Monday, February 26, 2024

Warner Bros., Yahoo! en Español team up for “Premios de la Academia”

Posted by Elena del Valle on March 8, 2006


Screenshot Premios

Yahoo! en Español Premios de la Academia web page 

Photos: Yahoo!

Miami, Florida — Warner Brothers signed on as the exclusive sponsor of Yahoo! en Español’s “Premios de la Academia” site, a Spanish-language entertainment destination dedicated to coverage of the Academy Awards reaching 11.1 million Hispanics. The sponsorship includes Yahoo! Entretenimiento (Entertainment) roadblocks, content integration, Yahoo! en Español home page visibility, and other placements designed to increase awareness among online U.S. Hispanics.  It also marks the first time that one sponsor has exclusive rights to featured positions on every entertainment page on Yahoo! en Español.  Warner Bros.’ sponsorship promotes the movies “16 Blocks”, “V for Vendetta”, and “ATL.”

“This is a great way for Warner Bros. to further extend their reach in the U.S. Hispanic market,” said Don Buckley, senior vice president, Interactive Marketing for Warner Bros. Pictures. “This placement enables us to reach the important U.S. Hispanic demographic in a medium that is engaging and that will make our movies part of their daily entertainment intake.”

Adam Chandler

Adam Chandler, national sales manager, U.S. Hispanic Sales, Yahoo! Inc.

“The U.S. Hispanic audience is already predisposed to seeking entertainment online and through Yahoo! en Español’s Premios de la Academia coverage, Warner Bros. will reach this captive audience, said Adam Chandler, national sales manager, U.S. Hispanic Sales, Yahoo! Inc. “This arrangement enables Warner Bros. to provide a  branded entertainment experience to Yahoo!’s entertainment-hungry U.S. Hispanic users.”

The online U.S. Hispanic market is an attractive niche for entertainment companies. According to comScore, the number of U.S. Hispanics online grew 5.3 percent from 13.8 million in 2004 to 14.6 million in 2005. Furthermore, research shows that online Hispanics are more likely to be moviegoers (64 percent) than their offline counterparts (46 percent) and online Hispanic adults go more frequently to the movies (attending movies once a month or more) than those with no online access.**

Yahoo! en Español’s Premios de la Academia coverage features six main categories related to the Academy Awards show including: Best Film, Best Director, Best Actor, Best Actress, Best Supporting Actor, Best Supporting Actress. The site provides detailed coverage of each of the five nominees in the six categories.  In addition, every page includes a newly created section called “Latin Radar,” which features Latin facts related to cinema and changes every week. 

For example, a recent Latin Rader feature was news on Argentine Gustavo Santaolalla and Spaniard Alberto Iglesias who competed for an Oscar in the same category, best original score; Santaolalla for “Brokeback Mountain” and Iglesias for “The Constant Gardener.” Additional sections include: The top ten box office hits, Oscar Polls, photo gallery page, news page, community page for users to join chats or groups and discuss their opinions and thoughts on the Oscars.

Other advertisers that have bought significant sponsorships in the past include GM, Pepsi, and Verizon. Yahoo! en Español is one of the 25 worldwide properties of Yahoo! Inc. and is part of Yahoo!’s U.S. Hispanic network. According to comScore, The Yahoo! network is the most trafficked Internet destination for U.S. Hispanics,* boasting more than 11.1 million Hispanic monthly users in the U.S. and Puerto Rico. Yahoo! seeks to provide online products and services essential to users’ lives, and offers a full range of tools and marketing solutions for businesses to connect with Internet users around the world. Yahoo! Inc. is headquartered in Sunnyvale, CA. and Yahoo! en Español is based in Coral Gables, Florida. Academy Awards ®, Oscar ®, and Premios de la Academia are the trademarks and service marks of the Academy of Motion Picture Arts and Sciences. Yahoo! en Español and its coverage of these events are neither endorsed by nor affiliated with the Academy of Motion Picture Arts and Sciences. For more information visit Yahoo en Español.

*comScore Media Metrix, Dec 2005

** Mediamark Research, Inc., Spring 2005, wave 52.  Base: US Hispanics Age 18+