Interview with Joe Schramm, Producer of Hispanic TV Track
Schramm Details why TV Advertising is still relevant in the Hispanic TV market and more.
What is the largest challenge that broadcast professionals are facing right now?
There are two big challenges.
Serving the Hispanic audience is always the biggest challenge.
In fact, it is the mission of all those in the business of television and video for Hispanic audiences to reach the various demographic groups within the Hispanic consumer profile…..from the Spanish-speaking only “recent arrivals” to the English dominant, or English-only “LatinX millennial.” This challenge to serve the Hispanic audience touches several areas addressed at the Summit. They are: content, marketing to attract viewers or subscribers, viewing behavior and choice of viewer platforms. The second biggest challenge is making money while serving the Hispanic audience. Revenues are made either from subscription or ad spend. The summit features several key conversations with decision makers affecting revenues from brands, media buyers and pay tv.
What are you most excited about as we go into NYC TV Week 2019?
We are most excited about our keynote and featured speakers and our award recipients this year.
There is a keynote that focuses on how local English language broadcast TV news teams are teaming up with their counter-parts from Spanish-language news departments at “sister” stations. Another keynote features the leading executive for Multicultural media at one of the country’s top media buying agencies. Plus, we have a line-up of fast-paced interviews that will ignite the audience with fresh ideas and the latest research information about Hispanic and LatinX consumers. We are also presenting awards to Univisions “Republica Deportiva” which is one of the most popular, and long-running Spanish language sports television shows. We are also presenting an award to AARP for their long-standing commitment as an advertiser targeting Hispanic TV viewers. But that just scratches the surface……
Which technology, solution or device are you most excited to see transform in the next 3-5 years?
5G technology will allow more Hispanics and LatinX consumers to enjoy more viewing options than ever before, with convenience, ease and affordability.
Likewise, 5G will offer providers increased revenue opportunities.
Is traditional television advertising dead (or close to it)?
Traditional TV advertising is alive and well in the Hispanic market!
Here’s proof: Spanish language broadcasters like Univision, Telemundo, Estrella and other TV networks are controlling half of all media dollars spent in the Hispanic market. And, Hispanic ad-spend has experienced increased growth by 3.5-4% each year for the past 5 years. Plus, general market English language TV broadcasters are quick to capture a share of this ad-spend that is allocated to target English-speaking LatinX viewers. For example, CBS, FX, HBO, ABC and more are adding LatinX talent and Hispanic-themes to storylines. This is evidenced by the addition of Wilmer Valderama to the cast of the long-running CBS hit, NCIS, or the lead role played by Sofia Vergara in ABC’s Modern Family. There are many more examples. But, Hispanic viewers – whether Spanish speaking or English speaking - - can see daily how today’s traditional advertisers are using traditional TV to reach them.
Why Is A Summit about Hispanic TV Still Relevant and Important After 17 years?
The Mood In America is unifying Hispanics in a way not seen before. This newly united Hispanic community is becoming the one of the largest audience segments and consumer buying segments in the country.
Hispanics are traditionally segmented into a variety of groups by nationalities (Mexicans Dominicans, Ecuadorians, etc.) or by language proficiency.
But the mood in America is motivating Hispanics to get behind a renewed unification around a sense of Latin identity.
There are still lots of differences. Not all Hispanics agree on immigration policies, for example. However, all are alarmed by recent situations like the hurricane and political corruption and related incidents in Puerto Rico and the shootings in El Paso are unifying events. In the next 18 months, two events will further unify this market - - the 2020 Census (population growth) and the 2020 elections (unified vote) - - making the Hispanic market the largest population and voting segment in many American cities. The Hispanic Summit has been produced for 17 years because this market was growing. The need for this Summit in the future is ensured because the Hispanic market will now make its power felt in our government, our communities our economy, and especially in our television and video media.