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Univision Pitching Growth Of Market

May 14, 2007  •  Post A Comment

Univision has been the fifth broadcast network this season, firmly besting The CW among total viewers and adults 18 to 49.

Though down 6 percent compared with the same period last year, Univision has expanded on its dominance of the Hispanic television market, which includes NBC-owned competitor Telemundo.

As has been the case for the past several years, part of Univision’s message to advertisers will include emphasizing the growing importance of the Hispanic media marketplace. And once again, there are plenty of statistics backing them up: Kagan Research projects multichannel penetration in Hispanic households will continue to climb, from 70 percent in 2005 to 72 percent in 2010. The Association of Hispanic Advertising Agencies projects this year’s upfront buying to hit $1.8 billion, up from last year’s $1.5 billion.

“Spanish television advertising investments, corporate valuations and enterprise debts are at unprecedented and all-time highs while ABC, CBS, NBC and Fox lost 2.5 million viewers over the past two months compared to last year,” said Julio Rumbaut, a Miami-based media consultant.

Since Nielsen Media Research started including Hispanic networks in the general-market index last year, Univision has been increasingly touting its competitiveness with English-speaking channels. Its top-rated show, “La Fea M%E1;s Bella” (The Prettiest Ugly Girl), has been a sensation that has led Univision to recently best CBS, NBC, Fox and The CW among adults 18 to 34 on Friday nights.

Advertisers are curious to hear the plans of new Univision CEO Joe Uva, who started at the company last month after moving from global agency OMD Worldwide. Part of this year’s upfront strategy is to sell Univision as a package along with sister networks TeleFutura and Galavision.

UNIVISION SNAPSHOT

When: May 16, 11 a.m. (ET)

Where: Frederick. P. Rose Hall at Lincoln Center

Key executives: Joe Uva, Chief Executive Officer; Ray Rodriguez, President & Chief Operating Officer; Dennis McCauley, Co-President of Network Sales; Tom McGarrity, Co-President of Network Sales

Adults 18-49 season to date: 1.6, -6%

Total viewers: 3.6 million, -6%

Source: Nielsen Media Research ratings data for Sept. 18, 2006, to May 5, 2007, compared with Sept. 19, 2005, to May 7, 2006

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