LESS THAN 5% OF POLITICAL TV AD MONEY GOES TO SPANISH-LANGUAGE MEDIA

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

With the negative ads flying in this year’s political campaigns, many voters may be struggling to separate fact from fiction. But some Hispanic Americans would rather hear a few tall tales than, some critics say, be taken for granted. Both Democrats and Republicans say they’ve made the Hispanic vote a priority. But less than 5 percent of all political TV ad money goes to Spanish-language media, according to a study released Monday by the U.S. Hispanic Chamber of Commerce. It’s a matter of respect for some Hispanic leaders, who see the lack of funding as a dismissal of the fastest-growing voting bloc, and one that is expected to play a critical role in November. The campaigns are excluding millions of voters from the political conversation, said Javier Palomarez, president of the Hispanic chamber.

“Like all Americans, Hispanics are perfectly capable of judging negative advertising for what it is,” Palomarez said. “What matters is that campaigns prioritize Hispanic voters in a manner that is equivalent to their ever increasing electoral significance.”

Many Latinos are watching English-language broadcasts and the campaigns should take that into account, but they also should not ignore Spanish-language media, said Arturo Vargas, executive director of National Association of Latino Elected and Appointed Officials. Voters who watch Spanish-language channels are more likely to be naturalized citizens. And naturalized citizens tend to vote in higher percentages than native-born Latinos, who are more likely to take the right to vote for granted, Vargas said.

Some 12 million Hispanics are expected to vote in this year’s election. Their vote is seen as critical in swing states with large Hispanic populations, such as Nevada, Florida and Colorado. Voter turnout is at the forefront of both President Obama’s and GOP nominee Mitt Romney’s efforts to mobilize the Hispanic community.

Just $16 million of the approximately $360 million spent on all campaign television advertising since April has been used in Spanish-language markets through Sept. 25, according to the chamber study, which has been tracking TV ad spending. The study tracked advertising spending in 10 states: Florida, Colorado, Virginia, Nevada, Arizona, California, Illinois, New Mexico, New York and Texas.

In Florida, Hispanics make up about 16 percent of registered voters, yet Spanish-language ads accounted for just 7 percent of the $107 million spent on all political advertising in the state. Miami, one of the nation’s largest Hispanic markets, does better. Candidates and supporters spend about 31 percent of their ad dollars on Spanish-language media trying to woo the largely Cuban, Puerto Rican and Colombian electorate.

Democrats spent nearly twice as much, or more, than Republicans on Spanish-language ads in Florida, Colorado and Texas. Of the 10 states studied, Republicans outspent Democrats only in New York and spent the same amount, which was nothing, in Illinois and Virginia. The advertising markets studied in Virginia did not include the Washington metro area.

Getty Images

The gap in political spending is particularly stark in California, where less than 3 percent of spending is on Spanish-language ads despite Latinos making up nearly 20 percent of registered voters, and in Texas, where less than 6 percent of spending is on Spanish-language ads despite Latinos making up 23 percent of registered voters. Neither state is considered competitive in the presidential contest.

“Television advertising is reality,” said Ken Goldstein, president of Kantar Media’s Campaign Media Analysis Group, which conducted the study. “Campaigns can say they have a bunch of money, but if they’re not advertising then they don’t have a bunch of money. Campaigns can say a state is competitive, but if they’re not advertising there, the state is not competitive. Campaigns can say they want to talk about a particular message, but if they’re not doing it in their paid advertising, they’re not serious.”

In the presidential race, $10 million was spent on Spanish-language TV ads and $158 million spent on English-language ads. Democrats spent more than twice as much as Republicans on Spanish-language ads. The numbers include spending both by parties and so-called “Super” PACs.
Romney released his latest Spanish-language ad, titled “Nuestra Comunidad,” last week featuring the former Massachusetts governor clasping hands with Hispanic supporters and posing for photos with Hispanic children. Republican Puerto Rico Gov. Luis Fortuno, who narrates the video, pledges that Romney can “revive the American dream” for Latino families. The Romney campaign plans to “spend more on Spanish-language advertising” than either John McCain or George W. Bush did in their 2008 and 2000 and 2004 presidential races, according to Romney spokeswoman Andrea Saul.

The Obama campaign said its Hispanic outreach efforts are more about substance than spending and boasted the campaign has been running Spanish-language radio and TV ads since April. The campaign uses many forms of digital communication.

President Obama heps organize a group of kids for a photo outside the Lechonera El Barrio cafe in the Azalea Park neighborhood of Orlando, Fla. The president had stopped to pick up lunch and paused for photos with the children. (David Nakamura/The Washington Post)

“Throughout the campaign, we have used all the tools at our disposal, from innovative advertising to grassroots organizing in the Latino community to promote the president’s record,” said Obama spokeswoman Gabriela Domenzain. Some observers question whether the lack of advertising in Spanish-language markets is because of trends that show more Hispanics tuning in to English-language TV.

Univision and ABC announced this spring that they would partner to build the nation’s first English-language news and information channel for U.S. Hispanics. Based in Miami, the 24-hour channel is expected to begin airing next year.

But Palomarez called it a “gross miscalculation” by any campaign to spend 96 percent of its advertising on English-language markets. He noted that top shows on Univision often rivals the viewership on major English-language networks.“The numbers speak for themselves,” he said.

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FORMER COMMERCE SECRETARY CARLOS GUTIERREZ LEADS THE REPUBLICAN HISPANIC DREAM TEAM: “JUNTOS CON ROMNEY”

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Former Commerce Secretary Carlos Gutierrez leads the Hispanic Dream Team “Juntos con Romney” along with former Attorney  General of Puerto Rico José Fuentes and former Administrator of the  Small Business Administration Hector Barreto, Fox News Latino reported.

Despite the current 2-1 hold President Obama has on the Hispanic vote, Republican presidential hopeful Mitt Romney hopes to persuade some of those voters to rally behind him by emphasizing his position on the economy.

Jae C. Hong/AP

While Romney’s earlier position immigration distanced him from many Hispanic voters, the May jobs report, which placed unemployment among Hispanic Americans at 11 percent last month, up from 10.3 percent in April and highest level yet in 2012 the National Journal reported, could make Hispanic voters give Romney another look.

Republican presidential candidate, former Massachusetts Gov. Mitt Romney gestures during a campaign stop at Southwest Office Systems, Tuesday, June 5, 2012, in Fort Worth, Texas. (AP Photo/Evan Vucci)

Recently, at a Hispanic-owned business in Texas, Romney attacked the “Obama economy,” saying that under the current president, the economy has been “particularly hard on Hispanic businesses and Hispanic Americans.” Romney went on to call the president “anti-small business” and “hostile” to the small businesses environment which has made it harder for businesses to hire more people, the Washington Post reported.

The Romney campaign asserted a similar message on its YouTube Channel and released, “Fine.” The video, which presented President Obama as out-of-touch with the job market, criticized him for his recent assertion that “the economy is doing fine.”
Keeping to that message, the channel also released a video in Spanish entitled “Deprimente” or “Dismal” which shows a supporter of President Obama asserting that the country is on the right path and then contrasts that with the current economic statistics for Hispanic Americans.
Still, despite these efforts, a new Latino Decisions national poll reveals President Obama has a 43-point margin over Romney among Latino voters.
One reason for the vast gap could be that President Obama is currently outspending Romney significantly in Spanish-language media. While the president has already invested $1 million over the last five weeks, to emphasize the president’s health care and education reforms, Romney has spent about $13,000 on Spanish-language media since he became the unofficial official republican nominee, the National Journal reported.

Former Commerce Secretary Carlos Gutierrez File photo by Leslie Smith Jr., USA TODAY

However, those numbers could change. Romney recently created a committee entitled  “Juntos con Romney,” or “Together with Romney,” led by former  Secretary of Commerce Carlos Gutierrez, former Attorney  General of Puerto Rico José Fuentes and former Administrator of the  Small Business Administration Hector Barreto, Fox News Latino reported.

 “The Hispanic community has been especially hard-hit by President Obama’s  policies,” said Gutierrez in a press release. “Instead of spurring economic  growth and creating jobs, President Obama has only expanded government and hurt  job creation. We need a leader who will bring back jobs, help small businesses,  and ensure that the American Dream remains for future generations.”

Mitt Romney addressed the Latino Coalition summit at the US Chamber of Commerce… (Mario Tama/Getty Images )

 Romney’s advisors are also trying to get him to soften his earlier rhetoric on immigration, Boston.com reported.  Currently Romney is “studying” a modified version of the Dream Act, proposed by Romney’s potential pick for Vice President Senator Marco Rubio (R-Fl) which would grant non-immigrant visas to young people here illegally if they go to college or serve in the military, ABC News reported.

The Dream Act was killed by a narrow margin (55-41) in the Senate when Democrats failed to break a filibuster in the Senate. The Dream Act with a broad bipartison support was to provide a path to citizenship for illegal immigrants who came to the United States as a child upon completing specific requirements. The failure to pass the Dream Act was heart breaking for millions of immigrants who had thought 2010 would have been the year where American would embrace the hard working immigrant communities across the country.

Whether or not Romney’s outreach will make an impact will soon be put to the test. Romney wil speak June 21 before the National Association of Latino Elected and Appointed Officials, the day before President Obama addresses the group. The speech could provide a clear contrast between the two candidates on a variety of issues, Boston.com reported, which might sway more voters to say sí se puede or juntos con Romney.

Read More:  FOX News Latino

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IS JESSICA SANCHEZ RECORDING A SPANISH LANGUAGE ALBUM?

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

The entire time she was competing on “American Idol,” half-Mexican contestant Jessica Sanchez knew she had the support of the Latino community. In fact, Sanchez told The Huffington Post on Friday that it was that support that made her work even harder to win “American Idol” season 11. “It kind of pushed me even more because I wanted to make them proud,” Sanchez told us. “I made it this far and I’m glad I could do that for the Latin community!”

The 16-year-old singer from Chula Vista, California (who is also half-Filipino) spoke to The Huffington Post about her Latin roots, the Latino singers she most admires, and her plans to record a Spanish-language album!

First of all, congratulations on all of your Idol success! Thank you!
We know you’re half-Mexican and half-Filipino. Can you break down your Latin roots? I’m Mexican and my dad is Mexican, but I didn’t grow up with him speaking Spanish to me, so I don’t really know much. {But} I’m proud to be Mexican. I’m proud of both my ethnicities.

Did you grow up with any Latino traditions? I’m not really sure because I have both (Mexican and Filipino), so there was a bunch of stuff thrown at me, and I live in the States, so it wasn’t just one thing…
The Latino community really rallied behind you and wanted you to become the first Latina to win “American Idol.” Were you aware of the community’s support during the competition? Yeah, and that was…it kind of pushed me even more because I wanted to make them proud and I’m glad that I did. I made it this far and I’m glad I could do that for the Latin community!

Would you ever release a Spanish-language album? I would, yeah. I think the language is beautiful and I have {sung in Spanish} in the past. I don’t know how to speak it, but definitely in the future, I would love to do that. I have a really good ear.

Are there any Latin singers like Selena Gomez or Demi Lovato that you look up to? I love Selena – not Selena Gomez, but Selena Selena…Selena Quintanilla.

jessica sanchez

When Phillip Phillips was named this year’s “American Idol,” a lot of people took to Twitter to tweet that you were robbed. How do you feel about the reaction that many fans had? I’m happy for him. The last couple of days, we were hanging out because we were the last two. I couldn’t have been with anybody better. He is an amazing artist, he’s original and I can’t find anybody else like Phillip Phillips. He really fought for this and I think he deserved to win 100 percent.

How hard was it to compete on a show like “American Idol?” It was life-changing. I used to be home-schooled and I had my own hours – I could sleep whenever I wanted, wake up whenever I wanted and now I’m on this busy schedule and everything has to happen in order for the show to go {well} and in order to prove yourself as an artist. This show is perfect for people that are really serious about this. I fought through and I made top two, so I’m happy about that.

What’s next for you? Well, next there’s a lot of stuff. I’m going to do a couple of events here and there and then go on tour. And then hopefully when I’m on tour, or as soon as possible, I’m going to try and work on some songs for my album.

Read More: Huffington Post

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DO HISPANICS USE SOCIAL MEDIA THE MOST: HOW SPORTS TEAMS CAN BENEFIT FROM MARKETING TO LATINOS

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Social Media is about engaging with your audience. If you can find new audiences, you can expand your reach. Sports teams and leagues have mostly focused on growing the audience they already have and know – their traditional fans. Another way is to identify and connect with new segments of your fan base.
Hispanics represent a major opportunity for sports teams and leagues. Why? Compared to the general population, Hispanics use social media more and they are more avid sports fans. That’s a pretty potent combination. Some baseball teams, such as the Boston Red Sox, have started Spanish-languageTwitter accounts to reach their Spanish-speaking fans. It’s a good first move, but there is much more that can be done to reach this sizable population.

Hispanics and sports are strong partners. Three of the top seven Spanish-language cable channels are sports stations (Fox Deportes, ESPN Deportes and Gol TV). When it comes to sports interests, more than 90% of Hispanics are sports fans, compared to less than 80% of the total population, according to the San Jose Group marketing agency.

In August of 2011, there were 8.1 million Hispanics on Twitter

When it comes to social media, Hispanics are heavy users. On Twitter, Hispanics are prolific users. According to a Pew Research Center survey, 18% of Hispanics use Twitter, compared to 8% of the general population. The dominance extends beyond Twitter, according to a uSamp survey in 2011 of online users (according to the MediaPost’s The Social Graph blog): 90% of Hispanic respondents are on Facebook, compared to 81% of the general online population; 57% of Hispanics use YouTube, compared to 46% of non-Hispanics; and 47% Hispanics say they use Google+ compared to just 18% for the general population.

Nielsen says that Hispanic video viewers are 68% more likely than non-Hispanic White viewers to watch video on the Internet, and 20% more likely to watch video on their mobile phone. They’re also heavy phone users in general, sending and receiving some 941 SMS text messages per month – more than any other ethnic group. And they make 13 calls per day on their mobiles, which is 40% more than the average U.S. consumer.

The group is also increasing its access to social networking services and blogs. In February, visits were up 14% to sites like Facebook and WordPress.com, for example. In February, 16.7 million unique U.S. Hispanics visitors headed over to Facebook, which is up 8% year-over-year. Visits to Blogger (+10% YOY), Twitter (+32% YOY), LinkedIn (+52% YOY), WordPress (+27% YOY), and Tumblr (+85% YOY) were up, as well. (See above chart).
They often have a blog of their own, too – Hispanics are 17% more likely than the average consumer to build or update a personal blog, Nielsen found.

In the sports world, some are starting to put these numbers together and going after this large, new market. The NBA is at the forefront. The league has launched a whole Spanish-language platform, called éne-bé-a (the phonetic pronunciation of NBA in Spanish). The platform, which has a Facebook page and Twitter account, also launched its own campaign. The campaign, called Emoción (emotion), leveraged their social media channels to keep fans engaged during the lockout.

This was very smart being that Neilsen reported:

Hispanics are 25% more likely to follow a brand, 18% more likely to follow a celebrity, 21% more likely to post links, articles, videos and website, and 7% more likely to have one or more social networking profiles.

NBA TV played classic games during the work stoppage, and the Emoción campaign turned that into a positive. As the Social Media Spanish blog said, the campaign “engaged fans online through social media as a reminder of why they loved the game to begin with. This worked to remind their audience ‘de los buenos tiempos’ (the good ol’ times) and of the greatness of the game, then and now.”
The NBA did the smart thing and grew their Spanish-language social media accounts organically and cross-promoted their Spanish-language platforms to their English-speaking Hispanic fans. From the Social Media Spanish blog: “ ‘One strategy we’re currently focusing on is heavily cross promoting our éne-bé-a pages with our general market [English-language] pages,’ said Saskia Sorrosa, the NBA’s Vice President of Multicultural Marketing.

“Sorrosa explained that 12 percent of the NBA’s (English-language) Facebook and Twitter followers – more than 11 million likes and 3.8 million followers, respectively – are Hispanic. Cross promoting allows the team to push culturally relevant content among bicultural, bilingual fans across the NBA, and drive them back to éne-bé-a social media assets for customized engagement.”

It’s a very smart move because not all Hispanics prefer to consume content in Spanish. And while Spanish-language social media channels helps engage non-traditional fans, it is important to not employ a one-size-fits-all, or a one-language-fits-all approach. As Major League Baseball, which does so many things well in the social media space, continues to pursue Hispanic fans, it can steal a sign or two from the NBA.

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ARE LATINOS THE CONSUMER POWERHOUSE RESHAPING AMERICA?

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Studio Gang Architects + Joseph Lekas Photography

This Easter weekend I went to an exhibit at the Museum of Modern Art in New York called “Foreclosure: Rehousing The American Dream,” a fascinating view into what the future of urban and suburban housing in America could look like. For this exhibit, five architectural teams proposed how they would re-invest the TARP money of 2008 to revitalize foreclosure-ravaged suburbs near five major cities in the United States.

I came away feeling most impressed about the transformational impact that Latinos are already having on this country and wondering if most companies are really prepared for what is around the corner. I was most impressed with how clearly they understood the demographic impact of both the rise of Hispanics as a mega buying force in the home-buyer market.

Photographs by Don Pollard.

While Hispanics were certainly not the focus of this exhibit, their impact on four of the five places featured could not be denied. From Rialto, Calif., to Cicero, Ill., where 88% of the population is Hispanic, Latino attitudes about homeownership were not only prominently featured and discussed by architects, but also helped frame the developing of what the exhibit calls the “national conversation on issues of housing, transportation, and public space.”

When I got home, I remembered that I had recently downloaded the latest report on the State of Hispanic Homeownership, published in March by The National Association of Hispanic Real Estate Professionals and found that, in spite of also being hit by the housing crisis between 2007 and 2010, they too were predicting a new Latino housing mega trend.

“Over the next 10 years, Hispanics are expected to account for 40 percent of the estimated 12 million net new households, with minorities comprising 70 percent of total growth,” says Alejandro Becerra, author of the report. Unlike other groups, Latinos have not been big on saving for retirement. This is partly due to a cultural legacy that, hopefully, should change over the next few decades. Our American Dream has always mainly revolved around buying a home and depending on family to take care of us.
“An unrelenting drive to succeed combined with strong family values and larger family sizes fuel their yearning for a place to call home,” says Becerra. “This strong work ethic, often combined with a vibrant entrepreneurial spirit, adds up to major consumerism. The Hispanic market made up over 50 percent of real growth in the U.S. consumer economy from 2005 to 2008, with $52 billion in new spending.”

According to the Census, Hispanics are already a significant segment of the workforce. “The role of Latinos in the nation’s labor force in the manufacturing, construction, real estate and service industries is both monumental and crucial. For well over a decade, Hispanics have also had the highest labor force participation in the nation. Currently, 66.7% of all working-age Latinos are employed, nearly three percentage points higher than the rest of the U.S. population,” adds Becerra.

And while many Baby Boomers are expected to age in place, the NAHREP report says that “current mobility rates suggest that 3.8 million baby boomers could downsize over the coming decade, adding further to the demand for compact, lower-cost homes.” As a result, smart start-ups like Boomerator,Southeast Discovery and GetawayStyle are all setting up to cater to the needs of this huge demographic shift.

But I don’t see the same kind of focus and innovation reaching and catering to Hispanics. In spite of the Hispanic demographic tsunami that everyone agrees is upon us, many companies still dedicate only 3% to 5% of their budgets to marketing to Latinos. If that’s your strategy to win in this economy.

READ MORE: AD AGE

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