Univision Communications held a virtual upfront-like advertising event on Wednesday, touting its new streaming service PrendeTV and promoting growing content investments and global pursuits.
Donna Speciale, president of advertising sales and marketing for the big U.S. Spanish-language TV company, says PrendeTV -- a free, advertising-supported platform, which will officially start March 29 -- has struck launch-sponsor deals with McDonald's, Coca-Cola, Dunkin', Clorox, Toyota, Johnson & Johnson, Walmart, Chase, Verizon and Lilly.
PrendeTV, which launches with 35 channels and 30,000 hours of Spanish-language programming, will be backed by an initial $100 million marketing budget.
Recently, Univision acquired Vix, an existing streaming advertising video-on-demand service.
Speciale urged more national TV marketers to buy Spanish-language TV. She says that among the 1,900 English-language networks, TV advertisers only 400 buy Spanish-language TV.
Speciale was hired about two months ago, after a long stint heading up advertising sales for WarnerMedia’s Turner networks.
Wade Davis, who is CEO of Univision and was part of an investor group that closed a deal to buy a majority stake Univision Communications in late December, touted rising viewership and expanding global reach for the company.