U.S. HISPANIC
Beau Ferrari at NBCUniversal: Telemundo’s content is authentic and culturally relevant
Maribel Ramos-Weiner| 15 de septiembre de 2023
Bill Bradley Adweek Beau Ferrari NBCUniversal
For Beau Ferrari, Chairman of NBCUniversal Telemundo Enterprises, the formula for reaching US Hispanics is “authentic and culturally relevant content.” During the Chairman’s keynote at the 21st Annual Hispanic Television Summit, Ferrari highlighted that by 2050, Hispanics will reach 100 million. Bill Bradley, Adweek‘s Deputy TV Editor, moderated the talk.
Ferrari referred to the profound influence of Hispanics in popular culture, mentioning cases such as the arrival of Lionel Messi to Inter Miami, his impact on US soccer and social media, and the incredible rise of Bad Bunny in the last five years.
“We are reaching Hispanics within the NBCUniversal portfolio using every way we have and attracting advertisers with our authentic content. Telemundo is culturally relevant nationally, locally, and on streaming,” he commented.
He recalled that the 2023 FIFA Women’s Cup saw the largest audience ever for this event on Peacock. “It was a great opportunity to reach audiences. Women’s soccer has gained momentum in the US. The Cup exceeded what we experienced in France.”
According to Ferrari, the core of Telemundo’s DNA is in franchises such as Exatlón EE UU, La Casa de los Famosos, and their content. He said authenticity, relevance, family, and bold characterize a Telemundo show.
As part of the talk, Telemundo displayed the video of its campaign for Hispanic Heritage Month, one of the featured phrases being, “Dale pa´lante, be the next story told.”
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Beau Ferrari has been named EVP of NBCUniversal Telemundo Enterprises
