Upfronts 2024: TelevisaUnivision highlighted its cultural connection with audiences

TelevisaUnivision unveiled new content and capabilities at its 2024-25 Upfront, showcasing its position as a culture platform for advertisers to connect with U.S. Hispanics.

Donna Speciale, President of U.S. Advertising Sales and Marketing made a brief analysis of Latin American audiovisual culture: “Brands can only win when they are relevant in the culture that surrounds them, and your connection to Latin culture starts right here. Nobody has the size, scope and sophistication like TelevisaUnivision. We are a massive culture platform encompassing thousands of consumer touchpoints – a cross-screen juggernaut with four leading networks, the top Spanish-language streamer, an enormous social audience, 300 radio and local stations – and the home of soccer, music, entertainment, and news for Latinos. Our culture platform is your critical agent for growth, and we are your culture partner – the bridge connecting you to the most coveted consumer base in the country," stated.

Pierluigi Gazzolo, Chief Executive Officer of ViX, the largest global Spanish-language streaming service, took the stage and punctuated ViX’s momentum and growth, as the streaming service hits 50 million monthly active users globally. Streaming video reach also grew 70% year over year in the U.S.  Gazzolo announced that ViX’s new ad-supported premium tier will be available starting Wednesday, May 15, and showcased an expanded suite of ad formats, including contextual and interactive capabilities as well as commerce and social. Gazzolo was joined by Emmy-nominated Mexican producer Juanpa Zurita to announce ViX’s first-look deal with his company, ARCO Entertainment.

Ignacio Meyer, President of Univision Networks Group, reinforced the breadth of live content offerings across the company’s portfolio spanning news, sports and entertainment: “Cultural passion and pride run deeply in our veins, and our content ecosystem ensures that no matter the genre or the screen, we are the destination for Hispanics. We continue to be the definitive leader. Univision, our flagship network, has outpaced our competition for 32 years straight. The biggest differentiator is our live programming – we have more live hours of programming than any other network, and it’s all original. We’re bringing families together for the biggest culture-defining entertainment," explained. Meyer was joined on stage by Latin superstar Shakira, who announced that her new single “Puntería” will be the official song of TelevisaUnivision’s coverage of CONMEBOL Copa America 2024. Meyer also announced Hyundai as the Official Automotive Partner of Liga MX in the U.S., the latest partner to join the growing roster of official Liga MX sponsors that the company has secured through its landmark commercial partnership with the Mexican soccer league.

Speciale reinforced the company's suite of sophisticated capabilities, from its massive creators practice through Así Studios to its Household Graph, which covers nearly 100% of Spanish-speaking households in the U.S. and has been activated by over 250 brands in the last year. Additionally, she affirmed the company’s leadership position as the home of Latin music with the launch of Sistema Uforia, a new always-on capability for brands to plug into the company's 500+ music touchpoints spanning its music portfolio – including three new opportunities for brands in 2024-2025. In February 2025, Miami will host Lo Nuestro Fest, a three-day celebration of Latin culture headlined by Premio Lo Nuestro, the longest-running Spanish-language music awards show. Following this, in the summer of 2025, Casa Creator will bring together the largest gathering of Latin creators ever, coinciding with the company's youth music awards show, Premios Juventud. Additionally, TelevisaUnivision will launch a new artist discovery arm, facilitating connections between brands and emerging musicians and culture makers, leveraging the company's proven track record of catapulting rising talents to stardom.