Univision Catches a Flight to LAX

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Media brands have for the past decade extended their brands to airports, whether it’s the CNBC, CNN or Discovery Channel shops or local media brands like New York’s “The Fan” WFAN (660, 101.9), whose sporting goods shop has been at JFK Airport since 2008. Now Univision is taking its brand to the Los Angeles International Airport (LAX).

When the newly-redesigned Terminal 2 opens next year, Univision will have two retail and specialty stores targeting travelers. The shops will feature Univision programming on large media screens. And they’ll sell a wide assortment of products, including those linked with the company’s local Los Angeles stations and national brands. With 5.5 million people passing through the terminal each year, the shops will work as a living brand experience in the top Hispanic market in the country.
EVP of enterprise development Rick Alessandri says it speaks to the company’s growth and its “brand affinity” with Latinos. Univision has had discussions to open other stores at airports in other key Hispanic markets in the U.S.

SSI Teams with Univision

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The two are joining forces for a new Hispanic market research panel which will provide access to an underrepresented market.

Univision Communications and SSI, a data solutions and technology for market researchers, have entered into a partnership to better connect market researchers to the 56 million Hispanics living in the United States.

SSI has built a new digital survey panel with Univision called Que Crees? for market researchers to gain broad access to the opinions, beliefs and attitudes of Hispanic Americans.
“As the leading media brand among U.S. Hispanics, we are pleased to partner with SSI to introduce the first robust Hispanic offering in this space,” said Rick Alessandri, EVP of , Enterprise Development at Univision Communications. “Hispanics are driving a demographic boom in the U.S. with impact across virtually every sector making it more important than ever to have reliable data to understand this vital consumer group.”

“Latinos have been underrepresented in the marketplace, both in terms of advertising spend and market research,” says Chris Fanning, President and CEO of SSI. “The demand for Hispanic research and insights has always been very strong but, until now, researchers have suffered from a lack of broad access to this important community,.

SSI takes a unique approach to building and managing panels by operating 62 proprietary panels in 86 sample countries on a single, integrated technology platform worldwide. The Que Crees? panel is built on top of this same technology platform and benefits from the same high quality controls and methodologies of all SSI panels.

As part of this program, SSI will supply an entire suite of reward options to survey respondents. It developed the panel registration website and the infrastructure to make the survey-taking experience enjoyable and rewarding. By participating in market research studies, Univision subscribers who sign up through www.quecrees.com will have the opportunity to shape future products and services targeting the Hispanic marketplace.

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