Most English language Satellite Media Tours can be modified to reach a Hispanic audience, but it’s important you use proper language and hire a spokesperson that can reach what many of my colleagues refer to as the “untapped” market.
To do this you must first understand the unique differences between English and Spanish media tours:
Major Market Access: Unlike the general market where garnishing earned media with star power or a nonprofit connection is becoming more difficult, earned can be very attainable in Hispanic media. Hispanic Network outlets like Univision, Telemundo, Azteca America and affiliates in the large Hispanic DMA’s like NYC, LA, MIAMI, DALLAS, SAN ANTONIO, HOUSTON, etc. are often open to Satellite Media Tours. The best way to attain these markets is implementing a celebrity spokesperson or non-profit program/brand that is pertinent to Hispanics. I theorize that station decision makers know that even though an activation may be branded, if paired with celebrity talent or topic that is pertinent to their community, it’s worth booking, because it helps promote their segment, attract new viewers and keep viewers engaged longer.
FEWER PAID OPTIONS: There are only a handful of Hispanic stations that implement pay for play and pricing varies, from $250-$1700. Many general market stations offer pay for play, but after making numerous calls to Hispanic stations, I don’t believe they truly understand the concept and/or appreciate the opportunity to make some extra money. That said, Hispanic Media placements are majority earned, so it’s important that you apply the 4T filter to your activation.
PREPARE FOR LIVE TO BE TAPED: In my opinion, this is the biggest difference between General Market and Hispanic Market. I would say that General Market stations out number Hispanic stations 6-1. Then, I would say 1/8 of those do a live morning show, so live hits on Spanish TV are a rarity UNLESS (again) you have a celebrity spokesperson, a non-profit, or a topic that resonates with the Hispanic community. Most stations have a ½ hour newscast at 6pm/11pm, but they typically need to show local news and weather, so fluff segments are hard to fit.
Understanding the network/talent affiliations: One of the most overlooked issues with Hispanic activations is the association your spokesperson may have with one of the networks. Spanish Networks are VERY particular in regards to talent and will typically not allow talent from a competing network to appear on their airwaves. That said, for me, most Network talent either from Telemundo or Univision are still the way to go, because Networks love to promote their own and viewers identify with them. If you do use a Network star, they would appear on affiliates of the network that spokesperson represents.
It’s important to understand that Hispanic Media has its hurdles, but reaching the Hispanic community is HUGE! Economists have observed that “if the U.S. Hispanic population were a country, it would rank as the 12th largest economy in the world, commanding more than $1 trillion in purchasing power.” Products targeting the Hispanic population are seen as a great opportunity for retailers, as Hispanics will represent approximately 28.6 percent of the total U.S. population by 2060.
Need assistance with your next Hispanic Media Tour? We can help!