Unprecedented Tracking Technology to Generate First-Ever, Cross Media Measurement of Television, Online, Mobile and Social Media Behaviors of Spanish Dominant Hispanic Viewers and Bilingual Hispanic Millennials
MIAMI/SAN FRANCISCO – June 10, 2013 – Telemundo Media, a division of NBCUniversal and a leading 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 led 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.”
Buchwalter, Friend and Liebman will be discussing the emergence and promise of client proprietary cross-platform media measurement at the ARF Audience Measurement 8.0 conference in New York City on June 11.
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About Symphony Advanced Media
Symphony Advanced Media, the pioneer in single-source cross-media measurement, is a leading media research and data technology firm that measures integrated media consumption and resulting behaviors, enabling advertisers, agencies and publishers to optimize media strategies and maximize advertising performance. Their founding principles include:
- Unparalleled focus on individual, single-source, real-time cross-media measurement
- A firm belief that passive measurement is better than stated measurement
- Commitment to reaching new levels of advertising effectiveness accuracy
Learn more about Symphony Advanced Media at www.symphonyam.com
About Vision Critical
Vision Critical is the world’s leading provider of insight communities, currently supporting over 650 brands worldwide. We build software and provide comprehensive services that empower organizations to engage groups of customers and stakeholders on a continuous basis for the express purpose of extracting and managing insight to drive better, faster decisions. Learn more about the fastest-growing solution in market intelligence, meet our global partners and view our client stories at www.visioncritical.com. Follow us on Twitter https://twitter.com/visioncritical.
About Telemundo Media
Telemundo Media, a division of NBCUniversal, is a world-class media company, leading the industry in the production and distribution of high-quality Spanish-language content across its multiplatform portfolio to U.S. Hispanics and audiences around the world. Telemundo’s multiple platforms include the Telemundo Network, a Spanish-language television network featuring original productions, theatrical motion pictures, news and first-class sports events, reaching U.S. Hispanic viewers in 210 markets through its 14 owned stations and its broadcast and cable affiliates; mun2, the preeminent voice for bicultural Hispanics in the U.S. reaching TV households nationwide on digital and analog cable, and satellite; Telemundo Digital Media, which distributes Telemundo’s original content across digital and emerging platforms including mobile devices, WWW.TELEMUNDO.COM and WWW.MUN2.TV; an owned and operated full power station in Puerto Rico that reaches 99% of all TV households in that DMA; and Telemundo Internacional, the international distribution arm which has positioned Telemundo as the second largest provider of Spanish-language content worldwide by syndicating content to more than 100 countries in over 35 languages.
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