LOWDOWN ON THE UPFRONT: Hispanic Nets Tweak Plans
Many Services Eschew Glitzy Presentations For Road-Show Meetings
By Laura Martinez -- Multichannel News, 4/20/2008 2:50:00 AM
Hispanic television executives are betting the sector’s ad revenue will continue to grow as they gear up for 2008 upfront presentations in New York City. But marketers can expect a very different dynamic from previous years.
NBC Universal’s Telemundo and Mun2 will not be hosting their usual glitzy, star-studded upfront presentation, which last year gathered more than 1,200 people. Instead they will join NBC at a special event to be held on May 12, which wraps up one month of client meetings in key Hispanic markets.
Azteca America, which last year held its fifth upfront presentation at New York’s New World Stages, also has said it will not hold such an event this year. Instead, it will embark on a nation-wide tour presenting to clients and agencies, much like NBC and Telemundo.
Also skipping this year’s upfront week is English-language youth channel Sí TV, which is also on the road presenting shows such as Model Latina, a talent search competition offering Latinas a shot at stardom and packed with opportunities for product integration.
Contrary to the road-show meetings trend, Univision Communications will hold its annual upfront presentation at Lincoln Center.
But unlike last year, when Univision put its viewers at the forefront of the well-attended event, this year the network will come to the May 14 luncheon event armed with a series of powerful research tools, studies and data that promise to give advertisers a more accurate, cost-effective way to plan and execute their media buys for the U.S. Hispanic market. In anticipation of this year’s presentation, Univision on April 9 unveiled the Fusion Project, a collaboration with Nielsen Media Research and Nielsen Homescan that melds the former’s TV viewing data with the latter’s purchasing information. Together, it should give marketers a better bang for their bucks.
Along with the Univision networks, other Hispanic networks will be presenting their 2008-2009 lineups in mid May, including Gol TV and ESPN Deportes. Three Hispanic TV channels will also make their upfront debuts in New York this year: V-me, LATV and Mega TV will be hosting a Manhattan event for the first time ever to present their respective offers to marketers and agencies.
Fox Sports en Español will also be hosting an upfront presentation on Tuesday, May 13 at Cipriani in NYC.
For more coverage on Madison Avenue’s upfront selling season, click here.
For additional information on the Hispanic upfronts, look for the April 28 “Hispanic Special Report” in Multichannel News.
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