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2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com
This allows Telemundo to offer an enhanced advertising opportunity, if you will. “Inside those windows of time, we can aggregate an audience that is watching clips on YouTube, exchanging comments on Twitter, mentioning something on Instagram – and watching our programming,” Blacker says. “And, since we own the IP we become a one-stop shop. We’re making the marketer’s lives easier by speaking to the entire spectrum of Hispanics.”
AMERICA’S FIRST BINGERS
With binge-watching a phenomenon among many subscribers to an OTT service, Blacker laughs. That’s because Hispanic Americans have been expressing such behavior for years, as viewers of Spanish- language network television.
“In some ways we’re the original bingers,” he says. “The way the programs were initially developed for the Hispanic market involved telenovelas – all at the same time, every weeknight. It’s the same show and, in a sense, for somebody that wants to get a fix of a show, one can watch an enormous amount of content all at one time. This created a habit and, thus, if you’re not watching live, it makes it difficult to catch up later. It’s not as enjoyable.”
How Blacker likens the old-school telenovela skein to digitally driven binge-watching shows that his team is actively blending advertisers into all of Telemundo’s consumer products, because it illustrates the cross-media social activity that is perhaps unique to this audience.
Unlike popular NBC programs such as Manifest, when catching up could take five weeks, Telemundo prime-time programs only require one week to get up to speed.
With Hispanics synonymous with growth, and an average age that is 15 years younger than the total population (27 years old), interest in Hispanic buying power, family size, increasing educational attainment and the story of the American dream is one that, Blacker says, more marketers wish to be a part of.
TOTAL MARKET PROGRAMMING
But, what of those who note that Hispanic media will have continued pressure due to the increase in U.S.-born Hispanics, who are more likely to be English-dominant or bilingual than ever before?
Telemundo is testing the waters with a solution. In October, Telemundo, its cable network Universo, and the MVPD-distributed E! teamed up to create what NBCUniversal is calling “the first-ever total-market entertainment program produced in English and Spanish for bicultural audiences across U.S. and Latin America.”
The program, Latinx Now!, was crated in reaction to social interest in all-things entertainment, Blacker says. “We reached out to E!, showing them data that shows the U.S. Hispanic market loves entertainment content. We saw the time spent between entertainment brands, and that let us to launch a show together.”