Blog Advertising Insights

Loyalists and Your Brand Health

By Jessica Rodriguez, President, COO, & CMO, Univision Networks

We recently wrote about one of the tenets of brand health: top-of-mind awareness. Really, the one-two punch of UCI’s scale plus our cohesive community keeps brands alive in Hispanic America’s minds. 

But, what about their hearts? What about the emotional connection? Brand health is not only about how many people you can potentially reach. It’s about how many people could potentially care.

This is where content comes in. You want your brand to surround the content that consumers trust, love and can’t get enough of.  I feel fortunate to say that, for Hispanic America, much of this content lives across UCI. It’s our novelas and soccer, our news and entertainment tentpoles.  It’s the content Hispanics recognize is built for them.

We know this is true because our audience tells us so. In our 2015 brand equity study conducted with Burke, Hispanics said Univision “connects me to my roots and community,” “celebrates the Hispanic culture,” and “cares about me and my heritage” far more than even our Spanish-language competition.

The numbers also speak for themselves. Our viewers don’t flip through channels to find something to watch – they come straight to us. Seventy-three percent of Univision Network’s primetime audience does not watch any of the top English-language networks. On the digital side, 44% of our A18-49 audience doesn’t visit any of the top 10 entertainment sites including ABC Digital and CBS.com. Both those sites can only say the same thing for 16% of their audience on average.

We’ve built up years of brand loyalty by leading with culture across entertainment, news and sports. We’ve come to think of our audience as “loyalists” as a result.

My responsibility at UCI is to look after the health and well-being of our brand and the relationship we’ve forged with our community over the last six decades. As a mission-driven Company we work every day to keep our loyalists engaged by informing, entertaining and empowering them like no other media brand. That relationship is the most important thing we have to offer you.  Allow us to show you what loyalty can really mean for your brand health.

Source: Nielsen, NPM (02/29/2016-03/06/2016) Mon-Sat 8pm-11pm/Sun 7pm-11pm, 6+ minutes qualifier, Live+7. Based on the percent of each networks primetime audience that did not watch any of the other listed networks; English-language networks based on the top 10 in primetime among Adults 18-49 for the week; UCI Networks include Univision, UniMas, Galavision, Univision Deportes and El Rey; comScore, Media Metrix, Audience Duplication, Multi-Platform U.S. A18-49, March 2016. Percent of [P] Univision Digital A18-49 who did not visit any of the top Entertainment TV/Hispanic Ad-Focus digital entities in the month of March 2016. Digital entities based on top 10 Entertainment TV and top 10 Hispanic Ad-Focus properties for the month of March 2016, ranked on Total Audience; comScore, Media Metrix, Audience Duplication, Multi-Platform U.S. A18-49, March 2016. Percent of [S] Univision Sports A18-49 who did not visit any of the top  Sports digital entities in the month of March 2016. Digital entities based on top 10 Sports properties for the month of March 2016, ranked on Total Audience.

 

 

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