Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. The Company, a leading content creator in the U.S., includes Univision Network, one of the leading networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country available in approximately 90% of U.S. Hispanic television households; UniMás, a leading Spanish-language broadcast television network available in approximately 85% of U.S. Hispanic television households; Univision Cable Networks, including Galavisión, the most-watched U.S. Spanish-language entertainment cable network, as well as UDN (Univision Deportes Network), the most-watched U.S. Spanish-language sports cable network, Univision tlnovelas, a 24-hour Spanish-language cable network dedicated to telenovelas, ForoTV, a 24-hour Spanish-language cable network dedicated to international news, and an additional suite of cable offerings - De Película, De Película Clásico, Bandamax, Ritmoson and Telehit; Univision Local Media, which owns and/or operates 59 television stations and 64 radio stations in major U.S. Hispanic markets and Puerto Rico; and Univision Now, a direct-to-consumer, on demand and live streaming subscription service. The Company also includes the Fusion Media Group (FMG), a division that serves young, diverse audiences. FMG includes two cable networks: news and lifestyle English-language network FUSION TV and UCI’s interest in El Rey Network, a general entertainment English-language cable network; Univision.com, the most-visited Spanish-language website among U.S. Hispanics; Uforia, a music application featuring multimedia music content; as well as a collection of leading digital brands that span a range of categories: technology (Gizmodo), sports (Deadspin), music (TrackRecord), lifestyle (Lifehacker), modern women’s interests (Jezebel), news and politics (Splinter), African American news and culture (The Root), gaming (Kotaku), and car culture (Jalopnik). FMG also includes the Company’s interest in comedy and news satire brands The Onion, Clickhole and The A.V. Club. Headquartered in New York City, UCI has content creation facilities and sales offices in major cities throughout the United States. For more information, please visit;corporate.univision.com.
The business imperative of understanding and embracing a shifting U.S. population and the growth of multicultural consumer spending is not debated. However, the optimum strategy for marketing to this audience remains unsettled. Generations of executives for Univision, Telemundo and other Hispanic-targeted media have made the compelling case for inclusion of their audiences in media plans. Yet thousands of local, regional and national marketers and their agencies continue to believe that Spanish-speaking audiences can be effectively reached through Anglo media. It's ironic that the growing movement toward greater diversity and inclusion in a company's workforce is not being given equal priority and attention in media budget allocations.
When you hear "live television" what's the first thing that comes to mind? Some readers will think of the news. Others will point to the big award shows. Then, of course, there are the fans of live events like a reality competition's finale or the televised musicals that began popping up on network schedules a few years ago. If you are the agency or marketing decision-maker for a brand, live sports programming is probably the category at the very top of the short list for placing spots.
After 20 years of marketing management in both the U.S. and Latin American markets, Marissa Solis is, to aptly hijack the title of Univision's recent conference, "Leading the Change" at PepsiCo. The annual thought leadership conference brings together top marketers and advertisers for a variety of case studies and research presentations to best explain and communicate the power of the U.S. Hispanic consumer. Along with many of her fellow keynote speakers, Solis (pictured above) is emblematic of the kind of brand marketer Univision hopes to inspire more of: a practical business manager who evangelizes marketing programs specifically created for the Hispanic community.
