It’s been 4 years since Donna Speciale stepped into the function as president of U.S. promoting and advertising at TelevisaUnivision, and regardless of lots of modifications, she’s optimistic heading into this yr’s upfront.

Throughout her time with the corporate, Speciale’s workforce has added greater than 300 new shoppers—greater than 125 of them in 2024 alone—bringing in over half a billion {dollars} in new enterprise.

One of many greatest modifications from final yr is that TelevisaUnivision introduced on a brand new CEO, Daniel Alegre, who formally joined final October, in addition to a brand new chief content material officer, Jose Luis Fabila, who beforehand oversaw the Mexico aspect of the corporate.

With the addition of the brand new management, Speciale says TelevisaUnivision is bringing content material below one umbrella throughout their platforms. It’s a content-first strategy that additionally focuses on a cross-generational viewers to achieve youthful viewers.

“We’re going to be coming to market in a way more complete technique to faucet into the attain and the affect that we have now not simply on a nationwide scale, however throughout each market that we serve,” Speciale informed ADWEEK.

Heading into this yr’s upfront and the corporate’s Might 13 presentation at Corridor des Lumières in New York, Speciale stated she has loads of “confidence and delight” in regards to the TelevisaUnivision model.

The advert chief spoke with ADWEEK in regards to the firm’s priorities heading into the brand new TV season and the way it’s approaching the market given ongoing uncertainty introduced on by tariffs stemming from the Trump administration.

This interview has been edited and condensed.


Media buyers share insights to the 2025 TV upfront.

ADWEEK: How is TelevisaUnivision’s strategy to the TV upfront this yr completely different from final yr’s or earlier years?

Speciale: We follow the identical factor. For us, it’s at all times been about actually getting our shoppers to be immersed throughout the content material, and to know the distinctiveness of the Hispanic viewers.

Hispanic and the Latino viewers and our shoppers are very completely different. We’re very family-oriented. The eagerness factors, the cultural relevance. Soccer is such an enormous cultural second when it’s occurring. We’re going to have the summer season of soccer this yr, which is main as much as the World Cup, which we don’t have, however we have now Street to the World Cup right through subsequent summer season.