TelevisaUnivision, the Spanish-language media large, took a special strategy to its upfront this yr, turning the west facet’s HK Corridor into what the corporate known as “Casa Cultura,” a venue that celebrates Latin and Hispanic tradition, by meals, music, leisure and extra.
The corporate, led by CEO Wade Davis, leaned on that message in a short afternoon presentation to advertisers and media consumers (later that night, the corporate introduced in music star Becky G to guide a efficiency).
“I needed to essentially have our entrepreneurs and viewers really feel it, versus me simply sort of standing on stage and exhibiting a video of stuff that we normally do,” TelevisaUnivision advert gross sales chief Donna Speciale informed The Hollywood Reporter in an interview. “I really feel just like the interplay between the sports activities, the music, information or political, what’s happening in our newsrooms, Vix, streaming, the explosion of a streaming, all of that’s going to be felt inside our partitions and the presentation and every little thing is mainly ‘we’re a tradition platform.’ And that’s our distinction between us and each different media firm, and no different media firm could make that assertion. That’s the place we’re coming from.”
The ad-supported tier of the corporate’s premium streaming platform, ViX, launched Could 15, and it says it now has 50 million month-to-month lively customers.
TelevisaUnivision additionally leaned into music, launching Sistema Uforia, a music platform connecting manufacturers to the corporate’s music touchpoints, and internet hosting Shakira, who introduced that her music “Puntería” can be the official music of the corporate’s Copa America protection.
“We’re placing tradition entrance and heart as a result of it’s the #1 driver of shopper habits. And it’s Latin tradition that’s writing mainstream tradition at present in the USA,” Speciale informed the group, noting the affect of Latinos on elections and enterprise. “Manufacturers can solely win when they’re related within the tradition that surrounds them.”
“To achieve success, your technique must be constant. And it must be genuine. It’s undoubtedly not going to return from a one-off funding throughout Hispanic Heritage Month, or an remoted marketing campaign with a Latino celeb right here and there,” Speciale continued. “As a result of the manufacturers that decide to our viewers constantly and authentically in tradition are killing it There are extra every single day, with one other 100 shoppers on board in simply this final yr. However, there are nonetheless so many who must step it up. Hispanics are 20 % of the inhabitants, however obtain solely 2 % of your media funding on common.”
TelevisaUnivision owns the Univision broadcast community, in addition to the ViX streaming platform, amongst different choices. ViX has been a prime strategic precedence, although the corporate has additionally made it obtainable to some pay-TV companions, maybe most notably Constitution final September, which is when the corporate formally introduced the advert tier of the platform.
Noticias Univision anchors Jorge Ramos and Ilia Calderon additionally participated within the presentation.
The corporate was created two years in the past with the merger of Univision and Mexico’s Televisa.