Telemundo & Starcom Mediavest Group release next phase of Beyond Demographics study.

Telemundo Communications Group and Starcom Mediavest Group announced the roll out of the next phase of its Beyond Demographics, a study to understanding the various psychographic segments of U.S. Hispanics in America today.

The recent research collaboration, the Latino Identity Study, illuminates the expected, as well as the unexpected archetypes that exist in the Hispanic market today. To better understand the market, the study looks at twelve (12) unique segments, each with their own attitudes and psychographics that define and drive consumer behavior.

Integrating this Latino Identity study with syndicated media services provided by Simmons and Nielsen takes this research one step further and transforms the rich insights revealed into actionable ones. Using these data services, Telemundo will be able to define how each identity interacts and consumes its content by daypart, by hour, so advertisers can efficiently plan and measure their targeting and marketing objectives across all segments. This innovative application allows Telemundo and its clients to define who they are reaching in a much deeper way by combining demographic and psychographic data for increased effectiveness.

Telemundo will be weaving the data from individual identities into characters and stories, as well as the overall themes of cultural and linguistic dexterity which reflect the new mainstream of our world today. As part of the actionable insights, Telemundo will use these findings to reach the “new Latina woman” or Modern Independent Achiever (MIA) through “MIA Mundo,” a robust multi-platform, branded entertainment short-form content format that connects U.S. Hispanic MIA with women of like minds, interests, and points of view. Advertisers will be offered customized sponsorship opportunities across broadcast, digital and mobile platforms as well as via local activations.

“Creating content that speaks to and reflects the cultural dexterity of U.S. Hispanics today is at the core of what we do across the multiple media vehicles that Hispanics use to consume media in the U.S. today,” said Jacqueline Hernández, Chief Operating Officer, Telemundo. “This research allows us to accurately reflect Latinos and our “uniquely American” culture in our content from broadcast to cable to digital to mobile.”

“We all know that the Hispanic population represents a huge growth opportunity. Like most other segments, it is not a “one-size-fits-all” solution. This is a diverse and fascinating consumer market. The Beyond Demographics study allows us to create deeper content and connection with our consumers and, in partnership with SMG, with our advertisers as well,” continued Hernández.