TelevisaUnivision had something to sell in this year’s advance television market that many of its English-speaking peers didn’t have: linear audience growth.
The Spanish-language media giant has finished its pre-negotiations and expects to see a growing volume of pre-commitments for its announcement, according to a person familiar with the matter. This person says TelevisaUnivision expects a twofold increase in volume, with the cost per thousand impressions, or cost of reaching 1,000 viewers, rising 8% to 9%.
Like other TV networks in the midst of selling out stock up front this year, TelevisaUnivision has noticed a strong interest from advertisers in sports and live broadcasting. Advertisers demonstrated an interest in the company’s soccer broadcasts, and saw advertising investment in the video streaming outlet, ViX, more than double. According to the person familiar with the matter, 70% of customers who invested in linear TV inventory also purchased advertising time on ViX for increased reach.
This is the first payment the company has completed since Univison and Grupo Televisa late last year completed a $4.8 billion deal and pledged to create a new Univision streaming outlet already launched called PrendeTV. Broadcasting serves a different purpose than others might do. “We started streaming because it was a destination for our customers, not because we needed it” to generate impressions to make up for the lack of written reviews said Donna Special, Head of US Sales and Marketing at TelevisaUnivision. diverse in May. “We didn’t need it. Our audience was craving it.”
TelevisaUnivision has seen a growth in commitments from advertisers in technology, pharmaceuticals and finance. The new expenditures from the latter two are significant for the company, which has worked to increase revenue from those segments, which has not spent significantly on Spanish-language media in the past.
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