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Univision Media and Consumer Insights Update – March 25th, 2020

By Steve Mandala, President of Advertising Sales & Marketing

As America’s Hispanic Superbrand, Univision feels a responsibility to keep you informed about developments within the Hispanic media and consumer spaces. During this difficult time, as marketers are making decisions based on rapidly changing information, we are committed to sharing relevant research with you on a regular basis.

To that end, we are providing the two presentations I referenced in my letter last week.

The first deck looks at changes in consumer behavior and economic outlook produced by the current crisis. It is sourced from our partnership with Civic Science, and uses data collected in the month of March. Click here to access the first deck.
The headlines from this deck are:

  • Hispanics are reacting to the COVID crisis generally the same way as non-Hispanics
  • Exception: Hispanics are significantly more optimistic about their financial situation post-crisis, vs. non-Hispanics.

The second deck shows recent trends in media consumption among Hispanics and is sourced mainly from Nielsen data. Click here to access the second deck.
The headlines from this deck are:

  • In times of crisis, when information is critical, Hispanics are turning to Univision’s news content in large numbers
  • Univision’s unmatched brand equity with Hispanics plays a major role in their media selection
  • The overall market has seen significant growth for both linear TV viewing and digital traffic. Univision is no exception and is outpacing market averages
  • Never before has live viewing been more strategically important to marketers and more scarce with the disruption of live sports. Univision consistently delivers a live audience in primetime equal to the top English-language sports events

We hope you find this information useful. Please reach out to me, or your Univision representative, if you have any specific research needs.

Stay well,

Steve Mandala
President of Advertising Sales and Marketing, Univision

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