Perpetual Hispanic television underdog Telemundo enters the upfront fray with some challenges this year, having dropped a steep 20 percent among adults 18 to 49 during the past season. The network averaged a 0.4 compared with Univision’s 1.6.
The NBC Universal-owned network, which includes mun2 and its Yahoo! Telemundo site, has embraced the same “360” strategy of English-speaking networks in the NBC family, which means an upfront presentation peppered with advertising opportunities that include online and mobile content.
Since Telemundo creates much of its own programming, the network will continue to offer opportunities for content integration. This year Telemundo is also looking to expand its late-night programming.
“Telemundo’s challenge and opportunity is to feature their cross-platform structure of networks and to highlight product placement abilities,” said media consultant Julio Rumbaut.
When: May 15, 7 p.m. (ET)
Where: Radio City Music Hall
Key executives: Don Browne, President; Steve Mandala, VP of Sales and Marketing
Adults 18-49 season to date: 0.4, -20%
Total viewers: 0.8 million, -10%
Source: Nielsen Media Research ratings data for Sept. 18, 2006, to May 5, 2007, compared with Sept. 19, 2005, to May 7, 2006