Morning Brew - ☕ TV en español

Spanish-language TV viewership is surging.
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Morning Brew September 16, 2022

Marketing Brew

#paid

Happy Friday. The best marketers for Costco right now are the “Can it Kirkland?” guys on TikTok who test the brand’s generic liquor against their name-brand competitors. We cannot be held responsible for the theme song being stuck in your head this weekend.

In today’s edition:

—Kelsey Sutton, Jack Appleby

TV

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a TV screen that says "Hola" on it Grant Thomas

We’re sure you’ve heard it about a million times: Linear TV viewership is, on average, not looking good. But there’s one segment of old-fashioned TV whose outlook seems downright rosy.

Spanish-language TV networks, including mainstays like Univision and Telemundo, are on the upswing, growing their daily audience reach even as many other major networks are seeing steady declines.

Break it down: Recent data from Samba TV spelled out the extent of the growth for television en español.

  • In the second quarter of 2022, Univision’s growth more than doubled YoY to an average daily reach of 5 million, while Telemundo’s average daily reach increased by 46% to about 2.2 million, according to data Samba TV provided to Marketing Brew.
  • When it comes to daily household viewership, Univision was the fastest-growing linear television channel in the most recent quarter of 2022 among all channels, according to Dallas Lawrence, Samba TV’s SVP and head of communications and brand.
  • And both Univision’s and Telemundo’s growth were considerably higher than the English-language networks that saw YoY gains.

Big picture: The growth has advertisers and buyers taking note, and means advertisers are flocking to some Spanish-language networks after years of underinvestment.

“This is a market that every category should be doubling down on from an investment perspective,” said Michael Roca, managing director of DE&I investment at Omnicom Media Group.

Read more here.—KS

        

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Get your custom insights here.

        

SOCIAL MEDIA

Gimme more

Gimme more Jesadaphorn/Getty Images

Like every social media pro, I always want a raise.

Social marketers are perpetually underpaid.

  • According to Payscale, the average social media marketing manager makes about $58,000 a year.
  • My first social gig in 2011? A cool $30,000 a year, no benefits. And while that number has crept up, social pros are still overworked and underpaid, considering how essential the role has become in modern marketing.

That’s why you’ve got to take your promotions into your own hands. And I’m here to walk you through how to get that raise.

Some hard truths about your career journey

As counterintuitive as it sounds, it is not your boss’s job to promote you. It is your job to make your interest clear. It is your job to self-advocate. It’s your job to get your new job.

I felt that eye roll, but it’s true. I’ve heard every excuse:

  • “I don’t have time to self-advocate with all the work on my plate.”
  • “I don’t know how to talk to my boss.”
  • “They should know how much I mean to this company.”

You’re going to keep getting passed over until you decide to take control. It’s like Jack Nicholson said in The Departed: “No one gives it to you—you have to take it.”

So how do you pitch your own promotions? Click here to find out.—JA

        

TOGETHER WITH IBM WATSON ADVERTISING

IBM Watson Advertising

Clear skies ahead for EV marketers. Searching for electric vehicle intenders? Look to The Weather Channel. A recent survey shows The Weather Channel app users are 3x more likely to consider buying an EV than the general population. Plug into this valuable audience with IBM Watson Advertising. Check it out.

        

FRENCH PRESS

French press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

Stay loyal: This infographic lays out six customer loyalty programs that can help your business grow.

Take a listen: Help your podcast rank with these SEO tips.

’Tis the season: Reddit has some holiday campaign tips for those who are planning ahead.

Learn: From viral videos to influencers to groundbreaking campaigns, marketing is what you do best. But it’s time to level up your knowledge of business fundamentals to drive revenue with our Business Essentials Accelerator. Sign up now.

INFLUENCER MARKETING

Together with Insider Intelligence

Together with Insider Intelligence

Consumer behaviors are changing rapidly. Join us for a can’t-miss discussion about how every marketer should navigate major shifts in the digital landscape.

Download the report now.

WHAT ELSE IS BREWING

  • California Governor Gavin Newsom signed the California Age-Appropriate Design Code Act, which will limit data collection from those 18 and under.
  • Yeezy Gap is “winding down” after Kanye West terminated the partnership with the retailer.
  • TikTok said it’s time to BeReal, announcing it’s the latest platform to adopt a feature similar to the app—this one is called Now.
  • An internal Instagram memo stated that the app “lag[s] behind TikTok and YouTube” in terms of creator satisfaction.
  • Couples are hiring PR and branding experts as part of their wedding planning, per the WSJ.

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AD FRAUD ANSWER

4. Gotta admit she’d make a good brand ambassador, though.

 

Written by Kelsey Sutton, Jack Appleby, and Katie Hicks

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