Blog Advertising Insights

Write a New Chapter With America’s Hispanic Superbrand

By Steve Mandala, President of Advertising Sales & Marketing

This Upfront season, we’re focused on telling the story of why Univision, America’s Hispanic Superbrand, is a gateway to growing your business. At the heart of our story are four key chapters to unlocking the power of America’s growth engine and why we are an essential partner for anyone looking to connect with multicultural consumers.

#1: America’s Growth Engine

The first chapter of our story is about identifying the power of Hispanics. It is an exciting time to tap into the consumers that make up our audience, because their undeniable growth is a massive opportunity to expand your business:It’s clear: If you don’t target the Hispanic consumer base, there’s a risk of losing market share, which takes us to our second key point… .

#2: See the Total Picture

Besides recognizing the immense power of America’s growth engine, we will help you see the total picture of your marketing potential. Simply put, you can’t reach the so-called total market if you don’t see the total picture. If you’re trying to reach the “total market” without reaching Hispanics in-culture and in-language, you’re overlooking exclusive audiences and target-rich environments to deliver growth to your brands.

There is no doubt Univision’s distinct unduplicated audience is the key to your sustained growth:

Sources For Data Points In Footnote.

Irrespective of language or ethnicity, these audience metrics should put us atop any consideration set if value is placed on live viewing, commercial retention and exclusivity. Add our low media viewer age 43 and high percentage of co-viewing 59%, and the value proposition becomes even stronger. [1] 

#3: We Make it Simple

At Univision, we make growth simple for you: We are PhDs in the art and science of winning with Hispanics.

Univision offers you an end-to-end, full-service solution for all your Hispanic marketing needs with Univision Brand Labs. We are both your partner and resource — providing all the tools you’ll need for a successful brand strategy:

Our capabilities are like no other, and our results prove this to be true. Read our case studies to see remarkable campaign results from clients like Coca-Cola, Ford, Universal Pictures, and more.

Besides our own internal capabilities, Univision was one of just ten media companies who forged premium content partnerships with Twitter this year.  Through this partnership marketers can access our brand-safe, market-leading news, entertainment and sports content within Twitter’s highly targeted environment.

#4: Reach for the Heart

The conclusion of our story is where the magic really happens: We are experts in telling your story to Hispanic consumers in the best, and most relevant, content environments. Univision has an incomparable emotional connection and bond with our audience: We are the #1 most trusted network among Hispanics, according to Burke. [2] Marketing to Hispanics in English dramatically under-delivers our consumers, and we have over 60 years of experience in reaching for the heart. And the benefit for you is clear: 64% of weekly Univision viewers rely on ads on the network to find out about new products, and ads on Univision are 3x more likeable than those same ads on English language. [3] [4]

The moral of our story is simple: There’s no other media company with the unique audience, deep connection, and mass consumer opportunity like ours. At Univision – America’s Hispanic Superbrand – we are dedicated to using our resources and expertise to help your brand grow. Let’s write the next chapter together.

 

Sources for infographic two: Nielsen, NPM (04/30/2018-05/27/2018) Mon-Sun 7am-2am, 6+ minutes qualifier, Persons 2+. Live+7. English-language broadcast (ABC, CBS, NBC, FOX, CW). Nielsen, NPM (09/24/2018-03/31/2019), Mon-Sat 8pm-11pm/Sun 7pm-11pm, A18-49, Live and Live+7, Commercial Audience Retention based on Live+3 and C3, National Commercial Statistics (includes Direct Response, excludes PSAs and Promos), sports excluded. Kantar Futures, 2018 – Base: A18+ Nielsen, NHPM (10/26/1992-08/26/2007) & NPM-H (08/27/2007-05/23/2018), Mon-Sat 8pm-11pm/Sun 7pm-11pm, Ad-Supported Networks, Adults 18-49, Live+7. Data prior to 2006 based on Live. Nielsen, NPM (02/11/2019-02/17/2019) Mon-Sat 8pm-11pm/Sun 7pm-11pm, 6+ minutes quali er, Adults 18-49, Live+7.
Sources: [1] Nielsen, NPM (09/24/2018-03/31/2019) Mon-Sat 8pm-11pm/Sun 7pm-11pm, Live+7. Median Age based on Persons 2+. Includes Sports Programming and based on Adults 18-49 for Live Audience (Live and Live+7) and Commercial Audience Retention (Live+3 and C3, National Commercial Statistics (includes Direct Response, excludes PSAs and Promos). Co-Viewing based on Adults 18-49 watching with Persons 2+. [2] 2018 Burke Univision Brand Equity Study [3] Univision Advertising Perception Study conducted with Ipsos, 2017. [4] PhoenixMI TV Brand Equity Study. 1/1/18 to 12/31/18. Comparison between Univision and ELTV Broadcast/Cable. Among HA18-49. Norms: Television norms inclusive of Primetime, Non-Sports programming only. Inclusive of all ads (database norm); not limited to same/common brands or categories between SLTV and ELTV.

 

Related Articles

Videos

We are Here to be Heard: Why Hispanic Marketing Matters

Advertising Insights

Microculturalism: Harnessing Unity in Uniqueness to Serve an Evolving Market

Please enter a valid e-mail address.
Sign me up for
Weekly Hispanic segment insights
Get the latest news from Univision
The latest from the Univision Sports team
Learn from our experts on Hispanic consumers

Thank you, you'll be receiving newsletter updates from us in your email inbox.

Loading