The 2020 HISPANIC TV UPFRONT REPORT is now available!

The definitive guide for multicultural marketers and advertising professionals on where Hispanic television stands for the 2020-2021 Upfront season has arrived.

The 2020 HISPANIC TV UPFRONT REPORT is now available, exclusively through HispanicMarketOverview.com and HispanicAd.com.

TO DOWNLOAD, CLICK HERE!


ABOUT THE 2020 HISPANIC TV UPFRONT REPORT:

Why COVID-19 Confirmed Hispanic TV Matters

Two years ago, the “Hispanic TV Upfront Guide” opened with the following question: WHY ARE THE UPFRONTS STILL A THING? In 2019, this report got upfront, if you will, on why they still matter.

It took a highly contagious novel coronavirus to put a stop to the procession of media buying, media planning, and advertising and marketing professions from one Midtown Manhattan venue to the next — squelching the Broadway bravado and peacocking seen from the nation’s biggest broadcasting and cable networks.

Who knew we’d miss the Upfronts so, so much, if only for the ad buying process.

The loss of the Upfronts, and so, so many other things, does have its silver lining. With shelter-at-home regulations in place from mid-March through the end of May in many high-density Hispanic areas, the power of Spanish-language media was displayed in ways not seen in recent memory.

With all of the talk of bilingual, bicultural GenZ audiences dominating the conversation, one thing rang true: Spanish still matters. A lot.

With visibility akin to a think marine layer in the Los Angeles basis, will “June gloom” cloud TV Hispanic TV advertising across 2020?

We find out from Gloria Constanza, Chief Contact Strategist at d’expósito & Partners.

We also learn why CNN en Español, Estrella TV and Mega TV may be more important than ever, as competitors to Hispanic market visual media stalwarts Telemundo and Univision.

 

COVID-19 Claims Schramm Partner Rafael Eli

NEW YORK — Rafael Eli, the longtime partner of Schramm Marketing Group,  has passed away from a COVID-19 fueled pneumonia.

Eli died just before 6am Eastern on April 16, HispanicAd reports.

Eli played an instrumental role in the company’s service to its clients, especially those involving the Hispanic market, and served as a key advisor to the managing partner. He joined Schramm in 1999 after leadership roles in programming sales for ABC Radio International; and at AT&T, where he was Marketing Communications Manager from 1996-1999.

At AT&T he managed an annual Hispanic advertising budget of over $40 million.

Eli also held account services positions at several leading advertising and direct marketing agencies including BBDO Direct, Wundermann and Nash Direct, working on leading accounts including Hasbro Toys, Tonka Toys, Mattel, American Airlines, TWA, Avon, and Remy Martin.

In June 2015, Eli was been inducted to board of the American Jewish Committee’s New York City chapter.

Sources tell Hispanic Market Overview Eli had preexisting health issues tied to his kidneys.

 

Univision-Branded Channel Coming To Latin America

MIAMI BEACH — For decades, the Univision brand has served as the definitive hub of Spanish-language visual content and, since the 2000s, audio programming via AM and FM radio stations now an integral part of the company’s Uforia arm.

In Latin America, Univision was hardly known. That’s about to change.

At NATPE Miami, Univision and Mexico’s Televisa jointly announced that a distribution arrangement is in place that would make a Univision-branded linear television channel available across the region in a matter of months.

The LatAm incarnation of Univision will be a 24/7 pay-TV channel initially distributed across 17 Latin American markets, excluding Brazil.

The network will be operated by Televisa, which will also handle distribution and ad sales.

Univision and Televisa will collaborate on programming and marketing for the channel.

The LatAm version of Univision will feature “a robust content line-up, including innovative and popular productions from Univision Studios and Televisa.”

Programming from Univision Studios will include Miami-based Univision breakfast show “Despierta América” and PM entertainment and news program “El Gordo y La Flaca.” News magazine “Primer Impacto” will also be offered to Latin American audiences.

Rounding out the line-up and complementing the Univision programming will be a slate of yet-to-be-named content produced by Televisa “including some of the most popular novelas in the world.”

Univision was quick to herald the spread of a struggling U.S. brand to nations where it may only be known among family members who immigrated to the States, and not at home.

“This unique launch showcases the growing value of the Univision brand, not only in the U.S. but around the world, while reiterating Televisa’s position as a leader in providing the best quality programming, and a leader in the pay-TV market,” the companies jointly said.

Glenn Dryfoos, EVP for Business Affairs and General Counsel at Univision Networks, commented, “For decades, the Univision brand has been synonymous with outstanding programming that entertains, informs and empowers Hispanics in the U.S. – and part of that has been by telling stories about the people and stories that they care about from Latin America. We couldn’t be more excited to be introducing Univision to new audiences in these 17 countries that are closely connected through culture, history and family.”

Telemundo Readies Its Next ‘Super Series’ For Prime-Time

Mark February 10 for the debut of NBCUniversal-owned Telemundo‘s latest “Super Series,” the ambitious break-the-mold telenovela format that has served as a ratings winner for the Spanish-language network in the 10pm ET/PT time slot.

Introducing Operación Pacífico, a police drama that marks the return of Majida Issa (Sin Senos si hay Paraíso) to the network. She’s alongside lead actor Mark Tacher (La Reina del Sur).

Shot in Mexico and Colombia, this 60-episode police drama centers on Ortega, a fearless woman, wife, mother, and captain of the Secret Intelligence Unit of the Police, who jeopardizes her career, her life, and her family in an attempt to capture El Guapo (Julio Bracho), a mysterious and powerful Mexican drug trafficker. Only her focus and determination will help her fulfill her mission.

“On Operación Pacifíco we are going to see the other side of the coin and audiences will get to meet the heroes who fight for justice and try to end corruption,” said Issa. “Having the opportunity to personify this dual character has been a privilege … audiences will relate to Amalia as she struggles daily trying to balance her personal and professional life,” she added.

Tacher played up the production values “and all those elements will keep viewers glued to their seats as they experience the intensity during the action scenes and witness the beautiful relationship grow between the main characters.”

The Super Series is directed by Diego Mejía and Mónica Botero, and is an original story based on true events. The concept was developed by Alberto “Albatros” González.

David Posada is executive producer for Telemundo and Silvia Duran and Guillermo Restrepo are executive producers for FoxTeleColombia.


Audiences will be able to view full episodes of Operación Pacífico live or catch up on the Telemundo app on Google Play Store and Apple Store or by visiting http://now.telemundo.com.

HISPANIC THOUGHT LEADERS 2019 – The Definitive Diversity Marketing Report

SAN DIEGO — HispanicAd.com,  in association with Adam R Jacobson, is proud to announce the availability of the 2019 Hispanic Market Thought Leaders (previously Hispanic CMO).

Curated by Dávila Multicultural Insights President/CEO Gilbert Davila, Chairman of the Association of National Advertisers Multicultural Conference and Alliance for Inclusive and Multicultural Marketing (AIMM), THE TOP HISPANIC THOUGHT LEADERS this year features the “Sweet Six” 2019 individuals who have demonstrated brand strength and commitment to best practices with respect to Total Market approaches, digital and social media initiatives, and efforts targeted to not only millennials but all consumers, with ideas rooted in or successfully integrated into Hispanic marketing and advertising activities.

Gilbert Dávila, working with a team of industry professionals and HispanicAd’s editorial board, singles out these individuals based on their contributions to Hispanic marketing and advertising.

This is not a ranking. Individuals are honored in alphabetical order, as we salute their achievements equally.

Who are this year’s honorees?

To view, please click hereHISPANIC THOUGHT LEADERS 2019 PDF

NOTE: Google Chrome browsers may experience difficulty viewing and/or downloading this document. HispanicAd’s technical support team was addressing accessibility issues early Wednesday (11/6).

Telemundo To Offer Quibi Snackable News, In English

Telemundo and Quibi have partnered up once again on delivery of “snackable content” to millennials and Gen Z Latinos who desire short-form visual media in English.

The NBCUniversal Telemundo Enterprises platform will produce the en inglés daily news programming for the mobile platform when it launches in April 2020. Specifically, Telemundo is developing two exclusive shows for Quibi’s curated news and entertainment programming, Daily Essentials.

This partnership builds on the previously announced agreement between Telemundo and Quibi with the show “Natural Born Narcos,” a prequel to Telemundo’s  “El Señor de los Cielos.”

The two daily news programs will be produced at Telemundo Center, in the far west of Miami.

What can viewers expect?

  • A daily news show that will bring Quibi’s audience the top headlines and stories reflecting Hispanic perspectives from a new generation of identities in the U.S.: bilingual and bicultural. These shows will be produced by Noticias Telemundo.
  • A 5-minute rundown of the day’s biggest entertainment news. Aimed at today’s multicultural viewers, the show will provide Quibi’s audiences with a daily dose of what’s popular right now, through the lens of the Hispanic shift influencing today’s pop culture.

According to NBCUniversal Telemundo Enterprises, more than two-thirds of Hispanics are under the age of 34 and consume more mobile video and take in news and content more quickly and efficiently than any other ethnic or racial group in the U.S. Additionally, amongst streamers, Hispanics stream 25% more on mobile devices than the general market.

“Telemundo’s partnership with Quibi is a great example of our company’s commitment to continue innovating and providing multi-platform news content to our growing audience at a time when they need it most,” said Cesar Conde, Chairman NBCUniversal Telemundo Enterprises and NBCUniversal International Group. “Our viewers are young, bilingual, and ambicultural – 50,000 Hispanics in the U.S. are turning 18 every month. We’re thrilled to be working with Jeffrey and the entire team at Quibi, an innovative company that understands and recognizes the power of our audience.”

Quibi is founded by Jeffrey Katzenberg. He said, “At Quibi, our goal is to create content that reflects the diverse generation of millennials who are redefining culture and consuming media in entirely new ways,. We are excited about our groundbreaking partnership with Telemundo to create a new format for news to reach a growing bilingual and bicultural audience.”

Raúl Alarcón Jr.: 2019 Hispanic Businessperson of The Year

Raúl Alarcón Jr., Chairman/ CEO of  Spanish Broadcasting System received the United States Hispanic Chamber of Commerce Foundation’s “2019 Hispanic Businessperson of the Year Award” at a gala event tied to the USHCC’s 40th Anniversary National Convention in Albuquerque.

The award was presented by international top-selling artist Prince Royce (pictured, at left).

Every year, the USHCC recognizes an entrepreneur who exemplifies the best of America’s business community through their outstanding leadership, pioneering spirit and social and economic contributions.

The award, USHCC says, “highlights Alarcón’s strategic vision of integrating radio, television, entertainment and online/digital properties to capture growth opportunities with a clear eye on engaging the U.S. Hispanic consumer.”

USHCC President/CEO Ramiro Cavazos says, “Raúl Alarcón is a steadfast businessmen whose company continues to reach new heights and he inspires business leaders everywhere, especially in the media field. We are proud to recognize him as the 2019 Businessperson of the Year on our 40th Anniversary USHCC National Convention.”

Alarcón added, “I am incredibly honored to receive this award from the USHCC – an organization that does so much to support Hispanic entrepreneurs across our country. As an immigrant from Cuba, this is proof that the U.S. is truly the land of opportunity, where we can live the American Dream through hard work, a clear vision and the support of amazing organizations like the USHCC.”

Raúl Alarcón Jr. helped in creating SBS in 1983 and has been President and Director since October 1985. He took on Chief Executive Officer duties in June 1994.

On November 2, 1999, Mr. Alarcón, became Chairman of the Board of Directors and continues as Chief Executive Officer and President.

Currently, Mr. Alarcón is responsible for SBS’ long-range strategic planning and operational matters and is instrumental in the acquisition and related financing of each SBS station.

WXTV Reboots Its 11pm Newscast, With Millenials In Mind

With increased competition from NBCUniversal O&O WNJU-47, the Telemundo station serving the New York Tri-State Area, Univision Communications is fighting back by retooling the 11pm newscast at its O&O in the nation’s No. 1 market.

Starting Sept. 30, a new format for “Noticias 41 Solo a las Once” will debut on Univision’s WXTV-41.

This will see anchor Yisel Tejada ” deliver a deep dive into top headlines, moving beyond the anchor desk for in-depth coverage on the stories impacting Latinos in the New York City metropolitan area the most.”

In a risky move,  “Noticias 41 Solo a las Once” will also include “panel discussions featuring experts with opposing views on the day’s topics — and viewer input via social media.

“Viewer participation will play a part of the refreshed newscast, with anchors posing questions to viewers and reading their comments in real time on-air via a new 84-inch mobile touch screen monitor on set,” Univision says.

Univision New York VP of News Esteban Creste explained, “Our audience has asked us for a truly interactive news format and we are thrilled to deliver with the reimagined ‘Noticias 41 Solo a las Once.’ By going beyond the headlines and giving our viewers in-depth coverage of the stories that affect our community the most, our audience will get the accurate and actionable news they need to make informed decisions for themselves and their families.”

It’s a gamble for Univision, which is more reliant than ever on Dominican viewers than Puerto Ricans and the market’s small Mexican population as rising bilingual consumers opt for English-language news on WCBS-2, WNBC-4 or WABC-7, if Telemundo’s WNJU-47 isn’t desired.

It also signals a push to attract more millennials and Gen Z consumers, despite research suggesting that they don’t watch local newscasts, especially at that hour.

A ‘Pop & Latino Culture Convergence’ Takes Shape

It takes a little Ingeñuity to get a ghost of Mexican heritage to awaken the senses of Latin alternative rock fans — and the savvy marketers that stand to benefit from participating in a new experience set to debut on Día de los Muertos in a city known for sin.

With the right recipe, it is the hope of Ingeñuity, a company led by David Chavez, that “thousands of Latin music and pop culture fans” will gather at the Rio Las Vegas hotel and casino for a Day of the Dead music and Latin culture exhibition taking the name FANTASMA: THE AWAKENING.

The “three-day convergence of pop and Latino culture” is no Woodstock, but perhaps more on track than the Woodstock 50 event, which has experienced a series of setbacks that are poised to make that event the next Fyre Festival.

FANTASMA is planned for November 1-3, and legendary Latino alt-rockers Ozomatli are already on the bill.

“FANTASMA is a culturally driven carnival for your soul – offering a spectrum of see, hear and feel adventure for millennials and generation Xs,” said Chavez, who founded Kansas City-based Ingeñuity in 2015 after an 11-year run as CEO of event marketing firm LatinPointe. From 1992-2004, Chavez was Director of Strategic Relations and Marketing at the National Council of La Raza.

He adds that FANTASMA should be thought of as a “Latino Comicon + National Dia De Los Muertos Celebration + Latin All Genres Music Fest. “There’s nothing else like it in the market,” he said.

With a successful Las Vegas launch, Chavez hopes to bring FANTASMA to other top Hispanic markets across the U.S.

 


For more, please click here for a short video

Tickets ($25-$175) are available at www.FANTASMAusa.com.

How and Why Netflix Dominates ‘Latinx’ Millennial Viewing

Of all the sources for television content available today, Netflix commands the greatest share of streamed TV viewing among Latin millennials, defined as Hispanic adults between the ages of 22 and 37.

That’s according to the latest FOCUS Latino: The Media Landscape 2019 report published by Horowitz Research.

“Latinx” millennials spend 34% of their streamed TV time with the service— 3 in every 10 hours, on average— while Amazon Prime Video and Hulu each enjoy about 10% share of viewing.

The remaining 46% of streamed TV viewing is spent using services including YouTube, network sites and apps, TV provider sites and apps, and others.

In contrast, Netflix’s share of streamed TV viewing among non-Hispanic millennials is 28%.

In fact, four in ten Hispanic millennial viewers who have a TV (38%) say that, even when sitting down to watch TV in front of a TV set, Netflix is their first, go-to source, compared to 29% among Hispanic TV viewers overall and just 20% of total viewers.

Netflix Connects with Latinx Identity Through Content Offerings

Netflix’s ability to leverage a wide and deep variety of well-branded, familiar content from major studios, mainstream broadcast and cable networks, and Spanish-language networks like Telemundo —combined with its own selection of critically acclaimed original content — resonates particularly well with Latinx millennials, Horowitz notes.

“This audience has a wide variety of content interests and is linguistically and culturally fluid. They seek quality content that reflects the diversity of their milieu and their lives.”

For example, about half (52%) of Hispanic millennials say they find it very relatable when TV shows and movies feature characters who are bilingual and/or who are bicultural, and 58% wish there were more TV shows and movies that feature bilingual and/or bicultural characters.

At the same time, some 73% of respondents agree that Netflix is doing a good job offering content that appeals to people like them, higher than any other network or streaming service tested, suggesting that Netflix is filling an important void in the content landscape for this audience.

Moreover, 75% of Hispanic millennials watch TV in Spanish at least occasionally.

This, Horowitz says, underscores that resonating with Latinx millennials is both an English and Spanish-language opportunity for networks and advertisers striving to reach the audience.

Netflix seems to have gotten the message: 8 in 10 Latinx millennials who watch in-language content turn to Netflix at least occasionally for its Spanish-language content offerings.

Meanwhile, about 4 in 10 Latinx millennial streamers feel that the “amount of content available today is overwhelming” and are finding it “harder and harder to find new shows to watch,” suggesting there is continued demand for managed entertainment services that offer the aggregated content discovery and browsing experience that cable and satellite providers offer, but in the streamed environment. And, there remains a yearning for the days of “must-see TV.”  Four in 10 Latinx millennial streamers say they are finding it “more difficult now to talk about TV shows with other people” since people are watching on-demand, and some 53% of Latinx millennial streamers have at least one show they try to watch as close to airing as possible to be able to participate in the “buzz” about the show.

Most critically for Netflix, the value of the service is substantially bolstered by the vast library of syndicated, network content the service offers. In the Horowitz study, 45% of Latinx millennial Netflix users- and over half (52%) of non-Hispanic millennial users- concurred that if major networks NBC, Fox, AMC, etc., pulled their content from Netflix, they would consider cancelling their subscription.

As more media companies — like Disney Media Networks — launch their own streaming experiences and withhold their content from Netflix, it remains to be seen whether Netflix can continue to differentiate through its original content to retain Latinx and other millennial audiences, Horowitz notes.

“Netflix has transformed the media landscape for Latinx millennial audiences by providing access to the innovative, culturally resonant, and differentiated content they crave — in English, in Spanish, and even bilingual — that many other mainstream media companies have been slow to lean into,” says Adriana Waterston, SVP of Insights and Strategy for Horowitz Research. “Latinx and other multicultural millennial audiences are undoubtedly the most valuable audiences for media companies today, and they have grown to love what Netflix has been providing them. It will be interesting to see what happens when other major media companies decide to commit to super-serving this audience.”

For many traditional players, this would require taking risks with their programming — like incorporating more bilingual dialogue or focusing on diverse heroes and storylines — that they have typically shied away from,” she says.


The FOCUS Latino Media Landscape 2019 study provides viewers’ self-reported share of viewing for many of the popular services, including YouTube, HBO, virtual MVPDs, and others.

from The Adam R Jacobson Multicultural Consultancy