Davis added that the company expected to finish with volume up in the mid-single digits at the time. He called it an “incredible achievement” considering the broader market was expected to face rollbacks.
Last year was the first combined upfront event for the Spanish-language media and content company following Univision and Televisa’s merger earlier in 2022.
In that first year as a combined company, TelevisaUnivision secured double-digit volume growth for its best upfront outcome in seven years. Pricing was strong with CPM increases in the high single digits. The increases were in line with other publishers, which often reported gains of 9-12% at the time.
What writers strike?
Like other upfront week presenters, TelevisaUnivision had the tough task of negotiating during an uncertain economic climate; however, the company was one of the only upfront week presenters that wasn’t affected by the ongoing Writers Guild of America strike, with its production happening outside the United States and protesters skipping its upfront week event.
“This matters a lot because [advertisers] know there’s not going to be any disruption to the full slate of original content that we have every night of the week, 365 days a year,” Davis said recently in regard to the writers strike. “On the other hand, the uncertainty in the general market really creates a lot of challenges for advertisers in the upfront who are being asked to make forward advertising commitments for a broadcast year without the certainty of knowing what that content slate is going to look like.”
In an interview with Adweek following the company’s upfront week presentation, ad sales chief Donna Speciale acknowledged that it was a “slower pace” in this year’s negotiations. However, the ad sales leader noted that conversations were happening and had been continuing “for a while.”
“This is our one time to shine a light on the Hispanic audience, and we will be back,” the ad sales chief said.
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