THE GROWING POWER OF HISPANIC CONSUMERS

NBCUniversal Telemundo Enterprises unveiled its upfront slate today, featuring more than 1,000 hours of scripted and unscripted original programming as the company pitches marketers on tapping into the growing power of the Hispanic marketplace.

Top line

The lineup includes the return of one of Telemundo’s biggest shows, La Reina del Sur, for Season 3; Malverde: El Santo Patron (the first period scripted show from Telemundo Global Studios); and reality shows La Casa de los Famosos (about celebrities living together) and Season 6 of sports reality competition show Exatlón Estados Unidos.

On the sports side, Telemundo Deportes will offer than 300 hours of Tokyo Olympics coverage this summer, as well as coverage of the FIFA World Cup Qatar 2022 qualifying games.

Between the lines

“With Latinos surpassing $1.7 trillion in purchasing power, every company in America should build strong relationships with this audience to grow their business today and into the future. Telemundo and Comcast NBCUniversal offer the only premier platforms to reach them at scale across the entire spectrum and capture this exponential growth,” Beau Ferrari, chairman of NBCUniversal Telemundo Enterprises, said in a statement.

With the help of Telemundo, its parent company reaches nine of 10 U.S. Hispanics each month, which it says is more than any of its rivals.

“When you combine the power of Comcast and NBCUniversal with the deep connections and trust of Telemundo, we not only reach more Latinos than any other media company nationwide, but we also speak to these consumers with the authentic stories that move them. For our marketing partners, this means an opportunity to tap into a powerful, critical audience and move their business through the incredible impact of storytelling,” Laura Molen, president, advertising and partnerships, NBCUniversal, said in a statement.

Last week, NBCUniversal increased its footprint in the streaming space by rolling out Telemundo Streaming Studios, with more than 35 projects in development and production for direct-to-consumer platforms like Netflix, HBO Max, Hulu and NBCU’s own Peacock.

Bottom line

Telemundo did not hold a standalone upfront presentation this year, but will be showcased as part of NBCUniversal’s virtual upfront event on Monday.

Source: Adweek

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