U.S. HISPANIC
Estrella Media: The Hispanic audience is in itself addressable
Maribel Ramos-Weiner| 13 de mayo de 2022
Steve Mandala de Estrella Media en NewFronts
In a world of media that aims to target audiences and remove ethnicities, “it is worth noting that Hispanics are already an addressable audience with specific consumer and psychographic characteristics that can be achieved through our OTT platform and FAST channels”, Steve Mandala, Chief Revenue Officer and Local Media Officer of Estrella Media pointed out during the NewFront.
Mandala led the presentation alongside Hanna Bolte, Senior VP of Marketing, Communications, and Talent Relations; Brian Fisher, SVP of Digital Sales and René Santaella, EVP, of Digital Media, and Streaming.
“For marketers who are looking to grow in the market, they should invest in the Hispanic consumer, since it is the only segment of our country that is growing in population and purchasing power,” said Mandala.
Mandala mentioned the historic agreement they reached with TV Azteca where in the next two years both companies will co-produce more than 600 original hours and this content will be available on the Estrella Media platforms in the third quarter of the year. “We will present the specific linear and digital plans at our Upfront on Monday, May 9.” He said that in the last two years Estrella Media has evolved into a multi-platform media company with a portfolio of media assets that meets the needs of every marketer. “We are very proud of our growth but we aspire to grow more.”
He highlighted that Estrella Media’s digital portfolio reaches 30 million consumers monthly and represents 4,000 million minutes per month.
Santaella announced that they will launch four initiatives that will debut digitally first: the fifth season of Rica Famosa Latina; The Pantry, a complement content for the new season of Latin MasterChef; the prelude and the Radio Awards; and for the third quarter, the expansion of the franchise Tengo Talento Mucho Talento with the new format El Rancho. He also mentioned the launch of a fourth FAST channel, Cine Estrella TV, in partnership with LG, and new distribution agreements with Fubo TV and Samsung TV Plus.
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