Univision Tells Advertisers That It’s Unaffected By Fragmentation – Upfront

I wonder when the mobile and social game industry will notice this huge market.

Deadline

We’re just midway through broadcasters’ Upfronts Week, but Univision may emerge as the company with the least defensive presentation. It was resolutely upbeat, and specific, even as it continues to fight a lingering impression among some advertisers that Spanish-language audiences tend to be comparatively old or hard up — losing younger, bilingual viewers to the major networks and digital outlets.

Advertisers who increase their spending on digital video are “trying to chase this fragmenting viewer,” Advertising Sales EVP Steve Mandala said in his company’s gathering today. “Fragmentation is about other networks, not [Univision].” Some 91% of its viewers watch live vs anywhere from 44% to 56% for other major networks. “There’s no way to drive the opening-weekend box office…if the consumer isn’t seeing your ad exactly when you want them to see it.”

He added that 73% of the Univision audience doesn’t watch the “top 10 networks where the majority of your TV dollars are…

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