When TelevisaUnivision conducts its annual NYC Upfront Week presentation, expect the unexpected over location. One year their she-bang resonates from a Broadway theater, while a two-story intimate cabaret on the Upper West Side was last year’s setting. For 2025, the Spanish-language media powerhouse did their thing Tuesday morning across from City Hall at the Hall de Lumieres on Chambers St. (NOTE: Regular MediaVillage readers may recognize this stately space as the site of an Advancing Diversity Hall of Honors event last April.)
The Big Message: Through several new initiatives from global megacontent service Vix, the company is out to attract a demographic highly coveted by advertisers: Generation Z Latinos. Meantime, look for Univision, Unimas, Galavision and TUDN to keep their respective channel attractions intact from telenovelas to soccer-dominant sports coverage. “In an industry of companies trying to be everything to everyone, we are safely focused on being everything to one: the Hispanic community,” concluded Donna Speciale, TelevisaUnivision’s President of U.S. Advertising Sales and Marketing. “Our goal is to inspire you as the ultimate partners to connect with our culture.”
Hosts: Speciale shared the host spotlight this year with Univision Networks Group President Ignacio Meyer, Rafael Urbina, President of Streaming and Digital, and sports commentator Memo Schutz.
What Worked: Simple, smooth execution of the presentation, with a fashion runway-style stage on one side of the hallway to get talent on and off -- and when on, address the crowd with an intimate atmosphere. Still shots and video clips were projected on all four walls, giving everyone a clear view.
What Also Worked: Musical numbers at the beginning and end. Bachata music superstar Prince Royce, who has a way with refreshing classic pop tunes with sabor, opened with a medley that went from “My Girl” and “How Deep Is Your Love” to “I Want It That Way” and “Dancing In The Moonlight.” During his performance, Royce went from a raised stage to serenating audience members, giving them a blue flower for their attention. For a finale, artists from R. Evolution Latina, Salgado Productions, Latino Broadway Man, and the chorus of new Broadway musical Real Women Have Curves, did their thing to salsa.
What Can Work Here: Spread more video clips throughout the presentation, especially to highlight new series on various channels. Also, bring out Daniel Alegre, TelevisaUnivision’s new chief executive officer, for attendees to hear his perspective on where Spanish-language TV is headed -- and the role advertisers can play in that sandbox.
Data Points: The purchasing power of U.S. Latinos has reached $4 trillion. During 2024, TelevisaUnivision picked up 126 new advertisers, while increasing overall ad revenue 20 percent. Vix currently averages 28 million viewers per month, with total viewing hours per month up 34 percent.
News: Before the end of the year, Vix will debut Vix Musica, a new dedicated service featuring original content such as concerts, unplugged performances and behind-the-scene documentary programs. Some originals will be co-produced with IHeart Media and other suppliers. In September 2026, Vix will organize “YA Fest,” a three-city music festival with major sponsor participation. Also on Vix’s 2025-26 agenda: the launch of video podcast series, 24/7 unscripted or competition formats, in-show immersive messages, and microdrama series where each episode runs one or two minutes. The format will be rolled out the second half of 2025. At Univision, look for El Conquistador, an adventure competition taped in the Dominican Republic with $250,000 the top prize, to join the unscripted lineup this fall.
Bonus Points: Hall de Lumieres’ baseball floor was turned into a dining hall for post-presentation lunchtime, complete with Latin culture showcases in adjacent rooms. Cubano sliders hit the spot for many attendees, myself included.
Parting Words: “I’m so amped up any time of the day. You always get 200 percent from me!” -Prince Royce, wrapping up his Upfront medley
“And in a world where consumer attention is more fragmented than ever, our authenticity and legacy aren’t just advantaged—they are the cornerstone of relevance…We are on fire. There’s boundless opportunities to bring your brands home. People on the sidelines, get involved.” -TelevisaUnivision President of U.S. Advertising Sales and Marketing Donna Speciale
“Where disinformation is rampant, our jobs are more valuable than ever.” -Ilia Calderon, Noticias Univision Anchorperson
Photocourtesy of TelevisaUnivision.
Click the social buttons to share this story with colleagues and friends.
The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.