nglmitú

New York, NY (May 6, 2025) — NGLmitú, reaching a vibrant community of over 15 million bilingual and bicultural Latinos, took center stage at NewFronts 2025 to highlight the power of the "200%er"—a growing segment that is both fully American and fully Latino, shaping culture and driving consumer trends nationwide. No other brand resonates with this culture-setting demographic more than NGLmitu. Boasting engagement rates six times the industry benchmark, driven by their authentic, social-first content, NGLmitú understands how to resonate with today's Latino audience. The NewFronts presentation featured the unveiling of new content initiatives, audience insights and targeting tools, and strategic partnerships.

The night’s most significant announcements centered on four key pillars: a groundbreaking partnership with Fuse Media, the debut of the Mitúlytics insights platform, the relaunch of Hispanic Kitchen, and a partnership with Drafted, a vertical celebrating Latinas in sports.

With Latinos now the core driver of growth across the U.S. population and economy, NGLmitú used its NewFronts moment to push back on outdated marketing and advertising assumptions. “There’s a misconception that Latinos represent a niche audience of consumers, or that spend should be driven ‘just for the sake of diversity.’ In reality, this cohort is a booming cultural and economic force,” said Joe Bernard, Chief Revenue Officer at NGLmitú. “We’re doing something that’s never been done before. This isn’t about checking a box for corporate social responsibility. It’s about building something bigger. “This isn’t about DEI - this is about whether you want your brand to resonate with the most impactful, culture-leading demographic in the US across any age, race, gender or ethnicity. We’re giving brands the content, insights, and distribution power they need to show up in the meaningful ways Latinos expect and crave. And if you’re not spending on this audience, and with us, you’re leaving dollars on the table.”

One of the evening’s major developments was NGLmitú’s strategic partnership with Latino-owned Fuse Media, a global entertainment company known for purpose-driven storytelling. The collaboration brings together NGLmitú’s highly engaged 15 million-strong social audience with Fuse’s expansive multi-platform reach, spanning over 52 million monthly viewers and 85% of multicultural U.S. households, to create a cross-cultural powerhouse aimed at what they call “the growth engine of America.” “Fuse Media is proud to join forces with NGLmitú to deliver culturally authentic, results-driven solutions for advertisers,” said Jim Keller, Chief Revenue Officer of Fuse Media. “By combining our omni-channel reach—spanning social, CTV, and linear—with the power of Fuse Media's AMPLITUDE ad solutions, we’re empowering brands to connect with the growth engine of America in more meaningful and impactful ways.”

Leveraging Fuse Media’s AMPLITUDE ad solutions, the partnership unlocks culturally resonant, performance-driven campaigns across premium content, creators, and advanced ad tech. At the same time, Fuse Media has unprecedented access to mitú, the largest and most engaging media brand among Latino consumers, and NGL’s Comscore-ranked #1 audience.

“Through our partnership with Fuse Media, we are excited to offer fresh, culturally relevant content solutions, born of NGLmitú’s ‘front row’ position with the 200% Latino audience,” said Joe Bernard. “Combining our highly engaged social audience with Fuse Media’s massive reach and ad solutions in the streaming space creates a truly unique opportunity for advertisers to reach this highly sought-after growth segment authentically and at scale.”

“As a diverse-owned company, we understand how critical it is for brands to engage Hispanic consumers authentically, in-culture, across platforms and touchpoints. This collaboration with NGLmitú is rooted in shared values of community and culture—and delivers a compelling solution for partners and agencies looking to make a meaningful impact in a rapidly growing market. We look forward to growing the collaboration throughout the year.” said John Baez, SVP/Head of Partnership Strategy at Fuse Media.

In response to growing brand demand for real-time performance data and cultural insights, NGLmitú introduced Mitúlytics, its proprietary first-party audience intelligence platform. Built on a custom panel of mitú’s engaged community and powered in part by Videotape, an AI-integrated video-based focus group tool, Mitúlytics bridges the gap between qualitative storytelling and quantitative benchmarking.

The platform enables brands to test content, creative, and messaging before launch, measure campaign lift, and understand cultural fit with unmatched depth and nuance. It also includes findings from “No Filter: Today’s Latino Experience,” a groundbreaking study capturing nearly 2,000 video responses from Latinos across the U.S., offering an unfiltered look into lived experiences and multigenerational identity. One of the largest quantitative research studies conducted on the US Hispanic market with a fresh perspective on how to approach this audience.

NGLmitú also highlighted the role of Mitúlytics in an exciting new initiative aimed at empowering advertisers to target the 200% audience through media campaigns. This involves custom, readily available audience segments applicable to both direct and programmatic media buys. By leveraging first-party insights from Mitúlytics, combined with first-party data from their #1 comScore-ranked media platform, NGLmitú partners with a DMP to scale these unique 200% audience segments. Demonstrating their signature creativity, NGLmitú unveiled this innovative targeting solution through a fun and memorable video.

NGLmitú also debuted new content under the relaunch of Hispanic Kitchen, a revitalized food platform led by culinary strategist and creator Hugo Gamino. The brand fills a long-standing gap in the market with vibrant, high-quality food storytelling that blends beloved family recipes, creator collaborations, and original series.

Rounding out the night was the partnership announcement with DRAFTED, a media brand that speaks sports through the lens of Latina culture. Co-founded by Karina Martinez and Jennifer Yepez-Blundell, it’s a social-first platform that unapologetically centers Latinas, a powerful and often undervalued force in sports culture.

Combining original programming and community-driven storytelling, Drafted will highlight the influence, pride, and power of Latina sports fans and athletes, creating space for authentic representation and meaningful engagement within a growing cultural movement.

“What makes this moment different is that we’re not just following culture, we’re shaping it,” said Vanessa Vigil, Chief Brand Officer at NGLmitú. “We’re listening to our audience and building content to meet their actual desires, not just outdated perceptions of what they want.”

NGLmitú is the leading digital media and entertainment company for reaching US Latinos. Its top ComScore rated digital media network reaches over 30 million unique users a month, ranking in the top 20 of all media companies delivering US Latinos in digital. Consumer-facing brands we are mitú, Somos mitú, FIERCE, crema, and Hispanic Kitchen have a combined reach of 15 million followers across social media. NGLmitú super serves the largest growth segment of the U.S. Latino market, those who are English-first or bilingual and digital-first. NGLmitú is a division of GoDigital Media Group, a multinational conglomerate founded in 2006 by Jason Peterson, with a mission to connect consumers to joy through content, community, and commerce. For more information, visit nglmitu.com.