The Spanish-language upfront market is expected to close with only a modest 6% increase compared to last year’s 10% increase in spending, Media Life magazine reports. The slowdown is attributed to an uncertain economy, which has resulted in tightened budgets for advertisers and cautiousness about investing in a market that they don’t understand, the magazine says. Univision’s decision not to adopt the C3 system used by English-language networks to negotiate rates may have also hurt the Spanish-language market, the magazine notes.
—Vlada Gelman