Profile: Steve Levin

May 21, 2001  •  Post A Comment

Title: Executive vice president, sales, Telemundo Network Group LLC.
Recent interesting deals: “We just completed a Telemundo/Gems [our cable network] high-impact media schedule and `trip to Paris’ promotion for the Arenas Group’s launch of Universal Pictures’ `The Mummy Returns,’ which opened to a record $70.1 million. … And not surprisingly, 25 percent of the ticket sales were to Hispanics. The value of the Hispanic consumer and the [return on investment] yield were off the charts.
“On April 29, we broadcast our biggest special of the year, `Heineken Presents the Billboard Latin Music Awards.’ We booked record sales of approximately $3 million … Ratings soared both on the network and in our local markets, and renewals are already being booked.”
The next big thing: “The 2001-02 upfront. Telemundo has grown substantially in audience delivery this year, and this upfront will be our biggest yet. While the English-language broadcast and cable networks are angst-ridden this year, Spanish-language networks are expecting substantial increases in both gross revenues and CPMs [costs per thousand]. In fact … we represent America’s fastest-growing demographic … Today, one out of every eight Americans is Hispanic. Advertisers and agencies are aware that, in the last 10 years, 40 percent of new consumers were Latino. What a terrific story!”
Things you wish you had sold less of: “Last year’s CPMs and CPPs [costs per point]. With the large increase in our Nielsen ratings and audience, we are pleased that we have fulfilled our promises and delivered on our estimates, but we wish that we had yielded more value for our company. We have strong momentum now and a better lineup next season so that we can satisfy both objectives.
Things you wish you had sold more of: “Only 25 percent of America’s top 1,000 advertisers are currently on Spanish-language television. I want to sell more of them on the benefits of marketing to Hispanic Americans.”
If you weren’t in media selling: “If I weren’t selling media at this time, I’d be disappointed. … [But] I would love to play second base for the 1962 San Francisco Giants, be a rabbi or own a vineyard and winery in the Central Coast of California.”