Tag Archives: Hispanic market analysis

Sights and Sounds from Hispanic Upfront Week

From May 13-15, I had the pleasure of attending my first Hispanic Upfronts in New York. My presence at events hosted by Liberman Broadcasting’s Estrella TV, Azteca America, Univision, Discovery Networks, Telemundo/Mun2, Fox Hispanic Media, Vme, Tr3s, Editorial Televisa, NuvoTV, and ESPN Deportes was tied to my work on the 2013 Post Hispanic Upfront Guide, which in just 48 hours after its May 21 release had been downloaded by nearly 6,000 individuals.

While the guide includes all of the information you need on new shows heading to Spanish-language broadcast and cable television networks in the next 12 months, we were unable to include some of the sights and sounds of the Upfronts due to tight deadlines at B&C/Multichannel News and the nature of the Guide, which is distributed in PDF form.

The May 14 Univision upfront, which put the spotlight on heartthrob William Levy, adaptations of Breaking Bad and Gossip Girl  set to air on UniMas, and its “all for one” philosophy of 360-degree marketing, concluded with a performance from Enrique Iglesias. Here are two snippets:

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Telemundo's 2013-14 Upfront, from the Press Gallery

 

That evening, Telemundo turned up the heat at the gorgeous Jazz at Lincoln Center venue at Time Warner Center by bringing out the cast of its breakout hit La Voz Kids — Paulina Rubio, Roberto Tapia and Prince Royce.

The show, which airs Sunday evenings, has already been picked up for a second season.

Telemundo concluded its Upfront presentation by perhaps trumping Univision in bringing out an entertainer that proved to better resonate with its audience than Iglesias — Marc Anthony.

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STUNNING VENUES

Univision’s Upfront presentation was held in the New Amsterdam Theater, one of the first to be refurbished as part of Times Square’s rebirth in the early 1990s. As you can tell from the video posted of Iglesias, the acoustics are incredible as are the views from the upper-deck seats.

 

Fox Hispanic Media’s 2013 Upfront presentation was held at Alice Tully Hall, in Lincoln Center. The venue was perfect as programs from MundoFox, the newly rechristened Fox Life (formerly Utilisima), NatGeo Mundo, and Fox Deportes were previewed; photography inside the theater was prohibited.

Meanwhile, Telemundo’s choice of Jazz at Lincoln Center proved to be extra-special for those who enjoy great views of New York. The post-Upfront party was held in a large expanse outside of the black box theater, with a Latin Jazz act performing in front of floor-to-ceiling windows with billion-dollar views of Columbus Circle.

 

 

 

 

 

Finally, one of the more stunning views of the night was seen from my hotel room (trust me, it wasn’t that fancy) upon returning for the night. Univision made a deal with the Empire State Building to put its Univision Network logo colors on the crown of the tower. It was a magnificent sight.

 

 

 

 

 

 

 

 

 

 

Lastly, I wanted to share the following picture snapped on a Trailways bus from New Paltz, NY to the Port Authority as I made my way to Manhattan on May 13 for the Upfronts. I found the marketing effort to be brilliant and commend the team at Johnson & Johnson for its creativity.

Think about it: You’re having a tough morning and you may need a Red Eye or strong coffee to get you up and going and not-so blurry eyed. Of course, a few drops of Visine can also help with the red eye and getting rid of any blurriness. So, when you’re done with your coffee, enjoy this coupon for eye drops that can perhaps go beyond what a coffee can do.

America Is Becoming More Latino, And It Can’t Be Stopped

In an opinion piece appearing in the April 21, 2013 edition of The New York Times, Washington Bureau Chief David Leonhardt declares that Hispanics are “the New Italians.”

To be fair, Hispanics could also be “the New Germans,” or perhaps the New Chinese or New Jews. Each of these groups, when they first arrived on American shores in the 1800s, continued to use their native language and clung to their culture in ways that led Americans to wonder if these new immigrants would ever assimilate.

As we all know, Germans and Italians are fully integrated into the American mainstream. All but a small segment of observant Jews and first-generation Chinese are also largely assimilated. And that’s where the Latino population is headed, Leonhardt concludes. Citing Pew Research Center data featured in the February 2013 report Second-Generation Americans, Leonhardt points to higher high school and college graduation rates among second-generation Latinos, compared to first-generation Latinos. He also took note of the higher home ownership rates and median household income among second-generation Hispanics.

The findings could present even more headaches for Hispanic advertising agencies and multicultural marketers who every day are confronted with findings that suggest Hispanics—like every previous group of immigrants—will eventually “become American.”  Of course, we know better. The reverse is happening. America is becoming more Latino. And, this can’t be stopped.

As Leonhardt points out, “unlike previous generations of immigrants, today’s can remain in daily telephone and video contact with their homeland.”  In the case of Hispanics, one has instant access to Spanish-language television, radio, print media, digital media, and social media created expressly for U.S. audiences. Italians and Germans didn’t exactly have their Univision.

AmericanUniversity history professor Alan Kraut, interviewed by Leonhardt, believes that “everything with Latinos points to a very typical pattern of integration in American life in a generation or two.”  That’s not entirely true. While future generations of Latinos will indeed have higher matriculation levels, leading to greater income potential and increased buying power, they remain closely tied to their culture and their heritage. As a result, Hispanics aren’t assimilating. Rather, they are reshaping what it means to be American.

As we discuss throughout Hispanic Market Overview 2013, set for release April 29 exclusively by HispanicAd.com, Spanish-language media is alive and well, and growing. Digital platforms are bringing culturally relevant content—and marketing messages—to a growing group of consumers that use Spanish, or English, or both. Pending immigration reform will increase the need for relevant Hispanic media.  An improved economy could bring another wave of immigrants from Latin America to the U.S.

Hispanic advertising professionals already know this.

The question is this: Are multicultural marketers willing to listen and learn?

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TeleFutura Finds A New Identity As UniMás

December 3, 2012

HispanicAd.com

There is no future for TeleFutura.

Effective January 7, 2013, the Univision-owned younger sibling of the top-rated Univision network will be transformed, with its goal apparently to serve the growing number of bilingual, bicultural young Hispanic adults in the U.S.

Dubbed UniMás, the broadcast network will rely on from Spanish-language producers including Caracol Televisión, RTI Colombia, and Televisa, HispanicAd.com reported earlier today.

Univision Communications CEO Randy Falco said in a statement that UniMás “is the result of Univision listening to our audience … UniMás delivers more action, more drama and more sports than ever before and will be another platform for us to celebrate our culture and connect America.” Although Univision did not specify UniMás’ gender target, the network now seems to be friendlier than ever to Hispanic men. The timing is particularly interesting, as UniMás comes following the fall 2012 rollout of MundoFox–a broadcast network that has taken a decidedly male approach with its prime-time telenovelas and other programming features.

“UniMás will offer the new generation of Hispanic Millennial trendsetters options for bolder content,” said Univision Networks president Cesar Conde. “We recognize the opportunity for offering an alternative to our audiences while maintaining our commitment to only delivering the best programming available. That is why we are making a significant investment in the new brand, with new content offerings and considerable off-network marketing efforts. We will deliver more of the best available Spanish-language programming, more series, more sports, and more movies that speak to what our audience is looking for.”

With the shift to UniMás, the network will debut in the U.S. two Colombian telenovelas — “Made in Cartagena” and “Quien Eres Tu” (Who are You) — and Televisa’s Mexican boxing-themed drama “Cloroformo.” UniMás will also serve as a broadcast home for Mexican National Team, Liga MX, CONCACAF Gold Cup 2013, FIFA Confederations Cup 2013 and World Cup 2014™ televised soccer coverage. This adds to holdovers from TeleFutura such as “Solo Boxeo” and “Contacto Deportivo,” a nightly sports wrap-up show. Also staying from TeleFutura are its slate of Hollywood feature films, dubbed from English to Spanish.

For more details, please visit HispanicAd.com