Category Archives: 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.

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.

 

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.