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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.”

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.

Loris To Lead Telemundo Election 2020 Efforts After Three Decades At Rival

Noticias Telemundo today announced it has named veteran news executive Patsy Loris as Senior Vice President, Elections 2020 and Special Projects, effective July 29.

Loris will be based in Miami and will report to Luis Fernandez, Executive Vice President of Network News at Telemundo.

Loris joins Noticias Telemundo after three decades at Univision Communications. Most recently, she was Executive Vice President of News and Executive News Director where she had direct oversight of the network’s morning show, daily entertainment and news magazine shows, and all network news programs including its digital, evening, late night, weekend and political affairs properties.

After starting her career at the Telemundo Miami affiliate, WSCV-Channel 51, Loris joined Univision Communications Inc. at the local affiliate in Miami WLTV-Channel 23. She then moved to the network where she built her career from the bottom up from weekend Producer, to Senior Producer, to Executive producer, and most recently to management positions in the news department.

Under Loris’ leadership, Univision News has earned multiple journalism awards and she has been recognized with an Edward R. Murrow Award, four national Emmys, and one regional Emmy.

Wynette Gallegos Ortiz A Houston Sales ‘Estrella’

LBI Media, a Spanish-language broadcasting company set to emerge from Chapter 11 bankruptcy protection, has appointed Wynette Gallegos Ortiz as director of sales for the Houston market.

In this role, she will be responsible for staff recruitment, training, and development, as well as sales performance and revenue growth for LBI Media’s cluster of television and radio stations. Ortiz is also at the helm of establishing new sales opportunities with potential partners, and championing a positive brand image. Her extended responsibilities include overseeing the daily operations of all departments in the Houston office and assisting out-of-market account executives to increase revenue in Houston.

She reports directly to COO Winter Horton.

Ortiz has been with LBI Media since 2001, starting as an account executive and quickly moving up the ranks and into management as local sales manager and eventually as general sales manager.

Ortiz began her career in 1993 at KQQK-FM “Tejano 106.5 FM” in Houston. In 2000, she made her transition to English-language radio, joining then-Clear Channel owned KTJM in Houston.

Soon after, in 2001, LBI Media acquired the station and converted it to its current Regional Mexican format.

After demonstrating a successful sales and leadership track record in radio and television, production, and promotional activations, Ortiz moved to local sales management in 2005 for LBI Media. She was promoted to GSM for KTJM, KQQK, KNTE and KEYH in 2010.

In August 2015, she welcomed the opportunity to add EstrellaTV to her duties, which she has been managing since for the network’s Houston market.

Sarabia Secured As ‘Telemundo 60’ Leader

Robert Sarabia has been named President and General Manager of Telemundo 60 / KVDA in San Antonio.

In his new role, Sarabia will be responsible for leading all station operations including news/digital, sales, marketing/promotions, human resources, community affairs, and technology/operations.

Sarabia is transferring from the VP/Sales role at Telemundo Houston / KTMD. He had been at KTMD since 2013. He reports to Manuel Martinez, President of the Telemundo Station Group.

“Robert is smart, innovative and a great leader. I’m excited that he’ll be leading our San Antonio station and look forward to seeing the new milestones he and our team will accomplish together,” said Martinez.

Sarabia is an Alamo City native.

“I am honored and excited to return home to San Antonio, where my career in broadcasting began almost 20 years ago,” added Sarabia “As San Antonio experiences many changes, Hispanics’ prominence as the largest demographic group in the market remains unchanged. I look forward to working with my colleagues at Telemundo 60 to continue serving South Texas’ Hispanic communities with the news, information and programming they deserve, and creating even more opportunities with KVDA’s advertisers and clients. I am thankful to my colleagues at Telemundo Houston for a memorable and successful six years.”

Before joining KTMD and NBCUniversal, Sarabia was Vice President and General Manager for Azteca America’s affiliate TV stations KYAZ Houston, KVDF San Antonio, and KADF Austin from 2011 to 2013.

He also held numerous roles with increasing responsibility, including General Sales Manager, at Univision stations KWEX and KNIC from 2002 to 2011.

Sarabia began his career in broadcasting at KSAT-12 the ABC affiliate in Houston in 2000.

Hispanic eSports Digital-Only Channel Launched By Telemundo

Telemundo Deportes has launched the first-ever Spanish-language esports channel in the U.S.

Offering fans more than 2,000 streaming hours of content a year featuring exclusive streamers, short-form content and competitions, the channel isn’t available on an MVPD or digital multicast.

Rather, the “channel” is a digital offering, accessible via livestream on Twitch and YouTube.

The EA Sports FIFA19 Global Series is the first competition to stream on the Telemundo Deportes esports channel, presenting exclusive coverage of the entire tournament, including the upcoming events from the Global Series and the Grand Final. 

Live coverage of the EA Sports FIFA19 Global Series begins with the Global Series’ EA FUT Champions Cup, April 5-7.

The FIFA Global Series will continue through the end of June followed by the exclusive stream of the Grand Final taking place in the summer.

“The launch of Telemundo Deportes esports channel strengthens our leadership position in the esports space and gives us an opportunity to further connect with the Hispanic, multicultural gaming audience,” said Eli Velazquez, executive vice president of sports content, NBCUniversal Telemundo Enterprises. “As the U.S. Spanish-language home of FIFA, we are thrilled to bring back the EA Sports FIFA19 Global Series and enhance our presentation of the event with the launch of the new Telemundo Deportes esports channel.”  

Telemundo Deportes’ esports channel is hosted by streamers Sofia Ornelas of Mexico and Juan “El Patan” Sotullo from Argentina. The two streamers present daily content and short-form video, including at least eight hours of livestreaming as they play some of the most popular video games.

Ornelas’ stream features her playing Overwatch and Fortnite while “El Patan” plays Rocket League and also the EA Sports FIFA 2019 as he competes in the FIFA Global Series.

Telemundo Deportes has streamed esports in the past including the NBC Sports Group and FACEIT’s Universal Open Rocket League tournament.