Univision and Telemundo still clearly dominate the market. According to Dussan, “Univision on one hand has worked to solidify is position in the market with a wining formula that has kept their leadership while they solidified solidified their overall negotiations incorporating all their companies under one roof to negotiate, Univision, Telefutura, Galavision and Univision.com offered a number of alternatives to cross promote in different platforms for a true 360 approach. On the other hand Telemundo has also proven its winning formula that has given them a strong second position. In addition, the weight of the General Electric group behind Telemundo has greatly contributed to solidify Telemundo as well as their cable channel Mun2. Both Telemundo and Univision have not only grown as companies but also attracted their Hispanic audiences and now they are competing head on with the general market networks for eyeballs and shares.”
What we have seen in both marketplaces is that cable/satellite has not only opened up and expanded the variety of programming choices but also paved the way for richer higher quality channels in many different genres. As a result, we have seen audiences that were once exclusive to broadcast/freeto-air migrate to pay-tv channels. This trend will continue as there is still a lot of growth potential given that the penetration of cable and satellite has significant room to grow. Only in Colombia and Argentina it is higher than 50%, and in the US Hispanic market, Spanish-language tiers are only present in one third of Hispanic homes.”
Mercury Media, a Santa Monica California based direct response media agency, recently opened a Hispanic Direct Response unit. The new unit will provide account planning and campaign management services for Hispanic clients, while Mercury Media will handle analytics, media management and tracking for the Hispanic campaigns. Mercury En Español will introduce campaigns that include online, phone and mobile advertising components as well.