Laura Molen, EVP, Lifestyle and Hispanic Advertising Sales Group, NBCUniversal
Laura Molen, EVP, Lifestyle and Hispanic Advertising Sales Group, NBCUniversal, presented during the press webconference regarding the upfront, some finding of the recent study Love Quotient, conducted by Coherency to determine Telemundo´s audience level of engagement with the brands and services advertised on their screen.
“The Hispanic audience is changing and Telemundo is growing double digits, while Univision is dropping. We notice this change because the programming we offer is for all US Hispanics, the 200% (100% latino and 100% Americano)” pointed out Molen.
She explained that they conducted a study that allowed them to determine that if advertisers don’t invest at least 50% of their dollars in Telemundo, they are not reaching as many consumers as they could because Telemundo offers a greater reach of US Hispanics. “We have been telling our advertisers this, that when we combine it with the Coherency study, it presents a very powerful story,” she said.
“One of the hypothesis we had was that the audience’s passion for Telemundo also translates into passion for the products that are announced on their screen. We worked with Coherency on that and one of the findings that thrilled advertisers most is that a Telemundo TV viewer is 31% more attentive to an ad and 26% more of them will search online for information on that product than a Univision TV viewer,” she added.
