Discovery US Hispanic expects a strong Upfront season

Víctor Parada, VP Advertising Sales, Discovery US Hispanic, said to PRODU that this season they expect to have strong sales, both in Upfront and in scatter, as well as digital growth.“For us, the Upfront, and I think the market in general, is like a pendulum, where there have been years in which a lot of money is moved thanks to Upfront and less due to scatter. Lately, we have seen a trend in which there is more money for scatter and the Upfront market has fallen a bit. Of course, this depends on the programming you have”, he commented.When consulted on the use of programmatic, he said it is still in its infancy for TV. “We know it is a strength in the market and it indicates that data is extremely important for advertisers to address more specific niches. Doing it through TV is possible, but it is in a very early stage in the market”.Among the programming novelties, he mentioned for Discovery en Español, the third season of Texas Trocas, the fourth season of Mexicánicos, Barrett-Jackson Live, Desafío X 2, Tarzán Americano and for Discovery Familia, Dos en un Millón, among others.