A Look Back at the Hispanic Upfronts
With the news today of Univision networks president Cesar Conde resigning, we thought we’d provide a look back at the news from the Hispanic upfronts earlier this year and their preview of what’s ahead. Conde will now report to NBCU CEO Steve Burke as EVP, focusing on business development, strategic priorities and special business.
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The Hispanic upfronts kick off this week, with nets in the category pushing themselves as the ticket to the hottest demo around, considering its youth and buying power. Not to mention, they like to watch live TV. In 2012 during broadcast prime, 94% of Univision’s 18-49 demo watched live vs 66% on the English-language Big 4, said Univision evp, ad sales Steve Mandala. And when Univision viewers watch in non-linear platforms, they’re often viewing content for a 2nd time, he said.
Other trends that came out during a Univision presentation ahead of Tues’ upfront presentation include an increasing appetite for sports (hence its recently launched Univision Deportes cable net). Deportes has more rights to Liga MX matches than any other US media company, and for the 1st time ever, the net has secured a long-term agreement for Formula One racing. Execs at an ESPN Deportes ‘ upfront presentation last week also stressed the importance of sports for US Hispanics, both bilingual and Spanish-speaking. The most popular sport is soccer (17% of time spent), followed by NFL, NBA and wrestling, ESPN Deportes said. However, those that are solely Spanish-speaking spend 35% of their time watching soccer (more info at CableFAX.com).
Fox Hispanic Media, which includes Fox Deportes, Utilisima and Nat Geo Mundo, hosts its 3rd upfront presentation Wed with some big names in sports, including boxing’s Oscar de la Hoya and UFC pres Dana White. One interesting trend at Univision is the creation of series based on American programs. "Metastasis" (based on AMC‘s "Breaking Bad") will bow on Millennial-focused UniMas. The net’s also rolling out "Gossip Girl Acapulco." "We felt these 2 series that have had good success on the English-language side were applicable if customized in a culturally relevant way, and in an original Hispanic production with Hispanic stars," said Univision Nets pres Cesar Conde. No info was provided on ABC News and Univision’s upcoming cable news net Fusion. Conde confirmed it would launch later in the year, and programming would be announced as it moves closer.
As for advertising, at least at Univision, look for Spanish-language commercials. "We have accepted very few Spanish-language commercials. When somebody comes to us and says they either haven’t had time to come up with the proper creative or they want to get a commercial on the air as quickly as they can, if it’s in English, we will certainly listen to that," said Univision pres/CEO Randy Falco. "It’s not a big movement on our part at all."
