Laura Molen VP NBCUniversal
NBCUniversal has already placed 90% of its advertising inventory for the World Cup, almost a month before the event, said Laura Molen, Hispanic Advertising Sales and Lifestyle Executive VP at NBCUniversal in the context of the 2018 Upfront press conference.
“Hispanic consumers are key to boost the growth of brands in almost every key industry,” commented Molen. She mentioned that by 2022 Hispanic consumers will have a US$1.9 trillion purchase power.
“According to marketing experts, no network can reach the total of Hispanic consumers as Telemundo can, and no company can offer a total market solution as NBCUniversal can. We have invested in the solutions to help marketing professionals grow their business by reaching the group of key Hispanic consumers, offering everything ranging from research solutions and advanced advertising to commercial innovation and digital partnerships. Ultimately, the strategy must start with television in Spanish with the variety of content Telemundo has,” she expressed and added that total market is a fallacy.
She mentioned that research conducted by Magna reveals that total market ads do not entirely resonate among Hispanic consumers (61% of these ads do not connect with Hispanics), that culturally relevant ads are the ones that resonate particularly better on TV in Spanish.
“Led by NBCUniversal Telemundo Enterprises, in Spanish, NBCUniversal is the only media company that can reach the Hispanic population in general. Through relevant contemporary content, Telemundo is in a unique position to go beyond language to serve and connect with these powerful consumers, obtaining their attention and loyalty in a unique manner in both languages and on all platforms. Telemundo’s sales efforts are complemented with NBCUniversal’s portfolio approach, the advertising capabilities of industry leaders, and commercial innovation initiatives,” she added.
