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How ESPN Ties Sports, Culture, and Content Marketing Together to Reach the US Hispanic Market

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How ESPN Ties Sports, Culture, and Content Marketing Together to Reach the US Hispanic Market


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George Levy Director of Brand Partnerships US Hispanic and Latin America Skyword glevy@skyword.com |Twitter: @georgelevy Welcome to participants from around the globe! Who We Are: Integrated content marketing solution Experts in scalable, sustainable brand storytelling How We Do It: Enterprise content marketing platform Network of thousands of content creators & influencers World-class services team


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Hugo Balta Senior Director of Multicultural Content ESPN HugoBalta.com | Twitter: @HugoBalta Leads initiatives raising the quality, profile, and delivery of diverse news gathering and storytelling, targeting both English- and Spanish-speaking US Hispanics Former President of National Association of Hispanic Journalists (NAHJ) Expert speaker on understanding multicultural US Market with a focus on Latinos


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Questions/Preguntas Type your question here


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US Hispanic Market ESPN Case Study Questions/Preguntas Agenda


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2015 US Hispanic Market by the Numbers ~54 Million Latinos in the United States (one in six Americans are Latino)1 [1] U.S. Census Bureau population estimates 2013


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2015 US Hispanic Market by the Numbers Two-thirds of Latinos live in just five states2 [2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”


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[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.” 2015 US Hispanic Market by the Numbers Two-thirds of Latinos live in just five states2 14.4 Million


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[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.” 2015 US Hispanic Market by the Numbers Two-thirds of Latinos live in just five states2 14.4 Million 9.8 Million


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2015 US Hispanic Market by the Numbers Two-thirds of Latinos live in just five states2 14.4 Million 9.8 Million 4.4 Million [2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”


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2015 US Hispanic Market by the Numbers Two-thirds of Latinos live in just five states2 14.4 Million 9.8 Million 4.4 Million 3.5 Million [2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.”


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[2] Taylor et al., “An Awakened Giant: The Hispanic Electorate Is Likely to Double by 2030.” 2015 US Hispanic Market by the Numbers Two-thirds of Latinos live in just five states2 14.4 Million 9.8 Million 4.4 Million 3.5 Million 2.1 Million


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[3] Nielsen Research 2015 2015 US Hispanic Market by the Numbers $1.5 trillion USD in US Hispanic buying power is estimated in 20153


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?Habla espanol? 60% of Spanish-speaking U.S. Hispanic consumers agree there’s a lack of Spanish digital content1 56% of Hispanics cite a lack of Spanish content as the primary reason for not using the Internet2 Hispanics are Thirsty for Online Marketing, Captura Group 1 Nielsen, 2015 2 Google, 2015


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Hugo Balta Senior Director of Multicultural Content ESPN HugoBalta.com | Twitter: @HugoBalta Leads initiatives raising the quality, profile and delivery of diverse news gathering and storytelling, targeting both English and Spanish-speaking US Hispanics Former President of National Association of Hispanic Journalists (NAHJ) Expert speaker on understanding multicultural US Market with a focus on Latinos


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Se Habla English… Pew Research Center’s 2013 National Survey of Latinos 6 in 10 U.S. adult Hispanics (62%) speak English or are bilingual


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Se Habla English… 6 in 10 U.S. adult Hispanics (62%) speak English or are bilingual


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36% are bilingual Se Habla English…


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36% are bilingual 38% mainly use Spanish Se Habla English…


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36% are bilingual 38% mainly use Spanish 25% mainly use English Se Habla English…


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36% are bilingual 38% mainly use Spanish 25% mainly use English 59% are bilingual among those who speak English Se Habla English…


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For Latinos, It’s All in the Familism The commitment they have for one another is born from the overwhelming feeling of “we’re all in this together.” Familism is a core characteristic of all Latinos and regardless of acculturation support of family remains. La familia is something all Latinos can agree on despite tracing their roots to or self-identifying from different countries.


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I am NOT Latino The National Council of La Raza (NCLR) 65% Mexican Americans


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I am NOT Latino The National Council of La Raza (NCLR) 65% Mexican Americans 9% Puerto Ricans


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I am NOT Latino The National Council of La Raza (NCLR) 65% Mexican Americans 9% Puerto Ricans 3.5% Cubans


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I am NOT Latino The National Council of La Raza (NCLR) 65% Mexican Americans 9% Puerto Ricans 3.5% Cubans 3.2% Salvadorans


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I am NOT Latino The National Council of La Raza (NCLR) 65% Mexican Americans 9% Puerto Ricans 3.5% Cubans 3.2% Salvadorans 2.7% Dominicans


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I am NOT Latino The remainder (15.4%) is composed of Central Americans, South Americans, or people of other Hispanic or Latino origins The National Council of La Raza (NCLR) 65% Mexican Americans 9% Puerto Ricans 3.5% Cubans 3.2% Salvadorans 2.7% Dominicans


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George Levy Director of Brand Partnerships US Hispanic and Latin America Skyword Hugo Balta Senior Director of Multicultural Content ESPN HugoBalta.com | Twitter: @HugoBalta Questions/Preguntas


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Interested in Finding Out More? George Levy Director of Brand Partnerships US Hispanic and Latin America Skyword glevy@skyword.com |Twitter: @georgelevy Thank you! Registrants will receive: Global e-Book Webinar recording


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