Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!
For its 2024 upfront event on Tuesday, TelevisaUnivision welcomed advertisers to its “casa” to talk measurement over margaritas.
The Spanish-language broadcast network immersed upfront attendees in Spanish culture through its “Casa Cultura,” a blend of food, music and entertainment while spotlighting its key points of differentiation in the category: precision in measurement capabilities and programming.
After joining in on the opening number featuring an original song written and composed by the TelevisaUnivision music team, its president of U.S. advertising sales and marketing, Donna Speciale, took the stage at HK Hall in New York City to continue showcasing the network’s in-house capabilities. With a focus on data measurement, younger audiences and programming across sports, music and entertainment, Speciale made it clear that TelevisaUnivision is a one-stop shop when it comes to forging connections with the growing majority that is the Hispanic and Latinx audience.
In data we trust
In 2022, TelevisaUnivision launched its household graph offering, which covers nearly 100% of Hispanic households in the U.S. The household graph, which utilizes the network’s first-party data, was created to close the measurement gap that often deters advertisers from investing their media dollars in Hispanic audiences.
Since launching, 250 brands have partnered with the broadcast network’s household graph. In response, the network has further beefed up its media offerings and announced a second-screen shopping experience that makes its content a “storefront,” along with other new premium ad formats. The shoppable unit made its debut during the Latin American Music Awards and will continue alongside the network’s major IP events.
Advertisers have increasingly expressed an interest in connecting with the Hispanic audience, but it’s another feat to connect with them authentically. TelevisaUnivision’s brand studio, Así Studios, assists advertisers in everything from producing creative to working with Hispanic creators.
Committed to all ages
According to ViX CEO Pierluigi Gazzolo, the Spanish-language streaming service reaches 50 million monthly active users globally, with 70% growth in the U.S. year over year.
The success prompted the network to create an ad-supported premium tier for its streaming service that will be available starting May 15th. ViX programming includes TelevisaUnivision originals, seeing further investment through a newly minted deal with Emmy-nominated Mexican producer Juanpa Zurita and his production company, ARCO Entertainment Media. Zurita is a Latin American content creator who rose to fame through his social content.