The Adam R Jacobson Consultancy, in association with HispanicAd.com, is proud to announce the release of the 2016 Hispanic TV Upfront Report.
Now with more content that’s relevant for you, this free 22-page review gives marketers, media buyers and planners and advertising executives a look at what to expect the week of May 16 in New York — Upfront Week in the television industry.
Among the highlights found in this report:
Eric Reynolds, who serves as The Clorox Company’s CMO and VP/GM-Europe, Middle East, Africa & Asia, says the Upfronts–and television–still matter even as digital and social budget growth outpaces that of traditional media.
“We are still big fans of TV, and the question we ask is, ‘What is the right mix?’ when it comes to our media planning. We track media consumption by TV, and both TV and film are particularly strong for the Hispanic consumer. With that said, we need to start experimenting with Hispanic digital media now. This will allow us to better understand the media habits and purchasing habits of [digitally savvy] Hispanics.”
Meanwhile, Univision Communications President of Sales and Marketing Keith Turner is hardly worried that top rival Telemundo will finally topple his company’s flagship Univision network this year, given the shift of the Olympics and the presence of the FIFA World Cup on the NBCUniversal-owned networks.
“The Copa Centenario will be featured on 17 nights, in prime-time,” Turner says. “We believe that we will see a larger audience for these matches than our competitor will for the World Cup. We’re in great shape, in terms of soccer.” Coverage begins June 3 with group matches and concludes June 26 with the final.
Meanwhile, business is stronger than ever at Univision, according to Turner.
“We’ve activated over 120 accounts,” he says. “Our new clients include such luxury automotive brands as BMW, Mercedes-Benz, and Audi. Pharmaceutical is still very big, and the movie studios are spending more than we have ever seen.”
Univision is now the only Hispanic media company doing an Upfront that’s not tied to a bigger total market sibling. Telemundo is now rolled into the NBCUniversal upfront event on the morning of May 16; Telemundo is having a special concert performance featuring Jennifer Lopez the evening of May 16 at the Hammerstein Ballroom.
Similarly, ESPN Deportes has done away with its own upfront and will now be noted in the larger ESPN Upfront as part of a multicultural buying opportunity for total market-minded brand managers and C-suite executives.
“The landscape is at that point where, for ESPN, it made sense to say, ‘Let’s do one Upfront,” John Fitzgerald, VP/Sales at ESPN, explains. “We want to show how important ESPN Deportes is to those attending the larger Upfront presentation.”
Telemundo released its detailed Upfront plans after the May 14 publication deadlines for the 2016 Hispanic TV Upfront Report. Honoring the network’s embargo, AdamRJacobson.com will release to readers all Telemundo Upfront information at 4pm ET on Sunday, May 15.
Also featured in the 2016 Hispanic TV Upfront Report: Updates from beIN SPORT, Azteca America, Discovery U.S. Hispanic Networks, and LATV.