• by David Goetzl  @dgoetzl, May 15, 2008

Univision tried a new tactic Wednesday in its ongoing quest to persuade advertisers to spend more on Spanish-language TV--a metaphor.

At its upfront event, the network suggested that it's in the position that both country music and NASCAR were before they took off as cultural touchstones. In that vein, it advanced the argument that advertisers should lead a trend, not lag it.

The metaphor allowed it to put a new spin on its pitch: With the Hispanic population reaching 15% of the U.S. (and growing) and its buying power surging, Spanish-language TV is an essential part of a media plan.

Of the top 300 brands that advertisers support, Univision has some 200 on its networks (TeleFutura and cable outlet Galavision are the others)--giving it room for growth.

Univision's top sales executive David Lawenda told buyers in attendance that the networks offer "a real solution to the global changes facing your brand"--referring in part to the troubled economy, and also to the changing population dynamics.

On a practical note, he said Univision finished first among all networks in the 18-to-34 demo on 55 nights in 2007--a figure he predicted would top 100 in 2008. Univision positions itself as the fifth broadcast network behind the Big Four.

Lawenda, who joined Univision last year, took the stage for his first upfront with the company. CEO Joe Uva did so for his second, although last year the upfront came after he had been on the job only a few weeks.

Wednesday's upfront event took place before a full house at the Jazz at Lincoln Center venue in New York. In what may have been some guerilla marketing, media buyers exited to find a line of cabs with billboards on top plugging Univision competitor Telemundo.

On the programming front:

--Univision is taking a page from NBC Universal by launching a "green" initiative in which a range of programs will include environmentally friendly themes.

-- Its news group will continue to focus heavily on the 2008 election and the expected, unprecedented influence that Hispanics will have as a voting segment. Univision said it is looking for a sponsor to link with the election coverage via multiple touchpoints.

--TeleFutura will debut two prime-time telenovelas for the first time.

--Univision will offer an "American Idol"-style reality series in which Hispanic singers looking for a big break will compete--with viewers selecting "Latin music's next superstar." The series will air live.