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2016 Hispanic TV Upfront Report
A UNITED GROWTH PLAN PUTS UNIVISION IN AN ENVIABLE UPFRONT POSITION
Telemundo may be salivating at the chance to finally topple Univision as the nation’s top-rated Spanish-language broadcast television network, given its investment in news, the World Cup and the Olympic Games. But Univision isn’t flinching, and believes it will remain the industry’s results champion.
Is 2017 the year that Univision falls behind its longtime rival, Telemundo, in the ever-fervent Hispanic TV ratings race?
No way, says Univision Communications President of Sales and Marketing Keith Turner.
That’s because Univision, like many other Hispanic-centric media companies, has evolved in recent years to become a multiplatform distribution platform for content that appeals to a diverse array of Latino consumers.
But, Univision Communications is also a multicultural multiplatform player,
with African-American news and information portal The Root and millennial-focused satirical news publication The Onion now among its properties.
These acquisitions make total sense to Turner, for he believes it speaks to Univision’s mission from Day One to serve as “an integrated solution” to the multicultural marketplace.
“Since I’ve been here we have never looked at the ‘Hispanic’ marketplace,” he notes. “We’ve looked at the ‘Total Market’ marketplace. We are looking at advertising only in the general market—at ABC, NBC, FOX, and CBS.”
With cable access for our networks, and with 62 broadcast television stations and 69 radio stations, Turner believes Univision is an equal to the Big Four networks.
While some advertisers may disagree, Univision is pleased with its current upfront pacing.
“Business has been healthy for us, with four consecutive quarters of significant growth,” Turner says. “Our second quarter is off the charts. Yes, it’s still early and we don’t have a feel for numbers of projections for our Upfront season, but we’re really positive right now.”
Is digital driving the growth, or is it particularly attributed to another key factor? No, says Turner. Overall growth is being seen for Univision.
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