TelevisaUnivision Upfront Recap: Five Key Takeaways from Casa Cultura

By Donna Speciale , President of U.S. Advertising Sales and Marketing 

The TelevisaUnivision 2024 Upfront was more than a sales event: It was a true celebration of the growth Hispanics are forging within the U.S. economy, the influence they have on mainstream U.S. culture, and the impactful ways in which brands and marketers can connect. 

Here are five takeaways from Casa Cultura that will shape the way brands think about engaging with Hispanic audiences in 2024 and beyond. 

1. Hispanic Growth is Undeniable  

Hispanics are the fastest-growing segment in the United States, and their influence on U.S. culture is undeniable: 

• Hispanics contribute a whopping $3.2 trillion to the U.S. economy, and they are driving small business growth.  
• Hispanic Americans are poised to be the swing vote in the 2024 Presidential Election, with a staggering 36 million eligible voters. 

These data points are a call to action for marketers to engage with this audience on issues that matter most to them. Because culture is the ultimate driver of consumer behavior, and it is Latin culture that is driving mainstream culture in the United States today.  

Who better to help us prove this point than multiplatinum artist Becky G, who recently hosted our first- ever bilingual Latin American Music Awards? 

Becky brought to light the importance of her cultural duality and spoke of the authentic connection young Hispanics like herself have with the Univision brand and its significance in the community.  

“It was so refreshing to walk onto a premios stage and get to show up as my true, authentic self, bilingual, and feel so seen, and also be able to provide a space where others who also identify as ‘ni de aquí ni de allá’ can be represented,” Becky shared. 

2. ViX Streaming Innovations 

 “The Spanish-language streaming lane was one of the last streaming lanes that nobody has really taken on,” our Pierluigi Gazzolo, ViX CEO, told TheWrap. “Our promise became a streaming service that’s going to have the most original Spanish-language content… and so far we’ve kept our promises. There’s been a lot of momentum.” 

Our streaming platform ViX has surpassed 50 million monthly users globally and saw a staggering 70% growth in streaming video reach year-over-year in the U.S. alone, offering an unparalleled opportunity for brands to reach and engage with Spanish-speaking audiences.  

Gazzolo took the stage to announce the official launch of ViX’s new tier, Premium with Ads, opening the doors for brands to live alongside the 17,000 hours of premium content behind the paywall. 

To help share this exciting ViX news, Gazzolo was joined by Mexican actor, content creator, and founder of Arco Entertainment, Juanpa Zurita, announcing that ViX and Arco have entered a first-look deal, helping bring next gen storytellers into the ViX portfolio. 

This announcement reinforces ViX’s value proposition of bringing authentic content to Hispanics, giving voice to new Hispanic talent and creators. 

3. Proper Representation through Advanced Advertising Solutions 

TelevisaUnivision's advanced advertising solutions, anchored by our Household Graph, provide marketers with unprecedented insights and targeting capabilities while simultaneously tackling the rampant underrepresentation of Hispanics in data sets, industry-wide.  

"There are still many brands not investing to connect with Hispanic audiences, mostly because those audiences are undercounted or misrepresented by the largest data brokers", our Dan Aversano, EVP of Advanced Advertising Sales, Data Strategy & Operations told AdExchanger. 

With coverage of nearly 100% of Spanish-speaking households nationwide and over 250 brands activating with the graph in the last year alone, we offer a data-driven approach to reaching Hispanic consumers with precision and efficacy.  

We also announced three new innovations to our Advanced Solutions: 

1. Measurement: Best-in-class outcome measurement across linear and streaming with our partners at EDO 
2. Commerce: A second-screen shopping experience that makes our content the store itself 
3. Retail media: A new offering to increase effectiveness with Hispanics at the point of sale 

This level of granularity empowers marketers to tailor their messaging and creative assets to resonate authentically with their target audience, driving deeper engagement and conversion rates. 

4. The Cultural Impact of Fútbol 

President of U.S. Networks, Ignacio Meyer, put a strong spotlight on our company’s dominance in live soccer programming across platforms, reinforcing our ability to unite Hispanic audiences through culturally relevant content. With over 50% of all soccer viewing in the U.S. and exclusive rights to Liga MX, the most-watched league in North America, TelevisaUnivision's sports coverage is about more than just a game—it's about being a cultural touchstone that evokes a deep passion from Hispanic viewers.  

Taking the stage alongside Meyer to make a special announcement on Copa America was the most-awarded Latin artist of all time – Shakira!  

Shakira announced that her new single “Puntería” will be the official song of TelevisaUnivision’s coverage of CONMEBOL Copa America 2024 – kicking off in less than 30 days. 

The Summer of Soccer is upon us, but the passion for fútbol extends way beyond one summer. Brands who align with our sports properties can tap into this passion point to foster meaningful connections and build brand affinity among Hispanic consumers. 

 5. Music’s Cultural Connection 

Our 2024 Upfront closed with one of the most powerful cultural touchpoints: music. TelevisaUnivision is the home of Latin Music, and we were thrilled to announce the launch of Sistema Uforia, an always-on capability that fosters authentic connections between brands and the vibrant world of Latin music and culture. We also announced brand-new experiential initiatives like Lo Nuestro Fest – a consumer-facing festival in conjunction with Premio Lo Nuestro, and Casa Creator – the largest gathering of Latin creators ever, tied to our Premios Juventud youth award show, and an artist discovery arm – a way for brands to tap into rising musicians and culture makers as they soar into stardom.  

By leveraging the power of music and cultural events, marketers can create memorable brand experiences that resonate long after the event is over, driving brand loyalty and advocacy among Hispanic consumers. 

La Cultura Begins Here 

The explosive impact of Hispanic culture is all around us – in our economy, in our elections, on our music charts, our food tastes, and of course, across our screens. TelevisaUnivision’s capabilities continue to expand to serve our community and provide authentic engagement points for brands.  

As the home of U.S. Hispanics, this year’s Casa Cultura truly embodied La Cultura, offering our partners an immersive experience. AdWeek’s Luz Corona, noted that the event’s emphasis on data measurement, younger demographics, and diverse programming in sports, music, and entertainment proved TelevisaUnivision’s role as the ultimate platform for connecting with the expanding Hispanic and Latinx audience.   

Alongside TelevisaUnivision, brands can establish themselves as trusted allies in the hearts and minds of Hispanic consumers, driving business growth and success with this influential market segment. It's time to seize the moment and unlock the full potential of Hispanic-focused marketing strategies. The future is bright, and the opportunities are limitless – come grow with us. La Cultura lives here.