Featured

Latino Cinema-Goers: The Big Over-indexing Consumer

Do broadcast and cable media have an opportunity to drive box office growth through the advertising of new movie releases via Spanish-language and Hispanic-targeted media?

New research says yes.

According to MRI-Simmons and E-Poll, Hispanic moviegoers aged 18 and up are 36% more likely to see at least one movie a month.

Furthermore, 41% of Hispanic moviegoers attend one movie a month or more, compared to 30% of all U.S. moviegoers.

Factor in teens, and Hollywood has a Hispanic growth opportunity.

MRI-Simmons and E-Poll also note that 1 out of every 5 Hispanic moviegoers prefer to see a new movie on opening weekend; this makes them 69% more likely to do so compared to the average moviegoer nationwide.

What do Latino theater attendees like to see? The top three genres among Hispanic moviegoers are Action/Adventure, Comedy, and Drama; and in each category, their favorite actors and actresses are sometimes profoundly different from the overall U.S. population. This mirrors conclusions reached in studies conducted by Mintel, with the support of the Adam R Jacobson Consultancy, earlier this decade.

Product preferences differ among Hispanic movie fans

A January 2019 analysis using MRI E-Score Celebrity Fusion shows how the Hispanic fans of today’s leading film stars also differ in their preferences across a host of product categories, from bottled water to candy.

Hispanic moviegoers who are fans of Jennifer Lopez are 32% more likely than the average U.S. population to be Kit Kat consumers in the past 6 months. But, those who like Mila Kunis are two times more likely to be M&M’s Almond consumers.

Lopez, Kunis, and Sofia Vergara are the most-liked film actresses among Hispanic moviegoers.

How this ties in to candy sales is intriguing and could yield marketing strategies that boost concession receipts — a profit driver at such luxury theater chains as iPic and Silverspot Cinema.

The MRI E-Score Celebrity Fusion also identified that Hispanic moviegoers who like Leonardo DiCaprio are 62% more likely to be Fiji bottled water consumers in the past 6 months, compared to the U.S. average.

Interestingly, DiCaprio, Keanu Reeves and Chris Rock are the most-liked film actors among Hispanic moviegoers polled in this research study.

 Product favorites among Hispanic moviegoers
who like film actors and actresses

 

Top bottled water brand

Top candy brand
Mila Kunis

Evian

M&M’s Almond
Sofia Vergara

Perrier

Twix
Jennifer Lopez

Crystal Geyser

Kit Kat
Leonardo DiCaprio

Fiji

Hershey’s Almond
Keanu Reeves

Arrowhead

Hershey’s Cookies ‘n’ Creme
Chris Rock

Crystal Geyser

Hershey’s Kisses

 

The findings on Hispanic moviegoers come from the January 2019 MRI E-Score Celebrity Fusion – a fusion of the MRI-Simmons Doublebase 2018 data and data from E-Poll’s E-Score Celebrity study. Doublebase 2018 data represent two waves (roughly 48,000 consumer interviews) of MRI’s Survey of the American Consumer.

The MRI E-Score Celebrity Fusion covers over 4,000 celebrities and 600 product categories, allowing brands, agencies, and media companies to see which celebrities best fit with their brands, sponsorships and media campaigns.

Featured

Publicity Swap: Franklin At Telemundo, Alban At VIMN

Talk about a role reversal.

Claudia Franklin, formerly SVP/Communications and Public Affairs for Viacom International Media Networks (VIMN) Americas, has taken the role of VP/Entertainment Publicity at Telemundo.

The move comes as a woman widely known for her 12+ years as VP/Corporate Communications and Public Affairs at the NBCUniversal Telemundo Enterprises unit settles in to her new role as VP/Communications at VIMN.

That’s Michelle Alban, who took on her new duties in early February.

As the head of entertainment publicity at Telemundo, Franklin will be responsible for all consumer-focused publicity efforts to promote the Hispanic TV network’s entertainment content and talent across earned media platforms and social influencers. “Franklin will spearhead Telemundo’s team of experienced publicists and work closely with Telemundo Global Studios and the network’s programming, talent, research and marketing teams to support, align and elevate the company’s brand and meet viewership goals,” the company said.

“With her extensive background in the marketing communications arena and her experience in both the U.S. and Hispanic markets, Claudia brings a tremendous amount of understanding, perspective and creativity to this role,” said SVP/Corporate Communications Alfredo Richard. “She is the ideal person to lead our entertainment publicity initiatives as Telemundo continues to redefine Hispanic media with innovative, original and premium content that reflects the U.S. Latino experience.”

At VIMN Americas, Franklin led the corporate communications and brand publicity throughout Latin America for Viacom’s portfolio of brands including MTV, Nickelodeon, Comedy Central and Telefe, Viacom’s Argentina-based network.  Before that, Franklin was Director of Marketing and Communications for Discovery Kids.

For Alban, her new role sees her taking on all communications for VIMN across Iberoamérica, reporting o Susana Sala, Senior Vice President of Human Resources & Administration for VIMN Americas and to VIMN Communication leads; Matt Baker, Senior Vice President of Communication; and Kate Laverge, Senior Vice President of Communications and Culture.

Alban most recently served as Head of Communication for Lima Charlie Communications, a boutique marketing firm that represented such clients as Combate Américas.

But, she is widely known for her tenure at Telemundo, which stretched from March 2003 — when she was hired as Director of Primary Research — through September 2017, when she exited the Comcast-owned operation.

Earlier in her career, she served as a Dunedin, Fla.-based account executive at Nielsen.

She will be based in the newly consolidated downtown Miami office.

 

Hispanic Radio

Fox Deportes Play-By-Play Man Gets A Syndicated AM Show

A Spanish-language radio host presently serving as a baseball play-by-play announcer for Fox Deportes has joined MLC Media Services to helm a new syndicated general-interest morning show being offered to Hispanic radio stations across the U.S.

Starting Jan. 14, Carlos Alvarez takes on hosting duties for the newly launched “El Cotorreo con Carlos Alvarez.”

A general-interest program, El Cotorreo will feature Los Angeles-based co-host Taly Taly Elizondo for news and banter.

Celebrity interviews, along with the latest news “on what is happening in immigration, entertainment, sports, wellness, motivation and more” is being promised to listeners.

Alvarez’s resume includes roles at Entravision, Univision and now-defunct TV network MundoFox.

“I am very excited to be joining the MLC family and their amazing team,” Alvarez said. “I know this new chapter will bring a lot of excitement. They have a top-notch roaster of syndicated programs and their experience will help me to grow in network radio.”

Carlos Moncada, MLC Media Services’ CEO, commented, “We are very happy to have a professional such as Carlos Alvarez join our team. Carlos has what our audiences love to hear and he has such great relationships with artists to give his listeners great content.”

MLC Media Services produces and distributes Spanish-language programming across the  U.S. and Mexico.

Signature programs include El Show de Alex ‘El Genio’ Lucas, Armida y La Flaka, El Show de Chiquibaby, El Show de Compa Mike, El Show de Toño, and Ana Lisa y Julieta.

Armida y La Flaka and Lucas, respectively, were just added to KSSE-FM “José”,  simulcasting KLYY-FM 97.5 in Los Angeles.

Uncategorized

No Translation Needed: Noticias Telemundo ‘En Inglés’ On OTT

How important is reaching today’s English-preferred, youth-driven Latino audience?

NBCUniversal Telemundo Enterprises has given the green light to the development of its first-ever Noticias Telemundo English-language daily newscast.

Just don’t expect to find it on a Telemundo broadcast TV station in the near future.

The planned newscast will be distributed exclusively via YouTube, also becoming the first Noticias Telemundo production to live outside a Telemundo-owned platform. The Noticias Telemundo project obtained a Google News Innovation (GNI) YouTube grant, which is awarded to ventures that “elevate quality journalism, evolve business models to drive sustainable growth, and empower news organizations through technological innovation.”

“In today’s fast-paced world you need to reach out to your audience where it is, not where you want it to be, and US Hispanics over-index in YouTube,” said Romina Rosado, Senior Vice President of Digital Media & Emerging Business for NBCUniversal Telemundo Enterprises. “Our goal here is for Noticias Telemundo to reinvent the ‘traditional’ broadcast news for the LatinX generation– the multicultural, multiracial, mobile, millennials in the United States.”

The median age for U.S. Hispanic YouTube users is 27 compared to 42 for non-Hispanic Whites, according to Nielsen. In addition, Hispanics aged 18-49 over-index in YouTube, making it an ideal platform to reach young Latinos.

 

Hispanic Radio

Radio Lazer Gets A National Rollout

Like the “Radio Lazer” regional Mexican presentation heard on Lazer Broadcasting Corp. stations across the Golden State?

Now you can place it on your radio station, thanks to a joint syndication effort forged by Oxnard, Calif.-based Lazer, headed by Alfredo Plascencia, and Houston-based SuiteRadio LLC.

The 24/7 local affiliation service will be represented exclusively on a national level by Envision Networks.

This makes “Radio Lazer” a component of Envision 24/7 Network offerings with sales handled by the Cleveland-based company.

Lazer Broadcasting describes “Radio Lazer” as” a modern Regional Mexican format playing today’s most popular songs in a Top 40 environment. “

The format targets Hispanics aged 18-49, and is female-friendly.

Lazer Broadcasting COO Josh Mednick said, “For a while now, Lazer Broadcasting has been looking for the proper outlet to make our programming available to broadcasters across the U.S. We believe that SuiteRadio is the perfect partner. Pat and his team are terrific to work with and their technology and flexible delivery system make it so easy for both the content creator and the end-user.”

SuiteRadio COO Pat Fant, a radio industry veteran, added, “Our SuiteRadio crew is thrilled to be working with such a successful broadcaster in this highly sought-after market segment. No one executes Regional Mexican better than Lazer Broadcasting.”

The “Radio Lazer” format is the first of three Spanish language music formats that Lazer Broadcasting plans to make available through SuiteRadio.

Further details were not disclosed by Lazer.

Uncategorized

Borja Perez Replaced By Romina Rosado As Telemundo’s Digital Head

For nearly nine years, Borja Perez has held the Miami-based role of SVP of Digital & Social Media for NBCUniversal Hispanic Enterprises, jumping to the role in March 2012 after some two years as VP of Integrated Solutions for Digital & Social Media at Telemundo.

Effective today, Perez no longer has oversight of digital for the network that has effectively “closed the gap” with longtime rival Univision Communications.

Perez has moved to the revenue monetization division, taking the new title of Senior Vice President, Revenue Strategy and Innovation.

He reports to EVP/Revenue, Strategy and Innovation Peter Blacker, as does his successor.

Now serving as SVP/Digital Media is Romina Rosado.

Rosado was previously SVP of Noticias Telemundo and Digital News, where she created and oversaw strategies to enhance the consumer experience across multiple distribution points. Prior to Telemundo, Rosado was SVP/Global Content at  E!, in Los Angeles where she oversaw all content, news gathering, audience development, and product for the company’s news division.

Before that, Rosado was Executive Producer at US Weekly, where she was responsible for launching and executing the company’s digital expansion.

“Romina demonstrates the experience, drive and savvy needed to amplify Telemundo’s leadership position in the digital and social ecosystem, informing, empowering and entertaining the full spectrum of Hispanic identities,” said Blacker.

With the “realignment in Digital Media,”  Perez will assume a newly created role expanding the revenue strategy efforts of NBCUniversal Telemundo Enterprises, announced earlier this year. He will work closely with Telemundo Studios and Programming to develop new monetizable opportunities across linear and digital for U.S. and international markets. In addition, Perez will partner with NBCUniversal Advertising Sales leadership with a focus on integrations and commercial innovation targeting the Hispanic market.

“Borja brings a decade of experience growing the Telemundo brand and audience across platforms and can now focus on finding new ways to drive revenue from our content. In their new roles, these two seasoned NBCUniversal executives are poised to push our business forward,” said Blacker.

Before joining Telemundo in 2006, Perez was Director of U.S. Hispanic Business for AOL, taking the position in 2002 after serving as Director of Interactive Sales and Marketing for AOL International.

Early career stints include AE and Account Coordinator positions at Y&R and BBDO, respectively.

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Hispanic CMO Thought Leaders Report: Making Waves

HispanicAd and the Adam R Jacobson Consultancy are proud to announce the fourth edition of Hispanic CMO, the most sought after publication in the U.S. Hispanic Market.

Distributed Nov. 5, it is now available for viewing and download for FREE.  Curated by Gilbert Dávila, Chair of the 2018 ANA Multicultural Marketing & Diversity Conference and of Encino, Calif.-based Dávila Multicultural Insights, this report is independently produced by veteran journalist Adam Jacobson.

To download this year’s edition CLICK HERE.

Hispanic CMO enjoys more downloads and readership that any other mainstream or Hispanic focused publication combined, delivering over 9,500 downloads of the PDF version.

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‘El Rey’ Founder Partners With VICE On New Hispanic Creative Shop

NEW YORK — The creative agency born from Williamsburg, Brooklyn-based VICE Media and the entertainment brand founded by Robert Rodriguez and supported with distribution from Univision have partnered up for an agency “partnering with brands seeking to connect with the rising U.S. Hispanic market.”

Virtue is partnering with El Rey to launch LA REYNA, bringing a new creative voice to a challenged segment of the U.S. advertising and branding arena.

LA REYNA’s creation is spurred by data over the last decade showing that births, rather than immigration, is driving U.S. Hispanic population growth. “This cultural shift has resulted in a surge of diverse tastes and interests, blurred lines of identity and a transcultural mindset among younger generations,” the companies note.

Rodriguez, a cult film director and founder of El Rey Network known for Machete and From Dusk Till Dawn, said, “Historically, the U.S. Hispanic population has been treated as one single entity. LA REYNA is an opportunity to abandon this ineffective approach and allow brands to connect authentically with this diverse audience. Virtue is an expert in developing culture platforms that speak to youth worldwide and in a moment where the market is demanding accountability, our strategic partnership is more than just an agency, it’s a game changer for the Latinx community.”

Virtue and El Rey claim that their combined expertise and resources “will enable LA REYNA to deliver strategic and creative services to brands, while leveraging the specialized teams – including analytics, production, and technology – of Virtue to round out a versatile agency offering.”

LA REYNA will be headquartered in Austin,  home to established U.S. Hispanic agency LatinWorks.

But, LA REYNA Chief Growth Officer Theresa Vargas Wyatt says her team is “going beyond just starting an advertising agency.”

She notes, “We have cemented a cultural hub in Texas generating provocative thought leadership, creative services and content that accurately reflects the nuances of Latinx.  Robert has spent 25 years redefining what it means to be a Latinx in entertainment, and the industry is just catching on. Now LA REYNA will redefine what it means to be a Latinx consumer.”

LA REYNA plans offer its brand partners:

  • Brand strategy & creative campaigns focused on the Latinx audience
  • Integrated production ranging from film to experiential
  • Brand IP and sustained programming, leveraging the entertainment and publishing roots of LA REYNA.
  • Cultural access, via LA REYNA’s network of Latinx creatives, influencers, and cultural figures

 

“Between El Rey’s film and entertainment roots and Virtue’s publisher pedigree, our respective expertise seamlessly compliments each other as we launch this hybrid organization – one part agency, one part production house,” said Virtue President Ryan Mack. “By combining our resources, capabilities, and insights, we hope to properly connect brands with this underserved, yet increasingly important, market.”

The key principals of LA REYNA include:

  • Omar Quiñones – Managing Director/Chief Strategy Officer brings over 15-year experience in advertising joins from Anomaly where he was Group Strategy Director.
  • Theresa Vargas Wyatt – Chief Growth Officer brings over 15 years of experience in business development specific to the Latinx consumer and joins from El Rey Network where she was Vice President Brand & Corporate Development.
  • Josh Stein – Chief Operating Officer joins from El Rey Network where he was a key member of the corporate development team. He has also held senior positions at Dr. Phil McGraw’s Bird Street Books, and the Latin-targeted lifestyle channel MiCasa.

 

 

In its first brand partnership, LA REYNA has teamed up with AB-InBev’s Mexican beer brand, Estrella Jalisco.

Together, they will be hosting an immersive and creative experience in Austin on Friday (11/2).

“Night of the Stars,” will celebrate the heritage of the brand and Mexico, while toasting to a progressive and innovative future.

“The Latinx consumer has always been a focus of our brand, but they are quickly becoming a major priority for the entire beer industry, not only because of their growth in population, but more importantly, the influence they have on culture,” said Yonathan Bendesky, Senior Brand Director of Anheuser-Busch Mexican Imports and a 2017 Hispanic CMO Thought Leader. “LA REYNA is poised to tap into that cultural influence and help it grow. The combination of Robert, Virtue and all the capabilities they offer is going to help our brand stay on the cusp of what’s happening in culture and show up in places that are meaningful to this consumer. We’re looking forward to partnering with them on this upcoming project and beyond.”

LA REYNA has also begun partnering with global collaborative workspace network, WeWork, on brand programming that will roll out in 2019.

The agency will also be housed in WeWork’s downtown Austin location.

Virtue is a global, full-service creative agency with 26 offices across the globe. It develops brand platforms, programs and campaigns that are culturally-rooted and youth-focused for clients such as Asics, AB-InBev, Cazadores, Unilever, Google, lululemon, Marriott Loyalty Rewards, Netflix, and Vega.

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‘Adios, Telemundo’: Salida de Silberwasser Confirmed

MIAMI — In a surprise announcement, NBCUniversal Telemundo Enterprises revealed that the search is on for its new President of Telemundo Networks.

After four years in the role, Hispanic media industry veteran Luis Silberwasser will be leaving the company on October 1. This will allow Silberwasser to assist with the transition in leadership at the Telemundo and TelExitos broadcast TV networks and at the Universo cable TV network.

The reasons for Silberwasser’s departure are not clear. However, NBCU spoke highly of him in sharing news of his pending exit. He “helped change the programming strategy and the positioning of the network” and bet on new genres and formats. “By drawing on his deep understanding of the U.S. Hispanic audience as well as his experience with international markets, Silberwasser was a key contributor in redefining Hispanic media and making Telemundo the preferred media destination for Hispanics today,” NBCU said.

Cesar Conde, Chairman of NBCUniversal Telemundo Enterprises and NBCUniversal International Group, noted, “Luis helped propel our rise as the definitive media and entertainment brand for today’s Hispanic consumer. He has made an indelible mark on our company at a time of great transformation. On behalf of everyone at Telemundo, I want to thank him for his dedication, partnership and invaluable contributions.”

Silberwasser added, “I’m extremely proud of what we have accomplished at Telemundo and the important role of this organization in serving the Latino community across America. Today, Telemundo is the clear leader, not only in viewership, but as the network that will take content risks and breaks stereotypes.  I am thankful to have had the opportunity to work with the best team in the industry and to have been a part of Telemundo’s groundbreaking success.  As I now embark on new content-making ventures, I will always look forward to seeing the Telemundo brand continue its tremendous growth.”

So, why is he leaving? A source close to the matter tells Hispanic Market Overview that aligning the leadership structure in a way that mirrors that of sibling NBC was the key desire for NBCUniversal. As such, it is believed that it is Silberwasser’s decision to depart and that it was an amicable one.

Word of Silberwasser’s pending exit arrived moments after NBCUniversal Telemundo Enterprises announced new leadership responsibilities of four key executives, which the Comcast-owned entity believes “will allow the organization to further accelerate its leadership position in media and as the choice and voice of Latinos today across all platforms.”

Beau Ferrari, EVP of NBCUniversal Telemundo Enterprises

Beau Ferrari will take a bigger role as EVP of NBCUniversal Telemundo Enterprises. Ferrari was appointed to the position in March 2017 and will now “closely partner with all content divisions and NBCUniversal teams across the portfolio.” Ferrari was previously EVP/Corporate Strategy and Development at Telemundo’s main rival, Univision Communications.

During his tenure, Ferrari also served as the first CEO and GM of Fusion, the ill-fated multiplatform joint venture with The Walt Disney Company. Additionally, Ferrari headed Univision Deportes and the launch of Univision’s sports network and served as Chief of Staff/Special Assistant to the CEO.

Prior to Ferrari joining Univision Communications, he was co-founder and partner at Royal Palm Capital Partners, a private equity investment and management firm. Ferrari began his career as an investment banker with Morgan Stanley & Co. in New York.

Concurrently, NBCUniversal Telemundo Enterprises EVP Mónica Gil is adding the role of Chief Marketing Officer, overseeing all brand and corporate marketing, communications, corporate affairs and human resources. She joined Telemundo in January 2017 following a lengthy tenure at Nielsen.

Additionally, NBCUniversal Telemundo Enterprises EVP/Digital Media and Emerging Business Peter Blacker is given the new role of EVP/Revenue Strategy & Innovation. In the newly created role, “Blacker will work across linear and digital platforms to amplify the company’s monetization efforts throughout all revenue streams.” Blacker is a 14-year Telemundo veteran.

Lastly, Ronald Day has been elevated to EVP/Entertainment from SVP/Programming at Telemundo Networks. It’s a swift rise for the longtime former Univision executive, who rose to SVP/Programming & Promotions in his 16 1/2 years at the operation. Today, Day will be responsible for programming, talent and promotions of prime-time, daytime and specials for Telemundo and Universo Networks.

The new leadership team will report to Conde and will be based at Telemundo Center in West Miami, which opened in March 2018.

The digital multicast TELEXITOS , launched and operated by the Telemundo Station Group, will continue to be led by Barbara Alfonso.

What’s next for Silberwasser could be the biggest topic of conversation in Miami, New York and Los Angeles. He joined Telemundo Networks as President in August 2014 following a lengthy run at Discovery Communications, exiting as EVP/Chief Content Officer for Discovery Networks International. From 1991-1997, Silberwasser was a brand manager for Procter & Gamble Co. in Latin America.

Silberwasser’s exit comes amid widely reported turmoil at Telemundo’s No. 1 competitor — Univision Communications. But, it also comes as Azteca América is gearing up for a massive relaunch under new owner HC2.

So far there’s only speculation on where Silberwasser may be going.

 

— Radio + Television Business Report, RBR.com

Uncategorized

Discovery Finds A Direct-To-Consumer CEO

Taking a page from Hispanic media companies including Univision Communications, New York-based Discovery Inc. is taking a big leap into the direct-to-consumer arena.

Chances are Discovery’s U.S. Hispanic and Latin America-targeted cable channels are integral to the D-to-C initiative’s success.

In a major move,  Peter Faricy is taking the newly created role of CEO/ Global Direct-to-Consumer. He’ll be charged with overseeing Discovery’s global digital and direct-to-consumer businesses.

Faricy joins Discovery from Amazon, where he led the growth of the Amazon Marketplace, the company’s third-party seller business, and previously led Amazon’s successful music and movies categories. Faricy has also held leadership roles at Borders Group, Ford, and McKinsey.

“Peter is a world-class executive, with an extensive track record of building some of the world’s most successful direct-to-consumer products and businesses,”  Discovery President/CEO David Zaslav said. “We are excited to welcome Peter and his vision and skill set to the Discovery leadership team as we accelerate our pivot to become a next-generation media company engaging passionate communities of fans around the world on every screen with trusted, high quality brands and content.”

Faricy reports to Zaslav starting Sept. 17.

With Faricy’s arrival, Discovery Networks International President/CEO JB Perrette will continue to lead the overall Eurosport business and will work together with Faricy on direct-to-consumer product rollouts across international markets.

from The Adam R Jacobson Multicultural Consultancy