Telemundo Communications Group and Starcom Mediavest Group announced the roll out of the next phase of its Beyond Demographics study, a groundbreaking approach to understanding the various psychographic segments of U.S. Hispanics in America 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.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. This research allows us to accurately reflect Latinos and our “uniquely American” culture in our content from broadcast to cable to digital to mobile,” said Jacqueline Hernández, COO of Telemundo.
