Page 17 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino CONNECTING TWO WORLDS
Peter Blacker
EVP/Digital and Emerging Business, NBCUniversal Telemundo Enterprises
A link between a traditional television station, regardless of its broadcast or cable status, with a social media platform can bring some significant payoffs for Hispanic media and its marketing partners, if done right.
Telemundo believes it has mastered the art of bridging new media with that used by Spanish speakers for more than 25 years.
“Our social media activities are completely connected to our linear IP, and that motivates our social audience to be active,” says Peter Blacker.
The linking together of social media and what’s seen across Telemundo’s over-the-air and cable channels comes as a natural fit for an individual who for 14 years prior to joining Telemundo in 2004 was primarily involved in digital only or digitally led companies.
“I launched the social and digital media business here,” Blacker says. “I was so excited to have television IP to play with because I didn’t have it in my past.”
Today, there’s a lot more than IPTV that has captured Blacker’s attention, and that of his fellow NBCUniversal Telemundo Enterprises executives.
That’s because, he acknowledges, things are “so different even three years ago.”
One of the big differences for Telemundo, compared to where it was in 2015, is thanks to its consumers.
“A big reason for that [growth] is the voracious appetite that the Hispanic audience has for social content on mobile devices,” Blacker says. “We look at things like Nielsen, specifically the overall viewer and Time Spent with Media reports. The general market is spending the same amount of time with video as they have before, and on the same platforms. With Hispanics, there is growth, and it is specifically happening on digital and social media.”
This explains Telemundo’s Generación M marketing push, as “mobile, millennial and multicultural” converge in ways few even imagined a decade ago.
In March, Telemundo representatives ventured to key markets in Arizona, California and Texas and met with members of its audience through in-home visits. Ethnological reviews were conducted to understand the consumers better, and what is driving their desire to connect with Telemundo content.
What were some of the conclusions presented to Blacker?