Spanish-language media giant Univision has announced an expansive content slate for its 2021-22 season, along with a suite of new client capabilities for advertisers looking to reach Latino consumers, touting a range of offerings ahead of its upfront presentation this afternoon.
Embracing the theme “Grow With Us,” Univision is promising “even more of what its audience loves” as the company looks towards a post-pandemic return to normal: tentpole events, entertainment coverage, trusted news coverage and top-notch soccer to anchor its sports coverage.
Univision and sister network UniMás are again emphasizing the irreplaceability of Latino audiences in a well-rounded ad strategy, noting the importance of using platforms like theirs to connect with U.S. Hispanics in their own language and culture.
Today, nearly 20% of the total U.S. population identify as Hispanic or Latino, with that demographic projected to make up as much as 54% of the country’s population growth over the next five years. In fact, if measured independently, the U.S. Hispanic gross domestic product—clocking in at $2.6 trillion—is larger than that of Brazil and Italy, and is currently the third fastest-growing GDP on Earth.
“According to Nielsen, brands not active in Spanish-language are leaving an incredible 39% of ad spend return on the table and are missing out on a key opportunity to speak to the consumers that are the main growth driver in these major categories,” says Donna Speciale, Univision’s president of Advertising Sales and Marketing. “Nobody understands this audience like Univision,” she adds.
To aid prospective advertisers in reaching Hispanic consumers, Univision is launching its first brand studio that will “combine the best in original brand journalism with industry-leading insights” that will execute on buzzworthy storytelling across the Univision broadcast and social media portfolios.
The network is also currently developing the industry’s first Hispanic audience data graph to help solve the issue of Latino underrepresentation in industry-standard data sets. “It will help power new addressable TV beta offerings with Vizio, Dish, and others; strengthen Univision’s audience targeting capabilities; and deliver a cross-platform offering that seamlessly connects brands to targeted consumers across the Univision ecosystem,” the Hispanic-centric network says, noting these new capabilities will begin rolling out in the fourth quarter of this year.
“We have the research, data and insights to help brands engage in-culture and in-language, and are committed to developing new solutions to optimize performance across our portfolio for our partners,” Speciale says.
On its 2021-22 TV slate, a wealth of both scripted and unscripted content amounting to over 2,500 hours of original programming are coming to both the Univision and UniMás broadcast networks— a well of entertainment that the company says helps it remain the No. 1 Spanish-language network on TV, outperforming Telemundo by double-digit margins in primetime among both total viewers and adults aged 18-49.