New Generation Latinos -- It's All About The Numbers In 2011
by David Chitel NGLC January 2011 - When the New Generation Latino Consortium (NGLC) was founded, there was still a lot of confusion about what to even call New Generation Latinos (NGL's). Descriptive terms such as urban, English-dominant, bilingual, bi-cultural, acculturated, U.S.-born, Latino youth and even "Hurban" (Hispanic urban), were among the favorites. In truth all of these terms are applicable, but the NGLC decided on New Generation Latino for the basic reason that it was clear that U.S.-born Latinos merited their own media, marketing and entertainment initiatives beyond simply being defined by language alone.
The hurdle then and even today, however, is the difficulty in assigning a budget or producing a piece of creative, TV show or film that speaks directly to such a complex moving target. At the recent MPG Collaborative, I even went so far as to quantify the different hypothetical combinations that could make up an NGL's profile. If one were to multiply 21 different Hispanic nationalities by 4 U.S. Hispanic generations, 2 language stratifications (English and bilingual), 5 core U.S. Hispanic regions (New York, Chicago, Miami, Texas and California), 3 migration motives (economic, political, familial) and 3 core demos under 40 (14-17, 18-24, 25-34), it comes out to 7,560 possible combinations that could define the "NGL experience." Not exactly a one-size-fits-all demographic and psychographic profile.
Borrell Associates is forecasting a moderate increase in overall ad spending for 2011, but continued strong growth for online advertising, including mobile. Overall, advertisers will increase their spending next year by less than 5% above this year's projected level, bringing U.S. ad spending totals to $238.6 billion.