Univision Cuts Commercial Loads During COVID-19 Crisis
09/04/2020
Like others in the TV business, the Spanish-language media company said it is in daily conversations with its clients to help them deal with the crisis. Univision also said it will be ready to make an upfront presentation and negotiate deals when the time is right.
Steve Mandala, president of advertising sales and marketing at Univision said the cut in commercial time means more news and entertainment content on the networks.
Steve Mandala
We have an ability to do that right now and we felt it was strategically really important to do and serve the interests of both viewers and advertisers, Mandala said.
Related: NBCU Courting Advertisers with Less Clutter, Free Services
Univision has also been finding other ways to work with its clients.
I think we're doing a lot of things to help advertisers and agencies, supporting them with insights and services that weren't required before, Mandala said.
In some cases, Univision is helping clients adapt their creative to the new situation, something that's right in the network's wheelhouse, he said.
And at a time when advertisers were trying to figure out what they should do, last week the network published a report that showed innovative things that Ford and Walmart were doing with creative in Spanish tailored to consumers' new concerns.
When the crisis first hit in early March, things were really rough with a little worry and even a little panic in the ad market, Mandala said.
But as time has moved on, both agencies and clients have become more focus on the business.
It's a little bit of a different world right now. What do we need now? What are we going to need a month from now? What do we need in the future? There seems to be a sense of intent and purpose this week, he said. My sense is that people want to get back to a sense of as much normalcy as possible, as quickly as possible.
Early in the crisis, advertisers in hard-hit categories like travel and retail, canceled ads. But Mandala said that revenue losses in March weren't overwhelming. Some pushed their budgets back to the second quarter. Others started running customized creative.
Sports advertisers were particularly disrupted as leagues canceled games. As the leader in the soccer market, Univision found that some of its advertisers still wanted to make sure they had messages in the market and shifted their ads to other programming.
In the present time, Mandala said the scatter market is functioning, with packaged goods companies in particular looking to step up their spending.
In studies, marketers have said they're looking for information they can use to justify continuing their advertising. Univision next month plans to release the results of a major study it did with Nielsen that analyzes return on ad spending.
Univision plans to share the finding in a webinar in May. Those results are going to be part of our messaging really from now. They demonstrate not just the opportunity but the actual results that are being delivered for those that are already active [with ad campaigns.]
May is also the time when clients will decide whether or not to use their options to not buy commercial time they reserved in last year's upfront.
Mandala said conversations with clients focus more on trying to understand how Univisoin can be helpful in these challenging times.
Were sharing a lot of insights about whats going on with those who are adapting creative. Weve shared a lot of insights about marketers who maintain their advertising during a downturn and whats the impact. Weve talked about what we are doing to serve the community and how they can tie Into that, he said. Were trying to be good partners and listen to those individual conversations.
Mandala noted that Univision's ratings were trending up before the crisis hit, and like other broadcasters, viewership has risen with people staying at home to stop the spread of the virus.
Univision has been developing content to inform and empower audiences and clients can get involved too. Those efforts range from public service announcement campaigns to a new automotive website that points to deals that are available and answers consumer questions. With only radio support, the site generated 175,000 hits its first day.
New Univision auto website A Bordo
Like other networks, Univision canceled its traditional May upfront presentation. Mandala said Univision is ready to do a virtual upfront presentation and make deals when the market is ready.
Despite the preoccupation with dealing with the virus, actually theres a fair number of people talking about the upfront, Mandala said.
I dont think theres any single point of view yet, but the consensus that Im hearing from agencies and advertisers is that they feel a futures market makes a lot of sense. They feel the upfront structure works in terms of safeguards for advertisers.
Some big advertisers may be ready to do deals on close to a traditional timeframe. Other advertisers whose businesses have been more disrupted may need more time to get their plans and budgets together, he said.
Were going to be ready to respond whenever the market is ready, Mandala said.
Univision's plan is, when appropriate, to stream a full presentation that would both highlight the company's business message and its programming plans for the fall and beyond.
At that point, Univision executives and talent might be able to stream from a single location. The company is also looking at using virtual reality gear to give sponsors a feel for some of its experiential marketing initiatives.
Univision will continue to position itself as Americas Hispanic Superbrand
LINK: | https://www.broadcastingcable.com/news/univision-cuts-commercial-loads... |
See more stories from bandc |
North America Stories
25/04/2024
Peacock Subs Jump 55% YoY to 34M in Q1 2024
PHILADELPHIA Comcast beat earnings estimates in its Q1 2024 financial report, as streaming losses continued to decline and Peacock's paid subscribers spiked...
25/04/2024
Seattle Kraken Inks Deals with Tegna and Prime Video
SEATTLE The Seattle Kraken have inked new multi-year agreements with Tegna and Prime Video that will expand access to their games over broadcast stations and st...
25/04/2024
Cintel Scanner G3 HDR+ Restores Egypt's Cinema Treasures to Their Former Glory
Cintel Scanner G3 HDR Restores Egypt's Cinema Treasures to Their Former Glo...
25/04/2024
Sinclair Names Kevin Coskren Chief Meteorologist at KTUL Tulsa
Sinclair Broadcast Group said it named Kevin Coskren chief meteorologist at KTUL, its ABC affiliate in Tulsa, Oklahoma....
25/04/2024
Attend The Business of TV News Event in D.C. on May 2
The Business of TV News, a new one-day event featuring Martha Raddatz, Shannon Bream, Glenn Kirschner and other major figures in television news, happens at Hot...
25/04/2024
Problematic FCC Conditions On Station Sale Could Create Detroit Drama
Conditions put on the proposed sale of WADL Detroit, to Mission Broadcasting have created a potential drama in the Motor City....
25/04/2024
TelevisaUnivision 1Q Loss Widens But DTC Business Expected To Turn Profit in Second Half
TelevisaUnivision reported a $52 million loss in the first quarter, up from $3 m...
25/04/2024
Comcast Earnings Flat As Video, Broadband Sub Losses Continue
Comcast reported flat first-quarter earnings as it reduced the red ink at Peacock but continued to lose video and broadband customers....
25/04/2024
Vevo Brings Music Videos To Telly's Dual Screen TVs
Music-video network Vevo said it launched its app on Telly, the company offering consumers free dual-screen TVs in return for data about what they're watchi...
25/04/2024
Future Today Redesigns Streaming App Interfaces
Future Today said it has introduced a redesigned user interface for about half of its 300 streaming apps, including Fawesome, HappyKids and iFood.TV....
25/04/2024
Deutsche Telekom Powers New MagentaTV Service With Broadp...
Broadpeak , a leading provider of content delivery network (CDN) and video streaming solutions for content providers and pay-TV operators worldwide, announced t...
25/04/2024
Lightware Enhances Microsoft Teams Rooms with Powerful BY...
Lightware Visual Engineering, a leading manufacturer of connectivity solutions for the professional integrated systems market and a pioneer in signal management...
25/04/2024
Net Insight secures collaboration with DMC Production to...
Net Insight has entered into a collaboration with DMC Production that positions Net Insight at the forefront of sports broadcasting in the Nordics. Net Insight ...
25/04/2024
GlobalM and scoopa announce strategic partnership to faci...
GlobalM has announced a strategic partnership with scoopa, the specialists in broadcast-quality content distribution, offering a complementary service for live ...
25/04/2024
DDish TV LLC Chooses PlayBox Neo Channel-in-a-Box for Bro...
PlayBox Neo announces the completion of a new multichannel playout system for the DDish direct-to-home satellite television network in Mongolia. Based in the na...
25/04/2024
Legendary Producer Garth Richardson Chooses PMC Monitors...
Canadian music producer and engineer Garth Richardson also known as Gggarth due to his stutter - has embraced immersive audio by installing a PMC monitoring s...
25/04/2024
Televisa transforms its broadcast ecosystem with proven t...
Leading video software provider Synamedia today announced that Televisa, the Mexican telecommunications and broadcasting company, has chosen Synamedia as its pa...
25/04/2024
OTTera partners with ThinkAnalytics to enhance personaliz...
OTTera, a leading provider of end-to-end OTT and FAST channel solutions, proudly announces its strategic partnership with ThinkAnalytics, a global leader in adv...
25/04/2024
Perfect Weather Forecast for American Tobacco Events Tonight and Saturday
The American Tobacco Campus will be hopping with activity tonight and this weekend with two fun events! Durham Night Market At last! The Durham Night Market i...
25/04/2024
Qurate Launches The Big Dish on The Roku Channel
WEST CHESTER, Pa. Video commerce provider Qurate Retail Group has launched The Big Dish, a new culinary-themed FAST channel on The Roku Channel....
25/04/2024
HPA Opens Submissions for 2024 HPA Engineering Excellence Awards
LOS ANGELES The Hollywood Professional Association has announced that submissions for the 2024 HPA Engineering Excellence Awards are now being accepted. This re...
25/04/2024
DV Earns MRC Accreditation for CTV Viewability
NEW YORK The digital media measurement and analytics firm DoubleVerify has announced that it has received Media Rating Council (MRC) accreditation for Video Vie...
25/04/2024
DAZN FAST Channels to Launch on Tubi
SAN FRANCISCO Fox Corp.'s ad-supported streaming service Tubi has announced a licensing agreement with the sports platform DAZN that will see DAZN Ringside ...
25/04/2024
IAB Makes Three Appointments to Its Leadership Team
NEW YORK In the runup to the 2024 IAB NewFronts, the IAB has announced three key appointments to its leadership team....
25/04/2024
Epic Games releases Unreal Engine 5.4 with new Motion Design Mode, Unreal VCam for Android, and more
Epic Games releases Unreal Engine 5.4 with new Motion Design Mode, Unreal VCam f...
25/04/2024
Content Creation, Production, Distribution Is In a State of Flux
Content Creation, Production, Distribution Is In a State of Flux Andy Marken April 24, 2024 0 Comments My empathy is creeping towards what I would de...
25/04/2024
Capitol Broadcasting Company to Air Carolina Panthers Games on Triangle's Strongest Broadcast Signal
The Carolina Panthers and Capitol Broadcasting Company (CBC) announced they have...
25/04/2024
Berklee Student Riko Sasaski Named 2024 Yamaha Young Performing Artist
Berklee Student Riko Sasaski Named 2024 Yamaha Young Performing Artist The accomplished saxophonist secured a spot among the elite winners of this year's ...
25/04/2024
Local News Close-Up: St. Louis Born and Bred
Stations everywhere take pride in having a main anchor who comes from the market they represent. That applies in St. Louis, too, but it also pertains to general...
25/04/2024
Edward Moody Joins WBTW Myrtle Beach Anchor Team
Edward Moody is joining the WBTW Myrtle Beach, South Carolina, anchor crew, and will anchor the 5, 6 and 11 p.m. newscasts alongside Trish Williford. He comes f...
25/04/2024
MTV Moving VMAs To New UBS Arena in New York
MTV said the 2024 Video Music Awards will return to New York and take place at the new UBS Arena....
25/04/2024
Offbeat Comedy The Outlaws' Returns to Prime Video Next Month
Season three of comedy The Outlaws premieres on Prime Video May 31. Stephen Merchant co-created the show, and stars. There are five episodes....
25/04/2024
Bidders Interested in Buying Bounce, Says Scripps CEO Adam Symson
The E.W. Scripps Co. is evaluating offers for Bounce, its multicast channel for African-American viewers, according to a report from CNBC....
25/04/2024
Paramount Plus Renews Dora'
Paramount Plus has ordered a second season for Dora, the animated preschool show based on Dora the Explorer. The show, featuring Dora on a rainforest adventure ...
25/04/2024
Into the Omniverse: Unlocking the Future of Manufacturing With OpenUSD on Siemens Teamcenter X
Editor's note: This post is part of Into the Omniverse, a series focused on ...
25/04/2024
Blast From the Past: Stream StarCraft' and Diablo' on GeForce NOW
Support for Battle.net on GeForce NOW expands this GFN Thursday, as titles from the iconic StarCraft and Diablo series come to the cloud. StarCraft Remastered,...
24/04/2024
Mundo Hispano Digital Launches MundoNow Connect
ATLANTA Mundo Hispano Digital has launched a new advertising product, MundoNow Connect, that is designed to help advertisers reach Hispanic audiences on connect...
24/04/2024
Epic Games Releases Unreal Engine 5.4
Epic Games has released a major new version of Unreal Engine, which has become a mainstay in virtual production, that includes new features and improvements to ...
24/04/2024
NAB Show Welcomes Creators to Las Vegas
The National Association of Broadcasters welcomed the industry to its annual extravaganza last month in Las Vegas. The sights and sounds were similar to previou...
24/04/2024
Chptr, Gray Television Launch on Video Obituary Platform
NEW YORK Chptr and Gray Television have announced that they are introducing a new video solution for funeral homes and communities that will allow funeral direc...
24/04/2024
Adobe Charts the Future of Creativity and AI at MAX London
Adobe Charts the Future of Creativity and AI at MAX London Brie Clayton April 24, 2024 0 Comments Adobe is taking MAX, the world's largest creativ...
24/04/2024
Curtis LeGeyt, NAB President and CEO, Extends Contract
National Association of Broadcasters president and CEO Curtis LeGeyt has agreed to a contract extension that keeps him at the trade association's helm throu...
24/04/2024
Jo Ann Ross Steps Down as Ad Sales Chairman at Paramount
Jo Ann Ross, the long-running queen of television advertising sales, is stepping down from her role as chairman of Paramount Advertising at the end of the month...
24/04/2024
Scripps Names James Galindo as Station Manager in Bakersfield
E.W. Scripps said it named James Galindo as station manager for KERO, the ABC affiliate in Bakersfield, California....
24/04/2024
Amazon Prime Video's Fallout' Tops TVision Power Score Rankings
Amazon Prime Video's Fallout topped TVision's Power Score rankings of shows on connected TV for the week of April 15....
24/04/2024
DoubleVerify Gets MRC Stamp for CTV Viewability Metrics
DoubleVerify said that it received accreditation from the Media Rating Council for its measurement of video viewable impressions and related metrics for connect...
24/04/2024
PlayBox Neo Highlights Latest Advances in Smart Media Pla...
PlayBox Neo reports a successful and well attended 2024 NAB Show, held in mid April at the Las Vegas Convention Center. Now in its 101st year, the event attract...
24/04/2024
MPEG-5 LCEVC Showcase at NAB 2024 demonstrates ecosystem...
MPEG-5 LCEVC ecosystem support continues to grow and includes TVs and set-top boxes, gearing up for the deployment of TV3.0 in Brazil New, never-before-seen ...
24/04/2024
Black Box and NOVO at Integrate Middle East 2024 Featurin...
At Integrate Middle East 2024 in Booth AR-F45, where the company is exhibiting along with its partner NOVO, Black Box will feature IP-based KVM and AV solution...
24/04/2024
NEP Belgium Taps manifold CLOUD in Virtual OB Setup for Live Sports
FRANKFURT, Germany Software solutions provider manifold technologies has announced that its manifold CLOUD was selected by NEP Belgium to provide a signal proce...