At Univision's Premio Lo Nuestro, the Big Award Goes to Brands

Univision pulls out all the stops for the live telecast which will run on linear TV and Univision streaming platforms The Spanishlanguage media company also offers extensive opportunities for brands and fans on digital and social media For instance TMobile will take fans behind the scenes on Latin stars CNCO39s and Manuel Turizo39s social platforms Dolby will showcase its new Atmos technology as part of a twoday onsite activation in partnership with J Balvin The J Balvin Immersive Experience will feature audiovisual and custom content experiences including an exclusive Augmented Reality AR social filter with artwork from the star39s upcoming album that will be visible on the accounts of Univision talent Migbelis Castellanos and Univision Creator Network influencer Mario Ruiz as well as on the Dolby and Univision social platforms And Universal is taking advantage of the live audience to spotlight its upcoming Trolls World Tour movie with an exclusive trailer For its second year with the special State Farm is debuting a custom vignette featuring superstar Sebastian Yatra and capturing live video of fans in the quotState Farm Community Fan Pitquot that will appear following the close of Yatra39s performanceThese are just a few ways that marketers are capitalizing on the music event39s enormous reach Last year39s broadcast attracted 7 million total viewers and ranked as the season39s toprated music awards show with Hispanics regardless of language As the buzz for the show builds MediaVillage39s Alli Romano spoke to Univision39s president of ad sales and marketing Steve Mandala about this year39s marketing innovations how live events still deliver for brands and whether the ad community finally understands the power of the Hispanic audienceAlli Romano As this event grows your roster of sponsors and types of activations does too What are some highlights for this yearSteve Mandala We have a great lineup of sponsors because this is one of the best specials on television in English or in Spanish One highlight is TMobile They39re in their eighth year of sponsorship and every year we find new ways to energize and reinvent what they do They sponsor our redcarpet show and we do a magenta carpet which is their color They have musical talent they work with on an ongoing basis who are in the show and closely aligned with UnivisionDolby is a firsttime sponsor and they39re doing an experiential activation around their audio technology beginning today which is a great way for consumers to tie in We also have State Farm the US Census Bureau and Universal PicturesWe39ve been doing this for decades This show is an acknowledged leader and it39s consistent with our strategy of big liveevent content that aggregates audiences not only through linear but also through our social handles through our digital content and through all of our platforms including audioAlli Romano How does the US Census Bureau sponsorship represent Univision39s sponsorship goals and social advocacy effortsMandala Our stated purpose is to inform empower and entertain and this sponsorship combines all three We certainly are entertaining our audience but the Census empowers and through their sponsorship they39re going to inform our audience on how to use the Census and what it meansI39ll just say it works the opposite too This is a perfect place for the US Census Bureau to be because our mission lines up exactly with what they39re trying to do In 2020 there39s nothing that39s more important for our audience than the US Census or the general election which are closely tied togetherAlli Romano Marketers have more choices than ever for their ad dollars What is the value proposition to advertising in a major event like thisMandala Music is a passion point and cultural binder for our audience and marketers really do see the value It crosses a lot of demographics including countries of origin age and gender Also the strategic value of big live events like this is that they aggregate audiences and create live engagement Today that equals news sports and music tentpoles and this fits in perfectly The proof is that 90plus percent of our primetime audience is still watching live Englishlanguage networks today are happy if they get to 55 percent live We39re at 90 dayin and dayout let alone for things like our music tentpoles big sports properties and news coverageAlli Romano As the show has grown how have you expanded marketing offerings on linear and digitalMandala Today39s marketers are looking for things that deliver those big aggregated audiences but they39re also looking for strong marketing tieins As we39ve expanded the footprint beyond linear to digital both online and social we39ve found new ways for sponsors to become more involved The activations in the digital world give the event a life beyond the special itselfLast year39s show was our thirdhighestranked special for social engagement after the Latin GRAMMYs and Premios Juventud and the thirdhighest for social among all broadcast and cable English and Spanishlanguage entertainment shows with only the GRAMMYs and the Academy Awards generating more social activity That level of social activation speaks to the stickiness and the engagement that the content has with our viewers users and listenersAlli Romano Your major sponsors represent a broad crosssection of major ad categories Does that indicate the ad industry finally on board with the power of Hispanic audiences or are you still banging down doors to educate brands and agenciesMandala Those who are active see huge value and they get results from it But we are still constantly doing evangelical work to help advertisers and marketers who are not currently active understand the value in the size of the opportunity that they have What this diversity says is that the Spanishlanguage market is a vibrant place and a diverse group of categories is having success addressing our consumersUpdateamp160February 24 2020 Read how Univision39s 32nd Annual Premio Lo Nuestro was the biggest winner outperforming the big three networksPhoto credit Univision Communications IncDon39t stop now Read more fromamplt Univision InSites on its diverse media portfolioClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

At Univision's Premio Lo Nuestro, the Big Award Goes to Brands

Author

Publish date

Channel

Alli Romano

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

At Univision's Premio Lo Nuestro, the Big Award Goes to Brands

Enjoying This Commentary? There's More to Love

Alli Romano

Cookies