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2016 Hispanic TV Upfront Report
“We’ve activated over 120 accounts,” he says. “Our new clients include such luxury automotive brands as BMW, Mercedes-Benz, and Audi. Pharmaceutical is still very big, and the movie studios are spending more than we have ever seen.”
Asked whether dollars are shifting to digital from traditional media, Turner notes, “Truth be told, digital dollars are switching back to linear dollars.”
A FUSION OF IDEAS AND INNOVATION
On April 21, Univision said it had reached an agreement with Disney-owned ABC to become the 100% owner of multicultural millennial-focused multiplatform network Fusion. Univision immediately assumed ABC’s role in handling distribution and ad sales functions for Fusion while taking full editorial control of the network. Terms of the transaction were not disclosed.
With the transaction, Fusion joined a variety of multicultural—but not Hispanic-focused properties—under a new division branded as Fusion Media Group (FMG). In addition to the aforementioned site The Root and publication The Onion, FMG properties include the Robert Rodriguez-launched El Rey Network, which specializes in action and “grindhouse-style content”; three Onion-affiliated entities — spinoff entertainment-themed blog A.V. Club, viral content parody site Clickhole and phony gossip portal Starwipe; and Univision Digital and associated platform Flama.
Univision Music, which is different from Universal Music Latin Entertainment-owned Univision Music Group, is also being housed under FMG.
“With these properties, advertisers have any number of different opportunities that aren’t just Hispanic, but multicultural,” Turner says.
That’s important for Univision, he adds, as the company is “trying to sell solutions, not just 30- second spots.”
Returning to the question of whether Univision is now a multicultural media company, rather than a Hispanic media entity, Turner comments, “Univision Communications started as one Spanish-language television station. Now we are growing and changing with the industry, but make no mistake that TV is our No. 1 priority.”
Thus, Univision, younger broadcast sibling UniMás, and longtime cable TV network Galavisión remain integral components of the company’s Upfront and overall sales and marketing focus.
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The theme of Univision’s Upfront this year is “United We Stand, Together We Grow.” The company believes this accurately sums up how it’s going to market, highlighting Univision’s “young and influential viewers, massive unduplicated reach” and its commitment to serving the needs of its diverse group of multicultural viewers, which include bilinguals, millennials, die-hard novela devotees, sports fans, and political and news junkies.
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