$FTXLUH;
FXVWRPHUV;
(QKDQFH;EUDQG;
/RZHU;SURGXFWLRQ;
FRVWV;
“In the Hispanic market, there are 11
million households. In the general market
there are more than 100 million,” says
Moore. “Relatively speaking, Spanish is a
lot less expensive, but it’s a much smaller
universe. On a cost-per-thousand basis,
short-form Spanish is very similar to Eng-
lish language and long-form is an absolute
bargain. Most of the Spanish cable players
are not rated, and as a result they don’t
have the ability to push their rates up and
it allows us to go in and negotiate hard.”
Alex Agurcia, president of Miami-
based Omni Direct, a full-service U.S.
Hispanic DR marketing agency, has
launched Wrinkle Freeze, the first of
many products en route to the U.S. from
HiLife Health and Beauty, a leading
Australian DRTV and retail cosmetics
marketer. Engagem3nt will manage the
company’s entrance into the United
States and will buy U.S. Hispanic media
in support of the launch.
,QFUHDVH; 52,;
5HSHDW;
;;;;
;;;:KHWKHU;LW¶V;;;PP;ILOP;RU;
+';YLGHR;;$FPH;6SRWV;RIIHUV;
DQ;XQPDWFKHG;FRPELQDWLRQ;RI;
KLJK;SURGXFWLRQ;TXDOLW\;DQG;
ORZ;FRVW;;3OXV;WKH;H[SHUWLVH;
WKDW;FRPHV;IURP;SURGXFLQJ;
RYHU;;;;;HIIHFWLYH;'579;
FRPPHUFLDOV;IRU;$PHULFD¶V;WRS;
GLUHFW;DGYHUWLVHUV;;
;;;;;/RZ;FRVW;WHVW;SDFNDJHV;DUH;
DYDLODEOH;;&DOO;QRZ;IRU;D;IUHH;TXRWH;;
TELEBrands’ BarkOFF, both pet product and interesting gizmo, hits two sweet spots in
the current media marketplace, according to a number of experts.
ZZZ;DFPHVSRWV;FRP
;;;;;;;;;;;;;
noticed both short- and long-form prices
remain steady throughout the first half of
2010.
“As with short form, we also saw long-
form rates remain steady in 2010 and in
some instances drop from 2Q to 3Q,” says
Agurcia. “As the Hispanic population
continues to grow at a faster rate than
all other segments, there continues to
be a rapid increase in Spanish language
networks opening up more availability
for long form and other DRTV program-
ming, including five- and 15-minute paid
programming.”
Similar to the general market, health
and beauty has remained strong despite
the economic slump. Moore recently
nancial services, particularly debt consoli-
dation, debt repair and insurance services,
was a strong category this year — most
likely a sign of the times.”
Both Moore and Agurcia believe
that running a DRTV campaign in both
English and Spanish helps increase brand
awareness and return better results
“We’ve found that running both actu-
ally increases total sales generated versus
only running English or only Spanish,”
says Agurcia. “That is, running with
Spanish-language creative and media
not only offers increased sales through
those channels, but it will also improve
your English DR channel and retail sales
overall.”
