Hispanic Market Weekly
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May 13, 2013 Volume 17 ~ Issue 18 + Sign in to Your Account H IG H LIG H TS SR THREE. TWO. ONE...UPFRONTS 8 A HIspanic Market Weekly special report A Conversation With… Craig Geller As the annual Upfront showcase gets the Hispanic audience isn’t going away… network on broadcast (HMW Archives At nuvoTV, English- underway this week, network executives it’s getting bigger,” says Steve Mandala, 2/27/13. Broadcast TV Ratings Watch). language content is clearly are in overdrive fine-tuning the flashy executive vice president of advertising focused where bicultural presentations that place their upcoming and sales at Univision. “Advertisers first Hispanic networks on the cable side have Latino see themselves, and primetime lineups, productions, and took money to cable and now they’re also delivered strong numbers in 2012 it’s the core of the network’s new platforms before advertisers, media looking at Spanish-language because it’s and so far into 2013. growth and marketing executives and agency buyers. growing and their dollars go further.” strategy. Fox Deportes had a record-breaking The ultimate goal is the same: grab a Leading into the 2013 Upfront the 2012 and in the first week of 2013 set bigger slice of the television advertising consensus is positive: “robust,” “optimistic” all-time highs among both total viewers 4 dollars pie. and “fascinating” are some of the words and viewers 18-49 in total day, primetime used to describe the marketplace. and weekend day viewership, boosted by A Message Although the population numbers and strong growth from its news and soccer And A Chuckle spending power of U.S. Latino consumers Spanish-language networks have talk show “Central Fox.” Tecate’s revamped strategy are no secret, the share of advertising increasingly become powerful competitors In this year’s first quarter, Discovery en of bringing back “el dollars allocated to Hispanic television for traditional English-language broadcast hombre” to target a broader Español and Discovery Familia achieved doesn’t compare. and cable networks. spectrum of Latino men is their most-watched quarters on record, delivering results. Data from Kantar Media reveals In this February sweeps period, Univision including growth in a number of key that spending on Spanish-language came in as the No. 4 network on all of demos. Discovery en Español increased television represented 8.2 percent of broadcast among viewers 18-49 and 18- viewership year-over-year for the fifth 10 the total invested in advertising in 2012. 34, finishing ahead of NBC for the first consecutive quarter, according to data Julio Aponte This despite the fact that, according to time (HMW Archives 2/21/13. Broadcast from Nielsen. Nielsen, Hispanics make up roughly 17 TV Ratings Watch). has been named director percent of all television viewers and 19 Driven by their growing numbers, Hispanic of Hispanic sales at percent of the coveted 18-49 year-old During the same period, Telemundo consumers are wielding increasing Sun Broadcast Group, overseeing sales of all demographic. averaged 1.32 million primetime viewers, influence on the U.S. media landscape the best in the network’s history among – from programming to channels to new the radio group’s Latino “More and more advertisers and total viewers. In February, Telemundo was media vehicles. properties including “ marketers are starting to recognize that the fastest-growing Spanish-language www.hispanicmarketweekly.com © 2012 Hispanic Market Weekly, All Rights Reserved. May 13, 2013 Volume 17 ~ Issue 18 + Sign in to Your Account “The Hispanic market is getting stronger by the day,” “All three major players – Univision, Telemundo and while the daytime lineup will feature “Suelta la Sopa” says Bob Turner, president of network sales at Azteca MundoFox – are going beyond telenovelas, reality and the game show “Entre Grandes y Chicos.” América. “There’s more Hispanic TV competition shows and scripted series,” says media analyst Julio entering the market, which leads to better competition Rumbaut. “There’s more programming outside of the “Telemundo’s momentum in the marketplace is and in the end, better product/content for the clients standard this year.” undeniable and given the unprecedented growth of the to reach their consumers.” Hispanic audience, we see only a robust future for our At this week’s Upfront, Telemundo will unveil over content and for our clients,” says COO Jackie Hernández. TRIED AND TRUE… 1,000-plus hours of new content, including five “There is an enormous appetite for our brands.” telenovelas and two daytime series and a second WITH A SHOT OF NEW season of “La Voz Kids” for the 2013-2014 season. Late last week, Univision executives revealed plans to launch 30 new shows across its television networks While few executives are willing to offer previews of The network teamed with Ryan Seacrest Productions as well as to offer advertisers increased product their Upfront presentations, the common denominator to create “Duelo Musical: Super Estrella”, a head-to- integration opportunities. In the mix are two new for many will be new offerings playing closely to their head music battle. Televisa-produced telenovelas – “La Tempestad” and most successful formats. The lineup of primetime telenovelas includes “Dama “Mentir para Vivir.” Both will extend their storylines y Obrero,” “La Impostora” and “Reina de Corazones” into digital and social media platforms. www.hispanicmarketweekly.com 2 On the sports front, Univision looks no different. While some will provide coverage of the point to a flat or minimal gains for FIFA Confederations Cup, the the 2013-2014 season, most agree CONCACAF Gold Cup, the FIFA U- that Hispanic networks will buck 20 World Cup and the 2014 World the trend. Cup Qualifiers. The company’s second broadcast network, UniMás, “If history holds true, it will be which now targets younger Latinos different,” says Lia Silkworth, will showcase La Viuda Negra,” managing director of Tapestry, based on the true-life story of a SMG’s multicultural media buying 1980’s Miami drug lord, and soccer- firm. “We know the different factors themed series “La Selección.” playing into our landscape – the supply situation isn’t as impacted “We are optimistic about a share as in the general market. The shift” from English-language upside is still large given that so networks, Univision CEO Randy many brands are not active in the Falco said during a pre-Upfront Hispanic market.” press conference. Under the “one for all” theme, the media Although many networks have conglomerate’s Upfront strategy, been holding “client development he added, will focus on the multi- meetings” with current and potential platform its multiple platforms advertisers the last several weeks, deliver. “The emphasis is on more few are willing to venture a guess targeted multimedia programming of where dollars will go. with more cross-platform Rumbaut points out that while marketing.” Upfront sales forecasts for total market or English-language WILL THE DOLLARS networks are in the two-percent COME? range, Hispanic television could deliver a dollars surprise. Companies like Procter & Gamble, General Mills, Unilever, Coca Cola, “It could be a good year,” says Ford, and Walmart have made the Rumbaut. “We might see sales Latino market an imperative for higher than two percent, although growth… and this year’s Upfront not into the double digits.” www.hispanicmarketweekly.com 3 This Week’s News And in September, music superstar Jennifer López acquired an equity CONVERSATIONS stake in the network. A CONVErsatION The creative, production and marketing WITH… CRAIG GELLER partnership put López on screen as well as behind the camera. J.Lo, along with Senior vice president of advertising her Nuyorican Productions’ partners sales at nuvoTV Benny Medina and Simon Fields, set out At bicultural cable network nuvoTV, to refine nuvoTV’s original programming English-language content is clearly lineup (HMW Archives 9/16/12. A High- focused on young, bilingual Hispanics, Profile Partner For NuvoTV). a demographic described as “modern What is now nuvoTV began in 1997 Latino.” It’s that content where as a programming service, Sí TV, bicultural Latino see themselves which produced two bilingual shows represented, that’s at the core of - “Café Olé” with Giselle Fernández” the network’s growth and marketing and “Funny is Funny – that aired on strategy. Galavisión. The target: to deliver “cutting edge” A year after the launch, company programming. executives decided to make Sí TV The last year has brought a flurry of a full-fledged television network activity to nuvoTV, including a $40 focused on delivering Hispanic-themed million investment allowing for the programming in English (HMW Archives expansion of original programming 3/1/04. Three. Two. One... Launched). tailored to the culture and lifestyle Sí TV, the network, debuted in 2004 of American Latinos (HMW Archives targeting bicultural Latinos ages 18-49. 9/3/12. New Dollars For NuvoTV). In mid-2011 it took on its “new voice” The network crossed the 30-million- – becoming nuvoTV as part effort to subscriber threshold, boosted expand its reach. by launches in Atlanta, Seattle, Minneapolis-St. Paul, the Washington, The network became Nielsen rated D.C.-Baltimore-Virginia area and in 2011 and in its first full quarter Puerto Rico. measured, nuvoTV delivered nearly www.hispanicmarketweekly.com 4 6 million unduplicated households our size. Today we’re in 32.6 million across markets including Los Angles, Nielsen television households. New York and Miami (Hispanic Entertainment Business Archives Can you give us a preview of 2/1/12. Cable TV Ratings Watch). nuvoTV’s Upfront presentation? We have a new head of programming, Here are the most outstanding Bill Hilary, who’s a 20-year veteran points of Hispanic Market Weekly’s leading BBC America and Comedy conversation with Craig Geller: Central and was also in president of Magna Global Entertainment, who English-language television for brings tremendous ideas.