Traditional media conglomerates might want to start speaking the same language as Spanish-media giant TelevisaUnivision.
The backer of the Univision network in the U.S. will on Tuesday offer a simple talk to advertisers who are shopping for video venues during the industry’s annual “upfront” market, when TV networks try to sell the bulk of their commercial inventory ahead of their next cycle of programing. Donna Speciale, president of U.S. advertising Sales and marketing, will give a 30-minute presentation to the assemblage visiting the company’s midtown showcase. After that, they can experience various facets of content themselves via an immersive experience.
“For us, this year, this upfront is all about putting culture front and center,” Speciale explains in an interview.” In years past, she says, the company has had to spend a lot of time educating Madison Avenue on the value of the company’s Spanish-speaking viewers. With gains made in recent upfronts, she says, the time has come to focus more intently on what viewers enjoy.
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Media companies say they are mindful of advertisers’ time and try to keep their showcases this week to 90 minutes. But they often exceed their boundaries.
Rather than talking to attendees about TelevisaUnivision, the company wants visitors to experience it for themselves. One platform getting a spotlight is Sistema Uforia, which allows advertisers to plug into more than 500 touchpoints across its portfolio, including a three-day festival called Lo Nuestro Fest, slated to take place in Miami in February 25. The company will gather Latin creators in the summer of 2025 in conjunction with its youth-music awards show, Premios Juventud. And it is launching a new arm devoted to discovering artists ,giving sponsors a chance to connect to rising musicians and culture makers.
TelevisaUnivision is slated to announce a new ad-supported premium tier for its ViX streaming service, which will be made available May 15 and will include e-commerce.
In 2023, TelevisaUnivision indicated that it expected upfront ad commitments to be “up mid to single digits” as Univision took share from its English-language rivals.
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