Posts Tagged ‘Mercury en español’

A New “Perspectiva”

June 20, 2011

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By: Marcelino Miyares, Jr., VP Mercury en español

(As printed in the May 2011 issue of Electronic Retailer Magazine)

I have been involved in marketing to Hispanics in some capacity for more than 30 years. That’s three census cycles, if you’re scoring at home. Most of my tenure has been spent in direct marketing, and every now and then I see a watershed moment that I expect will push marketing to Hispanics over the top. The release of the most recent 2010 Census results is one of those moments.  And still, as recently as last week I have spoken to marketers and agencies who still manage to hold on to outdated and unprofitable perceptions about the Hispanic market.

The 2010 Census results, released in mid-April, are mythbusters for Hispanic marketers. The market now tops 50 million and will account for 95 percent of the teen population growth over the next five years. Hispanics now outnumber blacks for the first time in most United States metropolitan cities.  Last year, Hispanics became the largest minority group in 191 metropolitan areas, as a result of the Latino population spreading to new areas of the country.  The Census Bureau also projects that by 2020 the Latino population will increase to over 65MM.

Despite all this, there are a mere $3 billion marketing dollars spent annually against $850 billion in Hispanic spending power. That’s less than one-third of one percent. The new census figures add a lot of fuel to the argument that this market is underspent and underestimated. Unfortunately for the disbelievers and marketing xenophobes who chose not to read this article, this is commercial reality, not myth. So I thought I’d take the opportunity to use the census results (or should I say facts) and some other recent research to counterpoint the stubborn myths that live on in our industry.


Electronic Retailer: The U.S. Hispanic Marketplace Breaks Records in Growth, Buying Power and Success in DRTV

September 30, 2010

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Mercury Media director of Mercury en Espanol, Marcelino Miyares, was quoted in Electronic Retailer Magazine’s September feature story “The U.S. Hispanic Marketplace Breaks Records in Growth, Buying Power and Success in DRTV.”  See complete article below or on Electronic Retailer Magazine’s website.


Hispanic Marketing 101: Smart Marketing Is About Consumer Segmentation

July 12, 2010

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By Marcelino Miyares, Director, Mercury en espanol

When I have conversations with prospective clients who haven’t yet taken the step into Hispanic-language DRTV, I know that they are expecting me to give a mixed presentation about DRTV and Hispanic Marketing 101–but that’s not what they get. There are few actionable differences in marketing to Hispanics versus general consumers and if that is disappointing, I apologize. It is the marketer, not the marketing, that makes the difference. Nowhere is this fact more discernable than DRTV, with its singular focus on ROI and business performance.

Mercury Media CEO Shares DRTV’s Biggest Secrets on Web 2.0 TV

May 19, 2010

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Web 2 .0 TV caught up with Mercury Media’s CEO Ronald C. Pruett,  Jr. at the recent LeadsCon Expo in Las Vegas, NV to discuss the ins-and-outs of DRTV advertising, tips for driving online leads using DRTV, the importance of effective call center management and the difference between short and long form DRTV spots.  Pruett also shares DRTV’s best kept secret:  in-language advertising campaigns targeted toward Hispanic consumers.

Mercury Media Releases “The Power of the Hispanic Consumer”

April 27, 2010

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We’ve released the second installment of our TV Perspectives series of whitepapers today, “The Power of the Hispanic Consumer,” measuring the impact Hispanic consumers are having on direct response advertisers’ ROI.

According to the 2009 Mercury Media Hispanic Index™, an aggregation of results from our agency’s long-form DRTV campaigns that ran simultaneously in Spanish and English, brands that allocated, on average, 24% of their media spend to a separate and unique Hispanic campaign saw their overall sales revenue increase by an average of 47% and their revenue net of media spend grow by 71%.
(more…) DRTV’s Best Friend

April 19, 2010

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By Marcelino Miyares, Director, Mercury en español, Santa Monica

Two bits of good news regarding online “Direct Response” and Hispanics. First, Engage: Hispanics is keeping up the dialog on this issue. I believe it to be the most important growth opportunity in the Hispanic market, and not because of the revenues it may generate for advertisers and their agencies. This growth will continue to be organic for a few more years, because of the impact it is having on Direct Response TV (DRTV) campaigns, or what my friend and colleague, Jose Villa at Sensis, recently referred to as “the performance industry.”

Hispanic Market Weekly: Direct Response Television Growing Strong

March 3, 2010

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Above: (ProduTV) Mercury en español director Marcelino Miyares discusses the effectiveness of DRTV advertising to the Hispanic market, detailing the extraordinary success of beauty client InStyler (interview in Spanish)

Advertisers’ need for increased return on investment (ROI) for every dollar spent and the quest for solid metrics necessary to warrant larger – or even equivalent – advertising budgets, are shining the spotlight on direct response television (DRTV).

This media vehicle, long popular among advertisers using “800 numbers” to sell products ranging from English-language courses to beauty creams and cleaning products, is now gaining traction from brands seeking to introduce new products to Latinos and drive retail sales, explains Marcelino Miyares Jr., director of Mercury en Español, the Hispanic division of Mercury Media.

Advertisers already using DRTV to connect with non-Latino consumers or selling products in English began to see increased activity from Hispanics tuned to cable channels including mun2 and SíTV, notes Miyares.

“These channels were achieving results that surpassed advertisers’ general market numbers,” says Miyares. “It was a clear sign that the market was there and that it wasn’t being addressed. Many are taking the market seriously and are now seeing rewards.”

Read the complete article on

Marcelino Miyares is director of Mercury en español, the first full service Hispanic direct response specialty practice in the U.S., where he has expanded the agency’s current in-language direct response television offerings to include a full suite of Hispanic, in- language general market, integrated direct response services.  Miyares has developed marketed communications programs for varied clients such as Body-by-Jake, Citibank, MCI, Signature Group, Montgomery Ward, PepsiCo, Ameritech, PharMor, American Stores, Beneficial Finance, Chrysler, Chevrolet, McDonald’s, Toys R Us, Philip Morris.

Contact him at

The Call is Queen

December 17, 2009

By: Marcelino Miyares, Director, Mercury en español, Santa Monica

It is easy to rest on the laurels of strong media performance – particularly when you are Mercury en español – but anyone aiming to replicate what we do would only know the half of it.  (more…)