iHeartMedia and Wilmer Valderrama on Getting Marketers Out of Their Comfort Zone

The pair discuss research showing how marketers must consider communities outside of their own

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Actor Wilmer Valderrama knew when he joined NCIS seven years ago that some members of prestige Hollywood might question his decision.

“If you’re an actor and you do a procedural show, I mean, that’s like, elephants go to die. Right?” Valderrama said on stage at the Adweek X event in Los Angeles this week. “That’s literally, that’s like the graveyard.”

But Valderrama wanted to connect with the show’s large, diverse audience of 300 million Americans, as reported by The Wall Street Journal, making it one of the most-watched shows on broadcast television.

“The truth is that doesn’t matter.

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