Thomas Umstead y Jesus Lara de TelevisaUnivision
To reach the Hispanic community in depth and broadly, it is necessary to address the subtle differences of each market. “There are key attributes that unite Hispanic communities, but there are subtle local differences to consider. That is my main job, to ensure we have them in our north,” said Jesús Lara, president of Local Media at TelevisaUnivision, during “The Local Broadcaster’s Keynote” at the 21st Annual Hispanic Television Summit, moderated by Thomas Umstead, Senior Producer of Content and Programming at Future.
“What matters to us the most is an authentic connection through broadcast, news, the most viewed times of day, our tent poles. We do this daily by increasing the portfolio of community outreach programs,” indicated Lara.
Lara highlighted that it is undeniable that the growth engine of the US is the Hispanic community. “Being Hispanic today is a point of pride. The total market strategy will not be able to provide brands with the desired reach in this segment. We are on the path of educating those advertisers who have not yet been immersed in the Hispanic market.”
Asked about which aspects are achieving better results throughout TelevisaUnivision, he mentioned people are increasingly looking for fact-based information about news. “There is a fierce appetite for music and sports. Both will always be pillars for our culture,” he said.
He said that the sports division of TelevisaUnivision is increasingly growing. “We focus on soccer. We have doubled our soccer rights. Univision is the largest soccer rights holder, except for the World Cup. We are the home of the Mexican national soccer team both in audio and linear.”
He also mentioned that on the 27th of this month, for the first time, Univision will jointly present with FOX the second debate of the Republican candidates ahead of the 2024 elections.
