Cynthia Olavrria, star of Telemundo's Web mini-novela, "Y Vuelo a Ti," after making a deposit at a Chase ATM. Photo Credit: Telemundo
Product Placement Rises in Networks’ Telenovelas

Cynthia Olavrria, star of Telemundo's Web mini-novela, "Y Vuelo a Ti," after making a deposit at a Chase ATM. Photo Credit: Telemundo

Viewers who tuned in to watch the Telemundo telenovela “Mi Corazón Insiste” last week may have seen a new type of cliffhanger, one that directed them to a Web site with exclusive content sponsored by JPMorgan Chase.

Cynthia Olavrria, star of Telemundo’s Web mini-novela, “Y Vuelo a  Ti,” after making a deposit at a Chase ATM.

Coming off a strong upfront season — when advertisers buy commercial time before the season — the two major Spanish language television networks, Telemundo and Univision, are lining up more opportunities for advertisers wanting to incorporate their products into their telenovelas.

While the idea of product placement, or as marketers prefer to call it, branded entertainment, is far from new, the campaigns are becoming increasingly sophisticated with elements that take the products from the telenovela to the Web and mobile devices.

Read the entire article at The New York Times.