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Hispanics make up nearly 20% of the U.S. population, yet as TV viewers and consumers, they’re still an underserved community.
That’s the take from Romina Rosado, executive vice president, entertainment and content strategy, at NBCUniversal. In a panel session at Adweek’s Elevate: Hispanic TV summit, Rosado said media companies and their advertisers have “a huge opportunity for brands and content creators to engage with this audience now.”
But a successful programming strategy means more than dubbing English-language shows in Spanish.
“Our market is very nuanced, and a lot of people like to paint it all with the same brush,” Rafael Urbina-Quintero, gm and evp of AVOD streaming at Univision Communications and CEO at Vix, told Adweek streaming editor Kelsey Sutton.
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