© 2015 Gravity Media, LLC
1
Why We Are Here
To efficiently expand the reach of our marketing programs to
include America’s most desirable consumers.
© 2015 Gravity Media, LLC
2
To Pique Your Interest
Retail
Automotive
Luxury
Travel
3+ Round Trips Of Foreign
Travel in Last 3 Years
Platinum
Non-Hispanic
Whites
Asian Americans
Non-Hispanic
Whites
Asian Americans
Non-Hispanic
Whites
Asian Americans
Non-Hispanic
Whites
Asian Americans
3,882,000
601,000
1,720,000
494,000
6,164,000
1,661,000
14,846,000
7.965,000
Index: 106
Index: 203
Index: 97
Index: 345
Index: 83
Index: 275
Index: 97
Index: 162
Used Travel Agent In The
Past 12 Months
Value of Residency More
Than $750,000
Non-Hispanic
Whites
Asian Americans
Non-Hispanic
Whites
Asian Americans
Non-Hispanic
Whites
Asian Americans
Non-Hispanic
Whites
Asian Americans
2,886000
942,000
14,376,000
3,074,000
2,264,000
698,000
9,507,000
1,739,000
Index: 92
Index: 372
Index: 96
Index: 253
Index: 69
Index: 262
Index: 97
Index: 219
Enrolled Into A Frequent
Flyer Program
Non-Hispanic
Whites
Asian Americans
Non-Hispanic
Whites
Asian Americans
Non-Hispanic
Whites
Asian Americans
Non-Hispanic
Whites
Asian Americans
1,133,000
201,000
11,007,000
2,544,000
24,812,000
4,785,000
32,816,000
4,753,000
Index: 68
Index: 148
Index: 89
Index: 253
Index: 82
Index: 196
Index: 111
Index: 198
© 2015 Gravity Media, LLC
Source: Experian Information Systems;, Spring 2014 NHCS Adults Study
3
Average Annual Expenditure
$60,136
Average Annual
Expenditure
$49,705
$20,834
$16,803
Housing
$10,281
$8,293
Transportation
Asians outspend the total market by 19% overall and in
many key areas including Apparel (+41%), Personal
Insurance & Services (+39%), and Housing (+23%).
Food
$8,163
$6,458
Personal Insurance
& Services
$7,771
$5,424
$3,724
$2,620
Food Away
From Home
Apparel
$2,324
$1,740
Education
$2,267
$1,051
$-
$10,000
$20,000
$30,000
Total Asians
© 2015 Gravity Media, LLC
Source: Bureau of Labor Statistics, 2012 Consumer Expenditure Survey
4
$40,000
Total Market
$50,000
$60,000
$70,000
Spending Online
39%
Books
29%
38%
Clothing/
Accessories
30%
36%
Airline Ticket
22%
18%
Computer Hardware/
Software
77% of Asian Americans have made a purchase online
compared to 61% of the general population. In fact, 12% of
Asian Americans spend more than $2,500 in one year on
internet shopping, nearly twice the rate of general
population.
11%
16%
Mobile Device App
11%
16%
Music Files
13%
16%
Consumer Electronics
9%
16%
Movie Tickets
9%
15%
Toys/Games
10%
0%
5%
10%
15%
Total Asians
© 2015 Gravity Media, LLC
Source: 2013 Nielsen Scarborough Research USA
5
20%
25%
Total Market
30%
35%
40%
45%
Smarter, Wealthier & Bigger Families
% of People Age 25+ With
Bachelors Degree Or Higher
Household Income
90%
28%
3.5
<$25,000
20%
<$25,000
24%
80%
49%
Average Household Size, 3+
100%
70%
60%
$25-35,000
11%
10%
Total U.S. Population
Asian-Americans
2.5
$35-50,000
16%
2
$50-75,000
18%
1.5
$50-75,000
20%
$75-100,000
14%
1
$75-100,000
12%
$100,000+
29%
$100,000+
18%
0.5
0
0%
Total Population
© 2015 Gravity Media, LLC
Source: 2012 Pew Research, “Rise of Asian Americans;” 2013 Nielsen Pop-Facts; 2013
U.S. Census American Community Survey
2.65
$35-50,000
13%
30%
20%
3
$25-35,000
8%
50%
40%
3.1
6
Asians
Total Population
Asians
Density of Asians by DMA
RANK
Rank 1-5 Asian Markets
Rank 6-10 Asian Markets
© 2015 Gravity Media, LLC
Source: Nielsen, Experian Information Systems
7
DMA
ASIAN POPULATION
% COMPOSITION
1
Los Angeles, CA
2,328,967
14.7
2
New York, NY
2.,096,406
13.2
3
San Francisco, CA
1,757,814
11.1
4
Washington, DC
585,887
3.7
5
Chicago, IL
570,902
3.6
6
Honolulu, HI
525,582
3.3
7
Seattle, WA
477,126
3.0
8
Sacramento, CA
463,326
2.9
9
Houston, TX
437,557
2.8
10
Philadelphia, PA
411,471
2.6
63%
47%
41%
Asians age 18+ live
in the standard top14 DMAs.
Asians that live in
these (above) top-10
Asian DMAs
Asians age 18+ living
in Los Angeles, New
York and San
Francisco DMAs.
Age Distribution, All Asians
2013 U.S. Population Distribution By Age
25%
20%
20%
17%
16%
15%
16%
14%
13%
13%
14%
13%
12%
11%
10%
10%
10%
10%
6%
5%
4%
0%
Age 0-9
Age 10-17
Age 18-24
Age 25-34
Asian-American Population
© 2015 Gravity Media, LLC
Source: 2013 Nielsen Pop-Facts
8
Age 35-44
Age 45-54
Total U.S. Population
Age 55-74
Age 75+
Sizing The Asian Market, Age 18+
Other
1,731,599
14%
Japanese
712,158
6%
229,902,290
95%
Korean
1,190,646
9%
12,639,937
5%
Vietnamese
1,299,752
10%
Asian Indian
2,424,845
19%
Filipino
2,189,950
17%
© 2015 Gravity Media, LLC
Source: 2013 U.S. Census American Community Survey
Chinese
3,090,987
25%
9
Asian Migration Trends
Top Countries of Origin For U.S. Asian Immigrants
(Cumulative Number of Immigrants By Year, Millions)
Growth Rate, 2000-13
100.0%
2.3
2.0
90.0%
1.9
2012
1.3
1.1
80.0%
0.4
China/Hong
Kong/Taiwan
India
2.2
70.0%
1.8
1.8
2010
60.0%
1.3
1.1
57.8%
Philippines
0.4
50.0%
Vietnam
1.6
1.1
40.0%
1.0
0.9
30.0%
Japan
0.4
1.0
20.0%
10.0%
Korea
1.4
2000
0.5
1.0
1990
11.9%
0.6
0.6
10.3%
0.3
0.0%
Total Population
Asian Americans
© 2015 Gravity Media, LLC
Source: Nielsen Research, 2013 “Asian American Consumer”
Non-Asian
Americans
-
0.5
10
1.0
1.5
Population (millions)
2.0
2.5
Density of Asian Sub-segments
% COMP
ASIAN/INDIAN
INDEX
Philadelphia
2.59/4.50
173
155
Chicago
3.60/6.00
167
13.22/20.10
152
New York
13.22/19.97
151
FILIPINO
% COMP
ASIAN/FILIPINO
INDEX
% COMP
ASIAN/VIETNAM
INDEX
San Diego
2.27/5.76
254
Houston
2.76/6.90
179
Honolulu
3.31/7.21
218
Dallas
2.45/4.66
158
14.68/19.37
132
Los Angeles
14.68/18.93
153
% COMP
ASIAN/FILIPINO
INDEX
JAPANESE
% COMP
ASIAN/VIETNAM
INDEX
Atlanta
1.93/3.44
179
Honolulu
3.31/22.16
669
Washington
3.69/5.82
158
Seattle
3.01/4.13
137
Los Angeles
14.68/22.44
153
Los Angeles
14.68/19.34
132
% COMP
ASIAN/CHINESE
INDEX
2.37/3.73
157
San Francisco
11.01/17.19
New York
CHINESE
Boston
Los Angeles
KOREAN
© 2015 Gravity Media, LLC
Source: Nielsen Research, 2013 “Asian American Consumer”
11
INDIAN
VIETNAMESE
Asian 1.5 & 2.0 Generation
Insights
Immigrated to the U.S. as a young child or American-born,
this Asian segment is largely acculturated.
They are a part of a segment that embraces English as their
primary language, that is less “traditional” in its relationships.
Sees technology and the Internet as a way to embrace the
communal aspects of their heritage and get an advantage in
the mainstream world.
Heavily focused on education, career, earning potential and
overall success.
62% identify themselves by country of origin (i.e., “Korean
American”) rather than “Asian” (19%).
© 2015 Gravity Media, LLC
Source: Gravity
12
English
Only
35%
Language Preference
Filipino
Other
65%
English
Only
20%
English
Only
22%
Chinese
Other
80%
English
Only
25%
Asian
Indian
Other
88%
All
Asians
English
Only
14%
Other
75%
Vietnamese
Asian Americans prefer to speak a language other than
English at home, especially Chinese where 4 in 5 people
prefer not to speak English. Thus, in-language advertising
efforts are essential.
Other
44%
English
Only
20%
Other
86%
Korean
Other
80%
© 2015 Gravity Media, LLC
Source: U.S. Census, 2013 American Community Survey 1-Year Estimates. All sub-segments “alone”
13
Japanese
English
Only
56%
Primary Media Consumption
Korean
46%
Vietnamese
46%
38%
Chinese
Nearly half of all Koreans and Vietnamese use their inlanguage media as the primary source of news, information
and content.
12%
Asian Indian
The balance of populations are bilingual consumers– using
in-language media as a secondary source or they consume
only English media.
9%
Japanese
Filipino
4%
0%
© 2015 Gravity Media, LLC
Source: Center for American Progress, “The Ethnic Media in America: The Giant Hidden in Plain Sight,” 2007
(most recent data available). Primary = % audience that primarily relies on this media.
14
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Reach of Asian TV & Newspaper
Filipino
42% 46%
4%
34%
3%
16%
15%
Vietnamese
0%
10%
20%
32%
20%
1%
21% 55%
14% 46%
21%
1% 5% 6%
0%
10%
20%
Primary Consumers
15
60%
23%
17%
6%
Japanese
© 2015 Gravity Media, LLC
Source: Center for American Progress, “The Ethnic Media in America: The Giant Hidden in Plain Sight,” 2007
(most recent data available). Primary = % audience that primarily relies on this media.
50%
18% 57%
34%
Korean
Asian Indian
40%
39%
Vietnamese
Filipino
37%
31%
30%
Chinese
Asian newspapers do a great job at penetrating both
Chinese and Korean audiences. However, newspapers fail
to deliver a younger, assimilated audience who are online.
41%
30%
11%
Asian Indian
Chinese and Korean TV serves largely as a primary media
source for their respective audiences. Only newspapers are
stronger. TV has gained a lot of momentum in recent years.
17% 42%
25%
Korean
Japanese
31% 55%
24%
Chinese
30%
40%
Secondary Consumers
50%
60%
Reach Of Asian Internet
81%
Asian Indian
72%
Japanese
Internet is king at reaching the Asian audience.
69%
Chinese
67%
Korean
64%
Filipino
42%
Vietnamese
0%
© 2015 Gravity Media, LLC
Source: Center for American Progress, “The Ethnic Media in America: The Giant Hidden in Plain Sight,” 2007
(most recent data available). Primary = % audience that primarily relies on this media.
16
10%
20%
30%
40%
50%
60%
70%
80%
90%
Asian Media Landscape
Chinese
Print
Vietnamese
Asian Indian
Filipino
Other
TOTAL
121
68
76
50
64
30
409
TV
37
26
18
30
14
11
136
Radio
32
22
34
21
18
13
140
Digital
147
84
69
94
87
73
554
TOTAL
337
200
197
195
183
127
1,239
Asian language media outlets increased by a staggering
1,115% from 1999 to 2013.
© 2015 Gravity Media, LLC
Source: Nielsen Research, 2013 “Asian American Consumer”
Korean
17
Key Takeaways
Asians are an ideal
consumer group for many
brands.
© 2015 Gravity Media, LLC
Language dependency is
at a high.
The Asian media
landscape is robust.
18
Local or national ad
placements can be driven
by business objectives.
Chinese Americans
© 2015 Gravity Media, LLC
19
Chinese Immigration Trends
Total Population of Chinese
Immigrants in the U.S., 1980-2013
Chinese Immigration Destination
Source of Immigration From China
100,000
1980
384,000
90,000
+77%
1990
98,649
8,086
3,256
89,229
9,073
3,373
80,000
681,000
92,717
80,027
5,331
2,104
6,732
2,432
70,000
+75%
60,000
2000
1,195,000
50,000
+30%
2006
40,000
1,551,000
30,000
20,000
1,683,000
10,000
+20%
2013
2,018,000
0
2006
0
500,000
Chinese
1,000,000 1,500,000 2,000,000 2,500,000
© 2015 Gravity Media, LLC
Source: U.S Census 2009-2013
81,794
80,271
70,863
+8%
2010
87,307
20
2008
Hong Kong
2010
Taiwan
2012
Distribution of Chinese in America
37.2%
Chinese age 18+ live in the
state of California
(1,148,800).
21.5%
Chinese age 18+ that live
in New York or New Jersey
(667,200).
© 2015 Gravity Media, LLC
Source: 2011 U.S. Census, total 3,090,987 total age 18+; Chinese, speaks English less than “very well.”
21
Chinese Americans
Household Income
$70,000
Education
Foreign Born
Chinese Americans
Chinese Americans
$68,149
$52,250
Other
46.6%
$50,000
Bachelors
Degree
Plus
53.4%
Chinese Americans
English
Only
19.5%
Native
31.0%
$60,000
Language Preference
Foreign
Born
69.0%
Not English
80.5%
$40,000
Total Population
Total Population
$30,000
Foreign
Born
13.1%
Bachelors
Degree
Plus
29.6%
$20,000
Total Population
Not English
20.8%
$10,000
Other
70.4%
Native
86.9%
$0
Chinese
American
Total
Population
© 2015 Gravity Media, LLC
Source: U.S. Census 2013 American Community Survey
22
English
only
79.2%
Psychographics & Values
Cautious in personal and
business dealings.
Plan for the long term.
Renewal & family time
during Lunar New Year
Prefer communications in
their native language.
Have respect for authority,
and elders.
Nearly three quarters of
Chinese Americans are
U.S. citizens.
Strong
emphasis on
family and
education.
Employment split between
white and blue collar jobs.
© 2015 Gravity Media, LLC
Source: Gravity
Better
financial
planning.
Tech savvy
and early
adopters of
technology.
23
Young Adults
© 2015 Gravity Media, LLC
Source: Experian Information Systems;, Spring 2014 NHCS Adults Study
Based upon those age 18-29
Power Player
Image
Conscious
Tries New
Things
59% want to get to the very
top of their career (index
186).
32% agree that designer
labels improves a person’s
image (252).
63% try new drinks (191) &
33% are first to try new
health foods (201).
50% like having control
over people & resources
(index 175).
26% find import cars are
more prestigious than
American (210).
25% are first among friends
to try new clothing styles
(235).
Webcentric
On The Go
63% spend less time with
magazines because of the
internet (193).
60% find access to internet
while on-the-go important
(159).
59% are doing more
shopping online than
before (160).
56% spend less time with
TV (206).
52% access the internet
more from mobile device
than PC (191).
41% are more likely to buy
online than in-store (178).
24
eShopper
Dual Income, No Kids
Stylish
Travelers
50% prefer driving a luxury
vehicle (180).
65% booked travel online
in the past year (210).
55% get many of the
options when buying a car
(160); 46% buy new cars
(159).
66% have traveled
internationally in the past 3
years (167).
Risk Takers
60% would like their own
business in the future
(178).
46% enjoy taking risks
(136).
High-end
Foodies
47% are 1st to try new food
products (238).
45% eat gourmet food
whenever they can (233).
© 2015 Gravity Media, LLC
Source: Experian Information Systems;, Spring 2014 NHCS Adults Study
Based upon those age 25-49 without children
Influencers
39% give advice to friends
about electronic equipment
(213).
36% give advice to friends
about health & nutrition
(193).
Digirati
74% find it important to
have internet access away
on-the-go (195).
57% say the internet is
their primary source of
entertainment (211).
25
Couples With Kids
Image
Traveling
65% find it important that
their family think s/he is
doing well (135).
70% like to provide their
kids with things they didn’t
have (135).
67% find that the internet
helps them plan & book
travel (149).
27% buy things that
neighbor/friends would
approve (211).
62% find out about a car’s
safety rating before buying
it (128).
51% booked travel online
in last 12 months (167).
Eco-Friendly
© 2015 Gravity Media, LLC
Source: Experian Information Systems;, Spring 2014 NHCS Adults Study
Based upon those age 25-54 with children
Kids
Health
Conscious
Dot Com
75% think people should
use recycled products
whenever possible (125).
67% use freshest
ingredients when cooking
(121)
71% find that internet has
changed how free time is
spent (152).
54% find it important that
others see him/her as ecofriendly (130).
61% find nutritional value
the most important factor
(134)
44% find internet their #1
source of entertain-ment
for family (173).
26
Empty Nesters
Life &
Success
Traditional
Media
Digital Light
57% pursue a life of
challenge, novelty and
change (133).
56% find TV as their main
source of entertainment
(127).
60% say internet has
increased their desire to
learn/search (123).
45% feel financially secure
(147); 42% are workaholics
(182).
38% read a newspaper
most days (144); 32% rely
on magazines (253).
56% find that internet has
changed how they spend
free time (121).
Financial
Attention
Active
Travelers
50% shop for best deal in
financial services (177);
32% pay any price for good
advice (226).
61% try to go some-where
different for vacation each
time (143).
72% eat healthy foods to
maintain a balanced diet
(134).
41% like to go on vacation
with activities pre-planned
for me (166).
61% are in control of their
weight (141); 53% exercise
regularly (134).
38% read the financial
section in papers (223).
© 2015 Gravity Media, LLC
Source: Experian Information Systems;, Spring 2014 NHCS Adults Study
Based upon those age 50+ without children
Healthy
Bodies
27
Tourists From Mainland China
+800K
Estimated annual visits
from Chinese tourists.
© 2015 Gravity Media, LLC
Source: Gravity
28
$3,000
#1
Average spend by Chinese Highest per-trip spenders
tourists in the U.S.; 55%
internationally of any
higher than other overseas
group.
travelers
Business Owners
Other services (except public administration)
Professional, scientific, and technical services
Retail trade
1.5MM
5.7%
Health care and social assistance
$507.6B
Accommodation and food services
Real estate and rental and leasing
Total number of
businesses owned by
Asian Americans.
Percent of all businesses
in the U.S. owned by an
Asian Americans.
Revenue generated by
businesses owned by
Asian Americans.
Administrative and Support and Waste Mang. and Remediation Srvs
Transportation and warehousing
Construction
Vietnamese
10%
Filipino
10%
Wholesale trade
Japanese
7%
Finance and insurance
9%
Arts, entertainment, and recreation
10%
32%
Educational services
Manufacturing
Korean
12%
Chinese
27%
Information
10%
Chinese
Agriculture, forestry, fishing and hunting
Mining, quarrying, and oil and gas extraction
Other Asian
14%
11%
Industries not classified
16%
13%
Asian Indian
20%
© 2015 Gravity Media, LLC
Source: U.S. Census, 2007 (most recent available)
Utilities
Management of companies and enterprises
Repair & maintenance
and personal & laundry
services (Other)
TOTAL
29
287,812
213,669
190,873
164,246
133,756
116,085
75,483
74,120
70,740
60,464
42,102
40,220
29,518
26,382
17,430
5,125
913
613
474
463
1,550,488
Key Takeaways
Many national & regional
opportunities for targeting
Chinese.
© 2015 Gravity Media, LLC
Chinese audience
segments are familiar,
with some nuances.
Chinese are largely early
adopters & influencers as
well as image conscious.
30
Chinese tourists and
business owners make
attractive sub-segments.
Reaching
Chinese Americans
© 2015 Gravity Media, LLC
31
Gravity 2015 Survey of Chinese American
Media Habits
Objective:
• Update industry understanding of Chinese American
media habits.
• Assess the impact of immigration from Mainland China on
the Chinese American mediascape.
Scope:
• Nationwide N>400.
• Representative of country of origin make-up.
• Panel and phone intercept.
© 2015 Gravity Media, LLC
32
Mediascape
Television
Print
Digital
Radio
Outdoor
Chinatown, NYC
Chinatown, SF
+25 Additional Options
© 2015 Gravity Media, LLC
+110 Additional Options
Sample selection, not full list
+140 Additional Options
33
+15 Additional Options
Many Additional Options
Consumption of Chinese Media
63%
Chinese Americans that consume half
or more of all of their media inlanguage (e.g., TV, newspapers,
radio, Internet, etc.). 22% are nearly
exclusively in-language.
74%
Chinese Americans living in CA that
consume half or more of all of their
media in-language (e.g., TV,
newspapers, radio, Internet, etc.).
29% are nearly exclusively inlanguage.
32%
Chinese Americans living in MD, VA or
DC that consume half or more of all of
their media in-language (e.g., TV,
newspapers, radio, Internet, etc.). Only
7% are nearly exclusively in-language.
© 2015 Gravity Media, LLC
Source: Gravity Asian Media Study, 2015
34
Consumption of News
90%
Chinese Americans accessing Chinese
websites on a regular basis. Electronic
media (TV & digital) has now eclipsed
print as most accessed for news &
entertainment. Trend is neutral to age
and time in America.
56%
Chinese Americans spending 1-9
hours per week readings Chinese
newspapers.
49%
Chinese Americans spending 1-9 hours
per week using a tablet to access
Chinese Websites. 38% are 10+ hours
per week using a tablet.
© 2015 Gravity Media, LLC
Source: Gravity Asian Media Study, 2015
35
Consumption of TV/Video Content
80%
Chinese Americans watching up to
19 hours of Chinese TV programs
on the internet.
69%
Chinese Americans watching up to
19 hours of Chinese TV programs
on a regular TV set.
© 2015 Gravity Media, LLC
Source: Gravity Asian Media Study, 2015
36
Language Gets Noticed
76%
Chinese Americans that indicate
that they will pay more attention to
outdoor billboards if it was in
Chinese.
72%
Chinese Americans that indicate
that they will pay more attention
to direct mail if it was in Chinese.
© 2015 Gravity Media, LLC
Source: Gravity Asian Media Study, 2015
37
Popular Chinese TV Programming
Most Popular Chinese TV Program
Types (Top-2 Box)
Most Popular Chinese TV News
Program Types (Top-2 Box)
International
Variety Shows
55%
52%
Drama
Local
41%
52%
Comedy
Entertainment
40%
Financial
31%
Family
21%
Sports
18%
15%
Education
Sports
12%
10%
History
Biography
Other
5%
0%
10%
9%
Other
20%
© 2015 Gravity Media, LLC
Source: Gravity Asian Media Study, 2015
30%
40%
50%
5%
0%
60%
38
10%
20%
30%
40%
50%
60%
Top Chinese Radio Markets & Duration
Weekly Chinese Radio Listenership, by State
100%
90%
90%
6%
77%
80%
7%
70%
65%
33%
19%
60%
7%
14%
50%
40%
34%
2%
30%
51%
51%
44%
20%
32%
10%
0%
CA
NY/NJ/PA
1-9 Hours/Week
© 2015 Gravity Media, LLC
Source: Gravity Asian Media Study, 2015
39
10-19 Hours/Week
TX/IL/Other
20+ Hours/Week
MD/VA/DC
Top Chinese TV Networks
Most Viewed Chinese TV Networks (Check All)
50%
45%
45%
40%
Despite growth in interest with
China-based programing, Hong
Kong-based premium networks
remain the most
popular.
35%
31%
30%
Local network Sinovision (NY/NJ)
appears to be a little more popular
than KTSF (SF) or LA18 (LA).
26%
25%
21%
20%
15%
15%
10%
10%
9%
9%
8%
5%
5%
4%
0%
CCTV
TVB USA
Phoenix
Sinovision
© 2015 Gravity Media, LLC
Source: Gravity Asian Media Study, 2015
KTSF
LA 18
ETTV
NTD
CTI
ICN
Other
40
Little political allegiance to media.
Top TV program is from China
while most popular print is from
Taiwan and Hong Kong.
Top Social & Video Sites
Most Popular Chinese Websites For
Movies (Top-2 Box)
Most Popular Social Networks (Top-2 Box)
70%
70%
65%
60%
60%
50%
50%
40%
66%
46%
40%
35%
35%
30%
30%
24%
22%
20%
20%
17%
10%
10%
10%
3%
5%
3%
4%
1%
0%
0%
WeChat
Facebook
QQ/Qzone
© 2015 Gravity Media, LLC
Source: Gravity Asian Media Study, 2015
Others
Weibo
Twitter
Instagram
YouTube
41
Youku
PPS.TV
Netflix
HULU
Other
HBO Go
Top News Sites
Most Popular News/Entertainment/Sports Sites (Top-2 Box)
35%
31%
30%
30%
28%
25%
21%
20%
15%
15%
11%
11%
9%
10%
4%
5%
4%
4%
0%
Sing Tao
World Journal
Yahoo
© 2015 Gravity Media, LLC
Source: Gravity Asian Media Study, 2015
Sina
Youku
Wenxuecity
QQ
Tudou
China Press Epoch Times
42
Other
Cultural Events
Percent of Chinese Americans That Indicate That They
Would Have Greater Affinity For Brand If It Got Involved
In Community Cultural Events
Types of Cultural Events Attended in
The Past 12-Months
70%
62%
60%
50%
40%
32%
28%
30%
26%
20%
15%
14%
11%
10%
7%
Agree, 81%
0%
Holiday
Celebration
© 2015 Gravity Media, LLC
Source: Gravity Asian Media Study, 2015
43
Street Fair
Cuisine/Food
Festival
Concert
Special Casino
Event
Art Show
None Above
Sporting event
Dual Cultural Celebrations
Important for advertisers to recognize that Chinese
Americans are on an American holiday schedule.
Best to adapt and leverage messaging for Lunar New Year,
New Moon Festival and the major American holidays as well
as events– this is often a time they will use for travel.
© 2015 Gravity Media, LLC
Source: Gravity
44
Key Takeaways
In-language is vital for
communication with
Chinese.
© 2015 Gravity Media, LLC
Chinese are the heaviest
consumers of TV and the
Internet.
Mobile optimization is
critical (smartphone &
tablet) for Chinese.
45
Reputation is more
important than language
capability.
Getting Started
© 2015 Gravity Media, LLC
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Minimal Investment To Jumpstart
Media
1 Week GM
Primetime
TV
8- (:30) spots
Print
Outdoor
Digital
2 Month Asian Plan
3 Month Asian Plan
(:30) spot
Top-3 Networks
(:30) spot
Top-5 Networks
(:30) spot
Top-5 Networks
Full page 4C
Top-3 Titles
Full page 4C
Top-3 Titles
Full page 4C
Top-5 Titles
Billboards
Top-2 DMAs
Billboards
Top-3 DMAs
Billboards
Top-3 DMAs
Display
Select Sites
Display & More
Multiple Top Sites
Display & More
Multiple Top Sites
Letter Pack
100,000
Direct
Total Budget
© 2015 Gravity Media, LLC
$800,000
6 Month Asian Plan
$250,000
$400,000
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$800,000
Automotive Advertising in China
© 2015 Gravity Media, LLC
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Electronics Advertising in China
© 2015 Gravity Media, LLC
49
Home Appliance Advertising in China
© 2015 Gravity Media, LLC
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Liquor Advertising in China
© 2015 Gravity Media, LLC
51
U.S. Advertising Targeting Chinese
© 2015 Gravity Media, LLC
52
U.S. Advertising Targeting Chinese
© 2015 Gravity Media, LLC
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U.S. Advertising Targeting Chinese
© 2015 Gravity Media, LLC
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Creative Wisdom
Multicultural Creative Myths
• American/global brands have to prove how "Asian" they
are.
• Brand positioning must be different.
• Best to always incorporate rich cultural cues, icons.
Multicultural Creative Facts
• Brand reputation and value proposition trump all other
factors.
• Brand positioning must not waiver.
• Being in multicultural media is the most respectful cultural
message there is.
• Multicultural consumers are global consumers – they’re
used to world class advertising and marketing messaging.
• Cultural cues and icons must be used sparingly to avoid
look-alike marketing and falling into the "Nostalgia Trap."
© 2015 Gravity Media, LLC
55
Caesars
Entertainment
© 2015 Gravity Media, LLC
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2012 Strategic Successes
GEO-CONCENTRATION
MARKET CONCENTRATION
BRAND ADHERANCE
© 2015 Gravity Media, LLC
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2013 Strategic Successes
21ST CENTURY MEDIA MIX
HISPANIC; ADDED
HARRAH’S RINCON
30% MORE MEDIA + 40% MORE
DIRECT MARKETING + 20% MORE
ON SITE EXECUTIONS
© 2015 Gravity Media, LLC
58
2013-14 Achievements
Launched first
mobile ad
campaign for
Caesars
Entertainment
2x
Rate at which Asian THEO
growth has over General
Market for Caesars
Entertainment.
© 2015 Gravity Media, LLC
703
212
Total number of Asian direct
mail and marketing projects
completed in 2013 nationally
for Caesars Entertainment.
Total number of Asian
advertising executions
generated nationwide for
Caesars Entertainment in
Mandarin, Cantonese,
Vietnamese and Korean.
Created (:15) TV for ACM in
Mandarin and Cantonese
Development & launch of
CaesarsEntertainment.cn.
70.4 MM
Impressions generated from
the 8 media tours & the
“Culinary Battles” events
program.
59
2013 Silver Davey Award
winner for Lunar New
Year ad campaign.
Produced (;60) Caesars
“Resplendence” TV spot in
Cantonese, Mandarin,
Vietnamese & English to
strategically position Caesars
Palace as the gateway to all
the CET properties in Las
Vegas.
2013-14 Achievements
© 2015 Gravity Media, LLC
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2013-14 Achievements
© 2015 Gravity Media, LLC
61
2013-14 Achievements
© 2015 Gravity Media, LLC
62
Beyond Chinese
© 2015 Gravity Media, LLC
63
Other Asian Segments To Consider
South Asians
Most educated and affluent of
all American consumers.
Integral to ecosystem in CA,
NY/NJ & DC. Immigrating at
rapid pace.
Influence in healthcare,
hospitality & tech.
© 2015 Gravity Media, LLC
Filipinos
Vietnamese
3rd largest Asian sub-segment
and skews slightly older
(median 40.3).
4th largest Asian sub-segment;
has largest household size
(3.53).
Proficient in English, but prefers
Tagalog.
Beginning to disperse beyond
traditional gateways of CA, TX
and LA.
Cornerstone of healthcare
industry.
Sending sons to Catholic
church.
64
Korean
5th largest Asian sub-segment,
also the most entrepreneurial.
Arrive highly educated, but
lacks English skills.
2nd generation more clannish
than other groups.
Getting Started
1. Evaluate Market Size and Potential
• Internal metrics
• Secondary data
2. Evaluate Internal Organization
• Distribution method
• Sales and marketing organization
3. Consumer research
• Benchmarking
• Preference
• Qualitative factors
4. Creative and Media Development
5. Play to Win
• Create tests designed to win not "toe dipping"
© 2015 Gravity Media, LLC
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Thank you.
© 2015 Gravity Media, LLC
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