Tag Archives: Telemundo

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