Advertisers to Latinos: "We Love it When You Speak Spanglish"

Wow. Or should I say wepa? The first month of the year is not over, and already we have seen three big indicators that media companies and advertisers are chasing the Latino market, and language is the story. Last week, Fox announced that they will be launching a Spanish-language TV network. This morning, NBC Latino, an English-language operation, announced their launch on Facebook and Twitter. Also this morning is news from Ooyala that it is powering the introduction of cable network NuvoTV — whose audiences prefer English and a little bit of Spanglish — into a range of social and mobile environments.

I say that language is the story in each of these announcements because of an interesting experience I had a few days ago. I was in Pasadena to take part in a panel discussion at Southern California Public Radio and someone in the audience asked why so many media companies were confused about their Spanish language strategy. I replied that media companies are not at all confused but instead are beginning to gain a finer grasp of the Latino population and their preferences for language, content, and engagement. The three announcements throw the situation into sharp relief. READ MORE

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