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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.

  • Toyota

Today’s generation of Latinos in the U.S. are noticeably expressive, straightforward and determined – just like the all-new Corolla sedan. Toyota launches the “Greater Than” campaign for the world’s best-selling nameplate, the sleek, all-new 2020 Toyota Corolla. The fully integrated campaign follows the Total Toyota (T2) cross-agency model, a cohesive marketing approach with collaboration from Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend with Zenith Media responsible for TV and Outdoor media buying. A series of 30-second and 60-second broadcast and digital spots were created using multicultural insights aimed at a transcultural mainstream audience. . The “Greater Than” TV spots will air across high-profile prime programming including NBC, CBS, FOX, ABC, BET, Telemundo and NBA Draft; interactive video units with Hulu, Freeform and YuMe; integrated media partnerships with Billboard Latin Music Awards, Hola Mexico Film Festival, MTV Video Music Awards, ComplexCon, ComicCon, KCON and Gaana Music Festival; print media includes Conde Nast properties, People en Español; digital content includes Eater, CBS This Morning, Hulu, Vevo, Hulu Latino and Fusion Media Group. Additionally, spots will air within select movie titles in theaters nationwide in conjunction with National CineMedia.In a creative twist for out-of-home (OOH), Toyota crafted market-specific “Greater Than” messaging. A time-specific digital OOH billboard placed in 10 key markets features different messages across six dayparts.

https://youtu.be/LONR0OD3tIU

 

  • Comcast

On behalf of client Comcast’s XFINITY, the nation’s largest video and high-speed Internet provider, creative agency GALLEGOS United, together with sister content production agency LUNA United, will showcase “Storytellers” at CAAMFest Film Festival 37.  The video will be shared with festival attendees on opening night May 9th, prior to film screenings, as part of Comcast’s sponsorship package. A first-time collaborative effort with world-renowned artist Kim Jung Gi, “Storytellers” recognizes the many contributions of Asian Americans to the film and TV industries, both in front of and behind the camera.CAAMFest, an annual festival from the Center for Asian American Media, celebrates the world’s largest showcase for new Asian American and Asian film, food and music programs and honors Asian Americans of all backgrounds, from Korean and Chinese to Filipino, Vietnamese and Indian. “Storytellers” furthers Comcast’s commitment to the Asian American community.  The company offers a specially curated content collection of Asian American shows, movies, music and podcasts, available to all Xfinity X1 customers across platforms. The video shorts, available in a variety of formats including 30 and 60-second, will be available online beginning May 9.

 

  • Century 21

Century 21 Real Estate LLC, in partnership with the Hispanic Heritage Foundation, presented yesterday the 40 newly-licensed real estate agents of the “Empowering Latinas” program, which awards scholarships to help Latina entrepreneurs earn a real estate license. The Houston winners were selected from more than 285 local area applicants seeking to achieve their dream of a career in real estate.  Among the new licensees are sales executives, personal trainers, accountants, housewives, and legal assistants. Each honoree received a scholarship to cover the 180-hour real estate academy course tuition fees as well as the fees to take the Texas real estate agent exam. In addition, each awardee was paired with a Houston-area CENTURY 21 affiliated broker as a mentor offering them the opportunity to hone their craft with a trusted industry professional. Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Sharing Services Global Corporation

Sharing Services Global Corporation, formerly Sharing Services Inc., announced a new Hispanic marketing plan to increase the customer and distributor base of its wholly owned Elepreneurs subsidiary.The new marketing campaign is directed toward the Hispanic community in the United States and Elepreneurs plans to create Spanish versions of its websites and key marketing materials to empower its independent sales force to target the fast-growing Spanish-speaking community throughout the U.S.A 2017 survey found that people of Hispanic origin make up more than 18.1% of the United States population, in addition to being the second largest ethnic group. The number of states with a population of 1 million or more Hispanic residents in 2017 included: Arizona, California, Colorado, Florida, Georgia, Illinois, New Jersey, New Mexico, New York and Texas, according to a United States Census report.Sharing Services continues to gain traction in the direct selling industry, taking interest and/or ownership in companies that offer services ranging from health and wellness to energy, technology, insurance services, training, media and travel benefits.Since its inception in late 2017, the Company has taken several steps to support its expansion pursuits, establishing a new corporate headquarters to accommodate growth and bringing on experienced talent to help drive momentum on a grand scale. The Company has also announced global expansion plans, which it is implementing throughout 2019.

What: Portada New York included two sports marketing panels, featuring Portada Sports Marketing Board member and Allstate Director Consumer Marketing-Sponsorships, Daniel Keats, Comcast’s Hispanic Marketing Director Alejandro Solorio, Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment and Jon Patricof, president of the New York City Football Club.
Why it matters: Even though soccer is yet growing in the United States, marketers need to take advantage of the sports business potential of the event; the #PortadaNY panels offered interesting insights on the opportunities to look out for.

Tuesday may have been a dark and rainy day in New York, but it was filled with several bright moments around the business of soccer and engagement, especially with the Latino community.
Portada New York included a morning session centered on this past summer’s World Cup and the various ways brands, whether they were official partners or not, found ways to both engage and grow their soccer involvement. Portada Sports Marketing board member and Allstate (@AllstateDirector of Sports Marketing Daniel Keats and Comcast’s (@comcastHispanic Marketing Director Alejandro Solorio offered their thoughts in a great discussion.

Some key takeaways

Mexico fans at World Cup 2018 Credit: Soccer.ru

The passion of soccer in the U,S, is still evolving; you didn’t have to be a World Cup brand to realize the sports business potential of the event. We were not, yet we were able to find ways through our work with the Mexican National Team to take advantage of their success and expand our reach. We believe our programs are going to yield great benefits over time as we build the fan and consumer for life.” – Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance

“Our investment in soccer is for the long-term, starting at the grassroots with programs like LIGA MX and Alianza de futbol, which creates professional and college opportunities for young Latino players. We think this is the right way to engage the Latino consumer, especially the family, over an extended period and will see our return over time.” – Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance

All in all the message was clear for the morning: brands and media companies have found a path that works for them…

Solorio talked at length about Comcast’s technical innovations using video and data in the mobile space during the World Cup to provide custom viewing experiences for fans, but more importantly he was adamant that investing in the sport means establishing touch points not just around one massive event, but throughout the year.

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

Soccer needs to be seen as a strategy not a tactic, you have to be immersed in the sport if you want to be seen as authentic, whether you are speaking to an Anglo or Latino consumer.” – Alejandro Solorio, Hispanic Marketing Director, Comcast Corporation

All in all the message was clear for the morning: brands and media companies have found a path that works for them, and it takes them right to the heart of the fastest growing demo in the U.S., the increasingly affluent and always engaged Latino consumer.

NYCFC grows its brand proactively

In a discussion between NYCFC President Jon Patricof and Michael Neuman, EVP, Managing Partner at Scout Sports and Entertainment, a division of Horizon Media (and Portada Sports Marketing Board member), the growth of NYCFC as a property in the crowded marketplace was quite evident. Not only is the club growing as it again heads towards the MLS Playoffs, but it is being a proactive leader in soccer in North America.

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Some key thoughts from Patricof:

Michael Neuman and Jon Patricof

The idea of relegation is somewhat overblown. If you look at the success of teams in the USL,  the teams that do well are getting the chance to move up to MLS which is the most important thing if you are a brand that is looking for growth.”

“We know that there are four million soccer fans in the New York area. Of the four million, only 280,000 we have identified as fans of NYCFC. Our job is to help convert the rest of that audience to engage with our team and brand. Once we have them at our matches at Yankee Stadium, we can convert them, but that takes time.”

“Soccer is at a very dynamic moment in time with regard to access. What the NFL, the NBA and other leagues have done is give the media and fans access to learn about the personalities of their Teams. That has not traditionally been done with our sport. As part of City Football, we are changing that. We create great content and events that tell the stories of our players and we give access to fans. It’s the best way to convert savvy soccer fans to join us, and we know that once they get that access they will stay for life.”

Are there still challenges ahead for all those who spoke on Tuesday? For sure, The uncertainty of where US Soccer is going, even with a World Cup coming to North America in 2026, as well as the continued fluidity of MLS (@MLS) (especially as NYCFC (@NYCFCstills searches  for a permanent home), as well as the increased presence of elite European clubs om the business environment in the US present some dark clouds for all, but for the most part, soccer remains a growth property in the U.S., and the ways brands, teams, media companies and even leagues will find ways to engage is still on the upswing. And provided some great learning experiences for all in attendance at Portada New York.

 

What: Get your tickets to #PortadaNY, Sept. 25 and learn about the best (and the not so great) consumer engagement practices during the 2018 FIFA World Cup. Daniel Keats, Director Consumer Marketing at Sponsorships, Allstate and Alejandro Solorio, Hispanic Marketing Director at Comcast Corporation will dig deep into the matter.
Why it matters: The world soccer tournament is arguably the most important sports event for advertisers, as a myriad of companies looks for the chance to increase brand health. Experts discuss the gist of the Russia 2018 opportunities.

After 2014’s FIFA World Cup in Brazil reached an audience of 3.2 billion people, with over one billion of viewers of the final match between Argentina and Germany alone, the expectations for this year’s tournament were pretty high. For instance, US $600 million bought Telemundo the exclusive rights to broadcast the 2018 and 2022 cups, leaving Univision out of the question. By the way, Telemundo reached 57% of the U.S. Hispanic population during the Russia 2018 World Cup, and Telemundo Deportes’ digital presentation reached 15.5 million unique users, generating a record-setting 130 million livestreams and 1.96 billion live minutes viewed.

Therefore, advertisers are usually enthusiastic about showing their products and services to an audience that has the huge passion point of soccer in common. And this year was more special: it was the most connected World Cup ever. In the cord-cutting era, digital disruption promised an array of ways for advertisers to reach consumers effectively; from in-app real-time push notifications celebrating a goal to interactive content on social media, every brand knew people would be watching in multiple screens, so what could be the best way to engage them? 

Subscribe to Portada’s Daily Sports Marketing Updates!

Allstate’s Daniel Keats

As it turns out, FIFA has revealed that Russia 2018 is now the most-engaged World Cup in history, just as previously predicted by all those ready to display an omnichannel marketing arsenal. FIFA managed 7.5 billion engagements across FIFA digital platforms during the World Cup, over 580 million interactions on social media, and extended the number of followers to more than 128 million.

On September 25, you’ll have the chance to learn first-hand from two experts about what went right and what went slightly off during this year’s World Cup. Daniel Keats, Director Consumer Marketing at Sponsorships Allstate and member of Portada’s Sports Marketing Board, will join a conversation with Alejandro Solorio, Hispanic Marketing Director at Comcast Corporation, on what lessons we can all learn about consumer engagement around the most important soccer event.

Comcast’s Alejandro Solorio

Now that the joint bid between the USA, Canada and Mexico has won the right to host the 2026 World Cup, we should be aware of what went wrong this year and start preparing for the opportunities soccer will bring in the future. Don’t miss the chance to get ahead and join the conversation at #PortadaNY. Click on the banner below now!

 

 

 

 

What: American TV broadcaster Comcast has offered US $31 billion for British company Sky.
Why it matters: This bid directly competes with 21st Century Fox’s Rupert Murdoch’s offer, which was provisionally blocked by the British Competition and Markets Authority (CMA) in January.

Comcast Corporation, owner of CNBC and Universal Pictures, has announced in a press release that the firm has presented a US $31 billion offer to acquire Sky. At £12.5 per share, Comcast’s offer exceeds Murdoch’s £10.75 by 16%.

“Sky has been a consistent innovator in its use of technology to deliver a fantastic viewing experience and has a proud record of investment in news and programming. It has great people and a very strong and capable management team,” said Brian L. Roberts, CEO of Comcast Corporation.

Bob Iger and Rupert Murdoch, photo by Disney©

The news is an interesting turn of events for Disney, whose CEO Bob Iger has a pending arrangement with Fox, which was announced after Murdoch’s offer got blocked by the CMA. Will Disney be content with acquiring Fox without Sky? Probably not, especially if we remember Iger said Disney would not be forced to bid should Fox fail to acquire the totality of Sky, which he called “a crown jewel” among Fox’s assets.

Will Iger be satisfied by the agreement with Fox if Comcast’s bid prevails over Murdoch’s, or will he engage in a bidding war with the American broadcaster? We’ll see.

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Comcast Corp. is no longer funding its standalone over-the-top (OTT) service, Watchable, which was launched in September 2015.

The Trade Desk is debuting its connected TV-buying capabilities on its demand-side platform. Buyers will be able to use first- and third-party audience data and measure video ad buys on mobile, desktop and TV.

Marketplace JustPremium has launched new advertising units with the goal of increasing viewability on desktop and mobile devices by 80%.

Multimedia development company Viuly is pleased to announce the world’s first blockchain-based decentralized video sharing platform. Founded by a team with established credentials in corporate management, blockchain business development, marketing, promotional strategy, and more, and backed by a seasoned fintech advisory: Viuly is on a mission to revolutionize the online video industry.

Salon Media Group, Inc. announced today that it has redesigned its website Salon.com (Salon.com) with new features and technology designed to enhance its user and commercial experiences across all digital platforms.

Facebook has announced that that it will make changes to its automated ad systems after it was discovered that slurs and offensive language were being used to target users. COO Sheryl Sandberg, said it was “totally inappropriate” and “a fail” but that the feature had been generated automatically.

According to eMarketer, digital video ad spend will soon surpass TV ad spend by 2021. It was also predicted that overall digital ad spend in China will reach US$50.31 billion by the end of this year with 72.0% spent on mobile channels.

According to Ooyala‘s study, Q2 2017 Global Video Index, video consumption on mobile devices did not increase in Q2 2017.

A study by TiVo Corp.  based on 8,500 interviews conducted online with pay TV and over-the-top (OTT) subscribers across seven countries, including 2,500 in the U.S., found the average person consumes 4.4 hours of video content daily.

LATAM MARKET

Google has launched a cloud region in Latin America with the opening of a data center in Sao Paulo, Brazil, its first region in South America.

According to Ooyala’s Global Video Index for Q2, in Latin America, mobile plays topped 56 percent, boosted by access to premium content as the price of smartphones and mobile bandwidth declines.

Netflix has reached a deal for Mexican crime-drama The 4th Company (La 4ta Compania), an acclaimed drama about members of a 1970s inmate American football team who participate in a crime ring while serving their prison sentences.

Tigo Colombia has announced the launch of an OTT platform called One TV that combines linear pay-TV and over-the-top (OTT) services.

MercadoLibre Inc., Argentina’s largest company according to market value, is considering listing itself in its home market.

A study from Tivo Corp. found that only 32% of pay-TV subscribers in Latin America have had the same provider for four years or more.

TOTAL MARKET – WTF?  Will be an Interactive Whiteboard Session with Agency and Brand Stars at our upcoming Portada17 Conference in NYC’s Yotel on Sept. 13 and 14. Stephen Paez, VP, Director Multicultural at Mediavest | Spark, Jose Velez Silva, ‎VP  Multicultural Marketing Communications at Comcast , Jose “Pepe” Gil, Multicultural Marketing Manager Hispanic Consumer, B-F Brands, Brown Forman will be participating. The session is designed to provide a high quality setting for attendees and panelists to listen, reflect and gather insights on the main trend facing the multicultural marketing industry.

Portada is readying a program with uniquely curated content, best-in class networking opportunities and even comedy sketches! Plus a wonderful space and rooftop, ideal for two days out of the office!

REGISTER  for only US $549! (Early Bird ends Friday August 4!)

TOTAL MARKET – WTF will be a highly interactive session where the above brand marketing and agency executives will answer attendees questions on the opportunities and challenges presented by the Total Market approach, (from a marketing, strategy and media perspective) and discuss the viability or not of alternative approaches. Attendees will be prompted to ask questions on an interactive whiteboard.

Confirmed Participants at #Portada17 Include:

Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
Jorge Inda Meza, Marketing Director Region West,  Anheuser Busch
Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
Jill Leccia, Marketing Director, Gatorade
Daniel Keats Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
Sherwin Su, Director Social Activation, Essence
Dan Donnelly, EVP, Managing Director at Publicis Media Sports Publicis Media Sports
Gonzalo del Fa, president GrouM Multicultural GroupM
David Chitel, CEO/Founder NGL Media
Maria Albrecht, Hispanic Marketing Manager Rent A Center
Cynthia Hudson, VP, General Manager CNN en Español
Pedro Rodriguez, Director, Co-Lead Multicultural Social Strategy Social: Horizon Media
Brian Quarles, SVP of Creative rEvolution
Rachel Strauss Muniz, Comedian Room 28
Stephen Paez, VP, Director Multicultural Mediavest | Spark
Jose Velez Silva, ‎VP Multicultural Marketing Communications at Comcast
Jose “Pepe” Gil, Multicultural Marketing Manager Hispanic Consumer, B-F Brands Brown Forman
Peter P. Snitzer Jr. CEO Conffianz
Jose Manuel Montenegro SVP, Group Partner, Multicultural Planning UMJ3
Nelson Pinero Senior Digital Director, Senior Partner GroupM-MEC
Eduardo Perez Partner PM3    Hundreds of additional executives will register in the next 7 weeks!

Join us at PORTADA Mexico!

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

According to this year’s Deloitte Digital Democracy Survey, 83 percent of U.S. consumers will skip an online video ad if they can, and 67 percent say the majority of the mobile ads they see aren’t relevant to them. For generation Z, that number is 72 percent. Generation Z values recommendations from someone in their social media circle more influential than TV ads.

Chinese TV maker TCL Corporation has launched Ffalcon, a internet TV brand, for younger consumers that will make use of Tencent Holdings and Alibaba Group Holding’s content.

Plazamedia has launched suite of services from Comcast Technology Solutions as part of its plans to expand its digital media portfolio. The collaboration will enable management of premium video content.

Comcast may be planning to launch a national video-streaming service, according to reports released last Friday.

In an ongoing commitment to quality and transparency, DashBid, an advertising exchange focused on creating deep connections between brands and consumers, announces the appointment of Robert McNair as Brand Safety Czar.

AMC Networks will launch a commercial-free online video streaming service aimed at millennial TV subscribers, sources claimed last week.

Kantar Millward Brown’s annual AdReaction study claims that social media has higher ‘reach’ than online videos among Generation Z, but that online video advertising has a better ‘brand impact’.

Dudu, Walmart‘s transactional online video service, has released iOS and Android apps that allow users scan a disc’s barcode with their mobile device, authenticating it for conversion to cloud-based copy. Dudu will charge $2 to convert a DVD into a standard-def copy, or a Blu-ray into a 1080p HDX copy. DVD owners can upgrade to HDX for $5 a unit.

Hispanicize Media Group announced today that LatinaMoms.com and Popful.com will join the HMG portfolio of properties and that it has entered into a joint venture to own part of the Hispanic celebrity influencer network Exit 7 as part of HMG’s acquisition strategy to expand its digital reach.

Twitter announced that it will allow brands to buy commercials on its video streams for Periscope.

According to the Advertising Expenditure Forecast by Zenith, for the first time, internet advertising revenues globally will surpass television this year, reaching $205 billion versus television’s $192 billion. Television’s share of ad spend is down from 35.5 percent last year.

LATAM MARKET

Fandango, the digital network for moviegoers, is significantly expanding its presence in Latin America, one of the world’s fastest-growing theatrical film markets. The company announced it is rolling out a new global brand strategy that includes the release of innovative new ticketing destinations at its subsidiaries Ingresso.com in Brazil, acquired  in 2015, and Fandango Latin Americaformerly Cinepapaya, acquired in December last yearin seven key countries in Spanish-speaking Latin America.

According to a report from Zenith, Latin America saw ad spend down 0.5 percent last year, but is expected to make a recovery to 2 percent annually for the next two years.

According to a new release from Movistar Chile, in January 52% of the country’s mobile traffic was used to stream series, films and online video.

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Univision Communications Inc. (UCI) announced that it will be live streaming select matches from Univision Deportes’ portfolio of Liga MX in English via Facebook Live this season.

Digital audio ad network TargetSpot announced an exclusive network partnership with Spanish Broadcasting System, Inc. (SBS) (SBSAA), the largest publicly-traded Hispanic-controlled media and entertainment company in the United States. Targetspot will be the exclusive third party sales network for SBS’s entire Spanish Radio streaming inventory.

Amazon announced the launch of Chime, a new online VoIP call and video messaging platform aimed at business users that offers video conferencing and chat messaging and allows users to host or join virtual meetings, share content and screens across multiple platforms, including Mac, Windows, iOS and Android devices.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

Market research and consulting company Parks Associates’ 360 View: Digital Media & Connected Consumers report that  claims that 29 per cent of US broadband households get most of their news from social media platforms such as Facebook and Twitter, and that the majority of broadband consumers feel that television is more authentic than online video.

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Twitter’s recently launched “Explore” section will now feature live videos sourced from Periscope within its “Top Trends,” the company announced yesterday. The move will further integrate Twitter’s standalone live streaming app into its main platform, leaving even fewer reasons to keep a separate app dedicated to live streaming video around.

Facebook revealed plans to launch a Facebook Video app for TV sets. Also, video will automatically play with sound on if a person’s device is not in silent mode, and users can minimize videos while browsing, watching videos while scrolling through their feeds.

Comcast is launching a new app called Xfinity Stream which will be available to all Xfinity subscribers for free on February 28th. The app is an overhaul of the Xfinity TV app and will be replacing it as the tool for subscribers to access live channels, DVR content, and on-demand titles on the go.

Digital audio ad network TargetSpot announced an exclusive network partnership with Spanish Broadcasting System, Inc., the largest publicly-traded Hispanic-controlled media and entertainment company in the United States. SBS and TargetSpot agreed today that TargetSpot will be the exclusive third party sales network for all of SBS’s Spanish Radio streaming inventory.

LATAM MARKET

AT&T is growing in Mexico, adding 1.3 million wireless net subscribers in 4Q16, as compared to 0.6 million in 4Q15. Total Mexican wireless subscribers for the company are now 12 million in more than 160 markets with 78 million 4G LTE (long-term evolution) POPs (points of presence). In Latin America, DIRECTV lost 21,000 video subscribers in 4Q16, primarily driven by declines in Brazil.

In a new report, Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

Mexico’s Grupo Salinas has signed an agreement with Google for the online distribution of TV Azteca content to increase reach and awareness through the most popular online video services. Through the agreement, TV Azteca will also integrate YouTube’s player into its own digital platforms, aiming to improve users’ experience and video quality.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Multicultural market and/or targeting Multicultural consumers right now.

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives. 20 new Leads have just been added. GET YOUR 1 WEEK FREE TRIAL! Contact Sales Research Manager Silvina Poirier if you have questions silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Comcast-Xfinity 

Comcast and creative agency Grupo Gallegos launched a bilingual campaign to promote the fact that the Xfinity X1 Voice remote works in both Spanish and English. By saying a command into the remote, consumers are able to toggle between English and Spanish. A TV spot (see below) has the tagline, “beautifully bilingual, como tú,” (beautifully bilingual, like you) .The campaign launched during the 2016 edition of Telemundo’s Latin American Music Awards on October 6 and will continue to run up to the Latin Grammy ceremony this Thursday in Las Vegas ad the last weeks of Univision’s reality show “La Banda” on December 11th. In print the campaign will be activated in the December/January issue of People en Español.

  • Constellation Brands 

latam_database-2Constellation Brands is announcing its most comprehensive arena sponsorship for Corona ExtraModelo Especial and Ballast Point by aligning with Barclays Center. The agreement, which also includes a sponsorship of the Brooklyn Nets, features three individually branded bars at Barclays Center, “official beer” marketing designations and a wide-ranging array of marketing assets.The new marketing alliance between Constellation Brandsand Brooklyn Sports & Entertainment has designated Corona Extra as the Official Import Beer Sponsor of Barclays Center, Modelo Especial as the Official Import Beer Sponsor of the Brooklyn Nets, and Ballast Point as an Official Craft Beer Sponsor of Barclays Center. Highlights of the sponsorship include marketing exclusivity in the imported beer category for Corona Extra and Modelo Especial. Check out today’s feature: An in-depth look into Constellation Brands’ Sponsorship of the Barclay’s Center.

  • Lexus

437718Lexus has announced the Launch of New Music Series and Live Music Showcase “VIDALEXUS Presenta: RPM – Reengineering Popular Music.” VidaLexus RPM is a weekly web series that takes audiences on a musical journey, exploring different Latin music genres. The series follows Latin pop singer Raquel Sofia as she travels to four U.S. cities  – Miami, New York, Chicago, and Los Angeles – to learn more about the types of Latin music that have had a strong a cultural presence in each region. The journey begins November 7 in Miami with Son Cubano, followed by a stop in New York to explore Salsa.  Created and produced by Lexus, RPM is part of an ongoing effort to engage the Latino community and celebrate the diversity of current and future drivers. RPM will be released on ImpreMedia’s network of websites, including LaOpinion.com, LaRaza.com, LaPrensa.com, and ElDiarioNY.com.

Find out who the brand and agency executives behind these campaigns/moves are. Plus detailed contact information on more than 2,000 Corporate Marketers and Agency Executives targeting U.S. consumers. GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com.

  • Johnnie Walker

descarga-4Johnnie Walker’s new campaign Keep Walking America celebrates the cultural progress and diversity that represents the fabric of America today through a collection of stories.The lyrics of “This Land Is Your Land,” read in both English and Spanish, serve as the campaign’s anthem. The film was shot over two weeks and features real storylines of progress from Los Angeles, Santa Fe, Montana, New Orleans, Baltimore, New York and Washington DC.This spirit of possibility and commitment to progress will inform all Johnnie Walker brand activity, including Flavors of America, a new cocktail program that highlights the stories and cross-cultural backgrounds of the American bartending community. It will feature modern cocktail recipes inspired by the holidays, traditions and authentic cultural flavors that have influenced the diverse group of bartenders involved in the program. Agency Anomaly NY was behind the effort. Carat handles media for Diageo’s Johnnie Walker.

 

  • Delta

htivxr-b_400x400Delta airline is launching its’ first branded campaign for the airline’s SkyMiles program together with its agency DigitasLBi Atlanta, according to Mediapost.  The “Go See With SkyMiles” creative effort includes a video featuring the backs of various people as they walk through landscapes and locations. The voiceover suggests how Delta can make these scenes a reality.   “Curiosity” will be featured on Delta In-Flight entertainment screens, Delta owned social channels, and Delta.com.

  • Kia

descarga-5 Kia will once again advertise in the Super Bowl. The auto brand confirmed that it will return to the game for the eighth straight year when Fox airs Super Bowl LI on Feb. 5. Agency-of-record David&Goliath will handle the creative work.Kia is the first automaker to confirm a Super Bowl ad buy. Toyota, which had appeared in five straight games, is not coming back for Super Bowl LI, which will be played in Houston.In addition to Kia, auto brands that ran 2016 Super Bowl ads included Acura, Buick, Honda, Hyundai, Jeep and Mini.
 

  • Ikea

Ikea U.S. is helping people celebrate Friendsgiving, the meeting where friends gather for a Thanksgiving meal before the actual holiday. Developed with agencies MEC Wavemaker and production company InHouse, IKEA is giving Friendsgiving kits to Uber users in New York City’s five boroughs. IKEA will raise awareness through its owned and paid social channels. Then, riders will be prompted again on November 19 to find the custom IKEA option in the app to request the IKEA Friendsgiving kit. They will receive IKEA dining products and holiday ingredients for six if they are one of the 200 users connected to a car carrying this package between 11 a.m.-2 p.m. ET. Outside of New York City, IKEA is working with food and social influencer Katie Quinn and Oh Happy Day lifestyle blogger Jordan Ferney to share videos (see below) on IKEA’s owned channels that demonstrate how to prepare meals using the kit’s contents.

  • Pizza Hut

ggThis holiday season, Pizza Hut and Xbox have teamed up to bring a new treat to the Pizza Hut Triple Treat Box – the chance to win an Xbox One S, the ultimate games and 4k entertainment system every hour from Nov. 7 through Dec. 24. That’s 1,140 free Xbox One S consoles.In connection with the return of one of its most popular offerings ever, the Triple Treat Box, customers will receive an entry code for a chance to win an Xbox One S and custom Pizza Hut designed red controller, as well as an offer for US$10 off an Xbox One game with each purchase of a Triple Treat Box while supplies last. The tri-level, holiday-themed Triple Treat Box from Pizza Hut will be available starting Nov. 7 for just US$19.99 and includes two medium one-topping pizzas (available on Hand Tossed, Thin N’ Crispy(R) or Pan), an order of breadsticks, a Hershey’s Ultimate Chocolate Chip Cookie and a chance to win holiday fun for the whole family with an Xbox One S and custom Pizza Hut red controller.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Alejandro Solorio has been appointed Hispanic Marketing Director at Comcast based in Philadelphia.

Until very recently Solorio worked at Brown Forman, where he led the Multicultural brand strategy for the Jack Daniel’s Family of Brands.
Solorio will be a speaker at the 10th Annual Hispanic Advertising and Media Conference on Sept. 15, co-produced by Portada and MediaPost.

Solorio has over 15 years of marketing experience working with Multicultural consumers from the client, agency and media sides. Prior to joining Brown-Forman, Solorio worked for Elemento L2 where he served as Marketing, Brand Strategy and Business Development Director. Previously, he was Marketing Manager for Chicago Tribune’s Hoy. He also held positions with Cuarto Rojo Consulting and CEMEX Inc.

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Lisa Torres, President Multicultural, Publicis Media is one of the latest additions to a who is who of Multicultural Marketing participating at the Hispanic Sports Marketing Forum and the 10th Annual Hispanic Advertising and Media Conference, on September 14-15 in New York City co-produced by Portada and MediaPost.

Publicis’ Lisa Torres will participate in a session called the “Multicultural is the New Mainstream: The view from the corner office”.
Other major additions in the last few days to the participant’s roster are:

  • Janina Delloca-Pawlowski, Multicultural Marketing Manager, Dunkin’ Brands
  • César Taveras, Online Marketing Manager – U.S. Hispanic Market, Rossetta Stone/li>
  • Shimah Akrami, Senior Media Services Manager Multicultural Marketing, Comcast
  • Mariel Llenza, Director Diversity Advertising at AT&T Entertainment Group

Check out the Agendas!
Sept. 14:Hispanic Sports Marketing Forum
Sept. 15: 10th Annual Hispanic Advertising and Media Conference

Join us at PORTADA Mexico!

A summary of the most exciting recent news in advertising technology in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Open ad management company Sizmek announced a partnership with sponsored data experts Datami to expand the spend reach of emerging and low-spend markets through Sizmek’s open ad management platform, MDX-NXT. Datami helps brands and agencies engage consumers on mobile video through subsidizing users’ mobile data usage and consequently lower use of ad blockers.

Comcast has acquired French ad video tech company StickyAds.tv, a SSP, for an undisclosed amount that is said to be more than $100 million. StickyAds specializes in helping publishers and broadcasters sell video advertising inventory for digital and television.

Technology Business Research conducted a study of ad tech buyers in France, Germany, North America and the UK, and found that in North America, 36% of respondents manage their DMPs internally, and that more than a quarter use a tech vendor’s app. More findings can be found in this link.

Cadent Technology, which was formed by last year’s merger between BlackArrow and Cadent Network, is going to be presenting its addressable linear platform at the INTX Conference currently being held in Boston. The company recently added its live linear targeting capacity to its VOD solutions for QAM set-tops, IP-based devices and OTT apps.

Adobe presented its new advertising capabilities for its marketing cloud at the Adobe Summit EMEA. The tools make it easier to create more personalized ads for multiple platforms and includes analytics to form a better understanding of ads’ effectiveness.

YuMe has announced its improved capabilities for brand safety and view ability standards on its programmatic video ad platform, YuMe for Advertisers (YFA). The technology is integrated with Integral Ad Science’s Bid Expert, and can use YuMe’s native SDK-driven brand safety technology to create efficient ads and block suspicious traffic.

New trends in online video monetization, measurement, engagement and many more aspects of the emerging OTT market will be explored at the Latin Online Video Forum during PortadaLat in Miami on June 8-9, 2016. Get your tickets at early bird price now!

LATAM MARKET

The Brazilian government’s shutdown of WhatsApp, the second time a digital service was shut down by a court in the country, has sparked debate about how to appropriately intervene in digital communication services to prevent similar events in the future. Brazilian congressmen want to pass a law to regulate the blockage of website and apps that disseminate illegal content.

European mobile attributes and analytics firm Adjust announced adjustthe opening of a Brazilian office in Sao Paulo, following its global expansion into Latin America. Apparently, they already have clients like Microsoft, Rovio and Loovo.

Mexican data company Mundoejecutivo conducted a study of Twitter use in the region and found that Brazilians use the social network most, reaching 40.7 million users in the country Q4 2015. Mexican use came in second in the region with 35.3 million users, and Argentina came in third with 11.8 million.

But eMarketer showed lower estimates: for the same period, its results showed 24.6 million users in Brazil, 21.3 million in Mexico and 7.1 million in Argentina. Argentina was found to have the highest increase in its user base, with 20.9% growth last year and an expected 12.8% growth rate for 2016.

On Tuesday, German mobile performance marketing firm glispa announced that it is acquiring Mobils, a mobile digital agency based in Sao Paulo. All of Mobils’s 10 employees will stay with glispa, and will bring their publishing partners and Brazilian clients like online car sales portal Webmotors, sporting goods company Netshoes and iFood (Brazilian, similar to Grubhub).

 

 

What: Comcast will release a video service called “Watchable”, which will feature content coming from websites like Vice Media, The Onion and Vox Media.
Why it matters:With YouTube currently dominating the streaming video platform arena, Comcast’s Watchable could mean a game-changing move for anyone working in video production. New video platform “Watchable” is said to be aimed at matching YouTube as well as other companies such as Facebook that are rumoured to be starting a video platform as well.

descargaLast week, Comcast Corp.’s NBCUniversal said it made a US$200 million equity investment in Vox Media, the online publisher of The Verge, Eater and Re/code. That deal, valued Vox at US$1 billion. And BuzzFeed just announced that it is raising US $200 million from NBC Universal. Vox Media, BuzzFeed , The Onion and Vice Media are going to be the likely content and distribution partners for “Watchable”.

From that moment on, many industry analysts speculated that the company is planning to build its own online video service.In fact, Comcast indeed revealed it will release a video service called “Watchable”, which will feature content coming from websites like Vice Media, The Onion and Vox Media.

Comcast is currently the largest seller of video ads in the United States. As platforms shift to digital, Comcast doesn’t want to lose market share, but they’re losing it to YouTube and Facebook.

With YouTube currently dominating the streaming video platform arena, Comcast’s Watchable could mean a game-changing move for anyone working in video production and marketing. To spice things up, Facebook has been also considering to start a video platform as well.

Watchable

New video platform “Watchable” is said to be aimed at matching YouTube as well as other companies such as Facebook that are rumored to be starting a video platform as well.

Even though the name of the video platform is still subject to change, the service looks sure to be rolled out in one way or another.

Vox Media is one of the partners for the new service along with some major-name players like BuzzFeed. Some partners will provide content and others, like The Onion, Vice, NBC Sports, Mic, AwesomenessTV and Refinery29 will also be taking part in what Comcast is calling “a widespread digital-video platform. However, Comcast’s deal with the teen-oriented channel owned by DreamWorks Animation called AwesomenessTV and Internet-based new media company BuzzFeed are still in negotiation. Comcast says that these deals will last “a few years” and see partners provide unlicensed, original videos to users of Watchable. The content will be available to stream on demand, according to Business Insider.

“Comcast is currently the largest seller of video ads in the United States. As platforms shift to digital, Comcast doesn’t want to lose market share, but they’re losing it to YouTube and Facebook,” a source at Comcast said.

Watchable is also aimed to rival the rumored video platform from Verizon. When released, watchable videos will be released on Comcast’s Xfinity X1 box owners. The service will be made available on the mobile platform such as iOS and Android.Currently, Comcast has its own smart-TV service called Xfinity. The service allows subscribers to stream unlimited number of movies and TV shows on demand directly to their TV sets and mobile devices. The new online service will simply expand the content coverage of an already established cable platform.

As Comcast is already a major player in the digital video market, this move is meant to consolidate market share in the face of competition from emerging video platforms.

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What: Comcast and Univision Communications Inc.  have reached a long-term agreement for Comcast to distribute Univision Deportes Network (UDN) to XFINITY TV customers.
Why it matters: XFINITY TV customers will begin receiving channel in October.

descargaComcast and Univision Communications Inc. have announced they have reached a long-term agreement for Comcast to distribute Univision Deportes Network (UDN) to XFINITY TV customers who subscribe to its Digital Preferred or XFINITY Latino levels of service.UDN is expected to begin airing next month for XFINITY TV customers.

Launched in April 2012, UDN is a 24/7 all-sports network that provides viewers access to Liga MX soccer matches and daily sports coverage of the league’s teams and athletes. The Spanish-language sports network also covers top sporting events, including international friendly matches, U.S. and Mexican national soccer team matches, Major League Soccer, CONCACAF Champions League, Copa MX, Formula 1 races, boxing, NFL, NBA, MLB, and other sports leagues.

UDN will be available in standard definition and Comcast’s largest Hispanic markets, which include New York, Miami, Houston, Chicago, San Francisco, Sacramento, Albuquerque, Fresno, Denver and El Paso, will begin receiving the channel in HD by year-end.

“Comcast is already the nation’s largest provider of Latino packages and we’re excited to add UDN’s wide range of sports programming for our XFINITY TV customers,” said Marcien Jenckes, Executive Vice President, Consumer Services, Comcast Cable

“We are pleased to expand the reach of UDN and our popular sports content through this deal with Comcast. This partnership speaks to the growing influence of Hispanics and underscores Univision’s position as the gateway to a growing and increasingly influential consumer base,” said Juan Carlos Rodriguez, President of Sports, Univision Communications Inc.

PR Experts and Marketers pay attention! We are Introducing the Portada Buzz Barometer. Each month we will be highlighting the companies among the main marketers targeting the U.S. Hispanic consumer which  make the most buzz.

Translated by Candice Carmel

In this edition of the Buzz Barometer, State Farm and Comcast are the advertisers with the most improvement in their own performance, each earning eight Buzz points. Also noteworthy among the 15 advertisers measured are AT&T and Toyota, each earning over three Buzz points. Kraft and Kellogg’s had negative Buzz, each of them registering a three- point Buzz drop.

Below are the Buzz scores for February for the top 15 advertisers in the U.S. Hispanic market:

barometro.ush.1

Interpretation

State Farm’s increase seems to come from its plans – announced in February – to return to the Florida insurance market and its growth in Georgia, where the company announced it would be creating more than 3,000 new jobs. Comcast generated Buzz in February with its announcement of a joint service agreement with Netflix and its purchase of Time Warner Cable. Netflix may have had an influence on the uptick in AT&T’s Buzz. In February, there was a lot of noise about talks between AT&T and Netflix to accelerate service (similar to the Comcast agreement). For its part, Toyota introduced its Highlander SUV in February and celebrated a decade of entering NASCAR.

Methodology and figures

The figures in our barometer show the monthly change in Buzz points as measured from the traffic generated in Google searches. The scale measures monthly readings from 2004 to today, recording changes and comparisons for each brand’s performance. It is important to note that our barometer does not measure brands against each other, but rather measures only the performance of each brand with respect to itself. Buzz points are derived from the average of the difference between the Buzz measured in the current month of 2014 with the Buzz recorded in the same month in 2013, and the difference between the Buzz measured for the current month of 2014 and the Buzz of the previous month. The formula is: ((AB)+(AC))/2, where A is the Buzz of the current month in 2014; B is the Buzz for the same month in 2013; and C is the Buzz of the month immediately preceding the current month.

The Buzz is a number that can go from 0 to 100 and is measured by the Google Trends tool, which allows us to see the search trend of any term since 2004. A score of 100 denotes the moment when a term has generated the most searches to date since 2004. In some cases, the highest score is recorded in a distant year (such as General Motors, which achieved this score in 2005). In other cases, the highest score has been recorded recently (like Walmart in November 2013). What is important for our study are not the Google Trends scores, but the average changes (arc change) that each brand has achieved with respect to itself within a defined period (the month of the study) compared with the same period last year and the month immediately preceding the current one.

The list of advertisers for the US Hispanic market has been culled from several existing studies on the major advertisers for each of the markets studied. For technical reasons we have left out some advertisers whose names do not appear as a main part of their marketing materials, i.e.: those whose advertising is focused on selling its branded products, but not on generating buzz about their own name (such as P&G).

Below are the figures obtained with this tool for the US Hispanic market, which were used to calculate the Buzz points on our barometer.

Brand100 ScoreFebruary 2013January 2014February 2014BUZZ
T-MobileSEP/20083038351
McDonald’sOCT/20118286851
VerizonENE/2011555554-1
AT&TJUL/20086465694.5
ToyotaJUN/20087378793.5
DishAGO/20138295912.5
State FarmJUL/20138494978
General MotorsJUN/20051616182
SprintOCT/20115453562.5
UnivisionDEC/2012685761-1.5
KraftNOV/2008525048-3
ComcastAGO/20137999978
FiatSEP/20114544472.5
WalmartNOV/20135255551.5
KelloggsJUN/2006483639-3

What: Comcast Corporation completed the purchase of online video ad serving vendor FreeWheel yesterday for a reported US $350 million.
Why it matters: According to  an analyst at  Frost & Sullivan,  the move reinforces two major trends in the industry. The first is for cable operators to get more into content ownership to retain their negotiating edge over content providers (the Comcast-NBC deal in 2011 being the best example). The second is the shift to multiscreen digital content delivery, largely monetized by targeted advertising. Comcast aims to deliver its content across several platforms – including traditional TVs, smartphones, tablets and other handheld devices – and the purchase of FreeWheel enables it to place targeted / addressable ads for both live and on-demand content.

com-freew.Comcast has wrapped up its deal to buy FreeWheel, the Web video ad-serving company.The cable giant will end up paying US $360 million for the seven-year-old startup. FreeWheel helps Web companies deliver video ads, and has specialized in locking up deals with big media companies like Viacom, Fox and Comcast’s NBCUniversal. FreeWheel had raised more than US $30 million, and last year it booked US $22 million in revenue, according to a person familiar with the company. The plan is for FreeWheel to run as a standalone company within Comcast, similar to the way video software company the Platform has operated since Comcast bought that startup in 2006. All of FreeWheel’s employees, including CEO Doug Knopper and his two co-founders, are expected to stay with the company.

There have been clear indications that Comcast is developing its own YouTube alternative.

According to Aravindh Vanchesan, a Digital Media Research Program Manager, at Frost & Sullivan in Mountain View, CA, the acquisition of Freewheel by Comcast opens  major concerns from a competitor as well as consumer perspective. “For starters, Comcast’s fierce pay-TV competitors – DirecTV and Dish Network – are both FreeWheel clients currently. Further, there have been persistent allegations over the years about Comcast ‘throttling’ video traffic from specific sites like Netflix or YouTube. In fact, Netflix’s recent deal with the cable company to increase streaming speed and quality by delivering content directly through its network brought up the familiar Net Neutrality debate again.”

Is Comcast developing its own YouTube alternative?

Vanchesan adds that in “recent years, media owners are distributing more and more original programming online as they can charge higher CPMs (relative to display ads/print ads) from advertisers.” “This is a vital supplement to their declining TV ad revenue streams. There have also been clear indications that Comcast is developing its own YouTube alternative (or YouTube ‘killer,’ if you will). The company is allegedly working closely with online video content creators to distribute their original programming through its set-top-boxes. The offerings are expected to be largely short-form content similar to YouTube in addition to live and on-demand material. The key value propositions to content owners would be the higher percentage of ad revenue they can expect in addition to content licensing fees. In this context, the FreeWheel buyout assumes greater significance as it makes more business sense for Comcast to own its top-of-the-line ad serving technology if it is jumping into the online video space with a big splash.””

Please attribute Frost & Sullivan as based (or headquartered) in Mountain View, Calif. Frost & Sullivan is the Growth Partnership Company that provides market research and consultative services to a wide range of industries, among other offerings.

What: Comcast has confirmed a deal to acquire Time Warner Cable for about US $44 billion. The proposed deal will be intensely scrutinized by the U.S. government, including the Justice Department, which will address antitrust concerns, and the FCC (Federal Communications Commission), which is charged with ensuring that the deal serves the public interest. As part of the deal, Comcast is expected to extend its commitment to follow the FCC’s open-Internet rules.
Why it matters: The deal creates a company that  controls three-quarters of the US cable industry, challenging regulators. From an advertising and media buying perspective, Comcast belongs to the U.S. largest advertisers with US$ 1.7 billion in 2012 advertising (measured media) spending according to  WPP’s Kantar Media. Time Warner Cable spent $224.3 million in 2012 year to advertise in major media.

comcastComcast Corp. has acquired Time Warner Cable Inc. for about US $44 billion. The company has agreed to pay about US $159 per share of Time Warner Cable stock. The deal will combine the largest two US cable companies.

Time Warner Cable had asked for US $160 in mid-January, when Comcast rival Charter offered to buy it at about US $130 per share. The sum Time Warner had suggested is very close to what Comcast ultimately offered, beating Charter Communications Inc. to what is the second-largest cable-television acquisition by equity value according to data compiled by Bloomberg.
Comcast owns NBC Universal which in turn owns Spanish-broadcast network Telemundo and English-language cable network Mun2.  Time Warner Cable does own several local news and sports channels in addition to its powerful distribution network. It also owns Time Warner Cable Media, which sells video and digital ads on cable systems, channels like NY1  and web sites like Road Runner. Comcast belongs to the U.S. largest advertisers with US$ 1.7 billion in 2012 advertising (measured media) spending according to  WPP’s Kantar Media. Time Warner Cable spent $224.3 million in 2012 year to advertise in major media, according to the Kantar Media division of WPP.

The merged company would account for almost three-quarters of the cable industry, according to the National Cable Television Association.

Through this consolidation, Comcast would become the main television channels, phone services and Internet connections provider in one in three American homes, a total unmatched by any other distributor. Comcast already has about 23 million television subscribers in markets like Philadelphia, where it is headquartered. With the addition of Time Warner Cable subscribers, Comcast will strengthen to face negotiations with cable channel owners like The Walt Disney Company.Time Warner lost 217,000 residential video subscribers in the fourth quarter of 2013, against strong competitosr such AT&T Inc., Verizon Communications Inc. and Netflix Inc. Comcast has added 43,000 subscribers in the same period.

Is it too dangerous for the nation’s telecommunication system to be in the hands of just one provider?

Will Comcast really be able to expand its footprint?

There are doubts about whether Comcast will be able to expand its cable footprint or not. In the US, a rule that banned a single cable company from controlling more than 30% of the market has been enforced by regulators.  As part of the deal, Comcast is expected to extend its commitment to follow the FCC’s open-Internet rules.

jbJohn Bergmayer (photo), a Senior Staff Attorney at Public Knowledge, advocates for the public interest before courts and policymakers. Bergmayer is convinced that Comcast cannot be allowed to purchase Time Warner Cable and that it should be stopped by Antitrust authorities and the FCC (Federal Communications Commission). The attorney is against this deal as he is convinced that an enlarged Comcast would be able to keep others from innovating, while facing pressure to improve its own service. New equipment, new services, and new content would have to meet with the new conglomerate’s approval to stand any chance of succeeding. According to Bergmayer, this will all lead to raising costs for consumers, who ultimately pay the bills. From his point of view, it is dangerous for a large proportion of the nation’s communications infrastructure to be in the hands of just one provider.

“If Comcast takes over Time Warner Cable, it would yield unprecedented gatekeeper power in several important markets. An enlarged Comcast would be the bully in the schoolyard, able to dictate terms to content creators, Internet companies, other communications networks that must interconnect with it, and distributors who must access its content,” Bergmayer said. “Fortunately, the regulators and law enforcement agencies who must approve a deal between Comcast and Time Warner Cable are empowered to promote the public interest, not Comcast’s interest in empire-building. We call on them to protect the public and stop this deal,” He added.

However, The two companies are likely to point out that they don’t directly compete. The Justice Department and other federal agencies will certainly line up to scrutinize the proposed combination.

 

We are very excited to confirm the first round of major client side marketers as speakers at Portada’s 7th Annual Hispanic Advertising and Media Conference to take place on September 26 in New York City’s Scholastic Auditorium and Greenhouse with Rooftop Terrace.

Already confirmed Speakers and panelists:

Adrian Adriano, VP Multicultural Marketing, Comcast

Rebecca Hawkins, Associate Media Director,  4D,

Cristina Morales, Seniior Director Segment Management, TIAA-CREF

Xavier Turpin, Director of Multicultural Marketing, Dunkin’ Brands

John Alvarado, Senior Director of Brand Marketing, Crown Imports

 

You can register to the  7th Annual Hispanic Advertising and Media Conference by attending it independently or in combination with the Hispanic Sports Marketing Forum which takes place in the same venue on September 25.

 

Main Topics we will be exploring

  • Is Corporate America Latin ready?
  • English-dominant Hispanics: Can they be efficiently reached via in-culture media?
  • Marketing in a Multicultural nation
  • Retailers 2014: The emerging power of “ethnic supermarkets and retailers”
  • Trends in Digital Media: Online Video Advertising, Social Buying, Targeting
  • Print Advertising Strategies: How and why print and digital convergence works
  • CMO’s will discuss their Hispanic KPI’s
  • Speed Networking (new refined concept!)
  • How can national advertisers best reach local audiences?
    Join the Conversation at #Portada13!

Join us at PORTADA Mexico!

Comcast announced that it will buy General Electric (GE)’s entire 49 percent common equity stake in NBCUniversal for approximately $16.7 billion, according to Reuters.

The deal, which is expected to close at the end of the first quarter, will be funded with $11.4 billion of cash on hand, $4 billion of subsidiary senior unsecured notes to be issued to GE, $2 billion of borrowings under Comcast and/or bank credit facilities, and $725 million of subsidiary preferred stock to be issued to GE.

Comcast revenues climbed 5.9 percent to $15.9 billion from $15 billion a year ago on growth in its video, broadband and TV businesses. Operating income rose nearly 13 percent to $3.3 billion.  Comcast also increased its dividend by 20 percent to 78 cents per share on an annualized basis and will repurchase $2 billion in stock in 2013.

GE, meanwhile, said the sale will allow it to return more cash to shareholders. GE’s board increased the size of its share repurchase plan to $35 billion, with $23 billion remaining. GE plans to buy back about $10 billion in shares this year.

Source: Reuters and CNBC

Comcast announced that it will buy General Electric (GE)’s entire 49 percent common equity stake in NBCUniversal for approximately $16.7 billion, according to Reuters.

The deal, which is expected to close at the end of the first quarter, will be funded with $11.4 billion of cash on hand, $4 billion of subsidiary senior unsecured notes to be issued to GE, $2 billion of borrowings under Comcast and/or bank credit facilities, and $725 million of subsidiary preferred stock to be issued to GE.

Comcast revenues climbed 5.9 percent to $15.9 billion from $15 billion a year ago on growth in its video, broadband and TV businesses. Operating income rose nearly 13 percent to $3.3 billion. Comcast also increased its dividend by 20 percent to 78 cents per share on an annualized basis and will repurchase $2 billion in stock in 2013.

GE, meanwhile, said the sale will allow it to return more cash to shareholders. GE’s board increased the size of its share repurchase plan to $35 billion, with $23 billion remaining. GE plans to buy back about $10 billion in shares this year.

Source: Reuters and CNBC