2013 Cable Hispanic Upfront Guide

8/15/2019 2013 Cable Hispanic Upfront Guide

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Published by:

2013 post

hispanicupfront television guide

a digital supplement to broadcasting & cable and hispanicad.com


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A SUPPLEMENT TO BROADCASTING & CABLE AND HISPANICAD.COM

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THE QUEST TO

CLOSE THE AD GAPUNIVISION’S CESAR CONDE BELIEVES HISPANIC TELEVISION

WILL CONTINUE TO GROW. CONVINCING CLIENTS TO

PARTICIPATE REMAINS AN INDUSTRY FRUSTRATION.

Q& A

Univision Networks president Cesar Conde is excited about the attention Spanish-language television—and forthcoming English-language offerings targeting Latinos—is getting from the mainstream media. In this Q&A with Adam R Jacobson, Condediscusses his network’s plans for 2013, including its digital initiatives and the vitalimportance of research in making the proper programming decisions across all screens.

Adam R Jacobson: Spanish-languagetelevision connues to aract the lion’s

share of Hispanic adversing dollars,

and new networks have emerged in the

last year—namely MundoFox, Univision

Deportes, TLNovelas, and the revamped

NuvoTV. It’s clear that the thirst for

Spanish-language television hasn’t

slowed. Yet NuvoTV and Univision’s

forthcoming English-language network

Fusion, the joint venture with ABC

News, may reinforce the idea that

younger Hispanics are consuming lessSpanish-language television and that

the primary audience for Spanish-

language TV is now 35+. Do adversers

understand the connued need and

importance of Spanish-language

television, despite the surge in English-

preferred Hispanics?

Cesar Conde : As evidenced by thenumber of new Hispanic offeringscropping up across the media industrythese days, the size, importance andinfluence of the U.S. Hispanic communityis finally receiving the widespreadacknowledgement it deserves. ese newofferings validate that Spanish-languagemedia is driving this growth. ere arestill some advertisers who have yet tofully embrace the economic opportunitythey have when targeting the Hispanic

viewer as their consumer. e mathshows that the number of active brandsin Spanish-language advertising is stilllagging behind our English-languagepeers. Univision’s advertising partners dounderstand that in order to effectivelyconnect with Hispanic consumers,content and messaging needs to be in-culture and in-language. ese partners

have witnessed first-hand the power ofSpanish-language media. e challengefor us all is to close the ad gap.

ARJ : Univision seems to be acommunicaons company in

transformaon, with TeleFutura

becoming UniMás and Fusion’s launch

set for Q3. Can you summarize the key

drivers, in terms of programming and

content, for these networks?

CC : UniMás provides an alternative tothe Univision Network by deliveringcontent from some of the most highlyacclaimed Spanish-language producersin the world: Televisa, Caracol Televisionand RTI Colombia. UniMás deliversmore action, more drama and more sportsthan [predecessor network Telefutura].Fusion will provide English-language


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Q & A

news, information, lifestyle andentertainment content, but through aHispanic lens.

ARJ : What sets the Univision Network

apart from its competors has much

to do with its access to Televisa

programming—namely telenovelas.

What is some of the key programming

and content of interest to adversers?

CC : Univision Network’s relationship with Televisa gives us an enormouscompetitive advantage. We recently

reached a milestone by beating NBC forthe first time in an in-season sweep. isproves that we provide content that isappealing to Hispanics throughout thecountry. We also provide U.S.- produced

productions and co- productions from

Univision Studios. ese shows includethe highly popular Nuestra BellezaLatina and Mira Quien Baila franchises, which continue to deliver audiences. e same can be said for our “tentpole”event telecasts, including Premio Lo Nuestro, Premios Juventud , and the LatinGRAMMY Awards.

ARJ : Research is vital for connued

growth of the U.S. Hispanic market,

both from a programming and

markeng perspecve. How importantis quality research in determining the

best programming for all of Univision’s

networks? Is there enough quality

research in the Hispanic market today?

CC: e growth of digital and mobileplatforms has increased the need for asingle metric—or a combined metric thatproperly takes into account digital and

social media consumption. Research willalways be important, and as audiencesadd more platforms and devices totheir viewing habits, everyone in theindustry will be playing catch-up. Likeeveryone else, we are exploring waysto help our partners measure theircampaigns across multiple platforms. Infact, Univision, along with several othermedia companies, recently partnered with Nielsen for a pilot program thatmeasures online TV.

ARJ : Television networks, in manyways, are no longer “television

networks” but mulplaorm media

sources that now incorporate digital

and social plaorms. How is Univision

managing the content development

and rollout of programming for these

new content-delivery vehicles?

CC: ere is a huge demand for premiumcontent on interactive platforms. Weknow consumer consumption patternscontinue to change, and as an industry we are evolving to meet the needs of ouraudiences. In particular, Hispanics usedigital devices in big numbers and areearly technology adopters. We recognizethese trends and own the intersection ofthe two growth opportunities in media:

Hispanic and digital. erefore, weare focused on delivering a Univision-branded experience everywhere ouraudience is.

Our digital strategy is centered onbringing content from our platformsto life through technology. at is whyin 2012 we introduced UVideos, theonly bilingual digital video network for

Hispanics that today is available in morethan 240 million devices—including Xbox, Samsung, and Kindle. At ourrecent NewFront event, we unveiledFlama, our new digital destinationthat will house original made-for-webcontent including recurrent series acrossa variety of genres, from comedy todocumentary, in addition to ancillaryeditorial and the best in social features.

ARJ : Where do you see Hispanictelevision networks, from a

programming and content perspecve,

in 2023? Will younger Hispanics include

Spanish-language media television in

their weekly viewing habits?

CC: Spanish-language media is alive

and thriving. While most of the

English-language broadcast networksstruggle to find growth, Univision hasdelivered gains and continues to attract young audiences. In fact, our strongestdemographic performance is among Adults 18-34. Certainly, a growingnumber of this segment is bilingual. Yet, Nielsen ratings show they areseeking out and choosing the UnivisionNetwork. Out of the 25 most-watchedshows during the 2012-13 season forbilingual Hispanics aged 18-34, 18 of

these shows were on Univision. We alsocontinue to deliver younger viewersduring prime-time than our English-language broadcast peers—viewers witha median age that is at least 10 years younger. Univision continues to changeand expand from what was once a nichebroadcast network into a multiplatformmedia powerhouse that reflects the young, dynamic audience we serve.■

“The size, importance and influence of the U.S. Hispanic community

is finally receiving the widespread acknowledgement it deserves.”


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A September 2012 analysis of 2010 AmericanCommunity Survey data by the Pew Research Centerfinds that 45% of the nation’s Hispanic population livesin 10 metropolitan areas.

In terms of Hispanic share of the total populationMiami is the top market. New York ranks No. 8, while Chicago ranks tenth.

TOP 10 METROPOLITAN AREAS BY TOTAL POPULATION

TOP 10 HISPANIC DMAs

METRO AREA HISPANIC TOTAL POPULATION POPULATION

LOS ANGELES-LONG BEACH 5.7 12.8

NEW YORK-NE NEW JERSEY 4.2 17.8

HOUSTON-BRAZORIA, TX 2.0 5.6

RIVERSIDE-SAN BERNARDINO 2.0 4.2

CHICAGO 1.9 9.2

DALLAS-FORT WORTH 1.7 6.3

MIAMI-HIALEAH 1.6 2.4

PHOENIX 1.1 3.8SAN ANTONIO 1.1 2.0

SAN FRANCISCO-OAKLAND-VALLEJO, CA 1.1 4.9

Source: Pew Hispanic Center tabulations of the 2010 American Community Survey (1% IPUMS)

Source: Nielsen TV UEs/Cabletelevision Advertising Bureau.

DMA Rank byHispanic TV

HHs

DMA Name Hispanic TVHHs

Cable and/or ADS

HHs %

1 Los Angeles 1,868,200 1,443,480 77.3

2 New York 1,251,460 1,179,950 94.3

3 Miami-Ft. Lauderdale 666,230 623,140 93.54 Houston 561,390 358,500 63.9

5 Dallas-Ft. Worth 506,020 346,730 68.5

6 Chicago 492,170 400,740 81.4

7 Phoenix (Prescott) 391,770 269,570 68.8

8 San Antonio 388,800 329,550 84.8

9 San Francisco-Oakland-San Jose

382,460 350,170 91.6

10 Harlingen (Rio GrandeValley)

294,640 192,670 65.4

HISPANIC POPULATIONBY STATE – 2000-2011

DIGITAL AD SPENDING According to the 2012 IAB Internet Advertising Revenue Report , digitaladvertising revenue reached a newhigh during 2012—$36.6 billion. This marks a 15% rise over 2011,based on PwC U.S./IAB data tabu-lations. In particular, mobile dollars

surged by 111% from 2011, to $3.4billion in 2012. Mobile accountsfor 9% of to tal internet ad revenuein 2012. Dollars devoted to digital video cl imbed by 29% from 2011to 2012, accounting for $2.3 bil-lion. Search revenue in 2012 totaled$16.9 billion, accounting for 46% of

all 2012 digital revenue.Retail advertisers continue to

outpace other categories in theirinvestment in digital media, ac-counting for 20% of all ad spending. The financ ial services category i s adistant second, accounting for 13%of 2012 digital revenue. ■

North Carolina

MarylandMinnesota

South Carolina

Louisiana

Arkansas

Nebraska

Iowa

Kentucky

Mississippi

South Dakota

2011

0 200,000 400,000 600,000 800,000 1,000,000

2000


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THE NEW FALL SEASON

BROADCAST NETWORKS

Univision/UniMás

Univision’s message to advertisers attending its May 14Upfront presentation at the New Amsterdam eater focusednot so much on the hot new shows set to air in 2013-14on its two broadcast networksand on its Galavisión cablenetwork, but on Univision’sability to reach Hispanicsanytime and anywhere—thanksto its rich array of multiplatformopportunities. “We’re offering advertisers two bites of thesame apple,” Univision EVP/Ad Sales Steve Mandala toldreporters in a pre-Upfront conference call. Additionally,bilingual digital video network UVideos and Flama, anew digital platform with original video content targeting

Hispanic millennials, are what Univision Networks PresidentCesar Conde says allows his company “to provide fans withmore content than what is on TV.”

Even so, Univision andUniMás aren’t wavering fromtheir ratings-winning recipe of Televisa-supplied telenovelas,Mexican League soccer coverage,and Univision-producedcompetition shows, entertainment specials and award shows,and non-scriped programming. Univision is gearing up forthe launch of two new highly anticipated telenovelas—La

Tempestad , starring Latin heartthrob and Dancing With eStars competitor William Levy and former Miss Universe Ximena Navarrete, and Mentir Para Vivir, starring DavidZepeda and Mayrín Villanueva. For both soaps, digital andsocial media will be used extensively to further drive faninterest in story lines.

Soccer and cinema has guided UniMás through thesuccessful Q1 transformation from Telefutura. With a focuson Hispanic men aged 18-34, UniMás is already receivingindustry buzz for its telenovela Metastasis— a Hispanic takeon AMC’s Breaking Bad that’s set in the U.S. e show bowsin early 2014. Other big shows heading to UniMás include

La Viuda Negra, a telenovela focused on a Miami druglord inthe 1970s and 1980s; soccer-themed series La Selección; andGossip Girl Acapulco, offering a peak at the scandalous lives ofthe beach city’s elite population. Classic Mexican televisionprograms and sports will also likely help Galavision inmaintaining its top-dog status among Spanish-language cabletelevision networks.

What will also likely resonate with ad buyers is the surprise

announcement that acclaimed film director Robert Rodriguezfledgling English-language El Rey Network is now a partof the Univision family. e inagural lineup is set to includescripted dramas, animated series, and comedies, in additionto a “top secret” action/adventure series from Roberto Orcíset to start filming in June. Also part of El Rey is From DuskTil Dawn: e Series , based on Rodriguez’s feature film of thesame title.

Telemundo

NBCUniversal’s flagship Spanish-language television network onMay 5 debuted La Voz Kids— aHispanic take on NBC’s smashhit e Voice that puts the focus onLatino contestants age 7 to 14. e

three judges: Bachata king Prince Royce, Mexican pop queenPaulina Rubio, and top Regional Mexican star Roberto Tapia. Advertisers in the first hour of La Voz Kids included Skittlescandies, Denny’s, KFC, Target, Dr Pepper, m&m’s, Kellogg’sSpecial K, L’Oreal, and Burger King; lead sponsors are AT&T,State Farm, and Ford. With early indications pointing tocontinued ratings success, La Voz Kids has been confirmed fora second season, Telemundo executives announced at itsMay 14 Upfront.

Network-produced telenovelas and original programmingthat give advertisers the opportunity for product integrationand cross-platform marketing continue to represent

Telemundo’s core attractions. Among the new novelas setto debut in 2013-14: Dama y Obrero, a tale of love and aconstruction worker; La Impostora, which blends romanceand false identities; Reina de Corazones, featuring a newlywed,organized crime, and a case of amnesia; and Camelia la Tejana , with a plotline wrapped around crime and passion. Alsogetting early buzz is a program co-produced by Ryan SeacrestProductions that will put two well-known music icons face-to-face in a competition show with a working title of Duelo Musical: Super Estrella.

Daytime programming gets a boost with Entre Grandes yChicos (working title), a game show putting adults and kids in

role reversal challenges; and Suelta laSopa, a daily entertainmentnews program.

Estrella TV

Liberman Broadcasting-ownedEstrella TV, which will celebrate year No. 4 this fall, has steadily risen the ratings to solidify


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itself as the No. 4 Spanish-languagenetwork in the U.S. is has beenaccomplished through the production of variety series, sketch comedy programs,and competition shows that have provenpopular with Spanish-dominant andbilingual audiences in Hispanic marketsacross the U.S.

In an interview for the 2013 PostHispanic Upfront Television Guide ,Estrella TV EVP/Network Sales andMarketing Judy Kenny and COO Winter Horton note that two newadditions to the network’s lineupare front and center in Estrella TV’sdiscussions with advertisers:

• Noches con Platanito— Picture

Jimmy Fallon or Jimmy Kimmel,but dressed as e Simpsons’ famedfictional character Krusty theClown. at sums up what viewerscan enjoy when they tune in to view “Platanito,” a comedian whofirst rose to fame on Mexico’s paytelevision TeleHit network. anksto fan support and the opportunityto reignite his career after exiting TeleHit in early 2012, Platanito’snew show—which debuted in

April—is already off and rolling with comedy routines and celebrityinterviews.

• Noticiero Estrella TV , the network’s5:30pm national newscast, on April25 introduced veteran journalistMyrka Dellanos as its new anchor.But that’s not Dellanos’ only roleat Estrella TV: Later this summershe’ll helm an hour-long interviewshow, En Exclusiva con MyrkaDellanos . e program will take on

an entertainment focus, focusing oncelebrities and newsmakers, in a stylesimilar to Barbara Walters.

Other shows of note at Estrella TV include a Saturday night varietyprogram hosted by “La Chupitos,” afemale comedian who also serves as oneof the hosts of the network’s music-focused competition show Tengo Talento, Mucho Talento.

e variety show takes its cues fromNBC’s long-running Saturday Night Live.

Lastly, Estrella TV in late summer will unveil Estrellas en Guerra, a celebritycompetition show defined by physicalendurance challenges playing for thebenefit of charities. e network createda customized set featuring swimmingpools and lots of padding, with ABC’sWipeout as its inspiration.

Azteca América e Aztecabrand isubiquitous inMexico, with

its Canal 7 and Canal 13 major nationaldraws among television viewers. Inthe U.S., the Azteca América networktaps into its strong name value amongfirst-generation Mexican immigrants byoffering a variety of telenovelas, scriptedprograms, entertainment-focused talkshows, and sports centered on Mexicanfirst-division soccer.

Among the top shows shared withadvertisers at a May 13 event in New York are El Coffee Break, an hour-long

news and entertainment programhelmed by Carlos Magaña, CarolinaMateu, Adriana Yañez and NaibeReynoso airing live from Los Angelesin the 9am slot. An hour later in the10am slot is Entre Nos , featuring Patricia Arbulu in a Barbara Walters-styledinterview program featuring guests fromthe world of entertainment, sports andpolitics. In prime-time in a timeslot that was unconfirmed at press time is La Isla, a reality show set on a beach featuring

everyday men and women pitted againstcelebrities in various “survival of thefittest” tasks.

MundoFox One year ago, MundoFox existed onlyas an idea. Today, the Spanish-languagetelevision network boasts 63 affi liatesand a full day of programming thatnetwork executives boast is uniquely

produced for the U.S. Hispanic market. Among the programs MundoFox

EVP/chief marketing offi cer OswaldMendez is particularly pleased withless than a year into thenetwork’sexistence is Minuto para

Ganar —theSpanish-language version of the prime-timeoffering Minute to Win It. Also likelyto grab the attention of advertisers is El Capo, a Colombian telenovela thatfollows the story of a fictional druglord. e latter program moved from

UniMás’ former incarnation, TeleFutura,in 2009. Season 3 was confirmed at itsUpfronts. Another big announcementis the August debut of the one hour ElFactor ‘X’ —the spanish-language take onFox’s X Factor. On weekends, MundoFox will air the FX crime drama e Bridge ,starting one week after its run on theenglish network. In related news, Foxcable net Utilisima is being renamedFox Life, featuring home and lifestyleprogramming by day and reality shows

by night.

Mega TV At Miami-based Mega TV, Berry Jasin, VP/National Salesfor parent company SBS, is particularlyexcited about the addition of Charytínto the network’s lineup; her first showfor Mega TV aired April 29. Charytín

will feature guest interviews, sketches,songs, and interactive games that tapinto the use of social media—somethingnew for Mega TV.

Charytín takes the 9pm slot, whichresults in a shift to the 8pm hour forfamed Cuban émigré Alexis Valdés andhis variety-oriented live entertainmentshow Esta Noche Tu Night. Remainingin the 7pm slot is a variety program


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helmed by Fernando Hidalgo.Meanwhile, “radio en television”simulcasts of three radio shows on SBSradio stations— El Circo ( from La Mega in Puerto Rico) , El Mandril (airing onSBS’s regional Mexican stations) , and El Jukeo (from Mega 97.9 in New York)—can be found on Mega TV’s nationalfeed between 6am-2pm ET, givingadvertisers a dual-medium advertisingopportunity.

CNN LatinoFor 16 years, the CNN brand hasserved Spanish-speakers in the U.S. andthroughout Latin America via its CNNen Español pay television network.

Now, thanks to the evolution of the U.S.Hispanic population, CNN has createda news, lifestyle, documentary and talkshow block designed to air on broadcast

televisionstationsexclusively inthe U.S.

DubbedCNNLatino, the

netlet is designed as an alternative to

programming found on Telemundoand Univision and boasts a schedulethat sees shows airing between 3pmand midnight. On May 2, CNN enEspañol SVP/GM Cynthia Hudson-Fernández led the network’s Upfront,at which CNN Latino programming was introduced. Among the highlights: e roundtable topical discussion showContrastes con Camila Egaña , female-friendly lifestyle and fashion programCNN Vida, Showbiz Latino, and the

Fernando del Rincon-helmed nightlynewscast Panorama USA . Meanwhile,the flagship 24/7 CNN en Españolnetwork will be airing a golf-centeredlifestyle show, Vive el Golf with LorenaOchoa; and shoulder programming forthe 2014 FIFA World Cup in Brazil.

Vme e Spanish-language education

network styled after PBS was set to holdan Upfront presentation mid-afternoonMay 15. Its mix of programs rangesfrom the long-running music interviewshow Estudio Billboard to Los Kennedy ,a dubbed version of the controversialeight-episode mini-series starring GregKinnear and Katie Holmes as John F.and Jackie Kennedy. Child-friendly fareairs in the AM hours.

CABLE NETWORKSDiscovery NetworksDiscovery U.S. Hispanic’s May 14Upfront at New York’s Gotham Hallput the focus on how their viewers feela deep emotional connection to the

programs shown on both Discovery enEspañol and Discovery Familia, which was profiled ahead of its older siblingin a bid to get media planners to thinkabout thenetwork when seekingto attractHispanicmoms. enetwork isdriven by such infant-friendly fare as

Mecanimales (Animal Mechanicals),part of its Discovery Kids block; whilenew series include dubbed-into-Spanishairings of Family SOS with Jo Frost,andbeauty and home shows La bella y labestia and Locos por la Casa . At Discoveryen Español, dubbed airings of BearGrylls: Escape from Hell is matched with wildlife documentaries Mundo Profundo (Underworld) and Africa . However, itis the network’s focused on soccer (with Armando el Mundial ) and the launch

of a new genre—VROOM—withprograms targeting car lovers that seekto reinforce the network’s male strength,compared to the female and kids focusof Discovery Familia.

ESPN DeportesSoccer and social are the two bigtakeaways from ESPN Deportes’ 2013-14 Upfront event, held separately from

big brother ESPN on May 15 at New York’s Hearst Tower. Studio program#Redes , which literally takes its cuesfrom fan-fueled Twitter feedsand Facebookupdates, is setfor anotherbig year, withsports journalistCarolina Guillén continuing to driveeach program’s topics for discussion.

Another returning centerpiece ofESPN Deportes’ programming is thestudio analysis and highlights showFútbol Picante , which continues to be aleading destination for Mexican League

fans. But ESPN Deportes’ devotion tosoccer doesn’t stop at live action andstudio shows: the documentary-styleCapitales de Fútbol is back with a wholenew tour of soccer-crazed cities in what the network hopes will serve as welcomed pre-World Cup programmingFurthermore, Destino Fútbol will offerfeatures on soccer superstars of yesterdayand today, including Diego Maradonaand Lionel Messi.

Gringos at the Gate explores the rivalry

between Mexico and the U.S. on thesoccer pitch, presented in documentarystyle. Additionally, Dream Job: ElReportero returns for its third installmentlater in 2013, with the search on for asocial media reporter to join the teamheading to the World Cup in Brazilin 2014. e soccer-focused afternoonsports talk show Jorge Ramos y SuBanda, airing simultaneously on ESPNDeportes Radio, also remains a fixturefor the network. Meanwhile, ESPN

Deportes scores a coup by landing the2013 NBA Finals—marking the firsttime a Spanish-language televisionnetwork will provide coverage inthe U.S.

Fox DeportesStudio shows such as Central Fox and Laúltima Palabra have helped Fox Deportesto become the top-rated Hispanic sports

T H E N E W F A L L S E A S O NT H E N E W F A L L S E A S O N


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network among Hispanic viewers 2+and adults 18-49 in both total-day and

prime-time. At the sametime, UEFAsoccer telecastsand thepopular CopaLibertadores

and Copa Sudamericana soccertournaments continue to serve as bigdraws for the network. According toNielsen, an April 20 UEFA ChampionsLeague match between Barcelona andBayern Munich gave the network No. 1

total-day bragging rights for the week.Fox Deportes is also the home for livecoverage of Barclays Premier Leagueteams, airing live Sunday morningsand in encore presentations for theremainder of the week.

Major League Baseball also attractsplenty of viewers, while UFC telecasts,NASCAR and NCAA College Footballare areas of growth opportunity foradvertisers seeking to get in on theground floor of nascent programming

choices.

mun2

e big news with NBC Universal ’smun2 cable television network is

the August2013 arrivalof BarclaysEnglishPremiereLeague soccercoverage—a

result of NBC’s acquisition of U.S.rights, previously held by Fox.

New mun2 original programming isreality-based: Viva Los Vargas followsthe life of two-time world boxingchampion Fernando Vargas; Reinas deReality puts the cameras on real estatepartners Jackie Mateos and Liz Perez;and Horoscopos features sisters Vickyand Marisol Terrazas, the lead singers

of regional Mexican act Horoscoposde Durango.

Also getting notice is Al Tiro ConLa Bronca , a weekly program featuringthe VJ and radio host and her vividcommentary on love, fashion, life andthe opposite sex.

NuvoTV

e team behind NuvoTV—SVP/ Ad Sales Craig Geller and recentlyinstalled head of programming Bill

Hilary—andone JenniferLopez are

committedto delivering viewers“modern

Latino entertainment.” What makesNuvoTV unique is that all of it is inEnglish. NuvoTV’s lineup includes a wide variety of reality programmingand chat shows featuring such Latinnotables as Wilmer Valderrama(at ‘70s Show) and Mario Lopez, who joined JLo at NuvoTV’s May

15 Upfront presentation. NuvoTV’sleading shows include Operation Osmin,featuring Cuban fitness trainer OsminHernandez; Miami Ink; and the ModelLatina franchise. e network’s stand-up comedy franchise Stand Up andDeliver is also being pitched as a primedestination for bilingual, bicultural viewers—in particular Hispanicmillennials.

Ms. Lopez comes in the picture bydelivering NuvoTV original content

set to debut in Q2 and Q3 2013, theresult of a partnership between thenetwork and the celebrity that includesgiving Lopez part-ownership in thenetwork and shows from her NuyoricanProductions.

Tr3s

It was a circus—literally—for theViacom-owned, Hispanic-themed

pay network targeting millennialson May 15, as Tr3s closed outthe 2013 Hispanic Upfronts withan extravaganza punctuated by aperformance from reggaetón pioneerDaddy Yankee, Tr3s’ brand ambassador.

New shows gaining the spotlight at Tr3s include Familia de Circo, whichtakes viewers behind the scenes ofa 40-year family-run circus underthe antics and clashing egos of fiveMexican brothers; a Miami-flavoredLatin take on reality show Cake Boss with the working ti tle Divas de Azúcar; Niñas Mal 2, a sequel to the successful

2010 young adult telenovela featuring“wild and charming high-society charmschool girls;” and Fortuna , a telenovelafocused on casino underworld activities. e Tr3s lineup also adds Ricardo Arjona to its signature Unplugged livemusic series and puts regional Mexicanmusic in the spotlight with Remexa. Lastly, Tr3s has embraced the ComedyCentral Roast franchise with the first-ever Latin Roastee—controversialMexican

comedianHectorSuarez. eshow tapes inMexico City.

Also of note among Hispanic paytelevision networks is GolTV , whichoffers a steady diet of Bundesliga(German), AFA (Argentine), andUruguayan first-league matches, inaddition to UEFA Euro U-17 coverageand select Brazilian soccer matches. Al

Jazeera Media Network’s beIN Sporten Español has also quickly garneredattention for its coverage of Spain’sLa Liga and Italy’s Serie A soccerleagues and as the U.S. home of BarçaTV , featuring FC Barcelona—arguablyone of the world’s most popular sportsteams. Cycling is also found on beINSport en Español, with coverage ofGiro d’Italia.

T H E N E W F A L L S E A S O N


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BRAND EVOLUTION,

IGNITED BY TELEVISION

U P F R O N T S

In 2009, Heineken USA beer brand Tecate had a clear plan of actionfor reaching Hispanic consumers:Bring the cultural context of the brandrom Mexico and show how first-

generation immigrants to the U.S. wereiving it.

Felix Palau, VP/Marketing for both

Tecate and sister cerveza brandndio, is unapologetic for therand’s approach to building itstateside sales, and the resultingelevision campaign tied tohat effort.

“It was never going to work,”Palau says. e bulk of the creativehat aired on Spanish-languageelevision centered on images andhemes that showed the strengthnd tenacity of hard-working

Hispanic men and their strongcáracter.” Common professionsf recent immigrants, including the meatrocessing plant worker, were integral to

Tecate’s campaign, “Con Cáracter.” Despitehe positive messages shown on screen, thefforts were perhaps too serious—and toolose to home—for its target audience. Tecate lost significant sales volumeetween 2009 and 2011. Brand executives

huddled to determine why the campaignailed to connect with what was perceived

s Tecate’s core audience—Mexican menwho have been in the U.S. for less than 10ears. What went wrong? “e consumeraid that this communication is reflecting

my day-to-day activities, and that was theeast thing they wanted to see,” Palau says.It’s about having fun.”

Perhaps taking a cue from Bud Light’sreal men of genius” campaign, Palau

decided to break the mold of Mexican beersy standing out from the pack. In doing so,

Tecate’s new mantra was to “bring back thehombre ” and salute the Hispanic male forall that they do, in particular in non-worksituations. At the same time, Tecate set outto create a more masculine product designfor its bottles and cans, unveiled in June2012. To further place its stamp on thehombre, Tecate brand messaging was placed

far away from the beer aisle and smackdab alongside male personal products—including condoms.

But it was fun, irreverent Spanish-language television advertising createdby its Mexico-based agency of record,Olabuenaga Chemistri, which became thecenterpiece of its re-envisioned efforts. Inlate April, a trio of spots debuted that Palaubelieves successfully tweaked the “Con

Cáracter” theme in Tecate’s favor.In one spot, a bride tosses her weddingbouquet behind her head at her reception,and it keeps getting thrown back to herby a “real man of character.” A secondcommercial features a woman who arrivesat home and is taken aback by a trail ofrose pedals and candles that leads to therefrigerator. Once there, she opens therefrigerator door—and is immediatelyasked to get her hombre a beer since she

happens to be there. A third spot shows aman coming home late from a night out who has forgotten his keys. He phonesa group of mariachis, who show up toserenade his wife. She promptly opensthe door, unknowing that her hombre waslocked out. Narration closes the spot withthe tag line, A man knows there is always

another way in.“Are we becoming more culturally

relevant to the customer? Yes,” Palaudeclares. In the first quarter of 2013alone, he notes, Tecate brands enjoyed45% year-over-year growth. Tecate Lightis the fastest-growing light beer in the Western Hemisphere, he adds. Handled byMediaVest MV42, the media buy for therecently launched campaign—“Es Fácil SerHombre”—includes Univision, Telemundo,UniMás, Galavision, Estrella TV, Fox

Deportes, ESPN Deportes, UnivisionDeportes, Azteca América, and NuvoTV. While national in scope, Tecate will focusthe campaign on key markets in California, Texas, Arizona, and New Mexico, inaddition to Chicago, where English-language radio spots and OOH developedby Dallas-bases shop Inspire! for TecateLight will complement spot TV in an effortto target bilingual, bicultural hombres .

In addition to traditional creative, Tecateis now ubiquitous with respect to marquee

boxing events, including four installmentsof bouts featuring Manny Pacquiao and Juan Manuel Marquez broadcast as pay-per-view events on HBO. In its fourth year,Solo Boxeo Tecate is now a staple of UniMás’Saturday night lineup, a holdover from thenetwork’s transformation from Telefutura.

Such efforts aren’t likely to wane underPalau’s watch. He concludes, “e best wayto reach the whole of consumers is throughSpanish-language network television.” ■

TECATE REVS UP SALES WITH INNOVATIVE RETHINK OF HISPANIC CREATIVE


15/18

AHAA: THE VOICE OF

HISPANIC MARKETING

Harnessing the power of

the Hispanic market

Connecting you with

the best multicultural

marketers

Finding you the right

expert with the AHAA

2013 Standard Directory

of Hispanic Marketingand Communications

Companies

To get a copy, visit

ahaa.org!

[email protected]

WWW.AHAA.ORG

www.twitter.com/AHAA

www.facebook.com/

AssociationofHispanicAdvertisingAgencies


16/18


2013


g u i d e

16a

NETWORK DIRECTORY

BROADCAST NETWORKS

Azteca Networks

Azteca America andAzteca Mexico)Network Sales430 Broadway, 10th Floor

New York, NY 10018646-360-1788www.aztecaamericacorporate.com

Bob Turner,President of Network [email protected]

ohn DiSimone,VP/GM of National Spot [email protected]

Estrella TV – LibermanBroadcasting845 Empire Avenue

Burbank, CA 91504818-729-5300www.lbimedia.com

Winter Horton, COO

[email protected]

Nicole Burri, VP of Network [email protected]

Mega TV – SBS7007 NW 77 AvenueMiami, FL 33166305-644-4800Mega.tv/contacto

Albert Rodriguez, GSM

[email protected]

MundoFox – Fox211 Avenue of the Americas,

31st Floor New York, NY 10036212-822-9083www.foxhispanicmedia.com

Tom Maney,EVP/Sales

Oswald Mendez, EVP/ChiefMarketing Officer

Telemundo Media2340 West 8th AvenueHialeah, FL 33010www.telemundomedia.com

Telemundo Network Sales:Dan Lovinger, EVP Cable &Entertainment Sales – New York

[email protected]

Mike Rosen, EVP Advertising Sales& Integrated Marketing –New [email protected]

Michael Alvarez, SVP NetworkSales, East Coast – New [email protected]

Rosy Marin, SVP RegionalAdvertising Sales, West Coast –Los [email protected] (main)

Univision CommunicationsUnivision/UniMás/Galavisión(cable)9405 NW 41st Street

Doral, FL 33178305-471-3900http://corporate.univision.com

Randy Falco, President/CEOCesar Conde, President ofUnivision Networks

Keith Turner, President of Sales &Marketing

Vmehttp://vmetv.com/nosotros

Court Stroud, Director of [email protected]

CABLE NETWORKS

CNN en Español and CNN Latino601 Brickell Key Drive, Suite 100Miami, FL 33131786-488-7772www.cnnlatino.com

Cynthia Hudson, SVP/GM of CNN

en Español and Hispanic strategyfor CNN/[email protected]

Isabel Bucaram, Public RelationsManager and VIP PlanningProducer [email protected]

Condista Ad Sales2105 NW 102 Avenue, Third Floor Doral, FL 33172

Javier Prelooker, head of sales305-554-1401www.condistaadsales.com

Condista handles U.S. distributionfor international Spanish-languagetelevision networks CanalSUR, SUR Peru, Mexico TV, TVColombia, Telefe, TyC Sports, TV

Venezuela, Spain’s Antenna 3,Mexico’s TeleFormula and regional

Mexican music channel VideoRola. Condista is also the exclusivemedia representation firm forTeleFormula and Video Rola,and shares media representationresponsibilities with LAETV for theEcuavisa, TV Chile, TV Colombia,NTN24, Super Canal and TeleSalvador networks.


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1

N E T W O R K D I R E C T O R Y

Discovery U.S. Hispanic(Discovery en Español andDiscovery Familia)

6505 Blue Lagoon Drive, Suite 190Miami, FL 33126786-273-4367http://corporate.discovery.com/brands/international/latam-hispanic/

Ivan Bargueiras, SVP/Ad Sales Victor Parada, VP/Ad Sales

ESPN Deportes77 West 66 Street, 21st Floor

New York, NY 10023646-547-5572www.espndeportessales.com

Lino Garcia, GMJohn Fitzgerald, VP/MultimediaSales Cesar Ruiz, Senior Directorof Sales

Fox Hispanic Media (FoxDeportes, NatGeo Mundo,Utilísima/ Fox Life)1211 Avenue of the Americas, 31stFloor New York, NY 10036212-822-9083www.foxhispanicmedia.com

Tom Maney, EVP/Sales Vincent Cordero, GM –Fox Deportes

Galavisión(see Univision listing, above)

GolTV1666 John F. Kennedy Causeway,Suite 402North Bay Village, FL 33141786-866-3932www.goltv.tv/mediakit

Ivan Perez, VP of Network [email protected]

History en Español(A&E Television Networks)235 East 45th StreetNew York, NY 10017212-210-1400www.aenetworks.com/advertise

Peter Olsen, SVP of National [email protected]

Latinamerican Ethnic TV (LAETV)8181 NW 14 Street, Suite 200Miami, FL 33126786-260-0424www.laetv.tv

LAETV is the mediarepresentation firm in theU.S. for international Spanish-language television networksCanal SUR, SUR Peru, Mexico TV,NTN24, Mexican arts and culturechannel Canal 22, CB TelevisionMichoacán, Caracol Internacional,CentroAmerica TV, TV Chile, TVColombia, Dominican-focusednetwork Telemicro, Ecuador’sEcuavisa, TV Venezuela, TelefeInternacional, Once Mexico,regional Mexican music channelATM, telenovela channel Pasiones,Mexican movie network Mi CineCanal, and Mexican network AyM

Sports. For a complete Upfrontlook at these channels offerings,please visit www.laetv.tv.

Mexicanal1532 Dunwoody

Village Parkway, Suite 203Atlanta, GA 30338770-396-7850www.mexicanal.com

John Perez, SVP/Sales andAdvertising917-267-1970

Mun2 (see Telemundo listing,above, for postal address)Joe Bernard, SVP – New York

[email protected]

NuvoTV501 7th Avenue, Suite 508New York, NY 10018212-430-8284mynuvotv.com/aboutus

Craig Geller, SVP of Ad [email protected]

Somos TV/Semellitas/ViendoMovies2601 S. Bayshore Drive,Suite 1250Miami, FL 33133786-220-0280

Alejandro Parisca, VP/GM

http://www.linkedin.com/pub/alejandro-parisca/2b/907/1a1

Tr3sMTV Networks Latin America -Viacom 1111 Lincoln Road, 6th Floor Miami Beach, FL 33139305-534-9936

Fernando Gaston, Brand Manager [email protected]

WAPA América and WAPA 2Deportes2000 Ponce de Leon Blvd.Coral Gables, FL 33134305.421.6375

Rafael Pérez-Subirá,Director of National Ad [email protected]


18/18

Documents

2013 Cable Hispanic Upfront Guide