Effectv and Broadway Across America Grow Hispanic Theater Audience in Boston, Expand the Effort to Other Markets

Simon Applebaum What is Broadway Across America BAA and what is its objectiveStacy Griffin It39s an organization that represents different theater and theater productions around the country Specifically I work with Broadway in Boston We have other Effectv markets that work with other BAA venues and teams as well Their focus is on diversity equity inclusion accessibility and reaching multicultural audiencesApplebaum How did this relationship come aboutGriffin I39ve worked with them in Boston for about 20 years The media landscape has changed quite significantly They were heavy into broadcast and then all of a sudden it was Effectv with our access to insights from Comcast aggregated data Broadway has its own firstparty data used to provide a detailed layer of information for campaigns but they also have access to data through vendors like Ticketmaster We started having conversations around data and focusing on specific audiences outside of age and genderInvite job candidates to apply live during the Media and Advertising Community39s Black Talent Outreach Week at MediaVillagecom and AdvancingDiversityorg October 1720 Apply for jobssubmit your resume hereamp160Applebaum What39s the focus of this campaignGriffin Reaching Hispanic theatergoers in the Boston market In Boston our capabilities allowed us to identify geographic areas where we can reach these diverse audiences with advertising We can look at the North Andover zone the Lynn zone areas with concentrated communities of Hispanic consumersApplebaum What campaign elements did you recommendGriffin Theater is for everyone That was the overall sentiment during our multiple meetings with BAA Everyone is invited Your race or ethnicity doesn39t matter Because of that we worked internally to help create a TV spot for them that highlights different ethnic groups different ages and different abilities within the spotApplebaum Tell us about the 30second spotGriffin The first 20 seconds highlight the different audiences BAA encourages to attend the theater The last 10 seconds is tagged with whatever show is in town For example we currently have Tina The Tina Turner Musical in town The next show after that will be Hairspray The idea is that we have consistent messaging across all Effectv markets that talks about diversity equity inclusion and accessibility with Broadway theaterApplebaum How long are the individual campaigns for showsGriffin Our campaigns run eight weeks at a time depending on the show Some may run six weeks We39re making a concentrated effort to have BAA brand awareness on air pretty much 52 weeks a yearApplebaum What are the results in BostonGriffin Our efforts are ongoing but when we looked at the Ticketmaster data provided by BAA we learned that prior to the start of the pandemic in 2020 about 2 of the theatergoing audience was Hispanic Now we39ve grown Hispanic theatergoers by about 3 so Hispanic audiences are closer to 5 of the theatergoersApplebaum Will this spot play beyond BostonGriffin We just released the spot to Seattle and Houston Albuquerque and Salt Lake City They are running the spot nowApplebaum Are you getting additional business from individual Bostonarea theaters or productionsGriffin Yes Also I have multiple markets around the country some in areas not served by Effectv that are reaching out to me Some markets not served by BAA are reaching out to me as well This initiative goes beyond BAA This initiative is about becoming more representative of the cities Broadway shows are playing inApplebaum Going forward will this campaign go beyond a TV spotamp160Griffin The sky is the limit and we are working beyond the commercial We have access to Comcast39s Xfinity X1 platform where we39re able to house content and encourage audiences to explore more of what makes Broadway so great Next up we39re working to invite nonprofit institutions and the audiences they serve into the theaterAbout EffectvEffectv the advertising sales division of Comcast Cable helps local regional and national advertisers use the best of digital with the power of TV to grow their business It provides multiscreen marketing solutions to make advertising campaigns more effective and easier to execute Headquartered in New York with offices throughout the country Effectv has a presence in 66 markets with nearly 35 million owned and represented subscribers For more information visitamp160wwweffectvcomClick 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 MediaVillagecomMyersBizNet

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Effectv and Broadway Across America Grow Hispanic Theater Audience in Boston, Expand the Effort to Other Markets

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Simon Applebaum

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Effectv and Broadway Across America Grow Hispanic Theater Audience in Boston, Expand the Effort to Other Markets

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