ABC ENTERTAINMENT�S HISPANIC TARGETED MARKETING FOR �DESPERATE HOUSEWIVES� AND �UGLY BETTY� DRIVES BOTH SHOWS TO A RATINGS SUCCESS AMONG THE HISPANIC AUDIENCE
Both Premieres Rank No. 1 for the Evening and Time Period Among
All Hispanic Viewers Watching English Language Television
ABC partnered with top Hispanic marketing agency Arenas and leading public relations agency Reyes Entertainment to create Hispanic targeted campaigns for the hit series �Desperate Housewives� and the first breakout show of the new season, �Ugly Betty.� Both series� premieres ranked as the No. 1 show of the evening and time period among all Hispanic viewers watching English language television.
�Desperate Housewives� on Sept. 24 ranked No. 1 for the evening with Hispanic Adults 18-49, and increased its time period delivery 16% in rating with that key demo vs. the year-ago premiere. In addition, the series increased 9% with total Hispanic viewers, 19% with Hispanic Women 18-49 and an impressive 38% with Women 18-34 vs. the year-ago premiere.
�This is an organic extension of our marketing,� said Marla Provencio, senior vice president, Marketing, ABC Entertainment. �Our programming lends itself to the Hispanic market with diverse casts that are both relevant and appealing.�
�Having a Hispanic targeted campaign really tapped into the estimated 44.1 million Hispanics in the United States, most of whom are bilingual and bicultural,� added Mike Benson, senior vice president, Marketing, ABC Entertainment.
To reach this largely expanding market, the Hispanic targeted campaigns for both shows included Spanish on-air promo spots featuring original music; print, radio, outdoor and in-theatre campaigns; and two vehicle campaigns, one featuring customized trucks with rolling billboards, the other comprised of television screens installed in buses that aired the Spanish spots.