Tag Archives: Univision Communications

Live from #MediaInsight: The Life of the Novela

Elizabeth Ellers, Executive Vice President, Corporate Research, UNIVISION COMMUNICATIONS, offered us a Novela-cation.

The most popular Television genre in Hispanic America is Novelas, an unparalleled phenomenon. The big three for Hispanic American viewers are News, Soccer and Novelas. Novelas are viewed by 20 Million per week, including Hispanic males.

Novelas are more movie like than regular Television. Comparing Novelas to Soap Operas are not a fair comparison, Novelas have top talent, A-list dramatic actors with lavish productions, core cast throughout entire series and have a middle and end (150 episodes, 1-hr format).

Themes include Rags to Riches, love triangles, star crossed lovers, sibling rivalry and class struggles and keep up with modern life. Ugly Betty started as a Colombian, 1999 Novela. The very best Novelas stand the test of time, connecting generations of Hispanic women.

Hispanic America is OBSESSED with Novela Stars and their lives. Novelas create crossover stars, a good example is William Levy, who starred in 8 Novelas from 2006-2013, others include Salma Hayek, Gael Garcia Bernal, and Diego Luna.

Talent Trumps Looks

1. Strong acting skilles
2. Charm
3. Intelligence

Meet the Novelero (the Novela Fan)

45% of Hispanic adults consider themselves Novela die-hards
8 out of 10 viewers watch night after night
Average watcher views 4 different Novelas at the same time
62% says reminds them of roots
39% love the drama
Over 90% watch Novelas live
60% watch with a friend or relative
1/3 of women 18-49 watch with a man

Connecting with family and culture is a strong driver of viewing, it’s a shared family past time that transcends gender and generations.

Novelas viewers aren’t watching top-rated E-L Broadcast and Cable Dramas. Viewers are passionate and both Spanish dominant and bilingual.

Eva Luna Buick from Univision Insights on Vimeo.

ABOUT THE AUTHOR

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

The World’s Best Insight Event Tackles Media Engagement

A week ago, The Market Research Event broke records, nearly 1,300 research and insights professionals were in attendance. The number of connections made and best practices shared was legendary… it truly was the “World’s Best Insights Event.”

Now, we’d like to introduce you to the newest addition to the TMRE family, The Media Insights & Engagement Conference, developed with the same commitment to quality and dedication to driving the industry forward.

The Media Insights & Engagement Conference will unlock new insights to drive growth and influence smarter decision making, specifically as it relates to media engagement. Program highlights include:

‘ 9 World-Class Keynotes Take the Stage, including:
o Elizabeth Ellers, Executive Vice President, Corporate Research, Univision Communications
o Tom Ziangas, SVP Research, AMC Networks
o Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems
o Jeffrey Graham, Global Ad Research Director, Twitter
o Fred Leach, Head of Measurement Research, Development & Partnerships, Facebook

‘ 35+ Sessions to Choose from, giving you the power to create your own agenda. Choose the sessions YOU want to learn more about, and move freely between the 3 concurrent tracks as much as you like

‘ 40+ Cross-Industry, Media Insights & Engagement Experts share best practices and what’s on the horizon from our industry. Hear from A+E Networks, Netflix, Redbox, Warner Bros., AMC, Viacom, Time, WE tv, National Geographic, ESPN and more

‘ 0 Commercialism from the Platform

And much more. Download the brochure for the complete agenda and session descriptions.

Introducing The 2014 Media Insights & Engagement Conference

The producers of The Market Research Event and Shopper Insights in Action are proud to present you with the newest addition to our research portfolio, The Media Insights & Engagement Conference.

Over three days, The Media Insights & Engagement Conference will unite all the key players in the media industry, including Cable, Broadband, OTT, Satellite, and Telecommunications to provide an unbiased, culturally diverse, content-rich meeting place for leaders to accelerate new ideas and create the partnerships of tomorrow.

Announcing our 2014 Keynote Speakers:

‘ Jonah Berger, Professor of Marketing, The Wharton School of the University of Pennsylvania, Author, Contagious: Why Things Catch On

‘ Elizabeth Ellers, Executive Vice President, Corporate Research, Univision Communications

‘ Jeffrey Graham, Global Ad Research Director, Twitter

‘ Todd Henry, Author, The Accidental Creative: How to Be Brilliant at a Moment’s Notice

‘ Fred Leach, Head of Measurement Research, Development & Partnerships, Facebook

‘ Beth Rockwood, SVP Market Resources and Advertising Sales Research, Discovery Communications

‘ Jack Wakshlag, Chief Research Officer, Turner Broadcasting System

Plus, leaders from A+E Networks, AMC, DirecTV, ESPN, HBO, National Geographic, Netflix, Time Inc., Viacom, Warner Brothers and more will provide insight on how people behave and applying that knowledge to drive innovation and influence smarter decisions specifically as it relates to media engagement.

Download the brochure for the full conference agenda here.