/// Hispanic Networks Bring in Auto Dollars in a Weak Year for Broadcast

June 25, 2013  |  Media Week

This year, both Univision and its main competitor Telemundo (which control roughly 90 percent of the market between them, with Univision the larger network by quite a bit) have seen upticks in categories that are declining in the general market, notably automotive. Fragmentation has pulled tens of millions of viewers away from live broadcast television and into the worlds of cable, streaming and on-demand content, but one sector of broadcast that seems to be weathering the storm better than most is Spanish-language and otherwise Hispanic-focused broadcast television. “We've got a couple of small things left, but we can see our way to the finish line,” said Univision's president of ad sales and marketing, Keith Turner, at the end of last week. Granted, everybody's talking about how they're “almost there” with respect to upfront sales, but there's a key difference for Turner's outfit: “I think a year ago we were 10 percent done.” Sources put the network up a surprising 15 percent in volume with 5-6 percent CPM increases. Part of the uptick, says one source who has worked both in the network world and in auto advertising, is because the Hispanic population is growing, and with it, overall income and net worth. With that comes growth not merely in automotive but in durable goods and financial services—sectors that want to reach out to people who are trying to choose brands for the first time. There's a certain segment of the industry that is targeting people who are trying to make the decision between a new car and a used car; Hispanics over-index on used auto purchases, and with the shift toward new cars comes a huge windfall for the automotive sector, especially if a manufacturer can make a car affordable enough to tempt a consumer on the fence. (U.S. News' list of “Affordable Small Cars” runs 40 entries' worth of current model autos under $20K). Of course, Univision also has the World Cup to boost sales this year—the network's last broadcast of the competition for a while, since NBCU has purchased rights to the Spanish-language telecast of the next competition for a princely $600 million . Still, it's a good haul for a network that is achieving in consensus what it's long had in pure math—a place at the table with the English-language networks. It doesn't hurt that Univision beat NBC in sweeps this February, either. “I think it's a recognition of the value of our audience,” said Turner. “That's taken us some time, it's taken us a lot of education.” Telemundo, meanwhile, is leveraging its presence in the wider NBCUniversal pantheon of media properties to appeal to advertisers who want to place their Hispanic dollars with an audience, not necessarily a network

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Hispanic Networks Bring in Auto Dollars in a Weak Year for Broadcast

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