Tag Archives: Telemundo

Telemundo, Mazda Team Up For Multimedia Mini-Series

Do U.S. Hispanics care enough about a Hispanic baseball player currently playing for a Japanese professional baseball team where it may sway them toward a Mazda when shopping for a new vehicle.

Mazda North American Operations and NBCUniversal Telemundo Enterprises certainly hope so.

“A premier multimedia advertising campaign” has been launched that’s designed to introduce the redesigned Mazda CX-5 to U.S. Hispanic audiences through “¡Al Bate!” (Batter Up!) – an eight episode, documentary style mini-series featuring former MLB player Ramiro Peña, who currently serves as an infielder for the Hiroshima Toyo Carp of Nippon Professional Baseball.

Through Peña’s compelling life story, he describes his passion for the sport of baseball and his experience as an immigrant in Japan.

“Telemundo and Mazda will engage audiences in a way that is relatable and poignant to many Hispanic families in the United States,” Telemundo asserts.

The campaign was preceded by a series of Mazda media assets that ran in Japanese. Why? To generate curiosity and buzz among Hispanic audiences who are used to Spanish messaging on Telemundo’s digital platforms, including TelemundoDeportes.com, Telemundo’s Novelas App, and the network’s Facebook pages.

“Our partnership with Mazda allows us to be creative in the way we develop unique content that captures the attention of audiences regardless of platform,” said Laura Molen, EVP/Advertising Sales, Lifestyle Group and Telemundo Enterprises, at NBCUniversal. “¡Al Bate! is compelling, premium video content that is authentic to Mazda’s Japanese heritage and we’re excited to introduce it to the passionate Telemundo audience as we work to break through the clutter in the traditional advertising space.”

On Tuesday (7/25), “¡Al Bate!” will debut on TelemundoDeportes.com.

“In our mission to better connect with the Hispanic community, we recognize the importance of developing meaningful content that will ultimately create a connection between the Hispanic community and the personality and passion of the Mazda brand,” said Russell Wager, VP/Marketing for Mazda. “By partnering with Telemundo to create this mini-series, we are able to utilize its influence and credibility in the Hispanic community, and create authentic creative assets that are impactful to consumers.”

Vinyl & Copy: Why Multicultural Agencies And Records Are So Alike

Several years ago, perhaps at a Speed Dating event or a networking Happy Hour somewhere in Los Angeles, guests were presented with a series of ice-breaker questions to help start the conversation. The question posed to me was, “What’s the one thing you own that you’ll never, ever get rid of?”

Without hesitation, I responded, “My record collection.”

My LPs and 45 RPM singles are some of my cherished possessions. For years, friends and colleagues couldn’t understand why I had transported—at significant cost—my collection across the country each of the three times I’ve relocated in the last 25 years. Furthermore, how could I possibly be investing in additions to a collection that was perhaps outmoded and arcane, given the rise of the compact disc and, following that, digital downloads and streaming services?

My answer is simple: The iPod and my iPhone are great for hearing music, but the record player is the best device for listening to music.

There’s a difference between hearing and listening. It’s time to demonstrate that difference to marketers, brand managers and C-suite executives. Much has been said and shared about the rapidly evolving Hispanic market. But, have the decision-makers been listening to what has been said, and are they making choices based on efficiencies, rather than conclusions derived from the largest amount of data ever made available to marketers about today’s U.S. Hispanic consumer?

In September 2015, a Pew Research Center analysis of U.S. Census Bureau data showed the immigrant share among each of the U.S.’s Hispanic origin groups in decline, affirming reports that immigration from Latin America—in particular, Mexico—is slowing.

The Hispanic Market Overview annual report has stated for the last several years that the U.S. Hispanic population is now being driven by births, rather than those who are foreign-born. Additionally, it should be emphasized that immigration is slowing but has not stopped. Far from it: the U.S. Hispanic population in 2000 was comprised of 14.1 million immigrants. By 2013, that number grew to 19 million.

A market of 19 million consumers should be an opportunity for brands who wish to establish themselves as a top choice when it comes time to make purchasing decisions. Remember, everyone shops. The recent Latino immigrant needs food, packaged goods, clothing, transportation, and health care information regardless of their financial status. The upscale Latino and Latino Baby Boomer are equally important.

Yet, marketers seem fixated on a Hispanic plan of action focused squarely on bilingual Latino millennials who can be targeted through the English-language media they consume.

Why? They’ve been spending too much time hearing how to do more through “total market” capabilities instead of listening to the experts and veterans who have modernized their agencies but have remained true to what works for today’s Latino consumer.

The aural quality of a record is richer, and deeper. One simply hears more. It’s imperfect, with the pops and hisses and skips on well-worn favorites. The U.S. Hispanic advertising agency of today is no different than a record. The people inside these businesses have the deepest and richest insight on Latino consumers, and are the perfect partners to work alongside a general-market agency.

According to Nielsen, sales of vinyl records grew by 30% in 2015, to 11.9 million, from 9.2 million in 2014. Music fans are rediscovering records.

It’s now time for marketers who have turned to the dreaded adaptation and translation approach to rediscover the value of Hispanic advertising agencies.

With an uncertain economy once again rearing its ugly head, and a presidential election that has put Hispanics in an understated role as ultimate decision maker, we’ve put on our thinking cap and our reading glasses to provide a Total Focus to Hispanic marketers and advertising agency executives on everything keeping you up at night—and everything keeping the lights on and the paychecks from bouncing.

Hispanic Market Overview 2016, presented by Lopez Negrete Communications, is now available for complimentary download at http://reports.hispanicad.com/reports/HMO2016/

As the industry’s key executives gather in Miami Beach for the 20th annual ahaa conference, this year bearing the name “The Future in Focus,” we hope this report generates conversation, thought and perhaps a little controversy. Congratulations to Leif Roll, VP of Marketing at State Farm, on being named Marketer of the Year. We’ve seen a lot from State Farm in the U.S. Hispanic market. But where is GEICO? Who is Progressive’s Latina counterpart to Flo?

We also single out Eric Reynolds, CMO of The Clorox Company, as Clorox has demonstrated an exceptional understanding of the Latino consumer through product development and subsequent marketing efforts that make the company a standout. Your lavender-scented products can be found throughout the Hispanic Market Overview ohana.

Please enjoy this seventh annual Hispanic Market Overview, presented by López Negrete Communications. As you are reading this, please listen to what is being said. Otherwise, they’re just words that you may be hearing, but not digesting.

Reading, while listening to your favorite record album, is highly recommended.

 

Adam R Jacobson

Coming Monday: Hispanic Market Overview 2016

hmo2013  “Hello, it’s me. I was wondering if after all these years you’d like to meet.”

 

Those are the opening lyrics to Adele’s multiplatform smash hit “Hello.”

Advertising executives active in the U.S. Hispanic market who seek growth in 2016 and 2017 may be leaving that very voicemail and sending that very line via e-mail to potential clients that have had potential since Friends left the airwaves—and have yet to engage Latinos in Spanish-language media.

Then there are the regular players: the media, the agencies and the clients we always talk about.

But there’s so much more to be said. Only, who’s talking? If they are talking, what are they saying?

“It’s soft.”

That’s great if I’m buying a pillow. But, we’re talking about the fragile U.S. Hispanic market—one that has seen agencies shutter, and scant new major brands who’ve opted to speak to an important consumer group in Spanish.

These are concerning times, and the 2016 Hispanic Market Overview, presented by Lopez Negrete Communications, promises to provide readers with information, insight, statistics, commentary, and real-world remarks on how things really are.

With an uncertain economy—again—and the upcoming presidential election, we promise to put on our reading glasses and put Total Focus’ on everything keeping you up and night, and everything keeping the lights on and the paychecks from bouncing.

Gain ‘Total Focus’ by downloading the seventh annual Hispanic Market Overview state-of-the-industry report, produced by veteran Hispanic market analyst and journalist Adam R Jacobson, from Monday at Noon CET/6am ET/3am ET and Midnight, Hawaiian Time. This report is distributed exclusively by HispanicAd.com and presented by Lopez Negrete Communications.

ADVERTISING SPONSORS:

ALMA
Azteca América
d’expósito & Partners
ESPN Deportes
Eventus
Fox Deportes
La Agencia de Orcí
Pandora
Telemundo (NBCUniversal Hispanic Enterprises)
Anita Grace

For more information on sales opportunities for the 2016 Upfront Guide and 2016 Hispanic CMO report, contact Gene Bryan at 917-854-1706 or via e-mail at gbryan@hispanicad.com

For editorial opportunities, contact Adam Jacobson at 954-417-5146 or at adam@adamrjacobson.com

Hispanic Market Overview 2016, presented by Lopez Negrete Communications
builds on the insights and observations provided each business day in HispanicAd.com and in the October 2015 Hispanic CMO Thought Leadership report.

Hispanic Market Overview 2015 Now Available For Marketers To Get ‘Back To Basics’

Sixth annual Hispanic Market Overview state-of-the-industry report now available.

Presented by Lopez Negrete Communications

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Produced by Adam R Jacobson with exclusive distribution from HispanicAd.com

hmo2013Hispanic Market Overview 2015 builds on the insights and observations provided each business day in HispanicAd.com and in the November 2014 Hispanic CMO Thought Leadership report.


Hispanic Market Overview 2015, presented by Lopez Negrete Communications, is a  detailed overview of the state of U.S. Hispanic marketing and advertising, delivered complimentary via digital download in a new easy-to-use flipbook format. Get the facts, thoughts, ideas and knowledge to propel your company’s multicultural outreach.

MAIN TOPICS: A Focus On the Fundamentals: Why targeting Hispanic millennials means retaining–and growing–your Spanish-language media buys; Hispanic media and the “OTT” opportunity; The overall state of Hispanic advertising: data overview and analysis; economic outlook and visibility

AUDIENCE: Client-side marketers, advertisers and brand managers; Hispanic media (TV/Radio/Print/Digital/Social platforms); Media buyers and planners.

CIRCULATION: HispanicAd.com eBlasts to more than 25,000 unique industry professionals, linking readers to download page at HispanicAd.com. Bonus promotion at AdamRJacobson.com, including full Google SEO platform, Twitter, LinkedIn and press release distribution to U.S. consumer and business media.

To download your copy, click here: http://reports.hispanicad.com/reports/HMO-2015/

Jacobson Named Editor Of B&C/Multichannel News ‘Hispanic Television Update’

Veteran journalist, multicultural analyst and Hispanic market strategist Adam R Jacobson has been named Editor of Hispanic Television Update, the widely read monthly electronic newsletter published and distributed by B&C/Multichannel News.

Jacobson’s appointment as editor is effective with the October 17, 2013 newsletter.

“I’m thrilled to be covering the Hispanic television industry for Broadcasting & Cable and Multichannel News,” says Jacobson, who has covered the Hispanic television industry extensively through his independently produced Hispanic Market Overview reports distributed via a partnership with leading Hispanic marketing and advertising trade newsletter HispanicAd.com since 2010.

“Spanish-language television continues to attract the lion’s share of advertising dollars. Beyond the big networks operated by NBCUniversal, Univision and FOX are entities including Liberman Broadcasting’s Estrella TV, SBS’s Mega TV and successful independently owned and operated channels such as America CV. Additionally, there are roughly 72 cable television channels serving Spanish speakers in the U.S. Plus, there are English-language networks dedicated to reaching Hispanics, such as NuvoTV and the soon-to-launch Fusion. It’s a very exciting time for Hispanic television, and I’m excited to have a bird’s eye view of the industry.”

Jacobson covered the 2013 Hispanic Upfronts for HispanicAd.com in partnership with B&C/Multichannel News, serving as editor and chief content producer for the Post Hispanic Upfront Television Guide, electronically distributed by both HispanicAd and B&C/Multichannel News in May 2013.

Jacobson is also known for directing the expansion of Hispanic television and media coverage while at Hispanic Market Weekly, launching as editor the HispanicEntertainmentBusiness section and serving as a chief reporter covering the Hispanic TV industry for the trade publication’s weekly newsletter.

Jacobson also brings to B&C/Multichannel News’ Hispanic Television Update unique marketing and advertising insights gained from his role as Multicultural Analyst at global market research firm Mintel. “Knowing how marketers and advertisers can best craft their advertising messages and media buying and planning strategies when targeting Hispanics requires the best and most succinct coverage of the Hispanic television industry. My goal is to make the monthly newsletter a must-read for not only Hispanic television executives, but also for CMOs and C-Suite executives who insist on achieving ROI in the best and smartest ways possible.”

Jacobson started his career at Hispanic Magazine, serving as an intern before joining the editorial staff. He later assisted in the launch of Latina Style Magazine, and served as Publications Editor for the American Translators Association. Jacobson then relocated from Washington, DC to Los Angeles, joining Radio and Records’ editorial staff. He progressed through various positions of greater responsibility at the former industry trade publication, becoming a recognized national expert in Spanish-language radio, music and pan-Latin marketing strategies.

Jacobson has been interviewed for his radio-industry experience on NPR, Wisconsin Public Radio, and ABC World News Tonight and as a Hispanic marketing expert by Agence France-Press and the Los Angeles Times. As “Jake Adams,” Jacobson has also served as a guest air personality at Lincoln Financial Media’s WLYF-FM “Lite FM” in Miami.

Jacobson will continue in his role as a Hispanic market media strategist, working with various clients in capacities unrelated to his work for B&C/Multichannel News. He will also continue to work with The Leukemia & Lymphoma Society as a recruitment specialist for its fundraising programs.

Jacobson is based in South Florida.

 

 

CONTACT:

Adam R Jacobson
adam@adamrjacobson.com

 

Commentary: Hispanic Agencies, Media Hold The Cards (Or Domino Chips)

The following commentary appears in the July 23 news update of HispanicAd.com.

Over the weekend I had the pleasure of chatting with a 22-year-old Miami-born second-generation Cuban who is off to medical school in Pittsburgh next week.

We chatted about her desire to run a marathon, and about life in Miami.

She had on Variety 103.5, an English-language pop and classic hits station, but noted that her first choice when listening to the radio is Mega 94-9, “a Latin station.”

I suggested that before the big drive north that she pack supplies from Navarro Discount Pharmacy such as Café Bustelo, Maria cookies and other Cuban treats and products such as Adobo or Mojo Criollo that are difficult to find west of the Appalachians.

As we chatted it dawned on me that this young woman will soon represent one of the most desired consumers in the US – the young professional Hispanic millennial. We have seen study after study focus on this complicated group of Hispanics, who have embraced US and Latin culture and traditions in ways that are largely unique and incomparable between other groups of similar Hispanics by geographic area.

I am sure this young Cuban-American woman has little in common with a 22-year-old Latina who was born and raised in the San Fernando Valley of Los Angeles, or Dallas, or Chicago, or … well, just about everywhere else.

This got me thinking about Hispanic advertising, and why Hispanic advertising agencies and consultancies are more vital than ever when connecting marketers and brands to Latino consumers. We live the market. We understand the market. We experience the market.

A small boutique-like shop within a shop designed to allow general-market giants to capture Hispanic business may not have the individuals in-house that have the deep personal understanding of the Hispanic market as, well, the individuals at a Hispanic shop.

At the same time, Hispanic advertising agencies employ largely bilingual, bicultural individuals who are both US-born and first-generation immigrants from across Iberoamérica. Many are millennials. Many are the very target that so many marketers crave.

Hispanic agencies, thus, hold all the right cards. Or, in Miami, all the right domino chips. They have the insight to not only direct Hispanic marketing efforts but also hold the keys to the truck that’s driving all of a brand’s efforts moving forward, given the multicultural population surge that will one day soon make Whites a minority across the US, and not just in the top 15 DMAs.

My running buddy is one of thousands of unique Hispanic millennials. We as an industry focused on the Hispanic consumer have the best knowledge of how to connect to these consumers.

Marketers must understand this. If not, we all lose — even the brand and the total-market shop trying to accomplish something it may be ill-equipped to oversee.

 

ARJ

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.

2013 Post Hispanic Upfront Television Guide Now Available

The 2013 Post Hispanic Upfront Television Guide, a digital supplement to Broadcasting & Cable Magazine and HispanicAd.com, has been released.

The Guide includes a comprehensive review of the programming highlights for Spanish-language broadcast and cable television networks, as previewed in Upfront presentations held in New York in May 2013.

The Guide also includes an exclusive Q&A with Univision Networks President Cesar Conde, a profile on Tecate’s efforts to reach Hispanic television viewers, and the latest data on Hispanic population trends and buying power.

A directory of Spanish-language television networks, including rep firms Condista Ad Sales and LAETV, can also be found in the 2013 edition of the Guide, produced by The Adam R Jacobson Consultancy in collaboration with B&C/Multichannel News.

To download the 2013 Post Hispanic Upfront Television Guide, please click here.

‘Crack Your Consumer’s Code’ With Market Insights and Observations In Hispanic Market Overview 2013

Annual report, presented by López Negrete Communications, now available from HispanicAd.com

MIAMI BEACH, Fla., April 29, 2013 /PRNewswire/ — Hispanic market media strategist and veteran journalist Adam R Jacobson, in association with HispanicAd.com, has released the 2013 edition of Hispanic Market Overview, presented by López Negrete Communications.

This downloadable  and easy-to-digest report, produced as a PDF for advertising, marketing, social media, and PR professionals who seek to increase their ROI by increasing their multicultural efforts, features insightful information and discussions of the key issues facing Hispanic media, advertising agencies, and marketing and advertising professionals.

Hispanic Market Overview, presented by López Negrete Communications is produced exclusively for HispanicAd.com, the Hispanic market’s leading advertising and media news and information site.

“This year’s report will build on the previous three editions of Hispanic Market Overview by offering a richer look at the rapid embrace of digital, social and mobile platforms by multicultural media and marketers,” says Jacobson, who launched Hispanic Market Overview in 2010 after a lengthy career as a journalist focused on Hispanic marketing and media. “Hispanic Market Overview, presented by López Negrete Communications is designed to provide the highest level of insight and observations from many of the Hispanic marketing and media world’s key players themselves.”

The 2013 edition of Hispanic Market Overview, presented by López Negrete Communications, features interviews with Acento CEO Roberto Orcí, López Negrete Communications CEO Alex López Negrete, Alma Chief Creative Officer Luis Miguel Messianu, Richards/Lerma principals Aldo Quevedo and Pete Lerma, Fox Hispanic Media chief marketing officer Oswald Mendez and EVP/Sales Tom Maney, Univision Communications EVP/advertising sales Steve Mandala, Telemundo SVP/Sales Joe Bernard, Discovery Networks US Hispanic GM Ivan Bargueiras, NuvoTV SVP/Ad Sales Craig Geller and programming head Bill Hilary, People en Español publisher Monique Manso, DishLATINO  VP/Marketing Alfredo Rodriguez, Digilant head of multicultural initiatives Rafael Hernandez, Batanga Media VP/Marketing Natalia Borges, ESPN Deportes VP/Programming and Business Units Freddie Rolon and GM Lino Garcia, Fox Deportes GM Vincent Cordero, Radio Ink chairman/publisher B. Eric Rhoads, and research expert Carlos Viramontes.

The 2013 edition of Hispanic Market Overview, presented by López Negrete Communications, focuses on the following topics:

* The importance of research in guiding marketing, programming and sales at Hispanic media and Hispanic advertising agencies.

* The cross-platform convergence and the importance of digital, social, and mobile media in the U.S. Hispanic market.

* Top advertisers in Hispanic magazines and Hispanic websites, according to Media Economics Group.

* Ad spending trends in Hispanic media, according to Kantar Media.

* Population statistics and trends from Census 2010 and Pew Hispanic Center analysis.

To request a copy of this report, please contact us at adam@adamrjacobson.com