NBCUniversal launches sales & marketing initiative: Hispanics at NBCU.

NBCUniversal’s Integrated Strategic Marketing group announced the launch of “Hispanics at NBCU,” a company-wide initiative aimed at connecting both consumers and marketers with the fastest growing population segment in the United States. This sales, marketing and research platform capitalizes on NBCUniversal’s unique position in the marketplace as the only entertainment company with the ability to reach 91% of the Hispanic audience across the full media spectrum – including cable, broadcast and digital – regardless of language.

The initiative follows in the footsteps of NBCUniversal’s existing suite of successful cross platform initiatives, including ” Women at NBCU,” “Green is Universal” and “Healthy at NBCU.” Hispanics at NBCU will expand the enterprise sales effort that already exists within the Telemundo Communications Group – including the broadcast network, local stations and mun2 – to the NBCUniversal properties with a high Hispanic index, such as Bravo, USA, E! Entertainment, NBC Network, NBC Local Media, Oxygen, Syfy, Style, G4, Universal Studios, Universal Pictures, Fandango and iVillage. The campaigns can be uniquely customized for clients to reach precise audience targets, and incorporate talent from the company’s broad spectrum of programs.

“The buying power of Hispanics will rise from $1 trillion in 2010 to $1.5 trillion in 2015, accounting for nearly 11% of the nation’s total buying power,” said Lauren Zalaznick, Chairman of NBCUniversal Entertainment & Digital Networks and Integrated Media. “NBCUniversal is in a tremendous position to super-serve this growing and influential marketplace, with our unrivaled Hispanic audience reach and our proven track record of cross platform success.”

In connection with the launch, the company conducted a proprietary study, “Transformers: Multicultural Women As The Shape Shifters of America,” which examined the identity of the female multicultural consumer. With women overall being responsible for 85% of today’s consumer purchases, the findings underscore the enormous opportunity marketers have to reach a powerful audience that is extraordinarily underserved.

Unlike their white counterparts, the majority of which feel saturated with marketing messages, the study found that multicultural women are eagerly seeking brand attention. This is particularly true for more highbrow brands, with three times as many multicultural women looking for information in this category. These brands include organics/health food (41% vs. 14%), technology (41% vs. 11%), cosmetics (41% vs. 11%), and higher educational institutions (44% vs. 14%). This is in stark contrast to the brands they feel currently target their race/culture the most, such as fast-food brands and snack food brands.

The research reveals that “multifaceted” may be a more accurate way to describe today’s “multicultural” women. “Mom” emerges as the clear common denominator for all women, regardless of race. While racial and cultural descriptors are an important part of their identity, an overwhelming 97% of multicultural women, identify themselves first and foremost as “mom,” “sister,” “daughter” and “friend”- with “mom” topping the list.

In addition, the survey shows stereotypes are still a hot-button issue among multiculturals. Respondents claim they would rather be “under-repped” than “over-typed.” When given the choice, 54% of multicultural respondents would rather not be represented at all in ad campaigns than be inaccurately portrayed.

When asked what percentage their own race/culture is of the entire U.S. population, Hispanic respondents estimated 43% vs. the actual 16% number found by the 2010 Census. The fact that Hispanics already perceive themselves to be the majority may be an additional reason why they feel so underserved by marketers.

Methodology: Survey conducted in February 2011 among 2,085 U.S. residents of Caucasian, Asian, African American Hispanic and multi-racial/other origins. Survey was conducted online in the language of the respondents choice (Spanish or English), as well as in-person intercepts reaching Spanish-dominant individuals not represented online.