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Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S., was recognized by the Association of Latino Professionals for America (ALPFA) as one of the 50 Most Powerful Latinas 2020.” On October 8th, ALPFA celebrated these women through an event titled “Most Powerful Latinas Women of ALPFA, Values Leadership with Purpose.” 

Cynthia Hudson
Cynthia Hudson with correspondent José Levy. (Photo via Twitter)

For the fourth year in a row, ALPFA is proud to honor fifty successful women who are navigating their business divisions, companies, and industries through these challenging times with a values mindset and a purpose focused on serving the community and the greater good.  

The list is made up of powerful Latina women that includes Jessica Alba, Jennifer López, Gloria Estefan, Sofía Vergara, Eva Longoria, and Rosario Dawson, among many others. This is an event that commemorates the positive influence of Latina women in the society and how their achievements contribute to a better world.  

This is an event that commemorates the positive influence of Latina women in the society and how their achievements contribute to a better world.

CNN en Español Network was also honored during THE FAXIES Awards 2020 virtual celebration by Cablefax. The FAXIES, an awards program in the b2b space, include Behind-The Screens Executives & Teams, marketing & PR campaigns and audience engagement experiences.

Proyecto Ser Humano Campaign

Proyecto Ser Humano (The Humanity Project) is an ongoing campaign that defines CNN en Español mission. The project focus on modern-day discrimination, how society is working to solve this violation of human rights, and how we can all combat the stereotypes and behaviors that lead to the indignities that are the hallmarks of discrimination.

The significant results of Proyecto Ser Humano’s participation in THE FAXIES was the following:

CONTENT MARKETING CAMPAIGN

1st Place: Proyecto Ser Humano (The Humanity Project)

CORPORATE SOCIAL RESPONSIBILITY

3rd Place: Proyecto Ser Humano (The Humanity Project)

INTEGRATED MARKETING CAMPAIGN – CSR

2nd Place: Proyecto Ser Humano (The Humanity Project)

PUBLIC AFFAIRS CAMPAIGN

3rd Place: Proyecto Ser Humano (The Humanity Project)

CORPORATE SOCIAL RESPONSIBILITY

3rd Place: Proyecto Ser Humano (The Humanity Project)

Podcast advertising is one of the few media categories that are growing at a high rate, even in the midst of the Covid-19 pandemic. CNN Audio, the exclusive producer of audio content and podcasts for CNN Worldwide, ,is expanding CNN en Español’s podcast portfolio with the launch of “El Chapo: Two Faces of a Capo”. Narrated by journalist and CNN en Español anchor Fernando del Rincón, the six-episode podcast series follows the trial of Joaquin Guzman Loera, publicly known by his drug cartel alias “El Chapo,” and his reputation as a ruthless drug trafficker.

“El Chapo: Two Faces of a Capo” was released during the week of the first anniversary of El Chapo’s sentence (July 17, 2019), highlights new evidence and dramatic testimony through secretly recorded audio conversations, as well as through text messages and letters, that allowed the jury and the public to get an inside view of how El Chapo managed the inner workings of the Sinaloa Cartel. Audiences learn about the shocking details that came to light during his New York trial, his violent and unscrupulous methods, as well as other sides that, until now, have remained hidden. All episodes are now available to listen at http://www.cnn.com/elchapo, across mobile devices via CNN’s apps for iOS and Android, and on all major podcast platforms, including Apple Podcasts, Spotify, Stitcher, TuneIn, iHeart and Pocketcasts.

Podcast advertising is one of the few media categories that are growing at a high rate, even in the midst of the Covid-19 pandemic.  Cynthia Hudson, SVP and managing director of CNN en Español and Hispanic strategy at CNN recently told Portada that CNN en Español’s  podcast ad inventory is sold out until July.
According to the IAB and PricewaterhouseCooper’s full year podcast ad revenue study, the category will grow  by 14.7% to US $ 1 billion in 2020. Media buying agency Omnicom and Spotify recently announced a  a deal worth US$ 20 million in podcast advertising.

Podcast Marketing: Among the Top Ten Podcasts

Regarding advertising monetization of the El Chapo podcast, sources at CNN tell Portada that they are “seeing healthy interest from our advertising partners across the WarnerMedia portfolio of podcasts. The podcast is supported by CNN Audio and WarnerMedia’s network of advertising partners.”

The podcast is supported by CNN Audio and WarnerMedia’s network of advertising partners.

They add that the they El Chapo podcast is among the “the top 10 of LatAm podcasts and has millions of downloads on a daily basis.” More podcasts series are in the offing, according to the source, as “several unnanounced projects are currently in development.”

Production: Storytelling Relying on the Presenter’s Voice

Fernando del RinconCNN anchor Fernando del Rincon, photo, tells Portada that it was an “exciting challenge to adapt the El Chapo story to a podcast.”  Regarding the differences between audio production and television production he notes that they are quite different from each other, especially when it comes to storytelling: “Storytelling in a podcast relies heavily on your voice, and the content and tone depend so much on how you narrate the story. It’s all about engaging listeners to draw them in. The original El Chapo documentary was produced for TV where there is visual support, so adapting the content into a podcast was not an easy task since it’s a complicated story to tell. But the end result that we produced is amazing.”

Storytelling in a podcast relies heavily on your voice, and the content and tone depend so much on how you narrate the story.

 

 

 

 

 

 

 

In an exclusive interview Cynthia Hudson, SVP and managing director of CNN en Español and Hispanic strategy at CNN, explains how COVID-19 has moved her company to build new offerings in tune with audiences new content needs as well as to optimize content delivery across different screens.

In Q1 2020 CNN en Español’s linear TV audiences have seen triple digit growth rates compared to Q3 2019. The growth has been buoyed up because last March CNN en Español was included in the basic DirecTV package, which helped boost the channel’s overall audience to 22 million households. April 2020, was CNN en Español’s third highest month on record in terms of linear TV viewership by the 25-54 year old demographic.

Hudson tells Portada that CNN en Español’s audience is growing at a very high rate, particularly in digital channels including video and podcast. April 2020 surpassed March 2020 as the biggest month on record in terms of unique visitors at https://cnnespanol.cnn.com, with 50 million unique users and 123% year on year growth, and 123 million video starts (130% year on year growth).

Advertiser Response

The high growth rate of  digital audiences has enabled CNN en Español to substantially increase its programmatic advertising sales, particularly for video. “Advertising in video-programmatic has been three times higher year-to-date, compared to the same period last year,” Hudson asserts. “Our podcasts are sold out until July,” she adds. Regarding overall advertiser response in the current COVID-19 health crisis, Hudson notes that “advertisers are interested in finding ways to reach people with different messaging. They are conscientious about what the consumer really needs. Right now the consumer needs to know that he is not alone.”

Advertising in video-programmatic has been three times higher year-to-date, compared to the same period last year.

At least part of CNN en Español’s audience increase can be attributed to the high credibility of CNN en Español’s information. Hudson emphasizes that it is precisely in times of crisis that audiences crave for “real news, facts and reliable sources.”

Content: Everything Changed …

“COVID-19 changed everything. We are trying to address the new questions: News that impact your life, your CNN en espanolfuture and your family,”Hudson notes. “We are finding we need to grow where the people are and are developing new ways to engage with the audience,” Hudson says. As one example she cites the podcast “COVID19 con el doctor Helmer Huerta”, which has had an audience of more than 1 million listeners. To reinforce its connection with its audience CNN en Español recently activated the “Aquí estamos Campaign.” The campaign stresses that in times of uncertainty, the facts reported by CNN provide clarity and comfort. The campaign is being promoted internally at CNN as well as through CNN en espanol’s digital and linear TV channels.
A new podcast analysing Latino issues and voting trends for the 2020 November election is in the offing. Called “Voto Latino” it will be led by journalist Juan Carlos Lopez. According to Hudson the podcast will address topics such as where Latino politics is going to and what is happening with the political season. “It’s important to take into account that however we manage politics in this country, it reverberates across the world,” she notes.

COVID-19 changed everything. We are trying to address the new questions: News that impact your life, your future and your family.

…including Content Delivery

CNN en Español has been implementing a strategy of delivering content on specific topic areas over linear TV and digital vehicles (desktop, ipad, mobile phones etc.). These include anchor Xabier Serbia led programming on business/finance as well as “Vive la Salud”, a health and well-being show aired every Thursday after CNN’s global town hall. Some segments are specifically built for digital and are broadcast via the Facebook live platform.

Regarding 2021 programming, Hudson notes that the lessons learned during this process are going to continue in 2021. Hudson, who oversees all aspects of CNN’s Spanish-language media businesses, including newsgathering, and editorial content, plans a three pronged evolution of programming. First supporting the ongoing evolution of content delivery across different platforms. Second several documentaries and new series will air next year. Finally, CNN en Español is going to continue to build out content from its bureaus including its offices in Mexico and Argentina (e.g. CNN Primera Manana con Nacho Giron and all news format from CNN’s Argentina office.).

What: For audience data analysis, CNN blends and analyzes multiple data streams that reveal its audience’s preferences. Thus, the world-renowned news organization produces content that keeps viewers coming back.
Why it matters:  CNN’s VP of digital research and analytics Seth Holladay outlines the challenge of finding the right data and analytical tools to ensure that content engages loyal viewers and attracts new ones.

 

Audience data analysis tools

Cookies are not enough when it comes to a complete understanding of your audience, according to CNN’s VP of digital research and analytics Seth Holladay. In other words, the bits of data stored on users’ web browsers provide only a partial picture of CNN fans’ interests and viewing habits.

To really know its audience, CNN turns to multiple data streams gathered from its own online properties and third-party data sources. For example, this includes Google and Alexa voice-activated speakers. Moreover, it analyzes users’ behavior on CNN’s websites, Holladay told Portada during a sit-down interview at Portada Miami.

CNN uses multiple sources of data and data analysis tools to inform its editorial, advertising, and content strategies. “We watch how people are interacting with our content,” Holladay said.

For instance, one tool CNN uses for audience data analysis is Adobe Analytics, to track users’ interaction with CNN’s websites. But cookies aren’t enough. Thus, CNN also uses third-party data sources, like Comscore, to better understand its audience demographics.

 

Third-party data and other data sources

“Across the CNN portfolio, we cover a lot of topics. Comscore for the U.S. market allows us to understand the demographics of our viewers,” Holladay told Portada. “We take a lot of our really granular Adobe-level data, users’ actions on our website, and within that we are blending in different types of data using a lot of third-party sources to enrich that data.”

Seth Holladay, CNN

Audience information drawn from third parties includes data from Alexa and Google Home smart speakers that, while not directly connected to CNN, still provides valuable insights, Holladay said.

We have increasing interest from Hispanic audiences across the world in what is happening in the U.S.

 

 

Connecting the dots with mobile

To further close gaps in audience data analysis, CNN looks at data drawn from consumers’ mobile advertising IDs.There is an ability to connect the dots with mobile advertising IDs, what people are doing and the online behavior data from Adobe, and then match those with the advertising side to create a richer picture of the audience,” Holladay explained.

CNN has a “number of initiatives underway” to deploy AI and machine learning to analyze the data it collects. But human decision making is still a key component of how CNN uses data to guide its content decisions.

“From a business perspective, at our core we are a news service. We have a lot of editorial oversight so that will remain the main driver in our decision making.”

 

Multi-cultural advantage

CNN en español allows CNN to isolate the Hispanic audience in a unique and discreet way, Holladay noted.

And the current political climate in the U.S. has turned into a plus for driving new Hispanic viewers to CNN’s properties.

We are blending lots of different data.

 

“What we have now is a platform for people that want to consume news in both languages. We have an increasing interest from Hispanic audiences across the world in what is happening in the US,” Holladay told Portada.CNN discusses audience data analysis

Moreover, CNN en español also allows the news network to draw a deep understanding of content preferences in the different countries in Latin America where it is available. This is also very useful for audience data analysis.

“One of the most basic things we collect is the geography of the user,” Holladay said.

 

Informing editorial decisions

First, CNN collects and analyzes “tons of signals” to understand its visitors. The company examines what digital properties they’re clicking on, what causes them to leave a site, and their digital touchpoints.

Then, it deploys a real-time dashboard to give its editorial professionals a true picture of the impact of content. In this way, they see “what types of topics and subjects resonate with different types of audiences,” Holladay said.

 

What: Carnival Cruise Line’s Christine Esteve, OMD Multicultural’s Ana Crandell, and CNN’s Seth Holladay kicked off the twelfth edition of Portada Miami with a panel entitled How Data and Content Continue to Fuel the Evolving World of Advertising.
Why it matters: Data continues to drive marketers’ efforts to gain the best and most granular understanding of markets and consumers, but Portada’s panelists offered some surprising back-to-basic advice as they enlightened the audience about the rapidly changing data and advertising landscape.

Data, and more of it, continues to guide strategy and content for media companies like CNN and brand marketers such as Carnival Cruise Lines. But participants in Portada Miami’s kickoff panel How Data and Content Continue to Fuel the Evolving World of Advertising had some surprisingly non-technical advice for their audience.

“You have to understand what you are trying to achieve. Then you have to find the data to support that,” panelist Andrew W. Russo, VP of Data Science at Starmark, advised the audience.

“It’s still about who, when, where, how, and what. I always ask: what is your objective when you start a project?”

Carnival Cruise Line’s VP of Ecommerce Cristine Esteve offered similar back-to-basics advice, noting that marketers sometimes make the mistake of using data that is drawn from samples that are not truly representative of the target audience they are trying to reach.

“It is imperative to know the sample from which the data is being sourced to be sure it is representative of the full breadth of the U.S. Make sure that the sample accurately represents against the segment you are planning,” she advised.

Esteve also emphasized the importance of having clear goals and objectives before wading into the complexity of using data to drive content.

You have to understand what you are trying to achieve. Then you have to find the data to support that.

OMD Multicultural’s Group Account Director Ana Crandell advised not to let the science obscure the importance of creativity in content creation. “The infusion of data has placed most of the focus on the science, but we as an industry need to swing the pendulum back to the artistic part as well.”

A/B Testing Alive and Well

A/B testing of content is alive and well at Carnival Cruise Lines, which uses it hundreds of times every day, according to Esteve, as it guides the use of headlines, product positioning, and how to build content that has a broad reach.

“Because of the complexity of all the data, and the fact that we can personalize content, we do a lot of A/B testing so that we are specifically talking to the different personal segments.

It is imperative to know the sample from which the data is being sourced.

A/B testing comes before machine learning, said CNN’s Seth Holladay, VP of Digital Research & Analytics for CNN. “Before you run a marathon, you have to be able to run a 5K.”

Insight: How CNN Mixes Data and Content

Panel moderator Guillermo Arduino, CNN Anchor and Correspondent for Encuentro
CNN en Español 
drilled down with questions aimed at understanding how CNN uses data to inform its content, audience understanding, and editorial strategy.

CNN collects data to both inform its editorial decisions and to give advertisers the most granular view of CNN’s wide and widely varied audience of viewers.

“We need to figure out what data to collect so that we can handle those dueling objectives,” Seth Holladay said.

CNN collects “tons of data” based on its audience’s viewing choices. “They are giving us tons of signals coming in the forms of what people are clicking on, where they are not clicking, what is causing them to leave the site, so we’re looking across the consumer touch points that we have. Then we connect this with our editors to inform their decisions on what they program, what content we program, where we put our resources,” Holladay said.

How Data Drives Content

Segmentation and statistical models are required to take data gathered from cookies and create a richer, more accurate knowledge of the target audience, according to Starmark’s Andrew Russo.

“We look for those statistical nuances to build content. I do a lot of work with digital marketing so I am looking at cookie data but it doesn’t tell me everything. We need to understand more about who we are targeting,” Russo said.

OMD Multicultural uses data to “inform content and develop the most important pieces of creative that then represent a perfect match to influence the consumer,” said Ana Crandell.

OMD also uses data on the “back end” to then validate that its creative strategies are working.

But creative still requires an artistic component, she emphasized. “Remember that the practice of media planning is both an art and a science.”

What: CNN’s Robin Garfield, Tecate’s Belen Pamukoff, and GroupM’s LaToya Christian kicked off the Portada Data and Content Marketing Forum with a panel titled How Data and Content Continue to Fuel the Evolving World of Advertising.
Why it matters: With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

By Dane C. Rogers

(L to R) Robin Garfield, Belen Pamukoff, LaToya Christian.

Wednesday’s Portada Data and Content Marketing Forum kicked off with a panel discussion on How Data and Content Continue to Fuel the Evolving World of Advertising. CNN en Español Anchor and Correspondent Guillermo Arduino moderated the panel which was composed of the following representatives from the network, brand, and advertising media agency areas: Robin Garfield, SVP of Research and Scheduling for CNN, who oversees consumer research and audience analysis in order to schedule programming for various channels and platforms across the network. Belen Pamukoff, Brand Director for Tecate (Heineken), specializes in building healthy brands and improving sales performance. LaToya Christian, Managing Partner, Marketing and Analytics at GroupM, has a 10-year track record of creating and implementing brand strategies for high-impact marking campaigns for various Fortune 500 companies (Target, Google, Unilever, NBCUniversal, and others).

CNN en Español and Portada will partner up again at Portada Miami to offer yet another perspective on the question addressed here. Christine Esteve, VP E-Commerce, Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

The question-and-answer format brought up a variety of topics that led to an illustrative discussion of the key issues facing media marketing professionals.

With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

62% of marketers feel that there is too much data out there and they don’t know where to start.

The first major question was: When you look at content and data what comes to mind first? From the network perspective, Robin Garfield said CNN considers data, “What people are watching, which platform they are coming from, and where they are going next. We use that information to program on a real-time basis and also over the long-term, to build products and programming to meet those demands.”

Belen mentioned that data is used in a two-part process to carry out a brand’s strategy. Brands can use data to first, make a message more relevant and, second, to inform that strategy of how to deploy and distribute its content to an audience.

LaToya shared the statistic that 62% of marketers feel that there is too much data out there and they don’t know where to start. The key is to “remember that each data point is an interactive event in which consumers are telling us their preferences” and reiterated the important to “humanize the data.”

When asked about how a news organization weighs discovering the truth with creating targeted content, Robin mentioned the importance of understanding that consumers are people first, and that delivering the news and information that people care about is core to the brand. CNN has been able to couple its user data with surveys and focus groups in order to figure out the interests of its audience to best present the most relevant facts.

LaToya reiterated the question that often arises, Whether data stifles creativity? Her belief is that “data and content live together and fuel one another.” She explains that data is able to present concrete facts that drive engaging stories. It can fuel opinions and grounds vibrant discussions in reality.

Also read CNN en Español: What Are the Ways Data Can Fuel the World of Advertising?

Robin added that in her experience, “people love to geek out on data,” especially when it comes to polling and tracking data involving political coverage. In fact, the consumers who really love data often move from television to digital platforms and those multi-platform consumers spend the most total time interacting with CNN, and are the most attractive to advertisers.

Belen opened up about some of the shortcomings of the data available to an alcohol brand that knows its customers primarily through their spending patterns. There are certain limitations that come from the absence of online shopping information, and the data Heineken gets is primarily where its Tecate customers shop and their zip codes. The brand knows it is playing without a full deck, as many suppliers are unwilling to share their sensitive customer data.

People will remain willing to share data, provided that a good value proposition exists for the consumer.

Belen also mentioned the importance of understanding the level of diversity that exists within the hispanic audience. A major distinction exists between acculturated and un-acculturated Hispanics, the former who may not even speak Spanish may respond to different tactics than those totally immersed in Hispanic culture. These differences are not often seen on paper, and many decision-making executives only know of the “power of the hispanic market” but oftentimes fail to understand the intricacies of the segment itself. Explaining those differences can sometimes be challenging to non-Hispanic managers. “Even within the LA market, there are significant differences between those who identify as chicanas vs cholos.”

Data, Content and Privacy

A hot topic for any consumer. Latoya said that as she considers things from both the customer and the marketer side, the importance is for those with access to data must act ethically with it, and those questions are being asked more frequently from consumers.

Robin presented the notion of a data exchange, an unwritten contract that exists between consumer and marketer. People will remain willing to share data, provided that a good value proposition exists for the consumer. She made the analogy of a patient being willing to share their health information if it could potentially save their life or offer better treatment. Marketers, too, should offer a benefit.

The panel ended with the major topic of granularity and the quest for a common currency when dealing with Hispanic audience measurement. LaToya said that while granularity may be important, there will always be gaps in data unless a multi-source approach can be reached. As for a common currency of data, Belen believes that it probably cannot be achieved, due to the complex nature of the audience. LaToya said that from a large marketer perspective, because trying to segment the market with only one data source is generally ineffective, it is unlikely that we will ever see one.

What: CNN en Español delivered its highest-rated quarter since subscribing to Nielsen in April 2018.
Why it matters: CNN en Español has been covering the political and humanitarian crisis in Venezuela, reaching more total viewers than ever since subscribing to Nielsen.

Led by the on-going coverage of the political and humanitarian crisis in Venezuela, CNN en Español delivered its highest-rated quarter in prime & total day during 1Q’19, since subscribed to Nielsen* among Total Viewers,  Adults 25-54 & Adults 18-49.

1Q’19 also produced the two best-performing months (#1 Feb’19, #2 Jan’19) for CNN en Español during prime & total day since subscribed to Nielsen*.

In this quarter, CNN en Español also delivered its highest rated one-day total day average (2/23/19 – Crisis at Venezuela-Colombia Border) among Total Viewers. Adults 25-54 and  Adults 18-49 , since subscribed to Nielsen*.

Source: Nielsen, CNNE (Apr’18-March’19, thru 03/31/19), L+7/LSD blended, P2+, A25-54, A18-49, Prime (M-S 8p-11p), Total Day (M-S 6a-6a).
*Note: CNNE began Nielsen subscription on Apr’18.

What: CNN’s SVP of Research and Scheduling Robin Garfield tells Portada how the ubiquitous news broadcaster is navigating the complex landscape of digital, mobile, OOH and OTT television viewing habits along with the greatly expanded opportunities they present for brands to communicate with their markets.
Why it matters: In spite of predictions that the small screen would go the way of the dinosaur, quite the opposite is occurring as multiple platforms and viewing opportunities inside and outside the home bring viewers closer to CNN in their living rooms, including millennials, making it an even stronger medium for advertising.

Like the famous newspaper headline proclaiming “Dewey Beats Truman,” predictions of the demise of the traditional home television haven’t proven to be true. In fact, in a recent interview with Portada, CNN’s Senior Vice President of Research and Scheduling Robin Garfield describes a much different landscape where brand marketers have new and expanding opportunities to communicate with their markets via advertising on CNN.

Some of Garfield’s top insights include:

  • While viewers are using more and more platforms to view CNN, “traditional TV viewing has never been stronger.”
  • CNN is the “youngest” news brand on TV and mobile phones are a gateway for Millennials to both discover and become loyal CNN viewers.
  • More viewers prefer to watch CNN live when viewing CNN on over-the-top (OTT) media
  • CNN’s online shopping guide CNN Underscored has proven very popular with consumers.

Measuring Out-of-Home Viewing

CNN was an early adopter of OOH (out-of-home) metrics to understand how CNN content is consumed in airports, bars, doctors’ offices and other public venues. “It’s been our mission to be able to just holistically tell a story about where people are encountering CNN and how they are consuming us in those places.” Garfield told Portada.

Traditional TV viewing has never been stronger.
Each viewing experience of CNN away from home is “unique,” and the broadcaster, using its measurement data and understanding of each, works to help advertisers to tailor their messaging for maximum impact. “What is important to us when working with advertisers is to understand what the advertiser is trying to accomplish and then help them understand what the different platforms are.”

CNN’s Robin Garfield will participate at #PortadaNY on April 3 where she will be a speaker on the panel “How data and content continue to fuel the evolving world of advertising.

CNN doesn’t let so-called “analysis paralysis” get in the way. “It is easy to get the data wrong.  We still need to rely on our expertise. But it’s vital that researchers focus on the research goals and the best tools for the job rather than chasing available data.”

Live TV Most Popular OTT Choice

Over the top (OTT) viewing opportunities, including services like Apple TV, are another very important venue for CNN consumers, and the single most popular CNN OTT content is Live TV. “We’re on all of the platforms and on each of the OTT media we have our live TV feed, on-demand content, (original series, big events) video on demand, and clips. But live TV is really important,” Garfield told Portada.

It’s vital that researchers focus on the research goals and the best tools for the job rather than chasing available data.
“I don’t want to overstate the difference between the OTT opportunities because they are all different, but I think more than anything else they are all growing and evolving and creating new capabilities for advertisers with targeting that makes them very exciting.”

Mobile a CNN Gateway for Millennials

Millennials “skew” to watching CNN on mobile platforms like smart phones, and the mobile phone has proven to be a gateway for acquiring their loyalty which includes, watching CNN at home on a traditional television.

Garfield said she recently spoke with a young 19-year-old woman who started watching CNN on her mobile phone, and has become a big fan of CNN’s Erin Burnett OutFront. “The gateway platform was the phone but she catches up at the end of the day,” on her television at home, Garfield said explaining the woman’s CNN consumption pattern.

Importance of CNN’s Multi-cultural Audience

 A proposal to put a citizenship question on the US census is being watched closely by CNN, according to Garfield. “From a research perspective, it is very important that the US Census methodology does not change in a way that discourages participation. A variety of research sources and methods rely on it to establish the total, available universe.

The Portada Data and Content Marketing Forum this Wednesday April 3 in New York City is a great opportunity  for brand, agency and media executives  to learn directly from the experts how data and content are being leveraged for increasing ROI. A star-studded list of speakers, which includes CNN’s Robin Garfield, Heineken’s Belen Pamukoff, Sotheby’s International Realty’s John Passerini, Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds  and the Washington Post’s Annie Granatstein will dive deep into how data analytics drive content strategies and ultimately content influences commerce.

If you are looking for fresh insights into how data and content are driving  advertising and e-commerce, get your tickets now  for the Portada Data and Content Marketing Forum which will take place in New York City at the Cachet Boutique Hotel on April 3.

The event includes a special breakfast panel courtesy of CNN en Español as well as time set aside for valuable networking.

Here’s what you can’t miss:

CREATING MEANINGFUL CONNECTIONS WITH AFFLUENT CONSUMERS

John Passerini, Global VP Interactive Marketing, Sotheby’s International Realty
John Passerini is on a roll, and Sotheby’s International Realty is reaping the benefits of his “digital first” approach
to the venerable firm’s marketing, raising the bar in the industry and connecting with  consumers in new
and highly personalized ways. How is he leveraging AR and video to create content that builds market loyalty even before a customer makes a purchase? How can a company’s own AR application be used to drive sales? What approaches and decisions are driving Sotheby’s digital success?

 

HOW DATA AND CONTENT CONTINUE TO FUEL THE EVOLVING WORLD OF ADVERTISING

Join a highly informative and insightful discussion of how data and content are joined to produce a higher return on investment for brand marketers. Hear valuable experiences from both sides of the marketing coin: media and brand strategists. as well as agency

Moderator, Guillermo Arduino, CNN Anchor and Correspondent for Encuentro, CNN en Español

 

 

 

Robin Garfield, SVP, Research & Scheduling, CNN

 

 

 

LaToya Christian, Managing Partner Marketing Strategy and Analytics, GroupM

 

 

 

Belem Pamukoff, Heineken Brand Director, Tecate & Tecate Light

 

 

DRIVING CONTENT WITH DATA AND AI

AI is sweeping the marketing and customer communications landscape by storm. Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds and Annie Granatstein, Head of WP BrandStudio, The Washington Post will reveal how Oppenheimer Funds and the Washington Post partner to leverage data and ensure that native content is served within contextually relevant content served up by WAPO.. Hear how these brand and tech innovators answer questions about the role of AI, how brands who do not use first party data or a DMP can profit from a partnership with a publisher and more….

Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds

 

 

 

Annie Granatstein, Head of WP BrandStudio

 

 

 

 

CONTENT PREFERENCES OF SPANISH-SPEAKING CARIBBEAN CONSUMERS IN THE U.S.

What are the best-in-class content passion points being used to reach the more than 8 million Puerto Rican, Dominican and Cuban consumers on the US mainland? How are brands successfully marketing to this important part of the Hispanic population? Hear all the answers from Augusto Romano, CEO of
DIGO Hispanic Media who will be interviewed by Edwina Morales, Group Media Director Multicultural at Horizon Media.

 

CONTENIDO EN ESPAÑOL

Juan Carlos Samper, CEO, We Are Content

Get ready to hear insights and leading-edge tips on Spanish-language content marketing in the United States from Juan Carlos Samper, the CEO of We Are Content. We Are Content is a site where agencies and brands can connect with thousands of providers of content strategy marketing including video and animation, photography, audio, music, design, translation and copy.

CASE STUDY: A CONTENT DISRUPTOR

INQMC is a rapidly growing e-commerce business leveraging content to build market share in the fintech sector. CEO Marcelo Rodriguez will explain how INQMC, a digital financial advisor and digital financial platform, is using content strategy and technology to connect under capitalized Hispanic businesses with small-business lenders. Rodriguez will pull the curtain back on the techniques and insights INQMC’s is deploying to grow its brand and customers’ loyalty. “As Hispanic entrepreneurs in the US, we saw thriving businesses unable to grow because of their lack of financial knowledge and access to capital.”

 

Enjoy the sights and sophistication of the Big Apple and hone your data and content marketing skills at the same time. Click on the banner below now!

What: In order to drive content strategy, brands need quality, granular data. As #PortadaLA panelists discussed, digital media allows gathering precise data that serves as a good starting point to make media, budget, and attribution decisions.
Why it matters: Content is one of the best ways to connect with consumers, but there is a need to develop better tracking methodologies and newer data tools that can be leveraged to reach the Hispanic audience more effectively.

By Ryan Orvis, guest Portada contributor.

 

The relationship between data and content formed the basis of ‘How Data and Content Continue to Fuel the Evolving World of Advertising’, a Portada Los Angeles panel discussion led by Guillermo Arduino, CNN Anchor and Correspondent for Encuentro (CNN en Español). Joining in the conversation were Caro D’Antuono, Vice President of Marketing for Northgate Markets; Frances Rubio, Multicultural Marketing Analytics Manager for GroupM; Roxane Garzon, Media Director for Casanova; and Robin Garfield, Senior Vice President of Research and Scheduling for CNN.

Robin Garfield and Frances Rubio

A key takeaway from the panel was the need for quality, granular data to drive content strategy. This is particularly crucial for the Hispanic market, where there is a strong need for a common currency of audience measurement.

The panelists discussed utilizing data to construct a user profile as a starting point. “Who are we connecting with, and where is there an opportunity?” asked Caro D’Antuono. “Most of the time [content] resonates with a specific audience whether it’s male or female, a specific age group, or a language preference.”

Roxane Garzon explained how digital media allows us to hone in on a specific consumer to gather precise behavioral data. This data can then be leveraged to make decisions on media, budget, and attribution.

Roxane Garzon

For Frances, the process begins by looking at all data sources —including social, syndicated, and internal— to understand who the audience is. “There is no single source of truth,” she explained, describing the importance of a data-agnostic approach.

Robin discussed using real-time data to discern what people are thinking as opposed to what actions they are taking. “First we want to think about the people. Data is a representation of the audience and what people are doing. It’s one part of the research ecosystem. What’s really important is that we connect the data to audience insights.

Data is only as good as where you’re getting it from— especially in multicultural [marketing],” explained Roxane, outlining the challenges of attributing data to specific points in the sales funnel. This is especially difficult for smaller businesses, for whom multicultural audience data is expensive and relatively scarce.

Caro D’Antuono and Guillermo Arduino

Caro described content as one of the best ways for advertisers to connect with multiple users at different stages of the funnel, something that has become increasingly necessary with developments in media and technology. “The world is changing so much faster outside of our organization. Everything from the media landscape, to the consumer, to everything they have access to is changing so rapidly.”

Frances stressed the importance of developing better methodologies for tracking the Hispanic audience, especially as younger audiences grow increasingly diverse. This includes using multiple data sources to develop a fuller view of the audience and working with partners to develop new tools for data collection.

“It’s a fascinating time for us to be able to push the way forward,” she said. “[We] need to focus on speaking to growth opportunity segments, and those who don’t will be left behind.”

The Portada Data and Content Marketing Forum  next Wednesday April 3 in New York City is a great opportunity  for brand, agency and media executives  to learn directly from the experts how data and content are being leveraged for increasing ROI. A star-studded list of speakers, which includes CNN’s Robin Garfield, Heineken’s Belen Pamukoff, Sotheby’s International Realty’s John Passerini, Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds  and the Washington Post’s Annie Granatstein will dive deep into how data analytics drive content strategies and ultimately content influences commerce.

If you are looking for fresh insights into how data and content are driving  advertising and e-commerce, get your tickets now  for the Portada Data and Content Marketing Forum which will take place in New York City at the Cachet Boutique Hotel on April 3.

The event includes a special breakfast panel courtesy of CNN en Español as well as time set aside for valuable networking.

Here’s what you can’t miss:

CREATING MEANINGFUL CONNECTIONS WITH AFFLUENT CONSUMERS

John Passerini, Global VP Interactive Marketing, Sotheby’s International Realty
John Passerini is on a roll, and Sotheby’s International Realty is reaping the benefits of his “digital first” approach
to the venerable firm’s marketing, raising the bar in the industry and connecting with  consumers in new
and highly personalized ways. How is he leveraging AR and video to create content that builds market loyalty even before a customer makes a purchase? How can a company’s own AR application be used to drive sales? What approaches and decisions are driving Sotheby’s digital success?

 

HOW DATA AND CONTENT CONTINUE TO FUEL THE EVOLVING WORLD OF ADVERTISING

Join a highly informative and insightful discussion of how data and content are joined to produce a higher return on investment for brand marketers. Hear valuable experiences from both sides of the marketing coin: media and brand strategists. as well as agency

Moderator, Guillermo Arduino, CNN Anchor and Correspondent for Encuentro, CNN en Español

 

 

 

Robin Garfield, SVP, Research & Scheduling, CNN

 

 

 

LaToya Christian, Managing Partner Marketing Strategy and Analytics, GroupM

 

 

 

Belem Pamukoff, Heineken Brand Director, Tecate & Tecate Light

 

 

DRIVING CONTENT WITH DATA AND AI

AI is sweeping the marketing and customer communications landscape by storm. Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds and Annie Granatstein, Head of WP BrandStudio, The Washington Post will reveal how Oppenheimer Funds and the Washington Post partner to leverage data and ensure that native content is served within contextually relevant content served up by WAPO.. Hear how these brand and tech innovators answer questions about the role of AI, how brands who do not use first party data or a DMP can profit from a partnership with a publisher and more….

Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds

 

 

 

Annie Granatstein, Head of WP BrandStudio

 

 

 

 

CONTENT PREFERENCES OF SPANISH-SPEAKING CARIBBEAN CONSUMERS IN THE U.S.

What are the best-in-class content passion points being used to reach the more than 8 million Puerto Rican, Dominican and Cuban consumers on the US mainland? How are brands successfully marketing to this important part of the Hispanic population? Hear all the answers from Augusto Romano, CEO of
DIGO Hispanic Media who will be interviewed by Edwina Morales, Group Media Director Multicultural at Horizon Media.

 

CONTENIDO EN ESPAÑOL

Juan Carlos Samper, CEO, We Are Content

Get ready to hear insights and leading-edge tips onSpanish-language content marketing in the United States from Juan Carlos Samper, the CEO of We Are Content. We Are Content is a site where agencies and brands can connect with thousands of providers of content strategy marketing including video and animation, photograpy, audio, music, design, translation and copy.

CASE STUDY: A CONTENT DISRUPTOR

INQMC is a rapidly growing e-commerce business leveraging content to build market share in the fintech sector. CEO Marcelo Rodriguez will explain how INQMC, a digital financial advisor and digital financial platform, is using content strategy and technology to connect under capitalized Hispanic businesses with small-business lenders. Rodriguez will pull the curtain back on the techniques and insights INQMC’s is deploying to grow its brand and customers’ loyalty. “As Hispanic entrepreneurs in the US, we saw thriving businesses unable to grow because of their lack of financial knowledge and access to capital.”

 

Enjoy the sights and sophistication of the Big Apple and hone your data and content marketing skills at the same time. Click on the banner below now!

What: The senior vice president and general manager of CNN en Español and Hispanic strategy for CNN/U.S.,2018 has been recognized with the PromaxIMPACT Award and the 2018 Leading Ladies of Entertainment by The Latin Recording Academy.
Why it matters: Veteran CNN executive Cynthia Hudson is being recognized for her enduring impact on the media and entertainment industries as a champion of inclusion, engaging diverse audiences, and embracing multicultural awareness through marketing.

In an act that will inspire women everywhere, the PromaxBDA Board of Directors will recognize Cynthia Hudson, SVP and General Manager of CNN en Español, as the recipient of the 2018 PromaxIMPACT Award On November 14th.  This is a great honor for the CNN veteran, as the award is reserved exclusively to  “a cultural influencer for their work and continued IMPACT on multicultural awareness, embracing and engaging diverse audiences within the entertainment marketing industry.”

As the criteria state, this award by PromaxBDA celebrates figures in the communications industry that have had an influential and continued commitment to inclusivity. Cynthia Hudson, who has won 8 regional Emmy Awards and been named as one of People en Español’s most powerful women, has had a lasting impact on the professional community of entertainment marketers and creatives.

Right the following day, on November 15th, during the “Latin Grammy Week” in Las Vegas, Nevada, the Latin Recording Academy will distinguish Cynthia Hudson with the 2018 Leading Ladies of Entertainment award. This organization honors and recognizes professional women within the arts and entertainment industries who have made significant and indelible impressions and contributions to their fields.

These two recognitions are just the most recent addition to Cynthia Hudson’s long list of achievements and contributions. She is a great example of the amazing women that are fully committed to changing the industry of marketing and entertainment for the better every day.

Congratulations, Cynthia!

 

What: For the third time this year, Portada and CNN en Español partnered up for the last thought leadership breakfast for multicultural markets. The breakfast touches upon a wide range of issues. This issues including Hispanic advertising trends. This edition’s brilliant panelists included Cynthia Dickson, Associate Director, Multicultural Strategy at Canvas and Elizabeth Barrutia, CEO & Founder of Baru Advertisement. Teylez Perez, VP, Marketing & Advertising at Pantaya, Lionsgate participated on the panel, too.
Why it matters: Multicultural consumers account for over 50% of U.S. population. There is a need to rewire and rethink what multicultural marketing means. With the advent of new technologies and the access to virtually unlimited data, big players like CNN can tap into insights. These insights allow for a better understanding of its target.

Portada and CNN en Español joined forces once again as part of this year’s event. Consequently, Portada Los Angeles was held at the the Loews Hotel, Santa Monica. It followed the successful Thought Leadership Breakfasts that took place in New York and Miami. As a result, the Portada Los Angeles event framed the perfect setting for one last discussion about multicultural audiences and Hispanic advertising trends. Consequently, the panel spoke specifically about best practices to better address the Hispanic consumer.

Nielsen Ratings a Big Coup for CNN en Español

Izzy Gonzalez, Director, Cross-Platform Sales, U.S. at CNN en Español kickstarted the event. He reminded the audience that the firm is now being rated by Nielsen. It manifests a dream come true for the hardworking men and women who have built CNN en Español. They have seen it grow to what it is today. It is now the sole 24-hour Spanish-language news network in the U.S. that delivers all genres of original content.

CNN celebrity anchors Xavier Serbia and Fernando del Rincón moderated the panel. The panel included Cynthia Dickson, Associate Director, Multicultural Strategy at Canvas Worldwide. It featured as well Elizabeth Barrutia, CEO & Founder of Baru Advertising, and Teylez Perez, VP, Marketing & Advertising at Pantaya. Serbia and del Rincón greeted the panelists on stage. They asked the first question: to what an extent do we understand who Hispanics are?

Elizabeth Barrutia said it’s not an easy task. However, certain tools help to understand Hispanics when in the middle of planning processes. “We make sure we look at the country of origin. You have ot look at generational differences. […] We examine the data behind everything. We also look at the cultural context as well. How we say pineapple in Mexico is very different to how we say pineapple in Argentina. As a result, the cultural nuances are definitely something we consider in our communication strategies.”

 It’s up to us as thought leaders, as agency partners and ambassadors for our community at large to educate [our clients] on what ROI potential can be.

Hispanic Growth Juggernaut Continues

Hispanics will become the largest minority in the U.S. and because that is well known by the panel of thought leaders, as Serbia put it, the notion is that a minority that already translates to “a trillion-dollar purchasing power” will become more powerful. Consequently, the panelists agreed any brand that does not take this into consideration is getting into trouble. Then, Cynthia Dickson emphasized that even if Hispanics and their purchasing power are in the minds of marketers, “how they are approaching it is definitely different depending on where they are on the lifecycle on their multicultural marketing.”

As a result, she said “We take each brand in its own stage and help them develop that multicultural marketing knowing that this is the present and the future.”

 

Hispanic Advertising Trends in the Spotlight

Elizabeth Barrutia pointed out it’s not a matter of whether a brand realizes Hispanics are an important audience or not. After all, she said multicultural consumers (not just Hispanics) account for nearly 50% of the total U.S. population. Therefore, brand marketers that don’t take this into consideration within their hispanic advertising trends planning will have “a big problem,” says Barrutia. “It’s up to us as thought leaders, as agency partners and ambassadors for our community at large. Consequently, we have to educate [our clients] on what ROI potential can be.”

The differences between first-generation Hispanics and U.S.-born Hispanics surfaced as another topic. As a result, it sparked the discussion. “Are companies and brands thinking about how to get them through the mainstream?” asked del Rincón. Then, Teylez Perez explained it’s very challenging “to translate brand values, create affinities and be genuine to first-generation, unacculturated immigrants” on one side, and second or third generation Hispanics on the other. “It’s not an easy task to find those values, and it’s not simple to transmit a singular message that can be appealing to those different segments,” he said.

“The challenge is to be genuine, and to offer something different and hopefully connect.”

It’s not an easy task to find those values and to transmit a singular message that can be appealing to those different segments. The challenge is to be genuine and to offer something different and hopefully connect.

Targeting and the Role of Data

Consequently, how do brands and agencies know exactly how to target these audiences? The answer appears in the data, and that’s what we saw in the previous CNN breakfasts. There are cultural cues that can be found in the data. Elizabeth Barrutia adds, however, “When you talk about building campaigns that are based on data, there has to be that cultural intelligence in order to analyze it and asses that data for it to have a heart.”

Thus, what do we have to do better, and where do marketers and agency executives see more room for improvement?

Dickson declared: “I believe in research.”

“Marketers should do their own research on their own brands. I can look at data on the category, on my competitors, and the marketplace, but what do I know about my brand? And what must I need to know to get [consumers] to buy my product and feel good about it so they become advocates?”

Marketers should do their own research on their own brands.

Digital Leads New Technologies

Fernando del Rincón introduced the topic of digital and what we need in terms of new technologies to close the session. To this point, Teylez Perez asserted that we need to find the way to “create new mechanisms to track, based on traditional models, how you advertise on a digital platform and expect traffic to show up at a certain location.”  For Elizabeth Barrutia, the amount of data available makes it imperative “to build communication strategies that resonate with consumers” on an individual basis.

As a final note, Barrutia assured the audience that “we have to reverse-engineer what total market means. It’s incumbent upon us to re-educate and say ‘Great, you’re willing to spend in inclusiveness, now let’s see what that actually means.'” In the end, the takeaway of the three leadership breakfasts for multicultural audiences was the same. With a majority of multicultural individuals, we live in a multicultural world. So, we need to adapt or it will leave us behind.

 

 

What: CNN en Español’s original Docufilm Pulse, Huellas de la masacre won a GLAAD award to Outstanding TV Journalism.
Why it matters: The documentary analyzes the terrorist attack on gay nightclub Pulse. This recognition is a breakthrough for journalism dedicated to terrorism and the Latino gay community.

Pulse, Huellas de la masacre, an original docufilm by CNN en Español, was recognzied with a GLAAD award to Outstanding TV Journalism, News Magazine, in the Spanish Category. The documentary, written and presented by Jose Manuel Rodriguez, Senior Correspondent for CNN en Español in Miami, produced by Eileen Panzardi, the editing team, and Cathy Reyes, VP Programming and Executive Producer, was first aired in June, 2017, one year after the shooting inside the Orlando nightclub that left 50 dead and 53 injured.

The essence of this story is to narrate those tales of resilience, survival, and hope.

The documentary deals with delicate topics, such as post-traumatic stress disorder, terrorism, discrimination against sexual minorities, and gun control. Since José Manuel Rodríguez covered the news, he went back to Orlando on a few occasions to find witnesses to talk about the tragic events. In the film, audiences can hear the testimonies of victims, family, and rescuers. “The essence of this story is to narrate those tales of resilience, survival, and hope,” said Rodríguez when preparing the docufilm.

 

What: As the perfect opening for this year’s edition of Portada Miami, CNN en Español partnered once again with Portada in its second thought leadership breakfast for multicultural markets. Panelists included Isabella Sánchez, VP, media integration at Zubi Advertising; Ana L. Soto, National Media Manager at JCPenney; David Mesas, VP, Business Development at Geoscape; and Jessica Román, VP, Media Director at Publicis Groupe.
Why it matters: With multicultural consumers representing an increasingly important percentage of the U.S. population, media buyers and vendors need to be very aware of where ad dollars should go, as well as really understand the process of media buying according to what’s happening in the marketplace.

“CNN en Español is at a pivotal moment right now,” said Cathy Reyes, CNN en Español’s Programming VP, to welcome the attendees to the Miami Thought Leadership breakfast. As Reyes told the audience how surreal it seemed to her that now CNN en Español is being measured by Nielsen, a feeling of pride and accomplishment permeated the room, which, to say the least, was packed. The network had been working hard for years and, as Cathy Reyes pointed out, it finally reached that dream. “We’re the most trusted brand in news,” she shared. “We have more spending power in our key demo than other Spanish-language networks including broadcast, and we overindex in Hispanics that have graduated from college.”

To open the conversation about what matters in media buying & planning, Xavier Serbia, anchor of CNN Dinero, moderated a panel of premium speakers including Zubi Advertising’s Isabella Sánchez, JCPenney’s Ana Lucía Soto, Publicis Groupe’s Jessica Román, and Geoscape’s David Mesas. One of the panels main questions was how to deal with the nuances of multicultural markets, to which they punctually answered that, far from being black and white, there are dangers in segmenting the market. “When there are nuances, there’s the danger of being too obvious, of seeming that you’re mocking people,” commented Jessica Román. “The creative part of how stories are told is very important, you can’t take all Latinos and put them in one bucket because that’s not real. Within segments there are so many dialects, so many ethnicities, that sometimes we need to ask ‘What are the commonalities? What are the passion points?’ Those can live across segments and you can start building from there.”

In the era of data, it’s easy for brands and agencies alike to lose sight of what really matters. “I feel like it’s very important to get guidance from the agency because as a client you’re also managing your first-party data that’s telling you about the consumer’s behavior, so having guidance from the agency to translate all this actionable snippets of research is very important in the case of my experience,” pointed out Ana Lucía Soto. “My decision process is: my audience is highly multicultural, that’s the reality of the population, although we have total market clients, we do recommend that population is highly multicultural and we need to make changes to address this population.”

Within segments there are so many dialects, so many ethnicities, that sometimes we need to ask ‘What are the commonalities? What are the passion points?’

 

 

 

But how do you know what data you need to address this market? In the words of Jessica Roman, “It’s not data for the sake of data, it has to be quality data that we’re going to take with a grain of salt, because data is not going to be your bible; it’s what you use to help you make informed decisions.” Technology is taking us to never-before seen places, and it’s making possible what we could have only dreamed of a few years ago. When asked by an audience member about the future of media and where we’re headed, David Mesas put as an example the technology that allows a television to detect when a mobile device is in front of it and later track purchases made after watching a commercial. For Mesas, the key is in sales attribution: “If you have internal data, that’s where you start. First you understand your customer’s profile, then you segment and find others like that. But now there’s technology that can attribute every purchase whether online or at a store, and that’s where I see it going.”

As much data as there is, we need to be careful about not losing the pure common sense that goes with logic. Data can tell you a lot of things, but we have to step back and look at where it’s coming from.

Perhaps the key takeaway of the panel, as it also happened during the Portada Miami conferences, was that evolution is a crucial part of the future. “Everyone has to evolve, whether that be a digital platform or a traditional TV network,” asserted Isabella Sánchez. “Those that evolve are the ones that are going to survive, and I think data and information is just gonna keep coming in and we’re gonna have to decide how to use it. As much data as there is, we’re gonna have to be careful about not losing the pure common sense that goes with logic in terms of when we evaluate things, when we make decisions… Data can tell you a lot of things but we all have to step back and look at where it’s coming from.”

As a final note to this second thought leadership breakfast, Cynthia Hudson, SVP and Hispanic Strategy General Manager at CNN en Español, concluded by reminding the audience that her network is special precisely because “We produce content every day live, and we do everything, because news is not just politics, it’s not just Donald Trump, and it’s not just a bombing in Syria. It’s everything, it goes from lifestyle (we have that content) to entertainment content, to medical content, to cultural content. We are open to business and I say it in a big way.” As Cathy Reyes said to present the panel, it’s a great moment for CNN en Español. To be continued…

 

 

 

Portada and CNN en Español have partnered for the Thought Leadership Breakfasts for the Multicultural Market Series in New York, Miami and Los Angeles:
May 10, Los Angeles, Loews Hotel Santa Monica. Topic: Hispanics Continue to be the Largest Ethnic Minority in the U.S. Today! Are Brands and Marketers still Taking this into Account?
If you wish to attend any of these breakfasts and are a media buying executive at an agency or a client-side brand marketing executive, please contact Andrea Arizmendi.

What: Portada and CNN en Español joined forces at the first Thought Leadership Breakfast for the Multicultural Markets in New York. We asked Cynthia Hudson, SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/U.S., about CNN en Español’s goals for this year, and how their recent agreement with Nielsen will help achieve those goals.
Why it matters: CNN en Español, the sole 24-hour Spanish-language news network in the U.S., will have access to Nielsen’s Hispanic demographic data, which will help CNN reach Hispanic audiences more effectively.

As part of this year’s upfront season, Portada partnered with CNN en español in order to organize a series of three thought leadership breakfasts for the multicultural markets, the first of which took place this week in New York City. With CNNEE’s Fernando del Rincón and Xavier Serbia as moderators, Moët Hennessy’s Manny González, GroupM’s Nelson Piñeiro, and Horizon’s Alex Minicucci discussed topics related to reaching the Hispanic consumer, such as sports and the relevance of soccer and the World Cup as a good opportunity to do so. In the context of this breakfast, Portada had the opportunity to meet with Cynthia Hudson, SVP and General Manager of CNN en Español, and ask about her perspective on the connection with U.S. Hispanics. In view of the recent agreement with Nielsen to provide daily national television measurement, Hudson discussed with us what this will mean for the future of CNN en español.

Portada: In your experience, how has the Hispanic landscape evolved in the last years? What has been CNN en Español’s role in this evolution?

Cynthia Hudson: “Clearly the Hispanic population has continued to grow in size, economic power, and influence. Regardless of the current social climate in the U.S., Latinos continue to contribute and are a driving force of U.S. growth. We continue to see our audiences turning to us for more in-depth coverage, for our broader international coverage and as a key source of thought leadership in the U.S. market and as a primary source of Latino news.”

We are engaging on all platforms with the highly mobile and tech-savvy Latino audiences, and it shows our domination of Spanish-language news in this market.

Portada: How is CNN en Español planning to address its audience more effectively?

CNNE-PORTADA Upfront Breakfast at The Lambs Club April 10, 2018 in New York City. (Photo by Donald Bowers)

C.H.: “We have a separate feed with unique content just for the U.S. Hispanic Market and due to the fact that our content is current and original we are able to customize for our audiences and advertisers in the U.S. We are engaging on all platforms with the highly mobile and tech-savvy Latino audiences, and it shows in our domination of Spanish-language news in this market.”

Portada: How will the Nielsen ratings help CNN en Español?

C.H.: “We are so excited to be able to work with Nielsen in showing our clients the value of investing with CNN en Español to reach influential Hispanic leaders and our unique and highly-coveted Hispanic Demos.”

Portada: What new segments are you expecting to reach through Nielsen’s data?

C.H.: “We hope to expand the portfolio of advertisers who needed the back up of Nielsen ratings to partner with us on our TV channel and show that our reach on our multiple platforms (digital, social and radio) is a great way to reach Latino audiences.”

Portada: What are CNN’s challenges when addressing Hispanic decision-makers?

C.H.: “We know that in some markets the TV channel is in the Spanish cable packages and that can be challenging. But, our audience is a loyal, highly engaged and desirable consumer and we hope to show that to advertisers.”

 

Portada and CNN en Español have partnered for the Thought Leadership Breakfasts for the Multicultural Market Series in New York, Miami and Los Angeles:
April 18, Miami EAST Miami. Topic: The Future of Research for Media Buyers targeting Multicultural Audiences
May 10, Los Angeles, Loews Hotel Santa Monica. Topic: Hispanics Continue to be the Largest Ethnic Minority in the U.S. Today! Are Brands and Marketers still Taking this into Account?
If you wish to attend any of these breakfasts and are a media buying executive at an agency or a client-side brand marketing executive, please contact Andrea Arizmendi.

What: Nielsen and CNN have reached an agreement to provide daily national television measurement to CNN en español.
Why it matters: The multi-year agreement provides CNN en Español with national TV ratings for the network. The service also offers access to Nielsen’s rich Hispanic demographic data.

Nielsen and CNN have announced that they are expanding their relationship to provide daily national television measurement to CNN en Español, the sole 24-hour Spanish-language news network in the U.S. As a result of the new agreement, CNN en Español will leverage Nielsen data (C3/C7) during this year’s upfront season, an annual event during which TV networks preview their upcoming programs to advertisers.

As a new client, the multi-year agreement provides CNN en Español with national TV ratings for the network. The service also offers access to Nielsen’s rich Hispanic demographic data, minute-level viewership metrics and daily measurement performance for all content aired on the network. Nielsen’s person-level data allows CNN en Espanol to better monetize its programs and ad inventory while offering agencies and advertisers more granular insights into their audience.

“As a leader in Spanish-language news content we need to have a broad understanding of the U.S. Hispanic populations viewing habits and media consumption trends,” said Cynthia Hudson, Senior Vice President and General Manager of CNN en Español and Hispanic Strategy for CNN/U.S. “We are excited about our expanded relationship with Nielsen and look forward to unlocking the full potential of our content.”

By leveraging Nielsen’s national TV measurement services, CNN en Español will have the flexibility to conduct granular and comprehensive analysis of its audience for both live and time-shifted viewing and ratings data. In addition, the network will have intelligence data for custom demographic segments, TV consumption habits and audience characteristics. The complete suite of solutions will deliver a more comprehensive view of the network’s linear audience.

“Hispanic consumption is a driving force of our domestic economy. It’s critically important that networks have a clear understanding of how this important constituency satisfies their need for relevant news. Access to accurate, actionable and independent data will be an important tool to help CNN en Español fully understand the marketplace’s evolving dynamics,” said Peter Bradbury, Managing Director, Nielsen National Client Solutions. “As the media and advertising landscape becomes increasingly fragmented, Nielsen will continue to work with all of our clients to ensure we offer meaningful solutions that demonstrate the reach of their audience to deliver greater results to their advertisers. We are proud to count CNN en Español as a client and we look forward to our newly expanded relationship.”

Nielsen’s suite of products provide clients like CNN en Español with a broader understanding of their audiences and their viewing trends. The new data sources will help uncover new insights, offer the ability to conduct respondent-level analysis for reach and frequency and go deeper into Nielsen’s standard audience segments.

What: CNN Latino ends television programming after broadcasting for a year in Spanish for the  U.S. Hispanic market.  CNN  en espanol (in Spanish), the Spanish-language version of CNN that is mostly aired in Latin America, will continue on air.
Why it matters: CNN Latino did not meet revenue expectations. The failure highlights the challenge in building a Spanish language news network targeting the U.S. Hispanic market. 

Translated by Celeste Martorana

CNN Latino -CNN Latino, the news network directed to the Hispanic market in the US, will close down its programming operations after a year, this February.

“CNN Latino was a bold effort to emphasize CNN’s commitment to the Hispanic market in the United States,” said Isabel Bucaram , a spokeswoman for CNN in Spanish.

“During 2013 we learned a lot and will use that knowledge to continue to innovate and evolve our presence in the Hispanic community in the United States,” Bucaram added.

Unluckily, despite the best efforts of many people, CNN Latino did not meet business expectations  and its programming will finish this month.

CNN in Spanish, the Spanish-language version of CNN, will continue on air.

CNN Latino’s history

CNN Latino began operating from Los Angeles in January 2013. Months later, it expanded coverage to Miami, where it began broadcasting on August 19 including a programming Spanish block made for the US Hispanic market.

CNN Latino Miami programming included shows like “Cala” featuring Ismael Cala, “Maria Elvira,” with María Elvira Salazar, “Showbiz Latino”, CNN Vida, “Buenos días Miami” with Tomás García Fusté y “Prohibido callarse” with Roberto Rodríguez Tejera.

The programs were transmitted on Channel 18 WDFL open signal, Comcast Channel 18, AT & T channel 20 and Atlantic Broadband channel 82. In addition, it was broadcast to other markets such as Los Angeles, New York, Orlando, Tampa, Phoenix and Salt Lake City, where they calculated it reached more than a third part of all Hispanic households in the United States.

CNNE and CNNI held an upfront event in New York on Thursday, May 2, 2013.
CNNE and CNNI held an upfront event in New York City on Thursday, May 2, 2013. (Photo: Lorenzo Bevilaqua/CNN)

CNN Latino, the Spanish block programmed exclusively for the U.S. Hispanic market, has signed an affiliation agreement with KPDR Partners to begin airing on KPDR-LD 19 in Salt Lake City. The agreement calls for KPDR-LD to broadcast CNN Latino’s block from 3-11 PM and from 4-12 PM (MT).

Channel 19 is a low-power television station and Salt Lake City’s newest television station. KPDR, “K-Powder” broadcast free over the air on digital channels 19.1 through 19.6, serving the Salt Lake City Valley and the Wasatch Front. According to Nielsen’s 2012-2013 Hispanic or Latino TV homes Universe Estimates, the Salt Lake City market ranks 31st in the country with 95,370 Hispanic Households.

With the expansion into Salt Lake City, CNN Latino now reaches about 30% of U.S. Hispanic households, and according to svp and general manager of CNN en Español, Cynthia Hudson, the network “is in discussions with other affiliates in other Top 10 markets, and hope to make those announcements in the coming months.”

CNN Latino is already available in Los Angeles, New York, Orlando, Tampa and Phoenix.

Rafael Nadal, siete veces campeón del torneo de Roland Garros, será el primer invitado de "Frente a frente", espacio de entrevistas que la periodista Ana Pastor estrenará en CNN en Español el 14 de octubre, a las 20 horas de Los Ángeles (EE.UU.) (5 de la madrugada del 15 de octubre, en España).

La entrevista realizada a Rafa Nadal se emitirá también en la web http://cnnespanol.cnn.com, según ha informado hoy la TNT, en una nota de prensa.

Los espectadores españoles podrán ver la entrevista completa en un programa especial que emitirá el canal de televisión de pago TNT el lunes 15 de octubre, a las 23,10 horas.

"Rafael Nadal es posiblemente el español más reconocido en el mundo, con un palmarés impresionante y una trayectoria espectacular", ha dicho Ana Pastor en el comunicado.

"Nadal destaca, además, porque siempre da la cara. Y esta vez lo hace en una entrevista con la CNN en un momento especialmente duro y complicado de su carrera, al llevar tres meses fuera de las pistas por una grave lesión", ha añadido la periodista.

CNN anunció el pasado 11 de septiembre en una nota que Ana Pastor se incorporaba a este canal para hacer entrevistas a personalidades destacadas de ámbitos como la política, la cultura o el deporte, tanto españolas como internacionales.