Univision Communications Inc., the leading Spanish-language content and media company in the US, revealed on its recent Upfront the 2021-22content slate showcasing live news, entertainment, and sports, building on its continued transformation. New slate features +2500 total hours of original scripted and unscripted content across Univision and UniMás, plus new tentpole events UniVisionarios and TUDN Mega-Fest
Univision announced the 2021-2022 programming lineup ahead of the Company’s “Grow With Us” themed Upfront presentation to advertisers on May 18. Developed on a proven programming strategy that has made Univision #1on Spanish-language television for 29 consecutive seasons and with digital properties growing faster than any other broadcaster, the new slate includes even more of what its audience loves: big, live tentpole events, entertainment, trusted news, and the best soccer from around the world, across more platforms.
Univisionexpanded its portfolio earlier this year with the launch of PrendeTV, the AVOD streaming service featuring free, premium 100% Spanish-language programming with 50 channels and +30,000 hours of content from world-class movies and entertainment studio partners. It also offersprogramming from Univision and Televisa’s robust content libraries exclusive to the service. PrendeTV has 1 million active users spending two hours a week, on the average, streaming and is on pace for 5 million users by year-end.
The unrivaled touchpoints in-language and in-culture have forged an unmatched connection to a consumer population that today represents nearly 20%of the total US population, and is projected to make up 54% of total US population growth between 2021 and 2026. It is a population growing in influence and is driving consumer spending in all key categories, including Auto, Health, Insurance, Retail, and Technology. In fact, the US Latino GDP is USD 2.6 trillion, larger than Italy, Brazil or South Korea, and is the third fastest growing GDP in the world
Donna Speciale, president of Advertising Sales and Marketing, Univision: ‘Univision is the gateway to U.S. Hispanics and represents an untapped opportunity for brands to deliver current and future growth. According to Nielsen, brands not active in Spanish-language are leaving an incredible 39 percent of ad spend return on the table and are missing out on a key opportunity to speak to the consumers that are the main growth driver in these major categories. Nobody understands this audience like Univision. We have the research, data, and insights to help brands engage in-culture and in-language, and are committed to developing new solutions to optimize performance across our portfolio for our partners’.
To assist brands in developing campaigns to authentically reach the Hispanic consumer, Univision is launching its first Brand Studio. Created from the ground up, it combines the best in original brand journalism with industry-leading insights to deliver powerful storytelling across the Univision portfolio and social media. Additionally, Univision is leading the way and building the industry’s first Hispanic audience data graph, to optimize client campaigns and help solve for underrepresentation of Hispanic consumers in the advanced data sets increasingly used across the industry. The network leverages the audience data graph to accelerate its advanced solutions across the board. It will help power new addressable TV beta offerings with Vizio, Dish, and others; strengthen Univision’s audience targeting capabilities; and deliver a cross-platform offering that seamlessly connects brands to targeted consumers across the Univision ecosystem. These new capabilities will begin rolling out in Q4 2021.
Content will take center stage this afternoon, as Univision senior leadership showcases the Company’s 2021-2022 programming slate featuring + 2500 hours of original content across its Univision and UniMás broadcast networks. Committed to delivering the best scripted and unscripted content, tentpoles, news and sports events across its platforms, the new slate will build on the network’s momentum as the # 1 Spanish-language network on television, outperforming Telemundo by double-digit margins in primetime among Total Viewers 2+ (+30% advantage), Adults 18-49 (+28% advantage) and Adults 18-34 (+36% advantage), and continue to drive engagement across social.
Luis Silberwasser, president of Univision Television Networks Group, Univision, added: ‘It is an exciting time at Univision and I am proud to help chart the course of our transformation that will take this iconic media company to new heights. We are focused on bringing Hispanics together by delivering programming that promotes live viewership and ingnites passion for community, family and culture. It is why we are adding more tentpole events, more sports programming, and expanding our news hours. Nothing energizes our audience more than live entertainment and when combined with a proven weekday primetime lineup filled with the best scripted novelas and series from around the world, we are authentically serving U.S. Hispanics with the content they love’.
At the heart of Univision’s strategy remains its big, live event programming, and in 2022, the network is introducing UniVisionarios, a first of its kind platform designed to recognize those in the U.S. and around the world from all walks of life who are committed to improving and advancing the Hispanic community, and TUDN Mega-Fest, launching summer 2022 and bringing together two of Univision’s audience’s greatest passion points: soccer and music. Also, Univision’s brand-defining award-shows in Premios Juventud (Youth Awards), Latin GRAMMY Awards and Premio Lo Nuestro.
Reality competitions with cross-generation appeal return to build on the network’s Spanish-language stronghold on Sunday nights during its Domingos en Familia programming block —showing double-digit audience advantages over Telemundo on Sunday—, as well as Nuestra Belleza Latina, Pequeños Gigantes, Mira Quién Baila, Tu Cara Me Suena and ¿Quien es la Máscara? anchor the franchise.
The breakthrough reality franchises will team with Univision’s weekday slate featuring new scripted novelas, including S.O.S. Me Estoy Enamorando, La Desalmada, Vencer el Pasado and Génesisto power the network’s primetime programming block. Additionally, this season marks the return of Univision’s beloved franchise, The Collection, with the modern remake of classic telenovela Los Ricos Tambien Lloran.
