Posts Tagged ‘Hispanic DRTV’

To Dub or Not to Dub?

August 17, 2012

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By: Marcelino Miyares, Jr., Director Mercury en español

Something happened in the sports world in mid-May that will go down as a watershed moment in media. It wasn’t about the NBA playoffs or the NFL draft. It was a Sports Center advertisement on ESPN.

For 17 years, the “This is SportsCenter” advertisements have always been in English. But when Yankees second baseman Robinson Cano followed the path of Tony Romo, Albert Pujols, the Manning family, and dozens of others around the ESPN headquarters, giving high-fives to staff members, it was the first time ever that the ad was broadcast in Spanish, and it marked the first time the network showed a Spanish ad on both ESPN Deportes, its Spanish-language sports channel, and its English-language sister channel ESPN2.


Mercury Media Releases “The Power of the Hispanic Consumer”

April 27, 2010

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We’ve released the second installment of our TV Perspectives series of whitepapers today, “The Power of the Hispanic Consumer,” measuring the impact Hispanic consumers are having on direct response advertisers’ ROI.

According to the 2009 Mercury Media Hispanic Index™, an aggregation of results from our agency’s long-form DRTV campaigns that ran simultaneously in Spanish and English, brands that allocated, on average, 24% of their media spend to a separate and unique Hispanic campaign saw their overall sales revenue increase by an average of 47% and their revenue net of media spend grow by 71%.
(more…) DRTV’s Best Friend

April 19, 2010

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By Marcelino Miyares, Director, Mercury en español, Santa Monica

Two bits of good news regarding online “Direct Response” and Hispanics. First, Engage: Hispanics is keeping up the dialog on this issue. I believe it to be the most important growth opportunity in the Hispanic market, and not because of the revenues it may generate for advertisers and their agencies. This growth will continue to be organic for a few more years, because of the impact it is having on Direct Response TV (DRTV) campaigns, or what my friend and colleague, Jose Villa at Sensis, recently referred to as “the performance industry.”

Hispanic Market Weekly: Direct Response Television Growing Strong

March 3, 2010

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Above: (ProduTV) Mercury en español director Marcelino Miyares discusses the effectiveness of DRTV advertising to the Hispanic market, detailing the extraordinary success of beauty client InStyler (interview in Spanish)

Advertisers’ need for increased return on investment (ROI) for every dollar spent and the quest for solid metrics necessary to warrant larger – or even equivalent – advertising budgets, are shining the spotlight on direct response television (DRTV).

This media vehicle, long popular among advertisers using “800 numbers” to sell products ranging from English-language courses to beauty creams and cleaning products, is now gaining traction from brands seeking to introduce new products to Latinos and drive retail sales, explains Marcelino Miyares Jr., director of Mercury en Español, the Hispanic division of Mercury Media.

Advertisers already using DRTV to connect with non-Latino consumers or selling products in English began to see increased activity from Hispanics tuned to cable channels including mun2 and SíTV, notes Miyares.

“These channels were achieving results that surpassed advertisers’ general market numbers,” says Miyares. “It was a clear sign that the market was there and that it wasn’t being addressed. Many are taking the market seriously and are now seeing rewards.”

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Marcelino Miyares is director of Mercury en español, the first full service Hispanic direct response specialty practice in the U.S., where he has expanded the agency’s current in-language direct response television offerings to include a full suite of Hispanic, in- language general market, integrated direct response services.  Miyares has developed marketed communications programs for varied clients such as Body-by-Jake, Citibank, MCI, Signature Group, Montgomery Ward, PepsiCo, Ameritech, PharMor, American Stores, Beneficial Finance, Chrysler, Chevrolet, McDonald’s, Toys R Us, Philip Morris.

Contact him at

The Call is Queen

December 17, 2009

By: Marcelino Miyares, Director, Mercury en español, Santa Monica

It is easy to rest on the laurels of strong media performance – particularly when you are Mercury en español – but anyone aiming to replicate what we do would only know the half of it.  (more…)