Univision Upfront As America's Hispanic Superbrand, only Univision has an unmatched media formula designed to ensure your business success ...
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Univision Upfront
G U I D E
As America's Hispanic Superbrand, only Univision
has an unmatched media formula designed to
ensure your business success.The Power of U.S. Hispanics,
America’s Growth Engine
U.S. Hispanics are an imperative
target for all growth-oriented brands,
representing outsized spending power
and increased growth.
H E R E ’ S W H Y:
The U.S. Hispanic GDP is:
If U.S. Hispanics made up their The fastest growing segment
own country, it would be the of the U.S. economy, growing
8th largest in the world – higher 32% faster than the GDP
than Brazil, Italy, and Canada. rate of non-Hispanics.
The Hispanic consumer is:
Driving faster growth than Increasing in affluence, with
non-Hispanics in all 10 of the households of $100K+ income
top 10 consumer categories. growing more than 2.2X faster
than non-Hispanics.
Source: [1] Latino Donor Collaborative. Dan Hamilton, Ph. D., Matthew Fienup, Ph.D., David Hayes-Bautisa, Ph.D., Paul Hsu, Ph.D. “LDC U.S. Latino GDP Report”. September 2019.
[2] IHS Markit – Hispanic Market Monitor 2019 (Global Insights) (Consumer Spending Forecast 2018-2023). [3] Geoscape, American Marketsacape Datastream 2020 series 1Introducing
Univision’s
Formula for Success
The equation for marketing success is
straight-forward: REACH new customers,
CONNECT with them in meaningful
ways, and GROWTH will follow.
When you partner with
Univision, America’s Hispanic Superbrand,
you get the benefit of outsized metrics.
That’s because Univision overdelivers on
each part of that formula to give you:
Exclusive Reach
+ Unique Connection
= Accelerated Growth
2Exclusive Reach
Univision’s audience is unmatched in the marketplace, with an
EXCLUSIVE REACH of 83% that doesn't watch any of
the top 10 English-language networks [1]
HERE’S WHAT MAKES OUR RE ACH SO SPECIAL:
5
Our share of
th
most-watched Spanish-language
network
on all broadcast and cable television [2]
primetime audience
remains stronger than ever,
delivering a
20
We deliver over
million 66% share
vs. our main Spanish-language
unique visitors competitors among adults 18-49
across all our digital platforms each month – a 32-point advantage
[3] [5]
We have the fastest growing
family of TV networks
season-to-date among adults 18-49 and
the only one growing among adults 18-34.
[4]
+12%
+4%
FOX
Entertainment
Group
Univision
Networks -10% -10% -11%
-14% -16%
-19% -19%
Discovery Inc A&E Networks
-20%
Disney-ABC
Television Warner Media
Group NBC Universal
Crown Media Viacom CBS AMC Networks
Holdings
Total U.S. Adults 18-49
Primetime average audience season-to-date % change
(2019/2020 vs. 2018/2019)
Source: [1] Nielsen, NPM (02/10/2020-02/16/2020) Mon-Sat 8pm-11pm/Sun 7pm-11pm, 6+ minutes qualifier, Adults 18-49, Live+7. [2] Source: Nielsen, NPM (09/23/2019-04/26/2020, Live+7 and 04/27/2020-05/10/2020, Live+SD) Mon-Sat 8pm-11pm/Sun 7pm-11pm, ad-supported networks, excludes sports
genre and sports networks, Adults 18-49. [3] Nielsen Digital Content Ratings, Combined, All Digital, Partially Tagged Census Data & Panel Data, 0 seconds, includes owned as well as distributed publishers, 01/01/2020 - 03/31/2020, P2+, Unique Audience (000). [4] Nielsen, NPM (09/23/2019-04/26/2020,
Live+7 and 04/27/2020-05/10/2020, Live+SD) vs. (09/24/2018-04/28/2019, Live+7 and 04/29/2019-05/12/2019, Live+SD) Mon-Sat 8pm-11pm/Sun 7pm-11pm. Excludes Super Bowl Sunday (02/03/2019 and 02/02/2020). Based on the sum of impressions for the top 10 media companies in the current
3
2019/2020 season. [5] Nielsen, NPM (09/23/2019-04/28/2020, Live+7 and 04/29/2020-05/10/2020, Live+SD) Mon-Sat 8pm-11pm/Sun 7pm-11pm, Adults 18-49. Based on the sum of impressions across Univision, UniMas, Galavision, TUDN, Telemundo and Universo.Unique Connection
With a mission to inform, empower and entertain, Univision’s distinct and
UNIQUE CONNECTION to Hispanic America has made us the
most trusted network in the U.S.[1]
Through our powerful portfolio,
Univision brings together Hispanics at every touchpoint in their lives
delivering superlative performance that will benefit your brand —
with 92% watching primetime LIVE and 92% watching your ads.
[2]
Broadcast Cable Audio Community &
Empowerment
Sports Rights News & News Entertainment
Entertainment Reality Shows Tentpoles Digital
Source: [1] Source: Burke Brand Equity [2] Nielsen, NPM (09/23/2019-05/10/2020) Mon-Sat 8pm-11pm/Sun 7pm-11pm, Adults 18-49, Live and Live+7. Based on Univision, UniMás, Galavision, TUDN.
4Univision News prides itself in its daily coverage and team of award-winning journalists who are
committed to informing and empowering Hispanic America. Nationally and locally, we bring our
community together by covering the stories that matter the most to our audience.
From our comprehensive daily coverage of the coronavirus pandemic, to providing Hispanic voters with
the latest information about the upcoming Presidential election, Univision News is always with our
community, especially when they need us most.
Exclusive audience: Massive audience growth:
+32% average audience increase,
86% of Univision News
including a +21% increase for our
viewers cannot be reached on
flagship Noticiero Univision
English-language TV news.[2]
evening newscast.[3]
Digital engagement: Local leaders:
+146% increase in page Our local newscasts are leaders in
views versus the same top key markets such as Los Angeles,
month last year on New York, Miami, Houston, Dallas,
Univision News vertical.[4] Phoenix and San Francisco,
regardless of language.[5]
Programming Spotlight: Informing and Empowering Hispanic America
With a record 32 million The #1 early morning The #1 news source for Hispanics,
Hispanics eligible to vote, program for Hispanics reaching more Hispanic viewers than
Univision will be the go-to continues to evolve with new the combined audience of ABC
source for 2020 election segments that inform and World News Tonight, CBS Evening
coverage — from debates and delight viewers.[6] News and NBC Nightly News.[7]
forums, to live returns.
Weekdays at 7-11AM Everyday at 6:30-7PM
Sources: [1] Nielsen, NPM-H (09/23/2019-04/26/2020, Live+7 and 04/27/2020-05/10/2020, Live+SD) Mon-Sun 6am-6am, ad-supported networks, news and news documentary, Adults 18-49. [2] Nielsen, NPM (03/16/2020-03/22/2020) Mon-Sun 6am-6am, 6+ minutes qualifier, news and news documentary,
Adults 18-49, Live+SD. Based on Univision vs. the English-language networks of ABC, CBS, NBC, FOX, CNBC, CNN, FOXNC, HLN and MSNBC. [3] Nielsen, NPM (09/23/2019-04/26/2020, Live+7 and 04/27/2020-05/10/2020, Live+SD) vs. (09/24/2018-04/28/2019, Live+7 and 04/29/2019-05/12/2019, Live+SD)
news and news documentary, Adults 18-49. Evening News based on Mon-Fri 6:30pm-7:00pm. [4] Google Analytics, US+PR, 04/01/2020 – 04/30/2020 vs. 04/01/2019 – 04/30/2019. [5] Nielsen, NSI, 2019-2020 Broadcast Season To-Date (09/23/19-05/20/20). Early Local News is defined as a local newscast 5
with a M-F 6 p.m. ET/PT, 5 p.m. CT start time. Late Local News is defined as local newscasts with a M-F 10/11 p.m. ET/PT, 9/10 p.m. CT start time. Includes regular newscasts only. Rankings based on DMA impressions unrounded. Live + SD. [6] Nielsen, NPM (03/16/2020-04/19/2020), Mon-Fri
7:00am-7:00pm, Sun 9:00am-1:00pm. Live+SD. [7] Nielsen, NPM (09/23/2019-04/12/2020, Live+7) and (04/13/2020-04/26/2020, Live+SD) Mon-Fri 6:30pm-7:00pm, Adults 18-49.With a strong primetime programming lineup, due to exceptional content partners and a proven
strategy, we are uniquely positioned to super-serve our audience with a robust supply chain of
premium content well into 2021.
Long-lead production Great content
schedules: partners:
90% of Univision’s programming
is already produced or acquired.
A winning strategy: The momentum
continues on UniMás:
32% audience growth
during weeknight prime UniMás has increased its
so far this season.[1] primetime audience by
+46% year-over-year.[2]
» 7PM & 8PM: Family-friendly dramas
» 9PM: Best international curated dramas
» 10PM: Bold and edgy storylines
Programming Spotlight: 7 New Shows to Watch in 2020-2021
Guerreros Latin GRAMMY Iconos de la Música Tu Cara Me Suena
(Warriors) Honors (Music Icons) (Your Face Sounds Familiar)
An in-studio A new tentpole franchise of An annual celebration that A globally successful
competition on UniMás annual galas. The first special pays tribute to a musical format where celebrities
featuring demanding honors women and the mark icon through live-concerts impersonate iconic
athletic challenges. they’ve made on music and in-depth interviews. musical artists.
Q3 2020 Q2 2021 Q3 2021 Q4 2020
Imperio de Mentiras ¿Te Acuerdas de Mi? Si Nos Dejan
(Empire of Lies) (Remember Me?) (If They Let Us)
The story of two The story of a love lost, The highly publicized breakup
strangers who must then discovered years of one of Mexico's most visible
unravel the mystery of a later with a new set media couples, and the wife's
shared tragedy. of obstacles. newfound romance.
Q4 2020 Q1 2021 Q2 2021
Source: [1] Nielsen, NPM (04/23/20-05/17/20, Live+7 & 05/18/20-05/20/20, Live+SD) vs. (04/25/19-05/19/19, Live+7 & 05/20/19-05/22, Live+SD), Adults 18-49, M-F 7pm-11pm.[2] Nielsen, NPM (09/23/2019-04/26/2020, Live+7 and 04/27/2020-05/10/2020, Live+SD)
vs. (09/23/2018-04/28/2019, Live+7 and 04/29/2019-05/12/2019, Live+SD) Mon-Sat 8pm-11pm/Sun 7pm-11pm, Adults 18-49.
6With 55% of all soccer viewing in the U.S., Univision’s leadership and excellence in sports continues with
coverage of the fastest growing sport in the U.S. TV landscape. We have aligned our content offerings
under the four strategic pillars below to deliver a consistent narrative to our partners and advertisers
that also taps into the latest technology.
The rivalry continues: Summer of Champions:
Univision is the home of the Unprecedented coverage in 2021 of
passionate U.S./Mexico two world-class tournaments – the
rivalry at both the national EUROs and Gold Cup – taking place in
and club level. the same summer for the first time.
Misión Qatar: Soccer innovation:
The journey to the With advanced technology and
World Cup kicks off on new data capabilities, Univision
Univision Sports with all places viewers at the heart of the
the excitement and drama action.
of the qualifying matches.
Programming Spotlight: The Home of Soccer
The Best of Soccer
Returns
Led by Mexico’s Liga MX (the The most competitive National An international soccer
most-watched soccer league in Team soccer competition in the tournament for national teams
the U.S.) and UEFA Champions world where some of the best in the CONCACAF (North
League (the world’s most players come together to America, Central America, and
prestigious club tournament), compete for the highest honor: Caribbean) region.
Univision’s roster of soccer national pride and glory.
properties is unmatched.
Returns Q2-Q3 2021 Returns Q2-Q3 2021
Source: Univision Research projection based on 2019 performance
7Accelerated Growth
Thanks to our EXCLUSIVE REACH and our UNIQUE CONNECTION,
the path to ACCELERATED GROWTH is straight-forward.
Along with Univision’s propriety data, to further validate the
accelerated growth we promise, Univision commissioned Nielsen to
perform the largest-ever Spanish-language media ROI meta-analysis:
The Secrets to Spanish-Language Advertising 2.0.
KEY ACTIONS FOR MARKETERS:
Bigger & bolder: Create trust with
content & language:
Spanish-language Across platforms,
40%
TV ROI has increased
10-20%
the sales lift on Hispanics is
from 2017-2020 greater from Spanish-language
advertising vs. English-language
Serving a
Increase in ROI is a result Spanish-language
of Spanish-language TV
2X
online video ad
advertising’s
is more effective than placing
power to drive
the same content in an English
new sales by native online video environment
Commit to Spanish-language TV is
your investment: “addressable” at scale:
20 weeks
Brands that can reach Hispanic audiences for
more than Campaigns using purchase based
targeting on Spanish-language
audiences
/year out-perform
deliver an ROI 2X higher than non-Spanish
speaking
brands without consistent messaging audiences by
Source: [1] Phoenix TV Brand Effect, based on survey responses from January 1, 2019 to December 31, 2019; [2] EDO - January 1, 2019 to December 31. [3] Nielsen “Secrets of Spanish Language Advertising 2.0” 2020.
8With Univision Brand Labs, we have helped
hundreds of brands across all categories
achieve accelerated growth, and we can do
the same for you. Our suite of services and
expert team can make your journey with U.S.
Hispanics easy to navigate.
1
Asses your
2
Tap into
3
Develop a
growth consumer winning
opportunity insights strategy
4
Award-
5
Optimize,
winning measure and
production deliver results
To learn more and review dozens of brand case studies, visit
W W W. U N I V I S I O N . N E T / B R A N D L A B S
9Learn more:
W W W.U N I V I S I O N . N E T
Follow us:
Consumer insights that help brand
marketers & agencies develop strategies
to win with Hispanics
@Uni_Insights
Official Corporate Communications
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