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Why Univision Is a Must-Buy for Marketers Looking to Reach Audiences in Top Markets

By Jorge Daboub, EVP - Local Media Sales

With over 64 local TV stations across the country, Univision consistently delivers on its promise every day to inform, empower, and entertain Hispanic America. Our strong local presence has fostered a unique connection with U.S. Hispanics — making us the most trusted network in the U.S. [1] This unmatched confidence in our network is demonstrated in our ratings success: during the May sweep, Univision local stations secured the top spot in primetime regardless of language — outperforming ABC, CBS, NBC, FOX, and The CW. [2] This ongoing success is a testament to our industry-leading content, deep community connection, and award-winning talent at our local stations.  We pride ourselves on the trust our audience has in us, and I would like to share with you how our bond with Hispanic viewers can offer accelerated business growth to businesses of all kinds 

There are two important reasons that any local media plan should include Spanish-language TV, and in turn, Univision:  1) Regardless of language, the majority of primetime viewing in top markets is on Spanish-language TV; and 2) Spanish-language advertising pays off. Here’s why: 

1) A Majority of Primetime Viewing Throughout Local Markets ion Spanish-Language TV 

Throughout local markets we have a presence in, a huge portion of broadcast viewing is on Spanish-language TV. For example, during the May sweep in the top five Hispanic markets — Los Angeles, New York, Miami, Houston, and Dallas — 49% of primetime broadcast TV viewing among adults 18-49 was on Spanish-language TV. Furthermore, 59% of that primetime viewing happened on Univision and UniMásThis translates into Univision and UniMás accounting for an average of 28% of the total market viewing. [3]

In terms of Univision’s reach and our unique connection to Hispanic viewers, these numbers speak for themselves.  If you are looking to grow your business by tapping into U.S. Hispanic consumers, you are missing out on a big share of this audience if you believe you can reach them only on English-language TV.  It is imperative for brand marketers looking to break through to Hispanic consumers to do so in-language 

In Los Angeles, for example, duplicated viewership among the top English-language networks in the May Sweeps was extremely high, with duplicated viewing ranging from 53% to 71%. However, viewers watching both top English-language stations and Univision was under 18% across the board — meaning these stations are missing over 80% of Univision KMEX’s audience. And this is not only true for LA: across all other top Hispanic markets including New York, Miami, Houston, Dallas, Chicago, Phoenix, San Francisco, and Sacramento, the major English-language networks all miss between 80-94% of Univision’s local audience. [4] For any brand on broadcast TV in these markets that is not on Univision, this is a huge opportunity to bring NEW customers to your brand or business. 

2) Univision’s Connection to Hispanic Communities Is A Huge Opportunity for Your Accelerated Growth  

Data clearly shows that marketers and brands cannot effectively reach and engage Hispanic consumers through English-language TV, and that Univision is the best investment if you want to reach this highly engaged consumer base with 92% watching primetime live and 92% watching ads. [5] Additionally, a recent Nielsen study showed that across platforms, the sales lift on Hispanics is 10-20% greater from Spanish-language advertising vs. English-language, and advertising on Spanish-language TV, specifically, can increase new sales by 2x. [6]

There is no doubt that Univision’s large, exclusive, and engaged audience is your connection to reaching Hispanics everywhere, as well as a huge opportunity for accelerated business growth. We are committed to helping our partners tap into the power of this audience. To learn more about Univision’s local market opportunities and how we can make your journey with U.S. Hispanics easy to navigate, please visit http://corporate.univision.com/partner-with-us/local/ 

 

[1] Burke Brand Equity Study
[2] Source: Nielsen, NSI Live+SD, May’20, M-Sa 8-11p/Su 7-11p (FOX/CW M-Sa 8-10p/Su 7-10p), time zone adjusted,  Adults 18-49, Los Angeles, New York, Houston, Dallas, Phoenix, San Francisco.
[3] Source: Nielsen, NSI Live+SD, May’20, M-Sa 8-11p/Su 7-11p (FOX/CW M-Sa 8-10p/Su 7-10p), time zone adjusted,  Adults 18-49, Average of Top 5 UTG LPM Markets: Los Angeles, New York, Miami, Houston, Dallas.
[4] Source: Nielsen Local Television View Reach Report (Only-Only-Both), NSI May 2020 (4/23/20-5/20/20). M-Su 6A-2A , A18-49, Total Week Unduplicated Viewing based on Reach Impressions of viewers who watch station A and not station B/Reach of station A.  Total Week Duplicated Viewing based on percentage of Total Week Impressions of viewers who watch both sources (Station A & Station B).[5]Nielsen, NPM (09/23/2019-05/10/2020) Mon-Sat 8pm-11pm/Sun 7pm-11pm, Adults 18-49, Live and Live+7. Based on Univision, UniMás, Galavision, TUDN.
[6] Nielsen Secrets of Spanish-language Advertising 2.0, May 2020

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