Last week, I had the pleasure to participate in the launch event for RPM Miami, the new show that can become a turning point for Hispanic TV.
What's the turning point you might ask? Is it simply because it's about cars, speed, danger, and love? Or is it about personal interest? Not necessarily, though I have to disclose I'm happy that our client Valvoline has an active participation.
And as I discussed in my first column, Latino marketing paradigms are shifting. And the approach to language, both in messaging and media, needs a turning point.
The Language Crossover
The following graph provides a clear picture of Latino media language preference across different types of medium and across acculturation.
One thing seems pretty clear: as acculturation evolves, Spanish decreases and English increases. When you look at the Internet, this change is even more dramatic.
This opens questions that many marketers don't what to get into. If bicultural/bilingual Latinos are consuming English language, and therefore being reached by their English media campaign, what's the need of doing dedicated messaging? Or is there any benefit for additionally targeting them in Spanish?
And those questions might be as misleading as those that want to limit Hispanic marketing to Spanish media or Spanish campaigns. Reality is a bit more complex.
Latinos are consuming English media, but on the other hand, they are consuming more Spanish language media than they did in the past.
The Dynamics of Media and Language
When you see the evolution of media language consumption, things might look a little bit different. Let's take a look at the graph below comparing preferences in 2005 versus 2010.
Check out these findings:
What's driving this trend towards consumption of media in both languages? There are many reasons. Retroacculturation is driving more accultured Hispanics to (re)learn Spanish and watch content that creates a connection with their cultural heritage.
Also, Spanish TV progamming is becoming more diverse with more talk shows, reality shows, sports, contest shows, and significantly better production values. In addition, the development of network and cable channels such as MTV Tr3s, mun2, UrbanoTV, and Si TV (soon to become NuVo) is helping grow this space.
Reaching Bicultural Latinos: Thought-Starters
According to information released by mun2, both the RPM Miami TV ratings and website experienced a dramatic growth during the show opening. The Hispanic audience is eager for content that can create a bridge where they can switch between cultures and languages as seamlessly as they do in their everyday lives.
Now is the turn for agencies and clients to further embrace that opportunity as well. By being part of RPM Miami, brands like Valvoline, Chevy, and Burger King are making history. Will the rest follow?
Gustavo Razzetti is EVP, Managing Director of Lapiz, the Latino shop of Leo Burnett. He has 20+ years of experience in integrated marketing communications in U.S. and Latin American markets.
A change agent, with the expertise of transforming agencies into digital at the core shops, Razzetti has become one of the leading voices when it comes to understanding the new market dynamics of US Latinos.
Former Chief Strategy & Engagement Officer at Grupo Gallegos, president of GlobalHue NY and CEO of Euro RSCG Latino. Razzetti's career is marked by extensive experience working with top consumer brands such as Comcast, Walgreens, Verizon, NestlÃ©, Chivas Regal, General Motors, Coca-Cola, and BBVA, and 200 others. He also served as CEO of Euro RSCG both in Puerto Rico and in Argentina. Prior to that, Gustavo was CEO and founding partner of WhyNet - the no. 1 interactive agency in Argentina.
Strategist by conviction, digital pioneer by choice, leader by evolution; Razzetti has received recognitions that include Effie awards, Gran Prix AMBA, Euro RSCG's CBI Award, and Strategic Planning Director of the Year, McCann Erickson. Many of the campaigns he strategically led won Cannes, Clio, New York Festival, London, and FIAP awards, among others.
On a personal note, Gustavo loves scuba diving, bicycling, gourmet cooking, and fine wines.
June 20, 2013
1:00pm ET / 10:00am PT