Univision is the first partner for the latest product from SocialGuide, a Spanish-language version of the social TV content and data firm’s newly unveiled SocialGuide Intelligence platform. This directly addresses broadcasters’ and advertisers’ need for information about the growing Hispanic audience, which is much more likely than other groups to engage in mobile and online entertainment.
SGI analyzes the social activity for networks, programs and individual episodes, which SocialGuide says can identify social trends and lead to discovering new opportunities for clients to engage with the social audience for linear TV.
Univision will leverage the platform to track and monitor activity for all of its programming including popular shows like Nuestra Belleza Latina (Our Latin Beauty), Sabado Gigante (Giant Saturday), ¡Despierta América! (Wake Up America), El Gordo y La Flaca (The Scoop and The Skinny), Aquí y Ahora (Here and Now), Primer Impacto (First Impact), evening newscast Noticiero Univision, Al Punto (To the Point), and Univision’s primetime novelas.
The network also will rely on SGI’s data to help plan for the international obsession, the 2014 FIFA World Cup. Univision has the exclusive Spanish-language television rights throughout the United States and Puerto Rico for the soccer tournament, which will be held in Brazil. The 2010 FIFA World Cup final was seen by an estimated 700 million viewers worldwide – 24.4 million on ESPN and Univision in the U.S. – who watched Spain win 1-0 over the Netherlands in South Africa. Obviously, social media has evolved dramatically in the past four years.
Univision consistently ranks among the top five networks in the U.S. regardless of language.
“Univision’s audience has proven to be incredibly loyal to our offerings and engaged across the board,” said Monica Talan, senior vice president, corporate communications and public relations, Univision Communications. “This coupled with the significant growth in Hispanic connectivity via interactive platforms including social have made it imperative that we partner with SocialGuide to better connect on a much deeper level.”
Univision and SocialGuide – joint press release
SocialGuide Intelligence – official site