Tomás Thinking Aloud :: For the sake of arguement let us say - 33% of Hispanics speak only English, 33% are bilingual & 33% speak only Spanish - so if Obama spends his $20 million tagged for Hispanic outreach on Spanish language media… read on

…he would only potentially reach 66% of Hispanics. Advertising on a national Spanish news TV program would reach only 39% of Hispanic voters⁴ Check out the stats below granted these aren’t the latest numbers but it all boils down to relevancy and for a very large percentage of Hispanic Spanish Language marketing and media is not the best way to go.

Out of AdAge.com “Paul Mendieta, director of Hispanic marketing at Coors Brewing Co., said, “Hispanic media is not doing a great job. They depend upon the fact that Latinos like to communicate in Spanish. But more and more of the growth is coming from the U.S.-born Latino who is bilingual and chooses according to content [quality], not langauge.” This is where HispanicTips and other blogs comes in.

Some Interesting Hispanic Data:

• 44.3 million Hispanics in the US ¹
• 33.5 million (75%) of us speak only English or are bilingual ⁴⁺
• Of 28.2 million Hispanic adults (18+) ²
  • 15.8 million (56%) use the internet. ⁵⁺⁺
  • 4.6 million (29%) get news from the internet ⁴⁺⁺
  • 3.5 million (75% of 4.6m) get all of their news on the internet in English ⁴⁺⁺
  • 64% of native-born Latinos get all their news in English. ⁴
  • 78% of English-dominant Latinos use the internet, compared with 32% of Spanish-dominant Latinos. ⁵
  • 51% think English media does a poor job of providing relevant news - this jumps to 65% for English-only Hispanics ⁴
  • Of those expressing an interest in news
    • 53% were English-only ⁴
    • 40% were Bilingual ⁴
    • 23% were Spanish-only ⁴
• Where do Hispanic voters get their news
  • 53% get all their news in English ⁴
  • 40% get their news from English and Spanish media ⁴
  • 6% get their all their news in Spanish ⁴
• Advertising on a national Spanish news TV program would reach only 39% of Hispanic voters⁴
• 54% of eligible voters registered in November 2006 ³
• 5.6 million (60%) of these registered voters actually voted representing 13% of the total Hispanic population ³

1. US Census - 7/1/2006 - PDF
2. US Census - 7/1/2005 - Excel Spreadsheet
3. Hispanics and the 2006 Election - 10/2/2006 - Pew Hispanic Center
4. Changing Channels and Crisscrossing Cultures: A Survey of Latinos on the News Media - 4/19/2004 - Pew Hispanic Center
5. Latinos Online - 3/14/2007 - Pew Hispanic Center
6. + means that I calculated a number using statistics from 3,4 or 5 with Census data #1
7. ++ means that I calculated a number using statistics from 3,4 or 5 with Census data #2

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