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Telemundo & Starcom Mediavest Group release next phase of Beyond Demographics study.

Telemundo Communications Group and Starcom Mediavest Group announced the roll out of the next phase of its Beyond Demographics, a study to understanding the various psychographic segments of U.S. Hispanics in America today.

The recent research collaboration, the Latino Identity Study, illuminates the expected, as well as the unexpected archetypes that exist in the Hispanic market today. To better understand the market, the study looks at twelve (12) unique segments, each with their own attitudes and psychographics that define and drive consumer behavior.

Integrating this Latino Identity study with syndicated media services provided by Simmons and Nielsen takes this research one step further and transforms the rich insights revealed into actionable ones. Using these data services, Telemundo will be able to define how each identity interacts and consumes its content by daypart, by hour, so advertisers can efficiently plan and measure their targeting and marketing objectives across all segments. This innovative application allows Telemundo and its clients to define who they are reaching in a much deeper way by combining demographic and psychographic data for increased effectiveness.

Telemundo will be weaving the data from individual identities into characters and stories, as well as the overall themes of cultural and linguistic dexterity which reflect the new mainstream of our world today. As part of the actionable insights, Telemundo will use these findings to reach the “new Latina woman” or Modern Independent Achiever (MIA) through “MIA Mundo,” a robust multi-platform, branded entertainment short-form content format that connects U.S. Hispanic MIA with women of like minds, interests, and points of view. Advertisers will be offered customized sponsorship opportunities across broadcast, digital and mobile platforms as well as via local activations.

“Creating content that speaks to and reflects the cultural dexterity of U.S. Hispanics today is at the core of what we do across the multiple media vehicles that Hispanics use to consume media in the U.S. today,” said Jacqueline Hernández, Chief Operating Officer, Telemundo. “This research allows us to accurately reflect Latinos and our “uniquely American” culture in our content from broadcast to cable to digital to mobile.”

“We all know that the Hispanic population represents a huge growth opportunity. Like most other segments, it is not a “one-size-fits-all” solution. This is a diverse and fascinating consumer market. The Beyond Demographics study allows us to create deeper content and connection with our consumers and, in partnership with SMG, with our advertisers as well,” continued Hernández.

http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=30837

Spanish-Language Media Launch Drive to Get Hispanics to the Polls .

Days before the midterm elections, Spanish-language media have unveiled a get-out-the-vote blitz to energize Hispanic voters, whose turnout could be decisive in many races.

In a campaign called “Tu Voto, Tu Futuro” (Your Vote, Your Future), newscasts on Telemundo, the second-largest Spanish-language network, this week have devoted segments to such questions as how to vote and the importance of voting. Telemundo’s website and social media are also participating.

People arrived to vote at the Albright United Methodist Church Nov. 4, 2008 in Phoenix, Ariz

Meanwhile, Univision, the largest Spanish-language network, has teamed up with the National Association of Latino Elected and Appointed Officials, a non-partisan group, and ImpreMedia LLC, the largest Spanish-language publisher in the U.S., in another campaign that began airing this week.

“There are 12 million Hispanic registered voters…If we all vote on Nov. 2, we will make a decisive impact,” says one spot featuring Judge Cristina Pereyra, star of the network’s court show, “Veredicto Final” (Final Verdict).

“We are going to be banging the drum of ‘You have to go vote, you have to go vote,’” said Ramon Escobar, Telemundo’s executive vice president of network news, in an interview.

Although Latinos are projected to make up less than 10% of the nation’s voters in November and are less likely to cast a ballot than the rest of the electorate, their participation could be decisive in states like Arizona, California, Colorado, Florida, Nevada and Texas, which have large Hispanic populations and competitive races.

A strong Latino turnout is particularly important to the Democratic Party as it struggles to hold on to seats in the House and Senate. In southwestern states, Latinos lean Democratic. In New Mexico last year, 66% were registered as Democrats, while in Arizona 51% were Democrats and in Colorado the number was 52%.

It is unusual for mainstream media companies to mount a public-service effort that seems to benefit a particular constituency. But Spanish-language media traditionally have sought to serve an educational role for their audience, and they see encouraging civic participation as central to their mission.

“The political empowerment of Latinos has been a priority for Univision for some time, as we believe it is the only way elected officials will address the issues that concern and affect the community,” said Maria Elena Salinas, co-anchor of Univision Network News, who appears on one of the several public-service announcements the company is airing.

“The spots are nonpartisan PSAs that promote national civic engagement,” a Univision spokesman said.

Not everyone in the Hispanic community has been enthusiastic about getting about the vote. The campaign comes on the heels of an ad by a conservative Latino group that aired briefly in Nevada, calling on Hispanics to stay away from the polls because Congress had failed to pass an immigration overhaul.

“That ad underscored the need to make sure the community understands the privilege and responsibility to vote,” said Mr. Escobar.

Despite the swelling importance of Latino voters, Spanish-language media haven’t normally garnered the attention of political candidates because they are perceived as having the eyeballs of illegal immigrants or of non-English speakers alienated from the political process.

That perception appears to be changing. This season, Univision hosted a debate with gubernatorial candidates in California and Florida, as well as Senate hopefuls in Florida. The chairmen of both the Democratic National Committee and the Republican National Committee appeared on Al Punto, a Sunday morning talk show on the network.

President Obama visited the studios of Univision radio in Los Angeles last week for an interview with popular talk-show host Eddie “Piolin” Sotelo. The president said he shared Latino frustration over lack of an immigration overhaul, which he had promised to deliver during his first year in office. An interview with Michelle Obama aired Thursday on the show.

About 60% of registered Hispanic voters cast a ballot in the last midterm election, in 2006, compared with 71.5% for the rest of the U.S. voting population. A poll released this week by Latino Decisions, an independent pollster, found that 60% of Latino voters now say they are “very enthusiastic” about voting, up from 41% in early September.

The election-information hotline set up by the National Association of Latino Elected and Appointed Officials, advertised on Univision TV and its website, received more than 1,200 calls on the first few hours of operation Tuesday. The hotline is funded by the Carnegie and Ford foundations, among others.

“It’s a higher call volume than we expected,” says Evan Bacalao, the organization’s senior director of civic engagement. “There is heightened interest among Latinos.”

Pollster Matt Barreto, who teaches political science at the University of Washington, attributed the surge in enthusiasm to what he described as an anti-immigrant tone in some Republican campaigns, coupled with the get-out-the-vote efforts.

The ad urging Latinos not to vote aired five times on Univision’s Spanish-language radio in Nevada before the company pulled it. A Univision spokeswoman described it as an “oversight.”

On Telemundo last weekend, Robert de Posada, president of Latinos for Reform, which produced the “Don’t Vote” ad, said it was a “mistake.”

In an interview Thursday, Mr. de Posada said, “If I had to do it all over again, I would play with the words.”

“We are telling people when you go vote, go vote for state representative, school board, governor,” he said, but not for Congress that failed to pass immigration reform. The ad had actually helped motivate Latino political participation, he added. “What you are going to see is more engagement.”

http://online.wsj.com/article/SB10001424052702304316404575580303569535716.html