State Farm’s heavy involvement with Hispanic-targeted programming at NBCUniversal is set to continue with a presenting sponsorship of the “2011 Billboard Mexican Music Awards” on Telemundo later this month.
Last month, it had a top-line role backing the Alma Awards, which honor Latino entertainers and aired on NBC.
State Farm was the first marketer to ink a deal with NBCUniversal’s cross-platform sales unit aimed at delivering multiple touchpoints with Hispanic audiences. In September, State Farm Advertising Director Ed Gold said more than 20% of the company’s marketing dollars are used to reach Hispanics, which he described as “over-indexing” since the audience is such a crucial one.
For the coming “Mexican Music Awards” on Telemundo, State Farm sponsored a dance contest last week, where winners will attend the Oct. 27 event. It will also have a presence on digital and VOD content.
The awards are a spinoff of Telemundo’s “Billboard Latin Music Awards” show, for which State Farm has been a presenting sponsor for three years running.
Sprint, Volkswagen, Pepsi and T-Mobile are also sponsors of the coming awards. Competitors Sprint and T-Mobile also backed the “Latin Music Awards.”