The 2024 Upfront Message From TelevisaUnivision: Get on Your Feet and Culture Up Ahora!

The Big Message There39s no way no how that advertisers can avoid spending a major percent of their media spending on TelevisaUnivision and its catalog of TV radio music and multimedia assets quotWe are a crossplatform juggernautquot insisted Donna Speciale the company39s US Advertising Sales and Marketing President quotWe39re putting culture front and center because it is the number one driver of consumer behavior Our culture platform is your control agent for growthquotHosts Speciale who in her time at TelevisaUnivision has become a leading advocate for fullthrottle sponsorship of Spanishlanguage TV in general was the primary host Vix Chief Executive Officer Pierluigi Gazzolo and Univision Networks Group President Ignacio Meyer led their respective presentation segmentsWhat Worked Speciale inviting the advertising community throughout the presentation to break past Spanishlanguage TV spending habits while breaking away from audience panel measurement as the main tool for determining how much to spend and when quotAdvertisers must make longterm commitments not oneoff campaigns tied to a special time of year Hispanic Heritage Month for example or a celebrity The advertisers who are consistent and authentic with this audience are killing itquot she continued quotIt39s time to stop thinking of this audience as minor and spend in a major way There are no more excusesquotWhat Also Worked Remember the days when Univision preTelevisa merger emanated its annual Upfront event from a Broadway theater with an opening Broadwaystyle musical number and company executives getting their spotlight moment Whether yes or no the Broadway pizzaz came back this year with quotViva Casa CulturaLong Live Culture Housequot performed by the Revolution Latina troupe and staged with snap and gusto by Luis Salgado In The HeightsOn Your Feet Towards the end Speciale got her chance to sing and dance lively plus drum it up with percussionist Manny Marquezamp160amp160What Can Work Here Greater detail on longterm content development at the various channels especially development of weekly and dailynightly scripted series produced in the US and featuring US Latino talent on and offcamera A subject way overdue for indepth examination at TV industry conferencesData Points Latinos make up 20 percent of the US population and expected to spend 32 trillion on merchandise and services this year A record 36 million Hispanic citizens are eligible to vote in the 2024 Presidential Election in November TelevisaUnivision added 100 new advertisers to its roster last year and more than 250 brands are using companyprovided household graph charts covering almost 100 percent of Spanishspeaking homes to decide how much to spendNews Upcoming series attractions on Vix include Arcadia a mysteryrelationship drama set in the Canary Islands content from Juanpa Zurita39s Arco Entertainment venture and Chiquis Sin FiltroChiquis Without Filters documenting the media personality39s career and personal life Unimas will launch Vence a las Estrellas a nightly game show pitting contestants against celebrity teams for a cash jackpot that can increase from episode to episode Univision39s annual Premio Lo NuestroMusic Awards live special will create a threeday Latin musicculture festival in Miami next February opening up new sponsorship options And going forward TelevisaUnivision will use big data exclusively from Nielsen and Videoamp to monitor viewership and other cultural touchpointsBonus Points Music superstar Shakira made an unbilled appearance during the presentation to announce the use of her song quotPunteriaquot as the theme for Copa America 2024 soccer tournament coverage A threeperson mariachi band serenaded attendees39 postpresentation while they networked checked out exhibits on both floors and nibbled appetizers from Cuban sandwiches to Mexican street corn Also postpresentation bilingual singer Becky G performed her tunes at a primetime concertParting Words quotThis industry has a real data problem All minorities continue to be undercounted in the data This is an outdated methodologyamp8230a discriminatory practice Adoption of big data is much too slowquot Donna Speciale TelevisaUnivision President of US Advertising Sales and MarketingquotIt was so refreshing to walk onto a Premios stage and show up as my true authentic self I felt so seen and representedquot Becky G describing her performance at the recent Latin American Music Awards carried live on UnivisionquotNo one can win without the Latino votequot Noticias Univision coanchorperson Jorge RamosquotNo matter the genre or the platform we are the destination for US Hispanicsquot Ignacio Meyer Univision Networks Group PresidentquotI want to be a witness for how music transcends borders communities and culturequot ShakiraPhotos courtesy of TelevisaUnivisionClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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The 2024 Upfront Message From TelevisaUnivision: Get on Your Feet and Culture Up Ahora!

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