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Hispanic Media Opps: Telemundo launches campaign for Women's History Month

Telemundo released a PSA for International Women's Day. Dubbed "Our Girls, the Unstoppable Women of the Future," the new ad aired on Telemundo's national morning show, Hoy Dia. It's part of the company's ongoing, award-winning "Mujeres Imparables" ("Unstoppable Women") initiative, which originally launched in 2019. This year, Telemundo wanted to shift its messaging toward a young girl, encouraging girls to use their voices from early ages. The new spot will run throughout the rest of the month across all of Telemundo's platforms.

According to iSpot, the company has allocated roughly $2m toward national TV commercials YTD, only around a third of the roughly $5.6m it had allocated by this point last year. Telemundo ended up allocating roughly $8.8m toward national TV commercials last year, more than 4x the roughly $2m it allocated in 2020. The company's 2022 commercials have targeted a sports-oriented audience watching shows such as College Football, NFL Football, Puppy Bowl XVII, Pawn Stars and Forged in Fire.

Since the beginning of 2022, Pathmatics reports Telemundo has spent approximately $178.2k on digital ads, down 42% from the approximately $304.8k it spent within the same 2020 timeframe. The network's estimated full-year 2021 spend of $1.5m reached less than half of that of $3.6m in 2020. Telemundo has earned around 22.1m digital impressions YTD via Instagram (64%), Facebook (32%), Twitter (3%), desktop display (1%) and mobile display (1%) ads. 

This company tends to primarily target Hispanic audiences. Per Kantar data, it also invests in radio, OOH, print and local broadcast; it additionally utilizes email marketing. Hopefully, spend will pick up to support this new campaign; in the meantime, sellers would likely benefit from offering ways to increase ROI.

Agency & martech readers - I don't see any glaring signs of upcoming agency reviews right now, but keep Telemundo on your radar for future project-based partnerships. To the best of my knowledge, Republica Havas.