TelevisaUnivision is the newest writer to wrap up its upfront talks, ADWEEK has discovered.
The Spanish-language community follows Disney, Fox, and NBCUniversal in formally closing its upfront negotiations. Like different publishers, TelevisaUnivision didn’t disclose its complete quantity or CPMs (value per thousand viewers reached).
In keeping with a supply acquainted with the matter, TelevisaUnivision delivered “historic” digital quantity on this 12 months’s upfront, which was pushed by the expansion of its ViX streamer. In the meantime, total quantity for its core enterprise was “constant” with the earlier 12 months.
The supply famous that the corporate’s ViX Música YA Fest initiatives, together with TelevisaUnivision’s stay portfolio in music, sports activities, and primetime, drove a “document variety of purchasers” to take part on this 12 months’s upfront. The corporate beforehand introduced ViX Música and its YA Fest throughout its upfront presentation in Might.
There was additionally sturdy demand for the corporate’s up to date digital content material slate, together with new codecs like microdramas, which launched on the finish of July and are bringing newer and engaged audiences to ViX.
Forward of the launch of microdramas, Rafael Urbina, president of streaming and digital at TelevisaUnivision, advised ADWEEK that the brand new format will give advertisers distinctive experiences and alternatives, with “large potential round model integration.”
Only a few weeks after TelevisaUnivision’s upfront occasion, its former adverts chief, Donna Speciale, stepped down because the president of U.S. promoting and advertising and marketing after 4 years. Tim Natividad, who beforehand labored at TikTok, Roku, and Google, took over the position shortly after.
“TelevisaUnivision’s upfront is a strong proof level of how we’ve modernized our content material and capabilities to fulfill the evolving wants of our clients throughout all mediums—conventional community, cell, social, and digital,” Natividad stated in a press release relating to this 12 months’s upfront cycle. “Because the definitive voice of the U.S. Hispanic viewers, we mix that cultural management with technological sophistication to ship smarter options that place manufacturers inside essentially the most compelling stay and experiential content material, alongside the fastest-growing client base within the nation.”
Moreover, TelevisaUnivision’s family graph powered document quantity this 12 months, with 100% of streaming commitments activated by means of the graph’s superior focusing on capabilities, the supply stated. The corporate’s family graph covers almost 100% of U.S. Spanish-speaking households, with development in advertisers activating up 40% in contrast with final 12 months.
Development was additionally fueled throughout the pharmaceutical and drinks classes, with TelevisaUnivision seeing “double-digit development” in prescription drugs in contrast with final 12 months.
