CREDITS The CMC 2019 Hispanic Market Guide was produced by the Culture Marketing Council: The Voice of Hispanic Marketing. EDITORIAL Managing Editor | Horacio Gavilán Associate Editor | Fulvia Lee Special thanks to Big Voice Communications Sales by HispanicAd.com THANKS TO OUR ADVERTISERS Alma Captura Group, Inc. Casanova//McCann CCOM Group, Inc. d expósito & Partners LLC Dieste GroupM Multicultural INFUSION Lopez Negrete Communications, Inc. Orcí PM3 Richards/Lerma SBS Telemundo Univision Copyright © 2019 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means sorted in any information storage and retrieval system without prior written permission of CMC. 2 CMC 2019 HISPANIC MARKET GUIDE TABLE OF CONTENTS INTRODUCTION 4 Demographics and Media 12 ABOUT CMC 26 CMC BOARD OF DIRECTORS 26 MARKETING & COMMUNICATIONS COMPANY MEMBERS 27 Company Listing by Specialty 99 Company Listing by Sector 101 MEDIA, RESEARCH & OTHER COMPANY MEMBERS 102 Digital and Internet Companies Magazines Radio, Television & Cable Networks Research Companies Representation Firms Other CMC 2019 HISPANIC MARKET GUIDE 3 INTRODUCTION segment will be a This seismic shift is having a great effect on the nation’s cultural landscape, creating a new mainstream target, meaning all marketers must be culturally fluent. Sources: U.S. Census/Pew Research and CMC 2018 Digital Lives Study 4 CMC 2019 HISPANIC MARKET GUIDE According to Kantar, our society is shifting from what was once perceived as WASP/“mainstream” and multicultural to polycultural being the mainstream. Because younger generations are more diverse, they are driving this national trend of cultural openness, not just as a passing interest of youth, but likely also later in life, according to Kantar. CMC 2019 HISPANIC MARKET GUIDE 5 Known by many names, such as iGens, Gen Z, and for the purposes of this report, Centennials, this segment is not only more culturally open and more digital, but also has more purchasing power than previous generations, serving as a primary influencer in multigenerational families. “With most Hispanic Centennials coming of voting age soon and mostly U.S. born, we predict them to be the next wave of growing multicultural political clout!” --CMC Research Chair Nancy Tellet 6 CMC 2019 HISPANIC MARKET GUIDE Differentiated from their generational counterparts, these young people challenge the notion of what being a “teen” and a “kid” is all about—they are assuming greater responsibilities earlier in life. They also have a bigger say in what goes on in the family, including online purchases. Hispanic Behavior Skews Male Non-Hispanic Hispanic Non-Hispanic Hispanic CMC 2019 HISPANIC MARKET GUIDE 7 One out of five Hispanic Centennials have personally spent more than $200 on purchases in the last seven days, compared to 14 percent of non-Hispanic Centennials, according to Kantar, and CMC research concurs. 8 CMC 2019 HISPANIC MARKET GUIDE Hispanics ages 13-49 are more likely to pay for online TV or movies, especially teens. Hispanic Centennials, however, are more likely to buy things in more unique ways, including the use of online subscription boxes. CMC 2019 HISPANIC MARKET GUIDE 9 While Hispanic teens are drivers of beauty and apparel categories, they also sometimes act as brand boosters—like with Nike. Non-Hispanic Hispanic Non-Hispanic Hispanic All Finally, Hispanic Centennials are looking for deals—in fact, Hispanic male teens frequently shop at eBay, more so than Millennials. 10 CMC 2019 HISPANIC MARKET GUIDE So, what does this mean for you and your business? Cultural openness magnifies the influence of diverse cultural segments beyond what their population numbers might suggest. Today, Hispanic culture influences every aspect of life: food, celebrations, music, entertainment, sports, fashion and beauty, and even language. And as other consumers—particularly the proportionally large segment of white non-Hispanic consumers—continue to embrace an ever-wider array of cultural options, the polycultural shift will continue to accelerate, according to Kantar. Successful marketing campaigns are culture-driven campaigns. Marketing today is multicultural. The demographic and cultural shifts are fueled by the dynamic state of the Hispanic consumer. Creative and authentic messages, campaigns that build community, culture at the heart of your brand, these are the ingredients to successfully reach today's cultural audiences! Segmentation continues to be relevant and critical, as our market becomes more complex. Research has shown that culturally-fluent strategies targeted to the appropriate segments create more meaningful engagement which leads to increased ROI. Culture specialists are your marketing power partners. As the lines of multi-ethnic segments and languages continue to blur, marketers must employ a broader definition of culture that includes language, idiosyncrasies, lifestyle and behaviors. That’s why it's our goal to elevate the quality and effectiveness of U.S. marketing by harnessing the power of cultural expertise and impact to drive business results. Using specialists that have the expertise to leverage cultural insights and ensure campaigns resonate, engage and spur action among multicultural audiences is the gold standard for marketing. In a world where specialists are celebrated in every aspect of our lives, it’s time to reclaim this value to the thousands of marketing professionals with cultural expertise. The CMC 2019 Hispanic Market Guide is a first step in providing you with an understanding of significant demographic shifts driven by the Hispanic consumer. Now that you have a glimpse into how culture is the currency to connect with today’s American mainstream, the next section will provide you with demographics and media consumption data. In addition, this guide has a list of our members—companies with trusted Hispanic marketing expertise. This roster features a who’s who of marketing elite and legacy practitioners with proven track records of parlaying powerful cultural insights, deeply relevant messaging and creative strategies into game-changing, award-winning multicultural campaigns for big brands. CMC 2019 HISPANIC MARKET GUIDE 11 DEMOGRAPHICS & MEDIA DEMOGRAPHICS Total Household Hispanic Breakdown vs. Hispanic Household by Gender 18+ 13% 49.7% 50.3% Tta 125,020,000 Wmen 19,583,000 isanic 16,620,000 en 19,847,000 Hispanic Breakdown by Age hiren 9,998,000 Teens 5,574,000 Ats 16,374,000 Ats 18,737,000 Ats 4,319,000 0 mm mm mm mm Copyright © Nielsen Media Research 2018 “National Universe Estimates” 12 CMC 2019 HISPANIC MARKET GUIDE Language Preference Among Hispanic TV Households (000) 16.3% 22.6% 24.7% 22.3% 14.1% n anish st anish anish & ngish st ngish n ngish 2,640 3,670 4,010 3,610 2,280 38.9% 61.1% 36.3% anish nanish ngish minant minant minant 6,310 9,900 5,890 Place of Origin Home Ownership 80 70 58.7% 54.2% 60 50 40 30 25.4% 20 11% 10 4.9% 45.8% Hispanic TV Households (000) Puerto Rico 1,790 Home Owner/Renter Hispanic TV Cuba 790 Households (000) Mexico 9,510 enter Other - Hispanic 4,120 ner Copyright © Nielsen Media Research 2018 “National Universe Estimates” CMC 2019 HISPANIC MARKET GUIDE 13 Hispanic Household Income 6.8% Hispanic TV Households (000) 5.3% Less than 10,000 10,000 - 14,999 5.3% 15,000 - 19,999 20,000 - 29,999 41.8% 11.7% 30,000 - 39,999 40,000 - 49,999 50,000 - 59,999 10.9% 60,000+ 41.8% 9.9% 8.3% scae atins reresenting hsehs earning eteen a ear are the mst ar mie segment an accnt fr 4040 percentpercent 40% 60% f isanic ing wer. ae ess than ae mre than ear ith the $40,000/year marit maing ars f ear segment an accnt fr 40 percent EducationEducation OccupationOccupation 50 50 40.7% 40.7% 40 40 31.1% 31.1% 30 30 30 30 28.4% 28.3%28.4% 28.3% 26.0% 26.9%26.0% 26.9% 25 25 20 20 18.6% 18.6%20 2018.4% 18.4% 16.1% 16.1% 15 15 12.6% 12.6% 12.5% 12.5% 10.2% 10.2% 10 10 10 10 5 5 2.1% 2.1% 0 0 0 0 Hispanic TVHispanic Households TV Households (000) (000) Hispanic TVHispanic Households TV Households (000) (000) rae ch rae ch 2,610 2,610 hite arhite ar 5,040 5,040 igh ch igh ch 2,020 2,020 2,990 2,990 igh ch igh ch 4,210 4,210 erica aeserica aes 2,050 2,050 ege ege 4,360 4,360 e ar e ar 6,590 6,590 ege ege 3,010 3,010 Farm Farm ie ie 1,650 1,650 nsie nsie 4,600 4,600 Copyright © Nielsen Media Research 2018 “National Universe Estimates” t in art frce in ar frce 4,580 4,580 14 CMC 2019 HISPANIC MARKET GUIDE Home OwnershipHome Ownership me nerenter me nerenter ner ner 45.8% 45.8% enter enter 54.2% 54.2% MEDIA Top Hispanic DMAs Designated Hispanic Rank of U.S. Market Area (DMA) TV Homes s Angees 12.506 e r 9.577 iamit aerae 5.539 stn 4.683 aasrt rth 3.648 hicag 3.432 an Antni 3.055 an ranciscaanan se 2.727 heni resctt 2.608 aringenesacrnsviecAen 2.204 acramenttctnest 1.976 ranatna eacherne 1.966 resnisaia hiaehia Tamat etersrg arasta ashingtn agerstn Aereanta e an ieg as as rces enver stn anchester Astin as egas Atanta eatteTacma Copyright © Nielsen Media Research 2018 “Local Television Market Universe Estimates: Hispanic or Latino TV Households” CMC 2019 HISPANIC MARKET GUIDE 15 Top 25 Hispanic DMAs Sorted by Highest Percentage of Hispanics Hispanic Rank Market DMA Rank of Population aringenesacrnsviecAen 383 as 324 an Antni 225 iamit aerae 222 resnisaia 222 6 Bakersfield 48% 207 s Angees 182 Aereanta e 174 Tcsn 145 10 Houston 32% 138 11 San Diego 30% 129 Astin 117 as egas 115 14 Phoenix 25% 106 15 Sacramento/Stockton/Modesto 24% 105 16 Dallas/Fort Worth 24% 102 e r 97 18 San Francisco/Oakland/San Jose 21% 90 19 Orlando/Daytona Beach/Melbourne 20% 85 20 Chicago 19% 83 21 Colorado Springs/Pueblo 19% 80 enver 77 est am eachrt ierce 77 24 Fort Myers/Naples 17% 73 25 Tampa/St.