Page 9 - CMC Hispanic Market Guide 2018

SVOD viewership is rising dramatically.

Streaming video on-demand (SVOD) has disrupted the way we view TV—in fact. it now rivals the live TV viewing
share of yesterday, according to the respondents of this study. DigitalTV/movies (with SVOD being a part of this
category) are the #1 thing most 18-1.95 say “I can't live without," except Hispanics 18-34 where it was in a virtual
tie with their passion for social media. SVOD content is perceived as unique and appealing with binging a major
factor—why wait to see your show week to week when you can grab an entire series and watch it beginning to
end whenever you want? Savvy networks that offer their programming on demand have seen this pay dividends!
Authentic, diverse TV that does it right resonates with almost everyone.

The shows on mainstream TV, which reflect diversity in cast and themes, resonate, particularly among African-
Americans of allages. For non-Hispanic whites, "Glee Generation" millennials are more likely to personally relate
to diverse shows that "do it right." In fact. the majority of NHW teens and Generation Xers like diverse shows
simply because they are good. Examples include Empire, How to Get/iway will: Murder 7/71’: /5 2/5, B/ark-is/7, Au/re
Cage, Jane the I/irginand orange /5 the New Black.

‘_‘The5e 3'9 “Feels more “Authentic 8
1"“ Tea”-V “ like real life" represents me"
good shows" 'Pe'5°“3”V
relate"

So, what does this mean for you and your business?

Culture is the biggest opportunity for growing your bottom line! Viewing multicultural marketing efforts through
the lens of language alone is a misstep many marketers mak&you might effectively engage multicultural
consumers, but you will not maximize engagement of intent to purchase without applying the power of culture.
The truth is, you might do a "so-so" effort that you think is "OK," but how can you hit your marketing campaigns
out of the park?

As the CMC, we recommend the following:

- Ensure you have the right culture marketing specialists at the table who understand the nuances of culture
to help you navigate opportunities and triggers—both in culture content marketing and mainstream
marketing.

- Develop your culture marketing campaigns as integral parts of your overall strategy from the very
beginning—don't create your "mainstream" campaign with multicultural outreach as an afterthought.

- Arm yourself with the right research, data and cultural insights to know what to say, when, where, in what
language and across which media—this translates into becoming culturally fluent. Your team of culture
marketing specialists can help with this.

- Allocate the proper budget toward your segmented cultural efforts—investing in multicultural marketing
efforts has shown to pay dividends and grew RQI.

- Become a CMC member, where you can access our collection of market research and unlock firstand
exclusive access to detailed information and data points, such as this Digital Lives 2018study, in addition to
our other member benefits.

1018 (M(HiSPANi( MARKETGUIDE 9