interested in watching sports. ESPN Deportes allows the Hispanic market to watch sports in a network they can understand and relate to.
- 12. 12 III. Main Trends and Findings Television Networks have increasingly began targeting US Hispanics with the increase of immigrants in America. Networks such as Telemundo, Univision, MTV tr3s, ESPN Deportes, and even American television networks feature several tactics to earn ratings from the Hispanic market. The following are the television network benefits related to the Hispanic market: Mainstream TV shows featuring Hispanic Themes and Characters Mainstream television series have been arising in American television, which include Hispanic themes and characters. These television shows are a successful way to appeal to the Hispanic market. It is a marketing strategy that targets US Hispanics into watching American television. A few examples of these television shows include “Modern Family”, “George Lopez” and “Ugly Betty”. These Hispanic themed television shows would not have many ratings without Hispanic viewers. Several of these Hispanic themed shows have star actors who Hispanics can relate to and become attached to. Hispanic viewers form a relationship with these actors and become intrigued to watch more. “Modern Family” is among the highest-rated scripted shows on network television. Sofia Vergara is one of the most recognized Spanish actresses in English-language television. Several Hispanic women can relate to her persona and how she lives her life in America while never forgetting her roots, culture, and where she came from. George Lopez is a very well recognized actor who stars in the “George Lopez” show. He plays a father raising his children in America while still teaching his children Mexican culture. Several mainstream American television shows are successful in
- 13. marketing to Hispanic viewers because the Hispanic audience can relate to the drama 13 the actors/actresses portray in the shows. Spanish-language cable viewing Broadcast television has always been a traditional means of reaching to Spanish-speaking audiences. However, times have changed and now cable television has been increasingly growing in the Hispanic market. According to Finding the Gold in Hispanic Marketing, “Spanish-language cable now has a 17 to 18 percent share of viewing of adults 18-49 on a total-day basis. With sports, general entertainment and lifestyle networks, Spanish-language viewers have increasing choices of quality programming” (Westlund). Spanish-language cable has defiantly been growing the fastest in recent years. Cable is an integral component of Hispanic media, surpassing broadcast television. US Hispanics view cable as a great benefit. They are happy to still have the opportunity to relate to their culture through television and feel as if they are watching television back home in their country. According to a well known cable channel, Universe, “In raw numbers, from 2008 to 2013, 3.1 million new homes subscribed to cable or satellite—and 1.6 million (53%) of them were Hispanic. Hispanics are driving growth of new cable homes, and their cable penetration has increased at over seven times the rate of non-Hispanics over this period”. Due to these recent trends, marketers have taken action and developed successful strategies to target US Hispanics. The Spanish and English language cable viewers combined fully reach the Hispanic market. Networks targeting the Hispanic market reach Spanish speakers, including a large bilingual audience. However, English-language cable channels reaches viewers who
- 14. 14 only speak English and bilinguals. Marketers will continue to take advantage of this trend. Hispanic Traditional Dancing in TV shows The activity of dancing is a huge factor in Hispanic culture. Several Hispanics practice their culture by dancing or viewing dancing while listening to traditional Spanish music. Many Hispanic television shows in America feature dancing. “Sabado Gigante” (meaning Gigantic Saturday) is a Spanish-language television program broadcasted by Univision in the United States. Sabado Gigante is a mix of various contests, live musical entertainment, skit comedies and human-interest stories hosted by Mario Kreutzberger, known as “Don Francisco”. It is a three-hour program that airs every Saturday night at eight pm. US Hispanics enjoy watching Sabado Gigante because it features a vast amount of culture and heritage. They are able to watch traditional Hispanic dances and relate to all the stories featured. Sabado Gigante has become so popular that even people who are not Hispanic or speak Spanish know about the television show. Sabado Gigante has become an icon of Spanish-language television and Don Francisco is easily Hispanic television’s best-known television personality. Variety shows like Sabado Gigante have marked significant trends in television networks that the Hispanic market has been able to benefit from. Univision also benefits from this trend because airing Sabado Gigante attracts US media companies who are looking for opportunities to target the Hispanic market. According to Stephanie Mehta, “Forty years on, Sabado Gigante remains incredibly popular, attracting a remarkably young audience and garnering strong ratings”. Telenovelas
- 15. 15 Telenovelas, television soap operas are the most popular type of television programs in among Spanish-speaking households. A vast amount of television output in the world is telenovelas. There has been an increase in the rise of Spanish-language telenovelas in America. Networks such as Telemundo and Univision show telenovelas. Many non-Hispanics perceive telenovelas to be the Latin version of US soap operas. However, the telenovela genre is distinct and its differences make it such a unique and beloved form of drama. Typical telenovelas are played five times a week, day by day progressing the storyline just like English-language soap operas but are much more condensed. A typical telenovela has a limited run and only has 120 episodes whereas English-language soap operas are made up of thousands of episodes throughout several years. This allows telenovelas to capture viewers’ attention throughout the story and build up to a dramatic finale. Since the shows are so limited and only aired for just a few months, it is much more difficult to be mocked because of the limited cast changes and shortened plots. US Hispanics enjoy still being able to watch soap operas in Spanish among the vast amount of English-language soap operas. English-language soap operas differ greatly with Spanish-language soap operas. US Hispanics favor the culture, heritage, and tradition Spanish-language soap operas display. Viewers enjoy being able to keep up with a show and become attached to the various characters and story line. Many Hispanic viewers form a connection with telenovelas because they can relate to the storyline and culture. Several telenovelas are filmed in Hispanic countries. This feature really attracts the Hispanic market because many of the viewers are from these same countries and feel a sense of home while watching. These viewers look forward to watching another episode again and again and especially the finale.
- 16. According to Darfield, “The final episode of a telenovela gets ratings comparable to the 16 Super Bowl”. Several television networks have realized this increasing trend and are taking action by focusing on telenovelas.
- 17. 17 IV. Conclusion All in all, the Hispanic market has severely increased throughout the years. Marketers have become aware of this impact and have taken action towards targeting to the Hispanic market through several marketing strategies. It is apparent television networks have shifted their focus to targeting to the Hispanic market as well. Television is a big part of entertainment and everyday life that US Hispanics like to take advantage of just like all Americans. Television networks such as Telemundo, Univision, MTV tr3s, ESPN Deportes all target the Hispanic market in America. The growth of the Hispanic market in the US has impacted the media industry to develop networks that only target US Hispanics. Not only do US Hispanics have the opportunity to watch television networks only targeted to them but they are also targeted in American television networks as well. Shows such as “Modern Family” and “George Lopez” demonstrate this rising trend of adding Hispanic culture and heritage into American television shows. Marketers have taken advantage of this extreme growth. US Hispanics watch a vast amount of television and enjoy the benefits of being able to relate to their culture through television. Hispanic television networks allow US Hispanics to feel more at home even though they are missing their beloved country. Hispanic television has allowed US Hispanic to be accustomed to the American lifestyle while still remembering where they came from and their heritage.
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- 19. 19 Mehta, S. (2006, February 24). An advertiser's dream: Sabado Gigante. CNNMoney. Retrieved April 26, 2014, from http://money.cnn.com/2006/02/22/news/newsmakers/sb_fortune/ Steiner, L. (2012, May 9). Telenovelas Are The New Coveted Marketing Niche. The Huffington Post. Retrieved April 26, 2014, from http://www.huffingtonpost.com/2012/05/09/telenovelas-marketing-niche_ n_1501522.html ESPN Deportes Fact Sheet. (n.d.). ESPN MediaZone. Retrieved April 26, 2014, from http://espnmediazone.com/us/espn-deportes-fact-sheet/