U.S. HISPANIC
Univision: Exclusive reach and unique connection
Maribel Ramos-Weiner| 14 de mayo de 2020
Steve Mandala de Univision
In the context of the live stream, Univision: Here for our community, here for our partners, Steve Mandala, the company`s president of Advertising Sales, commented that two years ago they decided that the content strategy had to revolve around Spanish, investment in local and digital TV, content and brand of UniMás and commitment with the dramas on primetime in Univision.
Mandala, who recalled that on Tuesday, June 16 the company will carry out its 2020-2021 Upfront virtually, mentioned that the primetime of Univision channels is leading with 12% growth in Adults 18-49 (2019-2020 vs. 2018-2019) and that the novela Como Tú No Hay Dos is in the first place from Monday to Friday on the 10pm schedule, according to Nielsen.
He explained that the company has replaced the formula “reach+connection=growth” for that of “exclusive reach+connection=accelerated growth” for brands.
Mandala detailed that 83% of Univision´s primetime schedule does not watch any of the other 10 main TV networks, that they are watched 90% live, that they are the fifth network, both in open TV and in pay-TV and they have 20 million unique users in digital. Mandala highlighted that they are differentiated by their primetime schedule with new episodes for the next 12 months.
The second part of the presentation was dedicated to the longest study conducted by Nielsen about ROI Meta-Análisis from campaigns in the Spanish language, that was presented by Roberto Ruiz, EVP Research, Insights, and Analytics at Univision and Matt Krepsik, Global MROI Product Leadership at Nielsen.
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27 de julio de 2017
Steve Mandala promoted to president of Ad Sales & Marketing for UCI