MIAMI – November 27, 2017 – NBCUniversal Telemundo Enterprises and consumer intelligence firm Maru/Matchbox have announced an innovative partnership and a first for the Hispanic market: a combined insight community that makes it the largest of its kind, spanning the full spectrum of U.S. Hispanics across variables such as country of origin, language in the household and acculturation level.
The combination of MiTelemundo™, Telemundo’s online insight community comprised of mostly Spanish-dominant Hispanics, with Maru/Matchbox's own Springboard America panel of English-dominant Hispanics creates the most robust Hispanic insight community in the U.S., with more than 20,000+ members. For the first time ever, the advertising, marketing and research community will have access to this pivotal and diverse consumer population all in one place.
"Our business is built on creating content tailored for the U.S. Hispanic audience and to do that successfully, we need to have the most profound insights," said Lia Silkworth, Senior Vice President, Insights and Consumer Development, Telemundo. "MiTelemundo™ is part of our mission to uncover these insights around our audiences and continue our incredible momentum. As part of Telemundo's relentless commitment to understand and super serve its consumers, we began to address a white space in online market research for ourselves and quickly realized we could scale it and make it available to our partners."
"Our partnership with Telemundo will allow us to access the full spectrum of language dominances & Hispanic cultural orientations." said Bruce Friend, President of the Media & Entertainment division of Maru/Matchbox. "We are excited to share the benefits of these innovative approaches with our clients."
Over the past year, MiTelemundo™'s findings have informed Telemundo’s strategies across all of its screens and in the community. In addition to its size and quality, respondents' overwhelming mobile engagement stands out from other insight communities and has emphasized the importance of a consumer segment the network calls Generation M™: Millennial, Multicultural, Mobile. Beyond the network, a select group of Telemundo advertisers have already tapped into the community seeking to better understand Hispanics’ relationships to their brands and services.
Access to the Telemundo's and Maru/Matchbox's combined communities is available now, exclusively through Maru/Matchbox.
About NBCUniversal Telemundo Enterprises:
NBCUniversal Telemundo Enterprises is a world-class media company leading the industry in the production and distribution of high-quality Spanish-language content to U.S. Hispanics and audiences around the world. This fast-growing multiplatform portfolio is comprised of the Telemundo Network and Station Group, Telemundo Deportes, Telemundo Studios, Telemundo Internacional, Telemundo International Studios, Universo, and a Digital Enterprises & Emerging Business unit. Telemundo Network features original Spanish-language entertainment, news and sports content reaching 94% of U.S. Hispanic TV households in 210 markets through 17 owned stations, 55 affiliates and its national feed. Telemundo also owns WKAQ, a television station that serves viewers in Puerto Rico. Telemundo Deportes is the designated Spanish-language home of two of the world’s most popular sporting events: FIFA World Cup™ through 2026 and the Summer Olympic Games through 2032. As the #1 media company reaching Hispanics and millennials online, the Digital Enterprises & Emerging Business unit distributes original content across multiple platforms, maximizing its exclusive partnerships with properties such as Buzzfeed, Vox, and Snapchat. Through Telemundo Internacional, the largest U.S.-based distributor of Spanish-language content in the world; Telemundo International Studios, a production unit focused on creating high-end short form, scripted formats for international markets; and Universo, the fastest growing Hispanic entertainment cable network, the company reflects the diverse lifestyle, cultural experience and language of its expanding audience. NBCUniversal Telemundo Enterprises is a division of NBCUniversal, a subsidiary of Comcast Corporation.
Maru/Matchbox has been pushing the boundaries of the customer market insights space for over a decade. We are a sector-focused consumer intelligence firm focused entirely on better client outcomes. Our expert teams are deeply invested in key sectors of the economy, delivering insights and analysis backed by superior quality data. Our Springboard America community is one of the leading online market research communities in the U.S., giving Americans the opportunity to voice their opinions on a variety of topics and issues.
NBCUniversal Telemundo Enterprises