For the first time, the Hispanic upfronts will move beyond the coasts and straight into the heart of the country, holding the multi-network Texas Hispanic Upfront event in San Antonio on June 5th.
Participating broadcast networks will include Univision, Telemundo, TV Azteca and V-me. The upfront event will also host cable TV networks, ESPN Deportes, Fox Sports en Espanol, and MTV Tr3s.
The event is significant in three ways: First, this is the first year that these networks will be holding their upfronts in Texas. Whereas in past years, TV stations have been content to hold their events in grand style in New York City, this move demonstrates an understanding of the growing profile of the Texas market, and the need to meet it on its own turf.
The event is also significant in that it is a marked departure from the typical format of the upfront event, wherein a single network or cable TV channel will hold its own event and tout its different vehicles. The upcoming upfront in San Antonio will host at least seven different broadcast and cable TV stations. The American Marketing Association (AMA) and SAVisión, its Hispanic marketing arm, are presenting the Texas Hispanic Upfront.
A wider net…
Apart from hosting agencies traditionally involved in Hispanic marketing efforts, the event’s association with the AMA will also be drawing some marketers who are largely unfamiliar with the Hispanic marketplace. According to spokesperson Diane Huth, 75-100 of the attendees will fall under this category. She adds, “In San Antonio, we’re about 55% Hispanic, so anyone who is looking to advertise to this market and is not currently running Hispanic programs really should be.”
Among the traditionally general market organizations that will be present at the event are Oral Designs, a national dental processing company, the Southwest Business Corporation (SWBC) and Whataburger, a 650 restaurant hamburger chain, currently present in the Southeast and Southwest. “We see this event as a real business development opportunity,” says Huth, noting that the presence of general market advertisers will contrast with the Hispanic-centric marketers that typically populate Ahaa events.
Event sponsors include: HEB, Republic National Distributing Company, Brown-Forman (distiller of Jack Daniels).