Univision Nets' Upfront en Fuego as Demo Growth Accelerates

This conversation involving all four of the company39s linear TV channelsamp8212Univision and UniMas broadcast networks Galavision cable and TUDN formerly Univision Deportes offered on multiple platformsamp8212highlights three accomplishmentsamp160 First mothership Univision remains the top Spanishlanguage network in both key demographics and dayparts for the 28th consecutive season Second all four networks increased their yeartoyear viewership in double digits with a pair of key audience groups namely adults 1849 and adults 1834amp160 More specifically they delivered an average jump of 12 percent with 1849 and 16 percent with adults 1834For Elisa Segovia pictured below Univision39s vice president of programming and brand strategy the third and most important accomplishment for this quartet of networks over the 201920 season is big primetime gains with adults 1834 UniMas39 lineup of unscripted series dramas and movies went up 40 percent with that demographic while Galavision with its focus on comedy and familyfriendly content increased 23 percentquotThis is a coveted young demographic that39s more mobile and digitalquot Segovia points out quotThey crave this kind of content In a couple of years this minority will become the majority and we at Univision are becoming a reflection of the tremendous power and growth of this communityquotquotWe39re absolutely thrilled with the phenomenal growth of our portfolio this seasonquot Segovia adds quotIt speaks to the fact that we39ve been serving the US Latino market for over 60 years and dedicated to our mission of informing empowering and entertaining this communityquotOne factor behind Univision39s progress with generating adult 1834 audiences is giving each of its networks a distinct identity then introducing series that cater to tastes of the 1834 demo while reflecting their identityamp160 Univision a top five broadcast net regardless of language specializes in general entertainment and newssports contentamp160 When Univision zigs sister broadcast net UniMas zags especially with original unscripted seriesamp160 Galavision is the quotsmile at lifequot destination in Segovia39s words with TUDN superserving soccer fans with games from the sport39s top leagues worldwideUnivision39s big draw was quotThe Collectionquot a set of reimagined classic telenovelas from Mexicobased broadcaster Televisa running weeknights at 10 pm However instead of each telenovela running the standard length 120150 or more episodes they run 2025 episodes with more contemporary storylines and action sequences quotThese are bingeable snackable episodesquot adds Segovia quotWe39ve had tremendous ratings for them thus far and are excited for what39s to come next for the anthologyquotFor the threeweek period ending June 14 Univision captured the No 1 network ranking on all of TV during primetime outperforming ABC CBS NBC FOX The CW Telemundo and all cable networks with 237000 adults 1834 Also Univision ranked as the No 3 network on all of TV in primetime ahead of CBS FOX The CW Telemundo and all cable networks with 574000 adults 1849At UniMas Enamoramp225ndonos pictured at top is the new primetime sensationamp8212a twohour live nightly program from Miami where contestants are searching for love while cohosts invite viewers to participate in the process and conversation quotIt39s live as you see itquot continues Segovia quotIt39s fun you laugh you cry there39s heartbreak The program touches on a universal theme everyone can identify with This is a show that helps people find love across all agesquotOver the course of the season which ended prematurely midMarch due to the coronavirus pandemic Enamorandonos went from reaching 107000 adults 1849 to more than 384000 per episodeamp160 Before the end of last week the program earned a Critics Choice Real TV Award nomination for best interactive series The other nominees Talking Dead AMC Watch What Happens Live Bravo and Chasing The Cure TNTamp160 For UniMas the nomination is an example of award recognition for its original programmingquotWe doubled down on the network this season and took a big risk with launching this seriesquot Segovia says quotIt39s paid off a million times overquotUnivision introduced a number of new original series across its linear network foursome during its virtual upfront presentation last Tuesday afternoon The presentation originated from the company39s Miami headquarters and New York City area studiosPhotos courtesy of UnivisionClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Univision Nets' Upfront en Fuego as Demo Growth Accelerates

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Simon Applebaum

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Univision Nets' Upfront en Fuego as Demo Growth Accelerates

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