The 2023 upfront will be a tipping point for TelevisaUnivision, said Donna Speciale, the media company’s president of U.S. advertising sales and marketing. Since joining the company in 20221 (prior to Univision’s merger with Grupo Televisa last year), Speciale has considered herself an educator for the industry on the value of the Hispanic audience, which TelevisaUnivision specializes in.
As Speciale’s third upfront presentation with the company draws near, the sales chief said efforts to transform TelevisaUnivision’s salesforce and build its measurement and data capabilities have finally reached a level playing field with the legacy TV companies that make up the rest of the upfront week. Speciale will come to the negotiations this year touting the reach of TelevisaUnivision's streaming service ViX, which hit 25 million users on its free, ad-supported tier. The company did not reveal subscription numbers for its premium subscription ViX+.