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1©2015 Skyword
How ESPN Ties Sports, Culture, and Content Marketing Together to
Reach the US Hispanic Market
2©2015 Skyword
George LevyDirector of Brand Partnerships US Hispanic and Latin [email protected] |Twitter: @georgelevy
Welcome to participants from around the globe!
• Who We Are: • Integrated content marketing solution• Experts in scalable, sustainable
brand storytelling
• How We Do It: • Enterprise content marketing platform• Network of thousands of
content creators & influencers • World-class services team
3©2015 Skyword
Hugo BaltaSenior Director of Multicultural Content ESPNHugoBalta.com | Twitter: @HugoBalta
• Leads initiatives raising the quality, profile, and delivery of diverse news gathering and storytelling, targeting both English- and Spanish-speaking US Hispanics
• Former President of National Associationof Hispanic Journalists (NAHJ)
• Expert speaker on understanding multicultural US Market with a focus on Latinos
4©2015 Skyword
Questions/Preguntas
Type your question here
5©2015 Skyword 5©2015 Skyword
• US Hispanic Market• ESPN Case Study• Questions/Preguntas
Agenda
6©2015 Skyword
2015 US Hispanic Market by the Numbers
~54 Million Latinos in the United States(one in six Americans are Latino)1
[1] U.S. Census Bureau population estimates 2013
7©2015 Skyword
2015 US Hispanic Market by the Numbers
Two-thirds of Latinoslive in just five states2
[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”
8©2015 Skyword[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”
2015 US Hispanic Market by the Numbers
Two-thirds of Latinoslive in just five states2
14.4 Million
9©2015 Skyword[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”
2015 US Hispanic Market by the Numbers
Two-thirds of Latinoslive in just five states2
14.4 Million
9.8 Million
10©2015 Skyword
2015 US Hispanic Market by the Numbers
Two-thirds of Latinoslive in just five states2
14.4 Million
9.8 Million
4.4 Million
[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”
11©2015 Skyword
2015 US Hispanic Market by the Numbers
Two-thirds of Latinoslive in just five states2
14.4 Million
9.8 Million
4.4 Million
3.5 Million
[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”
12©2015 Skyword[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”
2015 US Hispanic Market by the Numbers
Two-thirds of Latinoslive in just five states2
14.4 Million
9.8 Million
4.4 Million
3.5 Million
2.1 Million
13©2015 Skyword[3] Nielsen Research 2015
2015 US Hispanic Market by the Numbers
$1.5 trillion USD in US Hispanic buying power is estimated in 20153
14©2015 Skyword
¿Habla español?
• 60% of Spanish-speaking U.S. Hispanic consumers agree there’s a lack of Spanish digital content1
• 56% of Hispanics cite a lack of Spanish content as the primary reason for not using the Internet2
– Hispanics are Thirsty for Online Marketing, Captura Group
1 Nielsen, 2015
2 Google, 2015
15©2015 Skyword
Hugo BaltaSenior Director of Multicultural Content ESPNHugoBalta.com | Twitter: @HugoBalta
• Leads initiatives raising the quality, profile and delivery of diverse news gathering and storytelling, targeting both English and Spanish-speaking US Hispanics
• Former President of National Associationof Hispanic Journalists (NAHJ)
• Expert speaker on understanding multicultural US Market with a focus on Latinos
16©2015 Skyword
Se Habla English…
Pew Research Center’s 2013 National Survey of Latinos
6 in 10U.S. adult Hispanics(62%) speak Englishor are bilingual
17©2015 Skyword
Se Habla English…
6 in 10U.S. adult Hispanics(62%) speak Englishor are bilingual
18©2015 Skyword
36%are bilingual
Se Habla English…
19©2015 Skyword
36%are bilingual
38%mainly use Spanish
Se Habla English…
20©2015 Skyword
36%are bilingual
38%mainly use Spanish
25%mainly use English
Se Habla English…
21©2015 Skyword
36%are bilingual
38%mainly use Spanish
25%mainly use English
59% are bilingualamong those who
speak English
Se Habla English…
22©2015 Skyword
Support
Nationality
Commitment
For Latinos, It’s All in the Familism
The commitment they have for one another is born from the overwhelming feeling of “we’re all in this together.”
Familism is a core characteristic of all Latinos and regardless of acculturation support of family remains.
La familia is something all Latinos can agree on despite tracing their roots to or self-identifying from different countries.
23©2015 Skyword
I am NOT Latino
The National Council of La Raza (NCLR)
65% Mexican Americans
24©2015 Skyword
I am NOT Latino
The National Council of La Raza (NCLR)
65% Mexican Americans
9% Puerto Ricans
25©2015 Skyword
I am NOT Latino
The National Council of La Raza (NCLR)
65% Mexican Americans
9% Puerto Ricans
3.5% Cubans
26©2015 Skyword
I am NOT Latino
The National Council of La Raza (NCLR)
65% Mexican Americans
9% Puerto Ricans
3.5% Cubans
3.2% Salvadorans
27©2015 Skyword
I am NOT Latino
The National Council of La Raza (NCLR)
65% Mexican Americans
9% Puerto Ricans
3.5% Cubans
3.2% Salvadorans
2.7% Dominicans
28©2015 Skyword
I am NOT Latino
The remainder (15.4%) is composed of Central Americans, South Americans, or people of other Hispanic or Latino origins
The National Council of La Raza (NCLR)
65% Mexican Americans
9% Puerto Ricans
3.5% Cubans
3.2% Salvadorans
2.7% Dominicans
30©2015 Skyword
George LevyDirector of Brand Partnerships US Hispanic and Latin AmericaSkyword
Hugo BaltaSenior Director of Multicultural Content ESPNHugoBalta.com | Twitter: @HugoBalta
Questions/Preguntas
31©2015 Skyword
Interested in Finding Out More?
George LevyDirector of Brand Partnerships US Hispanic and Latin [email protected] |Twitter: @georgelevy
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