Case Studies - George Lopez

In April 2002, Reyes Entertainment was retained by ABC Networks as Hispanic Market Consultant for the midseason comedy “George Lopez” starring renowned Latino comic George Lopez. With a planned run of four episodes, Reyes Entertainment focused on Latino media and community groups to get the word out on the series. Additionally, Reyes worked with ABC’s advertising, on-air promotions, publicity, and on-line departments to compliment their efforts vis-à-vis Latino and Spanish-language media markets.

Launched on March 27, 2002, “George Lopez” attracted over 10 million viewers to its premiere episode and won its time period scoring the highest ratings among Adults 18-49. The show also retained an impressive 97% of its lead-in audience from My Wife & Kids during its run.

In four quick weeks, George Lopez became ABC’s #1 mid-season comedy and the #1 broadcast network television program in Hispanic Homes throughout its run. In May, ABC announced that “George Lopez” would return for a full second season in the 2002-2003 primetime line up.

The following are sample strategies:

- Secure “George Lopez” presence at high-profile Latino media events.
- Work with Latino grassroots organizations such as LULAC, Hispanic Media Coalition, etc. to disseminate “George Lopez” to their constituents.
- Write and produce “George Lopez” greeting and promo reels for Latino events.
- Produce “George Lopez” premiums for giveaways and radio promotions.
- Translate and disseminate “George Lopez” press to Spanish-language and bilingual editors, producers, columnists, publishers and media executives.
- Work with ABC to devise radio promotions/contests/giveaways program.
- Work with talent management to book George Lopez as host of high-profile Latino events.
- E-Mail weekly episode updates and photos to TV / Entertainment / Latino journalists.

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