Seeking to boost Hispanic consumption, liquor giant Diageo is turning to TV, making a major upfront buy on Univision Communication’s Galavision cable network as well as on every owned and operated Univision station.

The year-long deal represents the first time a liquor company has bought upfront time — the period in which marketers buy up available commercial inventory from networks before the fall season — on every Univision station, Univision told Ad Age. The piecemeal purchase was necessary because Univision does not accept national liquor buys on the network.

Read the entire article at Ad Age.

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