As the growing U.S. Hispanic audience seeks more representation in the TV space, media companies and marketers are answering the call by embracing emerging technologies and unconventional partnerships to achieve scale.
Join Adweek for the second annual Elevate: Hispanic TV Summit. We're gathering executives and programmers, along with their partners, to share how they are attaining and maintaining cultural relevance and emotional connections.
The Agenda at a glance
|12:00 PM - 12:05 PM
Adweek Opening Remarks
|12:05 PM - 12:25 PM
The Streaming Wars: Everything Marketers Should Know to Attract Hispanic Audiences
Media organizations are rushing to provide streaming options for the growing Hispanic audience. However, the Hispanic market is still a fragmented set of audiences and therefore, faces a lack of representation. How do Hispanic audiences become more intertwined and accounted for within overall streaming audiences and the content that the platforms are delivering?
Join Isabel Rafferty Zavala, Founder and Chief Executive Officer, Canela Media and Bilai Joa Silar, SVP OTT Content, TelevisaUnivision, Inc. as they discuss the Hispanic streaming space and what it means for brand marketers to expand Spanish-language programming.
|12:30 PM - 12:50 PM
The Undeniable Future: Audience Consumption and Setting the Stage for Success
Visual media consumption is becoming increasingly more connected, leading to a greater time spent watching video content among multicultural audiences. Video content, specifically music videos, represent a crucial way for Hispanic American consumers to connect with their own culture as well as the culture(s) of others. Join us to learn more about Hispanic American media consumption and how to set the stage for marketing success through culture and identity.
|12:55 PM - 1:15 PM
Reframing How Brands Market Hispanic Audiences
From food and music, to television, Hispanic culture has made an immeasurable impact on brands marketing strategies. Companies who are continually positioning themselves in this market have proven to gain popularity nationally, with television significantly expanding programming that targets and reflects the Hispanic culture.
Hear from Luis Izquierdo, AVP of Product Brand Management at AT&T as he discusses the keys to becoming an influential advertiser and marketer for Hispanic audiences, and what strategies companies can implement into their own brand.
|1:20 PM - 1:40 PM
Mastering the Multicultural Market: How to Advertise with Impact
Today’s successful advertising strategies must be multiculturally inclusive and encompass the vast Hispanic market as part of its fundamental strategy. With over 60 million Hispanic consumers in the U.S. - and over 5.4 million in the New York market alone - brands are embracing the diversity, spending power, and relevance that this influential community brings to a brand’s bottom line.
|1:45 PM - 2:05 PM
Navigating Community and Representation in TV
When Julissa Calderon checks something off from her goals list, she is reminded that doors which were once closed to the Latinos in the entertainment industry are finally opening. Most recently starring in Netflix’s Gentefied and the face of Got Milk’s Spanish-language campaign, Calderon remains part of the bigger picture.
Join the Afro-Latina actress, writer and producer as she dives into the importance of representation in this space, how she navigated it, and the importance of community in all her endeavors.
|2:10 PM - 2:30 PM
The Dynamic Hispanic Market and the Evolution of Hispanic Media
The Hispanic market has undergone a significant shift in the last couple of decades. Growth has come from nativity with the U.S. born, bilingual/bicultural cohort representing the largest group. And as the market changes, so does the use of languages, media consumption, and device preferences – among other things.
|2:35 PM - 2:55 PM
Hispanic Upfronts: Reaching and Attracting Multicultural Audiences
The common denominator in all upfront discussions is discussing the most successful formats to attract existing and new audiences, while being cognizant of new offerings that might widen a media platform and a brand’s market and base.
Join Oscar Martinez, Senior Brand Director of Marketing, Heineken and Tarshena Armstrong, Director of Diversity Marketing and Development, General Motors to discuss multicultural media investments, allocating buying and spending in this space and as a result, properly engaging the multicultural audience.
|3:00 PM - 3:20 PM
Expanding and Promoting Sports to all Audiences
2022’s Super Bowl Sunday was the first time in history that the big game was televised on a Spanish-language broadcast network in the United States. How will outlets using sports to drive Hispanic audiences keep this momentum and what does this mean for overall brand marketing?
Join Ray Warren, Telemundo Deportes President, who oversaw the recent coverage of the network’s first Super Bowl telecast, and NFL’s Amanda Herald, Vice President, Marketing Strategy, Insights & Planning on what marketing techniques were used to attract the Hispanic audience to tune in, and how the overall marketing and advertising strategy compares to English-language sports.
|3:25 PM - 3:30 PM
Adweek Closing Remarks