Telemundo and Maru/matchbox have combined their respective insights communities to access and better understand the growing, diversifying US Hispanic population.
This partnership involved the combination of MiTelemundo, Telemundo’s community of Spanish-dominant Hispanics, and Maru/Matchbox’s English-dominant Hispanic community. This created a group of over 20,000 members, all in one place for advertisers, marketing and research communites to access for insights.
Telemundo strived to go beyond the basic stereotypes in the Hispanic community, an evolving segment of the US population that’s become influenced by factors that they hadn’t been 20 years ago. Said Lia Silkworth, Telemundo’s senior vice president of insights and consumer development, “Obviously we have a network, a broadcast network and a cable network all of our digital properties that service this community, so it's incredibly important that we go beyond the basic stereotypes and can speak to them in a way that breaks through and connects. I think this panel allows us to sink our teeth in to the next level.”
Telemundo already utilized MiTelemundo for its different platforms, but this endeavor with Maru created an opportunity for others to tap into this larger, increasingly diverse array of Hispanic consumer more accurately. The opportunity to do something larger with these insights was important in this partnership, because otherwise, according to Silkworth, “these insights didn’t exist. They didn’t exist anywhere.”
“Our partnership with Telemundo will allow us to access the full spectrum of language dominances & Hispanic cultural orientations.” said Bruce Friend, president of Maru/Matchbox’s media and entertainment division. “We are excited to share the benefits of these innovative approaches with our clients."
This partnership, and the insight community, is accessible through Maru/Matchbox.