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One company is lighting the fuse of multicultural marketing ahead of the TV upfront.
Today at the Alliance for Inclusive and Multicultural Marketing’s Diverse Owned and Targeted Media GrowthFronts, Fuse Media revealed strategic partnerships with Lionsgate, Tastemade and Trusted Media Brands (TMB). The moves expand the company’s owned and operated channels and increase scale ahead of the 2024-2025 upfront season.
The Latinx-owned entertainment company had a strong upfront in 2023-2024, with double-digit volume growth and high single-digit CPM increases, and Miguel Roggero, chairman and CEO of Fuse Media, told ADWEEK the goal is to build on that momentum.
“Our whole strategy has never really deviated. It’s delivering a diverse audience, but at significant scale,” Roggero said. “That’s what we’ve been building over the last couple of years, and these partnerships only help us do that on steroids.”
With Lionsgate, Fuse Media becomes an exclusive ad inventory seller for several FAST channels, including Ebony TV by Lionsgate, a channel featuring films and popular series celebrating Black culture; MovieSphere by Lionsgate, a channel showcasing even more blockbuster films; HerSphere by Lionsgate, a channel for female-driven stories; and OuterSphere by Lionsgate, which has sci-fi classics.
Also, though Tastemade and Trusted Media Brands have their own sales teams, Fuse Media is supporting their multicultural ad sales.
For Tastemade’s ad inventory, the deal includes Tastemade, Tastemade Travel, Tastemade Home and Tastemade en Español. Meanwhile, several TMB properties, including Fail Army, People Are Awesome, The Pet Collective, At Home With Family Handyman and Weather Spy, will be exclusively represented.
“In CTV, a lot of the narrative is the performance and viewership outpacing the demand from the advertising side of the business, and what we’re doing is helping support that,” said Patrick Courtney, head of digital and business development at Fuse Media. “We’re building that ecosystem by taking what we do very well—being diverse-owned media, reaching multicultural audiences—and then supporting really strong programmers in the FAST space in particular.”
Buying into buying power
According to the company, culturally diverse consumers have a buying power of $7 trillion, and the new partnerships help Fuse reach over 85% of multicultural households in the U.S., giving Fuse Media an even greater presence in the marketplace.
