TelevisaUnivision is the latest publisher to wrap up its upfront talks, ADWEEK has learned.
The Spanish-language network follows Disney, Fox, and NBCUniversal in officially closing its upfront negotiations. Like other publishers, TelevisaUnivision did not disclose its total volume or CPMs (cost per thousand viewers reached).
According to a source familiar with the matter, TelevisaUnivision delivered “historic” digital volume in this year’s upfront, which was driven by the growth of its ViX streamer. Meanwhile, overall volume for its core business was “consistent” with the previous year.
The source noted that the company’s ViX Música YA Fest initiatives, along with TelevisaUnivision’s live portfolio in music, sports, and primetime, drove a “record number of clients” to participate in this year’s upfront. The company previously announced ViX Música and its YA Fest during its upfront presentation in May.
There was also strong demand for the company’s updated digital content slate, including new formats like microdramas, which launched at the end of July and are bringing newer and engaged audiences to ViX.
Ahead of the launch of microdramas, Rafael Urbina, president of streaming and digital at TelevisaUnivision, told ADWEEK that the new format will give advertisers unique experiences and opportunities, with “tremendous potential around brand integration.”
Just a few weeks after TelevisaUnivision’s upfront event, its former ads leader, Donna Speciale, stepped down as the president of U.S. advertising and marketing after four years. Tim Natividad, who previously worked at TikTok, Roku, and Google, took over the role shortly after.
“TelevisaUnivision’s upfront is a powerful proof point of how we’ve modernized our content and capabilities to meet the evolving needs of our customers across all mediums—traditional network, mobile, social, and digital,” Natividad said in a statement regarding this year’s upfront cycle. “As the definitive voice of the U.S. Hispanic audience, we combine that cultural leadership with technological sophistication to deliver smarter solutions that place brands within the most compelling live and experiential content, alongside the fastest-growing consumer base in the country.”