Spanish-language broadcaster Univision has kept pace with its English-language competitors in the current “upfront” market and expects to close with increased ad-dollar volume, according to a person familiar with the situation.
This person said Univision was more than 75% complete with its upfront negotiations, compared to being at the half-way mark at the same point in 2012. The network has been able to secure deals with the cost of reaching 1,000 viewers increasing between 5% and 6%, this person said.
Volume is expected to rise 15% over last year’s total of advance ad commitments. The network’s 2012 volume could not be immediately determined. Univision’s ad revenue in 2011 rose 16.7% to about $2.18 billion, according to Kantar Media, though upfront volume is typically not an indicator of 52-week revenue.
Univision has made an aggressive pitch to take share from the English-language networks, particularly because it has won some notable victories over NBCUniversal’s NBC in audiences between the ages of 18 and 49 in the most recent season. Ironically, the network’s chief executive officer is Randy Falco, a veteran NBCU exec, and its ad-sales efforts are led by two longtime members of NBCU’s ad-sales team, Keith Turner and Steven Mandala.