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2016 Hispanic TV Upfront Report FOUR VERTICALS UP FOR CHOICE
Univision’s 2016 Upfront presentation, set for 11am on Tuesday, May 17 at New York’s historic Lyric Theatre, will put the spotlight on four new content verticals advertisers can take advantage of.
• TELENOVELAS—For the first time, Univision is working with its partners at Televisa in “freshening” its offering of prime-time soap operas. “We plan to offer younger, hipper, smarter telenovelas with storylines that are more empowering to women and series that are shorter in length,” Turner says.
• COMEDY—Two Televisa-produced sitcoms are on the programming skein for Univision, offering a new dynamic for both advertisers and viewers.
• SOCCER—In a year where the World Cup is getting plenty of attention, the Univision team believes it has a bigger property on its hands. “The Copa Centenario will be featured on 17 nights, in prime-time,” Turner says. “We believe that we will see a larger audience for these matches than our competitor will for the World Cup. We’re in great shape, in terms of soccer.” Coverage begins June 3 with group matches and concludes June 26 with the final.
The Univision Deportes cable channel in April celebrated its fourth anniversary. In just four years, it’s become a major player in a crowded market and is the home to not only the Copa Centenario but also the 2017 Gold Cup, U.S. men’s national team and Mexico men’s national team soccer matches, 2018 European national team competitions including UEFA Nations League, and the 2020 Euro Cup.
• REGIONAL MEXICAN MUSIC—In perhaps the most dramatic move Univision has made in recent years, the company has doubled-down on its investment in what remains the top music genre nationwide among all Hispanics: Regional Mexican. New shows, specials, concerts and live performances featuring what Turner calls “the fastest-growing musical segment” among non-Caribbean Latinos are being added to Univision’s TV stations. As a result, its array of Regional Mexican radio stations across the U.S. will be fully activated and tied to all televised efforts—giving advertisers a multilevel platform like never before.
“Some 92% of Univision viewers aged 18-49 tune in live. Not even the Super Bowl can make that statement,” Turner boasts. “Some 74% of Univision viewers aged 18-49 are not watching the top English-language networks. No other Hispanic network can make that statement. I feel we are in great shape, and we will have a great upfront.”
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