SyFy Channel targets Hispanics.

Syfy has taken their “Imagine Greater” theme to new heights by targeting Hispanic viewers.

Syfy saw a tremendous opportunity to target this audience in their first ever focused campaign targeting the demo in support of their latest his series “Alphas,” which debuted on July 11th. The network chose “Alphas” for its first Hispanic focused marketing push because of the shows diverse cast and strong aspirational storyline which celebrates every day people who are super heroes in some right, yet still regular people.

As Comcast/NBC prioritizes diversity both in front of and behind the camera, Syfy made an impact on a minimal budget to reach this coveted audience; the acculturated Hispanic.

This acculturated outreach was mapped out with targeted ads in New York, Dallas, Miami, Houston, Chicago and Los Angeles, with a focus on TV, online and radio.

Targeted outlets include:

· Univision, MUN2 and Telemundo

· AOL Latino, Yahoo! En Espanol and Pandora (audio ads)

· TV one/Radio One and hyper local radio stations (spots were created tied to local community events)

Syfy was aware of the regional differences in each market and hired affiliates to produce broadcast spots specifically for the Cuban community in Miami, Puerto Rican communities of New York and the Mexican communities of Dallas, Houston and Los Angeles, respectively.

Syfy made sure to also have a presence at major sporting events such as South America’s soccer tournament Copa America, as well as music and community events.

This was a previously untapped market for Syfy and paid off with Hispanic viewership growing and topping Syfy’s primetime Hispanic average, even beating out competitive cable scripted series on TNT (Leverage) and FX (Rescue Me) during 3Q’11 among Hispanics ages 18-49. This trend will continue as a concerted effort will be placed on the second season of “Being Human” and reality programming including “Face Off” and “WWE Smackdown.”