Brian Steinberg Senior TV Editor TelevisaUnivision is speaking a different language in TV’s weakened upfront market. Where most media companies and media buyers expect the overall volume of ad commitments to decline owing to a tough economy and a Hollywood work stoppage, the Spanish broadcaster is anticipating gains and even rate hikes. “We expect to fare better than the market on pricing” said TelevisaUnivsion CEO Wade Davis during a call with investors Thursday, a reference to measures known as CPMs, or the cost of reaching 1,000 viewers.
In many cases, according to media buyers and other executives, advertisers have called for “rollbacks” of as much as 5%,’ with sports the only category notching true positive gains.
Davis said the company expected its volume of commitments to be “up mid to single digits” as Univision took share from its English-language rivals.
In 2022, the company expected to see a double-digit-percentage increase in volume, with CPMs, or the cost of reaching 1,000 viewers, rising as much as 8% to 9%.
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