/// NBCU Boosts Pricing With Honda on ALMA Awards

September 19, 2012  |  Media Week

After a year-long break in their relationship, NBC and the American Latino Media Arts (ALMA) Awards decided that it was time to get back together. So ALMA broke up with ABC and got back together with its ex, and to prove that it's really love this time, the pair are getting a Honda together. Honda is sponsoring the 2012 ALMA awards using NBCUniversal's Hispanics@ program, giving it play across a wide swath of NBCU platforms that target U.S. Hispanics, including Telemundo, Mun2 and broadcast. The awards ceremony itself will be broadcast on NBC proper on Friday, Sept. 21 at 8 p.m., but it will be promoted on Telemundo using what evp of ad sales and integrated marketing Dan Lovinger is calling “bio-pods”—ad pods that highlight the accomplishments of ALMA honorees with heavy Honda branding, aired during ad breaks. “It helped us drive pretty significant growth in our upfront presentation with them,” said Telemundo's evp of ad sales and integrated marketing Dan Lovinger. “They came to us and said, 'We need to find ways to speak to a wide variety of Hispanic levels of acculturation. If you can do that, we can grow our spend with you.'” Telemundo has been writing a lot of expanded deals this season —NBCU is renewing its emphasis on the broadcast network (once the last priority at the conglomerate) and is seeing its labors pay off among clients. The pods will show on morning show “Un Nuevo Dia” on Telemundo, as well as the network's nightly news program, “Al Rojo Vivo,” beginning today

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NBCU Boosts Pricing With Honda on ALMA Awards


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