U.S. HISPANIC
Dan Lovinger of Telemundo: A trend toward total market planning
8 de mayo de 2012
We are seeing improvement and growth from everyone in terms of categories but I think what is really interesting in the market now is a trend toward what some people are calling “Total Market Planning and Investment”. Rather than having a Hispanic market budget, we are seeing a lot of the clients’ planners and buyers looking at the market overall and seeing what significant piece of the overall marketplace Hispanic should represent. It also helps that Telemundo is a part of the NBCUniversal family because we are able to bring that total market solution to an advertiser with only one discussion – something that Univision can’t offer. We also have been in the market with our brothers and sisters from Comcast Spotlight, a really interesting opportunity. We are calling it Telemundo Plus. It’s the idea that if you want to combine the Spanish-dominant and bilingual reach from Telemundo with the bilingual and English-dominant Hispanic capabilities from Comcast, you can reach the full spectrum that way.What we are really seeing is that our viewers are seeking our content in every single platform but in different ways. It is actually helping us to grow our audiences by having this content across multiple screens. We have made a significant investment in developing our digital content obviously because we create our own content and we have our own studios, we have the ability to bring that content to the digital space faster that our competition does.
