Court TV Targets Hispanics Via Marketing Campaign
Court TV is using the Internet to boost its offering among Hispanic consumers.
The network is offering Spanish-language versions of episodes from its Psychic Detective series online. This week, AOL Latino is streaming three Spanish-narrated episodes. The site will also direct viewers to CourtTV.com/Latino/Psychic to watch other clips.
A new Spanish-language episode will debut on Dec. 18 on AOL Latino, and then drive viewers with a link to the Court TV microsite.
“We wanted to capitalize on the existing growing Hispanic audience we have,” said Mary Corigliano, senior vice president of marketing at Court TV. “It’s a great opportunity to speak to them their language.”
Hispanics represent about 15% of Court TV’s viewing audience, according to the network. The network had 3.2 million Hispanic viewers in November, up 10% from last year with a target audience of 2.9 million people.
The goal behind the program is to boost the Psychic Detectives show and persuade the Latino audience to sample the Web site, Corigliano said.
Court TV is promoting the campaign via banner ads and 30-second radio spots on Spanish-language radio stations. The network is working with Turner Broadcasting System’s Multicultural Market Development division on the effort.
The campaign precedes other multicultural marketing pushes Court TV is entertaining for 2007, Corigliano said.
Psychic Detectives explores true crimes stories in which psychics help detectives solve cases. The show regularly airs at 10 p.m. ET on Wednesdays.
Media Storm, Norwalk, CT, handled media planning and buying and Deep Focus, Brooklyn, NY, developed online ads for the campaign. Amalgamated created the Spanish language radio spot.
