Media buyers are extremely optimistic about the future of Hispanic media.
They predict a lot of growth in ad spending, especially on mobile, and they say it’s often easier to buy than English-language media.
Plus, over the past two years advertisers have really come on board with the idea of targeting Hispanics though well-planned campaigns that speak directly to this burgeoning demographic.
And yet, for all that promise, Hispanic media is facing some real hurdles that could impede spending from growing as fast as it should.
To explore this dichotomy between the promise and challenges of Hispanic media, Media Life surveyed our readers, inviting them to weigh in on what they felt the biggest issues were.
We got an enthusiastic response, and we’ve summarized readers’ arguments in the form of pros and cons for Hispanic media below.
Want to add your own opinion? Share your thoughts in the comments section below.
1. Clients are more open to spending on Hispanic media
More than half of readers, 56 percent, said their clients are somewhat or much more interested in spending on Hispanic media than they were just two years ago.
Just 4 percent reported that clients were less interested.
Among buyers, and increasingly clients, Hispanic media is perceived as mainstream.
“I feel Hispanic media has finally gotten attention in the general market,” noted one reader.
2. There’s real room for growth
While ratings for English-language networks drop, Spanish-language channels such as Telemundo and Univision Deportes are seeing gains.
The number of Spanish-language radio stations has risen above 500, and digital is booming, especially mobile. Even print publications, though suffering, are holding up better than their English-language counterparts.
Hispanic media is perceived as a hot medium.
“It is growing so quickly and will continue to do so,” wrote one reader.
Wrote yet another: “You are missing a huge portion of the current consumer market if you do not include Hispanic media. It continues to be a growth opportunity for your brand or service.”
3. Buying Hispanic media is comparatively easy
Even with the language issue, media buyers say Hispanic media is no harder to buy than general market media, and many believe it’s easier.
“The various media are measured,” wrote one reader. “There are multiple resources for identifying what’s out there. The media properties are becoming trained and offer their properties like the general market competition does.”
Wrote another: “We find it easier to buy because it tends to be more of an environment buy and we don’t negotiate with them against their English-language counterparts.”
Another plus: Buyers rate Hispanic media reps as on a par with or superior to reps of English-language media.
4. Hispanic media covers a lot of ground
There’s a great deal of flexibility in figuring out where to target a buy. Hispanics watch Spanish- and English-language TV, they read in both languages, and they are voracious consumers of video and mobile. There’s a lot of choice and flexibility for buyers and planners.
1. Hispanic media covers a lot of ground
Alas, that flexibility can also be a drawback.
Buyers say it’s difficult to know how to target when Hispanic media covers such a vast number of different media. This makes drawing up media plans a challenge.
2. Hispanic is treated separately from other buys
Buyers complain that Hispanic is perceived very similarly to the way digital was a decade ago, as something bought apart from other media. They feel it would benefit from being integrated into the overall media plan.
“If we could more easily demonstrate to clients how the Hispanic market could increase their customer base, I think we would buy Hispanic media integrated into most media plans.
“At one time digital was looked at as a separate media buy, and now we integrate it into most of our media plans as part of the mix,” one reader opined.
3. The language barrier
Many Hispanics are bilingual, which leads to the inevitable question: To buy Spanish-language media or not to buy Spanish-language media?
“Language will continue to be the dividing line and the battle for share of audience and revenue,” wrote one reader.
Asked to identify the biggest challenges to buying Hispanic media, tops for buyers was figuring out how Hispanic fits in with English-language media.
Right up there was figuring out whether to target via English- or Spanish-language media.