Entravision Upfronts: Omni Channel Approach, Exclusive Talent and NFL Partnership
Entravision, chose the month of September, exactly Thursday Sept. 24, to have its upfront show in New York City's AXA Equitable Center. Led by Entravision's CEO Walter Ulloa, the upfront session's theme was "1" (1 Year Anniversary of Pulpo Media acquisition); "5" (launch of the Radio Network); and "20" years since the company was created. The upfront presentation was crowned with a performance by Sony Music Latin Recording Artist Victor Manuelle.
C-level executives including Chief Revenue Officer Mario Carrera, Jose Villafañe, president of National Sales, Franklin Rios, President, Luminar & EVP, Digital at Entravision Communications, and Maria Lopez Knowles (photo), CMO of Entravision, all alluded to the "seismic shifts" the Marketing and Media space is going through and how Entravision is approaching the market with an Omni channel reach not only through TV, Radio and Digital Media but also through the ability of in-house audience analytics to attribute campaign results to each of those channels. CMO Lopez Knowles characterized the Hispanic audience as "valuable, younger and more influential".
Hispanic Audiences are valuable, younger and more influential.
Key announcements that Entravision executives made during the upfront "1-5-20" upfront include:
- Partnership with NFL: Entravision touted the just acquired new three-year Spanish-language rights deal to broadcast all NFL regular season Sunday night games, two Thanksgiving games and all AFC Playoff games. All games will be broadcast live on 15 Entravision radio stations in 13 markets across the United States and various Entravision Solutions Audio Radio Network stations.
- Exclusive Content Partnerships: Executives from the broadcaster explained the local and national ratings growth of its station platform and how its network affiliate count has doubled to more than 300 stations in the last five years, with coverage of 95% of the U.S. Latino population. Exclusive partnerships include five-year-old “El Show de Erazno y La Chokolata” (cleared on 85 stations), Alex “El Genio” Lucas (59 stations) and Eddie “Piolin” Sotelo (45 stations).
- New Studio in Los Angeles: A new studio will be established in Los Angeles to facilitate digital and off-line forays (including emore than 100 events per year) of Entravision talent and sponsors.
- Study on programmatic Audio Buying in Partnership with WideOrbit. As programmatic audio buying is becoming a major factor in audio buys, Entravision will be producing a study together with Advertising Management Software Company Wide Orbit.