Univision to Highlight Focus on Bilingual Millennials


NEW YORK: At its upcoming Upfront in New York, Univision Communications is set to highlight a multiplatform portfolio that the company says will allow marketers to better target young U.S. Hispanics.

The new marketing strategy will center on “billennials,” or bilingual Millennials, via targeted programming, special events across all platforms and exclusive rights to more sporting events. Highlights of this “billennial” approach will include a new Univision Deportes website featuring a fantasy-sports platform; an original brand campaign for Univision Network highlighting the journey of Hispanics in the U.S.; and the addition of new programming across the company’s networks, among them shows such as La Viuda Negra 2, Lady, Niño Santo, Logout and Ruta 35, along with novelas such as El Color de la Pasion and the digital-oriented Antes Muerta que Lichita.

The company's Upfront presentation will take place May 12 at the Lyric Theatre in New York.

“The Hispanic community is a bold, dynamic force fueling the growth of this country and influencing our economy, culture and policymaking across the board,” commented Randy Falco, the president and CEO of Univision Communications. “Hispanics represent one of the fastest growing segments of the U.S. population and are projected to fuel the country’s growth. This is our audience, and we are here to show marketers that in addition to being 57-million strong, Hispanics are young, bilingual, upwardly mobile, socially engaged and digitally savvy. What’s more, they have a deep connection with Univision that is unrivaled—only Univision is the Hispanic community’s most recognized and trusted brand. It’s clear that our audience is the way forward for marketers to grow their brands.”

“With today’s fragmented audience constantly shifting from one device to another, advertisers and marketers are continuously searching for ways to successfully reach and drive new customers to their brands,” said Keith Turner, the president of advertising sales and marketing for Univision Communications. “The answer—and the way forward—is Univision. We present marketers with unparalleled access to a young, highly connected consumer group that is 71 percent unduplicated, 91 percent live-viewing and 96 percent commercial-watching, bucking today’s media consumption trends which have made reaching consumers more difficult. Our unduplicated media reach of 49 million consumers monthly, combined with our slate of customized programming for viewers who prefer watching live, further differentiate Univision as the leading platform for advertisers to get what they want, where they want it and when they want it—with certainty.”