Telemundo Media, a division of NBCUniversal and the largest producer of Spanish-language prime time content for audiences in the U.S. and around the world, Vision Critical, the leading provider of insight community technologies and Symphony Advanced Media (SymphonyAM), the pioneer in single-source, cross-media tracking technologies, announced today the creation of “Mi Telemundo” and “Tu Pulso Latino,” two ground-breaking custom insight communities that will measure and translate four screen media consumption by Hispanic viewers.
Telemundo, in tandem with Vision Critical, will develop a custom 5,000-member viewer community while integrating SymphonyAM’s portable cross- media tracking technology to provide the industry’s first-ever, single-source cross-media measurement of Hispanics’ television, online, mobile and social behaviors.
“Mi Telemundo” targeted for Spanish dominant Hispanic viewers and “Tu Pulso Latino,” targeted for bilingual, millennial Hispanic viewers, will inform and inspire a deeper understanding of Hispanic viewers’ influences and desires via automatic content recognition (ACR) data combined with survey-based responses, and uncover never before seen consumption trends via SymphonyAM’s patent-pending passive measurement technology that continuously runs in the background of the panelist’s smartphone, tablet or PC. This unique methodology provides higher levels of accuracy in cross-media consumption and advertising effectiveness that historically has not existed in the industry and will enable Telemundo and its client partners to gauge the attitudes, emotions and needs that drive Telemundo’s core and millennial viewers.
“As an authority on Hispanic trends and creators of original content, Telemundo is proud to continue its ongoing legacy of research leadership with ‘Mi Telemundo’ and ‘Tu Pulso Latino,’ which will offer deeper benefits and insights specifically created to give our marketing partners a competitive advantage and influence the direction of our original programming,” said Jacqueline Hernández, Chief Operating Officer, Telemundo Media. “Telemundo’s venture with these partners breaks new ground, providing us with real-time intelligence of our users across all four screens.”
These initiatives continue Telemundo’s innovation of providing Hispanic research and insights particularly in the measurement of the influential demographic of millennial viewers. This expertise lead to the creation of mun2, the first ever Hispanic youth brand network, and innovative studies such as “me2,” an ethnographic study on the young Latino in America and coined the term “Gen YLA,” and “Beyond Demographics: Latino Identity.”
“With the exponential growth of Hispanics’ spending power increasing to more than $1 trillion annually, these new audience insight communities will provide Telemundo unique, best in class intelligence on detailed passive media behavior, as well as the attitudes, emotions and need states that drive this behavior, for these highly influential groups of consumers,” said Gregg Liebman, Senior Vice President, Sales Strategy and Insights, Telemundo Media. “We are excited to utilize these advanced technological tools to not only enhance the viewer experience across multiple screens but to also help our advertising partners grow their businesses.”
Charles Buchwalter, President & CEO of Symphony Advanced Media, said: “For years the media industry has been frustrated by the lack of progress in accurately tracking single-source cross-media behaviors. We are thrilled to enter into this partnership with Telemundo Media --the combination of their Hispanic viewer communities with Vision Critical and SymphonyAM’s technology platform will provide the industry much-need visibility into this rapidly expanding consumer base.”
Bruce Friend, President of Global Media and Entertainment at Vision Critical added, “We are pleased to be expanding our existing relationship with Symphony Advanced Media through their syndicated MediaPulse panel and to offer this groundbreaking, custom cross-platform audience measurement community for Telemundo. This will now provide them with a truly evolutionary, new insights platform to intimately understand the intricate habits and motivations behind their most important audiences.”