Viacom’s Tr3s to Unveil Hispanic Insights Blog

Tr3s: MTV, Música y Más today is expected to unveil Insight Tr3s an online destination intended to help marketers and advertising professionals better understand –and serve- the bilingual/bicultural segment, a key target for the Viacom-owned cable network.

“We want to give advertisers all the tools needed to speak to –and connect with- the bilingual/bicultural Latino,” José Tillán, GM & EVP of Tr3s, tells Portada.

Launching today, the blog will feature articles and research pieces put together by some of Tr3s’ executives, including Tillán himself; SVP of Resarch Nancy Tellet and VP of ad sales Luisa Fairborne, among others. A sneak peak of the new site shown to Portada shows blog postings on several subjects, featuring provocative titles such as Who is the Hispanic Millennial Mom?; Going Viral: The Evolution of Abuela Nina and a research-heavy piece called The Death of the Hispanic Adult Demo as we Know it.

Tr3s is only the latest of several media properties that are leveraging the power of data to lure advertisers to their airwaves and additional platforms, especially social media. Earlier this month, nuvoTV, formerly known as Si TV, unveiled nu(CONNECT) a b-to-b website containing data on how the network can help brands engage what they call BCLs (Bicultural Latinos.)

During a presentation earlier this month in New York City, Craig Geller, svp of ad sales for nuvoTV, showed some recent statistics, including one showing that its audience’s median income of $61K in prime time tops all U.S. broadcast networks, 90% of all ad-supported U.S. cable networks and is approximately double that of all Spanish-language networks. “nuvoTV viewers have significant spending power and are one of the most underserved,” said Geller at an event that attracted agencies and brand marketers in NYC.

Among the first ones to tap into the power of data was Univision, which in May of 2011 launched the Univision Insights Blog , featuring data-driven pieces by some of the network’s top executives, including Ruth Gaviria, Chiqui Cartagena and Graciela Eleta.