Psst. Those missing 18-49 year-olds are watching Univision.

Now that the 2012/2013 television season is wrapping up, some interesting data on audience trends has emerged.  While the traditional networks continue to lose 18-49 year-olds, Univision and Telemundo are showing gains among this key demographic.  (Hagey, 2013)

Here are the specifics:

Losers

CBS: - 3%

Fox: -22%

NBC: -7%

ABC: -9%

Winners

Univision: +1%

Telemundo: +7%

Latinos currently make up 19% of 18-49 year-olds.  But, nearly a quarter of Americans age 6-34 are Latinos.  (Loechner, 2013)  And, 25% of all births in America today are to Latinos.  (Lukovitz, 2013)  So we can expect those numbers to keep going up.

Advertisers clearly need to tune in.  Are you?

Hagey, K.  (2013, May 6)  English Ads on Spanish TV? Wall Street Journal.  p B7

Loechner, J. (2013, April 23)  A Fourth of Americans Age 6 to 34 Are Hispanic.  mediapost.com.  Retrieved May 22, 2013, from http://www.mediapost.com/publications/article/198573/a-fourth-of-americans-age-6-to-34-are-hispanic.html#axzz2U3Pj1pvb

Lukovitz, K. (2013, April 9)  Beech-Nut, Goya Team On Hispanic Baby Food Line.  mediapost.com.  Retrieved May 22, 2013, from http://www.mediapost.com/publications/article/197668/beech-nut-goya-team-on-hispanic-baby-food-line.html#axzz2U3Pj1pvb

Can an original song sell Oreos?

Still basking in the afterglow from the success of its Super Bowl power outage tweet, Oreo seems to have gotten its mojo back.  Now they are celebrating with an original song fans can download for free.  Before you get too excited, you should know that while it’s being performed by Adam Young of Owl City it was written by a creative director at The Martin Agency -- Dave Muhlenfeld.  (Lukovitz, 2013)

It’s cute, but once was certainly enough for me. 

http://www.youtube.com/user/Oreo

So, what do you think?  Will you download the “Wonderfilled Anthem?”  More importantly will you buy some Oreos to eat while you listen to it?

Lukovitz, K. (2013, May 14)  Oreo Unveils Animated ‘Wonderfilled’ Campaign.  mediapost.com.  Retrieved May 15, 2013, from  http://www.mediapost.com/publications/article/200289/oreo-unveils-animated-wonderfilled-campaign.html#axzz2TOZwfyP5

What will the neighbors think?

Scotts LawnService has just launched a digital campaign featuring 15 second online videos interviewing real people talking about the worst lawn on their block.  The tagline is: “Get The Lawn Your Neighbors Expect.” And the implication is that people will judge you based on your lawn. (Greenberg, 2013)

While we have discussed using the fact that some men are extremely competitive about their lawns as a consumer insight for Scotts, we have not discussed approaching those who feel differently.  So what do you think?  Can these guys be shamed into cleaning up their act?

Greenberg, K. (2013, May 2)  Scotts LawnService: What Will The Neighbors Think?  mediapost.com.  Retrieved May 8, 2013, from http://www.mediapost.com/publications/article/199447/scotts-lawnservice-what-will-the-neighbors-think.html?edition=59538#axzz2SidEE0tP

Will RadioShack’s partnership with Beats bring Gen Y into the store?

In an effort to connect with younger customers, RadioShack has announced a partnership with Beats.  The campaign includes tv commercials that play homage to Robin Thicke’s latest single “Blurred Lines.”  Here’s the link to the video, which has racked up over 8 million views since March.

http://vimeo.com/63173106

And here’s the commercial:

http://www.youtube.com/watch?v=fbtewxfcptw

Customers will be given access to an exclusive remix of the Thicke song with purchase.  Behind the scenes videos will be posted on Facebook, and a social media campaign will feature the chance to win tickets to a future show. (Baar, 2013)

So, what do you think?  Will it work?  Is music a good way to connect with this audience?

Baar, A. (2013, May 1)  RadioShack Aims Younger With Thicke, Beats.  mediapost.com.  Retrived May 1, 2013, from http://www.mediapost.com/publications/article/199266/radioshack-aims-younger-with-thicke-beats.html?edition=59429#axzz2S3IMQE4d

Have you shopped at the Better Homes & Gardens online store?

Last August, the venerable (92 years old) Better Homes & Gardens magazine, added a shop section to BHG.com enabling it to sell the products it recommends in its magazine and website to consumers.  With over 500,000 products available and 5.6 million monthly visitors it is well on its way to becoming an e-commerce powerhouse.  In fact the site’s traffic is already on par with Victoria’s Secret, Cabela’s and HP Shopping. 

Janell Pittman, general manager for BHG.com says “We are making it very easy for readers to buy what they see.”  (Enright, 2013)

It sounds like it.  So what do you think?  Will they buy?  And will marketers want to participate?

Enright, A.  (2013, April 24)  Magazines create their own form of e-retailing.  internetretailer.com.  Retrieved April 24, 2013, from http://www.internetretailer.com/2013/04/24/magazines-create-their-own-form-e-retailing

Will you buy beer from the most interesting man in the world?

Dos Equis is launching new creative as part of their long running (it began in 2007) “The Most Interesting Man in the World” campaign.  The tv commercials, print ads, online and out-of-home ads position Dos Equis as the premium beer of choice for people who want to live more interesting lives. (Irwin, 2013)

The new spots aren’t posted yet, but here’s one from 2012 in case you missed it.

http://www.youtube.com/watch?v=Sbb3bCygb9s

So, what do you think?  Does the positioning speak to you?  Does it make you want to buy Dos Equis?

Irwin, T. (2013, April 15) Dos Equis ‘Most Interesting Man’ Returns.  mediapost.com.  Retrieved April 17, 2013, from http://www.mediapost.com/publications/article/197961/dos-equis-most-interesting-man-returns.html?edition=58793#axzz2QjEKj5Ca

Do you want to meet for drinks at the GQ Bar?

While the recession, and the move from traditional print to digital channels, has put some magazines out of business (most notably Newsweek) other publications have begun rethinking their strategies and redefining themselves as brands.  While many are trying to simply move their content to online, mobile and social media outlets, others are taking a more holistic approach.  Thus we now have “GQ bars” and “Vogue Café’s.”  And in London, the “Conde Nast College of Fashion and Design” starts classes this week. (Anaya, 2013)

So what do you think?  Will line extensions save these brands, and will advertisers embrace them as part of their multi-media campaigns?

Anaya, S. (2013, April 8)  Drinks at GQ?  businessoffashion.com.  Retrieved April 9, 2013, from

http://www.businessoffashion.com/2013/04/drinks-at-gq.html