Telemundo Upfront Delivers Big Ad Spend
Telemundo, which is teeing up a kids’ version of “The Voice,” has completed its upfront deal-making with volume up in the 20% range and spending commitments
from returning advertisers in the double-digits, according to a network sales executive.
Pricing increased in the 7% to 9% range as advertisers may have increased their interest in
reaching a growing Hispanic population. The CPM bump for sister network mun2 was slightly less.
Telemundo does not release a total dollar amount for the commitments it landed.
Telemundo is looking to bulk up Sundays by moving into the reality-competition genre with a trio of series, including La Voz: Niños (The Voice: Kids). Singers ages 6 to 14 will
compete. New novelas include “La Patrona” (The Patron), which involves the principal female character in a frowned-upon romance that has her sent to an insane asylum before she gains money
and power.
“We’ve invested significantly in programming both behind the cameras and in front,” said Dan Lovinger, who oversees Telemundo sales.
“La Patrona” is produced by Telemundo Studios. Network executives say owning much of its own content allows Telemundo to more easily integrate products. Lovinger said many upfront deals
included product integrations.
Telemundo competitor Univision has not released its upfront results, which are also expected to be up. News Corp.-backed MundoFox has been participating
in the Spanish-language upfront market for the first time.
By one metric, Telemundo has seen an increase in total viewers this season (Sept. 19-July 1), while ratings in the 18-to-49
demo are flat.
Telemundo holds rights to road games the Mexican national soccer team plays while qualifying for the World Cup. Lovinger said the team usually wins home games because
many are played at the Mexico City stadium in high altitude that can frustrate the opposition. Away matches bring a different narrative.
“When they go on the road, there’s
a little more drama and (the games) tend to be more competitive,” Lovinger said.
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