Univision and Telemundo on the Hidden Reason Their Viewers Are a Better Deal for Advertisers

May 16, 2013  •  Post A Comment

Univision and Telemundo are pitching advertisers on the old-school nature of their viewers, telling them that they don’t digitally record shows to fast-forward through the ads, reports the Los Angeles Times’ Show Tracker.

Both networks touted their new season schedules to advertisers in separate upfront presentations, but they had a similar message, the story says.

"Both claimed that their viewers were more engaged and more passionate than viewers of the four major broadcast networks. Univision noted that more than 90% of viewing of Spanish-language shows is done in real time, compared with about 65% for the English-language networks," the Times says.

The Spanish-language networks want to expand their share of the TV advertising pie. While the English-language broadcasters have seen declining audiences in recent years, they are still also hoping to boost ad rates, the piece notes.

"Our country is changing. In fact, it has already changed," Univision advertising executive Steve Mandala said. "We are the power behind the opening weekend of many movies … and if you are trying to sell autos you cannot succeed without the Hispanic audience."

He added, "Univision is the only network where you pay for more, not for less."

Both networks expect to book more sales this year, the piece says. Telemundo has added more than 100 ad clients during the past year, and expects more growth for the next season, the piece says, citing Emilio Romano, president of Telemundo Media.

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