Digiday Hot Topic Advanced TV | Telemundo
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Targeting the young, Hispanic consumer is a business imperative for brands. The Hispanic population in the US is growing rapidly and younger than the general population. Hispanics spend more time consuming online audio and video on their smartphones compared to the total US population. They are a content-hungry audience that spends significant time watching video across desktops and smartphones. NBCUniversal delivers Hispanic audiences at scale through Telemundo and its premium content, digital partnerships, and data and targeting solutions.
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Digiday Hot Topic Advanced TV | Telemundo
- 1. Targeting the Young, Hispanic Consumer By Borja Perez SVP Revenue Strategy & Innovation
- 2. LATIN X! Are A Business Imperative
- 3. • ACCELERATINGPROJECTIONSFORPOPULATIONGROWTH 3 Source: Neilsen / Diverse Intelligence Series| 2019
- 4. 4 SettingNewStandardsForBrands More Valuable Customer + = Years Younger vs. NHs (27 Median Age) 15 Younger 18More Years of Buying Power than NHs BuyingPower 3Years Longer vs. NHs (82 Life Expectancy) LifeExpectancy 27%(vs. 16% of NHs) Multigenerational HH 3.3People at Home (vs. 2.4 for NH) Larger HH 49% Live with Children (vs. 27% of NHs)
- 5. • ONLINEAUDIOANDVIDEOONSMARTPHONE At 69%, LatinX adults 18 + have the highest share of online time spent consuming audio and video; that’s 15 percentage points higher than for the total U.S. 5 Source: Neilsen / Diverse Intelligence Series| 2019
- 6. 6 A ContentHungryAudienceAcrossAllScreens Source: Nielsen Total Audience Report Q2’18, base A18+. watching video on desktop 3hrs 23mins +37mins vs. Total U.S. watching video on smartphone 2hrs 42mins +1.05hrs vs. Total U.S. on social networks on mobile 6hrs 16mins +52mins vs. Total U.S. streaming audio on mobile 1hrs 11mins +6mins vs. Total U.S. Time Spent Per Week
- 7. With Telemundo At Its Core, NBCUniversal Delivers Hispanic Audiences at Scale 7 Premium Content Digital Partners Capabilities • Data & Targeting Solutions • Insights & Measurement • Technological Innovation • Digital Partnerships • Custom Creative Solutions Reaching 99% of Hispanic A18-49 every month
- 8. • HISPANIC:SUPREMESTREAMERS 8 UBER MEDIA USAGE 80% SVOD Penetration (vs. 68% NHs) 92% Mobile Penetration 5.1h Time watching video on desktop (+1.1H vs. NHs) (1) Nielsen N Power UE Market Breaks, A18-49, 16.17 STD (9/19/16-3/19/17) (2) State of Viewing & Streaming 2018, (3) Horowitz Research. Horowitz Research FOCUS Latino Report, 2018. CONFIDENTIAL AND PROPRIETARY INFORMATION OF NBCU TELEMUNDO ENTERPRISES – FOR INTERNAL USE ONLY – DO NOT DISTRIBUTE
- 9. 9 • COMPETITIVELANDSCAPE US HISPANICS OVERINDEX ON SVOD/VIDEO PLATFORM PENETRATION
- 11. • STRATEGICAPPROACH 11 CONTENT TARGETPLATFORM AUDIENCE DATA RESULTS DATA AUDIENCE DATA
Editor's Notes
- U.S. Hispanics are a business imperative. Marketers cannot underestimate the power of this audience to drive growth. Today, we will demonstrate why this audience is critical for brand growth, how NBCUniversal is putting its money where its mouth is by investing in Telemundo and how marketers can leverage the scale, engagement and impact of Telemundo for their business.
- U.S. Hispanics are a business imperative. Marketers cannot underestimate the power of this audience to drive growth. Today, we will demonstrate why this audience is critical for brand growth, how NBCUniversal is putting its money where its mouth is by investing in Telemundo and how marketers can leverage the scale, engagement and impact of Telemundo for their business.
- Hispanics are younger and live longer, meaning they offer a longer lifetime value to brands. Hispanics have 18 more years of effective buying power compared to non-Hispanics. And when we look at their household composition, Hispanic households are larger, more likely to include children and multigenerational. This means that Hispanic shoppers, have more people to buy for in their homes, which often leads to more frequent shopping trips and larger basket sizes. And, shopping for multiple family members means needing a variety of products for the youngest to oldest members of the household.
- They are more engaged across all screens and spend more time with media than non-Hispanics. They surround themselves with the content that they want, when they want, across devices.
- First, you must recognize that no other media company can be your ONE partner for reaching the total U.S. Hispanic population. With Telemundo at its core, NBCUniversal delivers Hispanic audiences at scale. On any given month, we reach 99% of U.S. Hispanics.