U.S. HISPANIC
NBCUniversal: Reduction of 10% in the duration of the commercial break of some main programs
Maribel Ramos-Weiner| 5 de junio de 2018
Laura Molen, EVP, Lifestyle and Hispanic Advertising Sales Group, NBCUniversal
Laura Molen, EVP, Lifestyle and Hispanic Advertising Sales Group, NBCUniversal recalled that, as part of NBCUniversal, they also take part in the group’s initiative to reduce ad time in primetime.
“You will see a 10% reduction in the duration of the commercial slot of some of our main programs. Additionally, you will see that in these programs, the first commercial break will last only 60 seconds and will only have one or two commercials. This is what we call the “prime pod”, the best opportunity for advertisers to address connected TV viewers with a prime advertising space,” she explains.
Branded content has always been available for Telemundo and Universo’s Upfront negotiations, both for linear and digital platforms. “A great example this year was our work with Mazda for an eight-episode documentary series titled ¡Al Bate! (Batter Up!) that presented the Big Leagues baseball player Ramiro Peña,” she comments.
“We are also placing focus on content that gives marketers the ability to build a bridge from Spanish to English with marketing programs that connect and resonate with consumers and give marketers a huge return on investment. We are doing this in the Red Carpet with E! and Telemundo, in sports with the Olympic Games and NFL, in news with Un Nuevo Día and the Today Show, to mention a few, and we have barely started,” said Molen.
Regarding the use of programmatic, Molen indicated that both for Telemundo and for Universo they are available for the programmatic buy of linear TV via Audience Studio. She highlighted that this year they announced alliances with companies such as Adobe and 4C that are allowing their clients to negotiate with our portfolio programmatically, via self-service channels. “We are truly at the forefront of advanced targeting in the TV industry.”
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