NBCU and Honda Expand Pact On Hispanic Media With ALMA Awards Deal

Auto maker to sponsor ceremony as it returns to NBC

NBCUniversal is kicking off the American Latino Media Arts (ALMA) Awards this year with Honda’s support.

Honda is sponsoring the 2012 ALMA awards using NBCUniversal's Hispanics@ program, giving it play across a wide swath of NBCU platforms that target U.S. Hispanics, including Telemundo, Mun2 and broadcast. The awards ceremony itself will be broadcast on NBC proper on Friday, Sept. 21 at 8 p.m., but it will be promoted on Telemundo using what evp of ad sales and integrated marketing Dan Lovinger is calling "bio-pods"—ad pods that highlight the accomplishments of ALMA honorees with heavy Honda branding, aired during ad breaks.

"It helped us drive pretty significant growth in our upfront presentation with them," said Telemundo's evp of ad sales and integrated marketing Dan Lovinger. "They came to us and said, 'We need to find ways to speak to a wide variety of Hispanic levels of acculturation. If you can do that, we can grow our spend with you.'"

Telemundo has been writing a lot of expanded deals this season—NBCU is renewing its emphasis on the broadcast network (once the last priority at the conglomerate) and is seeing its labors pay off among clients.

The pods will show on morning show "Un Nuevo Dia" on Telemundo, as well as the network's nightly news program, "Al Rojo Vivo," beginning today. There's also a partnership with the network's digital assets—the Telemundo.com website now includes the branding as well—and it extends through the re-air on Mun2 the next evening.

“Honda serves a vast, diverse audience, and connecting with the Hispanic audience in a more tailored way wherever they are tuning in, and in the language of their choice, is extremely important to us,” said Gina Jorge, manager of multicultural marketing at American Honda. “Hispanics at NBCU created the right opportunity to meaningfully deliver our message across multiple platforms.”