NBC Preps for First ALMA Broadcast; Closes Bilingual Ad Deal With State Farm


Contrary to what George Lopez wants you to believe, "ALMA" is not an acronym for "A Lot of Mexican-Americans." In fact, ALMA is Spanish for "soul" and also the acronym for the upcoming American Latino Media Awards, honoring Hispanics in Hollywood; it will air on NBC on Friday, Sept. 16.

This will be the first time NBC airs the ALMA Awards, which ran on ABC before being abruptly cancelled last year. Now in their new home, the awards show (hosted by Lopez and Eva Longoria) are enjoying a bilingual promotional hand from NBC's Hispanic outlets: Telemundo and cable net mun2.

As part of these cross-promotion efforts, mun2 and Telemundo have produced five promotional spot featuring Lopez and Longoria in a behind-the-scenes Hollywood stage setting. Shot in English and Spanish, the spots were created by the mun2 creative staff and directed by Ricardo De Montreuil, the network's creative director.

Although the awards will air on NBC, in English, Telemundo News will feature highlights of the event (in Spanish) while mun2 will re-broadcast the show in its entirety on Saturday, Sept. 17, and Sunday, Sept. 18.

The awards will also serve as the launching pad for a bilingual advertising effort by State Farm, which earlier this week closed a deal with "Hispanics at NBCU," a sales and marketing initiative aimed at connecting marketers with Hispanic consumers.

As part of the deal, whose financials were not disclosed, State Farm will run on-air spots during the NBC broadcast, as well as during mun2's rebroadcast of the awards show. The campaign will include online ads in both Spanish and English on Telemundo.com, tune-ins on Style and branded interstitials congratulating ALMA winners on E!

"State Farm clearly recognizes that the key to effectively reaching consumers in the rapidly growing and influential Hispanic marketplace is to target both English and Spanish media," says Telemundo's COO, Jacqueline Hernandez.

This is the first deal closed by Hispanics at NBCU, which officially launched in April.

Other sponsors of the ALMA awards include Pepsico, NBCU parent Comcast, Chevrolet, McDonald's and Bank of America, among others.