TelevisaUnivision Finishes Upfront With Higher Volume

Donna Speciale at 2021 TelevisaUnivision upfront
TelevisaUnivision ad sales head Donna Speciale during the company's upfront presentation in Ma.y (Image credit: TelevisaUnivision)

TelevisaUnivision has wrapped up its upfront deals with its biggest volume increase in seven years, according to a source familiar with the situation.

Pricing was similar to what the English-language networks have seen so far in this market, with prices increasing by high single digits on a cost-per-thousand-viewers basis.

Also: Upfronts: Donna Speciale Touts New Televisa-Univision Combo

TelevisaUnivision came into the market touting the strength of the recent combination of Televisa and Univision. It also pointed to increased linear ratings, which helped it increase volume It was also able to draw advertisers with new streaming inventory with the launch of its ViX direct-to-consumer offering.

ViX drew buys from 70% of advertisers who bought commercials on TelevisaUnivision’s linear networks.

Advertisers were attracted to sports programming, particularly soccer on TelevisaUnivision platforms.

Strong categories for TelevisaUnivision included tech, pharmaceutical and financial. Historically, pharma and financial advertisers have been under-spenders with Univision. ■

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.