1. 1©2015 Skyword
How ESPN Ties Sports, Culture,
and Content Marketing Together to
Reach the US Hispanic Market

2. 2©2015 Skyword
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

3. 3©2015 Skyword
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

4. 4©2015 Skyword
Questions/Preguntas
Type your
question here

5. 5©2015 Skyword 5©2015 Skyword
• US Hispanic Market
• ESPN Case Study
• Questions/Preguntas
Agenda

6. 6©2015 Skyword
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

7. 7©2015 Skyword
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.”

8. 8©2015 Skyword[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. 9©2015 Skyword[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

10. 10©2015 Skyword
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.”

11. 11©2015 Skyword
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.”

12. 12©2015 Skyword
[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

13. 13©2015 Skyword
[3] Nielsen Research 2015
2015 US Hispanic Market by the Numbers
$1.5 trillion USD in US Hispanic
buying power is estimated in 20153

14. 14©2015 Skyword
¿Habla español?
• 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

15. 15©2015 Skyword
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

16. 16©2015 Skyword
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

17. 17©2015 Skyword
Se Habla English…
6 in 10
U.S. adult Hispanics
(62%) speak English
or are bilingual

18. 18©2015 Skyword
36%
are bilingual
Se Habla English…

19. 19©2015 Skyword
36%
are bilingual
38%
mainly use Spanish
Se Habla English…

20. 20©2015 Skyword
36%
are bilingual
38%
mainly use Spanish
25%
mainly use English
Se Habla English…

21. 21©2015 Skyword
36%
are bilingual
38%
mainly use Spanish
25%
mainly use English
59% are bilingual
among those who
speak English
Se Habla English…

22. 22©2015 Skyword
Support
Nationality
Commitment
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.

23. 23©2015 Skyword
I am NOT Latino
The National Council of La Raza (NCLR)
65% Mexican Americans

24. 24©2015 Skyword
I am NOT Latino
The National Council of La Raza (NCLR)
65% Mexican Americans
9% Puerto Ricans

25. 25©2015 Skyword
I am NOT Latino
The National Council of La Raza (NCLR)
65% Mexican Americans
9% Puerto Ricans
3.5% Cubans

26. 26©2015 Skyword
I am NOT Latino
The National Council of La Raza (NCLR)
65% Mexican Americans
9% Puerto Ricans
3.5% Cubans
3.2% Salvadorans

27. 27©2015 Skyword
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

28. 28©2015 Skyword
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

30. 30©2015 Skyword
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

31. 31©2015 Skyword
Interested in Finding Out More?
George Levy
Director of Brand Partnerships
US Hispanic and Latin America
Skyword
glevy@skyword.com |Twitter: @georgelevy
Thank you!
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