Latino & the Media --Media is a very powerful medium in forming public opinion(s) --”Representation”…who?...by who? --Inclusion vs. Exclusion Affect --Maintaining vs. minimizing the “other” --Affect on Assimilation/Acculturation --Buying power implications --Advertising impacts

In 2013, the MPAA determined that while Latinos only made up 17 percent of the US population, they represented 32 percent of frequent moviegoers. Last year, a six-year study of cinematic race and ethnicity by USC found that a full quarter of US tickets were purchased by Latinos, who often made up 20 percent of lucrative opening weekend grosses. And yet Latinos represented only 4.9 percent of total speaking roles in the films studied, with an overwhelming tendency to be depicted as hyper-sexualized, criminal, or both. Source: National Institute for Latino Policy, NILP, January 5, 2015

“A USC Annenberg School of Communication and Journalism study last year looked at the 100 top- grossing films in 2013 and found that Latinos only got about 5 percent of speaking roles. For Asian- Americans, that figure was 4.4 percent. And for African-Americans it was 14.1 percent.” Source: National Institute for Latino Policy, NILP, February 25, 2015

A 2014 Columbia University study found that, “Whereas the Latino population grew more than 43 percent from 2000 to 2010, the rate of media participation—behind and in front of the camera, and across all genres and formats—stayed stagnant or grew only slightly, at times proportionately declining.” Source: National Institute for Latino Policy, NILP, February 25, 2015

Latino & the Media HOUSEHOLD SIZE: Hispanic/Latino = 3.47 All US Pop. = 2.62 FAMILY SIZE: Hispanic/Latino = 3.92 All US Pop. = 3.22 Source: American Community Survey, 2008

Latino & the Media WHERE LATINOS LIVE: --Cubans = 77% in the South --Mexicans = 55% in the West --Puerto Ricans = 59% in the Northeast Source: Korzeny & Vann, 2009

“Yet, like it or not, when you were born dictates the culture you will experience. …The society that molds you when you are young stays with you the rest of your life.” Source: Twenge, J.M.,, Generation Me, p. 2, Free Press Pub., 2006

Latino & the Media TOP MAGAZINES READ BY HISPANICS: --People= 43%* --People en Espanol= 30% --National Gographic= 29% --Time= 25% --Sports Illustrated= 24% *--NUMBER OF TIMES READ IN LAST 6-MONTHS Source: Doublebase Mediamark Research & Intelligence, 2009

Latino & the Media NEWSPAPER READERSHIP: HISPANICS: --Top reason = “keep up-to-date” --Community newspapers are inseparable part of local minority Communities. --Readership skews to year-olds with household incomes of $40,000 or higher. Source: Doublebase Mediamark Research & Intelligence, 2009

Latino & the Media 1/2-Hrs. of Radio Listening/Week: Hispanic/Latino = 38.5 All US Pop. = 35.8 ½-Hrs. of TV Viewing/Week: Hispanic/Latino = 57.1 All US = 62.6 Source: Doublebase Mediamark Research & Intelligence, 2009

Latino & the Media TOP RADIO FORMATS for HISPANICS: --Hispanic = 39% --Contemporary hits= 29% --Adult Contemporary = 18% --Mexican/Tejano/Ranchera = 17% --Urban = 17% Source: Doublebase Mediamark Research & Intelligence, 2009

”`Arriba y Lejos’ flirts with various club styles—reggaeton, house, cumbia— without committing to any one of them for too long. The mix, Mexican influenced but not Mexican dominant, was part of a plan to attract a new generation of Latino listeners whose tastes, the Hernandez brothers said, no longer line up according to national background.” Source: New York Times, March 3, ‘13

Latinos & US T.V. --”Modern Family” is the highest-rated scripted show on network television and it had [May ‘12] an overall viewership of 12.9 million, but only 798,000 were Hispanics, 6.2% --Conversely, 5.2 million Hispanics were seeing, “Lo Que No Podia Amar”, on Univision Source: New York Times, August 6, 2012

Latino & the Media TV VIEWERSHIP by HISPANICS: --49% of Hispanics who watch TV during prime- time hrs. watch Spanish-language TV --40% of Spanish-dominant Hispanics regularly watch English-language programming --30% of English-dominant Hispanics regularly watch Spanish-language programming. Source: Sonderup, 2010

”Univision was emboldened by February sweeps numbers showing that it beat NBC, coming in fourth place with adults in the 18-to-49- year old demographic, while NBC finished fifth.” Source: New York Times, May 15, ‘13

”Mun2 owned by Telemundo Media, …announced 200-hours of original programming for the 2013 & 2014 seasons that focus mainly on celebrity-infused reality shows, music, sports for young, bilingual & bicultural Latinos in the US.” Source: New York Times, May 17, ‘13

”Mun2 highlighted the fact that it was viewed in 35 million homes and had 26 million video streams last year. The median age of the Mun2 audience is 29, and 52- percent of them are bilingual.” Source: New York Times, May 17, ‘13

Hispanic spending power will rise to $1.5 trillion by 2015, nearly 11% of total US purchasing power. Source: Selig Center for Economic Growth, Georgia Tech University, 2012

“Hispanic media spending…does continue to grow faster than general market media every year, posting 4.6% growth in 2011 to top 7 billion, compared to a slender 1.1% increase for all US media.” Source: Hispanic Fact Pack, 2012 edition, AdAge, 2012

Telecommunications in the US Hispanic Market Source: National Institute for Latino Policy, NILP, July 27, 2015

“When you are not wanted in, you want it, but maybe making you want in is the sense of the wall, its purpose.” Joshua Cohen

Source: National Institute for Latino Policy, NILP, October 15, 2015

REVIEW QUESTIONS 1.) Why is the media so powerful in `defining’ Latinos in the US? 2.) Is the Latino market very important to US advertisers? Why? 3.) T or F: Latinos go to movies at a higher rate than non-Latinos. 4.) T of F: Latinos listen to radio at a higher rate than they watch TV. 5.) Do Spanish-dominant Latinos only see Spanish language TV? 6.) Univision surpassed NBC in viewership sweeps...in which markets is Univision the leading network? 7.) Why does the telecommunications industry spend so much on advertising? 8.) Roughly, what percent of native-born Latinos only get their news in English? 9.) What is the presence of Latinos in Hollywood? 10.) What does the “other’ mean in the US media context?