Isabella Sánchez de Zubi y HCM
The Hispanic TV and video industry has always been at the heart of our mission to earn more revenue and increase growth in advertising, according to Isabella Sánchez, VP of Media Integration of Zubi and Chair for The Hispanic Marketing Council (HMC).
Sánchez led the keynote “State of the Hispanic Media Market and Marketing” at the 21st Annual Hispanic Television Summit in New York, and said: “Hispanic TV has been the leader of everything we have done.”
“Being a multicultural marketer today is more challenging than ever. Every client is making stronger efforts in diversity, equity, and inclusion (DE&I). It is our moment, and we have worked very hard for many years towards this moment. This deserves a celebration,” said Sánchez, who mentioned as an example of this growth the numerous advertisers who advertised on linear Hispanic TV during the broadcast of the FIFA Women’s Cup tournaments on Telemundo and the Gold Cup on Univisón.
“I could not help noticing how many new advertisers were advertising in Spanish, not only the traditional ones that we have learned to love and support but many new ones. Telemundo told us about 35 new advertisers, 75% compared to the last Women’s Cup. Univisión mentioned more than 200 new advertisers in the last two years. It is huge. I also have references of Estrella Media, pay TV, and streaming channels, and they all have the same growth story,” Sánchez said.
She said there also is great diversity in the ads. “Not only are there more brands in well-known categories, but also new categories. What caught my attention the most was Technology. I saw ads from Google, Amazon, Facebook, and TikTok, mostly on digital platforms, but the fact that they are on Hispanic linear TV is huge; it means that they understand the reach and power of TV in Spanish.”
