Plus, looking forward, the Paris Olympics in 2024 and the 2026 Men’s World Cup present even more opportunities.
And scripted and unscripted programming, including franchises such as La Casa de los Famosos and El Señor de los Cielos, continue to perform, with Telemundo growing 9% in prime time to-date in 2023 and quarter-to-quarter prime growth reaching 44%.
“It’s top artists. top talent and the best of entertainment, news and sports across all platforms,” Ferrari said.
Reaching consumers at scale
And cross-collaboration with NBCU continues to be a pivotal part of the strategy.
Recent highlights, in addition to Telemundo’s Super Bowl collaboration with NBC Sports, include Top Chef VIP, Telemundo’s version of the long-running Bravo franchise, and several productions filming at the Telemundo Center in Miami, such as NBC’s Miley’s New Year’s Eve Party and Jose Diaz-Balart Reports on MSNBC.
Along with NBCU, the company creates scale among the Hispanic demographic, telling Adweek it reaches nine out of 10 Hispanics in the U.S. every month.
“We don’t stand alone, obviously, in all of this,” Ferrari said. “With NBCU’s TV and streaming portfolio, and collaborations with NBC News and others, we’ve been able to do this across entertainment news and sports content, and do it at scale and in both languages, like no other media company to reach the largest number of Latinos.”
To showcase the brand, NBCU will highlight “Telemundo moments” during its upfront presentation at Radio City Music Hall on May 15.
“It’s a big part of it,” said Mark Marshall, president of advertising sales and client partnerships at NBCUniversal, speaking to the importance of showcasing Telemundo in the upfront presentation. “The differentiator between us and a lot of the other major media companies is that we can reach English language and Spanish language for marketers. They don’t need to bifurcate their buys.”
The U.S. Hispanic market has around $2.5 trillion in spending power, and Marshall told Adweek that marketers are realizing their growth needs to come from multicultural audiences, especially the Hispanic market.
“It used to be a marketplace that was really driven by auto, retail and restaurants, but we saw huge growth last year in tech, travel and pharma. And travel and pharma both were upwards of triple digit percentages year-over-year,” Marshall said. “As we’re going into this marketplace and upfront time period, really concentrating on continuing to see these different categories really lean into the Spanish language marketplace has been fulfilling.”
