TelevisaUnivision Is Confident Ahead of TV Upfront Despite Market Uncertainty

How is TelevisaUnivision eager about measurement this yr?

I’m so thrilled. Lastly, we have now been beating the drum for the previous two years, and we’re thrilled that Nielsen introduced that panel plus huge information goes to be the usual forex beginning within the fourth quarter of this yr. These upfront negotiations are all going to be based mostly on panel plus huge information throughout the board with everybody. Panel will nonetheless be there to do comparisons as a result of we’re going to want it there for a bit of bit, however over time, panel goes to go away, and it’ll solely be panel plus huge information, which is one thing that we’ve been speaking about.

What are the advantages of getting panel plus huge information as the principle forex?

Hispanics and multicultural has been an underrepresented viewers for approach too lengthy and this new forex shines a light-weight on how dangerous it was. Hispanics and different multicultural audiences as effectively will now have their truthful do. I’m thrilled that may now all going to be on the identical equal enjoying subject as a result of it has not been like that for approach too a few years.

What’s setting TelevisaUnivision aside this yr?

We’ve a really completely different worth proposition than all the opposite media firms. We stay and breathe Hispanics. All the things that we do is a part of our DNA, 24/7, so we have now the eagerness factors, and it’s actually rewarding once we do get new shoppers. We’ve a whole bunch of shoppers that also don’t lean into Hispanic advertising, and that has at all times been an enormous precedence with us. There’s nonetheless an enormous runway of alternative for capturing these advertisers who aren’t spending in Spanish language, and we’re fully laser-focused on it.

However once they do come on, and I informed you, we’ve introduced on 300 new shoppers, we see the ROI, and we see the expansion of enterprise, and it’s rewarding. We all know that it’s as a result of they’ve leaned into Hispanic advertising that they’ve gotten. They’ve seen their development. And never all media firms have that pen to paper.

See ADWEEK’s upfront protection right here, together with previews from YouTube, NBCUniversal, and Fox.