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2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com TOTAL PLAY, SOCIAL SYNC
Peter Blacker, NBCUniversal Telemundo Enterprises
There are many pieces to the daily activities that Peter Blacker, EVP of Digital Media and Emerging Businesses at NBCUniversal Telemundo Enterprises, is charged with.
In addition to running the Spanish-language television network’s digital and social platforms, he is now overseeing the revenue strategy for all of Telemundo Enterprises – inclusive of domestic, international, social, digital and over-the-air TV.
For Blacker, understanding the power of social media in the Hispanic marketplace is to understand different data points – and the different devices where social media is used the most by Latino consumers across the United States.
Once that is done, Blacker and his team seek to answer the following question: What is the conversation?
“We know there is device usage and consumption,” Blacker says. Fresh research shows that Hispanics continue to overindex on their use of game consoles, smart watches and smartphone. Again, it is what is happening with those devices that is of particular appeal to Telemundo – and to its clients.
Blacker points to Nielsen data showing that video consumption in a social media environment, along with live spots, is more likely to be seen among Hispanics than for the total population.
How does Telemundo play in the space? Blacker says it is done from a 360- degree perspective, one that sees rights and relationships span across all screens – something not seen in many media organizations.
At Telemundo, it is a no-brainer, “because the Hispanic consumer is there already and is expecting us there.”
What Telemundo has championed has impacted its siblings at big brother NBC. During the 2018 FIFA World Cup – the first to be telecast under a contract with Telemundo and NBC, Blacker’s team “blew the doors off” every expectation because Hispanic sports fan digital data hasn’t been seen before.
Oh, and Telemundo broke every streaming video record, aside from the most recent Super Bowl. “It changed a lot of perceptions inside NBCUniversal,” Blacker says.
This “very active and vibrant audience” is meaningful for brands, and tying what is seen over-the-air to what is viewed on a smartphone or tablet is ever-more essential. “I’ve been inside NBCUniversal since its early foray into digital and social media, and I have seen how this company has approached its relationship with the audience. It is exciting, as the use of TV by Hispanics is still incredibly strong.”
Even with new data suggesting that live TV viewing is dipping, Blacker points to one important point: the total use of TV time spent, live and time-shifted, still dwarfs the time spent on social networking platforms.