The fast abstract
TelevisaUnivision goes to the Super Bowl.
Heading into its May 12 upfront occasion in New York, TelevisaUnivision had three areas of focus for its pitch to advertisers: sports activities, streaming, and tradition via music and stay occasions.
Among the highlights from its choices, the corporate introduced that it’s going to broadcast Super Bowl 61 in Spanish, it has locked down a number of new soccer offers, and it’ll even develop into Formula 1 with Apple.
Beyond sports activities, the corporate is leaning into streaming with new microdramas coming to ViX. Meanwhile, TelevisaUnivision is increasing its stay music occasions and saying partnerships with main artists, together with Marc Anthony.
The greatest bulletins
In John Kozack’s first upfront as advert gross sales chief, the corporate got here out with a powerful recreation plan round sports activities.
Among the highlights, TelevisaUnivision will broadcast Super Bowl LXI in partnership with ESPN. The firm’s first Super Bowl, which was in partnership with Paramount in 2024, set a document on the time because the No. 1 Spanish language broadcast of the Super Bowl, averaging 2.3 million viewers throughout all platforms.
Talking to ADWEEK in regards to the firm’s technique across the Super Bowl, Kozack famous that the playbook comes down to 3 issues: First, for advertisers that purchase a spot with Disney, they’ll get extra attain with the viewers. Second, advertisers can get into the Super Bowl at a extra inexpensive worth. And third, it’s a possibility for advertisers who’re new to TelevisaUnivision.
“Some people who don’t buy the [English-language] Super Bowl can buy it on us and get into it at a much cheaper price point, let’s be clear,” Kozack stated. “There’s an opportunity for us to get people in the Super Bowl that haven’t experienced buying Univision before. So it’s a new business vehicle for us as well.”
Beyond the Super Bowl, TelevisaUnivision is continuous its always-on soccer technique, with new offers for Conmebol. The firm additionally renewed its deal for Concacaf’s Gold Cup and Nations League, and is teaming up with MrBeast for a Gold Cup partnership, establishing a creator-driven occasion.
Outside of soccer, TelevisaUnivision can be partnering with Apple to air the Formula 1 Las Vegas Grand Prix in November.
The firm will lean into tradition and music with tentpole occasions, together with Premios Juventud, which it’s rebranding as PJ Fest.
“We’re making that a weeklong, multi-city cultural event. It’s going to have a big branded content feel to it, with a lot of influencers and social content, culminating in the Thursday event with the award show. But that’s something that our brands can integrate into really well,” Kozack instructed ADWEEK.