Upfronts 2017: Telemundo Pitches ‘Shift’ in Spanish-Language Media

NBCU unit points to larger, younger audiences

Telemundo said there’s been big change in the Spanish-language TV landscape, and it wants advertisers to recognize that in this year’s upfront.

The Comcast owned Spanish-language network, long a distant No. 2 to the dominant Univision, now finds itself running neck and neck in the primetime ratings race. Last year, it won some time periods in some demographics for the first time ever.

At a development meeting with clients and media buyers Wednesday (April 19), Telemundo will unveil its upfront theme, Shift Happens, and try to gain a bigger share of spending targeted at Latino audiences.

Related: Complete Coverage of the 2017 Upfronts

After NBCU’s morning upfront event featuring all of its networks, Telemundo will hold an exclusive event for ad clients and business partners that night at the Hammerstein Ballroom.

“What so exciting for us is clearly we’ve seen a tectonic change in Spanish-language media and more and more consumers are increasingly choosing Telemundo as their place for their entertainment, their news and their sports,” said Cesar Conde, chairman of NBCUniversal Telemundo Enterprises and NBCUniversal International Group.

The change is the result of investments made by Comcast and a strategy of reinventing programming for Latino viewers.

”We’ve been able to establish ourselves as the trendsetters and the innovators in the Hispanic media space, and it makes it very happy that not only have the results followed, but we’re also seeking many in the marketplace to follow Telemundo's lead into certain types of programming and genres,” Conde said. “We’re going to continue to double down on our strategy and investments.”

While Univision built its business on telenovelas from Mexico’s Televisa, Telemundo has been producing its own, more contemporary, made in America content. Telemundo is now the biggest provider in the U.S. of original Spanish-language content.

Conde says Telemundo has been able to retain its core Spanish-language viewers while attracting younger viewers who are more multicultural.

“The audience we’re appealing to we like to call the 200 percenters. They’re 100% Latino and they’re 100% American,” he said.

Read more at broadcastingcable.com.