Univision's Steve Mandala on Audience Engagement, Ad Effectiveness

Charlene Weisler amp160What do you think is the reason for UCIamp8217s longer length of tune vs its competitorsSteve Mandala amp160There are two key factorsamp160 Our content and our distribution platforms The breadth and depth of our portfolio in reaching Hispanics across multiplatforms from TV to radio and digital something that no other media company has is what differentiates us from our Spanishlanguage competitorsamp160 Additionally Univision has more hours of regularly scheduled liveamp160programming than any of the Englishlanguage networks setting us apart from our competitors in that arena as wellWeisler amp160Is any specific program or programming genre driving thisamp160 Mandala amp160We see extremely high tunein and engagement for women in daytime even higher than in primetime amp160Sports is a key driver in delivering male viewers and we have more soccer than any other media company in the USamp160 Univision is the undisputed home of socceramp160amp160Overall our audiences are seeking big liveamp160events music and entertainment content that culturally resonatesamp160 Univision has a special connection and unparalleled trust with the Hispanic community amp160Our programming decisions are fueled not only by this connection but also because that is what our audience expects from us amp160With all of our shows or events we foster pride in our culture support viewersamp8217 daily lives and provide optimism towards the future that sets us apart from everyone elseWeisleramp160 How was data used to get your resultsamp160 Mandalaamp160 We used Nielsen data for both television and radio and comScore for digital metrics amp160We looked at average month Total Day with average number of minutes consumed among Hispanics for all measured networks radio stationsamp160and digital properties within each media companyamp8217s portfolioWeisler amp160How does it break out by age and genderMandala amp160The same compelling story is evident for adults 1834 adults 1849 and adults 18plus amp160This indicates that our audiencesamp8217 loyalty transcends all age segmentsWeisler amp160What do you think is the reason for the high level of ad effectiveness for UCIMandala amp160We justify our ad effectiveness success in two dimensions viewing behavior and consumer behavioramp160amp160With viewing behavior the vast majority of our TV viewers consume our content live which leads to top levels of ad engagement amp160Our viewers continue watching their programs even during commercials with commercial retention of more than 90 percentamp160 amp160Also we know Hispanics are more receptive to advertising than nonHispanics amp160Hispanics are 19 more likely to agree that amp8220advertising helps me to keep up to date about products and services that I need or would like to haveamp8221 MRIWith consumer behavior ads that run on Spanishlanguage networks consistently outperform Englishlanguage ads on recall and likeability among Hispanicsamp160 In 2017 alone we saw that Spanishlanguage ads significantly outperformed Englishlanguage ads on all metrics amp160Spanishlanguage adsamp8217 likeability indexed 240 vs Englishlanguage ads amp160We believe the key to the overperformance of Spanishlanguage ads is languageamp160 Even with global campaigns ads that are exactly the same in Spanish language vs English language and the only difference is language we see Spanishlanguage ads consistently performing better on all metrics vs Englishlanguage adsamp160 Additionally recent studies show that audiences exposed to contextually targeted ads have a higher tendency to respond favorably especially within the concepts of language and culture targetingWeisler amp160How does ad effectiveness impact the consumer journey and purchasingMandala amp160Creative continues to be the largest differentiator for campaign performance and positive ROIsamp160 Good creative helps cut through the clutter drives clarity delivers a message to consumers and leads to higher purchase intent and incremental sales amp160Good Spanishlanguage creative speaks to the consumer in culture and inlanguage establishes a dialogue develops narrative storylines leverages culturally relevant humor and uses relatable characters in a familiar setting amp160Our source for this information comes from Nielsenamp8217s amp8220The Secrets to Spanish Language TV ROIamp8221 studyWeisler amp160How does the Hispanic audience compare to total US audiences in terms of loyalty and purchasingMandala amp160From a study conducted in partnership with Acosta we discovered that Hispanic shoppers continue to make more store trips than the total US shoppers amp160We also saw that Hispanic shoppers and total US shoppers on average are spending basically the sameamp160however the Hispanic shopper with kids is outpacing both groups in monthly spend amp160This increased trip frequency and spend provides retailers and brand marketers with more opportunities to engage with Hispanic shoppersIn terms of loyalty when asking Hispanic buyers what factors were most important in deciding what to buy usually brand was the most important reason for brand selection indicating that many are brand loyal buyers across a diverse range of categoriesClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Univision's Steve Mandala on Audience Engagement, Ad Effectiveness

Author

Publish date

Channel

Charlene Weisler

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Univision's Steve Mandala on Audience Engagement, Ad Effectiveness

Enjoying This Commentary? There's More to Love

Charlene Weisler

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies