Donna Speciale
TelevisaUnivision delivered its 2022-23 Upfront presentation at New York City’s Javits Center, showcasing the content and capabilities that fuel rapid growth across all sides of its business and unlock more value for brands to reach and engage US Hispanics.
Representing the combined company on stage for its first Upfront, Donna Speciale, President of US Advertising Sales and Marketing at TelevisaUnivision, opened the presentation with a powerful statement: “We’re putting more investment, more momentum and more growth behind our ability to better inform, empower and entertain the Hispanic community – and deliver opportunities for all of you to grow with us.”
Pierluigi Gazzolo, President and Chief Transformation Officer at TelevisaUnivision, reinforced the unique value proposition of the company’s two-tiered, AVOD and SVOD, global Spanish-language streaming platform, ViX, and announced several new productions that will deliver even more original content to its growing audience.
“The scope of our content offering and the attached star power is unmatched. ViX is not a repurposing of our TV offering. We are investing a significant amount of incremental dollars in content and sports rights above and beyond our networks. It’s more original content ‘en español’ than anyone else – no matter what,” Gazzolo commented.
Furthermore, the company announced several new ad formats coming to ViX, in partnership with Innovid, for brands to amplify their connected TV campaign performance – including pause ads, binge ads, image gallery expands and shoppable expands, as well as other high impact units. “ViX is an incredible environment for brands. It adds to our massive reach and sits at the heart of our premium digital video offering,” Speciale declared.
● EXPANDED CAPABILITIES TO REACH AND ENGAGE US HISPANICS
The company highlighted its strengthened suite of capabilities enabling brands to grow their engagement with US Hispanics in-culture and in-language, including best-in-class insights, creative marketing solutions and recently launched Spanish-language brand studio, Así Studios. Additionally, Speciale announced the launch of the industry’s first-ever Hispanic data graph, a major step in solving for the inequities causing US Hispanics to be vastly underrepresented in current data sets.
“Last year, we promised to build the world’s first-ever Hispanic data graph, and today we are up and running. Our graph provides the biggest and most accurate picture of this vital audience you will find. Most importantly, it solves the representation problem, already covering 85% of US Hispanic households with best-in-class accuracy – and we are still growing,” Speciale said.
● CONTENT STRATEGY
Luis Silberwasser, President of Univision Television Networks, highlighted the company's reinvigorated content strategy delivering ratings growth across all its core TV networks, which are up 7% season to date. "Univision is home to Hispanic America. No other network – in English or Spanish – can match our connection, resonance and trust that we have with our audience. We are the fastest growing portfolio of TV networks in media with the perfect mix of captivating stories and events that create big cultural moments and are watched live. We believe in the power of linear TV and that is why today we are announcing new scripted and entertainment formats, new music tentpoles, and new soccer rights to fuel even more growth,” he stated.
Silberwasser confirmed continued investment in the development of high-performing content, with new announcements such as: “Por Siempre: Selena”; Gold Cup renewal; “De Noche Pero Sin Sueño”; “Siéntese Quien Pueda”; “La Madrastra”; “Primero Tu”; "Corona de Lágrimas 2"; "Perdona Nuestros Pecados"; "La Herencia"; “Vencer la Ausencia”; “Mujer de Nadie”; “La Desalmada 2”; “Gloria Trevi”; “Muero por Lola”; reality show “Enamorándonos, La Isla”; and animated series “Koati, The Series.”
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