TV Upfronts: Univision Touts Live Soccer, Makes Data Play Against English-Speaking Rivals

Randy Falco Univision
Rodrigo Varela/WireImage

Univision said it will offer advertisers a new measure to show its media properties outperform English-speaking media in generating results among Hispanic consumers, becoming the latest TV network to burnish data as a means of luring advertisers seeking more granular information on TV viewers.

The large Spanish-language broadcaster intends to offer a “performance index” that will rely on data from Nielsen, Keller Fay, NPD and Polk to demonstrate how ads on Univision-owned properties can be linked to sales.

“Hispanics represent one of the fastest-growing segments of the U.S. population and are projected to fuel the country’s growth,” said Randy Falco, president and chief executive of Univision Communications (pictured, above), in a prepared statement. “This is our audience, and we are here to show marketers that in addition to being 57 million strong, Hispanics are young, bilingual, upwardly mobile, socially engaged and digitally savvy.”

The company is slated to unveil new programming and ad initiatives Tuesday, May 12, in New York at a presentation that will feature a musical performance by Ricky Martin. The disclosures come as part of the upfronts, the annual sessions during which U.S. TV networks try to sell the bulk of their ad inventory for the coming programming season.

Univision will ramp up the amount of soccer it shows in the 2015-16 season. The company said its Univision Deportes will unveil a new website, which will feature new live game experiences, stats and social interactions.

The company’s flagship Univision network will launch four new telenovelas and three new reality series as part of its programming efforts for the next cycle. The network also has exclusive rights to broadcast the annual Miss Universe pageant in Spanish.

The new telenovelas are as follows:

  • “Antes Muerta Que Lichita” (I’d Rather Be Dead than Ordinary) — An ad agency worker transforms herself from the office “whipping girl” into an empowered executive, just as the single mother who raised her takes a similar journey toward entrepreneurship
  • “El Color de la Pasión” (The Color of Passion) – This series tells the tale of a family of three sisters and the complex lives they lead.
  • “A Que No Me Dejas Corazón” – From the producer of the megahit “Amor Bravio,” this telenovela is a sweet story showing how love triumphs over many obstacles.
  • “Lo Imperdonable” (The Unforgiveable) – A tale of revenge and love starring Ana Brenda and Ivan Sanchez.