Latino Media at War
Mainstream Media Under Attack
Latino media is becoming hot, with double the amount of upfronts than last year. Univision opened fire under the theme “Latinos live here,” playing with the double meaning of here (Univision or America). And that was precisely its strategy: to probe both the growing importance of the Latino population as well how Univision is the dominant player in that field. The attack wasn’t solely focused on other Hispanic media but on the general market as well. According to Univision’s research, it beat NBC 195 nights out of 365 in 2011. While the company wasn’t the only one to play with stats (focusing on different age segments or dayparts might show different results), it was a confirmation of how Hispanic TV audience is no longer a niche but can compete with the general market in terms of audience.
Univision ratified its leading position, bragging about its 73 percent share among Spanish television. Important to note, this includes its other networks (Galavision and Telefutura), while less than 10 years ago Univision by itself had more than 80 percent share. Still, benefiting from the growing Hispanic ad investment, its revenue doubled in that same period. On the other side, Telemundo altogether with mun2 recorded its best upfront season last year, delivering 20 percent growth in ad revenue.
Read the entire article at Click Z.