2014 post - HispanicAd.com

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2014 post
hispanic
upfront television guide
a digital supplement to broadcasting&cable and hispanicad.com
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A SUPPLEMENT TO BROADCASTING & CABLE AND HISPANICAD.COM
A BACK TO BASICS APPROACH
REINVENTS THE HISPANIC
ADVERTISING CAMPAIGN
MCDONALD’S AND ITS U.S. HISPANIC AGENCY OF RECORD,
ALMA, GET NOTICED FOR A BILINGUAL CAMPAIGN
HIGHLIGHTED BY AN AIRING DURING ABC’S OSCARS TELECAST.
cDonald’s has been a pioneer of
multicultural marketing for decades,
leading the way with actionable insights
designed expressly to attract the Latino,
Asian or African-American consumer.
“They invented the multicultural game
as they were playing it, and the agency was
playing it with them,” notes Marta Insua,
VP of Strategic Insights at Miami-based
multicultural agency Alma.
Alma and McDonald’s have an uncommon
bond in the advertising world—the agency,
formerly Del Rivero Messianu, won the
Golden Arches’ business some 20 years ago.
Insua, a native of Argentina, worked with
McDonald’s in the South American nation
starting in 1995.
Perhaps it is this long-standing relationship
that has led Alma and McDonald’s to receive
accolades for a campaign that, in Insua’s
view, goes “back to basics” yet represents
a tremendous leap forward for marketers.
“The First Customer” campaign, or in
Spanish “Los Primeros Clientes,” was one
of five celebrated in late April for creative
executions at the Third Annual U.S.H. Idea
Awards. In particular, the campaign was
awarded for its corporate and institutional
image, in addition to its sponsorships and
endorsements abilities.
Two or three versions of the spot were
shot, with one mostly in English and
others featuring Spanish dialogue. The fully
bilingual version, featuring parents speaking
in Spanish and their son and his new boss
communicating in English, is what set the
Twitterverse afire—it aired during ABC’s
March 2 telecast of The Oscars.
Insua was as excited to see the bilingual ad
air during one of the year’s biggest nights in
TV as anyone else. It was totally unexpected.
“We didn’t know it would run,” she says.
“OMD handles media for McDonald’s. The
reaction was immediate, and crazy. We saw
it on Facebook, on Twitter, and with texting.
And, it was not only among us at Alma but
from people who simply felt recognized.
Interestingly, many of them were not
Hispanic.”
Insua believes the campaign became
a sensation because it resonates with
something that is not just Hispanic, but
human. “As an agency we are always coming
up with additional ideas for our clients, and
with this [President and COO] Luis Miguel
Messianu gave most of the creative teams
charge of bringing pride and self-confidence
back to the Latino. It was a back-to-basics
move.”
Insua explains. “We revisited the idea that
work is very valuable, and for the Hispanic
this idea is much closer to their hearts. The
work ethic and discipline is important. For
the Hispanic, work is never taken for granted.
That was the genesis of the ad, and we started
with exact parameters from the client.”
Is this, in Insua’s opinion, the start of a
new wave of Hispanic advertising—one that
includes bilingual spots on English-language
television coupled with Spanish-language
spots and all-English creative? “It’s not
really about that,” she says. “It’s about having
the right tone and being relevant for both
audiences. Culture is the new language. It’s
about that.”
In fact, Insua says language “is just an
ingredient. We have to make sure we are true
to cultural affinity.” Thus, the client should go
back-to-basics by first determining how to
appeal to its specific consumer targets in the
best possible way.
Task one: Talking to young people means
incorporating multicultural consumers in
your creative. Period. “This generation is
absolutely multicultural and do not category
people like older generations,” Insua says.
“They like to be cross-pollinated with
every other culture, but they still value their
culture—a lot.”
The First To Wean The Blanket
For as long as Insua can remember,
McDonald’s has strived to respect the
differences among its multitude of market
segments. “McDonald’s never intended to
take a blanket approach to marketing and
communications,” she says.
That’s why the quick service restaurant
brand perhaps perfected the many nuances
need to reach U.S. Hispanics. Insua can
relate—She had her own learning curve to
overcome upon settling in Miami for good.
“We are unlike any other Latino anywhere
else,” she says. “We are 100% American, and
100% Hispanic, and we have no conflict with
that. As a Latin American, it took a long time
to get this.”
For instance, she believes Latin Americans
are “much more passive” and largely lack
upward social mobility. Those that refuse
to accept the impossibility of moving up
social strata take the risk of forging their
own destiny—oftentimes coming to the
U.S. With this step, the Latin immigrant
has already molded a U.S. Hispanic identity
that has allowed them to become masters
at combining cultures, and making them
harmonious.
Thus, marketing to U.S. Hispanics is much
harder than marketing to Latin Americans.
But, taking a back-to-basics approach may
bring the success a brand has long craved
from its Hispanic advertising initiatives.
Insua concludes, “Addressing the Hispanic
differently gets the brand closer to their
lifestyles, and gets them to say, ‘You’re talking
to me.’ ”
-Adam R. Jacobson
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UPFRONT ROUNDUP
A RISING STAR FROM QATAR
ON AUGUST 15, 2012, BEIN SPORTS LAUNCHED IN NORTH AMERICA, WITH DISTINCT
SPANISH-LANGUAGE AND ENGLISH-LANGUAGE FEEDS FOCUSED ON INTERNATIONAL
SPORTS—NAMELY, SOCCER. NOW, IT’S JUST HELD ITS FIRST UPFRONT PRESENTATION AND
EXPECTS TO BE ONE OF THE WORLD’S TOP FIVE SPORTS NETWORKS BY 2018.
Antonio Briceño, Deputy Managing
Director of beIN SPORTS North America,
is in an enviable position. Two years ago, the
Doha, Qatar-based network had no U.S.
operation. Today, it has a Miami operations
center, exclusive North American rights to
three European first-division soccer leagues,
and is set to take CONMEBOL World Cup
qualifying matches out of pay-per-view for
the first time by airing them on its Spanishlanguage and English-language networks
serving the U.S. and Canada.
Oh, and did we mention beIN SPORTS
has its global headquarters in Qatar, which is
hosting the 2022 FIFA World Cup?
With Spain’s La Liga—arguably the best
soccer league on the planet, Italy’s Serie A
and France’s Ligue 1 exclusive in North
America to beIN SPORTS, the network is
ready to show its might to advertisers. On
May 12, it hosted its very first Upfront event
steps away from 30 Rock and St. Patrick’s
Cathedral.
In an exclusive interview, Briceño notes that
soccer—along with rugby, tennis, boxing and
international sport competitions including
the Superbike World Championship, a
major motorcycle racing event—is what has
driven viewers to beIN SPORTS. And, the
growth has been stronger on the Spanishlanguage side, thanks to its heavier emphasis
on soccer. Briceño adds that Hispanics of
Mexican origin have been drawn to boxing.
“There’s a lot of excitement about how
we’ve grown,” Briceño says of the response
he’s getting from both agencies and
marketers. In particular, they took note of
beIN SPORTS’ ratings success with El
Clásico, which in the social media sphere
equaled NCAA Men’s Basketball and chat
about AMC’s The Walking Dead, eliciting
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excitement from media buyers and planners.
Numbers weren’t official for beIN
SPORTS’ coverage of El Clásico, the annual
match between Barcelona and Real Madrid,
but that’s all changed—both the Spanishlanguage and English-language networks
are Nielsen-rated, as of May 1.
Meanwhile, the Miami operations center
goes into high gear each Monday evening for
the live studio program The Locker Room, and
on weekends for The Express. Starting May
26, hourly sports updates will air between
3pm and 8pm ET. “We are definitely a U.S.based operation,” Briceño says. “We can send
NBA coverage to our operations centers in
France and Qatar, so they are repurposing
material from Miami.” This is done via stateof-the-art direct fiber connectivity between
the three ops centers.
Briceño is also pleased with beIN
SPORTS’ distribution, with nine of the top
10 distributors secured. “It wasn’t an easy road
to travel,” he says, noting that beIN SPORTS
had to vie for space on MSOs at the same
time as new entries Univision Deportes and
the Pac-12 Network. “Operators saw the
potential of our network,” Briceño says. “We
are in more than 80 million homes, with 23
million subscribers in aggregate. It’s better
than we expected, but it’s definitely not
the end of the road.” To achieve improved
distribution, beIN SPORTS is set to
increase its original programming in 2015,
Briceño says.
Initially, beIN SPORTS was part of an
organization called Al Jazeera Sports—a
point of controversy with some Americans
regarding its news operations. In January
2014, beIN Media Group was formed,
making it a completely separate operation.
Briceño explains, “It’s not secret that the
operation is generated by the state of Qatar.
They invested in what nature gave them by
wisely investing in sports.”
Next up for beIN: Network launches
in Asia and Europe, and gearing up for
a Qatar-based World Cup in eight years.
“It’s an event we’re very excited about, and
by 2018 we should be recognized as one of
the top 5 sports networks worldwide thanks
to our ambitious plans. Sports is just one of
those projects. In other territories, movie
channels are in the works.”
Univision
Communications
Influence. That’s the
buzzword that Univision
Communications executives wish to infuse
into the minds of marketers in attendance at
its May 13 Upfront presentation at the Al
Hirschfeld Theater.
While the 2014-15 programming
lineup for Univision’s stable of networks
was certainly an integral part of their
Upfront, the message was clear that the
company wants marketers to view it as
“an exclusive, powerful engine for growth”
fueled by Univision’s influence on Hispanics,
Hispanics’ influence on other Hispanics, and
Hispanics’ influence on America. To open
its presentation, Univision turned to a group
of dancers fronted by EVP of Advertising
“Steve-O” Mandala, who modified the lyrics
to Jason Derulo’s current hit “Talk Dirty
To Me” into a sales pitch dubbed “Talk
Spanish To Me.” It was Mandala’s second
year in a row of what could have been an
embarrassing moment, after 2013’s take on
the “Harlem Shake.”
Among the Univision highlights offered
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to the standing-room only crowd: Greater
multiplatform interaction among its
audience is a key desire for the network,
which will debut this fall the new Televisaproduced telenovelas La Gata and Hasta El
Fin Del Mundo. Later in 2015 will come the
Televisa novelas Mi Corazon Es Tuyo and
La Malquerida. There’s also a partnership
with Pantelion Films that will bring the
blockbuster Eugenio Derbez-helmed feature
film Instructions Not Included to Univision as
a Sunday night movie.
Univision is also teaming up with famed
“Idol” godfather Simon Fuller for Banda,
an unscripted competition show that seeks
Latin talent for the next great Spanishlanguage musical act.
What the CW is to vampires, UniMás is
to narcos—programming on the millennialfocused network includes no less than
five telenovelas that break away from the
standard tale of love with tales of the drug
underworld (En La Boca del Lobo and El
Varón de la Droga) and the true story of
1950s Dominican Republic dictator Rafael
Trujillo. Meanwhile, pay TV network
Galavisión’s fall lineup includes an original
series that explores the paranormal, Místico e
Inexplicable 3. Univision Deportes highlights
include MLS soccer telecasts through 2022
and a new eight-year deal to air U.S. national
soccer team telecasts in Spanish.
Univision Communications is also touting
its UVideos digital platform by noting to
advertisers that four digital-only series are
set to air: Durmiendo con mi Jefe, a tale about
starting over in the workplace after getting
caught in a love affair; Gritos de Muerte
y Libertad, a period piece set during the
Mexican War of Independence; 30-minute
cooking show La Cocina de Victoria, featuring
chef Victoria Branda; and El Encanto del
Aguila, another series set during the Mexican
revolutionary period.
At last year’s Univision Upfront
presentation, attendees were given the
surprise announcement that acclaimed
film director Robert Rodriguez’s Englishlanguage and Latino-targeted El Rey
Network was now a part of the Univision
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family. Anchored by such shows as
From Dusk to Dawn: The Series, based on
Rodriguez’s feature film of the same name,
El Rey is described as “a white-knuckled
suicide leap into a chum bucket filled with
the sex, gore, and fist-pumping action that’ll
have you screaming.”
Taking center stage into Upfront season for
El Rey is Matador, featuring Gabriel Luna in
the role of a popular playboy soccer star who
in truth is a skilled covert CIA operative. The
show bows July 15 in the 9pm Eastern slot.
Alfred Molina co-stars. Two other shows—
Lucha and The Director’s Chair—were also
shared with Univision Upfront attendees,
who enjoyed a closing
song featuring legendary
guitarist Carlos Santana
and Juanes, followed by
Santana doing his famed
classic “Oye Como Va.”
Telemundo Media
For
Telemundo
Media, which includes
NBCUniversal’s
flagship
Telemundo broadcast network and
millennial-targeted pay TV sibling Mun2,
the message for marketers is clear: The 2014
Upfronts is all about making “TMI your
BFF”—that is, Total Market Innovation.
Once again at Jazz at Lincoln Center, the
Upfront presentation focused on Telemundo
Media’s total market capabilities, and how
the Telemundo family has benefitted from
its ever-closer relationship with its Englishlanguage NBCU siblings by debuting
Spanish-language adaptations of NBC’s
The Voice and Bravo’s Top Chef, increasing
segment simulcasts on NBC’s Today and
Telemundo wake-up program Un Nuevo
Dia, and branding weekly news segments
on the entertainment program Al Rojo Vivo
with the Access Hollywood banner.
Now, Telemundo is influencing its
English-language siblings by bringing
the classic telenovela concept to Englishspeaking U.S. audiences: NBCUniversal
Entertainment has optioned the Telemundo
hit telenovela El Señor de los Cielos, while
USA Network has the option to develop
an adaptation of the Telemundo telenovela
Mujer de Acero—a highlight of the network’s
2014-15 lineup. Other “super series” include
Los Miserables, featuring telenovela vet
Aracely Arambula—a dark tale that steers
the network further away from “Cinderella
fare” and tales such as last year’s Dama y
Obrero, clearly shifting from first-generation
Latino viewers as a key audience target.
Other Telemundo highlights include
the acquisition of U.S. TV rights to all
home games from Mexican first division
soccer team Pachuca. Telecasts begin in
June. There is also a Mashable partnership
to co-create sponsorable video content in
both Spanish and English. But perhaps
the biggest takeaway from Telemundo’s
upfront, which closed with a performance
from Prince Royce, is the network’s KPI
(key performance indicator) guarantee—
and its “IOU” assurance to marketers when
underdelivery occurs.
Meanwhile, pay TV sibling mun2 will be
airing a telenovela complete with zombies,
and in January 2015 will effectively recharge
with FIFA-related telecasts to accompany its
NFL coverage ahead of the Olympics.
Fox Hispanic
Media
As Fox Hispanic
Media
this
year
conducted a road show
to discuss its Spanish-language broadcast
network, MundoFox, and three pay TV
networks—Fox Deportes, Fox Life and Nat
Geo Mundo—its May 14 midday Upfront
presentation at the Paramount Hotel’s
restored Diamond Horseshoe nightclub
placed a 100% focus on MundoFox.
With recently installed MundoFox
President Ibra Morales on hand with FHM
EVP of Advertising Sales Tom Maney,
the Upfront was a much cozier and less
elegant affair from 2013, when Fox put on
a lavish event at Alice Tully Hall complete
with a Brazilian rodizio spread. This year,
THE INTERNATIONAL SPORTS NETWORK
ONLY ON beIN SPORTS
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Morales focused on MundoFox’s hits—
the 7pm Family Feud-inspired game show
100 Latinos Dijeron, and the third season
of crime boss telenovela El Capo. In the
9pm weeknight slot comes Sony Pictures
Television’s adaptation of the Robert
Rodriguez breakout film El Mariachi.
MundoFox also put an emphasis on its
newscasts, calling it “an alternative” to other
networks’ fare. The network also highlighted
its biblical epic series Los Milagros de Jesús,
and “traditional love stories” such as El
Capitán and ¿Quién Mató a Patricia Soler?
Broadcast Networks
Estrella TV
Liberman Broadcastingowned Estrella TV,
which celebrates its fifth
birthday this fall, has firmly established itself
as the No. 4 Spanish-language network in the
U.S. The formula for Estrella TV is different
from the Big Three Hispanic networks, in
that Estrella TV produces nearly all of its
variety series, sketch comedy programs, and
competition shows.
Estrella TV’s discussions with advertisers
this upfront season—highlighted by a May
12 VIP reception at the top of the Hudson
Hotel—puts mornings into the mix, thanks
to the introduction of a two- to three-hour
weekday program that provides advertisers
with product placement and creative
women as they face the daily challenges
of life, love and friendship. Meanwhile,
EstrellaTV is set to produce a mini-series
based on the life of Chalino Sanchez, whose
status as the “father of all regional Mexican
music” has risen since his 1992 murder. The
network did not provide an air date for the
new programming.
Estrella TV is also excited about a
“new franchise event” that recognizes the
contribution of Latinos in film, the Premios
el Don awards show. The network will create
and produce the telecast set for Q1 2015.
Lastly, Estrella TV has picked up TV rights
to the Socio MX tour, a soccer tournament
featuring Mexican National League teams
Cruz Azul, Monterrey, Pumas, Leon and
Xolos.
Azteca
The Azteca brand is ubiquitous in Mexico,
with its Canal 7 and Canal 13 major
national draws among television viewers. In
the U.S., the Azteca América network has
established itself as a home for telenovelas,
scripted programs, entertainment-focused
talk shows, and sports centered on Mexican
first-division soccer. At a May 12 event
at Guastavino’s, under the Queensboro
Bridge, the network unveiled its 201415 programming lineup under the new
brand Azteca, while attendees enjoyed a
performance from the Esperanza Azteca
Youth Orchestra and special guest conductor
weekend in Friday Night Futbol. Mexican
league soccer matches are among Azteca’s
most-viewed programming.
Additionally, Azteca is launching a
telenovela production featuring such highprofile genre celebrities as Saul Lizaso,
Mauricio Islas and Edith Gonzalez. Las
Bravo tells the tale of four well-heeled
women who are forced to keep up their
lifestyle through a strip club for women.
Also integral to the fall lineup is El Club del
Chiste, which features comedians on stage
and the humor that occurs backstage. Azteca
is also launching an awards show that salutes
the achievements of women—Premio
Mujer—and will air the Mexican version
of the hugely popular Spanish late-night
variety program El Hormiguero. Returning
programs for Azteca include La Academia
Kids, Ventaneando, Venga La Alegria, and Al
Extremo.
Azteca’s Upfront event also served as
a platform for the official launch of the
Azteca Station Group, formed in January
2014. With the unit’s creation, managed and
operated stations under the Azteca banner
have increased from 4 to 16. Enrique Pèrez,
EVP of Stations, noted, “All of our national
programs and platforms will now feature
local extensions and marketing solutions
designed to generate traffic and drive sales
for advertisers in the biggest Hispanic
markets in the country.”
On the Social TV front, the network
announced a partnership with Youtoo
Azteca drops ‘America’ in rebranding effort, while MundoFox
turns to a Robert Rodriguez film for filling its 9pm slot.
integration opportunities. The show will also
boast a social media component, designed to
encourage audience engagement.
In prime-time, an unscripted drama with
the working title Rico Famosa Latina puts the
cameras on five rich and famous Hispanic
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Chacho Guytán.
The rechristened network unveiled a
bolstered soccer lineup, with the return of
Santos matches from the Mexican first
division league to the Azteca lineup. In the
fall, two prime-time games will kick off the
Technologies that allows viewers to
“participate in television programming from
virtually any location.” Azteca is also bringing
its multi-channel network IrreverenTV to
the U.S. from Mexico, where it has amassed
168 million YouTube views.
The platform features digital content
produced by established “vloggers” and
content marketing opportunities by creating
unique customized branded videos for the
intended millennial audience.
Cable Networks
Upstart sports network beIN SPORTS
en Español has quickly gained notice from
viewers and marketers alike for its coverage
of Spain’s La Liga and Italy’s Serie A soccer
leagues and as the U.S. home of Barça TV,
featuring FC Barcelona—arguably one of
the world’s most popular sports teams. On
May 12, it held its first Upfront event at a
Rockefeller Center venue.
For a feature with beIN SPORTS North
America deputy managing director Antonio
Briceño, please turn to page 4a.
Discovery
Networks
Discovery
U.S.
Hispanic has once again asked marketers
and advertisers to “Feel Closer” to the
programming featured on its Discovery en
Español and Discovery Familia networks.
Mission accomplished: its May 13 Upfront
at SIR 37 Studios turned the venue into an
indoor park complete with lawn chairs and
benches, and even a paleta street vendor.
This year’s event also meant getting up
close and personal with the stars of four
key shows on Discovery en Español—
Islas Mortales con Dave Salmoni, the noted
Canadian animal trainer and producer;
Crono Clandestino (a dubbed-in-Spanish
version of Discovery Channel’s Chrome
Underground); Discovery MAX Spanish
import Mago Pop; and Texas Trocas, a
docu-soap that Ivan Bargueiras, GM for
Discovery U.S. Hispanic networks, has high
hopes for. “We’re confident that it is going
to be one of our big hits,” he says. Trocas
focuses on brothers Raúl and Rolando
Mendez and their family’s involvement in
a truck renovation business. Marketers will
have product placement opportunities for
unproduced episodes of Trocas, Bargueiras
says.
In an interview, Bargueiras said
Discovery en Español’s programming
blocks (automotive Mondays and adventure
Thursdays) are expected to maintain their
strong momentum, as will the second season
of Supervivencia al desnudo—the dubbedin-Spanish version of Naked and Afraid.
Meanwhile, Discovery Familia is turning
to the “Cake Boss” himself—Buddy
Valastro—to tease what is expected to be an
original Spanish-language production for the
U.S. Hispanic and Latin American markets.
High
Noon
Entertainment,
which
worked
with
Viacom’s
Tr3s on the unscripted Divas de Azúcar, is
reportedly in discussion with Discovery on
a forthcoming series.
OTT is certainly top-of-mind to
Bargueiras and his counterparts at Discovery
Channel, which has taken its first steps with
Netflix on over-the-top program delivery.
At the same time, social TV projects at
Discovery U.S. Hispanic are “in the very
early stages as we seek the right model and
right mix,” he says.
NUVOtv
NUVOtv’s May 12
Upfront event, again at
the Edison Ballroom,
offered marketers an upclose look at programming set to air in the
2014-15 thanks to its dual partnership with
Jennifer Lopez’s Nuyorican Productions
and Mario Lopez’s Gordo Productions.
Lopez had a hand in two new series:
Los Jets features a high school soccer team
of boys and an immigration storyline. The
show bows July 16 at 10pm ET. Reality
competition Sensation (working title)
will help discover a new Latino star with
singing, dancing and acting abilities. A Step
Away and The Collective Powered by VEVO,
also J-Lo collaborations, are back for new
seasons.
Mr. Lopez broadens his relationship with
NUVOtv by launching docu-series Tequila
King, which features Mexican entrepreneur
Eric Buccio as he launches the Casa Mexico
tequila brand in the U.S. NUVOtv is also
renewing Mario Lopez: One on One and
Love & Salsa for additional seasons.
Also back on NUVOtv is the muchdiscussed Dexter, with seasons four through
eight set to roll out between May 26 and
fall 2014. In Q1 2015, the popular standup
comedy series Stand Up & Deliver returns
with new episodes from Mexico.
Also new to the 2014-15 lineup: Boxing.
Starting June 7 NUVOtv will broadcast
live boxing events featuring up-and-comers
under the Knockout brand.
ESPN Deportes
The final day of
the 2014 Hispanic
Upfronts opened with an intimate and starpowered event held May 14 on the 44th
floor of Trump Tower, overlooking Central
Park. With ESPN VP of Multimedia Ad
Sales John Fitzgerald opening the Upfront,
attendees that included a wide mix of
clients and advertising agency executives
were sat alongside such network notables
as Raúl Alegre, Bruce Bowen, and veteran
commentator Jorge Ramos. Ramos was one
of several network notables who were also
called upon to “offer a ride” to those who
wanted car service from their Manhattan
hotel or apartment.
The network, instead of focusing on preroll highlighting its many studio shows and
live sports programming, conducted short
roundtable chats with its stars—much to the
delight of attendees.
Programming focused on the “beyond
the World Cup” offerings, most notably
the UEFA Euro 2016 in France and the
2015 Pan American Games. There’s also
original dramatic content coming to ESPN
Deportes: Brothers In Exile is set to premiere
in the fall and tells the story of baseball star
brothers Orlando and Livan Hernandez,
who each fled Cuba for pro careers in the
U.S.
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HISPANIC NETWORK DIRECTORY
BROADCAST NETWORKS
Mira TV
http://corporate.univision.com
Azteca Networks (Azteca and
Azteca Novelas)
2920 NW 7 Street
Miami, FL 33125
305-642-7777
www.miratv.tv
Randy Falco, President/CEO
Judy Prado, VP and Station Manager
Alberto Ciurana, President of
Programming and Content
Network Sales
1430 Broadway, 10th Floor
New York, NY 10018
646-360-1788
www.aztecaamericacorporate.com
Manuel Abud, President and CEO
[email protected]
Court Stroud, EVP of Network Sales
[email protected]
Enrique Perez, EVP of Station Group
[email protected]
Axel Ferdinand, Local Sales
Representative
[email protected]
Estrella TV – Liberman
Broadcasting
1845 Empire Avenue
Burbank, CA 91504
818-729-5300
www.lbimedia.com
Winter Horton, COO
[email protected]
Judy Kenny, EVP of Network Sales and
Marketing
[email protected]
Nicole Burri, VP of Network Sales
[email protected]
Mega TV – SBS
1211 Avenue of the Americas, 31st Floor
New York, NY 10036
212-822-9083
www.foxhispanicmedia.com
Vme
Tom Maney, EVP of Advertising Sales
Oswald Mendez, EVP/Chief Marketing
Officer
Telemundo Media
Noel Poler, SVP of Revenue
2340 West 8th Avenue
Hialeah, FL 33010
305-889-7947
www.telemundomedia.com
Danay Barrera, Sales Manager
[email protected]
Luis Silberwasser,
President of Telemundo Network
CNN en Español
Cesar Conde, EVP
Mike Rosen, EVP Advertising Sales &
Integrated Marketing – New York
[email protected]
212-664-2110
Michael Alvarez, SVP Network Sales, East
Coast – New York
[email protected]
212-664-3780
Univision Communications
Albert Rodriguez, COO (SBS); GM and
GSM (Mega TV)
[email protected]
Kevin Cuddihy, President of Univision
Television Group (UTG)
1001 Brickell Bay Drive
Suite 1208
Miami, FL 33131
786-924-8330
http://vmetv.com/nosotros
Silvia Franson, VP of West Coast Sales –
Los Angeles
[email protected]
7007 NW 77 Avenue
Miami, FL 33166
305-644-4800
Mega.tv/contacto
10a
Fox Hispanic Media (MundoFox, Fox
Deportes, Fox Life, Nat Geo Mundo)
Keith Turner, President of Sales &
Marketing
Univision/UniMás/Galavisión (cable)
9405 NW 41st Street
Doral, FL 33178
305-471-3900
CABLE NETWORKS
1 CNN Center, 7 South Tower
Atlanta, GA 30303
404-827-1500
Cynthia Hudson, SVP/GM of CNN
en Español and Hispanic strategy for
CNN/U.S.
[email protected]
Condista Ad Sales
6520 Platt Avenue, Suite 434
West Hills, CA 91307
305-554-1401
www.condista.com/adsales.php
Javier Prelooker, VP of sales
213-291-1734
[email protected]
Discovery U.S. Hispanic (Discovery
en Español and Discovery Familia)
6505 Blue Lagoon Drive, Suite 190
Miami, FL 33126
786-273-4700
http://corporate.discovery.com/brands/
international/latam-hispanic/
www.aenetworks.com/advertise
mynuvotv.com/aboutus
John Doherty, VP of National Ad Sales
212-424-7387
[email protected]
Craig Geller, SVP of Advertising Sales
[email protected]
Olympusat
Ivan Bargueiras, SVP of Advertising
Sales-Discovery Networks Latin America/
U.S. Hispanic and GM, Discovery U.S.
Hispanic
Latinamerican Ethnic TV (LAETV)
Ultra HD Plex and HD/SD network suite
561-249-5214
www.olympusat.com
Victor Parada, VP of Advertising Sales
Enrique Montoya, VP of Ad Sales
Solutions and Marketing-Discovery
Creative Group
Bilai Joa Silar, VP of Content
ESPN Deportes
77 West 66 Street, 21st Floor
New York, NY 10023
646-547-5572
www.espndeportessales.com
Lino Garcia, GM
John Fitzgerald, VP of Multimedia Sales
[email protected]
Michelle Bella, VP of Sales and
Consumer Marketing
[email protected]
Galavisión
(see Univision listing, above)
GolTV
1666 John F. Kennedy Causeway,
Suite 402
North Bay Village, FL 33141
786-866-3932
www.goltv.tv/mediakit
Ivan Perez, VP of Network Sales
[email protected]
235 East 45th Street
New York, NY 10017
212-210-1400
LAETV is the media representation firm
in the U.S. for international Spanishlanguage television networks beIN
Sports, Canal SUR, SUR Peru, cultural
and entertainment-focused Peru
Magico, Mexico TV, NTN24, LFC La
Familia, VX Video Exitos, TyC Sports,
Caracol Internacional, CentroAmerica
TV, TV Chile, TV Colombia, Televisión
Dominicana, Ecuador’s Ecuavisa, TV
Venezuela, Telefe Internacional, Mexico’s
Multimedios Televisión, regional
Mexican music channel R, telenovela
channel Pasiones, and bilingual arts and
entertainment network TVC Mas Latino.
For a complete Upfront look at these
channels’ offerings, please visit www.
laetv.tv.
Mexicanal
Fox Deportes/Fox Life/Nat
Geo Mundo
(See Fox Hispanic Media listing, above)
History en Español
(A&E Television Networks)
8181 NW 14 Street, Suite 200
Miami, FL 33126
786-260-0424 ext. 131
www.laetv.tv
Castalia Communications
8097 Roswell Road, Bldg. C Suite 202
770-396-7850
Atlanta, GA 30350
www.mexicanal.com
Luis Torres-Bohl, President
[email protected]
Mun2
100 Universal City Plaza
Universal City, CA 91608
Joe Bernard, SVP – New York
[email protected]
212-664-3593
NuvoTV
501 7th Avenue, Suite 508
New York, NY 10018
212-430-8284
Tom Mohler, CEO
Kim Reed, Chief Business Development
Officer
Advertising Sales and Network
Distribution
[email protected]
Somos TV/Semillitas/
Viendomovies
2601 S. Bayshore Drive, Suite 1250
Miami, FL 33133
786-220-0280
http://somostv.net/en/home
Alejandro Parisca, VP/GM
[email protected]
Tr3s
MTV Networks Latin America - Viacom
1111 Lincoln Road, 6th Floor
Miami Beach, FL 33139
305-534-9936
Maria Iregui, Brand Manager and Sr. VP
of Programming and Production
[email protected]
Maria Badillo, VP of Programming and
Production
[email protected]
Univision Deportes/TNovelas
(see Univision listing, above)
WAPA América and WAPA 2
Deportes
2000 Ponce de Leon Blvd.
Coral Gables, FL 33134
305.421.6375
Rafael Pérez-Subirá, Director of National
Ad Sales
[email protected]
11a
2014
ide
MARKETPLACE DATA CENTER
Population Growth Forecast
Hispanics outside principal cities grew by 8.5% during the same
In 2000 Latinos surpassed Blacks as the largest multicultural period.
group. In 2012 Hispanics comprised 16.9% of the total U.S.
The West and South are the areas with the largest concentration
population, compared to 12.5% in 2000. By 2016, nearly 18% of of Hispanics. The percentage of Hispanics in the West has grown
the population will be Hispanic – accounting for 58.4 million. by 34.3% from 2000-2010, to 40.8% of the nation’s Hispanic
According to a Pew Research Center examination of Census population. At the same time, the percentage of Hispanics in the
Bureau estimates, the median age of Hispanic men in 2012 is 27; Midwest increased by nearly 50% from 2000-2010, to 9.2% of the
the median age of Hispanic women in 2012 is 28. This compares nation’s Hispanic population.
to a median age for all men in 2012 of 36, and for all women in
2012 of 38.
Hispanics By National Heritage
Additionally, some 8.1% of foreign-born Hispanics in 2012 Hispanics of Mexican origin comprise 64.2% of the U.S.
were 19 years of age or younger and more than half (52.5%) of all Hispanic population. The second-biggest group of Hispanics,
native-born Hispanics in 2013 were under the age of 20. There Puerto Ricans, comprise 9.3% of the total U.S. Latino
are slightly more Hispanic boys than Hispanic girls among the population. Cubans and Salvadorans each account for 3.7%
foreign-born and native-born population groups.
of the U.S. Hispanic population, while Dominicans comprise
Pew Hispanic Center tabulations of 2000 Census and 2012 3.1% of all U.S. Hispanics. Interestingly, 1 in 3 Mexican
American Community Survey data show that North Carolina’s Americans (33.7%) are foreign born. This compares to 56.2% of
Hispanic population in 2012 (845,420) was 124% higher than in Cubans, 59.8% of Salvadorans, 56% of Dominicans and 64.5%
2000. At the same time, Maryland’s Hispanic population (510,448) of Guatemalans, a group that accounts for 2.4% of all U.S.
is 121% higher and Georgia’s Hispanic population (903,300) is Hispanics.
108% higher—despite economic challenges in recent years and
a state government that has been unfriendly to
Change in the hispanic population, by state – 2000-2012
undocumented immigrants. The most striking
changes were seen in Tennessee, where the
Georgia
Hispanic population (306,710) is 163% larger
North Carolina
than in 2000, and in South Carolina, where the
Maryland
Hispanic population (247,336) has grown by
161% since 2000. Hispanic population growth
Tennessee
from 2001 to 2012 accounted for 50.4% of
South Carolina
2000
total U.S. population growth.
2012
Arkansas
According to a Nielsen analysis of Census
Alabama
Bureau data conducted in May 2013, Charlotte
is the leading DMA in percentage gain for
Kentucky
Hispanic population growth between 1990
South Dakota
and 2013, at 168%. Atlanta and Raleigh are
North Dakota
second and third, respectively, followed by
the Orlando-Daytona Beach-Melbourne
0
200000
400000
600000
800000
1000000
and Ft. Myers-Naples-Marco Island DMAs.
Central Florida has seen rapid growth from
Puerto Ricans and Mexicans, while Southwest Florida has seen
Hispanic Household Income And Household
the arrival of Mexicans to agricultural areas near the Everglades
and acculturated Cubans from the Miami-Ft. Lauderdale DMA. Expenditures
Other markets that have seen sizable increases in the Hispanic According to Pew Research Center’s Hispanic Trends Project
population include Oklahoma City (119%), Kansas City (96.5%), tabulations of 2012 American Community Survey data, the
and Salt Lake City (96.5%).
median household income of all U.S. Hispanics grew 3.6%
While much attention is given to the top 10 Hispanic DMAs, in 2012, compared to 2011, and presently stands at $40,000.
it is important to note that the number of Hispanics who reside Hispanic household income is greater among native-born
outside of the Census Bureau’s Metropolitan Statistical Areas Hispanics ($43,000) than among foreign born Hispanics
(MSAs) increased by 7.7% from 2006 to 2011. The population of ($37,000). Overall, Hispanic household income is greater than
12a
that of Blacks ($33,600) but less than Whites ($56,000) and
Asians ($70,000).
According to Experian Marketing Services’ Simmons
National Hispanic Consumer Study, Hispanic households on
average have lower discretionary spending than non-Hispanic
households. This is not surprising, as Hispanic household income
is significantly less than Whites and Asians.
Dining out comprises the largest share of the average American
households’ annual discretionary spending, and the Hispanic
share of household discretionary spending on dining out is
slightly higher (18.6%) than that of non-Hispanics (18.2%).
Among Hispanic households, dining out accounts for 19 cents
of every dollar spent on non-essentials, a rate comparable to all
households.
Apparel, the second biggest spending category, accounts for
12.4% of Hispanic household discretionary spending, compared
to 12.2% for all households. Hispanic households devote a
slightly higher percentage of their discretionary spending on
charitable donations, home furnishings, and entertainment,
compared to non-Hispanics.
Hispanic Television Ad Spending
According to Kantar Media, Spanish-language television enjoyed
a 2.9% jump in measured ad spending between 2012 and 2013.
This reflects ad spending at Univision, Telemundo, TeleFutura
and Azteca América in addition to four undisclosed Spanish-
All US
households
Hispanic
household
$14,791
$11,973
Total Discretionary Spend
Estimate
$1.75
trillion
$196.87
billion
Percent of total Discretionary Spend Estimate
100.0%
11.3%
Mean HH Discretionary
Spend Estimate
Source: Experian Marketing Services, Simmons National Hispanic
Consumer Study, 2013
language cable television networks and 75 local Spanish-language
television stations. By comparison, Spanish-language television
enjoyed a 15% jump in measured ad spending between 2011
and 2012 and an 8.3% jump in measured ad spending between
2010 and 2011. For the third straight year, Kantar Media notes
that higher sell-out levels at over-the-air networks served as
the chief catalyst for the growth. Syndication expenditures
were statistically flat. These growth percentages do not include
MundoFox, which launched in Q3 2012.
Discretionary ad spending by category
Source: Experian Marketing Services, Simmons National Hispanic Consumer Study, 2013
13a
2014
ide
14a
2014
ide
TOP 10 METROPOLITAN AREAS BY HISPANIC POPULATION
Share Hispanic
Among Hispanics,
Among
Share Foreign Born
Population
Among Under
18 Share
Hispanics
Ethnic Group
% of HIspanic
Population
Mexican
Salvadoran
Guatemalan
Puerto Rican
Dominican
Mexican
Mexican
Salvadoran
Honduran
Mexican
Salvadoran
Guatemalan
Mexican
Puerto Rican
Guatemalan
Mexican
Salvadoran
Puerto Rican
Cuban
Colombian
Nicaraguan
Mexican
Puerto Rican
Spaniard
78.0%
7.6%
4.9%
28.4%
20.8%
12.2%
77.5%
7.2%
2.9%
87.9%
2.7%
1.6%
79.2%
9.6%
2.1%
85.4%
4.3%
1.9%
54.5%
6.8%
6.7%
91.0%
1.3%
1.2%
32.8%
Mexican
Salvadoran
Nicaraguan
69.5%
8.1%
3.6%
65.2%
Mexican
Puerto Rican
Spaniard
89.6%
2.1%
1.1%
Rank
Metro Area
Hispanic
Population
1
Los AngelasLong Beach, CA
5,804,000
44.8%
42.2%
58.8%
2
New YorkNortheastern NJ
4,317,000
24.2%
42.5%
29.6%
3
HoustonBrazoria, TX
2,105,000
36.7%
40.5%
46.5%
4
Riverside-San
Bernardino, CA
2,062,000
47.9%
30.5%
60.9%
5
Chicago, IL
1,971,000
21.5%
39.6%
30.3%
6
Dallas-Fort
Worth, TX
1,809,000
28.4%
39.5%
38.4%
7
Miami-Hialeah,
FL
1,627,000
64.7%
65.8%
60.4%
8
Phoenix, AZ
1,163,000
30%
30.6%
43.5%
1,114,000
22.5%
39.6%
1,112,000
55.5%
16.7%
9
10
San FranciscoOakland-Vallejo,
CA
San Antonio, TX
TOP 10 HISPANIC DMAs- 2013-2014 Television Season
DMA Rank by
Hispanic TV HHs
DMA Name
Hispanic TV HHs
% of U.S.
1
Los Angeles
1,967,440
13.4
2
New York
1,425,800
9.7
3
Miami-Ft. Lauderdale
735,740
5
4
Houston
651,300
4.4
5
Dallas-Ft. Worth
546,480
3.7
6
Chicago
535,980
3.7
7
San FranciscoOakland-San Jose
441,590
3
8
San Antonio
437,740
3
9
Phoenix (Prescott)
379,850
2.6
10
Harlingen
(Rio Grande Valley)
315,690
2.2
Source: Nielsen
15a

2014 post - HispanicAd.com

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