We will see an increased number of media channels designed to reach and engage bicultural Hispanics.
While media channels to reach biculturals are not new, we are seeing more and more options created by “mainstream” media companies.
This year’s upfront included a number of programming announcements that are clearly designed to reach diverse audiences. NBC’s “Hot and Bothered” and Fox’s “Bordertown” are just two examples. These shows go beyond casting Latino talent, the entire storyline is a Latino story.
As Latinos represent 22 percent of the overall millennial population in the U.S., this target segment is getting increased attention, and marketers are looking for ways to engage with them.
An example of a company going directly after them is CafeMedia, who just announced “Vivala”, a site uniquely designed for Millennial Hispanic women.
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