This renewal has one focus: JPMorganChase's financial-literacy content continues in the DMV, a partnership running since 2023, now joined by two seasons of Lo Nuestro, El Tiempo Latino's small-business series, each as the sole sponsor. Boston and Baltimore are proposed separately, as their own standalone documents.
Prepared for Justin Page · JPMorganChase
The DMV's Latino population is the region's engine of growth, and DC's Hispanic market grew faster than any major US metro over the last decade. JPMorganChase has told us directly that it wants to keep investing in that audience, and that Lo Nuestro, the format already built and proven in the DMV, is exactly the kind of content that does it.
The complete renewal: financial-literacy content and Lo Nuestro sponsorship, priced and delivered as one program.
Four years into this partnership, both sides agree on what's working: financial-literacy content that keeps reaching Latino households across the DMV, wave after wave, without losing steam. JPMorganChase wants to keep building on that, reaching new customers and deepening trust with a community it already serves.
Documented performance, not a projection: 2025 delivered Reach 436,733 · Impressions 1,504,808; the first three 2026 waves have already added Impressions 602,326 · Reach 482,429 more. 2025 Article · 2026 Article · Newsletter
Lo Nuestro opened a second way into that conversation. It reaches the same audience through the small businesses they already follow, in a format that travels further than a standard native ad. This renewal carries both forward.
The work ahead does two things:
What changes from 2026. The 2026 program runs (8) branded content waves. This renewal moves to (3) waves and adds (2) Lo Nuestro seasons, (18) episodes in total, at the same annual investment. The trade is deliberate. Lo Nuestro carries more production, more distribution and category exclusivity than the wave format it replaces, and it raises guaranteed delivery from 1,500,000 impressions in 2026 to 2,650,000 guaranteed digital impressions here.
Two formats, one strategy.
Branded content across the year, each wave built around a real financial decision. Two illustrative examples: a Hispanic Heritage Month wave, and a wave built around homeownership. These are starting points, not fixed; JPMorganChase can choose other topics and timing that fit its own calendar. Espacio writes and produces every asset, continuing the format that has run since 2023.
JPMorganChase presents Lo Nuestro next year as season title sponsor: the show runs as "Lo Nuestro, presentado por JPMorganChase," with category exclusivity locked for each season it presents. Each season profiles nine DMV Latino small-business owners over roughly three months, hosted by Rafael Ulloa.
Every wave and every Lo Nuestro episode runs across the same three channels:
ETL's first-party audience, with a focus on entrepreneurs
Every wave and every Lo Nuestro episode publishes to El Tiempo Latino's own DMV Latino audience first, then extends with paid boost built from that same audience, refined toward the people JPMorganChase cares most about: entrepreneurs, small-business owners, and anyone already showing interest in financial topics, carrying each asset beyond ETL's organic reach.
Each wave tests which message resonates: the topic, the framing, the call to action. What works becomes useful beyond the campaign itself, informing how JPMorganChase talks about its own products with this audience, reported at the same cadence and detail JPMorganChase already gets today.
| Deliverable | Detail |
|---|---|
| Creation | |
| (3) Branded content waves | Each wave includes:
|
| (2) Lo Nuestro season sponsorships | (9) episodes per season, (18) total, sole title sponsor, hosted by Rafael Ulloa. JPMorganChase is credited as sponsor on every asset created for the season: video, print, newsletter and social. Each episode includes:
|
| Distribution | |
| Published across El Tiempo Latino | Every wave and every Lo Nuestro episode, published across Instagram, Facebook, the Daily Newsletter and print editions |
| Boosted on Meta | Paid budget behind every wave and every Lo Nuestro episode, targeted toward entrepreneurs, small-business owners and people already showing interest in financial topics, extending reach beyond ETL's organic audience |
| Intelligence | |
| Message testing | Topic, framing and call to action compared within each wave; what resonates is shared back as insight JPMorganChase can use in its own messaging |
| Reporting | Quarterly reports tracking how the content and its learnings are developing, plus one consolidated annual report |
| Rights | |
| Content ownership | JPMorganChase may reuse all finished creative on its own channels; business selection for Lo Nuestro remains editorial |
Built from the published rate card: (2) Lo Nuestro seasons at the Season Title Sponsor rate (1,200,000+ digital impressions and 800,000+ estimated print reach each) plus (3) branded content waves priced line by line. Rate card value of the package is $97,400.
Dates and topics below are illustrative; JPMorganChase can choose different months or topics at kickoff
| When | What happens |
|---|---|
| Oct – Nov 2026 | Renewal signed. This window protects the full production calendar below. |
| January 2027 | Wave 1 launches. Topic set closer to the date. |
| February – April 2027 | Lo Nuestro Season 1, JPMorganChase as season title sponsor. |
| June 2027 | Wave 2 launches: homeownership, or a topic of JPMorganChase's choosing. |
| September 2027 | Wave 3 launches: Hispanic Heritage Month, or a topic of JPMorganChase's choosing. |
| October – December 2027 | Lo Nuestro Season 2, JPMorganChase as season title sponsor. |
This calendar, including its months and topics, is preliminary and set jointly at kickoff. A later signature date compresses the months available; it does not reduce the quality or the paid boost behind any single wave or season.
| Contracting entity | MasTV / El Planeta LLC, DBA El Tiempo Latino. W-9 provided on request. |
| Payment | Invoiced in full at the start of the program. Payment due net 30 from receipt of invoice. Payment by ACH or check. This program is priced, invoiced and delivered independently of the other proposals in this set. |
| Approvals | Two consolidated rounds of feedback per deliverable. Review windows set at kickoff to match JPMorganChase's legal and compliance calendar. |
| Delivery | Guaranteed figures assume the full program described above and are measured in Meta and Instagram Insights, the newsletter platform’s analytics and site analytics, reconciled in the final report. Any shortfall against a guaranteed figure is fulfilled with additional delivery at no cost to JPMorganChase. Estimated figures, including any that combine print, are not guaranteed and carry no make-good. |
| Content rights | JPMorganChase receives full usage rights to all content produced under this program, on its own channels, for the duration of the program and the twelve months following it. |
| Editorial | Selection of the businesses and people featured, and how their stories are told, remains an editorial decision. Sponsorship sits alongside the storytelling. |
| Outcomes | We commit to the delivery above, to ongoing optimization and to full transparency in reporting. No commitment is made on uptake of any JPMorganChase product or service. |
| Disclosure | All content published on El Tiempo Latino channels is clearly labeled as paid. |
| Validity | This proposal is confidential and valid through November 30, 2026. |
Two additional markets are ready when JPMorganChase is, each priced and delivered independently of this renewal.