Marketing

Hispanic Programmers Aim Young

3/21/2011 12:01 AM Eastern

Many are making an effort to cater to that demographic, and for good reason. When they get
older, “we find that [Hispanic] kids are spending more of their time with general-market channels,
especially Nickelodeon and Disney [Channel],” Kim Chance, director of media planning at Bromley
Advertising, a large Hispanic agency, said. That means the Spanish-language kids’ business faces
an uphill struggle even as U.S. Census data shows strong Hispanic growth, and stronger growth
for Hispanic children.

Univision, which paid a $24 million fine in 2007 for airing telenovelas aimed at kids, leads the
pack, with the five top programs among Hispanic children 2 to 5 years old, and Hispanic women
18 to 49.

“Univision is committed to presenting culturally relevant content families seek,” Univision president
of advertising sales David Lawenda said. Univision advertisers looking to reach families include
Procter & Gamble, Chuck E. Cheese and Warner Bros.

Telemundo has outsourced its kids programming to Qubo, but several
cable networks are aiming at Hispanic preschoolers.

“Hispanics are less likely to send their kids to preschool, so they
want something educational and informative,” according to Patty Marrero,
senior vice president of national sales of Hispanic cable network
V-me, which runs about five hours a day of children’s programming.
Last year, it launched a separate children’s channel, V-me Kids.

“The mother wants the child to learn to speak Spanish. That’s the
basis of the preservation of the cultural roots and some degree of
bilingualism,” Somos TV chief operating officer Jose Espinal said. Last year, Somos TV launched
Semillitas, another channel aimed at preschoolers.

Discovery Familia also focuses on moms with young children. “I think advertisers are gravitating
to that,” Bilai Joa Silar, vice president and channel director for Discovery Familia and Discovery en
Español, said.
— Jon Lafayette, Broadcasting & Cable

March