Palladium Equity Partners has announced the following changes:
Luis Zaldivar has been promoted to senior managing director. Before joining the firm in 2004, he was Vice President of corporate development and strategic investments at Univision. He will be serving on the boards of directors of the Palladium portfolio companies Del Real, HealthSun, TransForce, DolEx, Raben Tire and Hy Cite.
Caleb Clark has been promoted to managing director since his arrival to the company in 2014. He serves on the boards of directors of the Palladium portfolio companies Jordan, Cannella, and GoodWest.
Chris Allen has left his position at Arlon Capital Partners in order to join Palladium as a new principal. He serves on the Board of Directors of Palladium portfolio companies Del Real and Kar’s Nuts.
Raze, the digital media company co-founded by Sofía Vergara, has named Mari Urdaneta SVP and chief content officer. She will lead all creative and production efforts, as well as manage the programming and production strategy for the Raze digital video platform and its remote teams.
Vic Pierni has been appointed Chief Financial Officer at ViralGains, where he will be in charge of the company’s financial strategy, as well as heading the legal and human resources departments.
The U.S. Small Business Administration has announced the appointment of Kathleen McShane as the Assistant Administrator for the SBA’s Office of Women’s Business Ownership. In this capacity, she will oversee the agency’s efforts to promote the growth of women-owned businesses.
Jonas Tåhlin has been named CMO Spirits at Pernod Ricard USA. After working for the company for 10 years and being appointed CEO of Absolut Elyx USA in 2014, he has acquired enough experience to head all marketing operations.
Blackbaud Inc., a leading cloud software company promoting social good, has appointed Catherine Cook LaCour as Chief Marketing Officer. Over the last three years as marketing VP, she has completely restructured the firm’s marketing function. As CMO, she will lead global marketing and the Blackbaud Institute for Philanthropic Impact™.
Altierre Corp., a leader in wireless Internet-of-Things (IoT) technology, has named Tony Alvarez Chief Executive Officer.
Transportation and logistics company Daseke Inc. has promoted CFO Scott Wheeler to president.
NBC Universal Telemundo Enterprises has announced the creation of Telemundo Global Studios, a new unit to be led by veteran media executive Marcos Santana. He will be responsible for Telemundo Studios, Telemundo International Studios, Telemundo International, as well as all of the company’s co-production partnerships.
IPG Mediabrands, a culturally-driven media agency, has named Pele Cortizo-Burgess chief strategy officer for the United States, reported AdWeek. He will lead a team of 20 strategists and answer directly to CEO Amy Armstrong.
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at email@example.com.
Healthy fast-food chain Subway has consolidated its entire U.S. and Canadian (North American) media and creative business with Dentsu Aegis Network following a review that kicked off in July. Dentsu Aegis Network North America—which embraces Carat New York, mcgarrybowen New York, Carat Canada and DentsuBos—will be responsible forSubway’s strategy across all channels. The account will be handled out of New York, Toronto and Montreal offices. Carat will handle Subway’s media planning and buying across North America and mcgarrybowen will be responsible for creative. The review did not impact Subway’s specialty, local or international agencies. According to a recent Kantar Media report, Subway spent about US$100 million in the U.S. on measured media in the first quarter of 2017.
GroupM’s Mindshare has been assigned Pandora Jewelry media planning and buying in North America, Ad Age reports. The business was previously handled by another GroupM agency, Maxus, which was merged with a third GroupM agency MEC to form a new agency Wavemaker. Since MEC handles media for Pandora Jewelry competitor Tiffany & Co., GroupM sibling agency Mindshare pitched for the Pandora business.Pandora Jewelry spent around US$59 million on measured media in the U.S. in 2016, according to Kantar Media. In addition to Mindshare, a WPP agency, Pandora also uses WPP creative agency Grey.
MTV has selected MullenLowe Mediahub as its U.S. media agency of record. Mediahub, will provide offline and digital media planning and buying services. This new relationship adds to Mediahub’s existing partnership with MTV’s Viacom sister brand VH1.The MTV win is Mediahub’s eighth new client win in 2017, following its selection by Chipotle, Rémy Cointreau, Staples and others.MediaPost recently named Mediahub Creative Media Agency of the Year for a second straight year.
NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets – as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!
Publicis Groupe announced that each of its agencies will combine offices in six major U.S. cities: New York, Boston, Chicago, Detroit, Atlanta and San Francisco, Adweek has reported. every Publicis-owned company in those locations will be housed a single building. Publicis agencies include Leo Burnett, Saatchi & Saatchi, BBH, Publicis Worldwide, Spark Foundry, Starcom Worldwide, SapientRazorfish, DigitasLBi and MSLGroup.The moves are not related to any further reorganization or staffing reduction across the Publicis Groupe in North America, according to people familiar with the change.
Goya Foods, one of America’s largest Hispanic-owned food company, has partnered with renowned artist and one of South Florida’s most vibrant artistic talents, Alexander Mijares. Goya commissioned Mijares to create a one-of-a-kind Goya “Can Sculpture” at the Perez Art Museum as part of Goya’s “Pasión es Goya” campaign and PAMM’s “Second Saturday” activations.Goya has partnered with contemporary art museum PAMM to host “Free Second Saturdays,” which includes hands-on activities and provided free Spanish tours, making sure that everyone in Miami’s diverse population can enjoy a fun day with their families.Goya Foods will also be making a donation of Goya products to charity.
Toys 4 Puerto Rico
Lin-Manuel Miranda, Toys“R”Us®, Telemundo, Hispanic Federation, and R.Evolución Latina are partnering to bring toys and smiles to the thousands of children affected by Hurricane Maria this Three Kings Day with the launch of Toys 4 Puerto Rico. The toy drive aims to send 10,000 toys to children throughout the island and begins today online at Toysrus.com/Toys4PuertoRico, with donations accepted until Tuesday, January 2. Hispanic Federation and partner organization R.Evolución Latina will handle the distribution of the purchased items, and ensure that dozens of community partners receive gifts for a mix of ages.As the official media partner, under the banner of its corporate social responsibility initiative, “El Poder En Ti” (The Power in You), Telemundo will make a donation of US$30,000 to the toy drive. The network will also air national and local promos encouraging viewers to donate, in-show segments across network shows including “Un Nuevo Día,” “Al Rojo Vivo” and “Noticias Telemundo,” daily digital and social amplification, and participation in numerous community events to support the drive. In addition, Telemundo talent will participate in the local celebrations to help distribute toys.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at firstname.lastname@example.org.
What: NBCUniversal/Telemundo and América Móvil jointly submitted today to the Mexican Football Federation bids for the Mexico National Team media rights, one for the United States, and the other for the rest of the world, for two World Cup cycles. Why it matters: Currently, Mexico National Football Team broadcasting rights for matches played in Canada, Mexico and the U.S are held by Univision (Spanish) and Fox Sports (English). Matches played in Central America and the Caribbean are broadcasted by Telemundo (Spanish) and beIN Sports (English).
The two companies joined in a strategic and commercial alliance that allows them to present an offer that will provide substantial value to Mexican soccer. The bids include rights to all men’s and women’s Mexico National Team divisions.
The proposal submitted for the U.S. market includes the rights across all media platforms, while the other includes global digital media rights, excluding the U.S.
The proposal submitted for the U.S. market includes the rights across all media platforms, while the other includes global digital media rights, excluding the U.S.
The bid is in addition to the revenues that the Mexican Football Federation could receive from the licensing of media rights on other platforms in the rest of the world, such as broadcast and cable television.
“We are committed to continue expanding our world-class sports portfolio, in addition to our exclusive U.S. Spanish-language television rights to the FIFA World Cup and the Olympic Games. We look forward to leveraging the extensive expertise of NBCUniversal and Telemundo Deportes to bring the Mexico National team to a level never seen before in the U.S. Hispanic market,” said in a statement Marcos Santana, President, Telemundo International.
We are committed to continue expanding our world-class sports portfolio, in addition to our exclusive U.S. Spanish-language television rights to the FIFA World Cup and the Olympic Games.
Arturo Elias Ayub, Director of Strategic Partnerships and Content for América Móvil, that the announcement of the media rights bid brings transparency and certainty to a process that is of interest to the general public, as it involves the Mexico National Team.
Amazon has launched a review of its global media planning and buying account, Adweek has reported. The review has invited media agencies to pitch for the business. The estimated US$1 billion-plus media services account includes North American and other markets worldwide. Incumbent IPG Mediabrands Initiative handles global media AOR, while WPP’s MEC handles U.S. digital media-buying.
Gaming giant Ubisoft has appointed IPG’S UM to handle media planning and buying duties. Ubisoft spends about US$30 million a year on U.S. measured media. The UM office in San Francisco, where Ubisoft’s U.S. operations are based, will oversee the account. UM will also handle data and analytics for the Ubisoft brand. GroupM handles global media for Ubisoft and that relationship so far continues. Among Ubisoft’s gaming products are the Assassin’s Creed, Far Cry and Just Dance titles.The account win is the fourth for UM in 2017, already having won the media business for fashion brand Coach, streaming service Hulu and the B2B division of consultancy Accenture.
Luxury-goods giant Richemont has appointed WPP’s MediaCom to handle its US$400 million global media planning and buying business. Publicis Media agencies handled the account.Richemont brands include Montblanc, Piaget, Cartier and Alfred Dunhill.
Subway has kicked off a formal North America agency review that could include bringing creative and media together. The company hopes to have a new agency or agencies in place by early next year. “We are evaluating all options, including bringing creative and media together, to drive efficiency and effectiveness across channels in a changing landscape,” Subway said. The review includes current agency partners and other agencies and agency families. The review comes three months after Subway hired Accenture’s Karlin Linhardt to the new role of senior VP-marketing, North America. Subway noted that it has long-standing agency relationships, including 17 years with Mediacom, 14 years with MMB and 10 years with Carat.
NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets – as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!
Geloso Beverage Group
Leveraging the popularity of two popular Hispanic-inspired cocktail classics, Geloso Beverage Group’sClubtails brand has launched two new malt based ‘Cocktails in a Can’ under the Clubtails Especial brand. Clubtails was launched in 2012 with four original malt beverage flavors and has since expanded and today features 12 cocktail-flavor favorites.The product appeals to consumers who enjoy traditional cocktail flavors with higher alcohol content that offers a spirit-like finish with the convenience of a can. Clubtails Especial extends the Clubtails portfolio, offering products specifically targeting the Hispanic market with cocktail flavors native to their culture.Clubtails Especial Cuba Libre and Paloma will be available in retail stores where Clubtails are currently sold.
NBCUniversal Telemundo has created for client Mazda an eight-episode documentary series aimed at Hispanic viewers called Al Bate! (Batter Up!) that features former Major League Baseball Mexican player Ramiro Peña, who is now an infielder for the Hiroshima Carp in Japan.The Spanish-language series will appear on TelemundoDeportes.com starting July 25, accompanied with commercials introducing the new Mazda CX-5. The video’s web page will be co-branded by Telemundo and Mazda.The launch of the series is being preceded by other Mazda marketing materials. In addition to TelemundoDeportes.com, those Japanese materials appeared on Telemundo’s Novelas app and the network’s Facebook Page.NBCU is using premium content to tell Peña’s immigrant story to Hispanic consumers, who want that content wherever they go and view digital media on mobile devices. “This is a way of giving them a different story that is not going to be on television,” she said.Hispanic viewers are also very engaged with sports, and Telemundo research indicates that its viewers are more likely to talk about products they see advertised on the network.
UnitedHealth Group , one of America’s largest health insurance payer, has launched a media agency review. UnitedHealth Group recently issued an RFP calling upon agencies to handle media planning and buying for all of its brands (including UnitedHealthcare) in the United States, according to Adweek.The review remains in its early stages. Agencies from MDC Partners, Publicis Groupe and WPP’s GroupM are involved in the pitch. Omnicom, IPG Mediabrands and Dentsu Aegis cannot participate due to conflicts regarding other health care clients.Independent Minneapolis agency Periscope handled media duties on its most recent campaigns.UnitedHealth Group spending US$242 million on measured media in the U.S. in 2016 and US$44 million during the first quarter of this year, according to Kantar Media.
As a visible and active supporter of the soccer community, Allstate has renewed its title of Official Insurance Sponsor of CONCACAF, and has wasted no time making a splash with Hispanic fans. Allstate is reaching and connecting with passionate fans is through the new #MalaSuertePrometo campaign, the brainchild of Ad agency Lapiz, which is built on the idea that fans will make crazy promises if it means that their team will win. Built around the 2017 Gold Cup, #MalaSuertePrometo features the sophisticated and clever, yet often mischievous, Mala Suerte character that fans have come to know and love. Through Mala Suerte, Allstate has been challenging fans from its Facebook page to make these crazy promises using the hashtag #MalaSuertePrometo for a chance to win tickets to the CONCACAF Gold Cup final in San Francisco. The campaign includes on-site activations ahead of select Gold Cup matches where fans can fulfill their promises live on camera – everything from fans shaving their heads to wearing crazy outfits – with all footage being shared on Allstate’s Facebook page. For the final match, Allstate will use Facebook Live to broadcast the fulfillment of the winning promise, and it “promises” to be an epic ending to the tournament. (Allstate’s Daniel Keats, Director Sports and Sponsorships and Consumer Marketing Allstate Insurance will be one of the key speakers at Portada’s Sports Forum on Sept. 13.
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 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.
What: Telemundo launches its marketing campaign for the FIFA Confederations Cup. Why it matters: Because both the video and the message have been targeted to Hispanic fans in the United States, while keeping in mind soccer’s immense bicultural audience. In addition, Telemundo is also gearing up for the great world sporting event known as the 2018 FIFA World Cup Russia.
Telemundo Deportes has launched its first marketing campaign for the Confederations CupRussia2017 and the 2018 FIFA World Cup, produced in association with Anomaly.
“Sólo el comienzo”(This is Only the Beginning), debuted on NBC Universal and Telemundo Enterprises platforms, as both Telemundo and Universo gear up for their exclusive Spanish-language coverage of the 2017 FIFA Confederations Cup, June 17-July 2.
The first spot addresses the moments of anticipation experienced before a big game, while building on the message that the network’s coverage of the Confederations Cup is just the beginning; it is a message that also tells viewers that something big is coming and will be found only on Telemundo.
The goal of the campaign is to reach Latino soccer fans, while at the same time appealing to a broader audience, and maintaining the passion and culture that soccer universally gives its fans.
It also incorporates those moments of anticipation with the lyrics of rock band Metallica’s classic song, “Nothing else Matters”, interpreted by the Scala & Kolacny Brothers’ chorus. The lyrics, tone, and cadence add to the drama and tension as the2018 FIFA World Cup Russia approaches.
“The U.S. Hispanic audience is young and more assimilated to the country’s culture, but feels equally American and Latino. However, their passion for soccer remains pure, and represents a way to honor where they come from and where they are going,” said Bill Bergofin, Senior Vice-President of Brand and Content Development for Telemundo Deportes.
Our goal is to communicate that Telemundo is also evolving, and we are committed to offering the most exciting and authentic coverage of the Confederations Cup and World Cup that has ever been seen in the United States.
“We are incredibly proud of this work. It is further proof of Anomaly’s commitment to redefining Hispanic marketing. Our goal is to revolutionize the industry. This is a big step forward that we take with a partner who shares similar values,” said Giovanni Villamar, Managing Director at Anomaly.
The campaign consists of a 60-second TV spot, two 30-second spots, plus 15-second commercials.
The spots began broadcasting on Sunday, May 21, during Telemundo Deportes’ broadcast of Premier League “Championship Sunday”, and aired on the entire NBC Universal network family, including NBC, Telemundo, Universo, CNBC, E!, ESQTV, MSNBC, NBCSN, OSYGN, SYFY, and USA.
After this initial release, the spots will continue to appear on TV, digital and social channels over the next eight weeks, on NBC Universal and other off-channel platforms.
What: Telemundo, the official Spanish-language broadcaster of the 2018 FIFA World Cup in Russia, has selected Anomaly to lead the strategy and creative for the broadcast of the event. Why it matters: After being broadcasted on Univision for over 40 years, the FIFA World Cup found a new Spanish-language rights holder in Telemundo. The network’s sports division, Telemundo Deportes, is one of the leading providers of sports content in Spanish in the United States.
As of today, Anomaly’s New York office will lead the strategy and creative for the broadcast of the 2018 FIFA World Cup in Russia for Telemundo. Meanwhile, the network prepares to broadcast the FIFA Confederations Cup Russia 2017 this summer.
After signing a deal in 2011, Telemundo has become the official Spanish-language home of the 2018 FIFA World Cup in Russia. Leaving Univision out after 40 years.
Given Anomaly’s approach of weaving Latino cultural insights into everything it does, it only makes sense for Telemundo to choose it. The agency also won the 2017 Ad Age Agency of the Year award.
“This is continued evidence, of our mission to make Anomaly a company that can credibly and relevantly communicate with everyone in America. Equally, our progressive view of the Latino audience is aligned with Telemundo’s mission of representing an authentically Latino-American experience,” said Giovanni Villamar, Managing Director at Anomaly.
Founded just over 10 years ago, Anomaly has offices in Los Angeles, New York, Toronto, London, Amsterdam, and Shanghai.
Mariano Faget has been appointed regional sales manager Texas for BeInSports managing their digital and their sponsorships across all platforms. Faget worked for the past 20 years at Televisa Publishing and Digital.
Entravision Communications Corporation, a diversified media company serving Latino audiences and communities across acculturation levels, announced that it has promoted Jeffery Liberman to the additional position of President, effective immediately. As Entravision’s President & Chief Operating Officer, Liberman will continue to lead the management and operation of all of Entravision’s radio, television and digital media properties, and will continue to report directly to Walter F. Ulloa, Chairman & Chief Executive Officer of Entravision.Jeffery Liberman joined Entravision in 2000 following the company’s acquisition of Latin Communications Group.
Toyota is shifting some of its marketing executives in an effort to strengthen regional integration in North America:
Ed Laukes has been promoted to group VP for marketing at Toyota Motor Sales in North America. Laukes was previously in charge of media and motorsports for Toyota in the U.S. Hollis has been with Toyota for 25 years.
He will succeed Jack Hollis who has been elevated to group VP and general manager for Toyota in North America.
Effective April 1, Bob Carter, currently senior vice president, automotive operations, will become executive vice president, sales for TMNA, president, TMS, and executive general manager, TMC. Carter will have responsibility for sales, marketing, distribution and customer service for the Toyota and Lexus brands in North America. Carter will report to Lentz.
Billy Mann, group vice president and general manager, Toyota Division, is named senior vice president, automotive operations, for Toyota and Lexus brands, succeeding Carter. Fay will report to Carter.
All are based out of Plano, Texas, at Toyota’s North American manufacturing, sales and marketing, and corporate operations. The new designation of its operating entity is Toyota Motor North America (TMNA).Ten other executives in other areas of the company were also shifted.
Intercom Americas, the holding company for JeffreyGroup, Pinta, Webfluentials and PubTracker has announced the launch of Kaleio, an international branding and business consulting firm to be headed by Henry Hughes, an experienced industry veteran.During his career, Hughes has lived and worked in the U.S., Europe and Latin America successfully leading business initiatives for top companies including Burger King, Carnival Cruise Lines, Home Depot, Hunter Douglas, and Johnson & Johnson. Hughes, who in addition to being co-founder and partner will serve as CEO of Kaleio.Intercom Americas has operated JeffreyGroup, the specialized Latin America marketing and communications firm, since 1993. Other businesses in its portfolio include Pinta, the U.S. Hispanic marketing and advertising agency; Webfluentials, an online influencer targeting platform; and, PubTracker, a tracking and analytics service covering traditional and social media channels.Current clients of Intercom Americas firms include Airbnb, Airbus, Amazon, American Airlines, Bayer, Diageo, Facebook, Instagram, Marriott, McCormick, NFL, Nike, Samsung, Splenda, Sony T-Mobile, and Xerox.
Music Industry Veteran Billy Mann joins 2btube’s Board of Directors. Billy Mann is a renowned Grammy nominated record producer, hit songwriter and entrepreneur who has worked with many of the leading names in today’s global music industry, including P!nk, David Guetta, Pablo Alborán, Alex Aiono, Celine Dion, Tiziano Ferro, Helene Fischer, Take That, Sting, Ricky Martin, Jessica Simpson and Art Garfunkel. 2btube, the digital talent network, has over 60 employees in its offices in Madrid, Miami and Mexico city.Billy Mann will contribute to explore new segments in music. The appointment signals a more robust focus for 2btube on music and international expansion.
Marla Kaplowitz has been appointed President and CEO of the American Association of Advertising Agencies (4As). She joins the ad industry trade association from media agency MEC, where she was North America CEO. She will succeed Nancy Hill, who has held the position since 2008 and who had announced last year that she would be leaving. Kaplowitz joined MEC in 2011. Prior to that she spent 12 years at MediaVest, where she rose to executive VP, media director and oversaw North America communications planning for the P&G account. She also worked as a senior VP, media director at Ammirati Puris Lintas and as a VP, assistant media director at DMB&B.
Marla Provencio has leaft her position as executive VP and chief marketing officer at ABC. She was promoted to the post in 2011 and has been with the network since 1979.
Video advertising marketplace Teads has appointed former Mars Chocolate’s global media director Marc Zander to global vice president of client partnerships. Zabder will lead Teads’ efforts to work closely with advertisers and bolster its approach to servicing media and creative agencies.He joins Teads after a five-year spell at Mars.
Telemundo announced that Claudia Foghini has been promoted to Executive Vice President, Talent Management and Production Services at Telemundo Networks and Studios. She will continue to be based in Miami and report to Luis Silberwasser, President, Telemundo Network and Universo Channel.
In addition, Telemundo announced that Vanessa Pombo has been promoted to the newly created position of Vice President of Production Management and Business News, Telemundo Network. She will report to Luis Fernandez, Executive Vice President, News, Telemundo Network.
As the US-Hispanic demographic evolves and grows, multicultural strategists and media planners are faced with the challenge of connecting with a consumer that cannot be defined by a single language or set of behaviors. How educated are agencies when it comes to awareness of the appropriate media mix for reaching today’s Hispanic consumer? Are agencies hoping to reach them through the general market, or are they happy to continue making full use of the traditional options, Telemundo and Univision, especially now that programmatic makes it possible to conduct highly targeted campaigns across a variety of media? We talk to industry insiders to find out.
Hispanic Consumer Targeting: Spanish Language Not A Strategy Anymore
There is one definite conclusion among multicultural marketing strategists: Spanish is not enough to reach U.S.-Hispanics, as the acculturated Latino, who often speaks more English than Spanish in their everyday life, is the fastest-growing group within the Hispanic segment. The question on the tip of many tongues is how to connect with young, well-educated Hispanic millennials.
While the general market may reach some of this segment, those campaigns “might reach them but they are not likely to connect or touch an emotion, so it’s a missed opportunity,” says Asten Morgan, Latina Media Ventures’ Executive Director of Integrated Media.
In the face of this challenge, some agencies and buyers simply resort to the big players like Telemundo and Univision. Morgan added: “I think the agencies need to be better educated about both the choices they now have to diversify their media mix as well as overall targeting capabilities. When there is doubt or too many unfamiliar options they revert to the path of least resistance from the client so they go with what they’ve been doing for years as nobody will question change.”
I think the agencies need to be better educated about both the choices they now have to diversify their media mix as well as overall targeting capabilities. When there is doubt or too many unfamiliar options they revert to the path of least resistance from the client so they go with what they’ve been doing for years as nobody will question change.
Others are sensing a need for greater education on who Hispanics are and where they can be reached. Lucia Ballas-Traynor, the EVP of Sales at Hemisphere Media Group, explained: “We need to come together as an industry and provide clients and agencies with best practices and guidelines on Hispanic TV buying.”
Part of her concern stems from worries that if this education does not take place, agencies will simply hope for the best in reaching Hispanics through the general market, since their go-to’s for this type of targeting, Univision and Telemundo, “are not meeting their total market objectives and can satisfy them using general market networks.”
Ana Crandell, Group Account Director at global media agency OMD Multicultural, also attributed a “hesitance to expand beyond the Univision and Telemundo’s of the world” to education, saying that it “really comes down to a lack of knowledge of the offerings available in this space,” and that “many marketers continue to think of the U.S. Hispanic marketing landscape as being limited to just a handful of players, which we know has not been the case for many, many years now.”
The acculturated Hispanic has certainly turned many marketing strategies on their heads. Zach Rosenberg, President of MBMG Media Group, offered an example of the firm’s experience with client El Pollo Loco: “It was clear that they were over-messaging to their Hispanic consumer set while not having enough of a presence in the general market,” he explained. “Our strategic approach was to recalibrate their media mix to include less Spanish Language programming as a larger percentage of Hispanic consumers are acculturated now than even 10 years ago.”
There is a hesitancy to expand beyond the Univision’s and Telemundo’s of the world.
But this was not an uninformed decision. “It should be noted that our multicultural expertise is what led us to this rationale and success,” Rosenberg reminded us.
Another industry insider, who preferred not to be named, defended practices that put a heavy emphasis on the big players: “I think that buying these two partners delivers significant reach of Spanish Preferred Hispanics (and at times can reach goals established by some clients),” but that “to be more holistic and well rounded in the approach it is good to include the other Spanish-language stations that may not deliver as high ratings but definitely provide areas that do not duplicate with Univision and Telemundo.”
Spanish-Language TV’s Transformation
So why aren’t Telemundo and Univision meeting their market objectives? Latina’s Morgan pointed out that they aren’t focusing on digital: “They are focused on their core businesses of television, and their digital properties don’t deliver Hispanics at scale.”
Ballas-Traynor asserted that when it comes to Spanish-language TV, “buying has undergone a dramatic transformation over the past couple of years, and the results are concerning for our market since the message marketers are getting is that you don’t need multicultural expertise to buy Hispanic TV, and that you only really need a few networks included in your media mix, which is doing a disservice to the Hispanic segments they are trying to reach.”
Ballas-Traynor highlighted a few factors that she attributes to this transformation: a general shift to a ‘total market’ approach with a focus on “great buying efficiencies,” and a consequential “shift in buying responsibilities to general market investment/activation teams that have little to no understanding of Hispanic media, or of the audience profiles and content that differentiate these outlets.”
She also noted that agency fees for buying have been reduced across the board, resulting in a “greater emphasis on buying agencies that leverage their clout with fewer, bigger media partners.” She asserted that “budgets for accounts that are active in Hispanic are flat at best.”
While some may see it as an issue related to a lack of education in media buying, our anonymous industry contact believed budgets are a significant issue here: “I think sometimes the media buying community can be misinterpreted, because they do understand that there are others S-L stations that bring value to campaigns. However, the reality is that advertising budgets can be challenging these days and it’s important to secure a strong base media buy to drive sales.”
Spanish-language TV buying has undergone a dramatic transformation over the past couple of years, and the results are concerning for our market since the message marketers are getting is that you don’t need multicultural expertise to buy Hispanic TV, and that you only really need a few networks included in your media mix, which is doing a disservice to the Hispanic segments they are trying to reach.
Nonetheless, education appears to have a significant role in fixing this conundrum. Multicultural strategists like Ballas have encountered “a lack of resources and multicultural expertise” that is made worse by the fact that there is such a wide variety of media options that buyers end up doing “fewer and bigger deals with less players.”
And once clients and buyers have decided who that small group of players will be, they often resist change, funding “the same programs year over year with the same players, rather than adapting their plans to incorporate other important networks, regardless of performance.”
For this reason, many believe it is important that entities like Morgan’s Latina Media Ventures, which has “always focused on the acculturated Latina,” exist. Their DSP platform claims to do a better job targeting Hispanics in English or Spanish using first party data from their two owned and operated sites to build better Hispanic audience profiles. Then, third party data is brought in “to ensure we aren’t solely relying on sources that aren’t dedicated solely to the Hispanic demo.”
Hispanic Consumer Targeting: Disconnect Between Multicultural Strategy, Planning
Ballas-Traynor was clear about her firm belief that the industry must update its approach to Hispanic targeting, asserting that top 50 Hispanic advertisers probably only do Upfronts with a few different media a year.
“They buy ‘bundles’ which include online, cable and other assets. Perhaps a dozen go deeper than Univision and Telemundo as part of their media mix (mostly partners that they have worked with over the years). And a handful, at most, are adding any ‘new’ networks,” Ballas- Traynor explained. “As you can imagine, this is very frustrating because we know that the buys for those same accounts go ‘deeper’ and broader in terms of media selection in the general market.”
Another large problem is a growing disconnect between multicultural strategists that do understand the Hispanic market, and the general market activation teams who handle Hispanic network investment, that do not. Ballas-Traynor expressed disappointment that many of the activation teams have “little understanding of the differences among the various Hispanic origin groups, the content that resonates most, who the broadcast versus the cable outlets and sometimes who the measured players are.”
Programmatic buying is an important component to most client’s plans, however, we also continue to offer them (in addition to programmatic) scalable ways to engage Hispanic audiences online and off-line.
It is not uncommon for clients to have a very clear understanding of the consumption patterns and demographics of a key segment, how it differs from others within the Hispanic category, and what markets drive their purchases. But activation teams may not be as informed as the client or the multicultural strategist, and that can be a great detriment to the effectiveness of the campaign.
iHeartMedia is one of the alternatives whose assets might not all be digital, but it claims to reach 91% of the U.S. Hispanic population on a monthly basis through more than 100 stations that have significant Hispanic composition such as LA’s KIIS and KTU in New York City, who have a 50 percent and 40 percent Hispanic composition, respectfully.
Plus, the buyers can’t be the only problem. According to Morgan, they are just “the tip of the iceberg,” because “agency personnel are sitting on the sidelines using their own services,” claiming that they can only use internal platforms, “which are easier, safer and often less effective.” It may just take these agencies losing a client for change to occur: “until a change agent comes along or they lose the account, they move at glacial speeds.”
Programmatic, Scalable Options Help Engage Hispanic Audiences Off and Online
iHeartMedia’s President of Programmatic and Data Operations, Brian Kaminsky, highlighted how iHeart Media
takes advantage of its wide array of on and offline assets to help brands engage Hispanics: “We have seen almost universal interest in our platform from the agency community who are interested in efficiency and new ways to evaluate a traditional media, and from clients who’ve made an investment in their customer data platforms,” Kaminsky asserted. “Being able to incorporate broadcast radio, given its massive Hispanic reach, into audience focused plans is appealing because of the high ROI it offers relative to digital.”
Regarding programmatic’s influence, Kaminsky said: “Programmatic buying is an important component to most client’s plans, however, we also continue to offer them (in addition to programmatic) scalable ways to engage Hispanic audiences online and off-line.” He elaborated, explaining that they created a programmatic solution for broadcast radio “to meet the shift to audience based buying and planning spurred by digital media.”
His team collects audience insights through merging data from their digital platform, social networks and third-party data sources, which allows them to “offer marketers the same type of audience targets that they are buying from connected mediums like digital, including an audience that is made up of people with an affinity for Hispanic culture.”
And the insights become actionable through their proprietary platform, which uses a planning algorithm and cloud-based networking of their radio inventory to optimize plans. “This allows us to identify very specific and highly desirable audiences at the scale that only radio can provide,” he concluded.
Crandell, of OMD Multicultural, agreed that programmatic has had a significant affect on Hispanic targeting: “I find that most successful strategists that work within the US Hispanic space very much see the value of this vehicle and, most importantly, have been able to identify its role within the broader marketing mix.”
Crandell also noted that in her experience, it has been important to remember that programmatic should be incorporated into the strategic level, not just buying and execution: “If the use of programmatic is only executed (and decided upon) at the buying stage, marketers stand to miss out on perhaps the most valuable aspect of this vehicle – that being its ability to deliver extremely beneficial learnings on the target, as they are based on actual user behavior,” Crandell explained.
Hispanic Audience Targeting: Data Changes Everything, But Is It Accurate?
Some industry insiders are actually worried that programmatic, with all of its data, may be misleading agencies. “It’s tough now, because programmatic has made it easy for general market media properties or agency trading desks to stake a piece of the Hispanic pie courtesy of an algorithm,” Morgan lamented. “Now they can scientifically state how their algorithm reaches Latinos.” But is just reaching Latinos enough?
“We don’t doubt the capabilities, but there is reason to doubt the accuracy of hitting the target, as their targeting foundation is built on third party data sources that aren’t the most accurate,” Morgan noted.
One thing is certain: marketers are at a crossroads, and the first step in the path to truly reaching Latinos is accepting the complexity of their behavior and preferences, something that the industry has yet to accomplish.
Yesterday’s announcement of the FCC, by which the U.S. regulator allows foreign ownership of Univision to exceed the mandatory 25% ceiling up to 49% is major news. As a result of the ruling, Televisa will increase its stake to 40%. 6 ways this may impact the largest media company targeting Hispanic audiences in the U.S and the multicultural marketing space.
1. A “White Knight” Rescue for Univision
The FCC ruling is a big relief for Univision. “Without this ruling, Univision would remain cash strapped, hindering its ability to pull itself out of the current ratings slump,” Court Stroud a long time Hispanic TV executive tells Portada. “The company would continue to decline, either divesting divisions or holding a fire sale. The FCC decision is a white knight rescue for Univision,” Stroud adds.
2. Televisa gets Effective Control of Univision
By swapping debt into stock, the Mexican media giant Televisa now is by far the largest shareholder in Univision. In addition to the sizable economic and political interest the Mexican broadcaster has in Univision, it also gets significant royalties from Univision’s Spanish-language media sales. Televisa supplies about 35% of Univision’s television programming and more than half of its content across other platforms. In fact in a MOU (Memorandum of Understanding) with Univision of July 2015, Televisa negotiated higher royalties for 2018 and beyond. “Effective January 1, 2015 and through December 2017, the royalty rate on substantially all of Univision’s Spanish-language media networks revenue is 11.84 percent. Starting January 1, 2018, the royalty rate will increase to 16.13 percent.’ Televisa has a tremendous vested interest in Univision’s growth (even more if we take into account that Univision’s revenues are in dollars while the Mexican peso – Televisa is a Mexico City headquartered company – has seen a substantial devaluation since Trump became president-elect in the U.S).
3. More Resources to Invest in Programming that Specifically Targets U.S. Audiences
Univision’s longtime rival Telemundo has seen gains in its prime-time lineup. This is attributed to the fact that Telemundo specifically invests in content targeting U.S. Hispanics. Televisa Spanish-language programming is mostly targeting the Mexican consumer and re-aired in the U.S. Televisa now has an increased incentive, because of its higher stake in Univision, to produce content for Univision that specifically targets the U.S. Hispanic consumer, including bilingual and English-dominant audiences. More and better content in the U.S. Hispanic TV and video markets should provide better options for the Hispanic consumer and beyond.
4… and for Marketing the new U.S. Sports Broadcast Rights of Mexican Soccer Clubs
While Univision lost to Telemundo the 2018 and 2022 World Cup broadcast rights (or it just didn’t want to pay as much), it still has a very sizable amount of broadcast rights including UEFA match rights as well as MLS and Mexican National Team performances in the U.S. In fact, it is well-known in the market that Univisioin recently bought U.S. broadcast rights of several Mexican Soccer Teams from Azteca America (including those of Atlas, Santos Laguna, Monarcas de Morelia and Club Tijuana, Azteca will keep the rights for these clubs in the Mexican market).
In addition to a somewhat lackluster rating performance, what mostly has plagued Univision over the last few years is its very high debt load (US$ 9.3 billion at the end of 2015). This is the result of the 12.3 billion LBO (Leverage Buyout) of 2006, done at the top of the market, which was led by financier Haim Saban and other private investor groups. Struggling to make payments the company cut back on programming and late last year announced staff cuts of approximately 250 employees. Now with the increased Televisa stake and less debt, Univision’s financial freedom has increased.
6…. and less Pressure for an IPO, which Becomes less Likely
With the increased Televisa stake and investment Univision has less of a need to look for financing at events like an IPO. At current stock price levels of major U.S. broadcasters (depressed due to cord cutting and other factors), Univision’s IPO price would be way below the US $ 12.3 billion valuation of the 2006 LBO. In fact, under this new scenario it is very unlikely that an IPO will happen anytime soon. However, in today’s press release Univision still talks about an IPO: “The FCC’s decision will enable Univision to accommodate increased foreign investment that may result from share purchases by the public in an IPO while enabling Televisa (an existing investor in, and business partner of, Univision) to increase its current equity stake in the company.”
We spoke with major brand and media executives about their sports marketing plans and expectations for 2017.
The 4 questions we asked: 1. What sports will you invest in/work with during 2017? 2. Which platforms will you use/spend on for your sports marketing campaigns? 3. What sports marketing trends should we keep an eye on during 2017? 4. In terms of marketing in general, what would you like see more of next year?
Gustavo Guerra, Brand Director for Tecate
We will continue to support our target consumer’s biggest passion points: Boxing and Soccer. The soccer games and the PPV Boxing fights are the highest rating TV shows for the target and represent the highest beer consumption occasion for Mexican bi-culturals.
Our target over indexes heavily in digital, so we will continue to focus our efforts in social media and mobile as our key media channels to reach and interact with our consumers. We will also continue to raise the bar in event marketing. We will continue with our traditional focus at retail by securing a flawless execution to ensure we offer the most attractive programs to consumers – bringing them closer to the action in both sports.
Trends from a Tecate POV will definitely be behind boxing, as we will make our biggest splash ever with some exciting new initiatives in the pipeline to support the mega fights in 2017.
Big and bold ideas around sports that can effectively travel to the digital space– different from TV. We need to remember that sports are one of the highest priorities when it comes to entertainment and that social media is the biggest and only channel to enable conversations and interactions with consumer’s pre, during and post events.
Antonio Briceno, beIN SPORTS Deputy Managing Director
Looking ahead to 2017, we are very excited about working with the Women’s Tennis Association (WTA), the global leader in women’s professional tennis. Starting in January, the 2017 WTA season kicks off, and beIN SPORTS will air all matches airing outside the U.S., as well as broadcast the internationally renowned Rogers Cup in Toronto, Canada. In 2017, another cornerstone of beIN SPORTS will continue to be live soccer coverage, which includes live matches from LaLiga, Serie A, Ligue 1, NASL, and CONMEBOL/ CONCACAF/CAF World Cup Qualifiers, as well as news and in-depth analysis of all the top leagues from around the world. In 2017 our coverage of MotoGP, MotoAmerica, WorldSBK and Rallycross will continue to grow and evolve. Similarly, in 2016 we introduced U.S. college sports to the network and will further enhance in 2017 through our partnership with Conference USA. Additional sports you will also continue to see on our channels include boxing and MMA.
In 2017, beIN SPORTS is working with a mix of traditional and modern media, including social, OOH and mobile. As we continue to build the brand and cultivate our audience, we may even consider activating via OTT platforms.
Social media continues to evolve, as does the interactive nature of sports programming viewership, so it’s crucial sports marketers keep ahead of the trends and use this form of media to their advantage. Mobile will continue to be a major component of marketing campaigns in 2017. To successfully engage with fans and viewers, mobile is critical as sports fans remain connected to their devices 24/7 to stay up-to-date on their favorite teams and players.
We’re really looking for innovation, a better use of content and integration that will make the entire landscape more entertaining and more engaging. We’d like to see dollars really start to shift from traditional ads and focus more on impactful, creative placements and activations.
Drew Gehringer, COO at Eat The Bear
(ETB is a sports nutrition-based lifestyle business, providing clean and lean supplements to support achievement.)
Eat the Bear recently signed a multi-year endorsement deal with Luke Kuechly from the NFL Carolina Panthers. While Luke Kuechly will be our main focus in 2017, we are also looking to add a female counterpart as 60% of our demographics is a female consumer.
We will continue to invest in social media (Facebook/Instagram/Youtube/Snapchat) as well as in-store marketing.
We see user generated content and unique video content continuing to surge. We’re confident that 2017 will take this even further – using digital channels and platforms as well to give consumers additional unique experiences.
In terms of marketing trends, I’d like to see brands increase their focus on customer loyalty programs. While almost every brand has a program dedicated to consumer loyalty, many of them are very two-dimensional. Whether through markdowns through subscription based buying programs or branded experiences that bring the brand to life, we as marketers need to figure out ways to give more back to our consumers – particularly ones that have shown their dedication to the brand.
Freddy Rolon, VP and general manager of ESPN Deportes, and Michelle Bella, VP of consumer and ad sales marketing for ESPN Deportes.
Our focus next year will continue to be the power of live events to continue developing the U.S. Hispanic audiences. We have an unmatched line-up of diverse programming next year that will allow us to do this such as the return of the World Baseball Classic taking place in March. In its fourth edition, the WBC has become one of the most popular international sports events featuring some of the best baseball players from the MLB and around the world. Other key programming next year across our platforms includes UEFA Champions League, Mexican League soccer, international friendlies, MLB, NBA, NFL, College Football.
In 2016 we made significant enhancements to our platforms, from our television production, to ESPN.com, ESPNDeportes.com and ESPN App…All with the goal of better presenting our content to the Hispanic fan in the most relevant way possible and in the language they want to consume it. Next year, we will continue with this approach emphasizing our video efforts across platforms with the goal of enhancing quality and consistency in our user-experience.
Brands and agencies are increasingly interested in activating campaigns with social influencers. What’s great is that they’re all engaging with a super engaged fan base for each Live event we carry on TV or Radio or both.
ESPN launched Live Connect this year – a data rich solution for partners looking to gain deeper insights of how their target audiences behave within our content and sites. For Live Connect, we work together with clients to build campaigns or programs with the KPIs that matter most to each brand. We will soon be able to roll this out for advertisers wanting to reach Hispanic and African American audiences on ESPN platforms.
Ray Warren, EVP Chief Revenue Officer at NBC Sports Regional Networks
We are very excited about next year as our FIFA partnership will enter a critical phase with the Confederations Cup, a very important lead up to the biggest global sports event, The FIFA World Cup, which will take place in 2018 in the same country. Telemundo Deportes aired Rio 2016, its fourth summer Olympic games, but the FIFA World Cup 2018 will be the first-time we can showcase this premiere global event and will position us as the premiere destination with global properties in Spanish language in the U.S. The Confederation Cup and 2017 will be key in positioning us as “World Cup Ready, World Cup Great.” Also in 2017, we will take Premiere League to the next level by leveraging the unprecedented investment in players and coaches that English soccer is seeing.
In 2018, and closely tied to the NBC Sports Group we will partnering with some of NBCUniversal’s people, some of their new technology and all of their experience as the worlds best at bringing big, global events to television and digital audiences.
We are a technology company. The X1 service from Xfinity drew approximately 20% more Olympic viewers than other video providers and we are excited to see what other new creations might be available in 2017 and 2018.
Laura Molen, EVP, Cable Advertising Sales at NBCUniversal
We are investing in programming and live events like the World Cup so we can continue this momentum and growth. With the power of NBCU behind out brands, Telemundo Enterpises is primed for the future.
We’re seeing an emphasis across our company in investment in content, data and distribution and this is going to be key as we continue to emphasize our leadership position.
As I mentioned we are committed to our content, data and distribution opportunities for clients and we need our sales teams to be teammates with the agencies and marketers, to help them navigate all we have to give them.
We have some of the best teams in the business who are finding the most unique, authentic ways to partner our advertisers with our content. I’d love to see more companies engage with us from the beginning of a partnership and work with our teams to come up with more innovative campaigns.
Paola Garzón, Marketing Manager at Fox Deportes
Football, Super Bowl specifically and the UEFA Champions league final (soccer).
TV, radio, digital and social media.
Interactive trends that allow the consumer to feel part of the sport experience and in connection with their sports super stars.
Improved measurement for digital marketing campaigns.
NBC 6 / WTVJ and Telemundo 51 Miami / WSCV announced that Debra Juarez has been named Vice President, Digital. Her first day will be January 3, 2017. In this newly created role, she will be responsible for overseeing digital content for NBCUniversal’s South Florida duopoly stations, WTVJ and WSCV. She will report to Larry Olevitch, President and General Manager for NBC 6 and Jorge Carballo, President and General Manager for Telemundo 51.Juarez is a seasoned newsroom veteran and has more than 25 years of experience running local newsrooms. She joins NBC 6 and Telemundo 51 after working as news director for NBC 5 Chicago / WMAQ for five years. She will be relocating to the Miami-Fort Lauderdale market.
Blue Calypso, Inc., an innovator of mobile consumer activation, engagement and social advocacy solutions for product brands and brick-and-mortar retailers, announced that Harold ‘Hal’ Brierley, chairman of the board of directors has stepped down from his role as chairman of the board. Andrew Levi, founder and CEO will be appointed to chairman of the board.With this board change, Blue Calypso’s board is now comprised of four members, three of whom are independent directors.
Telemundo announced the appointment of Ingrid Sanchez Graham to Senior Vice President of Creative Operations. In this new role, she will drive the operational development, management and execution of creative shared services and manage departmental budgets. Sanchez will be based in Miami and report to Aileen Angulo-Merciel, Senior Vice President of Marketing and Creative.Ingrid joins Telemundo from Discovery Networks Latin America/USH.
Agency WING has appointed Victor Paredes Director of Strategy, according to HispanicAd. His most recent role was Managing Director at Spike DDB, where he led the Strategic Planning and Client Management functions. Before that, he spent five years at Omnicom’s LatinWorks.
iCrossing‘s West region leader Mike Parker has been promoted to U.S. president.he will oversee seven offices across the country.Parker joined the Hearst-owned agency in 2015. He will report to CEONick Brien, former McCann Worldgroup chief executive. Mark Mulhern, president of iCrossing’s East region, will remain in his role.
Young & Rubicam has appointed David Patton to global president, with responsibility for all operations outside the U.S. Mr. Patton will be suceeded in his European role by Alain Groenendaal, president and CEO of Grey Latin America since 2012.
David Sable, Y&R’s global CEO, will continue to oversee the U.S.
India’s Zee Entertainment Enterprises has appointed former executives from BBC Worldwide, NBCUniversal and HBO Latin America to lead its fledgling Miami-based operation.The executive team will oversee Zee’s programming and marketing strategies for the US Hispanic market and Latin America. The hires come after Zee launched its own Spanish-language Bollywood movie channel, Zee Mundo, in the US earlier this year.
Javier López Casella, a former VP of distribution and development at the commercial arm of UK pubcaster the BBC, has been appointed general manager.
Alfredo Bellido, has been named chief operating officer, having previously worked for firms such as Yahoo!, Viacom and NBCUniversal.
Spanish and Latin American television veteran David Caban has joined as director of programming, having recently worked at AMC Networks Latin America and before that at HBO.
Former BBC Worldwide Channels and MGM Networks Latin America exec Rolando Figueroa has been appointed director of marketing and digital media.
A summary of the most exciting recent news in sports marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
MMAsensation Kyra “Mogwai” Batarawill represent the organization for the first time in Combate Americas‘ history during the RIZIN FF fight in Tokyo, Japan, on September 25.
Nike and Apple announced their partnership’s newest product, the Apple Watch Nike+, which pairs the exclusive Nike Sport Bands with the Apple Watch Series 2, which features GPS, a display twice as bright as that of previous models, water resistance for depths of up to 50 meters, a powerful dual-core processor and watchOS 3.
Univision Deportes announced its schedule for the upcoming 2018 FIFA World Cup Qualification. The line-up includes games played by the U.S., Mexican and Canadian national teams, as well as the debut of the UEFA National Team qualifying matches on UCI’s networks.
These are the #Portada16 Award Finalists in the Sports Marketing Campaign Category: -Western Union Digital: the “Be Futbol” Campaign -Bones Love Milk -Copa Coca-Cola Winners will be announced at the Sports Marketing Forum, part of #Portada16 on Sept. 14 in New York City’s Yotel.
With this week’s start of the NFL season, the league’s four major TV network partners have cumulatively sold close to $2.5 billion worth of commercial time, Broadcasting & Cable reports. This means each one of the networks has sold more inventory than it did last season, and at higher prices.
NBCUniversal Telemundo Enterprises announced Ray Warren as Telemundo Deportes’ new president. In this new role, the veteran sports executive will oversee NBCUniversal Telemundo Enterprises’ growing sports business and lead its strategy across all its platforms and networks. He will be responsible for developing both existing franchises and future acquisitions with a keen focus on the FIFA World Cup properties.
Warren will be based in Miami and will report to Cesar Conde, the chairman of NBCUniversal International and NBCUniversal Telemundo Enterprises, effective September 19.
Bolivian soccer clubs Oriente Petrolero and Blooming are trying to earn some additional funds by selling their own rice brands through Silos Montego SRL, which will handlethe product’s fabrication and distribution.
Argentine soccer club Boca Juniorsis looking for companies willing to pay an unspecified sum to put their name on its Alberto J. Armando Stadium and become its main sponsor starting in 2017. Experts expect the stadium to be named after a multinational.
Liga Mexicana has positioned itself in the top ten of leagues who spent the most on signings during this season. England’s Premier League set records, coming in first through spending €1.4 billion, while Italy’s A Series spent €700 million. In ninth place, we find Liga MX’s €49.5 million.
The fourth of July weekend just passed and the first half of 2016 is history. Many new developments have rocked the (Multicultural) marketing and media industry. Five major news items and what they mean, plus six developments and what to look for going forward. Let’s take stock of some key news and developments that happened during the first half of the year.
5 Major News and What they Mean….
1. Univision Buys Fusion Stake, but will it ever go public?
One step that Univision took during the first semester is to purchase Disney’s stake in Fusion. But everyone knows it; Univision’s owners need to IPO the company to make their investment profitable. The bad news is that the valuation of broadcast stocks and media stocks has drifted downwards, making an IPO a money losing proposition. Two additional factors don’t bode well for Univision. First, the Spanish-language ad market, while certainly huge is stagnating vs, the Millennial english/bilingual market. Second the cord cutting phenomenon is siphoning dollars out of traditional broadcast into online video. Univision has significant online video properties, but as the saying goes: offline dollars don’t convert into online dollars; only online dimes.
2. Copa America Centenario Revenue Driver
There is one major bright spot in Univision’s first half 2016 performance: Copa America Centenario, the major soccer tournament that finished a week ago. Univision had the Spanish-language broadcast and streaming rights (English were held by Fox Deportes). The soccer advertising business is huge and industry observers tell Portada that Univision’s revenues have been substantial. It remains to be seen how Univision is going to substitute the 2016 Copa America Cententario’s revenues in 2017 and beyond, particularly if it is taken into account that Telemundo has the Fifa World Cup 2018 and 2022 Spanish-language broadcast rights.
Very important news on the Media/Tech M&A side was the acquisition of LinkedIn by Microsoft in an all-cash transaction valued at US$26.2 billion. LinkedIn will retain its distinct brand, culture and independence. Microsoft thus gained a very strong social offering for B2B. LinkedIn will give Microsoft a bigger reach in terms of social networking services and professional content and a potential sales channel to sell more of its products.
6 Key Developments and what to look for Going Forward
1. Data Science: Still an Enormous Need to Understand the Implications of Big Data
The impact of Big Data technologies on Marketing is enormous and only starting. (Check out how Group M’s Mebrulin Francisco describes the 3 V’s of Big Data: Volume, Variety and Velocity). Marketing and Media executives, perhaps particularly in the Multicultural Sector, often lack the understanding of what Big Data really means. As Francisco stressed at our recent PortadaLat conference in Miami, “You have an accent so you know what you are doing,” does not work anymore in Hispanic marketing. “It is our responsibility to raise the bar,” she added. “We are playing in the big kids sandbox,” said Ana Crandell, Group Account Director at OMD Multicultural who noted that the use of Data Science is crucial for succesful Multicultural Marketing.
2. The Evolving Role of Media Agencies
With the substantial growth of audience buying technologies, media buying agencies are increasingly challenged when it comes to provide value to clients. That is why they are busy reinventing their business models. This also includes M&A activity, particularly for large agencies. WPP is the agency holding that is the most acquisitive. It just announced that it has agreed to make a strategic investment in Woven Digital, Inc. (“Woven”), a digital media company that targets the millennial male market, in the U.S. by producing and distributing pop culture content to nearly 50 million monthly users. The investment, according to WPP, continues WPP’s strategy of focusing on three key areas that differentiate the Group’s offering to clients: content, technology and data. Yet, it is not clear how these major media agencies will evolve. Will they become more media companies like as the Woven acquisition seems to imply?
3. Online Video: What future for MPN’s/MCNs? Agencies?
Online Video is growing in leaps and bounds. Yet, Facebook and Youtube get approximately 80% of all online video dollars. While online video is here to stay and will continue to grow at a high rate, it is not clear if the Multi Platform Networks (how the former MCN’s or Multichannel Networks like to be called now) are financially viable. For instance look at multicultural player Mitu which has gotten funding in the amount of more than US$ 45 million. To make such an investment profitable annual profits of at least US$ 4 or 5 million are necessary and an annual revenue base close to US$ 40 million. These figures are very difficult to achieve if it is taken into account that MPNs rely on Facebook and Youtube as their primary distribution vehicles and both digital juggernauts get the larger cut in revenue share deals.
Get ready for the 2016/2017 Online Video Marketing Guide with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at email@example.com.
4. Data is the Currency! Use Facebook to Distribute but get Feedback on your own Properties.
No one puts Facebook’s distribution clout in doubt: Media properties and brands should use them to distribute and amplify. But it is important that they direct consumer interactions mostly to owned and operated sites, not Facebook. Brands and publishers need to get key insights and data that is not shared with third parties (.e.g. Facebook). A Facebook or Google “walled garden” does not bode well for the market’s long-term efficiency. Content discovery technology providers like Taboola or Outbrain and others can create audiences for publishers and brands outside of Facebook. Similarly, major companies are increasingly moving sensible data operations in-house,Procter & Gamble’s Virtual Private Marketing Network Hawkeye is an example of how major corporations are keeping data to themselves and diminishing their reliance on third-party data providers. (As Affiperf’s Victor Lopez recently noted at our #PortadaLat conference “Third Party Data can be pretty awful in the Latin space.”).
5. The Competition to Become the Leading DMP
Data Management Platforms (DMPs) are becoming a key competitive factor in the digital ecosystem and major tech companies, not just ad-tech companies, have been investing in the opportunity. Watch out for these companies including Oracle,Salesforce, Adobe, SAP as well as IBM’s Watson to aggressively continue their expansion in the marketing technology space.
6. Ad-Blocking and the relentless growth of Native Advertising
This year, nearly 70 million Americans will use an ad blocker, a new report from eMarketer estimates. That’s an increase of 34.4 percent over last year. By next year, the number is expected to increase to more than 86 million people. The flip side of that is that traditional online advertising (display ads) is negatively impacted, while native (different forms of content marketing and non-disruptive media placements) is exploding.
Last week the TV upfront and digital NewFront season concluded in New York City. A lot of buzz, schmoozing and wining and dining. But there were some salient news and trends that will shape broadcast and advertising over the next 12 months. Here are 8 important facts, lets’ take a look.
1. Stability is the New Black
Last year, television’s take at the upfront declined 3% to $17.8 billion, according to data from research firm Media Dynamics. Network sales executives present at the upfronts said that some of the marketing dollars that shifted to digital video advertising are coming back to TV, and that’s good news after two straight years of revenue declines in the upfront market. Rino Scanzoni, chief investment officer of GroupM, the world’s largest buyer of TV advertising time, expects upfront spending to be up 4% to 5% from last year, which would put the revenue over $18 billion again. He believes much of that increase will come from advertisers that spend their money on upfront ad time instead of holding back to get a better deal on pricing once the TV season begins. Despite news such as Interpublic’s Magna Global/YouTube US$250 million deal for Magna’s clients to run on YouTube, the TV ad market is very resilient. TV scatter sales were very strong during the fourth quarter of 2015 and observers claim that this trend positively impacted the 2016 upfronts. Some media buyers think that broad media reach, like the offered by the big broadcast networks, continues to be very important. “It’s tougher and tougher in a fragmented world to get a rating, but when you do, you get rewarded significantly,” NBC Universal’s CEO and President Stephen Burke told Variety.
2. Consolidation out of Financial Reasons…
Many broadcast conglomerates consolidated their upfront events partly out of financial reasons, but also, particularly for those targeting Hispanic also as a reflection of the Total Market approach (see below). So the 20th Century Fox TV private reception was folded into the Fox party as the two units are now under one leadership.
3…and the Total Market approach
For networks that target Hispanic and multicultural audiences in a big way, the consolidation of upfront functions is also a reflection of the Total Market Approach. ESPN and ESPN Deportes merged its usually separate upfront week presentations into one as the two networks’ teams have been integrated. The NBC’s upfront on was not only about the broadcast network.
NBC Univeral also included all its TV platforms in one presentation, including Spanish-language networks (Telemundo and NBC Universo) and cable networks (from Bravo to Syfy).
4. Live Broadcast/Video vs. Old Streaming and Social Media?
Sports live programming giant ESPN is promoting its product against the fierce competition of OTT providers by doing just that: touting its live broadcasting and streaming rights. A new series of ads from ESPN aims to prod viewers to choose watching ESPN live rather than streaming a movie, scanning a social-media site for friends’ birthdays or sharing pictures of food. The idea is to seed in viewers’ minds the notion that ESPN content is fresh, live and perishable, while new-media activities on smartphones and tablets can always be done later.
5. The Power of Soccer
Because of the Hispanic audience’s love for soccer, this sport is a huge draw for many networks. So Azteca
America continues to portray itself as ‘La Casa del Futbol Mexicano,’ with the airing of home matches of the most dynamic teams of the First Division League. Our viewers are passionate about their favorite Mexican teams and they know they can count on Azteca to provide them with the best play-by-play transmissions by some of the most renowned names in the business including Christian Martinoli and Luis Garcia, along with some of the top sports analysts in Mexican soccer,” Manuel Abud, president and CEO of Azteca America, told Portada. Cable sports network beIn carries many broadcast rights for major leagues, including Spain’s La Liga, the British Premier League and many more. This year it also added number of other sports, including American football. At its upfront presentation the network announced a new deal with Conference USA to air college football and basketball beginning in the fall. BeIn will also add a handful of other non-soccer sports over the course of the next year, including the Women’s Tennis Association, mixed martial arts (MMA) and MotoAmerica, a motorcycle racing series looking to give the sport a boost in North America. Telemundo will launch a mobile, sports-focused site with Vox’s SB Nation to “fulfill the wants and needs of millennial Hispanic lovers of soccer, mixed martial arts, boxing and more.” To start off the site, editorial content will focus on the FIFA World Cup Qualifiers, Liga MX, NFL and UFC Fight Night. The site will introduce a mix of existing content from SB Nation and Telemundo, as well as new original content.
The big question remains. Will Telemundo and Univision and ther broadcast giants be able to grow enough digitally to substitute declining off-line dollars.
6. Univision’s Vertical and Programmatic Buying Bet
Univision brought to life four content verticals: Sports, Comedy, Music and Drama. Univision (UCI) also enables advertisers to leverage premium inventory, including new fall programming, at scale and in each content vertical, as part of an expanded programmatic buying effort across both digital and linear platforms. Univision also announced seven new comedies and eight new drama series for next season. “By organizing around key content verticals, UCI is now offering marketers a new way to do business that will allow them to target UCI’s audiences more systematically and leverage the estimated 81 million average monthly unduplicated media consumers UCI reaches across its media portfolio — a reach that has grown by more than 40% since first quarter 2015 as a result of acquisitions, partnerships and strategic investments,” the company said. “Univision is evolving to be a media company of the future, with more catered programming and advanced offerings that better position us to reach a rapidly evolving consumer marketplace,” said Univision President and CEO Randy Falco.
7. Telemundo’s Millennial Approach With Sexy Digital Partners
The NBCUniversal Telemundo network is jumping on a new strategy to target a younger audience. It is partnering with popular digital publications that already have a strong millennial following, like Mashable, Vox, Tastemade and Buzzfeed. During a May 12 pre-upfront press conference in Manhattan, Telemundo said they want to attract what it calls Generation M: mobile, multicultural millennials. That means young, bilingual Hispanic Americans. Telemundo and Tastemade will develop “food-centric videos” for Snapchat Stories and other social platforms. Mashable and Telemundo will expand the network’s El Pulso news and information vertical to include a weekly “Facebook Live” show. The series will focus on the “latest technology social chatter among Latinos and highlight the most viral, unforgettable trends, plus unearth hidden digital treasures from Latin America and the U.S. Latino community.” Additionally, the network is working with Buzzfeed to create a short-form series called “Much Ado About Nada,” which will blend Telemundo’s telenovela production capabilities with Buzzfeed’s publishing and distribution experience. The series will offer weekly episodes in English across multiple Buzzfeedand Telemundo platforms.
Of course, the big question remains. Will Telemundo and Univision as well as other broadcast giants be able to grow digitally as much as to substitute the declining off-line dollars?
8. NCM Goes for Broadcast Dollars
Cinema advertising company National Cine Media, which operates NCM Media Networks which displays ads to U.S. consumers in movie theaters, online and through mobile technology attempts to put some traditionally broadcast dollars to work at its network.A their upfront presentation, NCM unveiled a new branding effort — it’s calling itself “America’s Movie Network.” It will enable advertisers to reach demos to be offered in packages such as the NCM Hispanic network, the NCM African-American network, and the NCM High Income network.
Our monthly unique user rankings of the top properties visited by U.S. Hispanics and the overall U.S. population provide interesting insights (besides the almost obvious fact that Google continues to lead, ha!) . 6 Things you need to know about how top destinations fared in October 2015.
1. Despite all the Talk, Yahoo is a Major Force
Yahoo’s board is currently assessing its future (options include to sell its core Internet business ), due to the company’s slow progress in increasing its profitability. Yet, as the below rankings show Yahoo is still a force to be reckoned with (ranked second overall and fourth in the U.S. Hispanic market), with more than 148 million uniques in the overall U.S. market (above Facebook, although time per visit and frequency are much higher on Facebook).
2. Mode Media’s High Ranking Reflects Popularity of Lifestyle and Fashion Vertical
Perhaps relatively surprising is the fact that fashion and lifestyle online media company Mode Media is among the top 10 properties both in the U.S. Hispanic and general market. The other 9 properties are mostly usual suspects (e.g Facebook, AOL, Wikipedia, Yahoo, Microsoft etc…). Mode Media, which used to be known as Glam Media, is a privately held digital lifestyle media company with more than 10,000 lifestyle creators. Mode’s success also highlights the popularity of the fashion and lifestyle verticals.
3. NBC/Telemundo Doesn’t Make the Top 10 Sites For U.S. Hispanics
While Comcast/NBC Universal sites (which include Telemundo) is the 10th largest destination in the overall market, they don’t make the top- ten list among the most visited properties by U.S. Hispanics.
4. Univision is not Among Top 10 Properties visited by U.S. Hispanics (Either)
Another interesting insight is that while Univision (and Telemundo, see above) are the leading media when it comes to Hispanic broadcast viewers, both companies are not among the 10 most popular for Hispanic online audiences.
5. Apple, Strong with U.S. Hispanics
Apple’s digital destinations are ranked number eight among the U.S. Hispanic users and can not be found among the top-ten of the overall market. This may be related to the fact that Hispanics over-index in music consumption services such as Apple’s iTunes.
6. Similarly to Yahoo, Microsoft Should Not Be Forgotten Either as a Major Online Destination
Microsoft recently outsourced most of its Advertising Sales business to AOL/Verizon. This is a part of their new CEO’s strategy to concentrate on the content (and not the ad-sales business.) Ranked number fourth with 144 million uniques in the overall U.S. market and second (!) among U.S. Hispanic users.
Source: comScore, United States, and Work, PC/Laptop Only Total Unique Visitors (000)
October 2015, Home Total Unique Visitors (000)
Total Internet: Persons: 6+
Wikimedia Foundation Sites
U.S. Hispanic Ranking
Source: comScore, United States, and Work, PC/Laptop OnlyTotal Unique Visitors (000)
The significant role of the U.S. Hispanic economy within the overall U.S. economy cannot be emphasized enough. At least that is what data provided by research company Latinum at a Telemundo organized NYC breakfast, which launched financial literacy campaign #To Dinero es tu Futuro, suggests.
A representative of Latinum noted that 100% of the contraction of the U.S. economy during the Great Recession (2007-2010), was offset by growth in the U.S. Hispanic section of the economy. That growth was not the result of per capita growth of U.S. Hispanics but the increase in Hispanic household size.
U.S. Hispanic households are more than five times more likely to be unbanked and almost than non-Hispanics.
Latinum Network was one of the participants during panel sessions at New York City’s NASDAQ building for the launch of NBCUniversal Enterprises’ “Tu Dinero es Tu Futuro” (Your Money is Your Future), a company-driven by financial education initiative designed to support financial literacy among Spanish-language viewers.
U.S. Hispanic households are more than five times more likely to be unbanked and almost two times more likely to be underbanked than non-Hispanics, according to a 2015 Latinum Network study.
The “Tu Dinero Es Tu Futuro” campaign will promote financial literacy for the 54 million Hispanics in America, helping them achieve long-term financial success by focusing on major common hurdles, such as managing debt, home ownership, retirement planning and paying for college.
Information about Securing Their Finances
“Tu Dinero Es Tu Futuro” will engage the Hispanic community through a robust website, digital tools, social engagement, PSAs, weekly segments on Telemundo’s morning show, “Un Nuevo Dia,” and “Noticiero Telemundo,” grassroots marketing and more, in an effort to empower this growing group of our nation’s population and enhance the financial future of all Americans. The relative youth of the Hispanic population (of the nearly half of all millennials who identify as multicultural, Hispanics make up 21%) means many in the community have not yet hit their peak earning potential, making it an optimal time to connect them with information about securing their finances and future.
What: The Hispanic Public Relations Association (HPRA) has revealed the winners of the 2015 National ¡Bravo! Awards, hosted by Laura Stylez last thursday, October 8 at the Lotte New York Palace Hotel in New York City. Why it matters: Winners included Balsera Communications, Cohn & Wolfe, Conill, d expósito & Partners, Havas FORMULATIN, Havas PR North America, SWAY PR and Telemundo.Mike Fernandez, Corporate Vice President, Corporate Affairs at Cargill, was honored with the ‘Pioneer of the Year’ Award.
The Hispanic Public Relations Association (HPRA) has revealed the winners of the 2015 National ¡Bravo! Awards held for the first time at the Lotte New York Palace Hotel in New York City.Hosted by Laura Stylez, co-host of New York’s most successful morning radio drive show on HOT97, the 2015 HPRA National ¡Bravo! Awards ceremony was held on Thursday, October 8.
The HPRA National ¡Bravo! Awards are one of the most prestigious awards in Hispanic communications recognizing the industry’s finest campaigns across several categories including: automotive, technology, sports, digital, non-profit and integrated marketing communications, among others.
Winners included: Balsera Communications, Cohn & Wolfe, Conill, d expósito & Partners, Havas FORMULATIN, Havas PR North America, SWAY PR and Telemundo.
“Congratulations to all the winners for contributing superb work to the Hispanic public relations industry,” said Andy Checo, President of HPRA’s National Board. “As we continue to advance the practice of Hispanic public relations, we are proud of providing a platform for our work to be recognized and celebrated.”
The winning agencies for the 2015 HPRA ¡Bravo! Awards recognizing the best public relations and marketing campaigns from across the country were:
Technology Campaign of the Year: COHN & WOLFE INFUSE
Healthcare & Nutrition Campaign of the Year: BALSERA COMMUNICATIONS FOR UNITEDHEALTHCARE THE PRESS EFFECT: LEVERAGING MEDIA TO EDUCATE LATINO POPULATIONS ABOUT HEALTH
Fashion & Beauty Campaign of the Year: HAVAS PR NORTH AMERICA FOR MEDIA MAKEOVERS BY JCPENNEY’S ESCUADRÓN GLAM.
Public Education Campaign of the Year: COHN & WOLFE INFUSE FOR COLGATE’S “ORAL HEALTH MONTH”
New Product Launch Campaign of the Year: SWAY PUBLIC RELATIONS FOR THE 2015 HYUNDAI SONATA MEDIA INTRODUCTION
Food & Beverage Campaign of the Year: HAVAS FORMULATIN FOR NESTLÉ LA LECHERA AND PATI JINICH.
Integrated Marketing Campaign of the Year: CONILL FOR TOYOTA MÁS QUE UN AUTO
Media Event Campaign of the Year: TELEMUNDO FOR THE 2015 BILLBOARD LATIN MUSIC AWARDS
Sports Campaign of the Year: HAVAS PR NORTH AMERICA FOR JCPENNEY: INSPIRACIÓN EN EL JUEGO BONITO
Digital Campaign of the Year: TELEMUNDO FOR THE SUPER SERIES LAUNCH OF “DUEÑOS DEL PARAISO”
Internal Communications Campaign of the Year: HAVAS FORMULATIN FOR MI PUEBLO EMPLOYEE ENGAGEMENT CAMPAIGN
CSR Campaign of the Year:D EXPÓSITO & PARTNERS FOR CHILD HUNGER ENDS HERE CON AGRA FOODS
Public Affairs Campaign of the Year: BALSERA COMMUNICATIONS FOR NATIONAL HISPANIC LANDSCAPE ALLIANCE’S JUAN IN A MILLION: ADVOCATING FOR THE NATION’S HISPANIC LANDSCAPE WORKFORCE
Non-Profit Campaign of the Year:D EXPÓSITO & PARTNERS FOR THE AARP CAREGIVING CAMPAIGN
Multicultural Campaign of the Year: COHN & WOLFE INFUSE
Mike Fernandez, Corporate Vice President, Corporate Affairs at Cargill, was honored with the inaugural ‘Pioneer of the Year’ Award. Below, a video of Fernandez sharing a special message with Bravo! Awards attendees:
Our 2015 "Pioneer of the Year" Awardee, Cargill's Corporate Vice President of Corporate Affairs, Mike Fernandez shared a special message with Bravo! Awards attendees. The award was accepted by his friend, Wells Fargo's Head of Corporate Communications, Oscar Suris. Here is what Mr.Fernandez had to say… #HPRABravoAwards
The 2015 HPRA ¡Bravo! Awards were made possible thanks to Platinum sponsors Coca-Cola and Time Warner Cable; Silver sponsor Moet Hennessy USA; and Bronze sponsors Delta Air Lines, Ogilvy Public Relations, PR Newswire, Toyota and United Healthcare.
Judges for the 2015 HPRA National ¡Bravo! Awards were comprised of senior public relations and marketing professionals across the agency corporate and brand levels.
As the ultimate reality TV, sports is the one place where advertisers and agencies are confident that consumers will watch their commercials without skipping or time-shifting, although Steve Mandala EVP Advertising Sales at Univision said at the Upfronts that Univision is unaffected by fragmentation. Let’s take a look at what the networks boasted in terms of Sports content offerings at last week’s Upfronts in New York City.
ESPN says 97% of its viewing occurs live vs. 57% for entertainment programming on broadcast networks. ESPN Deportes announced at its Upfront in New York City new initiatives focused on strengthening the network’s digital video offerings, original content lineup and diverse programming. Special guests included Spanish soccer star David Villa, who recently debuted with MLS’s newest team New York City FC, and ESPN Deportes’ on air commentators including Hugo Sanchez, Alejandro Moreno, Antonietta Collins, Alfredo Lomeli and recent Sports Emmy-award winner Ernesto Jerez. The presentation emphasized the importance of multimedia, multiplatform content and live programming to engage and reach the avid Hispanic sport fans, underscoring their power and relevance in sports consumption. The network’s success in delivering the most diverse sports programming will be the groundwork for the brand’s focus on live, diverse programming in 2016, highlighted by the return of the UEFA European Championship. ESPN will be the exclusive home of the 2016 UEFA European Championship. In addition the Network will be available on Sling TV. The network also launched ESPN Quick Hits, a collection of short-form videos across ESPN Deportes’ digital properties.
impreMedia Activates ESPN Print Extensions
Starting this fall, ESPN Deportes La Revista will expand its editorial offerings by adding Hombre ESPN, a new section dedicated to fashion, lifestyle and culture of the Hispanic athlete, featuring articles, interviews, trends and travel. Hombre ESPN will debut in the August/September issue. impreMedia, one of the leading Hispanic news and information companies in the U.S., continues to publish ESPN Deportes La Revista (circ. 250,000). The magazine publishes six issues per year and is distributed in the top Hispanic DMAs through a matrix structure that includes single copy sales/newsstands and newspaper delivery. George Ayala, VP Advertising Eastern Region, at impreMEdia tells Portada that 250,000 copies are going to be distributed with a matrix distribution model: some inserted into impreMEdia papers the balance newsstand sold. Regarding ESPN Hombre, Ayala notes that “ESPN-Hombre is a new section within ESPN highlighting the fashion & life style of Latino athletes when not in uniform. It will feature them from formal to sportswear, favorite travel destinations, drinks, technology etc. providing a great environment for Fashion, Auto, Travel, Beverage and other related categories to showcase their products.” He adds that “The ESPN + program for advertisers is simple, we will pick up the ad and run it within our sports section of our newspapers hence extending the reach to over 3,000,000 readers when you combine ESPN and our newspaper readers. There is also an online, mobile, social media and event component to the print program in order to maximize the advertisers reach of US Hispanic men. It’s an offering only ImpreMedia can do to help advertisers reach Latino men in the U.S.”
Univision Deportes’ new offerings include the launch of UD Fantasy, which aims to engage the 41 million players of fantasy sports. Fans will be able to create their own fantasy team and compete for the overall ranking, join private leagues with their friends, and challenge UD talent. “UD Fantasy” will launch in July 2015, for the next Liga MX Apertura and gradually expand to other leagues. A highlight in Univision’s programming is “Copa America Centenario next June in the U.S. A soccer event 100 years in the making. Sixteen national teams, including the United States, Mexico, Argentina and Brazil, will compete for the first time on U.S. soil for the championship of all the Americas. Two major soccer confederations.
Azteca’s Viernes Futbolero
“Our ‘Viernes Fútbolero’ (Friday Night Fútbol) sports franchise has become appointment television for our audience delivering major ratings success for our network and our clients,” stated Court Stroud, Executive Vice President, Network Sales and Digital, Azteca America. “This upfront season we continue to innovate and deliver the most value and maximum ROI to our agencies and clients through expanded, cutting-edge, on-air brand integrations, digital content marketing and creative branded entertainment solutions.” More on Azteca’s upfront here.
beIN SPORTS has the exclusive English-language and Spanish-language rights to Copa America, the month-long tournament that will be held in June in Chile featuring the giants of South America including Brazil, Argentina, Colombia and Uruguay as well as the other CONMEBOL countries and invited nations Mexico and Jamaica.
Telemundo and NBC Universo snatch Concacaf World Cup Qualifier Rights
Telemundo and NBC Universo have won Spanish-language broadcast rights to all CONCACAF World Cup qualifying matches played outside of the United States and Mexico in the 2018 and 2022 cycles. The deal was announced last week in New York at the glitzy upfront presentation for the over-the-air network and its sister cable channel. Both brands’ sports properties have been merged into a new NBC Deportes division within Philadelphia-based Comcast’s multimedia empire. For some time now, Telemundo has bought broadcast rights to Mexico’s road World Cup qualifiers, wherever they have been. Each CONCACAF nation owns the rights to its home games. Mexico games have long drawn an audience worth the expense. When it came to United States games, though, the demand didn’t always exist to justify paying the ransoms demanded by Caribbean and Central American nations. So Traffic Sports, CONCACAF’s marketing agency, put the games on closed-circuit or pay-per-view television. For NBC’s Telemundo the deal is a logical extension as it already has the Spanish-language rights to the 2018 World Cup Tournament in Russia and 2022 in Qatar.
Reaching Hispanics at home or out and about, multiple screens and social media keep them tuned in.
AT&T sponsors Telemundo multiscreen talkback
In a nod to consumers’ increasing use of digital media while they enjoy TV, Telemundo has launched AT&T Presenta Suelta la Sopa Novelas, a digital and on-air variety show that lets viewers interact with hosts Erika De la Vega and Alessandra Villegas during commercial breaks in the 8 to 10 p.m. novella timeslot.
The hosts will pose a question each hour, and fans can respond via a website; then poll results will be featured on the audiences’ personal devices, as well as in “content capsules” during the TV programming.
While sales of cosmetics and beauty products overall have declined a bit, spending by Hispanics in seven key beauty categories grew year-over-year, according to Nielsen. They account for 16 percent of the total U.S. sales to this category and also drive 14 percent of overall fragrances sales and 13 percent of cosmetics sales, the top two beauty care categories for Hispanic shopper spending.
There are differences in spending between U.S.-born and foreign-born Hispanics, as well as between men and women. The Nielsen report emphasizes that this segment is full of opportunity for health and beauty marketers, but only if they remember that this is a diverse group of consumers.
Nielsen says, “Retailers should vary their approach to each generation. Older generations place greater emphasis on skin care, while younger Latinos are more easily influenced by samples and celebrity endorsements. Younger Hispanics are possibly more likely to buy ‘in the moment’ than older Latinos, so they potentially have higher spontaneous purchasing.”
Hispanics by the book
Â Dieste, Inc., recognized multicultural marketing and advertising specialists, have released their first book, 1+1=3 Changing The Equation With The Booming Hispanic Market. The book includes several chapters devoted to myths about Hispanics, along with ideas on how to woo Latinos based on the agency’s 20 years in business.
Influencers: the not-so-short list
Want to know the top Latino digital influencers? Check out the finalists for the Tecla Awards. Hispanicize 2015 and the Latina Mom Bloggers give these annual awards to recognize bloggers, journalists, brands and agencies. Hispanicize 2015 is a partnership of the Hispanic Public Relations Association (HPRA), Hispanicize and the Public Relations Society of America (PRSA).
Admirable, the nation’s largest Hispanic digital signage network, now has 265 screens in Hispanic restaurants, showing 12-minute loops that combine global, country-specific and local news. The deployment makes use of cloud-based software from BroadSign International, which provides performance reports for Admirable advertisers. Advertisers, which include Telemundo, United Airlines, AARP, MetroPCS and Corona, can segment audiences by age, country of origin, location and income level. A Corona campaign during FIFA World Cup 2014 delivered a 19 percent sales lift for the beer. The companies are doing further testing to see how campaign elements affect response. [Ctahfb]
A lot is going on in the Sports Marketing front. First and foremost FIFA’s controversial decision to extend 2026 World Cup Rights without consulting with former right holders Univision and ESPN. What are the implications of this decision? Plus Vince Doria retires, Kingsford Charcoal new bags and more…
Is FIFA trading 2022 Winter in Qatar for a 2026 World Cup in the U.S?
We recently reported that FIFA extended the Soccer World Cup broadcast rights for Telemundo (Spanish) and Fox (English) to the 2026 World Cup. At the time it was pretty clear that the FIFA decision would not go exactly “unnoticed” by Soccer Marketing stake holders. The New York Times asks: “Why, 11 years before the tournament was to be played, did the agreement need to be made, especially if the United States had a chance to host the Cup? The article continues by asking why if Fox and Telemundo have not broadcasted a single match yet, are they being rewarded with the broadcast rights of an additional World Cup? Former right holders Univision and ESPN were not consulted by FIFA spokespeople for both media companies said.
It was pretty clear that the FIFA decision would not go exactly “unnoticed” by Soccer Marketing experts.
As we reported in a prior article, the main motivation by Fifa to extend the rights is to appease Fox, and to a lesser degree Telemundo, because it is moving the 2022 Qatar from Summer to Winter, a time when the Soccer World Cup competes with more sport events than in the Summer. Juan Carlos Rodriguez, president of Univision Deportes, told the New York Times that FIFA failed to maximize the value of the United States rights in its deals with Fox and Telemundo and that the agreements jeopardized the possibility of the 2026 World Cup coming to America.“If the rights are already fixed,” he said, “there’s little incentive to FIFA to award 2026 to the U.S.” He added: “If we had been asked to bid, we would have taken it very seriously.”
Kingsford Charcoal bags feature Ed O’Bannon
Don’t expect to see any Kingsford Charcoal signage during the NCAA tournament next month. The company likely killed all hope of that last week when it unveiled special-edition bags of charcoal trolling the NCAA. The image on the front of the bag is that of Ed O’Bannon, the former UCLA star who last August won a lawsuit challenging the NCAA’s unwillingness to pay athletes for the use of their names and likenesses. The bags also feature the hashtag #PayEd and the slogan “Lights 25% faster. Doesn’t burn athletes.””Kingsford Charcoal has become one of the many companies to use the likeness of a famous amateur basketball player for marketing purposes during that mad, mad month of March,” a press release revealing the limited edition bags read. Kingsford is just adding a surprising twist: the charcoal brand is actually going to pay that player— Ed O’Bannon— for placing him on the front of a limited bag of charcoal.” One way in which Kingsford intends to compensate O’Bannon is through its #PayEd hashtag. For every tweet that includes that hashtag, Kingsford will pay O’Bannon $1, up to $25,000.
Vince Doria exits ESPN
Vince Doria, director of news at ESPN, is retiring from ESPN. Doria is ending one of the most remarkable careers in sports journalism. As sports editor of the Boston Globe during the 1980s, he oversaw one of the greatest sports sections ever with writers such as Peter Gammons, Will McDonough, Leigh Montville, Bob Ryan and many others. Then he got to work on an even greater section as a senior editor for Frank Deford’s The National. When the grand experiment for a national sports newspaper flamed out, Doria moved over to ESPN. When he arrived in 1992, the network’s fledgling sports news coverage consisted mainly of scores and highlights. Under Doria, the news operation has grown to what he terms as a “cross-platform behemouth” with hundreds of staffers. “I’ve been fortunate,” Doria said. “I don’t know if anybody has gotten all the chances I have.”
Entravision to broadcast 2015 CONCACAF Copa Oro and CONMEBOL Copa America
Entravision Communications Corporation announced that radio broadcasts of the 2015 CONCACAF Copa Oro and CONMEBOL Copa America Tournaments will be broadcast live on 16 Entravision radio stations in 15 markets across the United States from June 12, 2015 through July 26, 2015. These games are part of a comprehensive rights agreement with Futbol de Primera providing Entravision with the radio broadcast rights to the 2018 FIFA World Cup. Following the enormous ratings success of the 2014 FIFA World Cup radio broadcasts, which delivered as much as a 30 share in Hispanic Men 18 to 49 years of age, Entravision is in a unique position to deliver live match broadcasts on its radio stations and offer extensive digital and mobile coverage through real-time updates, news and special soccer programming content. “Soccer is an integral part of Latino culture and we are thrilled to provide our audiences with premiere coverage of these marquee tournaments and connect advertisers with soccer’s most passionate fans,” said Mario M. Carrera, Entravision’s Chief Revenue Officer. Entravision will bring more than 30 Copa matches to Spanish-language audiences on all of the company’s owned and operated Univision and UniMas affiliate television stations, in addition to the following radio stations:
Los Angeles, Riverside, San Bernardino, CA – KLYY 97.5 FM / KDLD 103.1 FM
Stockton, Modesto, CA – KXSE 104.3 FM / KTSE 97.1 FM
Sacramento, CA – KXSE 104.3
Palm Springs, CA – KLOB 94.7 FM
Monterey, Salinas and Santa Cruz, CA – KSES 107. 1 FM
Phoenix, AZ – KBMB 710 AM, KVVA 107.1 FM and KDVA 106.9 FM
El Centro CA – Yuma, AZ – KSEH 94.5 FM
Reno, NV – KRNV 102.1 FM
Denver- Colorado Springs, CO – KJMN 92.1 FM
Las Vegas, NV – KRRN 92.7 FM
McAllen, TX – KNVO 101.1 FM
El Paso, TX – KSVE 1650 AM and KINT 93.9 FM
Lubbock, TX – KBZO 1460 AM/KAIQ 95.5 FM and KAIQ 95.5 FM