Laura Molen VP NBCUniversal
NBCUniversal has already sold 90 percent of its advertising inventory for the soccer World Cup almost a month before the tourney, said Laura Molen, Executive VP for Hispanic Advertising Sales and Lifestyle at NBCUniversal, during the 2018 Upfront press conference. “Hispanic consumers are key to boosting brand growth in almost every consumer industry” Molen said, adding that by 2022 Hispanic consumers are estimated to have a combined purchasing power of around $1.7 trillion. “According to marketing experts, no network can reach the total number of Hispanic consumers like Telemundo can, nor can any company offer a total market solution like NBCUniversal can. We have invested in solutions to help marketing professionals grow their business by reaching the key Hispanic consumer group, offering everything from research and advance advertising to commercial innovation and digital partnerships. Ultimately, the strategy must start with television in Spanish featuring the variety of content Telemundo has on the air,” she said, while insisting that the “total market” concept is a fallacy. Why a fallacy? Because, she said, research conducted by Magna reveals that total market ads do not resonate all that well among Hispanic consumers (61percent of these ads do not connect with Hispanics), and that culturally relevant ads are the ones that get the best reception on Spanish-language television.
