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2019 Hispanic TV Upfront Guide
Presented by HispanicAd.com
NBCUNIVERSAL TELEMUNDO ENTERPRISES
With Pitbull entertaining attendees on Monday, May 13, at an annual party many look forward to, NBCUniversal Telemundo Enterprises is pitching marketers with many of the same talking points key executives have used over the last several years as differentiation points between Telemundo and the Universo cable TV network, and its peers in the U.S. Hispanic space.
That said, Telemundo appears to sticking to the “tried and true” with its prime-time programming while putting a big focus on what’s shaping
up to be a “Summer of Soccer.”
In fact, Cesar Conde, Chairman of NBCUniversal Telemundo Enterprises, shared much of the same Hispanic demographic positives as Univision in a pre-Upfront presentation held May 9.
Some of the more obvious points to seasoned multicultural marketers were emphasized: Hispanic consumers are tech savvy. Soccer remains huge. Latin music is growing. And, “the future of our country is being shaped by U.S. Hispanics.”
With that, Conde said Telemundo is the best choice for marketers’ ad dollars, noting how it is “the only network” creating its own scripted shows, as Univision relies on a close partnership with Televisa. As such, Telemundo can customize content and develop programs expressly for the U.S. Hispanic consumer — just as it has been touting for several years.
Conde turned his attention to Telemundo’s growth in its news offerings, both on the national and O&O level, before sharing programming details. He touted the “double-digit growth” seen for all properties. Then, he declared that Telemundo is the “undisputed Hispanic leader” of coverage pertaining to the upcoming 2020 presidential cycle. Telemundo is benefiting from its luck of being a host to one the first Democratic presidential debates, scheduled for June at the Adrienne Arsht Center in Miami.
Ana Ceppi, Senior Vice President, Hispanic Strategy and Client Experiences, Advertising Sales, then appeared. In perhaps one of the most audacious statements yet at an Upfront, Ceppi declared that marketers should place 50% of their advertising budget with Telemundo.
Why? “We really have everything and something for everyone, from global sporting events to the biggest nights in Latin music and top-rated Super Series.”
She even gushed over Telemundo’s “pulse-pounding programming” and how the network is reaching 4 in 10 Hispanics who do not watch English-language television, as well as the many bilingual, bicultural Hispanics who are driving today’s economy.