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Upfront week is right around the corner, and Telemundo wants to kick things off in style.
Adweek can share exclusively that NBCUniversal’s Telemundo Celebration on Monday, May 15, will take place at The Glasshouse in New York City. This will be the first-ever upfront event at the 75,000-square-foot, glass-enclosed space.
And to get the celebration going, the company has booked reggaeton artist Nicky Jam, known for hits such as “X” and “El Perdón,” as the night’s performer.
Jam follows in the footsteps of past Telemundo upfront performers Enrique Iglesias, J Balvin and Ozuna—all of whom he has collaborated with.
Telemundo’s 2022 upfront messaging was about marketers “future-proofing” their businesses as the Hispanic demographic continues to grow in the United States. This year, the theme is “Come With Us,” which Beau Ferrari, chairman of NBCUniversal Telemundo Enterprises, said, “invites brands and clients to join us on this journey.”
“What we’re looking to do is to tie that to these popular franchises in Telemundo history and obviously defining cultural moments as America’s No. 1 content powerhouse,” Ferrari said. “And to bring brands and clients on that journey with us is at the heart of all of that.”
Last year brought several highlights for Telemundo, including the launch of Tplus on Peacock, ad sales reaching record revenue for its Spanish-language broadcast of the 2022 FIFA World Cup, and Telemundo Deportes serving as the exclusive Spanish-language home of Super Bowl LVI, marking the first time a Super Bowl was televised on a Spanish-language broadcast network in the U.S.
In 2023 and beyond, the company promises similar tentpole opportunities across news, sports, entertainment and FAST channels.
In January, Telemundo became the exclusive Spanish-language home of the women’s and men’s national soccer teams across all platforms, including Peacock. The company will also air every match of this summer’s FIFA Women’s World Cup from Australia and New Zealand on its linear networks, with all matches also available in Spanish on Peacock, marking the first time the women’s competition is broadcast live in its entirety in Spanish in the U.S.
