Novelas - IIR USA

The Life of the Novela:
A Novela‐cation
PRESENTED BY: Elizabeth Ellers
EVP Research
Univision Communications Inc. Introducing the Most Popular Television Genre in Hispanic America . . .
Viewed by nearly Americans each week. FIRST NOVELAS PRODUCED IN THE 1950’S
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Novelas ≠ Soap Operas
Soap Opera
 Once a soap star, always a soap star
1963 Until . . .  Cheap production
 High rotation of actors
 Never‐ending story
May – December 2013
Novelas
 Top Talent in Primetime
 Lavish production
 Core cast throughout entire series
 Has a beginning, a middle and an end 120 episodes, 1 hour format
CLASSIC
THEMES
STAR‐CROSSED LOVE
Stories That Resonate World Wide
2005
1999
2003
2006
2009
2007
2008
2010
Stories That Stand the Test of Time
Connecting Generations of Hispanic Women
La Venganza
1977
Marimar
1994
Corazón Indomable
2013
The same story, with new plot twists and contemporary styling.
HISTORICAL
ROMANTIC COMEDY
KIDS
YOUNG ADULTS
The Novela
Star
Novela Stars are Hispanics’ Hollywood A‐listers
William Levy
Lucero
Brad Pitt
Sandra Bullock
Maite Perroni
Fernando Colunga
Not a launching pad…the pinnacle of an actor’s career
Natalie Portman
Matthew McConaughey
Hispanic America is Obsessed with Novela Stars
Novelas Create Crossover Stars
2006 – 2013: Levy in 8 Novelas
English Language Career
2011: Appears in J Lo Video
2012: Appears on VH‐1 Single Ladies
2013:
2014: Contestant on ABC Dancing with the Stars
Appears in M&M commercials
Spokesperson for Pepsi NEXT
Roles in 2 Hollywood films Single Mom’s Club & Addicted In production on a third movie 14
Diego Luna
Salma Hayek
Gael Garcia Bernal
Diego Boneta
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Talent Trumps Looks
Top three most important qualities in a male or female lead character
1. Strong Acting Skills
2. Charm
3. Intelligence
Introducing the Novelero
45% of Hispanic adults 18‐49 consider themselves novela
“Die‐hards”
We Watch Novelas
It’s a tradition that we pass from one generation to another.
They’re super addictive, so when I get hooked on one, I’m stuck for the next six months until the story ends.
I’ve been watching novelas with my family ever since I was a little girl.
Like a song that reminds you of a great time in your life, classic novelas can take me right back.
Frequent Novela Viewers Watch Daily
And on average watch
different novelas a day
Bilinguals Love Novelas 24 of the top 25 programs viewed by bilinguals last season were novelas.
Why We Watch Novela
66% say novelas remind me of my country/origins
39% watch Because we love The DRAMA
62% say novelas allow me to escape from the real world
Consumption Habits
More than 90% of Novela viewing is done
Novelas Are Not Niche
2012‐13 Season Show Rankings Based on Total U.S. Adults 18‐49, C3 (000)
#53
#55 #54
#63 #65
#71 #74 Novela Viewers Aren’t Watching Top‐Rated E‐L Broadcast and Cable Dramas Of the total Adult 18‐49 viewers who watched primetime novelas last season
did not watch
did not watch
did not watch
did not watch
did not watch
did not watch
did not watch
did not watch
did not watch
did not watch
60% of Univision Novela viewers watch with a friend or relative
1/3 Of women
18‐49 watch with a man 18‐49
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Novelas Build Momentum Overtime 5.4
AUDIENCE IN MILLIONS
4.2
3.7
3.9
3.9
4.4
4.2
4.2
4.0
3.7
3.4
4.6
4.4
4.1
4.1
3.7
3.4
3.2
PREMIER
NINE MONTHS
FINALE
More than TV Content
NOVELA
Novelas & Marketers A Perfect Pair
Advertisers Love Novelas
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Mass Reach of an Unduplicated Audience
Live Viewing ‐‐ DVR Proof
Co‐Viewing Happy Endings
Cross‐Platform Opportunities
Passionate Viewers ‐‐ Both Spanish Dom and Bilingual
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Implied Endorsement From A‐list Stars The Life of the Novela
• Novelas are not “Mexican Soap Operas”
• Eight of ten “noveleros” watch every day
• Little time shifting
• Worldwide appeal standing the test of time
• 20 million viewers every week