Marketers Turn to Spanish-Language 'Event' TV
NY Times, Wednesday, February 22, 2006 11 AM
Major marketers are turning to Spanish language "event" television programming to increase awareness of their brands in the Hispanic community. The show attracting advertisers is a music awards program called "Premio Lo Nuestro a la Música Latina" that is one of the most-watched programs among Hispanic audiences, attracting 6.3 million viewers last year. The show will be broadcast tomorrow evening on the Univision network, and advertisers planning to run commercials during the show include Wendy's International and PepsiCo. "We've got some ground to make up in awareness and relevance with the Hispanic consumer," said Ian B. Rowden, executive vice president for marketing at Wendy's in Dublin, Ohio. "This is a major step forward for us." Event television--like the Super Bowl and the Oscars--is popular among marketers because viewers are more likely to watch it live rather than tape it for later. As such, they are more likely to see the commercials.
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