Megacontent services have supplanted linear broadcast and cable networks as the headline attraction of Upfront presentations. Look at how much time and video clips this go-round NBCUniversal gave to Peacock at their event, or Amazon to Prime Video, Walt Disney to Disney+ and Warner Bros. Discovery to HBO Max. When it comes to Spanish-language media the past few years, Vix from TelevisaUnivision serves as the equivalent of Netflix and its English-language megacontent competitors. That’s why Vix was so front and center for TelevisaUnivision’s showcase Tuesday morning at Terminal 51.
The Big Message: The top dog for decades of Spanish-language TV is the best avenue, led by Vix, for advertisers to tap into a U.S. Latino population with more than $4 trillion in buying power. “The breaking down doors era is over,” declared John Kozack, TelevisaUnivision’s new President of U.S. Advertising Sales and Marketing. “Hispanic consumers are an undeniable force in mainstream culture and essential to the growth of any business. We have reach, resonance, and attention in one place.”
Hosts: Kozack led a group of company executives -- including chief executive officer Daniel Alegre -- introducing presentation segments.
What Worked: A set of vignettes throughout the presentation that educated the audience about touchpoints of U.S. Latino culture, and how specific advertisers on Vix, Univision, Unimas and other TelevisaUnivision services address those touchpoints. Each vignette started with an actor delivering a monologue on one particular touchpoint, then turns to a video depicting advertiser strategies and audience reaction. Featured advertisers include L’Oreal, Unilever and colon cancer screening test packager Cologuard.
What Also Worked: Establishing an entertaining tone before the presentation started. Every attendee was greeted by a Soul Train-type line of musicians, singers, and dancers on the way into the main room. The groove was infectious. Don Cornelius would be proud.
What Can Work Here: Demonstrating more ways Vix and other services reflect the aspirations and accomplishments of U.S. Latinos. One of those ways: produce more scripted Spanish-language weekly series and daily/nightly telenovelas domestically with U.S. Latino actors, writers, and production teams. The population base, Latino talent pool, studio space in major Hispanic markets nationwide and advertiser commitment is there and surging. Netflix, Prime Video and other outposts of scripted content in Spanish, take notice.
Data Points: Vix currently offers more than 80,000 hours of original content, with viewers reaching one billion hours over the last three months alone. Year-over-year engagement is up 16 percent. The service is now available in 120 countries worldwide. For the 34th year in a row, Univision remains the top Spanish-language TV outlet in the U.S.
News: In one of the biggest developments of Upfront Week 2026, global music superstar Marc Anthony will collaborate with TelevisaUnivision on a variety of projects from long-form video programming and artist representation to strategic lifestyle ventures with a focus on music, fashion, and hospitality. Specifics will be disclosed over the next few months. For the second time in recent years, Univision will do a Super Bowl Spanish-language presentation (separate from ESPN Deportes). Other 2026-27 sports initiatives include live coverage of the Las Vegas Grand Prix Formula 1 race this November, and a live event spearheaded by popular YouTube content maker Mr. Beast, connected to the next Gold Cup soccer tournament. Starting this summer, Vix sports coverage will institute several interactive elements, alternate and multi-view formats with seamless brand integrations. Sabado Gigante host Don Francisco will be back on Univision and Vix with a new series featuring interviews with cultural icons, while Sessions by Vix Musicaoffers a mix of performance and storytelling involving top Latin artists and content creators. Both services also will present live coverage of America’s 250th birthday events in Washington, D.C. July 4.
Bonus Points: Popular Brazilian singer Anitta (think Sade with Shakira) delivered a four-song set to conclude the presentation. Chicken empanada and pork belly bites were among the delectables served up afterwards.
Parting Words: “We’re connected to create partnerships to drive results for you. We’re hyper-local and hyper-digital. Getting Hispanics means we get the full picture.” -- TelevisaUnivision chief executive officer Daniel Alegre
“Having the biggest soccer portfolio (on TV) doesn’t mean we only show up once every four years (for the World Cup).” -- Olek Loewenstein, TelevisaUnivision global sports president
“TV does football more justice than anything else.” -- John Harbaugh, the New York Giants’ new head coach, on stage as part of TelevisaUnivision’s Super Bowl announcement
“Our community is not on the sidelines. They are central to the story.” -- Ilia Calderon, Noticiero Univision anchorperson
“This is daring. This is bold. We’re creating a future -- and how people consume it. This is a new model. Get ready.” -- Univision Networks Group president Ignacio Meyer, making the Marc Anthony partnership announcement
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