TelevisaUnivision Upfront Growth Bucks Soft Market
deadline.comTelevisaUnivision is seeing overall upfront volume growth in the high-single digits for the company’s best showing in nearly decade.
Advertisers helped TelevisaUnivision buck industry trends on price and volume, a person familiar with the situation said. The insurance, auto and telco categories led growth, with insurance — a category with historically low share in Spanish-language media — up more than 100% from last year.
Execs at TelevisaUnivision, which merged in 2022, have long touted opportunities for advertisers they say have not caught up with the size of the Spanish-speaking market.
The company has been looking to take revenue share and start to close the pricing gap. This upfront saw revenue grow across all national platforms and at new streaming platform ViX.
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