Oh, the Sweet Scent of Success - After a disappointing start, Telemundo’s 7PM telenovela - “Dame Chocolate” - has gained strength in the time slot and last week saw its strongest ratings since its debut the week of March 5th and averaged a 6.2/11 for the week of April 30. The telenovela starring Carlos Ponce and Genesis Rodríguez features a level of product integration not seen in the Hispanic market. In fact, it almost prostitutes itself as much as American Idol. But I say good for you Telemundo!
In the years 2001-2004, product integration was unheard of in Hispanic marketing. I mean true storyline and plot integration that strikes an emotional cord with consumers. This occurred mostly because Hispanic networks could not control the production of telenovelas in the
The agency where I worked at the time (Accecntmarketing) tried being a trailblazer in this area, but couldn’t because of all the logistical pitfalls…production companies, talent managers, networks and more all stood in the way. Things have come a long way when Telemundo manages the integration of seven Clorox products into the storyline ( HMW Archives 2/26/2007. Clorox Takes A Starring Role) .
Another thing we have never seen before is a network making changes to a telenovela once on the air. Telemundo has taken its greatest advantage (domestically produced telenovelas) and re-shot scenes based on focus groups and audience opinion. Sounds costly and risky…but again good for you! Because of this, they have managed to float Dame Chocolate from the death pit it was in to making decent ratings in a Univision/Televisa dominated genre.
So, to answer the opening rhetorical question (this is an oxymoron no?) I think it is genius. Genius that Telemundo has allowed themselves a “backdoor” to go in and fix things when they don’t work. Perhaps one day they’ll get it right from the get go. Genius also in that they are answering the needs of advertisers by creating memorable brand experiences within their programming. This is invaluable to advertisers as it is an “implied endorsement” by some of Hispanic TV’s most beloved characters. Either way, we’ll be cheering for them during the upfront in NYC this week.
Catch the promo below. If you ask me, the story line is very reminiscent of the Beverly Hillbillies meets Maria la del Barrio. Where did la Chilindrina in the story line come from?? LOL!
- Written by Miamiadguy
Comments
You overlooked the decades-long role of product integration and product placement in “Sabado Gigante”. It also worth noting that more than half of Telemundo’s novela are not produced domestically. Most are produced in Colombia and Mexico. Almost all of Telemundo’s telenovelas are produced in-house (with the notable exception of “La Esclava De Isaura”) but the majority are produced overseas.
Clemenseando
Noted…but Sabado Gigante is a giant game show and not really integration…just blatant commercialism. Which in the general market is the price is right. I mean storyline relevant integration that works on an emotional level. Not just placement as placement has been around for decades. Otherwise, true integration was not really available in the Hispanic market until recently. Especially not in the telenovela product.
Miamiadguy
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