Category Archives: Featured

IMMIGRANT ARCHIVE PROJECT PARTNERS WITH AZTECA

Azteca America  has partnered with the Immigrant Archive Project (IAP) to present “Quienes Somos” (Who We Are), a  video series that documents the struggles faced by Hispanic immigrants to the U.S. from all walks of life. The campaign launches across the network’s stations on Monday, February 26.

“Quienes Somos” will highlight the myriad contributions that Hispanic immigrants have made to America through their collective and individual experiences. In the video series, Latino immigrants, from popstar Luis Fonsi to everyday heroes making a difference in their communities, speak to themes such as the importance of education, recalling their first days in the U.S. and the impact others have made on their journeys. Also featured in the series are:

  • Dr. Eduardo Padron, President, Miami Dade College, remembers being inspired to succeed by the promise he made to his mother
  • Actor and producer Edward James Olmos shares the story of his immigrant father
  • Gabby Pacheco, a leading immigrant rights advocate, offers advice to undocumented youth
  • Indy 500 Champion Tony Kanaan looks back on a childhood promise that’s taken a lifetime to fulfill

“The IAP’s important work is incredibly relevant and makes for essential viewing in today’s polarized climate,” said Enrique Perez, Executive Vice President, Azteca America TV Station Group. “We are fortunate to shine a light on these bright, creative, hard-working people who all have made sacrifices to achieve the American dream.”

“All of us at the Immigrant Archive Project are honored to partner with Azteca America in the creation of ‘Quienes Somos.’ These unscripted stories, told in the subject’s own words, contain a truth that simply cannot be captured in any other way,” said Tony Hernandez, co-founder, Immigrant Archive Project. “There is a pressing need to understand the modern immigrant experience so that future generations may learn from the collective immigrant experience. Azteca is a wonderful partner to help bring these stories to a wide television audience.”

“Quienes Somos” will air on all Azteca America stations throughout 2018.

Claritas Acquires Geoscape

Geoscape, the Miami-based business intelligence firm founded by Cesar Melgoza, has been acquired by Claritas LLC — a former unit of Nielsen purchased one year ago by the Carlyle Group and The Indian Hill Group.

Terms were not disclosed.

News of the acquisition was shared by Geoscape in a client communiqué sent via e-mail at Noon Eastern on Tuesday (1/9).

Commenting on Claritas’ acquisition by Carlyle and Indian Hill from Nielsen, Melgoza said this was done “with the intent of building a world-class business intelligence enterprise. I’m very pleased that we fit perfectly into that vision.”

Claritas, like competitors including Mintel and GfK, helps companies understand distinct consumer segments while finding the customers best-suited for certain products and services. Claritas is known such segmentation systems as PRIZM.

“I, along with the leadership team at Claritas, am confident this news will benefit you as an innovative marketer,” Melgoza said. “Claritas brings a team of demographers, data scientists, analysts and recognized experts across all major industries. Geoscape and our customers will benefit from increased investment in cultural segmentation, research and access to broader resources to accelerate product innovation and growth.”

For Claritas, the inclusion of Geoscape enables the incorporation of data-driven insights on the multicultural population into its current products and services.

All clients will continue to have access to the Geoscape resources. “Over the longer term, we will find ways of integrating our combined assets so that you may harness the best-of-the-best in this field,” Melgoza said.

Melgoza will retain his role as CEO of Geoscape “while helping to maximize the value of Claritas resources for our clients and simultaneously helping Claritas extend the value of Geoscape to its clients – which all have now become our mutual clients.”

It was not immediately known if other Geoscape employees will be remaining with the company or transitioning to new positions elsewhere.

 

It’s Here: HISPANIC CMO Thought Leaders 2017

Hispanic Market Overview is proud to announce the Nov. 6, 2017 distribution of Hispanic CMO — Hispanic Thought Leaders 2017

This report, produced by The Adam R Jacobson Consultancy and Hispanic Market Overview, is distributed exclusively by HispanicCMO.com and HispanicAd, the multicultural marketing and advertising industry’s information leader.

This year’s report features 10 outstanding individuals who have been honored as 2017 Hispanic Thought Leaders.

The 10 2017 Hispanic Thought Leaders profiled in the fourth annual Hispanic CMO special report 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.

Respected Hispanic market expert Gilbert Dávila, president and CEO of Dávila Multicultural Insights, served as the curator of the 2017 Hispanic Thought Leaders list, working with a team of industry professionals and HispanicAd in singling out these individuals based on their contributions to Hispanic marketing and advertising.

This is not a ranking, as was the case with the Hispanic Thought Leaders reports in 2014 and 2015. Individuals are honored in alphabetical order; we salute their achievements equally.

The 2017 Hispanic CMO Hispanic Thought Leaders report also features a FIRSTTHOUGHT feature on Michael Lacorazza, who leads the development of scaled, integrated marketing campaigns for Wells Fargo Bank.

To view this year’s report, visit HispanicAd.com from Monday, Nov. 6.

Past editions of the Hispanic Thought Leaders report are also available for download at no charge, thanks to our sponsors.

Participating Sponsors

AARP

Ad Castells

Anomaly

Azteca America

C-Com Group

d expósito & partners

Entravision Communications

ESPN Deportes

Eventus

Grupo Gallegos

Hispanicize

Orci

Pandora

Richards / Lerma

Sprint

St. Jude

Telemundo

TRANSITION AND TUMULT: THE STATE OF HISPANIC ADVERTISING

NOW AVAILABLE:
HISPANIC MARKET OVERVIEW 2017, presented by López Negrete Communications

If the U.S. Hispanic marketing and advertising world were to have a mascot of its own, Eeyore, from the Winnie the Pooh series, might make a good choice for some.

Pessimistic, gloomy, depressed, and anhedonic — that’s the atmosphere plaguing an industry that’s having a hard time coping with “total market” dictates, right?

Perhaps not.

If Eeyore is indeed the choice, include it in the piñata parade that offers a visualization of just where Hispanic marketers and advertising agency professionals find themselves in the second half of 2017.

They’re the proverbial piñata, getting pummeled from all sides.

But, is it warranted? Is it exaggerated?

That’s a question the 2017 edition of the annual Hispanic Market Overview report from Adam R Jacobson seeks to answer fairly, succinctly, and without fear.

We know things are hard. That’s why we’re asking about the overall growth forecast and pacings.

We also want to know if the transition at the White House really impacted Hispanic marketing and advertising, or if it’s just a convenient excuse for other problems.

Are budgets growing, or are things in any way impacted from the transition in the White House, as some have suggested?

The eighth annual HISPANIC MARKET OVERVIEW 2017, presented by López Negrete Communications dives into what’s exciting, challenging and motivating the Hispanic ad agency leaders of today. What categories are thriving? Which ones are fumbling?

Our pledge: To give the reader the total picture of an industry that’s in transition, and perhaps tumult.

HISPANIC MARKET OVERVIEW 2017, presented by López Negrete Communications
hmo_17Publisher: Adam R Jacobson
The Adam R Jacobson Consultancy
1161 S Park Road, Suite 205
Hollywood, Fla. 33021

West Coast: 818-231-1546
East Coast: 954-417-5146
Twitter: @adamrjacobson1

For future advertising sales solutions, please contact Gene Bryan at GBryan@HispanicAd.com

Did Jose Villa Just Kill Your Business?

In a declaration distributed over the Thanksgiving holiday — appropriately, on Black Friday — José Villa, President of Los Angeles-based digital cross-cultural agency Sensis put another dagger into the fragile heart of U.S. Hispanic marketing.

Via the widely read MediaPost blog, Villa made the audacious proclamation that “Millennials and Gen Z are the Hispanic market.”

Using Geoscape data, a pie chart showed the following:

  •  Millennials now comprise 29% of the U.S. Hispanic population
  • Generation Z is now 36% of the U.S Hispanic population

That’s right. Some 65% of the Hispanic population falls into this group.

So, it’s natural for a digital guy who needs business to put marketer focus on this digitally savvy group, and hype up bilingual, bicultural blah-blah while ignoring some simple statistics that continue to get ignored by agenda-driven  business leaders.

  1. Who has the greatest amount of disposable income?
  2. Who depends more on Hispanic (i.e. Spanish-language media) than any other Latino group?

I challenge you to put “Gen Z” and “Millennials” as one of your top 3 answers.

Ladies and gentlemen, we are at a crossroads as an industry ready to tear itself apart over the digital revolution, increased use of English as a preferred language (but not an exclusive one), and advertisers who still only know what we as an industry tell them.

So let’s start telling them the truth and stop depending on agenda-driven save-my-business propaganda.

If not, the clients will be eating ostrich burgers with sofrito and adobo made from the contracts you lost.

Villa writes, “Most Hispanic marketing, however, is still focused on the 35% of older Hispanics and their Spanish-language media consumption.”

Well, did Villa ask perhaps why?

  1. The AARP Latino has far more disposable income. They are more likely to own or rent their own home. They likely spend more on travel, on health care, on clothing, on … well, just about anything.
  2. Older Hispanics are more dependent on Spanish-language media consumption. So, as a brand manager with a total marketing directive and limited budget, this would be more effective since younger Latinos can be reached on The CW and ABC, right?

Citing Nielsen and Kantar Media, Villa notes that 79% of major Hispanic media spend in 2015 went to TV (network + spot + cable) – “most of which went to Spanish-language broadcast and cable networks like Univision, Telemundo, ESPN Deportes and Discovery en Español.”

Here’s a serious question for you, José: Where else would be as wise as an investment in a total market world??

Villa continues about how the millennials aren’t getting their fair share of ad dollars, with regard to Hispanic efforts.

“While Millennials do watch Spanish TV, we know from our research that it is only a small part of their overall TV consumption – less than 1/3 of their average 15 hours of TV viewership per week. We also know that Hispanic Millennials and Gen Z spend most of their time consuming digital media. According to Simmons Connect (Spring 2016), digital makes up almost half – 47.3% – of Hispanic millennial media consumption on a weekly basis, or 45 hours per week! Yet almost 80% of Hispanic media spending goes to Spanish TV?”

As has been said many times in various ways, a Facebook “like” is not a sale.

We have put too much focus on millennials and Gen Z, a generation that has far less dollars than the Baby Boomers.

Yet we continue to be fixated on a Madison Avenue model that is stuck in the 1970s with respect to who the key target should be — first-time homebuyer, newlywed, baby on the way.

IN 1975 that could describe many a 27-year-old.

Today?

Give me a break.

“The reality is that the business of Hispanic marketing is still stuck in the past,” Villa writes.

That is incorrect. The entire U.S. marketing industry is stuck in the past by continuing to hyperfocus on a segment of consumers that may be trend-setting but aren’t the biggest spenders.

That must radically change if advertising agencies hope to stay relevant in the next five to 10 years. Otherwise, every major will have an in-house shop capable of doing the things you failed at in 2016.

Telemundo Unveils A Wide Slate For The Upfronts

By Adam R Jacobson

NEW YORK (May 15, 2016) — Three days ago, a press breakfast held by NBCUniversal at the Museum of Arts and Design on tony Columbus Circle revealed a bevy of details on what Telemundo and cable TV sibling NBC Universo had in store for marketers eager to reach bilingual, bicultural millennials through social and digital platforms.

However, a cone of silence was placed on what the networks would be putting in the Upfront spotlight for 2016-17.

We can now reveal that Telemundo will be playing up four “Super Series” telenovelas, a Sunday early-prime children’s talent show, and a late show hosted by iconic former Univision personality Mario Kreutzberger — better known as “Don Francisco.”

Over at NBC UNIVERSO, season three of the dubbed-in-Spanish The Walking Dead will be highlighted, as are a Hispanic celebrity reality series.

There’s also a development and production deal with the estate of Jenni Rivera, perhaps the biggest draw for NBC UNIVERSO’s previous incarnation, mun2. The arrangement allows NBCUniversal’s Hispanic properties to produce a number of series and specials “inspired” by Rivera–including a bio-musical television series that sounds similar in concept to the Celia telenovela based on the life of the late Cuban entertainer Celia Cruz.

There will also be a “Jenni Vive” tribute concert in memory of the regional Mexican vocalist, who perished in a plane crash in Mexico in December 2012.

“The U.S. Hispanic market continues to be the biggest growth opportunity for any business,” Cesar Conde, Chairman NBCUniversal International Group and NBCUniversal Telemundo Enterprises, said in prepared remarks. “We are investing in the most innovative original content, a $250 million state-of-the-art facility and talent in front of and behind the cameras. We are pleased our investments are paying off.”

Luis Silberwasser, President of Telemundo Network and NBC UNIVERSO, added, “Heading into this Upfront season, we’ve gained more viewers year-over-year in Monday-Friday prime-time among key demos and are capitalizing on that momentum continuing to close the gap with [Univision].”

NEW SERIES SET FOR TELEMUNDO

Is it Better Call Saul for the telemundo set?

El Chema, a spin-off of El Señor de los Cielos starring Mauricio Ochmann, tells the story of Chema Venegas’ first years working in Mexico’s world of organized crime and his ascension to becoming the renowned cartel leader seen in Cielos, which is returning for a fifth season on Telemundo.

Meanwhile, viewers will be treated to a series based on the late Venezuelan dictator Hugo Chavez as his legacy has resulted in the near collapse of the oil-rich nations government and infrastructure.

Hugo Chavez, El Comandante stars Andres Parra as Chavez in “a fictional story inspired on the life of Hugo Chavez.”

Another key Telemundo prime-time offering is Señora Acero 3, La Coyote, the third season of the successful Señora Acero Super Series franchise, starring Sergio Goyri, Carolina Miranda and Luis Ernesto Franco. The series focuses on Vicenta Rigores, a courageous and rebellious woman who stands out in the male-dominated world of smuggling as the most feared and notorious coyote on the U.S. Mexican border.

Serialized Dramas

The breasts are back!

Sin Senos Sí Hay Paraíso, the sequel to Sin Senos No Hay Paraíso, tells the story of Catalina “La pequeña” (the small one), who seeks to redeem her family from the world of violence and prostitution that has brought them so much loss and misery. Starring Fabian Rios, Catherine Siachoque and Carolina Gaitan, the new story reflects the reality of a new generation of women determined to succeed in life without resorting to plastic surgery or falling for the lure of easy money.

Season two of La Querida del Centauro continues the story of Centauro’s revenge on Yolanda, his former mistress, and Gerardo, the detective who sought to bring him to justice. After being on the run from the authorities for two years and tired of the bloody war between his cartel and his rival’s, Centauro decides to fake his and his son’s deaths. This way, he will be able to rebuild his empire without the police after him, and, more importantly, allow him to carry out his plan for vengeance. Upon hearing the news of the deaths, Yolanda and her daughter Cristina, as well as Gerardo and his adoptive son, Gato, are able to return to Mexico from Canada, where they have been living under the Witness Protection Program. But it won’t be an easy return for Yolanda, as el Centauro will use all of his cunning and power to destroy her and her loved ones in his quest for revenge.

New to Telemundo is La Doña, based on Doña Barbara, the literary work by Romulo Gallegos. It’s a story of revenge and ambition, seduction and betrayal; all told from the perspective of an offended and abused woman named Altagracia.

In other Telemundo news, two musical dramas and comedies with working titles will be shared to Upfront attendees. One follows the story of Julio Cesar Solar, a Regional Mexican Music idol, whose death is the spark “that ignites this story of betrayal, rivalry, love and the search for fame at any cost.” The other is a series written by veteran actress Angelica Vale that shows what happens when an ultimate fan of a famous telenovela actor link up.

As previously reported in Multichannel News’ Hispanic Television UpdateSilvana Sin Lana has kicked off production and marks the return of Carlos Ponce to Spanish-language TV.

Family Viewing Dominates Sunday Nights

With a working title of Los Reporteros, Conde and Silberwasser are hoping Telemundo’s multi-million dollar investment in its news operations will also result in interest for Hispanic television’s long-awaited answer to CBS’s 60 Minutes. This hourlong news magazine produced by Noticias Telemundo will showcase four interviews with politicians and celebrities.

The show will likely air opposite 60 Minutes, at 7pm ET/6pm CT.

At 8pm ET/7pm CT is not La Voz Kids but a new series with the working title of Siempre Niños — a kid-focused talent show. In the 9pm ET/8pm CT slot is a show featuring ZooMiami wildlife expert Ron Magill, guest celebrities, and exotic creatures and wild animals. The 10pm ET/9pm CT slot goes to Don Francisco, who gets an hour-long variety show that will likely borrow ideas and inspiration from the now-concluded Saturday evening series Sabado Gigante but on a new night and in a truncated format.

The abundance of family fare is striking for Telemundo, as it recalls a programming strategy not seen on English-language television in decades.

Lastly, Telemundo is expanding its weekday morning show, Un Nuevo Día, by 90 minutes, starting in early 2017.  The news and entertainment program will now air from 7am ET-11:30am ET, allowing for continuous coverage on both the East Coast and West Coast. The live show is hosted by Rashel Diaz, Adamari Lopez, Ana Maria Canseco, Daniel Sarcos and Diego Schoening.

NBC UNIVERSO GETS REAL

“Zapata Justice” – Set in a Texas border town, “Zapata Justice” follows the Mexican-American members of the small town’s Sheriff’s Department as they fight to protect their own from dangerous criminal activity.

“The Riveras” – The celeb-reality series follows the lives of the late regional Mexican music icon Jenni Rivera’s biggest legacy – her children. The Riveras are Mexican Regional Music’s most beloved family, but you’ve never seen them like this.  See Chiquis Rivera and her younger siblings step up and pull together to raise each other with humor and love; and go for their biggest dreams.

Editor’s Note: Telemundo declined to provide details regarding its 2016-2017 Upfront prior to the editorial deadline and publication of the 2016 Hispanic TV Upfront Guide. Information was first provided to members of the press May 14 with an embargo date of May 15 at 4pm. HispanicMarketOverview.com and HispanicAd.com have agreed to abide by Telemundo’s embargo.

AHAA: Financial Services, Insurance Companies See Revenue Boost From Hispanic Ad Spend Bump

AHAA: The Voice of Hispanic Marketing released a new comprehensive study at the ANA Multicultural Marketing & Diversity Conference which reveals a positive connection between corporate ad allocation targeting the Hispanic market and overall revenue growth for the Financial Services and Insurance sectors. According to the new study, a 5 point shift in advertising allocation from English to Hispanic media results in a Total Market revenue boost of 6.4 points in Revenue CAGR for the Financial and Insurance sectors.ahaa13

 

“This new information is compelling because the data indicates that the Hispanic market can be a big determinant in corporate success,” said Carlos Santiago, chair of AHAA Research Committee and CEO of Santiago Solutions Group.  “Financial Services and Insurance companies not only want to gain market share among their competitors but they also want to provide growth and stability for their investors – investing in Hispanic marketing is a clear strategy in achieving both these objectives.”

Financial/Insurance companies shifted almost $100 million in four years to Hispanic Media, at twice the rate of English media increases. Shifts in Hispanic Dedicated Allocation alone explain about 22 percent of the category’s change in topline revenue growth. The Financial/Insurance category spends a total of $352 million against Hispanic media. On average, it allocates 5.5 percent, or $10.1 million, of its advertising budget to Hispanic – this is a 35 percent increase since 2010. State Farm leads the charge in both investment percentage against Hispanic dedicated efforts at 22 percent and total Hispanic ad spending at $109 million. Wells Fargo, Nationwide, Allstate, JPMorgan Chase, American Family, AFLAC and MasterCard are close behind, setting the pace of the sector.

“AHAA’s research proves that companies applying a Total Market approach with well-funded in-culture Hispanic efforts are more likely to achieve greater overall growth than those marketers integrating Hispanics into their current English efforts,” said AHAA Chair Linda Lane Gonzalez, president of viva partnership. “The most successful campaigns lead with consumer insights that are then integrated, segmented and aligned – that is the winning combination driving superior growth performance.”

Methodology
Data was collected from Nielsen Monitor Plus which tracked over 340,000 companies’ advertising expenditures in English and Spanish.  This data was analyzed by Santiago Solutions Group for AHAA.  SSG divided companies into 5 Tiers according to the percent allocation to Spanish/Bilingual media: Best-in-Class (more than 14.2%), Leaders (6.4%-14.2%), Followers (3.6%-6.3%), Laggards (1.0%-3.5%), and On the Sidelines (Less than 1%). SSG also segmented the Top 500 Overall Spending (English + Spanish) Companies for years 2010-2014, thus permitting the analysis of trends in the marketplace. Ad Spend Includes spending in Network TV, Spot TV, Cable TV, Radio, Magazines, Newspaper & FSI. It excludes B2B, Display, Outdoor and Cinema.

La Prensa, Excélsior Newspapers Return To Inland Empire, OC

The following is a press release related to material contained in the 2015 Hispanic Market Overview. To view the report, please visit http://reports.hispanicad.com/reports/HMO-2015/

SANTA ANA and RIVERSIDE, CALIF. – May 1, 2015 – To actively engage and better serve the 3.3 million Latinos that live and work in Riverside, San Bernardino and Orange counties, Freedom News Group is reintroducing its weekly Spanish-language UNIDOS newspaper as two distinctly local editions – La Prensa and Excélsior – starting today.

La Prensa, founded in 1999, concentrates on news and information specific to Riverside and San Bernardino counties. Excelsior, founded in 1992, focuses on Orange County. The two newspapers had previously been combined and renamed as UNIDOS in March 2014.

Both newspapers also cover topics of general interest to the Latino community, and are closely integrated with Freedom News Group’s daily newspapers, The Press-Enterprise and The Orange County Register.

Additionally, the newspapers will also launch local websites on ocexcelsior.com and laprensaca.com websites this summer, leveraging a mobile-friendly platform that delivers market-specific content and location-based advertising.

Total Friday circulation for the two newspapers is 170,000. La Prensa distributes 95,000 copies in Riverside and San Bernardino counties, and the eastern tip of Los Angeles County. Excélsior distributes 75,000 copies in Orange County.

The evolution is a direct result of feedback from readers and advertisers, who had developed strong affinities and recognition for the newspapers under their original names, said Orlando Ramirez, Publisher of La Prensa and Excélsior.

“Together La Prensa and Excélsior have a combined history of nearly 40 years, and have played important roles in the Latino community,” Ramirez said. “By re-launching these brands, we honor our history and renew our commitment to the growing Latino markets in the Inland Empire and Orange County.”

Ramirez, a 33-year journalism veteran in Southern California, will be hosting Meet the Publisher events with Latino leaders at the newspapers’ offices to explain how they can be more actively involved and engaged with their local newspapers.

Orange, Riverside and San Bernardino counties are among the most desirable in the nation for reaching Hispanics with expendable income and buying power. When combined, the three counties rank as the second largest Latino community in the nation based on population.

Section-specific, run-of-paper and insert advertising is available in both newspapers. Insert ads may be targeted to north and south zones in Orange County, or one of six geographic zones to reach Riverside or San Bernardino counties.

Both papers are distributed across nearly 3,000 rack and retail locations. Distribution is audited, and focuses on Hispanic-dominant communities and locations where multigenerational Hispanics live, work, shop and play. They include Latino grocers, family and children’s clothing stores, restaurants, coffee shops, toy stores, electronics retailers, beauty salons and entertainment venues.

Each award-winning newspaper contains the following three sections:

•Noticias: Spotlights news, business developments and newsmakers on a local, regional, national and international level – with a special focus on Latin America where readers have deep roots and family connections;

•Deportes: From the Mexican and European leagues soccer, as well as MLS soccer to upcoming boxing matches, MLB, NBA and NFL, Deportes covers the the major league teams as well as local fútbol club leagues triumphing on the neighborhood fields.

•NEXT: The section appeals to bilingual and multigenerational Hispanics who love all things entertainment – celebrity news, movie and music event listings and reviews, a gossip column, nightlife, fashion, trending topics on Twitter, top 10 lists and crossword puzzles. A robust list of events will also be included in the section, to offer suggestions on things to do and places to go throughout the weekend and coming week.