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Paradigm shift: The effect of nativity and years-in-country on television programme viewing across three Hispanic generational levels
Journal of Cultural Marketing Strategy,
1
(1),
19-31
(2015)
Abstract
US Spanish-language television was an estimated US$6.1bn industry in 2013 and has more than tripled since 2003. Marketing has changed dramatically during this time with digital and social media revolutionising the industry with improved metrics and real-time analytics. Unfortunately, television measurement of the US Hispanic population has not changed significantly in more than two decades, has relied on ‘language’ as its sole metric during this time, and has not kept up with the full diversity of the changing Hispanic population. The purpose of this study was to investigate whether there are better and more efficient ways to measure the US Hispanic television audience, which would help leading corporations optimise their media investments. By way of a quantitative primary study, this paper advances two variables — nativity and years-incountry — which we propose are more effective and efficient in targeting Hispanics than language alone. We hope this initial study will spur innovation and an open discussion on new ways to measure the US Hispanic television audience and help corporations drive media efficiency and target effectiveness. Although this study focused on US Hispanics, there is an opportunity to test and apply the findings across other multicultural groups in the USA and abroad.
Keywords: Hispanic marketing; multicultural marketing; audience measurement; nativity; years-in-country; media ROI
The full article is available to subscribers to the journal.
Author's Biography
Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading US non-profit, non-partisan multicultural marketing research think tank and data science accelerator dedicated to increasing the representation of women, and ethnic and racial minorities in the USA. Dr Beniflah is the founder and editor-in-chief of the Journal of Cultural Marketing Strategy and author of ‘The Big Shift: Redefining Marketing in a Multicultural America’. He has a doctorate in business administration from Golden Gate University.
Brian Hughes leads the audience analysis practice for Magna Global, which is tasked with making sense of consumers’ media habits in a fully mediated world. He has been with the IPG family for nearly 15 years, but joined Magna when television research for all IPG agencies was consolidated in 2004. At Magna, Brian is an essential contributor in shaping the television and programming analysis operation and has had a major hand in his groups’ expansion into emerging media platforms.
Carlos Garcia leads the multicultural practice at GfK with his colleague Jannet Torres. He helped with the development and data collection of this study. Carlos has over 35 years of experience in the field of US Hispanic consumer research and was the winner in 2013 of the Marketing Research Association’s award for meritorious service to the marketing research industry. Carlos earned a BA from Pomona College, an MA from UC Berkeley and an MBA from National University.
