Brian Steinberg Senior TV EditorTelevisaUnivision had something to sell in this year’s TV upfront market that many of its English-language counterparts did not: growing linear audiences.The Spanish-language media giant has finished its upfront negotiations and expects to see rising volume of advance commitments for its advertising, according to a person familiar with the matter.
This person says TelevisaUnivision anticipates a double-digit-percentage increase in volume, with CPMs, or the cost of reaching 1,000 viewers, rising as much as 8% to 9%.Like other TV networks in the midst of selling upfront inventory this year, TelevisaUnivision noted significant advertiser interest in sports and streaming.
Advertisers proved interested in the company’s soccer broadcasts, and saw ad investment in its streaming-video outlet, ViX more than double.
According to the person familiar with the matter, 70% of clients who made investments in linear TV inventory also purchased ad time on ViX to gain incremental reach.
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