Targeting Young Viewers to Watch Traditional Television. (November 2021)

• Record Type: Journal Article
• Authors: Lum, Elliot; Martinez, Luisa; Soling, Marcia
• Other Names: Fernandes Juliana guest-editor.; Davis Craig guest-editor.
• Is Part Of: Journal of advertising education. Volume 25:Number 2(2021)
• Page Start: 121
• Page End: 130
• Publication Date: 2021-11
• Subjects: case study -- multiculturalism -- big data -- Spanish language -- strategic communication -- demographics -- music; Advertising -- Study and teaching -- Periodicals; Advertising -- Study and teaching -- United States -- Periodicals; Electronic journals; Periodicals; 659.1071
• DOI: 10.1177/10980482211040501
• Languages: English
• ISSNs: 1098-0482

Abstract

Univision is a brand well-known to Hispanic viewers, but with fragmentation and so many choices within the media landscape, they had to break through the noise effectively. The challenge for Univision was to attract a younger demographic (18–34 year-olds) of loyal viewers to consume Spanish language programming by packaging the use of music and reggaeton in a new telenovela which would showcase premium content that appealed to audiences of all ages. They identified digital, social, radio, and out-of-home platforms consumed by these potential viewers to deliver content and awareness to bring the idea to life. The results exceeded all programming and sales estimates, grew the timeslot's ratings, and brought in a younger audience than any 8 pm telenovela.