And our linear business is important to us. That is where the cultural moments begin and live. Our tentpoles are there. The 25th anniversary of the Latin Grammy Awards in November is critical. Premios Juventud in the summer. And now this summer with Copa. It’s life. And this is where consumers come for their passion points, and marketers are now seeing it. But we’re unique, and that’s why I think we’re going to fare very well this upfront.
And last year, the Super Bowl announcement was a big splash. How did that do?
It was the most watched Super Bowl on a Spanish-language network ever, and it’s been broadcast in Spanish since 2014. So, it was historical. The National Football League was really happy. We had more than 90 hours of coverage in the entire week leading up to the Big Game. We leaned in with [shows like] Despierta América!, and we were promoting it all throughout the week, which I think helped with the historical numbers.
We’re excited to continue to diversify our sports portfolio for our clients. For fútbol, we have over 50% of the coverage of the country. But diversifying our sports for the Hispanic audiences is definitely a priority for us. This is going to be the biggest summer of soccer for us and for the Hispanic audience. There’s nothing like Copa, and having it in the U.S. is going to be huge. We’re excited, and we’re going to be announcing some really big sponsors.
Last year, you said that 2022 is about change and 2023 was about differentiation. What was the main 2024 upfront message for TelevisaUnivision?
It’s clear and simple: 2024 is all about putting culture front and center. Marketers know that culture drives all consumer behavior. And we are a giant culture platform with hundreds of touchpoints across our entire portfolio with our four networks, our streaming service, all of our capabilities. [We are] leaning into news, sports, entertainment.
We have every cultural moment and passion point that our audience needs, and culture is at the center of everything we do. And everything we do is basically 95% live. That’s also a very unique proposition across the landscape.
OK, my last question for you is a very easy one: Will we see you and TelevisaUnivision back at upfronts next year?
Of course! Listen, our upfront, regardless of the format—and I loved our format this year—is a really important moment time for marketers to see and feel the power of our community. Like I said, we live and breathe it 24/7, but it’s an exclusive growth driver for their business. And this is their moment and our moment to bring it to life.