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The Miami Misconception

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by

AJ Punjabi

on 7 June 2015

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Transcript of The Miami Misconception

The Miami
MISCONCEPTION
The new reality of the Hispanic Market in the Miami Metro
Of the 3.6 million 18+ adults in Miami, roughly 1.7 million are of Spanish/Hispanic origin
and of the Spanish/Hispanic segment,
497,000 speak Spanish only
.
On the other hand, a little over
1.2 million
are bi-lingual.
Only 14% of the Miami population speaks just Spanish and have not been fully Acculturated
If you are buying Spanish-only Radio, you are excluding 2/3 Hispanics and
THE REST OF THE MIAMI MARKET

d
Spanish Only Radio
EXCLUDES
Of The Hispanic Population Of Miami Metro
In the 1900’s European immigrants would force their children to forget about the customs of the “old world” and “just be” Americans – this was a process of assimilation
In order to understand this market better, one must also understand the concept of
"Acculturation"
To acculturate means to incorporate or acquire a new culture without foregoing another one
Hispanics do not “assimilate”, they “acculturate”. They do not let go of all customs and/or language but merge them with their new surroundings
that means
72%
Miami’s Hispanic Population is
Bilingual
and more importantly
Acculturated

The Disparity In Household Income Amongst These Subsets Is Also Staggering
Bi-lingual
Spanish Only
$76,514
$41,481
Bi-lingual households in Miami Metro earn over
$35k more
annually than Spanish only speaking households
Therefore a majority of the Spanish/Hispanic population of Miami,
DOES NOT RELY
on Spanish-Only Media for their Music, Entertainment, News, etc!
They Have
ACCULTURATED
To MIAMI!
Despite this information, many are under the belief that they must purchase Spanish-only radio to reach the Spanish/Hispanic population of Miami and that is a
MAJOR MISCONCEPTION!
Full transcript