×
You will be redirected back to your article in seconds

Univision Sees Heavier Demand for Ads as Upfront Wraps (EXCLUSIVE)

Madison Avenue seems to have more to say to Spanish-speaking TV viewers.

Spanish-language broadcaster Univision expects the volume of advance advertising commitments for its next programming cycle to rise after wrapping its negotiations in TV’s annual “upfront” market, according to a person familiar with the matter. This person says Univision saw its overall volume grow between 5% and 6% over last year’s efforts, driven in part by an influx of new advertisers and expanded budgets from current clients.

The results represent Univision’s best from an upfront market in four years, this person said.

The company’s ad-sales efforts come to light after it announced last week that its board of directors was exploring strategic options, which could include a potential sale, and hired Morgan Stanley & Co. LLC, Moelis & Company LLC and LionTree LLC as financial advisors to assist with the process.

Many media companies have struck favorable terms in this year’s “upfront,” when U.S. TV networks and advertisers haggle over prices for billions of dollars in advertising inventory. While linear TV is losing live viewership steadily to on-demand streaming video, Madison Avenue has yet to be convinced fully of the value of some of its newer options. Marketers are frustrated by the low quality of some video available on YouTube and skeptical of some of the measurement of audience available from Facebook. What’s more, some video-streaming giants, such as Netflix and Amazon, do not incorporate traditional video commercials into their video options.

Univision, like several other big TV networks, pressed for increases in the rates it charges to reach 1,000 consumers, a measure known as a CPM that is critical to these annual negotiations. Univision sought CPM increases in the mid-single-digit percentage range, according to the person familiar with the situation, double what it was able to secure in last year’s negotiations.

Ad demand was bolstered by telecommunications advertisers, tech marketers, pharmaceutical manufacturers and retailers, according to the person familiar with the talks, while demand was less robust from some of the nation’s big advertisers of consumer packaged goods.

Univision took in nearly 1.55 billion in advertising in 2018, according to the company’s 2018 financial report,  marking a 9.4% dip from the nearly $1.71 billion it secured in 2017. Upfront commitments represent directional indicators, not cold, hard cash. Advertisers can reallocate the money they vow to spend, so there’s little to tie market results to actual figures.

Popular on Variety

More TV

  • ALL RISE -- A drama that

    TV Review: 'All Rise' Starring Simone Missick

    Finding a new way to do a legal procedural is such a difficult prospect at this point that it would be hard to blame TV for giving up entirely and just going on autopilot. “All Rise,” however, both indulges the basics of the genre and finds some refreshing ways to twist them into slightly new, [...]

  • An Emmy statue stands outside the

    Expect High Heat and Traffic for Emmys Sunday

    If you work in TV, are a fan of TV, or are in fact a TV yourself, the 71st Primetime Emmys promise to be a treat. Television’s biggest awards show takes place in Los Angeles on Sunday night, with some of Hollywood’s brightest stars set to appear as the entertainment community honors the best of [...]

  • Roma Cinematography

    'Mission: Impossible - Fallout' and 'Roma' Win LMGI Awards for Motion Pictures

    Two major 2018 releases – actioner “Mission: Impossible – Fallout” and critics’ darling “Roma” – were honored for film location work by the Location Managers Guild International at a ceremony this evening at the Eli & Edythe Broad Stage in Santa Monica. The 6th Annual LMGI Awards also recognized “Chernobyl” and “Tom Clancy’s Jack Ryan” [...]

  • Viacom Channels Grab 'Seinfeld' Cable Rerun

    Viacom Channels Grab 'Seinfeld' Cable Rerun Rights

    Viacom has sealed a deal with Sony Pictures Television for the cable rights to “Seinfeld” starting in October 2021. The deal comes on the heels of a blockbuster new deal between Sony and Netflix for the streaming rights to the beloved NBC sitcom that also begins in 2021. “Seinfeld” reruns have been a staple of [...]

  • Soho House

    Soho House Lands In Downtown Los Angeles

    Warner Music, Spotify and Lyft are poised to welcome a new neighbor to downtown Los Angeles’ Arts District with Soho Warehouse, the third California outpost of the Hollywood-loved members-only club — and the largest North American opening to date. Hot on the heels of the Soho House Hong Kong debut earlier this summer, the private [...]

  • Elite Season 2

    San Sebastian: Spain’s SVOD Players Debate Competition, Brand, Talent

    SAN SEBASTIAN  — Executives from HBO, Netflix, Amazon and Movistar+ and “Elite” co-creator Darío Madrona took to the stage to field questions on the Global Impact of Spanish Series. Here, briefly, are five takeaways: 1.Spain First “La Casa de Papel” was watched by 34,355,956 Netflix accounts over its first seven days,  after a July 19 [...]

  • Samsung Makes Bid to Keep Viewers

    Samsung Makes Bid to Keep Viewers From Skipping Fox Ad Breaks

    Fox is hoping to knit together the seconds-long divide between a TV program and the commercials that support it. During ad breaks for a few football broadcasts, tomorrow’s run of the Emmys and Wednesday’s season premiere of “The Masked Singer,” the network will kick off ad sessions with special show promos that display artistic renderings [...]

More From Our Brands

Access exclusive content