Telemundo's premiere of "La Voz Kids" has attracted Ford, State Farm and AT&T, among other new advertisers. The two-hour show drew 700,000 viewers in the 18-to-34 demo at its peak. Ford has been working on a product-integration deal with the show. "Our vehicle is going to play a key role in the behind-the-scenes stories of the families," says Dave Rodriguez, Ford's multicultural manager for U.S. marketing.
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