What: Univision Communications Inc. (UCI) unveiled its 2017-2018 programming line-up. Tapping into Hispanic’s passion for soccer is a key strategy for the largest Hispanic media company.
Why it matters: While Univision has lost some of its edge in the ratings vs. its rival Telemundo, the network presented itself at the upfronts in NYC touting key passion points of its audience. Hispanics passion for soccer plays a key role.
To date, Univision estimates its full portfolio reaches on average 108 million unduplicated media consumers each month – a 34% year-over-year improvement. As a strategy to create unique opportunities for marketers to deliver results leveraging viewers’ passion, the Company has decided to highlight the five passion points driving audience engagement: Soccer, News, Family, Music, and Drama.
“From more catered programming to improved access to content, we have enhanced our diverse portfolio to meet the needs of not only the next generation of American youth but also our valued clients. Our strategy continues to center around connecting and engaging with the audiences of the future and maintaining our unwavering commitment to authenticity and excellence,” said Randy Falco, President and Chief Executive Officer of Univision Communications.
According to the broadcaster, Univision Deportes has solidified its role as the home of soccer and strengthened Univision Deportes Network’s (UDN) position as the No. 1 Spanish-language sports network in the U.S. This has allowed Univision to deliver three times more soccer viewing opportunities than any other broadcaster.
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In 2016 alone, UDN primetime viewership grew by 33% among adults 18-49. In addition, five out of the top six most-watched live sporting events among Hispanics – in any language – were soccer matches broadcast on UDN.
In 2016 alone, UDN primetime viewership grew by 33% among adults 18-49.
This year, UDN will continue to deliver more soccer coverage than ever before, expanding on the Company’s position in the space and showcasing the importance of the sport in Hispanic culture. Starting in the summer of 2018, Univision Deportes will begin airing the UEFA Champions League. The matches will air exclusively in Spanish across UCI’s linear and digital platforms. Also, in the summer and fall of 2018, Univision Deportes will bring fans the UEFA Europa League and UEFA Nations League, respectively, across its platforms.
As part of its new programming, Univision Deportes will bring extensive coverage of the 2018 FIFA World Cup in Russia. Complementing the live action on the field, the channel will air a primetime talk show, live multiplatform shows, a second-screen viewing option, and more. It will also provide a slate of pre- and post-game expert analyses and complimentary programming across all Univision platforms.
With many matches airing from Russia at off-peak viewing hours, Univision Deportes will air an unique primetime show that will not only recap that day’s action but will merge the best of sports and entertainment.