Passion-Point Marketing


We talked to Terry Sell, national truck manager at Toyota Motor North America, about Toyota’s recent soccer campaign featuring Jorge Campos.  Toyota is one of the top 10 spenders in broadcast TV advertising, with $157 million spent in 2017. Through the campaign “Choose the Toughest Field”, the car company has managed to reach out to three audiences: Hispanics, soccer fans, and car lovers. Here’s what Sell had to say.

Toyota Campaign
Photo via Toyota.

Portada: Tell us what the “Choose the Toughest Field” soccer campaign is about.

Terry Sell: “The ‘Choose the Toughest Field’ soccer campaign is the 2019 soccer platform for Toyota. It builds powerful connections between the sport of soccer, players, fans, and trucks. The campaign was inspired by some of the more traditional playing conditions in Latin America. We considered that soccer is often played in dirt fields rather than nicely groomed grass. Those tough fields are where players exhibit their true potential, just like our trucks. The campaign’s commercials capture the toughness of the Tacoma and Tundra trucks as they take on tough terrains in a rough, non-traditional environment, thus their connection to the sport.”

To learn about another automotive brand that is reaching out to U.S. Hispanics, read  How to Market to Hispanic Consumers According to Kia’s Senior Director of Multicultural Marketing.

P: Who is the target of the campaign?

TS: “Toyota has long recognized Hispanic guests as a linchpin of its success. Hispanic vehicle registrations account for over 20% of overall registrations, making the Hispanic market a significant portion of Toyota’s overall success. In fact, Toyota has been the number one automotive brand among Hispanics for 14 consecutive years.”

Hispanic vehicle registrations account for over 20% of overall registrations.

P: On which platforms will it appear?

TS: “The campaign broadcast elements were timed for the 2019 Concacaf Gold Cup. But it will continue through March 2020 on other soccer media properties that we sponsor such as the UEFA Champions League, the U.S., and Mexican National Teams and Liga MX.”

P: Why did you choose retired Mexican goalkeeper Jorge Campos as your spokesperson?

TS: “We are delighted to partner with Mr. Campos. He is the embodiment of someone who has taken on the toughest terrains throughout his life and career as a legendary soccer player. His personal story, very much in sync with the attributes of the vehicles, resonates incredibly well with fans.”

Mr. Campos is the embodiment of someone who has taken on the toughest terrains throughout his life and career as a legendary soccer player.

P: How will you measure the success of the campaign?

TS: “Our goal is to drive consideration for Toyota trucks by increasing model association within their competitive set, and elevate ad awareness, vibrancy, opinion, consideration, and imagery. On the ground, through our interactive footprint at events, we are looking at engagement levels that funnel into sales leads.”

Photo via Toyota.

P: What other activities will you do around the campaign, off-screen?

TS: “The campaign has a diverse and robust digital and social component, including videos and rich mobile display ads and banners. For our social channels, we teamed up with Jorge Campos to develop a series of soccer technique videos. These showcase his great foot skills to engage guests in the sport.

Off-screen, we’re bringing the campaign to life through an interactive soccer footprint. It was present throughout the Gold Cup games and will be present during our sponsorship of Tour Aguila with our Club America partners in July. Also, it will appear at the Toyota Copita Alianza youth tournaments that continue through September.”

Off-screen, we’re bringing the campaign to life through an interactive soccer footprint.

P: Does this campaign appeal to any other market apart from Hispanics?

TS: “Soccer is part of the Hispanic culture. It is part of their life and brings generations together to enjoy the game. In fact, we know that Hispanics over-index when it comes to viewership in the U.S. With that in mind, our campaign fully focuses on this important target market for our brand.”

This is not the first time Toyota uses a Mexican celebrity to reach the Hispanic audience. Check out the campaign with movie star Diego Luna.

P: What challenges do you face with this campaign and how will you overcome them?

TS: “As soccer continues to gain popularity in the U.S., we have seen more brands getting into this space. Toyota has supported the sport and engaged with its fans for more than a decade so we’re appreciative of the brand loyalty we’ve received from fans and owners over the years. We’ll continue to engage with fans by developing creative campaigns that leverage partners, properties and celebrity talent that truly speak to the fans and to the essence of the game.”

As soccer continues to gain popularity in the U.S., we have seen more brands getting into this space.

P: What else are you working on?

TS: “As I mentioned, our campaign ambassador, Jorge Campos, engaged with us on a series of videos showcasing soccer techniques. In August, Jorge Campos hosted a soccer clinic at one of the Toyota Copita Alianza youth tournaments. We’ll also recognize a stellar student-athlete with a scholarship for their outstanding accomplishments in the classroom and on the field as part of our partnership with Alianza de Futbol.”


We caught up with Kia Motors America’s Eugene Santos, Senior Manager, Multicultural Marketing, about Kia’s new multicultural campaign, Driving Forces. Anything related to the Hispanic market comes to Santos’ desk first, so he knows a thing or two about how to market to Hispanic consumers. He told Portada New York 19’s audience all about Kia’s first time using influencer marketing to target Hispanics. 

Eugene Santos, Senior Manager of Multicultural Marketing at Kia, has spent years practicing how to market to Hispanic consumersThe last time we spoke to him, he gave us a preview of what he had in store for the brand’s next Hispanic-oriented campaign. All we knew at the moment was the goal, to reach the Hispanic segment through an emotional connection to the brand’s new slogan. Fast forward to a couple of months later, Kia has launched Driving Forces, a campaign that involves real Latino stories.

Eugene Santos discusses Kia’s Driving Forces campaign at Portada New York

“We launched a message during the super bowl: Give it everything,” Santos said to an audience of fellow brand marketers at Portada New York. “In the past, Kia has been successful with Superbowl commercials. But now that the message is out there, what do we do with it? What does it mean? Especially for Latinos.”

The problem facing automakers these days, according to Santos, is that vehicles are smarter and last longer, so consumers are holding to their cars for more time. “The need for an automobile has decreased,” Santos pointed out. But the campaign has already proved to be fruitful, as the 200-percent increase in traffic to the Kia Soul landing page shows. Santos shared this and other pieces of information in exclusive at Portada New York… metrics not even Kia’s management had seen!


Still Talking Up the Hispanic Market

For a Korean brand that is relatively new to the U.S., the new Driving Forces campaign is a huge deal. “As all multicultural marketing managers know, budget is an issue,” said Santos. “Since Hispanics account for 18% of the population, General Market assumes we should have 18% of the marketing budget, but it doesn’t work that way.”

In fact, a real problem that stood out throughout the Portada New York conferences was the need to convince management of the relevance of Hispanic consumers. “You’d think that in 2020 we wouldn’t need to fight to convince organizations about the Hispanic business opportunity,” commented Santos. “But we keep fighting the same fight. Therefore, make sure you can show metrics that the general market understands.

The good news is: insightful, culturally nuanced campaigns are an important step to increasing companies’ awareness…, and getting a few more ad dollars. “Telling a story allows us to continue to connect with our audience and keeps the brand on top of mind. This might look like a simple project, but it’s making our company reconsider how they think about multicultural,” shared Santos.


An Effective Campaign Will Take You Far

As Eugene Santos explained, a successful campaign can yield results that are very important for the long run: not only can it get you more budget with management, but it can also ease you into the next step of your strategy.

That’s why Santos likes storytelling; it can elevate your brand by telling relatable stories to consumers and then follow up on those stories. But many times complications arise from the start in multicultural marketing. Whether it’s the lack of multicultural representation in management, inaccurate audience measurement or a lack of creative assets, it’s still difficult to know how to market to Hispanic consumers, starting from the (still relevant) question of what language to use.


Problem: How to Market to Hispanic Consumers

“When people think ‘Hispanic’, they automatically assume they have to use Spanish,” told Santos. “It doesn’t have to be that way. So for the first time, we’re using English-language creative to reach Hispanics. Bilingual and bicultural creatives go a long way.”

But the problem persisted: how could they elevate the Kia brand in a meaningful way? There were many factors at play, like limited assets, recent leadership changes and a low budget. “For a long time people have assumed that Kia is a cheap Korean Brand, but for the last 5-6 years, Kia has been recognized with top quality distinctions with brands like Mercedes and Porsche,” pointed out Santos. “Kia has various brand messages, but the objective was to dilute it into one message that created top brand consideration.”


Answer: Brand Ambassadors Who Share the Consumers’ Stories

Influencers are a risk, and yet most marketers have experience with them. They all learn that the only effective influencer marketing is based on brand ambassadors that share a true affinity with the brand’s values. For that reason, Santos chose two unique influencers that could tell the Latino story, because it was theirs.

“How do we tell the underdog story, which is really the Kia story, and how do we tell the Latino story to them?” asked Santos rhetorically. “I want to talk about the professional who is trying to do something different and relate it to my key customer.”

Consequently, Kia worked with Andrea Londo, a self-proclaimed border child who commuted from Tijuana to San Diego every day to go to school. Now, she is living her dream of being an actress. “You probably don’t know her, but in 2-3 years you will,” assured Santos. On top of everything, Londo drives a Kia Optima, which made for a perfectly organic fit.

Click here to learn Andrea Londo’s story

Clara Pablo, the other influencer featured in the campaign, is the manager of Miami-based Latin Pop group CNCO and of Colombian singer Maluma. Music is one of Kia’s verticals, which allowed for an organic fit with Pablo. In addition, she’s a breast cancer survivor and awareness advocate, which adds “a humanistic element that allows us to send out a message not only about cars but beyond. Young Latinos want to connect with brands that stand for the same things they do.”

Watch Clara Pablo’s story here


Once You Have the Right Message, Put it In the Right Creative (and Get the Right Partner to Do It)

One of the first things to do if you wish to launch a successful campaign is choosing the right partner. Because of the various problems multicultural marketers have to face, an agency that can really carry your message is as important as the message itself. For the Driving Forces campaign, Kia partnered up with Verizon Media. “We knew they could programmatically expose our message to a wider audience that is bicultural. Also, their creative studio, RYOT, could help us with assets that allowed us to show our message in relation to the creative,” explained Santos.

Together, they came up with docu-style creatives and an array of branded formats to tell the story of Latinos and Latinas. Through the two “driving forces” the brand chose as ambassadors, they focused on upbringing, biculturalism, accomplishments and their will to tackle a challenge. “The main goal was for them to connect with us,” stressed Santos. “We wanted to hit them at different points of their journey to let them know that we’re here for them and we understand them.


Results (Spoiler: Cultural Marketing Works)

The results so far have been positive. The completion rates above the benchmark of both videos show that consumers are interested. Also, CTRs are the same in Spanish and English, so language doesn’t always matter as long as viewers really connect with the message. “If the emotional component is there, they’ll stick around and come back,” said Santos. Reach and engagement have also been good, which has given Santos the confidence to ask for more budget.

Ultimately, Santos concluded that it’s all about three key rules. First, define your strategy: be clear on what the content should speak to and ensure alignment to overall brand strategy. Second, listen to your gut. Pick a partner that can execute and deliver significant reach for your targeted audience. Finally, don’t forget to ask yourself this question: what’s my next move?


Featured image designed by welcomia / Freepik

The Mexican LigaMX can be a much better soccer marketing vehicle to engage U.S. Hispanics than the MLS, Nick Kelly, Head of U.S. Sports Marketing at Anheuser -Busch, said during last week’s  Portada New York.

Kelly, a member of Portada’s Sports Marketing Board, said that his company partners with the LigaMX particularly for soccer activations in the Southwestern U.S. which has a very large Hispanic population. In particular, he mentioned Texas, Arizona and Nevada as well as cities like Houston, Dallas and, surprisingly Nashville. “All our world cup campaigns were about the Mexican National Team” (not the U.S. National Team), he told Portada’s Janet Grynberg during the keynote interview at Portada New York in the Westin Times Square last Thursday.

Subscribe to Portada’s weekly Sports Marketing Updates!

Chicharito Soccer Activation

Mexican soccer player Javier Hernandez (“Chicharrito”) has also been sponsored by Anheuser-Busch In-Bev brands. “The Chicharrito sponsorship worked very well and showed lift in the markets that mattered most”.”We don’t need brand awareness lift, what we have seen is retail lift in markets such as San Antonio and El Paso,” Kelly noted. “We activate 100% retail”, he added..

Anheuser Busch also activates jersey sponsorships of LigaMX teams through Corona (which is a Grupo Modelo brand; Grupo Modelo was acquired by Anheuser Busch InBev in 2012). LigaMX Club America recently switched its jersey sponsorship from Corona to Bud Light.

One of our objectives is to find out how to activate on a hyperlocal level.
Nick Kelly (right) at the Portada Sports Marketing Board meeting (on his left, Jose Antonio Ortega,(Prisa Brand Solutions), Manny Gonzalez, (Moët Hennessy USA) and Eugene Santos (Kia).

Asked by an audience member at Portada New York whether it makes sense to bring a LigaMX team to play in the U.S, Kelly said that while this type of soccer activation would be popular in the region the match is played, beer wholesalers in other regions would not necessarily like it.
However, Bud Light recently gave soccer fans in Las Vegas a chance to virtually experience a game 1,500 miles away with immersive technology. The four “Seats of Glory” were featured at Beerhaus, a beer hall on the Las Vegas Strip, for a Liga MX playoff match between Club América and Cruz Azul. Every fan over age 21 who visited the bar was able to watch part of the game in VR.

Anheuser-Busch InBev brands spent US$ 591 million advertising to the U.S consumer in 2017, according to Kantar Media.

What: For years, large chains have targeted Hispanics by adding a special aisle with select items from their home countries. These days, this approach can be a bit outdated. Here are some Hispanic grocery shopping insights, as diversity and globalization demand a more integrated approach.
Why it matters: Marketers are well aware that Hispanics are a huge consuming force that will only grow in time. It’s important to come up with ways to really cater to the community’s needs.


The Hispanic Cooking Rites

Us Latinos love our food. We love preparing it, we love planning it, we love buying fresh ingredients. Cooking and sharing is the ultimate family-bonding experience. Homemade meals are the first thing we miss when we’re away. We make them anywhere to feel at home. All these cultural traits not only make us great cooks, but also great produce and grocery shoppers. According to The State of the Plate, a 2015 Study on America’s Consumption of Fruits & Vegetables published by the Produce for Better Health Foundation, Hispanic grocery shoppers rank highest in produce consumption amongst 3 other ethnic groups (White/Non-Hispanics, Asians, and Black/Non-Hispanics).

There’s something all food marketers in the U.S. need to understand in order to cater to their Hispanic customers: From the moment the menu for a Hispanic table is conceived, every step of its preparation matters. Supermarkets appealing to the target can assert everything they must do to satisfy an ever-growing consumer base by being aware of the particularly ritualistic nature of Hispanic kitchens. Latinos love hand picking their food, buying enough ingredients to last for several meals, and trying out new ingredients on a permanent effort to enrich and expand their gastronomic experiences. But there’s one problem. Even though marketers are well aware that Hispanics are a consuming force, some have chosen to label and separate Hispanic (and generally ethnic) foods and products. This segregation rings counterintuitive and obsolete.

Finding the Balance Between Diversity and Globalization

Hispanics are widely diverse as a group. Every single Hispanic country has different ancestral dishes that require specific ingredients for their preparation. In addition, Millennials have been exposed to the culinary options of a globalized economy. This surely has an affect on traditional menus, even if Latino families have a specific and deep-rooted meal preparation routine.

Nearly six in ten Hispanics are Millennials or younger, according to Pew Research Center’s 2014 report, The Nations Latino Population is Defined by its Youth. 40% of American Millennials are multicultural, and more than half of this group are Latinos. As a global society would have it, we want to be able to make corn flour tortillas, but we want them filled with swiss cheese. According to The Why? Behind the Buy, a study conducted by Acosta Marketing and Univision in 2015, 57% of Hispanic Millennial Shoppers ages 25-34 say they often try new flavors/products.

 For years, the larger chains have catered to the Hispanic consumer (primarily) by adding an ‘Hispanic’ or ‘International’ aisle and placing select merchandise from Latin America. […] It is unclear if this format is successful.

Nothing more American than… Pizza?

As we have said before in other articles, foods that used to be foreign at some point, like pizza, sushi, and tacos, are such a big part of a global food culture that no one hardly ever questions their place in American households. These days, being able to find a wide variety of products from around the world is expected. In some cases it’s a given, because we live in a connected world in which boundaries are more blurry each day. As Rishad Tobaccowala, Chief Growth Officer at Publicis Groupe, said to Portada in a recent interview, “An idea that is not aligned with the unstoppable trends of diversity and globalization is doomed from the start.”

How to Include a Niche

For a minority seeking inclusion, all manifestations of inclusion are welcome. Supermarkets could start by dropping the label “Hispanic groceries” to call them just groceries. Yet, many supermarkets have tried to cater to the Hispanic audience by adding “exclusive” sections with the products Latino audiences may find at home. “For years, the larger chains have catered to the Hispanic consumer (primarily) by adding an ‘Hispanic’ or ‘International’ aisle and placing select merchandise from Latin America […] Some of the largest, such as HEB in Texas, developed their Mi Tienda (My Store) format which is located in a high dense Hispanic neighborhood. A larger store than a neighborhood store. It is unclear if this format is successful” says Randy Stockdale, director of Solex Marketing Solutions.

Problem is, inclusive as this effort may appear at first glance, Latinos already comprise 17% of the total American population. Inserting a Hispanic section surrounded by aisles of  “non-Hispanic” products might end up falling short for this ever-growing segment. “I don’t subscribe to a Hispanic aisle”, says Stockdale. “I would rather see the stores, particularly the larger chains, place like-items together and provide a greater convenience. Have you ever found Goya Olives in the general Olives section? Likely not.” Think of it this way: limiting their space is also limiting their consumption to one tiny section of an entire store.

Frozen Hispanic

In July 2017, a tweet got viral because one man saw the mockery potential of a supermarket freezer labeled “Frozen Hispanic.” He decided to pose as just that… a frozen Hispanic. The tweet got 152,278 retweets of people that didn’t see the need to separate frozen tamales from frozen chicken wings. Supermarkets would greatly profit from including Hispanic products without differentiation. It’s been proven that Hispanic consumers are generally willing to try new, different things.

An Emotional Connection

Brands like Jarritos spark the joy of feeling represented and identified while being abroad. Many people immediately purchase products that make them feel homesick when they’re abroad. This speaks of the great importance of having a supermarket experience that appeals not only to your needs, but to your emotions, comfort zone, and memories of home.

And just like it would at home the store needs to feel just like any other supermarket with staple sections. In Canadian supermarkets, for example, diversity is tangible all around. A variety of multicultural shoppers experience all kinds of international foods available to everyone. Anyone can add tzatziki, udon noodles, and jasmine-infused rice pudding to their shopping basket.

Just as the world’s boundaries are thinner, the gaps between demographic segments are narrower. We want to connect to our heritage, but we don’t want to feel isolated by it. We all want to feel human. So, if including a separate Hispanic grocery section on the supermarket is no longer a viable option, what is? How to attract Hispanics and make them feel welcome and included while strongly driving purchase intention? The answer lies in the power of emotions.

What Should Supermarkets Do, Then?

 In short? “Enhance their joy of shopping”, conclude Acosta and Univision on The Why? Behind the Buy. Perhaps general retailers could learn a thing or two from Hispanic grocery concept supermarkets like Northgate González Markets. The chain not only features an in-store tortillería, carnicería, and cocina, but that also offers children cooking classes and a gift certificate upon completing six lessons.

Or Fiesta Mart in Texas, offering a variety of fresh, organic, locally sourced produce with a side of social community programs to educate children and help feed the hungry. “I would not say [larger chains] are not doing a good job,” says Randy Stockdale. “They are trying at least. But, I would state that the larger chains should provide a friendlier-Hispanic atmosphere and improved merchandise. I am a strong proponent of bilingual in-store signage where the store is high-Hispanic density”. Therefore, the wisest move is to be inclusive and open-minded in both directions.

Both Fiesta Mart and Northgate Gonzalez are on the other side of the spectrum. Just as there are Hispanic aisles, there are entire stores that focus on the Hispanic community. But this doesn’t mean the general market should not come. There’s no reason to separate minorities, communities are not separate anymore. Everyone is welcome because everyone is from everywhere. No man is an aisle.


What: Paula’s Choice Skincare’s Rajaa Grar, Senior Director, Global Brand Marketing, reveals to Portada the keys to keeping content coherent across channels and why authenticity is critical to successful influencer marketing.
Why it matters: Paula’s Choice Skincare has built a cult following of consumers worldwide. At Portada Los Angeles, Grar will provide insights into how she uses influencers and informative content to generate brand awareness with new consumers, while deepening bonds with existing ones.

Paula’s Choice Skincare has built a cult following of enthusiastic consumers across the globe with “real talk about real facts,” and a singular focus on helping women with the truth about skincare. Founded by Paula Begoun in 1994, the highly successful cosmetic brand “helps women see real results,” according to its website. “We create skincare that’s shockingly straightforward.”

Senior Director of Global Brand Marketing Rajaa Grar is building upon and expanding the brand’s success with highly strategic influencer marketing and insightful awareness of the best approach for keeping content coherent across all marketing channels. Portada caught up with Grar for a preview of her participation at #PortadaLA on March 15th and where she will speak on “Influencer marketing: why passion and shared values are key.”

Portada: Content needs to be coherent across channels. What are the best practices for that? How do you get to that result?

 RG: For us, it all starts with a robust content and social strategy that is rooted in science-backed research and truly addresses our consumers and brand needs. We strive to empower our audience with the most educational and informative content on skin’s health and skincare while being relevant and engaging. Of course, the content may need to be customized depending on the platform but, it always needs to be aligned with our brand strategy and DNA.

Paula’s Choice Skincare’s Rajaa Grar, Senior Director, Global Brand Marketing, will be a featured speaker at #PortadaLA on March 15 when she will provide insights into how she uses influencers and informative content to generate brand awareness with new consumers.

Portada: Driving passion points through brand loyalty is key for you. How do you accomplish this and what role does influencer marketing play in that?

RG: At Paula’s Choice, we are passionate and absolutely love all aspects of skincare. Our consumers know it and it is one of the main reasons that the brand has a loyal following for the past 24 years and many of our products are cult favorites across the globe. Our influencer marketing strategy is centered around generating brand awareness among new consumers and deepening our bond with existing ones. Hence, many of the content creators that we collaborate with are skincare enthusiasts and share our skincare passion. They also have followers who are Paula’s choice fans as well. They also truly respect our brand and skincare philosophy, rooted in truth and advocacy and are themselves fans of the brand.

Portada: What do you see as being the three top tips/lessons to follow when using influencers in marketing efforts?

RG:  Stay authentic to your brand’s essence when aligning with ambassadors. Don’t be driven solely by the number of followers an influencer has. Deploy your marketing resources carefully.

Getting to know our influencers on a deeper level is essential as they are an extended part of our brand family.

Portada: How does Paula’s Choice protect its brand ethos/image when using influencer marketers?

RG: We go through a careful vetting process ahead of any collaboration and of course getting to know our influencers on a deeper level is essential as they are an extended part of our brand family. When doing so, the results are not only most authentic, but our brand efforts are reaping the benefits for a longer period of time after the content goes live.

Portada: What is the profile of the typical influencer Paula’s Choice prefers to use?

RG: We do not have really a typical profile of one influencer as we want to appeal to a diverse pool of consumers. We want to empower a wider audience to discover the power of our products as our brand truly transforms skin for the better and has changed people’s lives time and time again. We aim to collaborate with influencers that authentically love our brand and have experienced the transformative nature of our products. We found that those people are the most loyal and effective brand ambassadors.

We are looking at Nielsen’s social content ratings of the week of February 18 to 24 in order to get a good sense of which social platforms are the best tool for viewers to engage with their favorite programming.


This week, Nielsen’s Weekly Social Ratings show just how much of a passion point movies are. The first ever hostless Oscars show was the star, as it generated more interactions than any other special episode or sports event. Whereas previously we had seen sports inspired a great percentage of social activity, interactions related to TV episodes or specials accounted for 62% of the rankings this week, similarly to what happened with the 61st Grammy Awards Show. Furthermore, we can see that Hispanics brought about a good amount of social interaction as well, as the Premio Lo Nuestro show took the second spot right behind the Oscars, and 5 out of 10 personalities on the Top Talent list were Latinos. Take a look at the key insights below.



Facebook Instagram Twitter

The Oscars


17,679 752 3,486 13,440
2 Univision

Premio Lo nuestro 2019


6,694 416 6,100 178

America’s Got Talent


1,656 233 1,250 173
4 USA Network

WWE Monday Night RAW


1,506 95 982 428
5 USA Network

WWE SmackDown!


1,112 67 774 271

Grey’s Anatomy


732 33 624 74

The Bachelor


578 3 187 388

This is Us


486 26 373 87

The Big Bang Theory


409 12 377 21
10 NBC

Ellen’s Game of Games


376 7 344 25

[Source: Nielsen]

Key Insights

  • Out of the total of interactions on the top ten spots, 62.7(31.2 million posts) were related to a TV episode or special.
  • Facebook had 1.6 million interactions, a significant decrease compared to the previous analysis’ 4.9 million.
  • Twitter received 15 million interactions with TV episodes or specials, winning once again over the other two platforms.
  • Most interactions (76%) about the Oscars happened on Twitter, just as it happened with the Grammy’s two weeks ago.



Facebook Instagram Twitter

North Carolina at Duke

College Basketball


3,184 114 1,833 1,237

Houston Rockets at Golden State Warriors

NBA Basketball


2,327 80 1,978 268

Houston Rockets at Los Angeles Lakers

NBA Basketball


1,778 79 1,289 410
4 ESPN*, ESPN Deportes

San Antonio Spurs at Toronto Raptors

NBA Basketball


1,336 44 1,110 182
5 ESPN*, ESPN Deportes

Utah Jazz at Oklahoma City Thunder

NBA Basketball


1,045 81 705 259

Boston Celtics at Milwaukee Bucks

NBA Basketball


839 22 663 154

Pittsburgh Penguins vs. Philadelphia Flyers

NHL Hockey


804 65 484 255

San Antonio Spurs at New York Knicks

NBA Basketball


573 14 445 113

Duke at Syracuse

College Basketball


464 20 319 125
10 FOX*, FOX Deportes

Folds of Honor QuikTrip 500

NASCAR Monster Energy Series


382 65 138 179

[Source: Nielsen]

Key Insights

  • Over 12.7 million interactions, or 25% of the total of the three top ten rankings provided by Nielsen related to TV episodes or special events, were about sports.
  • From these, only 584,000 interactions were posted on Facebook.
  • Twitter received 3.1 million posts related to sports events, or 24%.
  • About 70(8,9 million) posts were made on Instagram, making it the winning platform in the sports category once again.
  • Most events were basketball matches, though a Nascar event and an NHL one also generated interactions.


Facebook Instagram Twitter
1 Univision

Lele Pons

Premio Lo nuestro 2019

928 1 924 3
2 Univision


Premio Lo nuestro 2019

906 4 886 16
3 Univision

Natti Natasha

Premio Lo nuestro 2019

743 3 739 1

Bohemian Rhapsody

The Oscars

646 43 523 80

Angela Bassett

The Oscars

516 81 431 3

Terry Crews

America’s Got Talent

497 25 427 45
7 Univision

Daddy Yankee

Premio Lo nuestro 2019

449 41 406 3

Jason Momoa

The Oscars

420 0 420 0

Ellen DeGeneres

Ellen’s Game of Games

370 6 342 23
10 Univision


Premio Lo nuestro 2019

366 0 366 0.1

[Source: Nielsen]

Key Insights

  • According to Nielsen’s data, 5.8 million viewers engaged with the top ten posts sent directly from social media accounts owned or affiliated with TV programming.
  • For the top 10 spots, Facebook received 204,000 engagements, Twitter got 174,100, and Instagram came out on top again with 5,4 million.
  • The relationship between top series and top TV talents is very close: all of the top 10 TV talents appeared in the transmission of the popular shows of the week.
  • Interestingly, 5 out of 10 of the most popular talents appeared on Premio lo Nuestro, and are U.S. Hispanics.


Portada Los Angeles will provide a unique setting for brand marketers to explore the enormous opportunities sports, music and entertainment content offer to engage consumers in Multicultural America. Portada is offering a special President’s Day 35% Off Discount (only until this Friday February 22!). For the discount code, please contact Michelle Lopez.


We’re only three weeks away from Portada Los Angeles and we keep adding dazzling speakers to the agenda. Focusing on Passion-Point Marketing, the event will attract agency and brand marketing leaders from all over the U.S. to Santa Monica’s Loews Hotel on March 15 to discuss the opportunities in music, sports, and entertainment.

Portada Los Angeles will also be the meeting point for Portada’s Council System with the Brand Star Committee, the Agency Star Committee and the Sports Marketing Board holding their first 2019 in-person meetings during the event.

Take advantage of the SPECIAL 35% OFF PRESIDENTS’ DAY DISCOUNT (US $486 instead of US $749.), valid until Friday, February 22! For the discount code, please contact Michelle Lopez.


Portada Los Angeles offers media and marketing service vendors, including sports teams and leagues, the opportunity to interact with brand marketers through Portada’s one-on-one meet-up offering.

Here’s what you can’t miss:


Sara Toussaint, VP, Sponsorships, Wells Fargo

With the Women’s Soccer World Cup coming to France this summer,  the potential arises for brands to profit from the world cup’s commercial opportunity. What success stories are there of brands efficiently engaging fans? How are they doing it? Which innovative concepts are promising going forward?




Ariela Nerubay, CMO, Curacao




Kate Canel, Director, Performance Media, The Shipyard




Moderator: Stephen Brooks, EVP, VidaPrimo.





Seraj Bharwani, Chief Strategy Officer, AcuityAds

Simply turning on the language targeting tactic means you’re missing over 50% of your intended multicultural audience. Bi-culture and bilingual segments have remained elusive to marketers who are trying to make a genuine connection with their intended audiences.

In this session, you will learn how new decisioning technologies (i.e. machine learning) are being used to reach the multicultural segment. Using real-time consumer data on social, search and video-viewing behaviors, these tools are delivering early results with campaigns targeting in-culture personas for leading brands.



Tiago Pinto, Global Marketing Director, Gatorade, Pepsico

There is no true global sports brand that is dominant without having a significant presence in soccer. U.S. soccer audiences are growing at a rapid pace and soccer is currently the fourth or fifth sport ranked by audience size.  With the 2026 Soccer World Cup on the horizon, the ascent of soccer as one of the top three U.S. sports seems almost inevitable. Do brands need to jump on the wagon at this relatively early stage and if so how? What ways are there to align with soccer content: Domestic U.S teams, European or Latin American teams or leagues or via national teams? What a major global marketer with a vast soccer marketing experience recommends to U.S. brand marketers.


Take advantage of the SPECIAL 35% OFF PRESIDENTS’ DAY DISCOUNT (US $486 instead of US $749.), valid until Friday, February 22! For the discount code, please contact Michelle Lopez.


Rajaa Grar, Senior Director, Global Brand Marketing, Paula’s Choice
Influencer marketing at Paula’s Choice Skincare, the effective, truthful and transparent global skincare brand, revolves around authentic brand storytelling, empowering consumers with skincare knowledge and engaging passionate influencers. Rajaa Grar will share her do’s and don’ts for brands to drive brand awareness and purchase intent by choosing the right influencer marketing strategy while authentically aligning with brand ethos.



How Pantelion and Pantaya (part of Lionsgate Entertainment) unlocks the opportunity of the multicultural film enthusiast.

Paul Presburger


Pantelion Films and Pantaya


interviewed by Dana Bonkowski

SVP, Multicultural Lead



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