Sponsor (Oct-Dec 1964)

with some of the leading station reps, who farm out such work through their own contacts) do handle such custom commercials for their local markets, or even for multi-market use where local situations are known by experts not to be a problem. FALLACY: "Spanish speaking consumers bring their brand preferences with them from 'the old country,' and it isn't worth the effort to try to get them to change." FACT: In the face of a continuance of Spanish cultural and family traditions, this one would seem to make sense. But it is a peculiar characteristic of recent migrants to the United States from the Latin world that many of their brand or product habits are dropped in favor of an "Americanization" which does not necessarily extend to the English language. A 1962 study by W. R. Simmons and Associates for El Diario-La Prensa, for example, shows that among Puerto Ricans in New York, the favorite headache remedy is Bufferin, with a Sterling product called Cortal getting 1 1 percent of the market. In Puerto Rico itself, Cortal has a whopping 43 percent of the market. Similarly, Heinz Baby Foods has 32 percent of the market in Puerto Rico, but among Puerto Ricans in New York, Heinz has only two percent. Beer brands are also switched. India beer, a local product, is the big name (47 percent of market) in Puerto Rico; Schacfcr has a mere 1 percent. Both are available in New York City, but the positions arc virtually reversed among Puerto Ricans in New York. What makes for changes such as these, or those found in the Southwest or in Florida? To a mild extent, it's product availability; many everyday Mexican products (or even those with California WHERE IS THE U.S. SPANISH-SPEAKING MARKET? Chart below is based on U.S. Census for 1960 (which pinpointed families with Spanish surnames), plus projections which are the consensus of agencymen, media reps and others close to the Spanishspeaking market. Total for all market areas in chart is 8,880,000 and is considered 'reasonable" estimate. Areas and cities with concentration of Spanish-speaking residents are listed in descending order of numerical importance. Puerto Rico, although often treated as an "export market" in advertising plans, is included in these U.S. figures. MARKET SPANISH-SPEAKING PRINCIPAL ETHNIC MARKET SPANISH-SPEAKING PRINCIPAL ETHNIC AREA POPULATION DERIVATIONS AREA POPULATION DERIVATIONS Puerto Rico 2,650,000* Mostly island-born. Many Arizona and 310,000** Similar to California and families descended from or New Mexico Texas. Primary ethnic strain iginal Spanish settlers, but is Mexican-Spanish. Phoenix, there has been considerable Albuquerque are largest intermarriage with Indians, population centers for Span Negroes, etc. ish-speaking. 2,100,000** Texa New York City 2,000,000* 1,100,000 Florida 375,000 Some direct descent from early Spanish colonials, but primary ethnic strain is Mexican-Spanish. There is steady migration to this area from Mexico. Similar to California. Spanish-speaking Texans are located primarily along U.S.Mexican border, in large border markets (El Paso-Juarez, etc.) Primarily Puerto Rican migrants (about 70 percent) and Cubans (about 20 percent). Most live in central city in "communities" (86 percent), a few in nearby suburbs. Nearly half of Florida's Spanish-speaking population Is Cuban descent, largely refugee. About two-thirds of total is in either Miami or Tampa. Although not a border state, Colorado has large Mexicandescent population in Pueblo and Denver. Ethnic strain is similar to that of New Mexico. About half of area's Spanish-speaking residents are of Puerto Rican descent. Area is growing as a migration center for both Puerto Ricans and Mexicans. Another "growth area" for Spanish-speaking settlement; two-thirds is of Puerto Rican descent, many move in from crowded New York City areas. Smallest U.S. Spanish-language major market, but the most "cosmopolitan" since figure includes the sizable (over 30,000) Latin diplomatic colony. 'Estimated for 1964-65 by Commonwealtfi of Puerto Rico Economic Development Administration. **lncludes citizens of Mexico in border markets (Nuevo Laredo, Juarez, Tijuana, Nogales, etc.) who have regular access to U.S. retail shops within United States. Colorado Chicago Philadelphia Washington 145,000 85,000 70,000 45,000 October 19, 1964 39