Univision, the fast growing Hispanic Network, unveiled a bold pitch to the television advertising community at their upfront presentation yesterday. Their timing could not have been better. There is story out today that's all over place highlighting U.S. Census data saying that one in every three Americans are a minority. And guess what's the largest minority in the U.S.? Right, Hispanic and Latino Americans, who now make up close to half of the 100 million American citizens classified as minorities. Univision stands to benefit greatly since advertisers will now be able to use comparable ratings data used by the major five English speaking networks instead of the old index Nielsen used to have for Hispanic homes in the U.S. Another element that is sure to create some juice for Univision is the age demo it reaches. The average age of U.S. Latinos and Hispanics is only 26, smack dab in the middle of the highly desirable and coveted 18 to 34 year old viewing demographic segment. So, what does all of this mean? Well, for one thing, Univision is the real deal. They will probably end up securing in the neighborhood of $1.2 billion from advertisers. Secondly, with continued focus on the youth market and targeting large ethnic and racial groups such as Latinos, Univision comes out as being almost a "must buy," not unlike the old Thursday nights on NBC during the Seinfeld, Friends, Frasier and E.R. days.
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