Spanish OTT Connected TV

Reaching Multicultural Audiences through Connected Devices OTT & Connected TV

Multicultural Audiences have been among the strongest audiences for entertainment as well as utilization of digital devices for those entertainment needs.

But is the transition to connected devices and over the top devices (OTT) for multicultural audiences happening as fast, and how will that impact multicultural marketing?

According to a recent Streaming Media: Reaching Multicultural Audiences in a Fragmented Ecosystem there are some interesting insights regarding multicultural audiences and the penetration of connected devices.

  • While average TV viewers spend 43 percent of time with live TV and 35 percent with steaming services with Hispanics, Blacks and Asians splitting 40% on live TV, 40% on streaming, and the remainder on other devices.
  • The article contends that Latinos and Asians show fewer signs of cord cutting than Non-Hispanic and Black audiences due to the importance of in-language and cultural specific packages.

Content in-language and culturally relevant is an opportunity for content providers and advertisers alike.

Of course there are increasing data/targeting options for advertisers to reach these multicultural segments, however by creating culturally relevant advertising and combining it with culturally relevant content in any language will make an impact.  Of course sporting events such as soccer and basketball will have a major streaming viewership, there are more entertainment options being creative for everyone. While Hispanic and Asian audiences especially in younger audiences are English proficient, an interesting mention in the article was that almost 9 in 10 bilingual Hispanics watch some Spanish language television.  And,

About half of Latinos and Asians, and two in three Black viewers, say it’s important to have access to content created for them.

Following are a few examples for African American and Hispanic options

Example of African American focused channel: Kweli TV

Example of how to ad Sling TV Spanish language options  (in Spanish)

While the cord cutting numbers increase across the TV ecosystem, and there continue to be more providers of content, targeting and advertising services, there is a major opportunity for marketers to make an impact with multicultural audiences through streaming devices (OTT) and connected TV.  For reaching Hispanics, Asians and African American audiences, there may be challenges to working with one provider (ex. Roku) as reach may still pose challenges while more content becomes available.  Working with digital, multicultural specific networks or platforms such as Alcance Media Group will facilitate reaching these multicultural audiences across multiple platforms instead of reaching out individually to each and is a solution to dealing with scale, minimums, and the challenges of getting in touch with the individual providers.

Additional Resources:

Alcance Media Group: Multicultural OTT

Streaming Media: Reaching Multicultural Audiences in a Fragmented Media Ecosystem:

Multicultural Sports Fans


Womens World Cup France 2019

Women's World Cup - Not Only for Women

The Women’s World Cup 2019 in France, while played by women, is watched by a diverse audience.

Soccer is a global game and has a broad appeal across gender, ethnicity, income, education and beyond.  While nothing will trump the appeal of the World Cup, the Women’s World Cup continues to increase in popularity and drives opportunities for viewers, marketers as well as expanded access to sporting opportunities for women.

One of the best sources to evaluate interest in the game comes from marketing studies as sponsorship and advertising are also a key part of the game.  According to a recent MediaPost article there are some key findings that demonstrate the level of interest and viewership among groups.

FIFA’s viewership goal:  Exceed 1 billion viewers

U.S. Interest:

  • 3 of 10 U.S. adults have some interest in watching, and men are significantly more likely than women to watch.
  • Millenials (36%) and Hispanics (41%) are somwhat or very interested in watching.
  • Asians (33%), African Americans (22%) and non-Hispanic Whites (25%) were also mentioned.

Whether watching on TV (majority) or streaming online through connected devices (OTT/CTV) the tournament is already drawing the attention of viewers in the U.S.  Of course with all sports, popularity of the tournament will also follow the results that come.  If the U.S. and France are in the Final, then of course media attention and viewership in those countries will be high.  However should they falter, you can bet that interest will decline.  The same goes for any team, especially the favorites.

Odds to Win the 2019 Women’s World Cup

Women’s World Cup 2019 plus betting odds to win

 

As for the chances of each team winning the World Cup, look no further than Las Vegas for the real experts (Sports Gambling) to see your team’s potential.

Women’s Opportunities and Challenges in Sports.

Regardless of the outcome, one key benefit to the increasing interest in the Women’s World Cup are the benefits in offering opportunities for women on a global level.  Adding to media attention in the run up to the tournament have been increased discussions on pay, access, and harassment.   While the battles of the U.S. team have been well documented, in other countries there are changes on the way.  For example in Colombia, Argentina and other parts of Latin America there is an increased focus on the opportunities and challenges for women and progress is being made.

The ski industry faces numerous challenges,  however there is a clear replacement to participation numbers in U.S. Hispanic, African American, and Asian American populations.  Does the industry recognize this?  While it does seem that there is an overall understanding among industry executives, actions are far less evident and that is what will need to change.

Additional Resources:

Alcance Media Group: Multicultural Marketing

Media Post 2019 FIFA Women’s World Cup: How Marketers Can Get In the Game:

As Women’s World Cup approaches, Latin American women soccer players seek change

Copa America: When Where and How


Soccer and US Hispanics

Soccer and US Hispanics

Inside of the several multicultural audiences in US, nobody knows more about soccer than US Hispanics. And it’s June, the month when one of the most popular events happen: Copa América 2019.

Check the following image out:

Soccer reaches 61% of persons in Hispanic homes (Nielsen). Impressive!

Another interesting fact is that most of the people are young. If we breakdown the soccer’s audience, almost 42% of Hispanic viewers are under the age of 35, compared to 31% of non-Hispanic viewers. Of these young viewers, over a quarter of them are within the key buying demographic (18-34).

Only 31.2% of soccer’s viewership among Hispanics came from persons 35-49.

Even most of the Hispanic families in US speak English and Spanish, particularly and according to Nielsen, 82% of the audience speaks Spanish as their dominant language, from the soccer followers perspective. It’s a lot.

Interesting facts for sure. Specially, because as you can see, every audience has its own particularities and ways to reach them and, these facts demonstrate the point.

Check other related post: Where, when and how: Copa América 2019

Image source: https://www.aspeninstitute.org/


African American Skiers - National Brotherhood of Skiers

As we look at multicultural participation in winter sports and how the ski industry can benefit from increased participation from multicultural skiers, for this article we focus on African American / Black Skiers.  This audience represents 14.5% of the U.S. population, yet do not come close to representing that percentage on the ski slopes.

The ski industry needs multicultural segment participation: Specifically three key audiences: U.S. Hispanics, African Americans and Asian Americans.

With the first gathering in 1973 bringing together over 350 African American skiers in Aspen Colorado the National Brotherhood of Skiers has helped bring the African American community to the slopes.  With the mission to “identify, develop and support athletes of color who will WIN international and Olympic winter sports competition representing the Unites States and to increase participation in winter sports.” the organization now connects over 60 ski clubs, from Florida to California.  If you want to see the impact in action, then visit Steamboat between March 2-9 , 2019 during the Black Ski Summit.

From the Winter Olympics (traditionally dominated by wealthy nordic nations) to the U.S. Ski industry which has traditionally been a sport dominated by wealthy boomers, the faces of Winter Sports are changing.  From Kenya’s first ever Winter Olympian, to a much more diverse Team USA (Erin Jackson/African American speed skater & Chloe Kim/Asian American)  winter sports are slowly adjusting to the changing demographics of the country.

For a little history check out the article: 11 Black Olympians who have made history

Groups such as National Brotherhood of Skiers, Gateway Mountain Center and others make a major impact and should be supported by the industry.  A great example of the impact of these organizations is the story of a Tahoe Guide and Squaw Valley Ski Patroller John Littleton.

John Littleton – Tahoe Guide and Squaw Valley Ski Patrol

Multicultural participation is key to the success of the ski industry.

Organizations such as NBS and their National Youth Program open doors to this fantastic sport.  There are many groups throughout the country that do great work to encourage participation and offer opportunities for more diversity.  Not only ethnicity, but also offering opportunities for younger generations that did not grow up with the sports and that may not have the same affluent financial background of many ski families.

From a 2017 Powder magazine article here is a snapshot of the situation:  For 40 years, skiing has failed to market itself beyond a single narrow (and diminishing) demographic. In 1974, resorts had 53 million skier visits; 2016 had 53.9 million. (In the same period, the total U.S. population swelled by another 100 million people. The percentage of Americans skiing has decreased from 25 to 17.) Similarly, the socioeconomic and racial makeup of the sport remains steady. In 1976, 70 percent of skiers made more money than the average American; today’s figure is 72 percent. And the snow sports world has always skewed whiter than the greater U.S. In 2014, seven percent of skiers were African-American and 13 percent were Hispanic, compared to 12 and 17 percent nationwide.

Now to hear from the National Brotherhood National Youth program with a good message: Let’s face it – this sport is hard to get in to, and far too easy to let go… It takes a village. We all play a part.  While financial support is critical, sometimes a friendly, familiar face, kind words of encouragement, a network of support for families traveling to an unfamiliar place is enough to keep the dream alive – to make the load more bearable in that moment.  We can ALL lend something to that experience, to enrich the life of a young person.

The ski industry faces numerous challenges,  however there is a clear replacement to participation numbers by expanding diversity and of course increasing youth participation.  The challenge of course is that it is rarely as simple as setting up a marketing campaign towards a particular group, however working with advocacy groups and working to increase inclusion will bring benefits.

Additional Resources:

Alcance Media Group: Multicultural Marketing

National Brotherhood of Skiers

Gateway Mountain Center


Will multicultural skiers save the ski industry?

The ski industry needs multicultural segment participation: Specifically three key audiences: U.S. Hispanics, African Americans and Asian Americans.

U.S. Demographics are rapidly changing and this has a major effect in many areas.  The ski industry is one of those industries that faces challenges on many fronts.  From an aging boomer generation which has been a core participant, to climate change which requires resorts to adapt.

Since the late 1970’s through today, skier numbers in the U.S. has remained relatively flat.  With the aging baby boomer population which is a key part of that number, the challenge of how to replace those skiers is at the forefront.  As populations change, especially in California and Colorado cities that feed many winter destinations, there are some efforts to reach out to different segments of the population.  But is it enough?  and will these populations be receptive?

Ethnic markets near ski areas
Diverse audiences in San Francisco, Denver, Los Angeles, New York, and others are key to the success for winter destinations.

Does the Ski Industry need multicultural skiers?  And more importantly, do they realize it?

From an article in Aspen Sojourner. https://www.aspensojo.com/articles/2018/2/15/let-the-winter-games-begin related to the ski industry: Karl Kapuscinski, owner of Mountain High ski area, within a three-hour drive of Los Angeles, concurs. The Southern California demographic he sees now can deliver growth for destination ski resorts for years to come. He describes a new ethnic mix at Mountain High: about 60 percent from minority groups, especially Latino and Asian. These customers further reflect Southern California’s population in that they’re educated, have disposable income, and favor active, outdoor lifestyles. Kapuscinski also oversees Stevens Pass near Seattle, where he sees similar demographics.

 

While from experience, in the Tahoe area the importance of Hispanic / Asian populations is evident.  From the supermarket to the ski slopes, the influence of nearby multicultural audiences cannot be understated. Yet, what is way less evident is a consistent marketing effort to embrace the changing demographic.

Visit Denver offers multilingual options for multicultural audiences.

While Visit Denver has multiple language options as well as efforts to reach out to the Hispanic community, the ski industry seems to be well behind. A quick look at the two major ski companies offering the two largest season pass groupings of ski resorts.  The Epic pass page is only in English and the IKON pass is in English & French.  Even with resorts in Latin America, Japan and other countries having only French as the other language is just confusing.

French, really? Great language, but not sure the French population growth is at the same level as Hispanic and Asian Americans.

The ski industry faces numerous challenges,  however there is a clear replacement to participation numbers in U.S. Hispanic, African American, and Asian American populations.  Does the industry recognize this?  While it does seem that there is an overall understanding among industry executives, actions are far less evident and that is what will need to change.

Additional Resources:

Alcance Media Group: Multicultural Marketing

U.S. Census Bureau:

Aspen Sojourner Article:

Top Travel Destinations for Latin Americans in the U.S.