Univision Communications, the largest Spanish-language media company in the US, says advertisers have overlooked Hispanic American audiences for far too long, and it will announce new programming and features on Tuesday to draw more marketers to Univision and its audience.
Its presentation during the “Upfronts,” an annual event where major TV broadcasters preview the fall television season to advertisers, comes after Univision last month announced plans to merge with Mexico City-based media network Televisa. They launched a free streaming service called PrendeTV in an effort to grow amid increasing consolidation in the U.S. media industry.
Univision said it will launch a free 24/7 news channel in early 2022 that will air on PrendeTV.
To help advertisers target ads to Hispanic audiences, Univision will build an “audience data graph” that uses viewer data from its digital properties and other sources to help brands more effectively target ads to Hispanic viewers, Donna Speciale, president of ad sales and marketing at Univision, said in an interview.
The data graph will launch during the fourth quarter of this year, said Speciale, who previously served as president of ad sales at AT&T media unit Turner, which includes networks like CNN and TNT.
While advertisers used to treat multicultural marketing as an add-on, more brands