Where have all the millennials gone? Nielsen shows many are choosing Univision Network over CBS, FOX and NBC. Univision is the #2 Network overall for adults 18-34 during the April 23-May 20 sweeps period. Couple this with the fact that so much of our millennial audience doesn’t watch other networks (78% vs. 20% for the nearest English language broadcast competitor), and marketers have a prime opportunity to reach new, young consumers at scale.
We often get asked about our secrets to success with Hispanics, so I thought I’d let you in on some.
- We speak their language. According to Nielsen, 82% of Hispanic millennials today speak Spanish. There are not a lot of media outlets that sound like home. For a large swath of Americans, Univision does.
- We speak their culture. It needs to go way beyond sound, doesn’t it? That’s where culture comes in. We are intimately aware of what makes this consumer tick – whether it’s her morning call to abuela or cheering for the national soccer team during work hours. Our every day is a conversation with this consumer and this intimacy is reflected in our content.
- We program the content Hispanics love and can’t get anywhere else. Who else covers said soccer team? Which other network airs the novela that millions of Hispanics co-view together every Monday-Friday or the news that reports on stories with a Hispanic-first point of view? We dedicate time to the content Hispanics love and, in turn, they dedicate time to us – live. In fact, during May sweeps, 92% of our primetime programming was watched live.
As we said in the New York Times and Wall Street Journal this week: “If you think millennials are hard to find, maybe you’re not looking in the right place.”
Sources: Source: Nielsen, NPM via NNTV, 4/23/15-5/20/15, Strict Daypart Mon-Sat 8-11p, Sun 7-11p, A18-34 (000), Live+SD; Unduplicated based on Nielsen, NPM (05/04/2015-05/10/2015) Mon-Sat 8pm-11p/Sun 7pm-11pm, Live+7. Based on a qualified audience of 6+ minutes and on the percent of each network’s primetime audience that did not watch any of the other listed networks; English-Language networks based on the top 10 in primetime among Adults 18-34 for the week; Live viewing percentage based on 4/23/2015-5/17/2015.