Telemundo, Starcom Mediavest Align for Hispanic Research

NEW YORK: Starcom MediaVest Group (SMG) is working with U.S. Hispanic broadcaster Telemundo for a research initiative that aims to give advertisers a better understanding of Latino consumers—a demographic that stands at about 45 million people with a buying power of more than $860 billion.

Inspired by Starcom’s "Beyond Demographics" initiative, the Latino Identity project includes the formation of a Leadership Consortium with representatives from the U.S. Hispanic community. Members include CAA agent Christy Haubegger; Jose Marquez, the VP of digital media at mun2; music and film director Jessy Terrero, and representatives from educational, religious and cultural institutions. 

"Our mission is to spark the conversations that begin our exploration into the Latino experience in the U.S. and really capture the richness of the community," said Monica Gadsby, the CEO of SMG Multicultural, a division of Starcom MediaVest Group.  "As the face of America changes, the ‘general market’ is increasingly a multi-cultured market, and we share a commitment with Telemundo to provide our clients with a more accurate depiction of the total-market experience."

Jacqueline Hernandez, the COO of Telemundo, added: "Looking at the U.S. Latino market, there is no question that this is a powerful consumer. It is also the fastest growing segment made up of a variety of psychographic sub-segments. Together with Starcom MediaVest Group, this research project will allow us to gain unique insights into the U.S. Latino consumer—their mindset, what they want, when they want it and how they want it conveyed."