Nativity-based view: A new audience measurement standard that drives television return on investment for US Hispanics

Jake Beniflah, Brian Hughes and Mario X. Carrasco
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Jake Beniflah: Executive Director, Center for Multicultural Science, USA

Journal of Cultural Marketing Strategy, 2018, vol. 3, issue 1, 43-59

Abstract: Significant shifts in the US demographic landscape combined with the rise of digital media over the last 20 years have transformed the face of marketing. Yet, for more than three decades, marketing to US Hispanics has undergone little change, with Spanish-language television continuing to represent the bulk of US Hispanic media spend. This study investigates whether there is a better way to drive television return on investment (ROI) with Hispanics at a time when television viewership is declining and digital and social media usage is almost ubiquitous among Hispanics. The paper advances the ‘Nativity-Based View’ (NBV), a new methodology which proposes that nativity is an effective variable in targeting and measuring the changing US Hispanic television audience, and applies this model across three business categories to measure its effectiveness in a real marketing context. The results of the first test show that US and foreign-born Hispanics are not homogeneous in what they watch on television, suggesting that Spanish-language television is not the ‘best way’ to target US Hispanics. The second test couples nativity with age, and finds that approximately 73–79 per cent of Spanish-language television does not reach Hispanic millennials, suggesting that the NBV is a valuable planning and investment tool in targeting key segments of the Hispanic population. The paper discusses the implications of the NBV, and encourages brands and advertising agencies to adopt a new tool to drive television ROI for US Hispanics.

Keywords: Hispanic marketing; multicultural marketing; audience measurement; acculturation; Nativity-Based View; nativity; generational level; media ROI; media effectiveness and efficiency (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2018
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