Telemundo and Univision still get just a sliver of the ad market. What gives?
Spanish-language broadcasters raked in a record $2.15 billion in 2011-12 upfront commitments, but executives at Univision and Telemundo believe that many marketers are still guilty of undervaluing the Hispanic TV marketplace.
Despite earning bragging rights as the only broadcasters to post ratings gains this year, the two rivals are all but segregated from the English-language broadcasters. Not only are Univision and Telemundo’s respective upfront presentations pushed to the margins of the mid-May schedule, but both nets are obliged to wait for the Big Five to wrap up their business before they can begin engaging with buyers.
Read the entire article at Ad Age.