Fox Broadcasting tasked Nativa with assessing the online awareness and sentiment surrounding their new Spanish-language television channel, Estrella TV. The client aimed to gauge the conversation trends among both general and Hispanic markets, identify which regions were most engaged with the channel, and receive strategic recommendations for improving the network’s overall reach and engagement.

Nativa utilized advanced online listening tools to analyze all English and Spanish mentions of Estrella TV across the U.S. and Puerto Rico. The data was drawn from mainstream websites, blogs, videos, photo-sharing platforms, podcasts, and social media communities such as Facebook, Twitter, and YouTube. This comprehensive approach allowed Nativa to assess both the volume and sentiment of online discussions about Estrella TV.

Based on the insights gathered, Nativa provided several key recommendations to improve Estrella TV’s strategy. Highlights include:

• Identifying California and New York as regions where viewers were struggling to locate the Estrella TV channel on their television networks. This finding led Fox to enhance its website and social media strategy to better inform potential viewers on how to access the network.
• Discovering that 20% of Twitter traffic was being misdirected to the wrong Twitter handle, prompting Fox’s social media team to take corrective action and resolve the issue with Twitter.

Through Nativa’s targeted research and analysis, Fox Broadcasting was able to refine its digital presence for Estrella TV. The improvements in website usability and social media management helped increase viewer engagement, particularly in key markets such as California and New York. By addressing key issues and enhancing online awareness, Estrella TV strengthened its foothold among Hispanic audiences and broadened its overall reach.