​The latest Census showed that two out of three Hispanics in the U.S. were between the ages of 18 and 34, and the two biggest names in Spanish-language media are fighting a pitched battle for the digital loyalty of those millennials.

Underscoring the importance of the battle: Pew recently found that Hispanic millennials are 66 percent more likely to use a mobile device. than non-Hispanic friends.

AdWeek took a closer look Tuesday at the intense rivalry for latino Millennials and found that the digital ground war between the two sides is taking shape in offices from South Florida to New York City.

And the fight is for viewers are are culturally connected to earlier generations of Spanish-speakers, but who primarily speak English as their first language.

AdWeek’s Michelle Castillo breaks down the main difference in strategy between the two sides:

“Where Univision is looking to grow new digital businesses like Fusion and online destination Flama, Telemundo chooses to mine its existing strong suit—telenovelas—for digital iterations.”

Apparently some observiers have owrried that Univision’s push into the digital space will alienate older loyal viewers, but the network is taking care to create news segments about social media, for example, that cater to an older audience.

Across the battle field, Telemundo has also been heavily leveraging its corporate relationships with fellow NBCU properties, which some analysts have said gives it the slight upper hand at this point in the fight.

Read More AdWeek

Brief Take: With nearly 132.8 million Hispanics expected in America by 2050, media companies are feeling the heat to recruit loyal viewers now so they can capitalize on large pools to market content and products to down the road.

Tags:


  Save as PDF