The media landscape is changing. Target audiences are young, fragmented and enter into increased out of home activities, said David Lawenda, advertising sales director of Univision to a packed auditorium in New York City’s Time Warner Center this past Wednesday. “If you are working in downtown Chicago or downtown New York City, it is difficult to realize that the next big cities are going to be like Sacramento, CA, and other cities like Phoenix and Nevada.”
Joe UVA, CEO of Univision, and Ray Rodriguez, COO, highlighted the 360 approach that the company is able to offer through its multiplatform approach on Univision, Telefutura and Galavision, online portal (www.univision.com) and Univision Mobile.
Next years’s programming highlights are “Navidades Magicas,”sports (including Fifa World Cup qualifiers) and El Nuevo Sabado Gigante.
The bottom line, though, according to Uva, is that Hispanic consumers will be making or breaking brands for decades to come and that by allocating a part of their budgets to Spanish-language media, marketers can secure their share of the Hispanic market and expand their reach: “Sixty percent of Univision’s 18-49 audience is unduplicated,” Lawenda said.
The presentation concluded with a few songs by singer Shakira.