{"id":76011,"date":"2025-05-06T17:42:59","date_gmt":"2025-05-06T17:42:59","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/05\/06\/televisaunivision-is-confident-ahead-of-tv-upfront-despite-market-uncertainty\/"},"modified":"2025-05-06T17:44:16","modified_gmt":"2025-05-06T17:44:16","slug":"televisaunivision-is-confident-ahead-of-tv-upfront-despite-market-uncertainty","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/05\/06\/televisaunivision-is-confident-ahead-of-tv-upfront-despite-market-uncertainty\/","title":{"rendered":"TelevisaUnivision Is Confident Ahead of TV Upfront Despite Market Uncertainty"},"content":{"rendered":"

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It\u2019s 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\u2019s optimistic heading into this yr\u2019s upfront<\/a>.<\/p>\n

Throughout her time with the corporate, Speciale\u2019s workforce has added greater than 300 new shoppers\u2014greater than 125 of them in 2024 alone\u2014bringing in over half a billion {dollars} in new enterprise.<\/p>\n

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.<\/p>\n

With the addition of the brand new management, Speciale says TelevisaUnivision is bringing content material below one umbrella throughout their platforms. It\u2019s a content-first strategy that additionally focuses on a cross-generational viewers to achieve youthful viewers.<\/p>\n

\u201cWe\u2019re 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,\u201d Speciale informed ADWEEK.<\/p>\n

Heading into this yr\u2019s upfront and the corporate\u2019s Might 13 presentation at Corridor des Lumi\u00e8res in New York, Speciale stated she has loads of \u201cconfidence and delight\u201d in regards to the TelevisaUnivision model. <\/p>\n

The advert chief spoke with ADWEEK in regards to the firm\u2019s priorities heading into the brand new TV season and the way it\u2019s approaching the market given ongoing uncertainty introduced on by tariffs stemming from the Trump administration.<\/p>\n

This interview has been edited and condensed.<\/em><\/p>\n

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ADWEEK: How is TelevisaUnivision\u2019s strategy to the TV upfront this yr completely different from final yr\u2019s or earlier years?
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Speciale: We follow the identical factor. For us, it\u2019s 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.<\/p>\n

Hispanic and the Latino viewers and our shoppers are very completely different. We\u2019re very family-oriented. The eagerness factors, the cultural relevance. Soccer is such an enormous cultural second when it\u2019s occurring. We\u2019re going to have the summer season of soccer this yr, which is main as much as the World Cup, which we don\u2019t have, however we have now Street to the World Cup right through subsequent summer season. <\/p>\n

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What are a few of the targets you\u2019re eager about?<\/strong><\/p>\n

Objectives of our upfront have at all times been to immerse the manufacturers and shoppers\u2014and for them to know and stay and breathe what the Hispanic viewers, and uniqueness and the expansion alternatives, can deliver to their shoppers, deliver to their enterprise.<\/p>\n

We’ve to beat the drum yr after yr. We are actually shut to twenty% of the inhabitants, and it\u2019s rising. Given what is going on proper now within the market with some moments of uncertainty, development is unquestionably an space that shoppers are going to be specializing in. These investments that drive the most important affect. So I\u2019m feeling actually good about the place we sit within the panorama as a result of each greenback that you simply put into our platforms is a large development alternative, and it’ll deliver ROI to their enterprise.<\/p>\n

What are TelevisaUnivision\u2019s priorities this yr heading into the upfront?
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With this new overview of getting a chief content material officer throughout every little thing, you\u2019re going to be seeing an enormous funding, much more funding into our primetime space and linear in addition to completely different alternatives and various kinds of content material inside ViX. We\u2019re going to be doubling down and attempting to go in the direction of that youthful viewer and audiences in each the linear area and in ViX as effectively. Vix does lend itself to our youthful viewers, however we\u2019re going to be sharing some attention-grabbing innovation that you will notice lends itself to that youthful technology.<\/p>\n

Sports activities will at all times be a precedence for us. We’re the house of soccer. That isn’t altering. It’s beginning. It\u2019s already begun this yr with us with Gold Cup. We did a cope with DAZN the place we\u2019re doing Membership World Cup, and we\u2019re promoting it at the side of them. They’ve the worldwide rights, and we\u2019re serving to them with the U.S. facet of it. That\u2019s main into the remainder of this yr and into 2026.<\/p>\n

However the huge factor that you simply\u2019re going to listen to us speak about is our new music technique. And to me, what we\u2019re going to be unveiling, you\u2019re going to listen to lots about. <\/p>\n

How do you are feeling about present market circumstances and the way tariffs may affect spending within the upfront season? <\/strong>

<\/strong>Once more, it\u2019s extra moments of uncertainty. There\u2019s a bit of little bit of the unknown. Daily is one thing new. However many people have gone via this. There\u2019s positively been uncertainty inside our enterprise earlier than. I\u2019m not saying something like this, however Covid-19 was new to us. We’ve been via recessions earlier than. To me, the moments of uncertainty at all times result in extra give attention to investments the place shoppers want to drive the most important affect.<\/p>\n

Nobody goes to cut back within the areas which can be driving development with their viewers. They\u2019re going to search for flexibility, they usually\u2019re most likely going to have to determine what their priorities are, however their priorities will at all times be, \u201cHow do I drive development in my enterprise to make this yr and future years?\u201d The Hispanic viewers is a large development alternative, so I\u2019m feeling assured about it. <\/p>\n

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How is TelevisaUnivision eager about measurement this yr?
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I\u2019m so thrilled. Lastly, we have now been beating the drum for the previous two years, and we\u2019re 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\u2019re 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\u2019ve been speaking about.<\/p>\n

What are the advantages of getting panel plus huge information as the principle forex?<\/strong><\/p>\n

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\u2019m 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.<\/p>\n

What’s setting TelevisaUnivision aside this yr?<\/strong><\/p>\n

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\u2019s 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\u2019s nonetheless an enormous runway of alternative for capturing these advertisers who aren’t spending in Spanish language, and we\u2019re fully laser-focused on it. <\/p>\n

However once they do come on, and I informed you, we\u2019ve introduced on 300 new shoppers, we see the ROI, and we see the expansion of enterprise, and it\u2019s rewarding. We all know that it\u2019s as a result of they\u2019ve leaned into Hispanic advertising that they\u2019ve gotten. They\u2019ve seen their development. And never all media firms have that pen to paper.<\/p>\n

See ADWEEK\u2019s upfront<\/a> protection right here, together with previews from YouTube<\/a>, NBCUniversal<\/a>, and Fox<\/a>.<\/em><\/p>\n<\/div>\n