Monday, October 25, 2010

Univision's Spanish Conquest

Aiming to become the top broadcast network

By Steve McClellan, AdWeek. 

As the demographic balance of the nation tilts away from an Anglo majority, the largest TV network in the country will soon be Hispanic. Univision CEO Joe Uva is confident they’re on target to achieve this in as little as three years. But will advertisers follow?

With double-digit ratings growth so far this season, Univision is off to a better start than any of the major English-language nets. Uva (pictured) believes he has the wind at his back in the ratings race.

The new Census is expected to show a nearly 45 percent increase in the number of Hispanic Americans since 2000, to a total of 50 million. This couples with continuing audience erosion at the major networks and Univision’s recent deal with Mexican programmer Grupo Televisa, which locks up the source of much the network’s popular programming for at least another decade.

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