TELEVISIÓN Versión en español
Telemundo Partners With Maru/Matchbox To Create A Hispanic Insight Community Of Unrivaled Scale And Diversity
Liz Unamo| 28 de noviembre de 2017
Lia Silkworth, SVP, Insights y Desarrollo del Consumidor de Telemundo
NBCUniversal Telemundo Enterprises and consumer intelligence firm Maru/Matchbox have announced an innovative partnership and a first for the Hispanic market: a combined insight community that makes it the largest of its kind, spanning the full spectrum of U.S. Hispanics across variables such as country of origin, language in the household and acculturation level.”Our business is built on creating content tailored for the U.S. Hispanic audience and to do that successfully, we need to have the most profound insights,” said Lia Silkworth, Senior Vice President, Insights and Consumer Development, Telemundo. “MiTelemundo is part of our mission to uncover these insights around our audiences and continue our incredible momentum. As part of Telemundo’s relentless commitment to understand and super serve its consumers, we began to address a white space in online market research for ourselves and quickly realized we could scale it and make it available to our partners.””Our partnership with Telemundo will allow us to access the full spectrum of language dominances & Hispanic cultural orientations.” said Bruce Friend, President of the Media & Entertainment division of Maru/Matchbox. “We are excited to share the benefits of these innovative approaches with our clients.”Over the past year, MiTelemundo findings have informed Telemundo’s strategies across all of its screens and in the community. In addition to its size and quality, respondents’ overwhelming mobile engagement stands out from other insight communities and has emphasized the importance of a consumer segment the network calls Generation M: Millennial, Multicultural, Mobile. Beyond the network, a select group of Telemundo advertisers have already tapped into the community seeking to better understand Hispanics’ relationships to their brands and services.
