• by Wayne Friedman , May 12, 2020

In contrast to some English-language broadcast entertainment networks, Univision Communications says its Spanish-language network is ready to make upfront deals now -- with first-run programming complete and set for next 12 months.

In a virtual presentation to media agencies and marketing executives on Tuesday, Steve Mandala, president of advertising sales and marketing for Univision Communications, said: “Unlike English-language networks, our prime-time schedule for the next year is set with first-run episodes every hour of prime time.”

Specific details on next season’s programming will be revealed at a forthcoming virtual event.

“We are more than prepared on all fronts. We have been connecting with agency teams for months.... When you partner with us for your plans for 2020 or 2021 and beyond, your timetable is ours,” Mandala said.

Some TV networks are struggling to complete production for series episodes -- returning and new shows -- for the upcoming TV season that is set to begin in the fall.

At the same time, TV marketers have been looking toward a different upfront TV advertising market due to the COVID-19 pandemic, where perhaps only half of traditional upfront national TV inventory might be sold before the TV season begins in the fall.

Mandala reminded executives that 90% of Univision’s viewing is watched live -- which is increasingly important to marketers who worry about time-shifted viewing where viewers can fast forward though TV commercial messages.

In 2019, Univision media networks’ advertising revenue inched up 1% to $340.3 million. Core advertising -- excluding its strong 2018 mid-term election results from political advertising -- grew 6% to $334.0 million.

Matt Krepsik, global head of MROI Product Leadership of Nielsen Global Media, said during the presentation that consistent brand marketers who spend over $1 million or more on Spanish-language TV have seen growing returns on investment -- now up 40% to $1.18 in 2020 for every TV media dollar spent, up from 80 cents in 2019.

Univision touts that it is the fifth-most watched broadcast network.

Season-to-date through May 10, the network was at 1.46 million viewers, looking at Nielsen live program-plus-seven days (L7) time-shifted viewing and L3 data through the last two weeks.

Among 18-49 viewers, Univision earned a 0.5 rating/2 share -- 600,000 18-49 viewers.

A year ago, through April, Univision was at an average 1.4 million viewers and a 0.5 among 18-49 viewers.

Roberto Ruiz, executive vp/research, insights and analytics for Univision Communications, says Hispanic purchasing power continued to climb -- at $1.6 trillion in 2018, up from $1.2 trillion the previous year.