Univision targets Hispanic interests to drive audience engagement | Programming | News | Rapid TV News
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Aiming to strengthen its leadership within the Hispanic media scene, Univision Communications Inc (UCI) has split its line-up into five verticals in a bid to cater for US Hispanics’ passion for soccer, family, news, music and drama.

univision la candidata 15 may 2017The company will host its annual upfront presentation tomorrow (16 May) to unveil its 2017-2018 programming line-up.

The presentation, entitled Proof of Passion, highlights the five main areas that drive audience engagement – soccer, news, family, music and drama – and the content verticals Univision has built around them.

The announcement arrives as the battle for the Hispanic audiences heats up, with Telemundo increasing its pressure on Univision. However, UCI continues to be the preferred Spanish-language network for most Hispanics across a number of time slots and genres.

For instance, UCI has garnered 66% of the Hispanic TV audience for the past five years, Univision Network has been the No 1 Spanish-language broadcast network for the 24th consecutive season, and UDN is the No 1 Spanish-language sports cable network and No 4 among all sports networks in any language.

“As Hispanic America’s most trusted media source, Univision knows best which passion points drive audience engagement and have the power to leverage those passion points for any brand not only looking to meaningfully connect with consumers across our multiple platforms but that delivers actionable results,” said Randy Falco, president and CEO, Univision Communications. “Our strategy continues to centre around connecting and engaging with the audiences of the future and maintaining our unwavering commitment to authenticity and excellence.”