Univision: Greater connection with the higher company levels

The panelists of the general session Advertising Audiences, Brands, and Budgets in the 18th Annual Hispanic Television Summit.

“In the last four months our capability to connect with higher levels in companies has been bigger than ever,” commented Steve Mandala, president of Advertising Sales and Marketing at Univision Communications Inc.

Along with Mandala, in the panel participated Sandra Alfaro, EVP and managing partner of 305 Worldwide of Horizon Media, and Glenda Villanueva-Marchetta, Leader of Multicultural at a4 Advertising, participated on the panel. The moderator was Sean Cunningham, president of VAB.

Alfaro commented that one of the recommendations he makes to his advertisers is that aside from the numbers -the Hispanic population in the US is 60 million inhabitants and in a few years it is estimated to reach 111 million with purchase power of US$980 billion (2020) growing to US$2.3 trillion in a few years-, people should see these consumers as “the seedbed of what is coming”, since they are innovators and creators.

Alfaro explained that the days when the Hispanic market was thought of as a late idea are over. “Advertisers must be inclusive. Hispanics are consumers that must be from the beginning in the conversation”. He advised focusing, measuring with the right tools, and allying with the experts.

Mandala mentioned that out of the 10 main categories of advertisers, Hispanic consumers are on the top of each one.

He explained that there are different brands that in ten years offering them the opportunity of the Hispanic market, they still don´t act. He said the pharmaceutical sector is where this clearly happens.

“In today’s world, where inclusion and diversity are so important, it is unbelievable that these brands are not informed as to the benefits of talking to this audience,” he said.