Advertising Age is predicting the demise of “ethnic” markets as the “general market” becomes more diverse. We see this change every day in Miami.
Remember, McDonald’s and State Farm can change their media targeting a lot faster than Univision and Telemundo can become “general market” networks. So, ethnic targeting will be around as long as there are “ethnic” media. The problem is, when McDonald’s and State Farm and Coke and Nike and Toyota and on and on all change their targeting away from Univision and Telemundo, there will be no more “ethnic” media. What comes first, the market or the budget?