latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Thursday, March 29, 2007

Univision sale finalized

Broadcast Media Partners' purchase of Univision -- the largest Spanish-language broadcast network, became final today. Broadcast Media Partners is comprised of Saban Capital Group, Madison Dearborn Partners, Providence Equity Partners, Texas Pacific Group and Thomas H. Lee Partners.

Stay tuned to see what changes are made and how this sale affects (positively and negatively) Univision as we currently know it.

Wednesday, March 28, 2007

Online Hispanics Are "Savvy Multitaskers"

Hispanics online tend to be more Internet savvy multitaskers, according to a new Yahoo Telemundo and Simmons Research study called, "Conexión Cultural/Connected Culture."

The report shows that:

-- Hispanics outpace the general population in hours of daily media and technology use, including 14 hours of each day, or 27 percent, spent with technology, and 13.5 hours, or 26 percent, spent with media.

--Hispanic use more than one device at a time

-- Nearly 70 percent of Hispanics agreed "life will be better in the future because of technology," compared to 51 percent of the general population.

-- Almost 80 percent of online U.S. Hispanics have access to broadband, and seven of ten have been online for more than five years.

Michele Madansky, vice president, global market research, Yahoo, and co-author of the report, says in the article, "The big take away is Hispanics are online and you need to create separate online marketing campaigns that address this audience that are culturally relevant. It's about providing contextual relevant messaging, so you're really understanding these people and what's important to them: their cultural heritages, their families and friends and connectivity, and using that in the messaging."

Thursday, March 22, 2007

Culture is critical with health communication

I've mentioned on a few occasions on latino lingo that one of the biggest mistakes made by companies trying to reach the Hispanic market is focusing solely on language. Culture is a critical factor in purchasing decisions, and needs to be addressed in communication in industries such as health care.

A current example is a PR Newswire article on Drug News Wire that releases a study on the misperceptions about Alzheimer's Disease among Hispanics (and Blacks). The study, done by Harris Interactive for the Alzheimer's Foundation of America, shows that:

-- Hispanic caregivers, "consider the disease a normal part of the aging process and dismiss its symptoms as part of getting older."
-- Religion and spirituality tend to play an important role in the lives of caregivers, from seeking support to making health care decisions

So, communicating to these groups using general market messages will not address the cultural and religious considerations.

Tuesday, March 20, 2007


Hello everyone -- starting tomorrow, the "latino lingo" blog's new URL will be (no longer

Why the change? I've joined with my existing partner under his company Bauza & Associates. I'll be running the Connecticut office (we have one in Holyoke, MA, and have recently opened our Boston office). My new e-mail is ... send me an e-mail to say hello! Please update your browsers.

As always, thank you for reading me.


Monday, March 19, 2007

Hispanic advertising still outpacing the market

Nielsen (Monitor-Plus) released its latest statistics showing that overall advertising spending rose 4.6% in 2006. Internet lead the growth with a 35% increase followed by the top 100 Spot TV markets at 9.1%, and Spanish-Language TV (tied with outdoor) at 8.1%.

Monday, March 12, 2007

Canada gets into the Hispanic Marketing game

A release on Canadian Newswire today is announcing a new 100% Spanish channel in Canada called Nuevo Mundo Television beginning tomorrow.

According to the release, the programming will be mostly produced in Canada, and will be available in Quebec and will "progressively be distributed across the country."

The 24/7 channel will include Canadian news, special reports, youth programs, talk shows, feature stories, films, and documentaries, language courses and more, according to the release.

Thursday, March 08, 2007

Hispanics have higher broadband penetration

An article in Marketing y Medios reports on a new study from Horowitz Associates Inc., that reveals Hispanics have a 58 percent broadband penetration rate, which is slightly higher than the percentage for all respondents (54 percent) and for non-Hispanic whites (56 percent). According to the article, Asians at 59 percent are the only group with a higher broadband percentage than Hispanics.

More statistics from the study:

-- 55 percent visit social networking sites weekly
-- 40 percent listen to the radio online
-- 17 percent visit TV channel/program sites
-- 8 percent watch episodes of TV shows online
-- 21 percent click on pop-up ads
-- 14 percent make online purchases
-- 37 percent visit Web sites in Spanish.