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HISPANIC TV UPFRONT REPORT-2017 EDITION HispanicAd.com/HispanicMarketOverview.com
Hispanic TV Upfront Report Q&A
Keith Turner, President of Advertising Sales and Marketing, Univision
The nation’s No. 1 Hispanic media company is using “Proof of Passion” as the theme of its 2017- 2018 Upfront presentation, scheduled for May 16 at the Lyric Theater in New York.
What are the marquee events, and key programs that Univision is focusing on for the 2017-2018 Upfront season? Are there are any exciting new additions of note to marketers?
Keith Turner
A key ingredient of success for marketers is generating consumer passion for their brand. With Hispanic America we know our audience’s passion runs deep when it comes to Univision content.
To underscore how this passion drives results and engagement for brands, we will present our “Proof of Passion” concept. No other company taps into the power of passion the way Univision does across our portfolio. We will showcase our passion-proof programming that spans soccer, news, family, music and drama.
From our tell-all bio series of one of Latin America’s most iconic artists, Luis Miguel, to telenovelas that represent our audiences today and the best of soccer from all around the world, marketers will have new advertising opportunities that will put them at the intersection of the most valuable consumer group and content that taps into their passion, for action-driven results.
Are there plans for any non-scripted series as we move into 2018? Is the focus still on scripted programs, and are telenovelas still predominantly in the mix?
We will have content across the gamut that taps into our audience’s passions—soccer, news, family, music and drama. We will have scripted programming, more productions coming out of our Story House Entertainment and W Studios.
We have done extensive consumer research and know that our audience wants to see more authentic and relatable stories. They want shorter formats with character-driven narratives that depict women in a position of strength. And, to that note, we will reflect that in the telenovelas we bring as well as introduce more unscripted formats, competitions, game shows and reality series, modern and compelling dramas, bio-series and gritty crime dramas.
How has Univision and its sister networks UniMás and Galavisión fit in to the millennial focus seen among many marketers? Has this primarily been with Fusion and the digital entities available to consumers?
In the past five years, our portfolio has grown and evolved in an effort to serve the rising growth segments— the next generation of American youth and the diverse communities that today make up the new American mainstream.