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Advertisers are bringing the heat this summer to connect with Hispanic Gen Z! Ad revenue increased 24% this year for our Premios Juventud youth award show, led largely by social media, up 200%. “People will be watching live, and the engagement that brands can generate with social is critical,” said Luis de la Parra, SVP of Partner Solutions at TelevisaUnivision. “Brands really are understanding how to leverage music through the lens of a big moment.”

Young América was out in full force for the 20th anniversary of Premios Juventud (PJ) last night! And our sponsor partners took advantage of the energy and excitement around the main event to give fans an opportunity to experience their brands live and in the moment. Building on a long history with PJ, The Coca-Cola Company was the first-ever presenting sponsor of Premios Juventud, with custom activations bringing the energy to Hispanic Gen Z in the PJ Backlot with brands Coca-Cola and Sprite. The Coca-Cola brand celebrated music, culture, talent, and Agents of Change with partnerships with mega-talent Camilo and Univision’s own Roberto Hernandez and Jessi Rodriguez. While Sprite and Así Studios celebrated the 50th anniversary of Hip-Hop, through cinematic storytelling and energetic Backlot activations. Oreo brought fans at PJ a first-ever custom Oreo x PJ cookie, and "Hora Loca" during the Main Show, featuring an original song produced by TelevisaUnivision, bringing together pleneros and batucada rhythms that honor the culture of Puerto Rico.