Telemundo's ad revenue took a 16% leap to $647 million during the 2017-18 broadcast season, thanks in part to its broadcast of the World Cup, per Standard Media Index. Univision posted a 9% drop in ad revenue with $875 million in earnings but remained the Hispanic market leader.
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Culture Marketing Council Chairman Isaac Mizrahi writes about ways organizations can apply their multicultural marketing approach to recruit and retain a great Hispanic workforce. "Those companies that have an employment branding approach that appeals to top Latino talent in a culturally appropriate way will have a competitive advantage in the war for Latino talent," diversity consultant Robert Rodriguez says.
Target will be debuting the "Lupita" storybook and doll, the Hispanic counterpart to Elf on a Shelf, in all of its stores this holiday season. Creator Leslie Guzman, a former Procter and Gamble executive, is heartened and notes that such saturation "means it's being accepted by the mainstream culture, the story about being kind and making people smile through the season."
Soccer is on track to becoming the No. 3 favorite sport in the US and may be one of the most significant ways brands can connect with Hispanics, who made up 68% of soccer viewership last year. Companies need more than just the Spanish language to connect with the community, and "the best way to connect with them is through a passion point, so what better passion point than what's rooted within our culture, which is soccer," said SBX Group's Francisco Terreros.
Facebook is touting Oculus Go with a 60-second spot that shows stars, including Jonah Hill, Wiz Khalifa, Adam Levine, Leslie Jones and Awkwafina, being entertained by the virtual reality headsets. The purpose of the campaign is to show consumers what's possible with VR technology and to "normalize" it, said Facebook's Rebecca Van Dyck.
Connected TV ads accounted for the most impressions by device during the past two quarters, taking a 38% share, with mobile in second place, Extreme Reach reports. The average completion rate for connected TV ads in the third quarter was 95%, compared with video's overall average of 82%.
Patricia Salas Pineda, founder and chairwoman of the Latino Corporate Directors Association, is confident more Latinos will join corporate boards if shareholders begin to demand the diversity. Pineda's optimism is rooted in knowing that Latinos account for the fastest growing US consumer group, with $2.13 trillion in gross domestic product, and her belief in a "correlation between diversity, profitability and better decision-making."
The Culture Marketing Council's job center is where specialized employers and employees can connect. Place your post now at www.culturemarketingcouncil.org/job-center. CMC members can post for free with code (get your free code by emailing info@culturemarketingcouncil.org.) Non-members can post for $75 per posting.
Download "Case for Change: Multicultural and Inclusive Marketing"
The Alliance for Inclusive & Multicultural Marketing (AIMM) has released study "Case for Change: Multicultural and Inclusive Marketing" to help marketers better understand the importance of prioritizing multicultural and inclusive consumers in order to maximize overall corporate growth. Download copy of study.
In mathematics, the art of asking questions is more valuable than solving problems.
