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Nativity-based view: A new audience measurement standard that drives television return on investment for US Hispanics
Journal of Cultural Marketing Strategy,
3
(1),
43-59
(2018)
Abstract
Significant shifts in the US demographic landscape combined with the rise of digital media over the last 20 years have transformed the face of marketing. Yet, for more than three decades, marketing to US Hispanics has undergone little change, with Spanish-language television continuing to represent the bulk of US Hispanic media spend. This study investigates whether there is a better way to drive television return on investment (ROI) with Hispanics at a time when television viewership is declining and digital and social media usage is almost ubiquitous among Hispanics. The paper advances the ‘Nativity-Based View’ (NBV), a new methodology which proposes that nativity is an effective variable in targeting and measuring the changing US Hispanic television audience, and applies this model across three business categories to measure its effectiveness in a real marketing context. The results of the first test show that US and foreign-born Hispanics are not homogeneous in what they watch on television, suggesting that Spanish-language television is not the ‘best way’ to target US Hispanics. The second test couples nativity with age, and finds that approximately 73–79 per cent of Spanish-language television does not reach Hispanic millennials, suggesting that the NBV is a valuable planning and investment tool in targeting key segments of the Hispanic population. The paper discusses the implications of the NBV, and encourages brands and advertising agencies to adopt a new tool to drive television ROI for US Hispanics.
Keywords: Hispanic marketing; multicultural marketing; audience measurement; acculturation; Nativity-Based View; nativity; generational level; media ROI; media effectiveness and efficiency
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.
Mario X. Carrasco is the Co-Founder and Principal of ThinkNow Research. His expert knowledge of multicultural consumers and his passion for unveiling the story behind the numbers is evident in his contributions to the ‘Hispanic Millennial Project’ and ‘We Are Gen Z’ studies. He is a regular contributor to trusted publications such as eMarketer, Quirk’s Magazine, Online MR Magazine and MediaPost.
