Orcí: Los insights hispanos tienen un impacto significativo en otros segmentos
The U.S. Latino audience is very different from the Mexican audience, according to Andrew Orcí, President and CEO at Orcí Advertising, regarding the changes on content management of Televisa and Univision, companies that unified their structures for content production.“The Hispanic audience is mostly bilingual, so they have tons of options when it comes to programming and content, both in English and Spanish. And they are looking for high quality, first rate content.” The content that Univision has aired in the past from Televisa is no longer performing well, warns the executive. While Univision has explored producing content specifically for this market, which they have not done yet, their ratings continues to fall due to how Univision was marketing itself. Nevertheless, Televisa has similar problems in Mexico.” Orcí points out that, with so many options and the rise of digital delivery of content, it is imperative to know the audience. “In advertising, we place an enormous amount of resources in understanding audiences and how brands fit into their lives. It should be no different in entertainment. There is a hunger for content that captures the U.S. Latino experience, a culture that owns it all.”
